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hi everyone welcome to our webinar today the topic for this webinar is Connecticut's low and moderate-income solar customer segmentation analysis this webinar is presented by the Clean Energy States alliance as part of the sustainable solar education project this project is supported by the US Department of Energy solar energy technologies office before I pass it over to our host for this webinar and to our guest speakers I'd like to go over for this webinar are in listen-only mode you have a couple of options to join the audio portion of this webinar you can either call in using a telephone or you can join using your computer making speakers if you'd like to minimize your webinar console so if you the presentation full screen you can click on the little orange arrow that you see there circled you can also use that arrow to expand the webinar console a very important note we ask that you please submit your questions and comments as you think of them throughout the webinar by typing them into the question box in your webinar console and hitting extend we will be reading through your questions as they come in and we will get to as many questions as time allows we expect to have a lot of people on the webinar and that should mean a lot of questions so don't wait until the very end to submit your question type it in when you think of it you will get to as many as we can final note this webinar is being recorded we will be posting slides and recording of this webinar on our website and we will send you an email with those materials within about 24-48 hours you can find those materials from today's webinar as well as slides and recordings from all of our previous webinars aren't ceases websites at CC dot org backslash webinars and with that I would like to pass it over to our host critical webinar Diana chase diana is a program associate there the clean energy states Alliance and she is going to get a studded LAN Thank You Samantha as Sam said I'm Diana Chase and I'm a program associate at the clean energy States alliance or sisa we're here today to talk about Connecticut's low and moderate-income solar customer segmentation analysis but first let me just briefly introduce you to sisa we're a coalition of public energy agencies mostly state agencies from around the country working together to advance clean energy you can see our members here we're presenting this webinar today as part of our sustainable solar education project the sustainable solar education project which is funded by a grant from the US Department of Energy solar energy technologies office provides information and educational resources to help states and municipalities ensure distributed solar electricity remains consumer friendly and benefits low and moderate income households the sustainable solar education project provides guides webinars and other resources it also has a free monthly newsletter highlighting news from around the country on solar consumer protection and equitability Sam if you can advance the slide you can find all of these resources at the link at the bottom of the screen as part of the sustainable solar education project we're producing a series of webinars this fall and winter on low and moderate-income solar program design as part of this series today's webinar will discuss Connecticut's low and moderate income customer segmentation analysis our learning objectives for today's webinar are to recognize some of the differences within low and moderate-income populations and to consider how these differences can be used to identify and reach those customers who might be most interested in solar I'd like to introduce our speakers now Isabel Hazelwood is associate manager of statutory and infrastructure programs at the Connecticut Green Bank she manages the green banks participation in federal department of energy solar energy technology office programs and other initiatives to facilitate faster and cheaper solar PV deployment Isabel's expertise lies in developing and implementing strategies that address regulatory barriers to solar deployment at the state and local level prior to joining the Green Bank Isabel worked at several nonprofit organizations focus on community and brownfield redevelopment in New York City Alex Bradley is a Senior Account Executive at C&C East over the course of his career Alex has managed a wide variety of projects across multiple industries including planning and executing integrated marketing campaigns for Transportation Security Administration's PreCheck program and Columbia Gas of Massachusetts energy efficiency programs Alex has also completed branding and outreach projects for Ameresco the Department of Defense's military childcare comm program architect of the Capitol u.s. EPA's Energy Star program and Smithsonian's National Museum of Natural History and now I'll turn the platform over to Isabel Isabel thanks Dianna's and to get us started I'm just going to give a quick introduction to the Green Bank and some background on this project so for those of you who aren't familiar with the Connecticut Green Bank we are a quasi public state agency in Connecticut we're actually the nation's first Green Bank and our mission is to use our limited public dollars to attract private investment in Connecticut's clean energy economy to make clean energy both easier to access and more affordable for Connecticut residents and in 2016 we actually added a fourth goal to our organization mission which is to support affordable and healthy buildings and low to moderate income and distressed communities in Connecticut so while we partner with private capital providers to enable financing for clean energy projects in the residential commercial and multi-family spaces one of the biggest residential programs that we have in Connecticut is our residential solar investment program and this is a declining incentive program open to owner-occupied households single family households in Connecticut we launched this program in 2012 and after it launched we saw a huge growth in our residential solar PV market in Connecticut even as sub these continue to decline so that was very encouraging but when we started to take a look at the market and the distribution of solar adoption throughout the state in late 2013 early 2014 we saw that penetration was much higher and upper income census tracts than it was in our lower income census tracts and in fact in 2014 only 29% of residential solar projects were in census tracts with a median income less than 100% of the area median so that kind of signaled to us that we needed to take a closer look at our low to moderate income communities and think hard about different programs and strategies that we could employ to boost solar adoption in those areas and achieve more equitable distribution of our resources so as a first step to that we kind of had to take a hard look at our low to moderate income market in Connecticut and part of that was actually defining what we mean when we talk about low and moderate income households so in Connecticut we have a state median income of about $70,000 but we also have very large discrepancies in the median income depending on the geography that you're looking at in the state so sometimes that differential can be as much as $20,000 and for that reason we decided to use area median income instead of state median income as our proxy for defining low income and moderate income and that also helps us align with our other state housing agencies and so when we started to look at the census data to see where these households were located in the state and kind of how much of our population was living in these lower-income areas we found that there was actually a large opportunity amongst lower income homeowners so in Connecticut about 40% of households earning less than 80 percent of ami are homeowners and 65% of households earning eighty to a hundred percent of ami are homeowners so that was one great opportunity for us traditionally our programs were focused on owner-occupied households in Connecticut so that seemed like a strong market opportunity to pursue right off the bat and then another key element to designing our low income strategy was to use market research to really hone in on our target audience and understand their needs and their desires and how we can adapt our messaging and our program offerings to really tap into that market and we had done some market research previously that highlighted some potential opportunities amongst these lower-income constituents so one was a 2012 analysis of credit quality of Connecticut residents that showed us that income and FICO score don't necessarily poorly in Connecticut and that there's a large population of lower-income households within the state who have very strong credit quality and additionally we ran a market segmentation in 2014 of all of the customers who had gone solar through our residential solar investment programs regardless of income just everyone click on solar and saw that even within that already there was a lower-income market segments that was interested in going forward so that was also very encouraging to see that the demand was there we just needed it to really focus on how we could reduce barriers to access for these communities and make it a more direct strategy to help these lower-income communities learn about the benefits and paths that they have available to them to go solar so in 2015 we brought to market a couple of different strategies for achieving that goal one thing that we did was launched a LMI incentive within our residential solar investment program this elevated incentive is about three times higher than our market rate incentive and it's available to households earning 100% of below of the area median income but in order for a customer to access that incentive we actually only allow qualified contractors to access an incentive so that we can review the products that they're bringing to market and ensure that the value of that elevated incentive is really being passed through to the end customer and having a significant impact on their energy burden and then simultaneously with that we launched an RFQ for an investment in a contractor partner to develop or launch within the Connecticut market solar products that were specifically aimed at lower income consumers and out of that we developed up partnerships with a company called positon who has a solar for all model that relies on alternative underwriting to offer solar leases as well as energy efficiency savings agreements to customers to really help them have holistic solutions for reducing their energy cost and then lastly although not specifically focused at low income we also launched a credit challenge version of our smart loan product we partnered with an organization in Connecticut called capital for a change to do that and it allows customers with psychos as well as 580 to qualify for a smartie loan to finance those solar and energy efficiency measures in their home so we brought all of these solutions to the market around 2015 and we've been tracking progress today in penetration of our lower income census tracts and we've actually seen very strong growth in those markets so in 2017 actually about 48% of solar PV projects residential solar PV projects in Connecticut were installed in census tracts less than 100% of the area median income so we're starting to get to that parity level between upper income and lower income census tracts but one of the most interesting things about that that growth is that in 2017 only about 32% of the solar projects installed in those lower-income air areas were positive projects so 70% of those lower-income customers which to go solar not necessarily through one of the specific programs the Green Bank has been promoting as avenues to reduce various access for those communities and so that's kind of what prompted us to engage the CPSC to better understand this market segment and wrap our heads around the demand that we were seeing in the lower-income market in the state and so we had a about 4,000 projects at that point in census tracts less than 80 percent of area median income and we turn those over to C plus C in January of this year to do a market segmentation analysis for us and found some really interesting results so for that I'll pass it over to Alex to kind of take you through the funding hello everybody I am Alex Bradley Thank You Isabel and just a little bit about CFS social marketing and PR I'm based out of our Boston office we're actually a headquartered out in Seattle though and we do a lot of work primarily with social good type clients everything from clean energy to healthcare to traffic safety and like is always saying we've been working with connecting Green Bank for you know about a year now on segmentation projects like the one that I'm about to go over here so if I can there we go so quick agenda just I'm going to go over the assignment overview which Isabel just alluded to a little bit all over our high-level findings customer personas which based on the overall target audiences that we come up with we basically created customer personas for each audience that kind of helps visualize who they are who the likely customer is as an individual and then we'll talk about where their geography is within Connecticut potential marketing strategies and how we can use this data so assignment overview we developed the segmentation model of solar customers to help inform cost-effective acquisition strategies again using that list of 4,000 customers provided by connecting Green Bank we're interested in servicing the load modern income homeowners in Connecticut wants to define low to moderate-income market segments that have a high potential for rooftop solar to become customers for rooftop solar we want to uncover insights to help target help targeted marketing approaches aimed at high potential audiences and we want to determine how to best utilize the data and these insights to help develop messaging and media recommendations so really quickly about our methodology here we were provided the list of low to moderate-income solar customers in Connecticut we provided that to a company called Clair tops which geocoded that list and assign each one of those to what are referred to as prism premiere lifestyle segments which some of you may have heard of basically these are lifestyle segments that everyone in the country falls into they're based on kind of general demographics geography income and a variety of other variables that kind of put everyone into these individual groups so everyone in that list that we provided them with was a science of one of these lifestyle segments once they were assigned to be lifestyle segments they were able to construct five different target audience groups made up of multiple like-minded prism premiere segments they provide a descriptive behavioral data and geographical data along with these individual five target audience groups which we then took we analyzed for high level findings and developed some marketing messaging in thanks for each of those started audiences so to go over our high level findings like I said there was five total target audiences you can see here Connecticut target count in Connecticut target index just a little bit of background information about this to better understand what this means and you can find this in the appendix of this presentation as well counted index are terms used to determine the likelihood of a target audience to exhibit a certain behavior so in this case that behavior is purchasing solar so the count is the universe against which that product profile is compared to its the total population the index is the extent to which the usage of the product so is concentrated in a given me with a type in relation to the average of 100 so anything above 100 index is more likely to exhibit that behavior anything under 100 is less likely to exhibit that behavior so you can see the chart on the right here the 3 the last 3 target audiences have higher indices while the first two has lower and one of the things to note on this is that we did end with 5 target audiences but the last three here not only do they have higher indices but they're actually also lower income which is where we want to focus our efforts on for this specific project so everything we go over from this point on will be focused on those that dollars and cents seeking stability and surviving not thriving also those are names that we apply to these target audiences to help better visualize and better represent make it easier to refer to the given target audience so those are names created by us moving into customer personas so again we created personas based on each of these individual target audiences to talk about who the likely customer is so starting with dollars and cents and going over some key demographics of this group there a you know family and their mid 30s they're going to have some kids they're college educated this is this is a higher income of the three groups that we'll look at today one thing to keep in mind is that this is based in Connecticut so while this is kind of a lower-income group of Connecticut Connecticut does tend to have higher median household incomes higher home values things like that compared to a lot of other places in the country but there's a couple that's married it's a group that's epically diverse and it's also our largest of the three groups so is that we develop our customer persona again this is mid 30s with college with you know three kids they're college educated white collar Judy works you know she works a white collar job she's going back to school to get a graduate degree Dante is more of a white collar businessman their text to have you there kind of early adopters especially you know for their age group on kind of you know the later end of the Millennials but their adopters of new products they use social media frequently the the internet frequently they're also financially responsible you know they they tend to invest rather than save their money though they're kind of smart when it comes to that so they're not afraid to spend and definitely more of the DIY type of target audience they recently remodeled their kitchen they plan to add solar in the next year and that's actually adding solar in the next year that's actually a behavior that we have that we know that this group wants to participate in so that's actually based on on real data and knowing that this group wants to purchase solar and they're also active you know they're they're very much a young family they bite they hike they go out and attend activities like sporting events and movies and things like that so given all of that information we can kind of you know those are some of the T key takeaways from this group and we need kind of craft our messaging and marketing approach based on some of that useful information I just talked about so for each of these personas we're going to look at recommended messaging and visual cues and what sort of media are they using what's that that's media to target this group with so in terms of messaging once talked about smart use of finances choose where to spend your money stress that investment stress that ROI this is a group with a little bit more disposable income than a couple of the other ones we'll look at so it's all about investing in the future talk about smart tech-savvy messaging visual cues you want to focus on the young family imagery the active lifestyles make sure we keep it ethnically diverse and kind of well-kept middle-class home media this is definitely a group we would want to focus more on digital media in addition to radiance radio TV but I think primarily here we would do things like organic and paid social media paid search digital display ads and you know play on that idea that they're more tech savvy in their frequent users of social media our second target audience is what we refer to as seeking stability so demographics here again this is a little lower income level also slightly higher median age so we're talking you know late 30s here kind of a mix of blue-collar and white-collar not so much a family we're going to see individuals here more often than not single or divorced but again a diverse group in terms of ethnicity in a slightly lower total customer count as well so this persona we refer to as Curt she's a single African American male he's in his mid 30s working in sales maybe he's making about fifty five thousand a years though doesn't take great care of his home doesn't have a ton of disposable income but you know he would eventually like to do something like remodel a certain room of the house his house maybe he's also someone that's currently looking for a new job he's not quite satisfied where he is it's going back to school to complete his bachelor's degree so definitely someone that wants to take that next step in life feels like he's kind of stuck but you know wants to climb that ladder and is making moves too to make that happen it doesn't do well to make a lot of investment skills are too risky again doesn't have that disposable income watch is a very large amount of TV and Trust TV more than any other media source and consumes little media beyond that with the exception of you know using the internet for job search or things like that so what is it's all small current how do we want a message Curt in terms of messaging getting the most out of your paycheck making your money go further bettering yourself you know proving your lifestyle and future type of messaging we would geared towards him knowing you know he's a group that's looking for new jobs they're going back to school visual cues keeping it ethnically diverse more of an urban audience versus the suburban town audience that we kind of just looked at and definitely still middle-class media I mentioned obviously TV would be a big one here and then online ads and I think also direct many direct mail would be ineffective messy here as well the last target audience here is surviving not thriving here we have again this is the lowest of the three in terms of income level also the old in age so we're looking about mid 40s here definitely more of a blue-collar group and again we're talking mostly individuals so it's going to be singular divorced individuals still a fairly ethnically diverse audience which we really saw across all three of these targets and a little less educated high school diploma versus some of the college education we've seen and then in terms of total target population this is the smallest of the three by a decent margin so this persona is someone we referred to as unless you did before divorced white female in her early fifties with no children she's a high school graduate working full-time as a hairdresser she lives in a house a very long time at this point but doesn't really invest much and the property doesn't spend a lot of time making renovations or anything like that she kind of feels like she's stuck where she is in terms of her career in her living situation she reads a lot of newspapers and you know the occasional Soap Opera Digest or magazine of that nature watches high volume of TV which is usually daytime TV soap operas game shows reality television things of that nature and generally pretty risk-averse but she does purchase lottery and scratch ticket but again it doesn't have a lot of money to spend on things like luxury items or dining ham so with this information messaging it should be all about financial control all about lowering your bills be very direct with the messaging speak to you know the immediate need for EMA of lower bills minimal risk avoid any type of tech speak visual cues again should focus on the individual versus the family and should be you know a little more traditional and blue-collar feel to them and media I think this would definitely be a good opportunity for a direct mail campaign obviously we know she watches TV and reads the newspaper as well subs local TV newspaper would be a good medium as well so those are our three target audience our customer personas at this point I'm going to go a little bit into where they're located geographically and I know not everyone on the call is from Connecticut but you'll see this kind of this is kind of less just a puzzle I think you'll see it all kind of come together in terms of how this can be made into a really a full-fledged marketing campaign using both the geography and what we just talked about and then I'll also talk about some ways that this can be applied to you know other states that more of a national level so the actual versus potential report is what we call this this analyzes the penetration of the imported data which in this case is the original customer list we received from Connecticut Green Bay and it compares it to the potential for a specified behavior which in this case is purchasing solar so the actual market penetration refers to existing customers within a given geographic area versus potential market expansion which measures the likelihood of that geographic area to purchase solar so what can this answer for us this can say this can tell us how is my business performing what is the best strategic approach to take in each of my markets where are my opportunities for growth where should I invest my marketing budgets where should I place new locations in the market so from this report we get four different strategies each of these strategies is basically named after what it's telling you to do so we start with dominate and basically this is saying you have a high actual penetration within this market and you were expected to have a high penetration high potential high actual so you are performing as expected basically keep dominating that market keep you're thriving there continue your efforts invest is low actual penetration versus high potential so you're expected to do good in these markets but you're underperforming so this is a high potential opportunity for a significant ROI this is really where you want to you know highest potential for expansion and a good place to focus any marketing budget maintain is high actual low potential so you're performing better than expected these markets there's high penetration rates but it's really you know kind of an outlier weren't really expected to do well in those markets so the strategy is to maintain efforts but I'll get back to that in a couple slides and then the last strategy and innovate which is low actual low potential so you weren't expected to do well on a market and you're not doing well so the strategy here is to innovate change your efforts you know change your product but generally it's a place where you don't want to invest money before some of these other strategies so this map just shows us it kind of color codes those strategies and shows us where these specific geographical areas are we only spend too much time on this but I think the first thing that jumps out at us is the innovate counties across the map and if we don't want to focus on innovate then we take those out immediately and we're able to have a much more focused marketing approach this is another extremely useful piece of information where within each of our target audiences we are able to I pulled out be dominate and invest zip codes and we're able to look at not only in which zip codes we have potential customers in but how many potential customers and what's the likelihood to purchase solar so if we were to conduct marketing campaigns this would be really useful information in terms of where some of the best places to start are from a geographic standpoint and I'll go through these maps really quickly this is just a map of where the actual customers are laid out within the state of Connecticut so this is our first customer group this is seeking stability and this would be surviving not thriving so this kind of shows you where in the state are actual customers are so the analysis of this reports based on these four strategies we would recommend focusing on domination invest because those are the strategies with the highest probable expansion you know it doesn't make as much sense to focus on a section a geographic area like maintain or in a vase simply because there's just not as much room for expansion and one thing that this doesn't take in consideration is that with solar we're not selling their products on a regular basis to the same customers you make one purchase and you know that's basically it it's not like selling coca-cola where you are going to maintain County and you expect them to continue buying your product so I think maintain kind of takes a backseat here with solar whereas with other products maybe it gets bumped up a little more but here we're considering the maintains it goes a secondary target at that whereas innovate we're basically saying avoid altogether you know until unless you have unlimited funds and you go through your other markets there's no reason to focus on innovate for the others so focusing on dominate and invest over those two it narrows down the Connecticut market to 32 percent of the state population right off the bat so like I was saying immediately allows for more significantly focused marketing strategy and then you can narrow down even further once you get into specific zip codes and some other factors so this is the last piece of geography just a quick overview of you know how this might apply to other areas of the country like I was saying each of these target audiences is made up of a number of different prison segments so each prison segment has their own geographic locations they have their own kind of overview I've included each of those a little blurb about them in the appendix of this so feel free to take a look at that afterwards and basically it'll show you you know where the where on the map each of these is located we pulled out some of the the key states here and then take a look at the urban isset er they are they urban and metro mix are they more of a country demographics so take a look at that and then I'll go into a little bit more about the potential marketing strategies that I referred to a few minutes ago well dive into those a little bit deeper starting with digital media use paid and organic social media huge search engine marketing targeted digital display has to reach your audience obviously again you want to focus on the audience's that we know actually use these technologies these mediums so focus on Judy and Dante rather than the second two they're the ones we know are on social media they're on internet they have smartphones and with platforms like Facebook and Google you can actually target specific prism segments with high potential zip code so you can actually say I want to target you know these two segments within this target audience and you know you'll be hitting your exact customer within the exact zip code Digital Mills is a excuse me Direct Mail is another great potential marketing tactic utilized this was identified as high potential areas to reach your audience and you can you know you can narrow down by zip code and find a list that services a certain number of zip codes you can do a search for this online and find brokers that are willing to to provide those lists for you and help you narrow down your your target audience local advertising TV radio print outdoor advertising again identify the most commonly used forms of media within your target audience so maybe it's not all those but maybe it's maybe it's Kurt who had a high propensity to watch TV combine that with outdoor advertising which is still definitely a valid form of communication whether it's on Billboard's or public transit or you know high-traffic areas in malls and building lobbying is having signage there one thing about local advertising whilst a traditional broadcast television tend to be fairly expensive and will reach you know there's there's a lot of there tends to be a lot of waste especially depending on your market in Connecticut in particular has some complications with that so be careful about how you spend on traditional broadcast television but cable TV and Internet TV allows for a more targeted approach more efficient use of your marketing dollars and then really with any paid marketing campaign we would recommend some sort of community outreach to secondly reach your audience you know do some canvass didn't get boots on the ground meet your customer in person talk to them figure out what the want you get partnerships with local organizations local community groups faith-based institutions and and kind of get them at the ground level so simple messaging and creative we developed some sample ads just based on each of the three target audiences that I went over so you know each of these target audiences as I've discussed as different lifestyle behaviors they have different traits they use different forms of media they can be in different parts of the state or the country but it's kind of one common denominator with each of these is that especially with low to moderate income customers really it's going to end up at the end of the day it's going to be about saving money and there's different ways that you can position that you can position it as cutting your bills as investing in the future and so think about your target audience and how you can craft that idea to fit with what they're really looking for but but really we find time and time again that the the driver in sales is about saving money especially with again the low to moderate income so in this section I'll talk a little bit about using priority cluster data and how we can go about forming a full marketing strategy so again marketing efforts are really only as good as their data and like with this particular project we had instead with a very solid list from Connecticut Green Bank with all the information we could have possibly wanted we were able to develop a really thorough you know insights and data set based on that information so start with that and then you can use it to define your target audience create relevant messaging reach your audience through the preferred channels and maximize your marketing budget through TTIP territories of opportunities so basically throughout this presentation we've seen we know who our customer is we know what media they intake you know where they are and we think we have a pretty good idea about how to message them so that's kind of all the ingredients you need to put together a solid marketing plan so the first steps you want to define your target who are you trying to reach maybe it's not all three targets but maybe you want to choose one maybe even want to choose a couple of the individual prism segments within that single target audience but make sure you know who your target audience is and and remember don't you know don't look the water get get muddy there make sure you focus on that individual target and make sure you outlined an objective for that target so what are you trying to get people to do is it are we're in this campaign are you generating leads would you want them to upgrade is it just the trial so make sure you know your target audience and you know exactly what you want them to do then of course the terminal budget where do you want to spend and what does a positive ROI look like in the end what you want that budget to achieve and of course this is an important one identify a strategy how will you get them to do what we want them to do where is the target consuming media and how so again those are things that we attempt to enter in this presentation regards to those three target audiences then develop the creative what is the message what does it look like make sure you're looking feel the campaign is the same throughout all of your pieces if you're focusing on targeted one Judy and Dante make sure you know if you do three different pieces make sure it's the same look and feel make sure the tone is the same it should have a really consistent design across the entire campaign and again make sure that you are tailoring that if you are focusing on multiple targets that you tailor that if it's Judy and Dante and Kirk separately you have kind of your own each has their own look and feel execute the Technic so how will your message get across again digital display Direct Mail the different tactics that I just discussed and make sure you're tracking make sure you find ways to get valid metrics on all of your all of your mediums whether there's Google Analytics whether it's working with the media partner that provides some results from the campaign and then that will allow you to kind of evaluate the campaign did it build awareness did have the effect that we were hoping did it drive sales and then you can kind of take a look at that and then optimize for any marketing efforts in the future so using segmentation data at a national level level so again everything outlined in this deck is for a low to moderate income solar customers in Connecticut but like-minded customers can really be found nationwide and we know these prism segments like I mentioned there's little descriptions about them and the appendix of this which feel free to take a look at but that'll show you where they can be found and it's really it's nationwide making targets beyond just what we're looking at here in Connecticut so you can see if they're in your location and this might still be a viable target for you determine if any target is represented within your location and then you can use Google and Facebook and you can target like I said specific prison segments and you suggested messaging visual cues media outlines in this presentation to reach out to those customers and again I mentioned this earlier but one thing to know with this particular presentation is that when it comes to income levels if you are targeting low to moderate income keep in mind Connecticut is on a little bit higher of a scale than some of the other stations in countries so you're going to see a little higher medium income a little higher home value and that is all of the presentation again like I said the appendix has the descriptions of the prism segments but I think at this point I will open it up to questions thank you Alex and thank you Isabel for your very interesting presentations we're going to go to some questions now and I want to remind everyone who's who's on the webinar that you can participate on so you can submit questions by typing them into the question box on the control panel on your screen and let me just mention on before we get to the questions that when we on send out this this slide deck after the webinar we're going to add another another slide or the Connecticut Green Bank is going add another slide with the table comparing Connecticut demographics to national demographics because as has come up a couple of times they can be quite different in some ways so let's um let's go to some questions the first question is can Isabel explain how this analysis has been used and implemented so yeah that's a great question um so right now we are trying to work with some of our contractors who are servicing our lower-income communities so specifically possitions but potentially some others to help them incorporate this research into their marketing plans and also the areas of the state that they're targeting for further marketing materials so those are still kind of under development already they've been using some of the targeted concentration maps to help focus you know where they're doing community campaigns or door-to-door canvassing and that we are working with them right now to develop more holistic marketing strategy to see how effective this research will be in helping us access those potential target audiences great thank you our next question is how granular can segmentation get more granular than the zip code level this was slightly more granular than the zip code level I think they call it zip code +6 which i think is like the neighborhood level so this is it all depends on the list you're starting from so again connect agreement gave us a really thorough list with specific physical addresses on them so with that we were able to get a little bit more granular and I think you can even go a little bit more granular than where we were at to the individual block level great thank you Alex our next question is actually two questions but they're pretty similar so I'll ask them together one is you identified certain demographics as most likely to go solar can you explain a little more slowly how you identified those groups and the other question is how did you get from the data you analyzed to the personas you were talking about yeah so basically the output of the initial study when we provide clarity with the list of 4,000 customers what they do is kind of compare it to their data and compared to the you know the prism segments that they have and what they give us are basically spreadsheets and spreadsheets of data of a number of different behaviors that people around the country or in Connecticut exhibits so it's anything based on demographics psychographics television data so you know specific shows they watch specific home improvements they make so lines and lines of these different behaviors and each one is ranked in terms of the index of that specific behavior so like I was saying it's it's over a hundred and really we look for over 120 then they're likely to have that behavior and then if it's under you know a hundred we know they're not like they'd have that behavior so so the behavior of you know plans on putting solar panels on their house in the next year that's one of these behaviors that is basically compared to each of these five target audiences we look at target audience three you we look at Judi and Dante and we say okay they're indexing at I don't know what it was up top my head but let's say is to ten for plans to put solar on their house before the end of the year that's where we pull that and that's where we pull all the information for these personas we put together we go through and we kind of say what are the most telling behaviors in this massive group of behaviors that can kind of give us an insight into who these people really are so we look for the higher indices and what is related to this specific project when it comes to solar great thank you and here's another question and we might want to go back to the slide that's going to be referred to here on the slide with the five initial groupings there was an affluent group that was excluded could you review that slide to explain how the three out of five groups were chosen mm-hmm yes the drives if you want to go back to that slide but that was the one in the beginning with the grass so basically we chose the last three because there were a little bit lower on the income scale the first two were you know still created using low to moderate income census tract but the base on the prism segments that made up those groups they were a little bit more affluent a little bit higher income and for the purposes of this presentation in this project we want to focus on these lower income groups in addition to that they also had lower indices which I think kind of goes hand-in-hand with the fact that they were higher income great thanks oh there we go there's there's this slide we were talking about yes and so sensible insecure in affluent urbanites those were a little bit on the on the upper income scale level okay and here's another question and I suppose this one might be for Isabel what additional consumer protections have been put in place to ensure these targeted marketing campaign aren't too aggressive that's a good question we so this is not research that is necessarily it's just information that we're providing to contractors so I wouldn't say that there's necessarily been any more aggressive targeting campaigns as their results of this research is just to kind of inform you know where these potential solar customers might be located around the state and different types of messaging that would resonate with them so we do have a lot of consumer protections in place through our residential solar investment program in general and also we limit the contractors who are accessing our elevated LMI incentive in the Aarseth so that's an extra security level that we have there to ensure that they're offering products to the markets that are going to have real positive impacts for our lower income consumers but I wouldn't say that there's been any specific consumer protections that we put in place in relationship to this research it's been mostly through our traditional program offerings great Thank You Isabel the next question is could you quickly review the 2x2 matrix with low high outreach strategy and I believe that's referring to the slide that had the dominate and I'm not remembering what the other categories were yes yeah if you just pull up that slide yeah there we go yes so basically this matrix again to understand this we have to talk about the actual risk potential again so the actual is the market penetration in any given zip code the potential is the potential for the population is that in a zip code to purchase solar so when we say hi hi we're saying hi actual penetration hi potential purchase solar so again done the two that I call that we're dominating and invest as places we would want to invest because of the high potential invest in particular has high potential and low actual so there's not a lot of penetration in those markets but you know based on our research there really should be so that's a great place to invest marketing dollars whereas the other two strategies are there's a low potential based on what we know here that you know the population in these zip codes are going to purchase solar so that's really all that matrix is showing is you know we're low and low meet that innovate we're high and high meeting that's dominate and again that first actual versus potential great thank you our next question is are these customer profiles likely to be very different in other state markets or could other states use the customer profile analysis and overlay that on the zip code in their jurisdiction I think like I was saying you're gonna find similar customers throughout the country for sure and again you can look at the maps in the back and see if I've overlapped with your geographic area there's actually Claire toss actually offers a free tool as well where you can go on their website and you can actually look up your own zip code or your target zip code and see what the top five segments are in that area which can definitely be useful I certainly think that there's some takeaways from this presentation that you can use to apply to your target audience this year you know maybe you're also looking at low to moderate-income solar purchasers maybe maybe you think your state has a similar demographics to Connecticut ideally what you're going to want to do is do a similar study with any room of state but I certainly think that if there's overlap in terms of the geography of the segments then you can definitely use some of this information okay thank you um we've had a question I I think I I think I know the answer to this one and you can tell me if this is correct the question is where does the data come from to identify the potential within communities to adopt solar and I believe the data was based on people who participated in Connecticut Solar incentive program is that is that correct yep that's correct so if anyone who's gone through gone solar and access and incentives through our residential solar investment program and then we isolated those customers in the data set to customers that specifically lived in census tracts earning less than 80 percent of the area median income great Thank You Isabelle our next question is in using this segmentation analysis would it make more sense to focus on the particular households trying to reach the particular households identified or on the communities where those households are sorry do you feed that question one more time in using this segmentation analysis would it make more sense to focus on the households identified or on the communities where those households are well I wouldn't say you can target specific households necessarily you know you can with if you're able to conduct a direct mail campaign and purchase a list within certain zip code and with direct or with digital media you're able to specifically target certain segments but I think generally you're going to be in many ways forced to focus on the geographic area rather than individual households you're just going to have to look to see you know to what extent is my target audience pres nt in a given zip code and that can help you from there you can kind of narrow it down and say okay I'll leave out that geographic area but we want to focus more on here and then that's where some of the other marketing strategies come in with you know local advertising and boots on the ground community outreach type of things but for the most part you won't be able to target you know these specific households I would just add to that that we've actually seen great success both doing kind of door-to-door canvassing but also partnering with community organizations especially that's one technique that positive employ is quite a bit and so having that two-pronged approach can be really effective because you're getting the message out through a trusted community partner but then also you're seeing you know figures in the community or having direct contact with potential customers so that they can ask you specific questions if they're more interested in going solar so I don't think it has to be one of the other I think that a combined approach can be really effective absolutely okay thank you I'm afraid work very close to the end of the hour here so we're going to wrap it up and I apologize for not being able to get to all of the questions um we do encourage people with more questions to get in touch with the presenters directly and their emails are included on an earlier slide in this presentation which will be emailed out to all of everyone who's registered for the webinar so thank you very much to our presenters and to all of you for tuning into our webinar today I'm going to turn things back over to Samantha for some final words Samantha are you there okay well I will just thank you sorry about Ana I was new to tell you about that um well either of us could mentioned this um we do have an upcoming webinar that we hope people can attend this is on Thursday December 14th it's from 1 to 2 p.m. and the topic will be it will be a follow-up discussion on today's webinar Custer customer acquisition for LMS solar programs and we will be joined by a speech from grid alternatives I believe and then I remind this is the other guest speaker will be positon as well as the speakers from today's webinar excellent well you can register for that webinar on our website at sea said that org backslash webinars and to finish up on your screen is to information where you can contact our host from please webinar Diana Chase and more information is on our website it's easy that org backslash projects backslash sustainable - solar you can also find more information on our website shishah org and we are also on facebook and twitter and that's it for today thanks everybody you