The document discusses community-based social marketing strategies for behavior change and their use in UC San Diego's energy assessment program. It provides an overview of CBSM tools like commitment, prompts, norms, and incentives. It then describes UCSD's energy assessment process, including follow-ups to track changes in behavior and energy use. Follow-ups found that recommended upgrades were implemented in some buildings, while additional suggestions aimed to further encourage sustainable practices.

1. More than auditing:
Behavior change and
lasting impacts
Jeff Steuben
Alliance to Save Energy staff
jsteuben@ase.org

2. Session Overview
• Welcome & Introductions
• Brief overview of community-based social
marketing
• Strategies & case studies from UCSD’s
energy assessments
• Q&A
• Recap, lessons learned

3. A brief overview of CBSM
Community Based Social Marketing (CBSM) www.cbsm.com
Tools of Behavior Change:
 Commitment
 Prompts
 Norms
 Incentives
Combine multiple behavior change tools for success!

4. Behavior change tool #1
Obtain Commitment
 Seek commitment to an initial small request
 Chose written commitment over verbal
commitment
 Ask for public commitments
 Seek commitments from groups

5. Behavior change tool #2
Use Prompts
Help them remember to do the right thing!
 Make the prompt noticeable
 Make the prompt self-explanatory
 Proper positioning of prompt is critical
 Prompts should encourage positive
behavior rather than avoid harmful actions
Example: Switch Plate Stickers

6. Behavior change tool #3
Norms
If we observe members of our community
acting sustainably, we are more likely to
do the same!
 Make the norm noticeable
 Use personal contacts to
reinforce norms
 Use norms to encourage people to
engage in positive behaviors rather
than avoid harmful actions

7. Behavior change tool #4
Incentives
 Pair incentive with the behavior
 Reward positive behavior
 Make the incentive visible
 Consider ‘soft’ incentives –
social approval
Example: Hold awards dinner for
top savers (and publicize)

8. Four behavior change tools
1. Commitments
Recap
2. Prompts
3. Norms
4. Incentives
Use to create effective behavior change in your
energy audit campaigns

9. UC San Diego’s
Energy Assessment
Follow-Up Practices
Amina Ahmad & Jennifer Hull
UCSD Green Campus Interns
akahmad@ucsd.edu jrhull@ucsd.edu

10. UCSD Green Campus Team

11. List of Completed and Ongoing Assessments
 Human Resource Office EA (July 2009)
 Sixth College Administration GC²
Assessment (August 2009)
 Geisel Science and Engineering
Library EA (October 2009)
 Engineering Building-1 EA
Follow-up (November 2009)
 Muir College EA Follow-up
(January 2010)

12. Basic Energy Assessment Process
1) Consultation Meeting
2) Behavioral Survey
3) Walk-through
4) Report
5) Presentation
6) Follow-Up Assessment

13. Some Terms We Use
• kWh – kilowatt hour
• Plug Load – energy usage while appliance is on
• Phantom Load – energy usage while appliance is off
• Foot Candle – one lumen per square foot
• GPM – gallons per minute
• GPF – gallons per flush

14. Expansion of Our Assessment Process
• Green Building Certification (LEED)
• Other areas of sustainability
• Regional Credits
• Purchasing
• Importance of water conservation
• Level 2 Drought Alert in
California
• Campus Sustainability Plan
• Zero Waste

15. How the Energy Assessment
Process Has Evolved
• Previously: • Current Process – additionally includes:
• Main focus on energy including: • Other areas:
• Phantom Loads • Water
• Efficient lighting • Purchasing
• Powersave feature • Waste
• EnergyStar appliances • Behavior and Education
• Other areas: • Transportation
• Recycling • Food

16. Response to Assessment Development
• Following expansion
• Increased time commitment
• Intern Response
• Developed excel sheet
• Programmed to make
calculations
• Time efficient & user-friendly
mean of making calculations

17. Walk Through EA Checklist

18. Walk Through EA Checklist
(Part 2)

19. Walk Through Pictures

20. The Original Energy Assessment Survey
 Used to primarily
understand behavior
 Areas covered –
energy, lighting,
thermal comfort,
waste, purchasing,
food, transportation,
etc.
 Created using
“Google Spreadsheets”

21. Original Behavioral Survey

22. Cont… Original Behavioral Survey

23. Why We Started Follow-Ups?
 Expanded metric tracking
 We can compare original
with follow-up findings
 To see how effective our
reports & presentations are
 Influence behavioral
changes

24. Follow-up: Energy Assessment Survey
 Behavior-related
 Focus survey on
improvement
 Consider findings from
original report
 Currently include questions
used for original energy
assessments

25. Follow-up: Energy Assessment Survey Example

26. Follow-up: Findings of the Engineering-1 Bldg
• All magnetic ballasts
were changed to
electronic
• Fridge was changed
to a more efficient
model

27. Follow-up: Findings of Muir College
• Lights were reduced
to half lighting /
signage
• About 50% of paper
products were made
up of 30% recycled
material

28. greencampus.ucsd.edu
Follow-up: Suggestions to Occupants
 Include suggestions based on the
follow up behavioral survey
 The other areas of
sustainability
 Write out potential savings
 Re-include changes that haven’t
been made in the follow up
report

29. Follow-up: Improvements in Our Process
 Carefully consider
original report
 Talk to previous
contacts involved
with the original
energy assessment

30. Follow-up: Effective Presentations
 Clearly explain findings
 Include pictures of the building
 Praise ongoing efforts
 Suggest changes that are easy
to understand
 Show potential savings for
specific savings (money, kWh,
and lbs. CO2)

31. Thank You…
 Fellow UC San Diego Green Campus interns
Michelle Perez, UCSD Operational Sustainability Analyst

 Dave Weil, UCSD Director of Building Commissioning and Sustainability
 Jeff Steuben, Program Associate, Alliance to Save Energy
 Renee LaFrenz, Green Campus Program Manager, Alliance to Save Energy

32. The Green Campus Program at UC San Diego
Website: greencampus.ucsd.edu
Email: ucsdgreencampus@gmail.com
Presenters:
Amina Ahmad – akahmad@ucsd.edu
Jennifer Hull – jrhull@ucsd.edu