Target Audience Segmentation

June 2018

• Continuation of previous audience and messaging work• Audience personas• High propensity ZIP code list • Audience messaging

• Current work identifies homes suitable to a 1:1 DHP system and contextualizes homeowner

• Communication channel preferences • Key messages by audience

• Marketing will use this data to target homeowners in appropriate channels.

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Context

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Identifying the DHP Target Market

13 MILLION NW HOMES DHP TARGET MARKET = 480K HOMES

• Electric Zonal Heating• 2,000 sq. ft. or less• No Central A/C

480K HOMES+ HOMEOWNER

• Electric Zonal Heating• 2,000 sq. ft. or less• No Central A/C • + Homeowner

DHP TARGET MARKET = 240K HOMES

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Defining Audience Profiles20+ MOSIAC AUDIENCE PROFILES

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Refining Audience Profiles

• Age• HHI• Life stage• Education• Where they live• Presence and age of kids• Preferred communication channels

3 AUDIENCE PROFILES

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Boomers+ (51%)

Population 126,200 (51%)

Age Range 51-76

HHI $50-125k

Time in Residence 10-25+ years

Locality Rural; suburban

Education Level Some college+

Communication Channels • Broadcast and online TV• Direct mail• Satellite radio

Attributes • Grandparents – care about future generations• Not digitally inclined• Retired or nearing retirement • Community-oriented • Likely to be familiar with home improvements – home may be

paid off

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Family Ties (17%)

Population 41,800 (17%)

Age Range 31-45

HHI $50-150k

Time in Residence 2-15 years

Locality Suburban; metro

Education Level High school+

Communication Channels • Online• Mobile• Email• Video

Attributes • Large families • Value family and family time• Value comfort/comfortable environment• Peer influence goes a long way (social users)• Intelligent spenders (not only driven by bottom line)• Live hectic lives – busy

Population 34,500 (14%)

Age Range 46-50

HHI $35-100k

Time in Residence 6+ years

Locality Suburban

Education Level Some college (B.A.)

Communication Channels • Online• Streaming TV• Broadcast TV• Digital

Attributes • Tech literate• Commuters• Kids in household• Interested in EE/$$ savings; comfort/livability• Live in developments • Middle class• Pride of ownership• Value family• Handy in the home8

Suburbanites (14%)

1. Context for messagingSome benefits may resonate better with different audiences

2. Channel mixReaching our audiences where they are

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How does this help Marketing and Communications?

Messaging Guidelines

• Installing an energy-efficient ductless heat pump can lower monthly electrical heating bills by up to 50% – and provides home cooling at the same time.

• Ductless heat pump technology increases home comfort by heating a home more evenly and consistently than zonal electric heating systems.

• Ductless heat pumps are easy to install and safe to operate, with a modern design that easily blends into the home.

• Rebates from utilities across the Northwest reduce the ductless heat pump’s purchase price for an additional financial benefit.

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Key Messages: Value Proposition

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Key Messages: Problem / Solution

Problem Solution

Heating and cooling accounts for morethan half the energy use in typical U.S. homes, making it the largest energy expense.

Ductless heat pumps provide reliable heating and cooling while using up to 50% less energy, reducing energy costs.

Baseboards and electric wall heatingunits are inefficient and drive up electric cost. This type of heating rarely fails, so consumers often tolerate inefficient systems.

Ductless heat pumps work with your existing system so electric resistance heating is used as a back up to the more efficient ductless system.

Homes with electric resistance style heating require additional costly and inefficient cooling systems, such as central AC or window units.

Ductless heat pumps also provide cooling, creating optimal home comfort in every season.

Emphasize cost savings, comfort

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Audience-Specific MessagingBoomers+

Sample marketing copyOne simple home improvement can increase your daily comfort and cut your home heating costs in half. Energy-efficient ductless heat pumps warm your home evenly and reliably, and lower your electric heating bill by up to 50%.

Benefits• Ductless heat pumps work with your existing electric resistance

heating system to keep your home comfortably heated year-round. • Ductless heat pumps provide even, reliable heating and cooling while

using up to 50% less energy than electric resistance heating system.

Call to action• Talk to your installer about how a ductless heat pump can increase your

comfort and lower your energy bills. Contact your local utility about available rebates.

Emphasize comfort, energy / cost savings

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Audience-Specific MessagingFamily Ties

Sample marketing copyWhat if increasing your home’s comfort could also save you money? Energy-saving ductless heat pumps work seamlessly with your existing electric heating system to cut monthly heating costs in half while warming – and cooling – your home reliably. Benefits• Ductless heat pumps heat your home evenly, quietly, and up to 50

percent more efficiently than electrical zonal heating. • Ductless heat pumps maximize comfort by serving as a home cooling

system – no costly AC system needed.

Call to action• For a more comfortable home and lower electric bills, ask an installer about a

ductless heat pump system. Learn more about these efficient systems and discover utility rebates at GoingDuctless.com or contact your local utility.

Emphasize EE and trustworthy technology

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Audience-Specific MessagingSuburbanites

Sample marketing copyLet the energy-saving technology of a ductless heat pump optimize your home’s temperature and reduce electric bills by up to 50 percent. Ductless heat pumps combine powerful performance with modern design to create one of the most energy-efficient home heating and cooling systems available today. Benefits• Ductless heat pump technology uses naturally occurring heat energy to

warm your home up to twice as efficiently than standard electric heating systems.

• The same technology allows ductless heat pumps to operate as an energy-efficient home cooling system for year-round comfort. .

Call to action• Ask your installer about this ultra-efficient home heating and cooling

technology. To learn more about ductless heat pumps and available rebates visit GoingDuctless.com or contact your local utility.

Channel Considerations

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Channel PreferencesBoomers+

Broadcast TV

Satellite / Streaming Radio

Direct mail receptive

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Channel PreferencesFamily Ties

Mobile video / display

Broadcast TVSatellite / Streaming Radio

Streaming TV

Email

Online Display

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Channel PreferencesSuburbanites

Mobile video

Broadcast TV

Satellite / Streaming Radio

Streaming TV

Email