Efficient Product Promotion Collaborative Fact Sheet - Clean Energy ...

INCENTIVES WORKING GROUP
EFFICIENT PRODUCT PROMOTION COLLABORATIVE
The Efficient Product Promotion Collaborative (henceforth, the Collaborative), an activity of the Super-efficient Equipment and
Appliance Deployment initiative’s Incentives Working Group, aims to strengthen programs targeting efficient and super-efficient
products. The Collaborative will connect international stakeholders throughout the energy efficiency value chain to inform
program design and maximize efficiency benefits at least cost.
The Collaborative will focus on incentive programs, informational campaigns, and award programs—considering their interactions
with marketing strategies and existing labeling programs such as ENERGY STAR. The Collaborative will leverage the vast existing
program design and evaluation knowledge base of its members and share insights internationally.
Background
National and subnational governments, utilities, and regulatory authorities around the world have implemented a wide range
of programs designed to promote efficient products. The United States and Canada collectively budget more than $9 billion on
utility demand-side management programs. Other governments are devising new programs with similar aims, but they are using
different approaches. India, for example, is finalizing its Super Efficient Equipment Program, a multimillion-dollar program that will
provide incentives to manufacturers of super-efficient ceiling fans and will eventually expand to other appliances. Governments
and utilities also regularly invest in promotional campaigns to raise consumer demand for energy-efficient products.
Large-scale and rapidly expanding appliance incentives programs offer a major opportunity to improve global product efficiency
through best practice programs and creative marketing practice. There is an impressive array of existing experience with program
design based on rigorous analysis of past program performance. These insights can be shared globally and further augmented
through advanced approaches such as prospective analysis of program design options.
The Collaborative
The Collaborative will gather and share information regarding the design of effective programs and marketing strategies to
promote both efficient and super-efficient products to consumers worldwide. The Collaborative is not intended to focus on
regulatory structures. It will not be utilized to endorse any particular product or services, or to provide consensus advice regarding
the programs or policies of any participating government agency.
The Collaborative is intended to involve stakeholders throughout the
global energy efficiency value chain who share an interest in effective
program design. Although membership in the Collaborative will be limited
to governments or government agencies, the Collaborative will facilitate
communication among a wide range of stakeholders from the private sector
and civil society. Individual organizations or companies (such as utilities,
retailers, and manufacturers) are invited to express support for the goals of
the Collaborative and may engage with and provide in-kind support to the
Collaborative, as appropriate.
Activities
To aid in the design of effective programs to promote efficient and superefficient
appliances, the Collaborative will pursue the following activities:
Compile existing analyses to surface and share program design
insights internationally
As useful, encourage new analyses of the factors most critical to the
success of programs on an impact-per-dollar basis (for example,
through randomized controlled trials to test different program designs
and their interaction with marketing practices)

Encourage international technical work that enables
more successful programs and private-sector
marketing efforts to promote efficient devices
Share resulting insights from these activities to
improve the design of efficient appliance programs
on a global basis (for example, by facilitating
international, bilateral exchanges between utilities and
regulators) and, as appropriate, coordinate promotion
efforts to unify messaging and achieve economies of
scale
Governance
The Collaborative’s activities will take place under the
umbrella of the Financial Incentives Working Group of the
Clean Energy Ministerial’s Super-efficient Equipment and
Appliance Deployment Initiative (SEAD). The Collaborative
Labeling & Appliance Standards Program (CLASP), as the
SEAD operating agent, will provide programmatic and
technical support, and the Lawrence Berkeley National
Laboratory (LBNL) will provide analytical support.
India and the United States have both agreed to participate
in the Collaborative. Outreach to all Clean Energy Ministerial
governments is ongoing.
The Alliance to Save Energy has agreed to support the
efforts of the Collaborative in an advisory role.
To take advantage of the significant progress and body
of work experience of programs in the United States
and Canada, the U.S. Department of Energy (DOE) has
approached the Consortium for Energy Efficiency (CEE),
the North American association of U.S. and Canadian
administrators of utility, state, and provincial efficiency
programs. CEE’s member organizations collectively
budgeted more than $7.9 billion in 2011 to implement
energy efficiency programs for the benefit of the customers
they serve. Consistent with CEE’s mission to support
the advancement of energy efficiency, the Consortium’s
members welcome the opportunity to enhance the energy,
economic, and environmental benefits created by their
programs through internationally coordinated efforts led
by the DOE through SEAD. CEE is in active discussions with
DOE regarding a cooperative agreement to share U.S. and
Canadian program lessons and to cooperate on mutual
areas of interest, which may include support on program
design through the Clean Energy Solutions Center.
The Collaborative’s efforts with the Clean Energy Solutions
Center will aim to support program managers seeking
to design high-impact appliance efficiency programs.
Support provided by the Solutions Center may include the
following:
Delivery of expert assistance on efficient product
incentive programs, including building demand for
such assistance through its outreach mechanisms
Design and moderation of an expert network of
government officials and others engaged in the
design and implementation of appliance and
equipment efficiency programs in order to foster
peer-to-peer learning and exchange of experiences
and approaches
Outreach and training through webinars, blogs, and
other virtual forums
Highlight and make available key reports and
tools for supporting appliance efficiency program
design on the Clean Energy Solutions Center at
www.cleanenergysolutions.org.
Expressions of Support
The following organizations support the goals of the
Collaborative. These organizations may, as appropriate,
engage with the Collaborative and provide in-kind
support; however, expressing support for the
Collaborative’s goals does not obligate any of these entities
to commit resources to the Collaborative or to engage with
the Collaborative directly.
Alliance to Save Energy
Austin Energy
Climate Policy Initiative
Consortium for Energy Efficiency
Natural Resources Defense Council
Northeast Energy Efficiency Partnerships
Pacific Gas and Electric
Southern California Edison
23 April 2012
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