BDC Goals-Action-Actor Matrix
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ID#Barrier/GoalActionActorTime Frame (S,M,L)
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1Goal: Make Decarbonization More Valuable to Builders and Contractors Than Fossil-fuel Heating
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1aOffer financial, recognition and marketing programs that flip the value propositionFacilitate in depth reporting on health impacts of fossil fuel heating and cooking compared to electric (Dateline, 60 minutes, NPR, etc). BDCS
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Require state licensing / certification and continuing education of contractors and technicians (similar to that currently required of professional engineers)State licensing bureausM
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Create database of successful all-electric new build and retrofits; highlight case studies of effective projects; give builders and contractors recognition; Someone like NBI?S
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Target new ZNE PV construction projects that can use the PV rather than a gas connection
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Awards at industry organized events (driving peer adoption - see what others are doing)
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Local visibility for new construction focusing around decarbonization and incentives, customer testimonials, case studiesBuilders, utilities, cities, manufacturersS
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Address 3 prongs of developers - commensurate funding mechanisms for adoptionIOUs, BDC, CPUCS
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Social media push - youTube, blogs, influencers focusing on savings/health/safety
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Promote affordability through decreased utility billsBIA, environmental justice organizationsS
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1bEngage, train, certify and motivate builders and contractors to promptly offer high-quality carbon-free solutions.Develop contractor networks that are certified to install these solutions. Encourage contractors to join as an easy way to gain leads Regional Energy Networks (e.g. BayREN & SoCalREN), local governments
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Expedited permitting and inspections for carbon free installsLocal government, building departmentM/L
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Upstream incentives to builders for all-electric new buildsCities / local government
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Help contractors develop appliance replacement programs/warranties where electrification can replace gas on failureL
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Help contractors develop appliance replacement programs/warranties where electrification can replace gas on failureL
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Induction cooking demonstrations (builder and end-use customers)Utility, manufacturersS
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Offer preferred partner database on IOU website or marketplace for homeowner researchIOUS
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Training programs, manuals, literature focusing around accreditationIOUsS
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Leverage energy code compliance training provided through Energy Code Ace program
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Additional incentives contingent on accreditation
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Professional deals for contractors/builders personalized around their region
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1cPromote assessment of builders and contractors to encourage better performance and recognize leadersYelp add-on (or Angie's List); or new app focused on energy performance ... but who is qualified to assess?private software developerS
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Develop assessment criteria for successful electrification installations, i.e., some kind of commissioning or acceptance test procedure specific to electric devices and their communication modules. Would include not just functional tests but also fugliness tests, i.e, not having way too much piping or inappropriate locations for penetrations, or equipment that's inaccessible. Make it standard among utilities and conduct randomized checks on completed jobs.Coalition of the willing, pet contractorsM
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Leverage experience - recognize early adopters through testimonials, industry rewards, leadership opportunitiesUtilities, RENs, local government, environmental groupsS
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Leverage existing online energy efficiency marketplace (IOUs) and home adivisor/Angie's List contractor review approachesIOUs, BDC led?
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Maintain local database of qualified contractors for electrification retrofit projects; online platform/marketplace to easily connect customers to these contractors; maintained by utility or CCA or city who vets the qualityUtility, CCA, or cityM
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1dStudy and promote leading fuel substitution business models (e.g. HVAC + PV retrofits)Research "leading models"RMI, NRDC, Sierra Club, etc.S
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Create a competition for new solutions; offer some X-Prize style reward
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Business model workshop series to learn about and promote winning models across state, regions, nationallyGridworks(?), BDCS
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Electrical appliance organization for certification purposes - Analogous to Energy StarDOEM
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Partner with new placement/training programs to help push new contractors a leg up in driving model adoption.State, cities, unions, nonprofitsS-M
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Drive reduction in highest emission appliances by targetting financing EG: Cash for Clunkers style program
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1eStudy and promote the most customer-valued decarbonization benefits to support contractor salesMarket research: what do customers value most? What MIGHT they value most if they knew about those values -- e.g., reduced respiratory health risks associated with induction cooking?EMI consulting (e.g.)S
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Promote benefitsBDC members (all) throughout respective channelsM
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Identify key selling points for sales staff to push benefitsUtilities, manufacturersS (Immediate)
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Develop white papersBDC, other stakeholdersS-M-L
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Consumer preference study - Ongoing sales statisticsUtilities, RENs, stakeholdersS-M-L
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Identify contractor baseline perspective on decarbonization approaches
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ID#Barrier/GoalActionActorTime Frame (S,M,L)
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2Goals: Increase Awareness
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2aIncrease awareness of carbon-free technologies among customers, contractors, and policy-makers.

Should try to include increasing value of the technologies and avoided costs
Conduct research on customer perceptions and misperceptions about performance, cost and benefits of electric technologies. Develop draft marketing campaigns (print/web/TV/radio) to raise awareness while leveraging/correcting these perceptions. Trial the draft marketing campagins with customer groups. Make any required changes. Roll out. Marketing should be generic enough to be used by a wide variety of different utility and other campaigns.Joint utilitiesS,M
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Include architects & retailers in perception research! (above)
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Conduct city/county education campaign, in partnership with utilities. Cities can leverage resources to reach building owners, addresses the quickest. CPUC, utilities on campaign. RENs as administrators. S
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Conduct research on customer perceptions of non-energy benefits of electrified devices, for instance easier access to vacation or high usage mode on the water heater, cooling and dehumidification of garages by water heater, reduced cycling and more steady heat from inverter driven HPSH compared to gas furnace, more controllability of induction vs. gas cooktop, gentler drying of clothes with heat pump dryers. Joint utilitiesS,M
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Develop case studies and find influencers that can showcase benefits of decarbonization BDCS,M
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Construct mobile demonstrations that allow customers to test out or look at these technologies and encourage their adoptionlocal governmentsS, M
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Public messaging campaign
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Marketing campaign tying Decarbonization to solar, wind, EVs (create an electrification portfolio)BDC, Marketing consultancyM
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Complete market research to identify value proposition, messages, and messengers/outreach channelBDC, utilities, market research firmS
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Start contractor education with the larger HVAC contractorsHVAC trade association, manufacturersS-M
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Pilot marketing/messages/outreach strategies to test resultsCities, utilities, CCAs, contractorsS-M
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Stakeholder mapping that leverages existing relationships between the BDC and policy makers, contractor groups, and consumer groups to drive messagingBDC membersS
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Drive celebrity chef engagement through popular media -Sunset magazine as a good starting point? Potential for HGTV household electrification series?BDC LedS-M
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Promote new technologies at green building, housing developer, and contractor conferences or association meetings. Market to leading energy consultantsProduct/tech representatives, contractorsM
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Partner with manufacters on a CA based ad campaign focusing on driving messaging/engagement
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Hold workshops in communities and invite contractors and customersIOU/BDCS-M
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Expand home energy reports to include tips on decarbonization. Enhance the overall reporting to promote awareness among like-minded householdsIOUs, Oracle PowerM
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Encourage lawmakers to begin holding hearings on the issueAsm Friedman, Bonta; Senator Stern, BDC, IOUs, etcS-M
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Public service type camapgin from state/city/utilities that validate the issue in the minds of consumersState/Municipalities
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State/Federal catalog/database of electrification products with cost/performance comparison with GHG emission comparison includedManufacturer coalitionM
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Story of stuff type videos that emphasize the benefits of decarbonizationVideo producerM
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PSAs surrounding decarboniation goals, impacts, and effectsVideo producerM
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Loaner induction cooktop to utility customers - Sonoma Clean Power is currently piloting such a programCCAs, IOUsS-M
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2bDraw on research, pilots, and experience from other regions to dispel myths and raise awareness of benefits of decarbonization.Aggregate lessons learned from current and past pilot programs and using them to design the new program RMI, NRDC, Sierra Club, et al.S
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Identify research gaps and partner with research institutions and universities to dispel these mythsUC System, Stanford, CalTech, ACEEEE etc. L
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Identify case studies or pilots relevant to California, find areas to fund them if they do not currently exist.BDC, nonprofits, utilities, contractors, developersS
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Actually pilot an aggressive policy at city-level, e.g., moratorium on new building connections to the gas distribution system; make this robust through deep engagement with local builders, external technical experts to ensure attractive all-electric building opportunities are available and well understood locallyCities who want to leadS-M
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Use information from CNCA pilot cities, Boulder launched a cooling season campaign in April
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Identify, join, and strengthen existing certification programs - Energy Star as a possible optionManufacturers, DoES
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Establish mobile demonstration labs that help to illustrate the effectiveness of the existing technologiesUtilities, manufacturersS-M
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2cTailor messages to reach all-customers, with emphasis on reaching underserved communities where the benefits of decarbonization are significant.Develop methods to proactively identify which customers are likely to need equipment changeouts due to aging equipment, by looking at things like permit data, contractors' records of what equipment was installed in which homes in which years. Then reach out to those customers in advance of their equipment failing, to suggest electrificationJoint utilities, AHJs, contractor partners, Radiant LabsS
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Partner with local community organizations and city governments to be the primary educators Local governments & community-based organizationsS-M
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Work to incorporate celebrity and drive marketing with a tailored campaign from a marketing firm. State/BDC
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Identify "underserved" communities and reah out to their local neighborhood council or local council office to help distribute the messageLocal councilsM
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Develop, test, and implement advertising campaigns that are accessible to a broad swath of potential customers.
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Marketing materials should be available in diverse languages and through trusted community partners to encourage local adoption.Community-based organizationsS
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Actively participate in existing energy efficiency programs to streamline the process - Programs in schools or other locations that are focused on community awarenessState, local school organizationsS
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Leverage HERS ratings to account for carbon efficiency as well
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Ensure clear, concise, and accessible information on utility websitesUtilitiesS-M
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Create customer personas of different customer segments to better understand the pains and gains a potential customer would experience (e.g. renter vs. homeowner; urban vs. rural; English vs. non-English speaking)BDCS
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Create tailored messages to specific segments addressing their biggest pain relievers or gain creaters (e.g. parents may care more about health benefits over energy savings)BDCS
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Develop demonstrations in affordable housing / public housing; prioritize these buildings for public retrofit incentive funding; spotlight these case studies and the human impact of improved comfort and indoor air qualityPublic housing agencies; local govtS-M
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The majority of equipment sales are made at the kitchen table. Provide / require contractors to have and provide information to the customer at the time of sale regarding the options (cost, environmental, carbon) and which equipment offers which. (see SCAQMD requirements for sale of ultra-low NOX furnaces)CARBS
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2dLeverage co-benefits with like-minded initiatives, such as rooftop solar and electrification of transportation.This could be an important part of ID# 2c in how we decide to alter the messaging/language depending on the audience (i.e. HPWH are a no-brainer, especially when paired with on-site solar)IOUs/CCAs, Local governments, ?S
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Bundled program approaches with rate tieringPAs, utilitiesM-L
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Bundle space/water solutions where stand alone measures have a less cost competitive structure
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Develop lifecycle carbon, cost, savings measurements for appliances. Total cost of ownershipUtilities, CCAsS-M
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Develop partnerships with EV and Solar advocacy organizations to advance leveraging opportunities
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Work with utilities to link Decarbonization efforts to upcoming projects, particuarly those that are focused on increasing renewable access or DER developmentUtilitiesS-M
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Alos, need to add participating in COUC proceedings that address the incusuion of dispatchable electric devices in DR and other capacity and grid services opportunities
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Integrate carbon reduction as a primary component of energy efficiency rating indices (e.g. HERS, RESNET, COMNET)DOE, BPIS, M
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ID#Barrier/GoalActionActorTime Frame (S,M,L)
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3Goal: Improve Customer Value PropositionActionActorTime Frame (S, M, L)
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3a:The full benefits of building decarbonization are recognized in policy and incentives to encourage adoption are commensurate with those benefits.Develop tools to quantify, for each customer, their likely savings and the societal savings from load shifting programs for HPSH and HPWH, in conjunction with that customer's rate and whatever batteries and PV they haveJoint utilities and their consultantsM
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Develop pre-purchase plans (like Christmas Club) for people to plan & pay for their changeouts in advance. Include preselection of equipment, bulk buy program (discounted prices), getting pre-wiring done, etc. all in "buy" price. utilities, joint programM
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