PRODUCTS AND SERVICES
Case Study: Palo Alto Green
Early
in 2003, the City of Palo Alto Utilities (CPAU) began looking for a
partner to help re-brand, and re-launch a green power program that
had been operating for several years with less than 1% of customers
participating. 3Degrees was selected and, in June 2003, helped launch a new program
called PaloAltoGreen. Three years later this
program was recognized by EPA and DOE as the #1 renewable energy program
in the country, as measured by the participation rate of customers.
Now PaloAltoGreen has over 20% of
Palo Alto households and businesses enrolled and continues to grow
steadily (see diagram). 
This year, the national average for enrollment in a utility green power program is less than 2%. And of the 750 green pricing programs in the United States, only about a dozen have exceeded 5% participation.
What makes PaloAltoGreen a runaway leader?
The answer is having two committed partners such as City of Palo Alto Utilities and 3Degrees – doing what they each do best. For CPAU, this means continuing to offer quality products and retaining their customers’ trust. CPAU is well-respected in their community and understands their customers’ values. At the same time, 3Degrees brings specific knowledge and experience explaining the value of renewable energy to customers. Before any new marketing initiative is launched, we study results of previous green power marketing campaigns and apply the lessons learned. 3Degrees manages the entire marketing collateral development process, leveraging best practices, from idea generation, design and messaging through to production and fulfillment.
PaloAltoGreen put Palo Alto in the green spotlight as it was the first California EPA Green Power Community and one of only a dozen nationwide.
Reaching Out to the Community
Bill inserts, envelope bangtails, yard signs and advertising are all extremely effective in building awareness and enrollments for our programs.
Community events that offer prime-time opportunities for CPAU to engage customers include Palo Alto’s Bike to Work Day, their annual Twilight Concert Series and their summer Music and Arts Festival. At these events, we’ve been able to build momentum by repeating messages on event flyers, tents and banners. We often provide T-shirts, stickers or magnets at the booth too, and temporary tattoos and coloring pages for kids also generate excitement about the program.
While each utility territory has its own unique community culture, demographics, history, and geographic make-up, 3Degrees can leverage best practices learned from its six utility partnership territories toward each new partnership. It is the collaborative teamwork between 3Degrees and its utility partners that ensures strong engagement within the community and ensures that new renewable energy projects are supported.
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1 & 2. Bill Inserts
This is an example of a bill insert designed by 3Degrees that was sent to all utility customers in Palo Alto with their monthly utility bill. A bill insert is one of the enrollment mechanisms we use to get customer participation in the green power option.
3. Program Brochure
This program brochure helps to inform the community about PaloAltoGreen including its environmental benefits, cost, and enrollment achievements. It also profiles the local projects supported by the program.
4. Yard Sign
This yard sign was designed by 3Degrees to build program recognition around the community. Yard signs are a way for PaloAltoGreen customers to proudly display their commitment to renewable energy.