Category Creation in Energy-Management Education
Energy efficiency is a mandatory practice in organizations of all sizes. Driven by increasing utility rates and shrinking budgets, the energy education industry required a new approach to the certification of energy managers.
The Northwest Energy Education Institute’s (NWEEI) unique “hands-on” certification program now allows energy-management personnel to rapidly learn and implement energy-saving techniques.
The Challenge
The dominant method of energy manager certification had been a written test called certified energy manager (CEM). As currently structured, CEM fails to evaluate the student’s on-the-job skills. This leads to an oversupply of people with energy-manager certification, but no actual experience in implementing energy efficiency projects.
In addition to creating unqualified graduates, CEM does not provide incremental benefits to successful trainees. Program developers at NWEEI recognized that CEM fails to provide increased employment opportunities, advancement, or financial recognition. As a result, the need for a better way to establish credentials was clear.
Category Creation Analysis
In addition to category creation strategy, High Tech Strategies was hired to provide a market assessment, positioning, media relations, and communications services. Qualitative analysis of commercial, industrial and government energy markets provided feedback for strategy development and positioning.
New category creation. NWEEI needed to position their new certification program in a way that differentiated their offering as a superior alternative to the incumbent.
Market segmentation. To ensure the success of this innovative new educational category, NWEEI needed to identify the market segment within the energy management industry that had the greatest need for a new method of certification.
The Solution
Warren Schirtzinger’s market research confirmed the need for an alternative to CEM that was both accessible and affordable. And Warren’s market analysis uncovered an opportunity to create a new category in energy education. He recommended that NWEEI describe and position its new energy management education program as the equivalent of a “masters” degree, which relegated the conventional CEM program to the position of “bachelors” degree.
To ensure the success of this innovative new educational category, Warren also recommended that NWEEI target the middle level of facilities and maintenance managers/supervisors at businesses and institutions. In this way, NWEEI’s energy manager education program could serve as a critical link between upper management and personnel at the hands-on operations level. EMC participants would be in a position to affect long-term energy efficiency policies, procedures, and O&M practices, as well as short-term use of energy in their facilities.
The Results
From an outdated method of testing knowledge to performance-based certification
This is a classic example of using mainstream value alignment to out-maneuver a market leader.
Through an aligned category-creation strategy and competitive positioning, the Northwest Energy Education Institute and its Energy Management Certification program have become a national model for energy education. They have successfully developed a new-category approach to energy-manager education through a single, integrated program.
Management at NWEEI routinely receive requests to help others start similar programs. Examples include Delaware Technical Community College (DTCC), and University of West Virginia Parkersburg.
High Tech Strategies’ Contribution
- Qualitative research. High Tech Strategies applied their ability to understand human behavior, such as perceptions and motivations, through qualitative research.
- Competitive differentiation. Warren recommended that NWEEI describe and position its new energy management education program using terminology and descriptions that are already familiar to potential students.
- Ecosystem analysis. Our knowledge of the energy efficiency infrastructure enabled us to find ways to create a new category and also develop credible proof.
- Category creation. Warren Schirtzinger’s market research confirmed the need for an alternative to CEM that was both credible and high value. And Warren’s market analysis uncovered an opportunity to create a new category in energy education.
The Impact
The Energy Management Certification (EMC) program combines classroom instruction with on-the-job project implementation. To earn certification, students are required to implement a cost-saving project and demonstrate a real world reduction in energy use for their employer, before earning certification.
As a result, schools, government agencies, and commercial building owners realize substantial savings on energy costs, while learning about new ways to approach energy efficiency.
A New Category of Certification
The EMC program goes beyond the fundamentals and teaches a broad spectrum of energy management principles and techniques. Students are required to learn from hands-on experience. Topics include building energy use, glazing, insulation, building envelope, heating/cooling, secondary HVAC, controls, central plant equipment, energy auditing, operation and maintenance.
- Accelerated learning. NWEEI’s new approach to certification helps organizations accelerate the process of training key personnel through project-based learning.
- Immediate return on investment. With NWEEI’s approach to certification, students actually implement an energy saving project, which immediately leads to lower energy costs.
- Human resource strategies. Project experience elevates the skillset within a department or division and facilitates strategic personnel decision making.
