“The 70s Called and They Want Their Heater Back!”Heater Back!
Alexis Allan, Northwest Energy Efficiency AllianceNW Ductless Heat Pump Project
l2011 Regional Campaign
Introduction
www neea orgWho is NEEA?www.neea.org
NW Ductless Heat Pump Projectwww.goingductless.com
…works to accelerate the adoption of inverter‐driven ductless systems in existing, electrically heated single family homes...
• Provides regional infrastructure for partners to leverage• Provides regional infrastructure for partners to leverage• 444 active contractors• 15,000+ ductless systems installed since 2008• Regional savings of 52 500 000 kWh hours per year
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Regional savings of 52,500,000 kWh hours per year
Campaign Activities: Sept 27 – Dec 31
S t k d 70 Ph t C t
Campaign Components• Sweepstakes and 70s Photo Creator• YouTube Channel• GoingDuctless.com
P bli S i A
Sponsored Media• Online, Print Ads, Billboards
Public Service Announcements• Radio• TV Public Relations
• Traditional media: print and online, Promotions• Facebook• Facebook ads• Google AdWords
using spokespeople
• Blogs: home, remodeling, energy and green
• Online media campaign• Leverage positive word‐of‐mouth through existing customers
• Campaign collateral
Campaign Objectives
• Influence word of mouth activities across the Northwest leveraging• Influence word‐of‐mouth activities across the Northwest, leveraging
online and social media channels
• Provide a flexible regional platform for utility & trade partners toProvide a flexible regional platform for utility & trade partners to
leverage
• Increase campaign reach & frequency by strengthening partner p g q y y g g p
media dollars, utilizing NEEA’s non‐profit status
Campaign Overview
GoingDuctless.com
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Sweepstakes: Microsite & Facebook Tab
Link to ‘Going Ductless’ YouTube Channel
70s Photo Creator2
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Enter to Win $10,000 Sweepstakes
70s Photo Creator23
1
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Sweepstakes: Enter to Win & Find an Installer
Sweepstakes: Photo Creator
• Login to Facebook image library
allows access to multiple images
• Multiple 70s photo styles
encourages repeat sharingencourages repeat sharing
Sweepstakes: Photo Creator
• Multiple delivery optionsMultiple delivery options (FastShare, Facebook, Twitter, email, others) encourage easy sharing g
• Download and “Create a new photo” options encourage sharing and longer user engagement
YouTube Channel: ‘Going Ductless’• www.youtube.com/goingductless
• Project branded YouTube channel encourages visitors to view all King videos
• Educate and drive consumers seeking more information to GoingDuctless com• Educate and drive consumers seeking more information to GoingDuctless.com
• Engage contractor community by promoting “one of their own”
‘Going Ductless’ Facebook Page
Facebook EngagementFacebook Engagement
• Facebook tab allows easy sharing
• 3‐4 posts each week p
• Sub‐prizing encourages repeat
engagement
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Program AdvertisingF b k Ad
Online Banners
Facebook Ads
Google AdWords
Mitsubishi‐Sponsored Advertising
Online Sliding Billboard
Billboards
Print Ads
Loyal Customer Base: Postcard and Direct Mail
Postcard to 12 000
Email Blast Direct Mail
Email to 5,500Loyal DHP Owners(Contest Code)
Code forwardedto Friends + Family
Postcard to 12,000Loyal DHP Owners(Contest + QR Codes)
TV & Radio PSAs
Public Relations
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Partner Engagement: Collateral & ToolkitsResources provide a consistent regional voice regardless of the
manufacturer, utility, distributer or installer
Partner Engagement: Promo Touts & Content
Partner Engagement: Promo Touts & Content
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Partner Engagement: Facebook
Facebook and YouTube Metrics
Total Facebook Reach9 3829,382
“Talking About our Page”103
Facebook Fans Acquired744
YouTube Channel Views Largest Demographic on YouTube Channel Views2,867
g g pFacebook
Females, 45 and up
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Campaign Results
Total Campaign Impressions13 740 62213,740,622
Total Sweepstakes Entries1,40780% increase in referral traffic
Total Leveraged Media ValueUnique Website Visits Total Leveraged Media Value$656,457
Unique Website Visits20,790
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Questions?
NORTHWEST ENERGY EFFICIENCY ALLIANCE Alexis Allan
Group Product Manager, Residential Sectorneea.orgneea.org
Save the Date
AESP’s Summer ConferenceJul 30 31 2012 AESP s Summer ConferenceToronto, ON (Canada)
Jul. 30‐31, 2012
AESP’s Fall ConferenceLong Beach, CA
Oct. 15‐17, 2012
AESP’s 23rd National Conference & Expo
Jan. 28‐31, 2013Conference & ExpoOrlando, FL
For more information - www.aesp.org