NB Climate Change Hub Advisory Committee Meeting

October 1, 2008

Baseline Awareness Study Results

Fall Awareness Campaign

$ave This House (TV Series)

Retail Training & Marketing Program

Community Outreach

Agenda

Awareness Research Results

Baseline Awareness Research Study Objectives:• Measure attitudes towards Energy Efficiency and

baseline measures of specific Energy Efficient Behaviors.

• Measure awareness of Efficiency NB and its overall mandate.

• Measure awareness of Efficiency NB’s programs/services.

Key Findings:• Saving money trumps the environment as the

motivational factor behind energy efficient behaviour.• Most people (79%) perceive that they are doing

everything they can to be more energy efficient.• Energy efficiency is not top-of-mind for most.

Awareness Research Results

Key Findings:• 50% of respondents are aware there are programs for

energy audits and financial assistance available in New Brunswick.

• 7% of respondents mentioned Efficiency on an unaided basis.

• 25% of respondents where aware of Efficiency NB through aided prompting.

• Youth were less informed about energy efficiency.

Biggest barriers for NBers to be more energy efficient were:

• Lack of information

• Cost associated with being more energy efficient

Objective – Energy Efficiency Awareness Campaign focused on awareness of Existing Homes Program and Efficiency NB.

Activities:• :30 English and French “Leaky House” David Suzuki

Ad• 6 occurrences in all major dailies, 4 occurrences in

weeklies• :30 radio ads – provincial reach• English and French web ads on The Weather Network

and Mateo Media• Web Badge on GNB and key stakeholders (i.e.

Utilities) driving traffic to campaign homepage on newlyredesigned website

Fall Awareness Campaign

Blocking Chart:

Fall Awareness Campaign

Activity 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26

Fall Awareness Campaign

PrintDailiesWeekliesEditorial Boards for Weeklies

OnlineWeb Badge Links to WebsiteTheWeathernetwork.comMeteomedia.com

TelevisionEnglish (CTV, CBC & Global)French (SRC & TVA)

RadioMeasured MarketsNon-measured

685 GRPs415 GRPs

800 GRPs10 occ. Per week

JanEfficiency NB Marketing Activity - September - January

Sept Oct Nov Dec

500,000 Impressions250,000 Impressions

Fall Awareness Campaign

Rogers TV 6 Part Series: English & French

Episode Titles:1 – How Does Your House Measure up?

2 – Basements

3 – Walls & Attics

4 – Doors & Windows

5 – Heating Systems

6 – Solar & Renewables

$ave This House – Rogers TV Series

Efficiency NB is launching an exciting province-wide consumer education program to improve awareness of the Energy Efficiency Upgrades program and to increase sales of more energy efficient products.

Retail Training and Marketing

Where – Home Improvement Retailers across New Brunswick

What – Promoting our Residential Energy Efficiency Programs

How – Staff training provided at no cost to retailers and in-store signage.

When – Beginning this fall/winter

Objective:

Establish partnerships and provide our support to communities to help them organize a successful campaign with specific objectives that will have a sustainable impact on energy efficient practices of residents and businesses in the area.

Community Outreach

Community Campaign Energy Efficiency Launches:

Belledune – Sept 18Bathurst – Oct 18

Communication Tools for

Communities

Ongoing and upcoming projects:

– Co-marketing package for “active” communities

– New Website – feature community success stories

– Community Booth Engagements

Public Education Tools for Communities

Ongoing and upcoming projects:

– Home Energy Survey Pilot (school and youth group activity)

– Community Presentations

– Community Workshops – Jan/Feb

– Contractor Training – Jan/Feb

– Dollars to $ense Workshops – October/March

“Energy Smart” Municipalities

Miramichi

Rexton

Minto

Perth-Andover

Grande Anse

Belledune

Cambridge-Narrows

Dorchester

Pacquetville

Port Elgin

Saint John

Salisbury

Dalhousie

Quispamsis

Sackville

St Andrews

Sussex

Woodstock

Meductic

Saint-Louis-de-Kent

Fredericton

Coming soon…Investing in Energy Efficiency: 

"A Strategic Approach to Sustainable Communities"

• Efficiency NB will develop a framework to help municipalities build a business case around energy efficiency investments. 

• The proposed model will assist decision makers in demonstrating how the returns from strategic investments in energy efficiency can provide a solution to:

• your infrastructure needs,  • fund future projects and, • reduce your environmental footprint.