Utility-Marketing Partnerships: An Effective Strategy for Marketing Green Power?

Technical Report · Sat Apr 01 00:00:00 EST 2006

DOI:https://doi.org/10.2172/882040· OSTI ID:882040

Bird, L A; Brown, E S

This paper explores whether partnerships between utilities and independent marketers are an effective strategy for marketing green power. We present case studies of voluntary and mandatory partnerships covering green power program design and implementation in both regulated and restructured electricity markets. We also include perspectives (based on interviews) from utilities, marketers, and regulators involved in developing and implementing these partnerships. From these case studies and interviews, we describe lessons learned about developing effective partnerships, including such issues as respective roles in marketing and administration, product branding, and contract and incentive structures. Based on experience to date, strategic partnerships between utilities and marketers can be an effective approach to marketing green power. Partnerships leverage the sales and resource procurement experience of marketers and the utility?s reputation and access to customers. Further, partnerships can create greater incentives for success because marketers have a vested financial interest in maximizing customer participation and green power sales.

• Research Organization: National Renewable Energy Lab. (NREL), Golden, CO (United States)
• Sponsoring Organization: USDOE
• DOE Contract Number: AC36-99-GO10337
• OSTI ID: 882040
• Report Number(s): NREL/TP-620-39730; TRN: US200612%%944
• Country of Publication: United States
• Language: English

Related Subjects

29 ENERGY PLANNING
POLICY AND ECONOMY
32 ENERGY CONSERVATION, CONSUMPTION, AND UTILIZATION
DESIGN
ELECTRICITY
IMPLEMENTATION
MARKETERS
MARKETING
PROCUREMENT
SALES
GREEN POWER
MARKETING GREEN POWER
PRODUCT BRANDING
UTILITIES
PUBLIC UTILITY COMMISSION
GREEN POWER INCENTIVES
GREEN POWER SALES
Energy Analysis