Introducing Do 5 Things (also known as Do Five Things and DO 5), a marketing optimization platform for utilities looking to increase rebate redemptions and encourage behavior change.
Only 29% of Americans view their utility provider as a trusted advisor, and other behavior change marketing programs compound the problem by speaking to customers as if they were all the same. We, however, understand everyone is different. Our segmentation system lets us speak to customers in a highly personalized way, ensuring the best possible chance to motivate them. And while most other programs recommend improvements their customers have either already made or are not likely to make, our program lets you know what they have already done and which steps they are more likely to take. We also understand that energy efficiency is extrinsically motivated, so we leverage that knowledge by offering limited time rewards and constant encouragement along the way.
The other problem is that half of all Americans claim to have made between one and three efficiency improvements, yet 64% say their energy bills have gone up. They are apathetic and angry because they have done some energy efficiency improvements but haven’t seen any real results. To improve their experience and their outlook, we allow customers to "FIND YOUR FIVE", a manageable, prescriptive list of energy efficiency measures they can take, and we frame it specifically for each person to encourage them in ways nobody else can.
Key Insight: People who complete more than four energy efficiency improvements perceive that they save money on their utility bills regardless if they do or not.
One size doesn't fit all.
That’s a key reason why many energy efficiency programs have hit a plateau in terms of participation rates and number of activities completed. Shelton Group, the nation’s only marketing agency focused exclusively on sustainability and energy efficiency marketing, has been polling American consumers for over 10 years. In that time, we have identified four consistent segments of the population when it comes to energy efficiency. Each segment has different characteristics, motivators and barriers when it comes to accomplishing energy efficiency improvements.
Do 5 Things embeds this understanding directly into our patent-pending segmentation algorithm and predictive analytics capability based on Shelton Group’s extensive research. The result is a highly personalized user experience that improves customer satisfaction and motivates them to continue on the path to energy efficiency. This allows you to increase rebate redemption and trace reduced consumption directly to behavior change.
That’s bad news for you and your customers.
Do 5 Things tackles this industry-wide problem by integrating rebate opportunities directly into the users’ energy efficiency to-do list. The value of the rebate is then presented next to the projected savings, along with links to corresponding policies and forms. We also integrate with your backend systems to report approved rebates back to your customers so they can see not only what they may qualify for but also exactly what they will receive.
This form of contextual presentation is a strong motivator and improves the overall user experience. Helping each customer find their five, couched in a language that speaks directly to them, encourages customers to accomplish other energy efficiency improvements and begins to change their behaviors in order to reduce energy consumption.
Do you get credit for helping customers reduce their energy consumption? With Do 5 Things, you will.
The majority of people, 80% in fact, think they don’t use more electricity today than they did five years ago, which simply isn’t true. That’s why Do 5 Things encourages users to make changes to their daily routines in order to reduce consumption, and why it does so in the highly personalized voice and tone appropriate for each of our proprietary segments. When we overlay actual consumption data from your backend systems with the dates that users self-report behavior change, users get a dramatic picture of the impact their behaviors have. And you’ll get a concise report of the direct relationship between behavior change and energy consumption.
The big win with the Do 5 Things platform is the ability to leverage this data to refine and optimize both the platform and other marketing initiatives.
At its core, Do 5 Things is a marketing optimization platform. So what does that mean?
Do 5 Things is designed from the ground up to deliver a highly personalized user experience based on Shelton Group’s proprietary customer energy segments. But we took it a step further and created a solution that enables multivariate and A/B testing of messages, campaigns and user interface designs. By tracking the results in real-time, we can help continually tweak your approach to optimize results for email opens, email and banner ad click-throughs, landing page conversions, transaction emails and platform messages.
If knowledge is power and power is your business, then knowledge is your business.
Do 5 Things tracks and stores user data to provide you with a holistic perspective of your customers’ interactions with the platform at both the aggregate and individual levels. View reports on key performance indicators directly in the platform or export reports as Excel spreadsheets and PDF files for distribution to internal teams and your public utility commission. It’s not just data, though. Our analytics module offers you actionable insights so you can modify your programs accordingly. We can also integrate directly with your systems in order to overlay actual consumption data with user-reported activities.
Do 5 Things is a comprehensive, state-of-the-art online tool designed to help your customers conserve energy. By leveraging the principles of behavioral science, Do 5 Things markets to your customers in a highly personalized way to increase customer satisfaction and create a more successful experience for lasting change. It provides prescriptive steps for them to take and teaches them a holistic approach towards true energy efficiency. And with Do 5 Things, you’ll be able to track their progress and assist them along the way.
Shelton Group is the nation’s leading marketing communications agency entirely focused in the sustainability and energy efficiency sectors. We can give you a sustainable market advantage for one simple reason: It’s all we do and all we’ve been doing for the last decade. Our quarterly studies connect us to the American market – and their drivers and obstacles around sustainability and efficiency – with a level of depth no other agency can match. And that depth allows us to craft better, smarter strategies and messaging platforms that ultimately help you create a market advantage.
If you'd like to learn more about Do 5 Things or schedule a demo, please complete and send this contact form. We look forward to hearing from you!
If you have questions, feel free to directly contact Patrick Hunt, VP Interactive for Shelton Group.