“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