Comverge Confidential & Proprietary 1

Marketing Demand Response ProgramsPravin Bhagat, Senior Director Marketing

Comverge Inc.973.947.6048PBhagat@Comverge.Com

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Custom Channel Mix

Utility Specific Channel Strategy

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Custom Channel Mix Residential/Small Business

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Content Theme / Positioning

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Prospect Mindset

Comverge Confidential & Proprietary 6Source: Roper ASW. “Green Gauge Report”

Clean Energy Thinking / Psychographics

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Turning Challenges into Solutions / Objections

Challenges Solutions

Comfort Level Educate prospects Most participants won’t notice cycling Option to opt out

Perceived Loss of Control

Voluntary program High satisfaction level Choice of technologies (Switch & PCT)

Will it Work? Millions of devices installed nationwide High satisfaction level Grid reliability, good for the community, long term cost savings

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Turning Challenges into Solutions / General

Challenges Solutions

Targeting Accuracy

Usage algorithms - Lower cost and higher customer satisfaction

Offer Wear-out Vary marketing focus Upgrade existing offer Introduce new incentives

Churn & Customer Satisfaction

Variable cycling strategy Save Desk at in-bound call center Choice of technologies Communicate regularly with existing customers

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Turning Challenges into Solutions / Market Segments

Challenges Residential Traditional channels – DM, Web & Bill

Leverage in-bound call center and new media Explore non-traditional channels

Face-to-Face Communities of Interest Address concerns: cycling, opt-out option Innovative incentive solutions

Small Business

Property Owners Multi-Dwelling Units and Commercial Face-to-Face HVAC Service Companies

Solutions

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