Delivering Ontario’s midstream lighting transformation

The Independent Electricity System Operator (IESO) is the entity responsible for leading Ontario’s electricity demand-side management (eDSM) programs, delivered under its Save on Energy brand. As the province’s need for eDSM savings grew, the IESO sought to advance LED adoption by moving from a downstream to midstream program model. Together, we designed and launched one of North America’s largest midstream lighting programs, engaging distributor partners at rates far exceeding expectations and delivering savings well ahead of schedule.

Challenge

The IESO sought to transition from a downstream lighting program to a midstream model to capture greater market share and to rapidly accelerate LED adoption in commercial and industrial settings across Ontario. However, the IESO had never administered a midstream program and needed a trusted partner to guide them through this unfamiliar delivery model. They sought expertise in engaging distributor networks, structuring incentives, and building a scalable program infrastructure.

Solution

Drawing on experience from more than 50 previous midstream programs, our team designed and launched one of the largest midstream lighting programs in North America, going from contract signature to go-live in just 11 weeks. The scale was significant, both in terms of Ontario’s geographical footprint and the sheer number of distributors and applicants we engaged across the province: over 200 distributors with more than 600 branches.

The midstream model represented a fundamental shift from how the IESO had previously delivered lighting incentives. Under the downstream program, end users were required to navigate pre- and post-project approvals and to submit invoices, creating barriers to entry and minimum incentives for smaller businesses. The new model moved that administration burden off end users entirely, and the impact was immediate. Under the midstream model, 35% of applications captured would not have been eligible under the downstream program due to minimum program size requirements. Moreover, 92% of applications fell below the threshold of what the market would typically consider worth pursuing under the downstream structure. In effect, the midstream program opened access to incentives for businesses that previously had none.

The program covers most standard commercial lighting, offering 50 product and incentive categories. High bay, low bay, linear ambient, and lighting control measures drove the majority of savings. ICF’s Sightline platform supported seamless scaling as enrollment surged well beyond projections, allowing the program to grow without missing a beat.

On the distributor side, our national offerings team leveraged deep experience with the midstream model to enable a rapid and efficient launch. Existing relationships with large national distributors allowed the team to reach key decision-makers rapidly and drive adoption across major market segments in Ontario from the start. Our marketing team drew on collateral and expertise from dozens of prior midstream programs to help the IESO build awareness quickly—and distributors served as an additional amplification channel, extending the reach of every marketing dollar invested.

Results

The program dramatically exceeded expectations right from launch, with participation in lighting control measures increasing 60-fold in the first year alone. Distributor enrollment surpassed projections by more than 200% in the first year and is now 300% over the original target, demonstrating strong market appetite for the midstream model. As participation accelerated, program goals were achieved ahead of schedule in both year one and year two, rapidly advancing the transition to energy-efficient lighting across Ontario’s C&I sectors.

The energy impact has been equally significant. In just two years, the program has upgraded 2.4 million light fixtures and delivered more than 1 TWh of savings—demonstrating the scale that becomes possible when program design identifies and removes barriers to participation. Today, the program stands as a leading example of eDSM innovation in Canada, showing how thoughtful design and market-aligned delivery can scale to meet the evolving needs of system operators.