1. Ac! 6
Behavioral Science
Marketing
Chris Corcoran
VP Marketing & Strategy
OPOWER

2. Marketing Can Save The
Environment!
Chris Corcoran!
OPOWER!
Manager, Strategy and Marketing!
Next DC – Monday, January 23!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE!

3. Motivations for Saving Energy!
Conservation messages printed on door hangers and left on homes!
$$$! Environment! Citizenship!
Turn off AC &! Turn off AC &! Turn off AC &!
Turn on Fan! Turn on Fan! Turn on Fan!
Schultz & Cialdini. San Marcos Study, 2003!
Hewlett Foundation San Marcos Study!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 2!

4. Motivations for Saving Energy!
Conservation messages printed on door hangers and left on homes!
$$$! Neighbors!
Environment! Citizenship!
Turn off AC &! Turn off AC &! Turn off AC &!
Turn on Fan! Turn on Fan! Turn on Fan!
Zero Impact on Consumption!
6% Drop in
Consumption!
Schultz & Cialdini. San Marcos Study, 2003!
Hewlett Foundation San Marcos Study!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 3!

5. Utility Bill Facelift!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 4!

6. New Utility Front End – A Marcom Platform!
OPOWERʼs Multi-Channel Platform!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 5!

7. OPOWER Impact!
• We reach 8 million US homes today!
• Zero opt-in participation required, 85% action rate!
• Deployed nationally, could remove 4 million homes from grid!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 6!

8. Marketing Takeaways!
• Test messaging for effectiveness of motivation!
• Use all available channels; concentrate on the channels
where users naturally gravitate!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 7!

9. Thank You!
Chris Corcoran!
Manager, Strategy & Marketing!
Chris.corcoran@opower.com!
Weʼre
Hiring!!
www.opowerjobs.com!
OPOWER COMPANY CONFIDENTIAL : DO NOT DISTRIBUTE! 8!