Western Washington
BPA developed a region-wide, segmented view of retail utility customers. The
goal of the BPA residential segmentation research is to provide the BPA customer
utilities localized information about their residential customers. This information
will assist Western Washington utilities in:
- Developing new residential energy efficiency programs and services
- Improving the design of existing programs
- Developing more, informed marketing strategies
- Improving targeted customer communications
This segmentation research conducted for Western Washington is unique and directly applicable to the effectively targeting the end customer for Western Washington utilities. It provides insight into how to best design, implement and market energy efficiency to your utility customers. It also creates an opportunity to benefit from the marketing efforts of BPA throughout Western Washington and the opportunity to share in marketing efforts with other utilities. The objective is greater energy savings through greater participation in energy efficiency programs by utility customers.
Interesting data, what are the next steps?
- Read the Western Washington Overview and Personalizations Reports.
- Identify and prioritize the best customer target segments for your utility
in respect to energy efficiency program marketing. Some of that work has already
been done for you in the reports.
- Determine the most desirable customer segments that can be uniquely targeted,
as well as those you can reach with a more general approach. When we understand
the types of messages and channels that will work best to reach each customer,
we can communicate more effectively (please see the Western WA Personalizations
Report for more detail information).
- Identify energy efficiency programs that can be modified or created to make
the programs more attractive to the targeted customer segments.
Regional Segmentation Information
View the reports for the Western Washington sub-region:
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