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Heading into the home stretch of 2016, the NW Ductless Heat Pump Project and Hot Water Solutions' collaborations with the market are in full swing. Read on to learn more about promotions, program updates, and how you can participate.
Go to NW Ductless Heat Pump Project Updates
Go to Hot Water Solutions Updates |
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UPCOMING UTILITY UPDATE WEBINAR
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Join the NW Ductless Heat Pump Project and Hot Water Solutions on Tuesday, October 18 from 9:30 a.m. to 11:00 a.m. to learn more about upcoming 2016 program and marketing activities, how your utility can participate in market promotions, Market Progress Evaluation Report results and real estate project updates.
- NW Ductless Heat Pump Project: 9:30 a.m. to 10:15 a.m.
- Hot Water Solutions: 10:15 a.m. to 11:00 a.m.
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REAL ESTATE SOLUTIONS SUMMIT
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NEEA is hosting a series of four Real Estate Solution Summits in the region. The Solution Summits are intended to provide first-hand insight from Real Estate professionals on the challenges and opportunities to recognize energy efficiency in the real estate transaction. Solution Summits have taken place in Medford, Oregon, Bellevue, Washington, and Boise, Idaho so far and have been great events. The next Solution Summit will take place in Missoula, Montana toward the end of October. NEEA will provide highlights after the conclusion of the Summits series, please get in touch with Neil Grigsby if you have any questions.
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ENHANCING ONLINE EXPERIENCES
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Due to utility partner feedback and consumer online search patterns, the teams changed references from 'utility incentives' to 'utility rebates' on GoingDuctless.com and HotWaterSolutionsNW.org. Additionally, the teams are introducing new decision-making tools and educational videos to enhance consumers' experiences while researching their electric space and water heating options. Both changes should result in greater consumer awareness of ductless heat pumps, heat pump water heaters, and utility rebates available for each technology. Learn more at the links below.
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The ductless heating and cooling system market has been building momentum through Q3, preparing for peak season in Q4. Project updates and highlights below offer a snapshot of activity in the region through the end of Q2:
- 9,300 estimated total sales in Q2 2016, a 15% increase over Q2 2015
- 2,717 estimated incented sales in Q2 2016, a 3% increase over Q2 2015
- Estimated target market saturation for total ductless heat pump sales include:
- Single family zonal - 10.45%
- Single family electric forced air furnace - 3.02%
- Manufactured homes electric forced air furnace - 0.37%
- Several utilities and NEEA attended the annual Mitsubishi Gensco installer event to learn about supply chain achievements in 2016 and goals for 2017
- Delivered two best practices trainings with content from the NW Ductless Heat Pump Project and the Efficient Homes Initiative to residential single-family new contstruction stakeholders at Johnstone Supply
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The region can take advantage of the Mitsubishi - Gensco promotion on single-zone systems through December 25. Details include:
- $350 markdown on 1:1 Mitsubishi ductless system installations
- Available October 1 through December 25, 2016
- Offered in Idaho, Montana, Oregon and Washington
- Equipment must be purchased from and installed by a Mitsubishi Diamond Dealer
- Find installers at savonheatingbill.com
The Project developed a
utility promotion FAQ
summarizing promotion details and answers to consumers and utilities. It includes customizable, promotional content for you to communicate the offer with your electric customers via email, newsletter, website or social media.
These resources will be available on September 30.
Let us know how you communicate this opportunity to your customers.
Download Resources Here on September 30
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MARKETING TOOLS IN DEVELOPMENT
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CUSTOMER TESTIMONIAL VIDEOS
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| The Project and The Heat Pump Store have completed the first draft of three ductless system testimonial videos. These videos feature homeowner interviews expressing satisfaction with ductless heat pumps and the installation process, providing the region with a compelling word-of-mouth marketing tool. We anticipate the videos will be available to the region in late Q4. |
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REGIONAL CUSTOMER SEGMENTATION TOOL
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The Project is developing a regional ductless heating and cooling system market segmentation tool. The tool encompasses profiles of likely-to-purchase customers, a consumer purchase journey map, and a propensity model that identifies top zip codes where these likely-to-purchase customers reside. NEEA anticipates the tool to be available for use by the beginning of 2017.
Please let us know if you have any questions about these marketing updates.
Contact Becca Yates |
On October 1, Bonneville Power Administration's (BPA) 2016-2017
Implementation Manual
is released. Changes to ductless heat pump requirements and incentives can be found in section 10.8.1.
If your utility's form and rebate amounts are changing, please send the Project your form and rebate information so we can update
GoingDuctless.com
. You can also manage your rebate listing on GoingDuctless.com, please reach out to us to get credentials and a content management guide.
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MITSUBISHI DUCTLESS DISPLAYS
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Mitsubishi has a limited number of ductless displays available to Northwest utility partners at no cost. The display includes a mock indoor head and outdoor compressor, providing customers with a better understanding of what a ductless heat pump is and how it works. Get yours while you can!
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MASTER INSTALLER PROCESS UPDATE
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Previously, when an installer became a Master Installer, we added their designation to the 'Installer Finder' on GoingDuctless.com. Now, the Project will notify utilities in the area about the addition before the installer is added to the website. Please let us know if you have any questions.
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2016 has been a year of great progress and change in the water heater market. Both sales and utilities offering heat pump water heater rebate programs have increased dramatically year-to-date.
- 4,247 estimated unit sales 2016-to-date, 88% more than 2015
- 13,952 estimated unit sales/installations initiative-to-date,
- 77 utilities offering programs, a 51% increase over 2015
- 2 manufacturer product promotions on high-tier product
In the last few months, the heat pump water heater market has experienced some shifts:
- The largest water heater manufacturer in the U.S., A. O. Smith, launched a Tier 3 heat pump water heater in wholesale and retail
- GE announced, after 2016, they will cease production of their heat pump water heater product due to profitability challenges with lower-than-expected sales after the 2015 federal standards update
- In addition to the A. O. Smith Tier 3 heat pump water heater currently in the market, the team anticipates another Tier 3 product launch from a major manufacturer in late 2016 or early 2017
Based on these market conditions, Hot Water Solutions is focused on quickly ramping A. O. Smith sales and ushering additional manufacturers to market. With your collaboration, we hope to close out 2016 on a high note.
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A. O. Smith and Hot Water Solutions are partnering to make the new Tier 3 A. O. Smith Voltex 50-, 66- and 80-gallon heat pump water heaters more affordable for Northwest residents. This promotion is available through qualified A. O. Smith installers across Idaho, Montana, Oregon and Washington. Consumers can take advantage of this promotion through qualified installers at
HotWater.com/NW
; installers may purchase product at Ferguson and Gensco locations. Details of the wholesale promotion include:
- Up to $400 markdown on A. O. Smith Voltex Tier 3 units
- Available through March 31, 2017 or while funds last
- Find qualified Northwest installers at HotWater.com/NW
- Discount/pricing may vary by distributor and installer
Hot Water Solutions developed
promotion marketing materials
for you to customize into an email, newsletter, or social media communication. Let your customers know they can now save up to 60% on electric water heating costs!
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The GE GeoSpring promotion will continue through the end of the year:
Individual retail locations determine pricing and participation; there is likely variance in the region.
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INCREASING CONSUMER AWARENESS
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Hot Water Solutions began implementing a consumer media campaign and placing public service announcements in late June 2016. These activities increase consumer awareness and familiarity with heat pump water heaters, and support local utility and supply chain partner marketing efforts. The first media flight wrapped up in late July; the second launched in August and concludes at the end of September. We'll provide results after the conclusion of the campaign; stay tuned.
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CONSUMER EDUCATIONAL VIDEO
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To provide the region with a tool for educating consumers on the benefits of heat pump water heaters, Hot Water Solutions created three distinct videos:
- A 70-second educational video
- A 30-second versus for public service announcements or paid advertisements
- A 15-second social media and promoted content version
Messaging in the videos focus on the energy and financial savings benefits of heat pump water heaters, available utility rebates and product reliability. NEEA anticipates the videos will be ready for use in late Q4.
Utilities will have the opportunity to customize the 'end card' on these videos to include utility logo and URL. NEEA will send the videos out to utilities by the end of October for review. Any utility that wants versions developed with their branding for their use can let NEEA know at this time.
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On October 1, Bonneville Power Administration's (BPA)
heat pump water heater program changes
take effect. That means a new rebate structure with rebates based on Tier, regardless of tank size.
If your utility's rebate structure or amounts are changing, please let Hot Water Solutions know so we can update
HotWaterSolutionsNW.org
. You can also manage your rebate listing on HotWaterSolutionsNW.org; please
reach out to us
to get credentials and a content management guide.
We will update EcoRebates with all program changes on November 1.
EcoRebates manages all the heat pump water heater rebate listings for companies like The Home Depot, Lowe's, and A. O. Smith. This ensures consumers see current, accurate utility rebate information when researching products online.
Tell Us Your Updates
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Hot Water Solutions and the NW Ductless Heat Pump Project are programs of the Northwest Energy Efficiency Alliance (NEEA). NEEA is an alliance of more than 140 Northwest utilities and energy efficiency organizations working to accelerate the innovation and adoption of energy-efficient products, services and practices in the Northwest.
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