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2. Examples of the Coalition Approach The use of a Coalition has been successful in similar national efforts. Two examples, differing in objectives and approach, illustrate the Coalition approach to communicating the benefits and opportunities for demand response and to developing the methods and tools that states, utilities, demand response providers, and others involved find useful and beneficial to consumers. Appendix A contains more information on these two examples. 32 This report is a call to action to increase investment in ratepayer- funded energy efficiency; it lays out five main policy recommendations to achieve greater investment from sponsoring organizations.

2. Develop a consistent message framework based on foundational market research conducted and compiled through the National Action Plan that utilities, load- serving entities, or other demand response National Action Plan on Demand Response 49 providers and stakeholders can independently tailor to their own local audiences to foster greater demand response participation and to supplement their existing communications with customers. Messages could include information on the versatility of demand response resources for a variety of applications beyond lowering peak demand, such as automating demand response at all hours of the day, using demand response to provide operating reserves and other ancillary services, and partnering demand response with wind generation and other variable renewable resources.

Rather, it would look to the experience and best practices of local demand response implementers as the foundation of the Communications Umbrella approach, and conduct research only after understanding customers‘ existing base of knowledge. Foundational customer research and analysis of the existing body of research would then proceed concurrently. This national communications plan outlines the specific roadmap for the national communications program that includes broad-based customer education and support.

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