Marketing Energy Efficiency: Experiential Marketing and Building an
Efficiency Conscience Community
MEEA Marketing Energy Efficiency Webinar
March 7, 2012
Presenting:
Drew Navolio – MEEA
Drew McCartt – Event Marketing Strategies
Kevin Duffy – ICF International
MEEA is a collaborative
network advancing
energy efficiency in the
Midwest to support
sustainable economic
development and
environmental
preservation.
MEEA’s Mission
Our Members Are…
Diverse stakeholders in energy efficiency
• Academic/Research Organizations
• Manufacturers/Retailers
• State and Local Governments
• Utilities (IOUs/Munis/Co-ops)
• Energy Service Firms/Consultants
• Nonprofit & Advocacy Organizations
• General Interest/Professionals
MEEA has more than 145 members
2012 Annual Meeting of
Membership
June 12th and 13th
Tuesday, June 12th – Member Reception at MEEA Office
Civic Opera Building, 20 North Wacker Drive, Suite 1301, Chicago, IL
Wednesday, June 13th – 2012 MEEA Annual Meeting
Hyatt Regency Chicago, 151 East Wacker Drive, Chicago, IL
Registration, Hotel Information, and Agenda Available Soon
MEEA Policy Webinar: National Study on Cost
Effective Energy Savings of Appliance
Standards
Thursday March 29, 2012 from 1-2:15pm CDT
• The webinar will outline the soon to be released report on appliance
standards by ASAP and ACEEE.
• The report reviews 34 products, and the webinar will focus on three
areas: products appropriate for state standards, products where
state support is requested at the federal level, and products
currently covered by utility programs.
• There will be a regional look at the current and potential cost
effective savings from appliance standards, as well as an in-depth
look at specific natural gas-fired products that are relevant to
the Midwest: clothes washers, boilers, and furnaces.
• To register email [email protected]
or call (312)784-7247
Drew McCartt, Senior Vice President
EXPERIENTIAL MARKETING &
ENERGY EFFICIENCY
#EEmktg
PRESENTATION OVERVIEW
• Defining Experiential Marketing
• Agency Overview
• Exploring Experiential Approaches
• Events: Tools for reaching your audience
• Experiential Marketing for Energy Efficiency
• Case studies
• Q & A
DEFINING EXPERIENTIAL / EVENT MARKETING
• Face-to-face and brands-in-hands
• Live experience with a brand
• Event and staff driven
• Target audiences
• Interactive in nature
• Pre, during and post event
• Integrating ROI strategies
WHY EXPERIENTIAL MARKETING?
What we know…
• This strategy has been outpacing growth of
traditional marketing
• Vast majority of Fortune 500 companies
using it
• Allows true brand development and
exposure, including demos/sampling
• More and more tactics integrated now to
drive ROI
AGENCY OVERVIEW: EMS
• 31 years in the industry
• Total turn-key and full service agency
• Representing brands from multiple industries
• Specializing in outreach education and messaging
• In-house field staffing team
• Serving the utility industry for 12 years
• Proud MEEA Member
• Columbus, Ohio based – serving nationwide
Since 1981
EXPLORING EXPERIENTIAL APPROACHES
• Integrated sponsorship programs
• Booth displays
• Mobile marketing vehicles
• Street teams
EVENTS: TOOLS FOR REACHING YOUR AUDIENCE
A. Established events and venues – important factors
• Demographics and geography
• Reputation
• Attendance
• Space/amenities offered
• Time of year
• Cost
B. Stand alone ‘events’ at select venues
ENERGY EFFICIENCY EDUCATION AND MARKETING
A perfect match…..
Complex subject � simple and meaningful
• Face-to-face impact – Dialogue and Q&A
• Engaging interactives
• Powerful graphics
• Message reinforcement/collateral
• Captive audience
Activation and follow-up
• Data capture
• Program enrollment
• Surveys and inquiry follow-up
ENERGY EFFICIENCY EDUCATION AND MARKETING
2009 to present
Goals:
• EE outreach education
• Smart grid awareness
• New consumer programs
CASE STUDY
2009 to present
Planned Strategies:
• Interactive, staffed traveling display
• Colorful graphics and elements
• Flexible footprint and components
• Targeted events
• Program enrollment
CASE STUDY
Experience Components:
• CFL Lighting
• Exploring your Home for Energy Savings
• Energy Tips for Everyone
• Refrigerator/Freezer recycling
• “Hole in Your Home”
• Energy Star
• Intro: AEP Ohio gridSMART program
• Energy Safari
CASE STUDY
Results to date – July 2009 to March 2012:
• 51 events
• 73,000 consumers
• Avg. of 10+ minutes audience
capture time
CASE STUDY
2010 to present
Goals:
• Smart grid awareness and education
• Optimize consumer use
• Program introduction/enrollment
CASE STUDY
2010 to present
Planned Strategies:
• Interactive, staffed mobile display
• Colorful graphics and elements
• Flexible components
• “Green” elements
• Quick set-up/tear down
• Targeted events/venues
• Program enrollment
CASE STUDY
Experience Components:
• Multi-media intro show
• Smart Meter comparison
• Home Energy Reports/Web Portal
• Smart programs/devices for your home
• gridSMART Beyond Your Home
• OutSmart Quiz
• Renewable integration: solar & wind
CASE STUDY
Results to date – May 2010 to March 2012:
• 43 events/venues
• 27,000 consumers
• Avg. of nearly 10 min audience capture time
• Phase 2 transition – program enrollment
CASE STUDY
Drew McCartt, Senior Vice PresidentEvent Marketing Strategies
www.eventmarketingstrategies.com
@eventmktgstratg
1 icfi.com |
Way to Save, Burlington! Fueling Energy Efficiency in Wisconsin with
Community-Based Marketing
Kevin Duffy – ICF International
March 7, 2012
2 icfi.com |
Overview
• Way to Save, Burlington!
• Energy Ambassador
• Energy Task Force
• Community Challenge
• Efforts and Activities
– Day-to-day
– Integration/Networking
– Media and Communication
– Home Makeover Contest
– School Energy Competition
– Web strategy
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• Community-based approach to marketing
energy efficiency programs and behavioral
changes
– Applying aggressive marketing as well as
other concepts and techniques, to achieve
energy saving goals
• Community campaign and branded theme
• No new measures are offered and existing
rebate levels are not enhanced
• Connects customers to existing programs,
incentives, information and tax credits offered
by Focus on Energy, We Energies and the
Federal government
• Encourages behavioral changes through a
pledging process
Way to Save, Burlington!
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• Burlington, WI
Way to Save, Burlington!
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• Representative of many towns in We Energies’ service area:
Population between 10,000 and 15,000
Typical energy use profiles
Strong industry presence
Not target of similar efforts by Focus on Energy
• Outside of major metropolitan areas
• Community pride and spirit
• Burlington is large enough to support effort, yet small enough
to measure impact
Way to Save, Burlington!
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• Intensifies Burlington’s
participation in energy
efficiency initiatives; achieves
energy efficiency goals by
serving as catalyst
• Connects residents,
businesses, institutions with
existing energy efficiency
programs, and information
surrounding behavioral
changes
Energy Ambassador
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• Integrates into the community:
– The city of Burlington
– Public and private schools
– Commercial and industrial
sectors
– Trade allies/Contractors
– Retailers
– Residents
– The Chamber of Commerce
– Economic Development
Corporation
– Local Organizations
– Religious institutions
– Multi-family building owners
– Healthcare/Hospitals
Energy Ambassador
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• Advisory role representing a variety of community interests
• Promote the program
• Help plan the Community Challenge and set energy savings goals
• Help develop community specific marketing plans
• Review benchmarks and progress
• Identify energy efficiency projects
• Hold regular meetings
• Subcommittees (schools, nonprofits)
Energy Task Force
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• Two Community Challenge Goals
– 1 percent, annual reduction in
energy use
• Equivalent to 4,230 MWh or 525
homes/250 businesses
– Pledge/behavioral goal – 1,500
pledges
Community Challenge
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Efforts and Activities – Day-to-day
• Prompt/Call-to-action
– Take the pledge
• Stakeholder communication
• Inquiries from community
members
• Local promotional events
• Scheduling Energy Assessments
– C & I, Multi-family
– Commercial Energy Blitzes
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• Speaking opportunities at local organizations
– Chamber of Commerce, Rotary, Lions, Kiwanis, Jaycees, Women’s
Business Club, Local Sierra Club Chapter
• Working with teachers and student groups
• Attendance to local events
• Partnering with the Racine County Economic Development
Corporation and Chamber of Commerce
• Organizing corporate Energy Teams
• Workshops
• Participation in Environmental, Safety and Health Fairs
• Coordination with proper We Energies and Focus on Energy
contacts
– Key Account Managers, Corporate Communications, Customer Service,
Trade Ally Liaisons, Energy Advisors, Energy Engineers
Efforts and Activities – Integration/Networking
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• Local media
– Standard Press
Newspaper
– WBSD radio
– Hi-Liter Shopping
Guide
• Constant Contact
• Quarterly flyer inserts
with City’s newsletter
• Email blasts
• Direct mailers,
outreach
Efforts and Activities – Media and Communications
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• Home Energy Makeover Contest
• Educate Burlington residents about
energy efficiency at home and
Home Performance with ENERGY
STAR
• Marketing campaign
• Publicity in local media outlets
• Sponsorships
• 8 finalists were chosen to create
videos
• Over 1,900 votes were cast
Efforts and Activities – Home Makeover Contest
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• School Energy Competition
• Encouraging students to become their
home’s energy manager by sitting down
with parents and taking the Way to Save
pledge
• School that garners the most pledges
wins
• One lucky student wins an iPad
Efforts and Activities – School Energy Competition
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• Web 2.0 Strategy
• waytosaveburlington.com
– Information and news
– Pledging
– Twitter feed
• facebook.com/waytosaveburlington
• twitter.com/wtsburlington
Efforts and Activities - Web
16 icfi.com |
Kevin Duffy
Energy Ambassador
ICF International
262.721.7540
Thank you!
Contact Information
Drew Navolio – MEEA
Drew McCartt – Event Marketing Strategies
Kevin Duffy – ICF International
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