Green Choice is a pledge focused program to help REMC consumers save their money, world and future. It takes these three facets of the consumers life and provides a choice to make on saving energy. Upon making the Green Choice consumers receive monthly action plans and results that will further reduce their energy footprint. Our focus groups and literary review show that by simply seeing the effect the consumers individual decisions encourage further action. The program will be promoted using coverage in the REMC publication Electric Consumer and through information sent out by the REMCs. In addition, annually, the results of all Green Choice pledges energy saving will be reported to encourage further REMC consumers to take the pledge and help save their money, world and future.
The Green Choice
The Green Choice pledge is exactly what it sounds like, a pledge to gradually make changes to help the environment through energy use focusing on the individual household aspect of consumer related electricity consumption. REMC consumers simply make a choice, to make a pledge for the Green Choice, or not. Green Choice runs on a mission of your money, your world, your future, showing consumers that by simply pledging they can affect all three areas. The Green Choice pledge is a promise to make a step-by change in behavior. Through our focus group results, we found that making big changes right away would shy consumers away from making the pledge; therefore Green Choice is a gradual program that starts small and builds on itself. Upon first making the pledge, over the initial months, the consumer is asked to do simple and inexpensive at home fix ups that can drastically affect their energy footprint. These things include changing light bulbs from classic incandescent to compact fluorescent lamps (CFLs), lowering heating thermostats by a few degrees, unplugging appliances that are in stand-by mode or off whenever not in use, and turning off lights when not in a room. After those changes have been made other changes will be brought to the attention of the consumer like replacing doors and windows., purchasing energy start appliances and fixing insulation, programmable thermostats and air leaks throughout the homes This system of implementing the changes will be supported by additions to the bills the REMC customers already receive and a timeline created by the customer. The Green Choice pledge participants will simply notify the Green Choice team when they have made a change and we will send a reading of the monetary savings and the environmental effect the change has made the month after the step has been implemented. In addition to this evaluation the consumer will receive the next energy saving step they should take. The idea of making the Green Choice pledge will be spread to REMC customers by word of mouth, advertisements, and promotion through already existing outlets through the REMC because it already reaches the target audience. The printed publication of the REMC, Electric Consumer, will provide an outlet for advertisement and editorial coverage on the pledge program. Also, brochures with information on the program and how to sign up will accompany monthly bills. The Indiana Electric Cooperatives Website, www.indremcs.org , will also feature sign up and program information.
Your Money
Green Choice is an understanding that by choosing certain products and making certain improvements in ones home, you can, as a consumer, can save money AND help the environment. For example, just by correctly using a programmable thermostat (for people who are out of their homes for long periods of time), you can save $180 every year in energy costs. Also, by replacing your old heating and cooling system with ENERGY STAR certified appliances you can save around $200. Obviously, most consumers are worried about saving money; there are some consumers who are also concerned with the environment. In 2007, Americans, with help from ENERGY STAR, saved enough energy that would equal the greenhouse gas output of 27 million cars. They also saved 16 billion on their utility bills while helping the environment. Other money saving tips and facts are as follows: Going with energy star can save you 25-30% based on how many ENERGY STAR appliances you have The average home spends $100 on electricity to products which are off but still plugged in Energy Star T.V.s are 30% more efficient
You can receive tax credits by replacing Windows, doors, roofs, insulation, HVAC, water heaters General Electric will sometimes offer $100-$500 rebates on appliances Solar panels for hot water production is one of the best investments available. It is paid back in 3 to 5 years, which correspond to around a 20% interest. The life span of equipment is 10 to 20 years Cumulative electricity savings from 2005 2025 could save consumers more than $125 billion on electric bills.(U.S. DoE, March 2004) When you are asleep or out of the house, turn your thermostat back 10°15° for eight hours and save around 10% a year on your heating and cooling bills
Your World
Indiana is currently ranked eighth in the United States in energy consumption per capita. Coal is the main source of energy in Indiana as it constitutes for 50% of all energy consumption. About 95% of electricity in Indiana is generated by coal. Coal burning produces CO2 , which helps to create the greenhouse effect of preventing heat from escaping Earth. This trapped heat assists in global warming. Green Choice aims to save the environment from our carelessness through a per household concept of REMC consumers to help lower Indianas footprint on the environment. Green Choice is a pledge developed to save the environment before it is too late. By participating in our program, the consumer will benefit not just financially, but their health and environment will as well. Green Choice is able to be marketed to all REMC customers, because they all can make a difference in their energy consumption. Everyone uses its resources daily and is dependent on them for life. We aim to reach everyone via mail, e-mail, and REMC publications which is an inexpensive option for reaching all of these consumers. The weaknesses of Green Choice are few because our weaknesses only depend upon the reactions of the consumers involved. The consumer can either accept or reject the pledge of Green Choice. Through this, the idea will spread or not spread throughout consumers. In a case study entitled Factors necessary for the Social Diffusion of Social Energy the discussion of how to facilitate social diffusion of solar energy is discussed. The result from the study indicates that to help diffuse an idea socially, the original users are well respected in many facets throughout the community. Whether or not we can reach this type of customer provides a weakness that will help the program take off or not. Many people are afraid of change. Changes involve an unknown future that many are scared to experience. What people need to realize is that if we even want to have a future to experience, they need to accept the pledge of Green Choice. Green Choice offers the consumer the chance to save money, energy, and the planet. As you saw earlier, a consumer can benefit from purchasing EnergyStar products. The products benefit the consumer financially and are environment friendly. The world is faced with the threat of global warming. The world is not waiting for us to change our ways. Each day we continue with our carelessness, the worse the situation becomes. Make the pledge to Green Choice and save money, the environment, and, most importantly, our future.
Your Future
Conserving energy today will help with having energy in our future. By choosing to participate in the Green Choice, the consumer can help their own cause. If we, as consumers, conserve our energy to our potential, it will lower energy prices in the future and help ensure that we will have energy in the future. Any amount of energy conservation is our objective. However, we would still like to have all of the REMC consumers to participate in Green Choice to ensure that we are conserving the maximum amount of energy. The future of Green choice depends on the consumers. The action plan for the program is to increase REMC customers who make the pledge annually. By continued promotion of the pledge through the REMC publications, billing and general website we will attempt to encourage more consumers to make the Green Choice pledge. In addition, word of mouth by current Green Choice participants will encourage their peers to join the pledge as well. At the annual Indiana Statewide Association of Rural Electric Cooperatives meeting, the Green Choice team will give a presentation showing how those that took the Green Choice Pledge have impacted their individual household energy footprints in addition to a collective evaluation of the effectiveness of the program.
Literature Review
In our literature review we used the case studies provided, and some found on our own, to allow us to develop Green Choice. Our research focused on other pledge programs, incentives and results presentations, and reaction to other programs. We also looked into things that can be implemented as part of the action programs for consumers, like Energy Star products and programmable thermostats. All of the following summaries show the information we gathered that helped us develop the idea of the Green Choice pledge and its marketing strategy.
In case study name 1,2,3 Global Warming describes a program in Portland, Oregon that used a pledging program that was effective in reducing energy consumption and showed a result of 60% of the pledge makers telling others about the program. Another study in Voorschoten, Netherlands explored the effectiveness of information using feedback, reinforcement, and information to reduce energy consumption. The study brought upon results that showed that households that received feedback about energy reduction in a comparative manner had the highest reduction in energy savings, showing that receiving an evaluation proved very effective in promoting energy reduction.
Another EcoTeam study in the Netherlands simply showed that once energy saving programs were implemented in households, the reduced energy trend carried through to the next year. A case study entitled The Implementation of Set-Back Thermostats and Social Diffusion in Twin Rivers, New Jersey showed that informational mailings regarding a program for programmable thermostats had an expected 10% energy saving as a result of the mailing. The mailing actually brought upon a 18-47% saving. An article in Texas Monthly entitled "Socket to Me" provided us with information regarding what consumers can actually do regarding reducing energy through things they already have in their households. This encouraged the idea of small changes over time being the core of the Green Choice pledge.
Focus Group
We asked a total of 20 people to read over our program so we could understand potential consumer opinions on it. Each member on our team asked five people they know to look over the program and state their thoughts. We then asked them the following questions: Would you change your electricity using habits to help the environment? Would you be willing to purchase a more energy efficient appliance even if it would cost more than the less energy efficient appliance? What are your concerns with making the Green Choice pledge? Would you make the Green Choice pledge?
After we got together and put the results or comments together, we found that 15 people believe that the program would indeed work. Among these 15 people was Austin Fleming, a sophomore majoring in History. He said that Green Choice seems like a really cool idea. I think if people knew how much they could save on their bills and how to do it, they would actually do it. I mean, you save money on your utility bill, help the environment, and also make sure we have energy for the future. However, there were people who thought that the idea would not work. Joe Shields stated that, Im not sure how well this will work because a lot of people dont like to be told what to do and dont like being bothered about the same thing all the time. Some people are just too busy to take this plan into account and dont really care. They are only worried about now. As you can see, the majority of the focus group thought that Green Choice would be successful. We found that people were more hesitant to purchase large energy saving appliances first because they werent sure if they would actually make a difference.
About Us
Steve McCrea Junior from St John, Indiana; majoring in Selling and Sales Management Jon Shields Junior from Van Buren, Indiana; majoring in Organizational Leadership and Supervision Katie Lahrman Junior from Indianapolis, Indiana; majoring in Selling and Sales Management, minor in Spanish Kali McCalley Senior from Carmel, Indiana; majoring in Business Management
Adjust the Temperature. (n.d.). Stay Warm, Save Money. Retrieved December 4, 2008, from http://www.energysavers.gov/tips.html Calculate Your Savings. (n.d.). Retrieved December 4, 2008, from http://www.energystar.gov/ index.cfm?c=sb_guidebook.sb_guidebook_calculate_1 Darley, J. M., & Beniger, J. R. (1981). Diffusion of energy-conserving innovations. Journal of Social Issues, 37, 2, 150-171. Did You Know? (n.d.). Energy Conservation. Retrieved December 4, 2008, from http://www.colorkinetics.com/energy/didyouknow/ Falk, H. (2000). Energy Saving Now. Retrieved December 4, 2008, from http://energysavingnow.com/ Harland, P. (n.d.). The Effectiveness of the EcoTeam Program in the Netherlands . Retrieved December 3, 2008, from McKenzie Mohr and Associates database: http://www.cbsm.com/CasesDatabase/Detail.lasso?-KeyValue=159&-KeyField=ID Midden, C. J., Meter, J. E., Weenig, M. H., & Zieverink, H. J. (1983). Using feedback, reinforcement and information to reduce energy consumption. North, R. (n.d.). 1-2-3 Campaign Against Global Warming . Retrieved December 4, 2008, from McKenzie Mohr and Associates database: http://www.cbsm.com/CasesDatabase/ Detail.lasso?-KeyValue=138&-KeyField=ID Sawyer, S.W. (1982). Leaders in change: Solar energy owners and the implications for future adoption rates. Technological Forecasting and Social Change,21, 201-211.
Sources
Your Money. Your World. Your Future.