5. Target audience. Goal

Transcription

1 5. Target audience Goal Prioritize and expand target audience to eventually engage everyone in the organization to drive and achieve conservation results. We provide: Electronic survey platform and link Automated collection of data ou're responsible for (with the help of your Key Account Manager): 1. Survey design 2. Distribution and promotion of survey with target audience 3. Return of significantly significant number of responses 4. Results showing required campaign awareness for relevant tier *Measuring awareness might be very closely tied to the way you are measuring your campaigns. Reference the targets resources to make sure your efforts are integrated and coordinated.

2 Example tier assessment es () = 1 Point In Progress (P) =.5 Points o () = 0 Points Tier Rating = Total Points/44 Tier 1 Tier 2 Tier 3 Tier 4 Program management Points % 1. Planning Conduct Energy Wise etwork planning with BC Hydro contact & facilities department. Get sign off from all stakeholders on energy plan (including communications). Engage Conservation Governance Committee (senior managers of the stakeholders, including HR) in planning. Present to Executive for feedback on Energy Wise etwork program. 2. Partnerships Develop partnerships to deliver the program. Engage at least one Executive Champion who is active and visible. Establish program personnel and budget. Incorporate energy conservation goals into three department s business plans % 3. Reporting P Report quarterly on campaign results in Green Champions. Report quarterly on estimated energy savings to Green Champions and Executive Champion. Report quarterly on energy savings to Champions and Conservation Governance Committee. Make energy savings publicly available % 4. Awareness Demonstrate that 33% of the target audience is aware of the conservation campaigns (aided recall). Demonstrate that 50% of the target audience is aware of the conservation brand (aided recall). Demonstrate that 33% of all people at the organization are aware of the conservation brand (aided recall). Demonstrate that 50% of all people at the organization are aware of the organization s energy conservation achievements (aided recall). Engagement 5. Target audience Identify and prioritize target audiences and include at least 25% of organization (by energy-use or people) in campaign. P Include at least 50% of organization in campaign plan. Ensure at least 75% of employees are/or sites are included in energy conservation. Ensure everyone and all departments are involved in energy conservation % 6. Champions Establish a Green Champions network that meets four times per year. Develop formal guidelines for Green Champions. Develop policies to support employee efforts on energy conservation. Include conservation responsibilities in job descriptions in non-energy related positions. 7. Recognition P Communicate Green Champions work and achievements to the organization. Communicate achievements to Green Champions managers at least twice per year. Establish formal recognition (awards) for employee conservation efforts. Earn external sustainability award for employee engagement initiatives % Strategies 8. Campaigns Develop a calendar of conservation campaigns. Develop campaign toolkits, if applicable, and integrate lessons learned. Translate campaign actions into policies, training and standard operating practices. Develop/test new conservation campaign approaches and opportunities. 2 50% 9. Results Establish baselines for campaign targets and establish method for determining energy savings. P Track campaign results. Demonstrate measurable energy savings from campaigns. Decrease energy use by at least 2% from behavior changes % 10. Communications Create campaign communication materials. Establish program branding for conservation. Develop a communications strategy to make everyone aware of campaign results. Publish article on conservation success in external publication. 11. Fresh ideas Attend Energy Wise etwork workshops and connect with sector conservation groups (if applicable). Solicit employee conservation ideas & best practice ideas. Establish resources to evaluate, prioritize, and implement employees and best practice ideas. Present case studies of energy savings from employee engagement efforts to BC Hydro. Points 9 82% 5 45% 1 9% 2 18% Completed 1 es In progress.5 In progress ot started 0 o Overall Points Achieved: 17 Total possible points overall: 44 Total possible points per Tier: 11 Sample Client Date: September 2014 Completed by: John Smith Overall tier: 1.5

3 Tier 1 Target audience IDETIF AD PRIORITIZE TARGET AUDIECES TO ICLUDE AT LEAST 25% OF THE ORGAIZATIO (B PEOPLE EERG COSUMPTIO) I COSERVATIO IITIATIVES. Energy Wise etwork requirement Demonstrate that campaigns target 25% of the people at the organization or 25% of the organization s energy use. COSIDERATIOS FOR TARGET AUDIECES This is an opportunity to focus on smaller target groups who have a considerable influence on energy use, such as building operators, IT services department, people in labs. It's important to have discussions with the target audience to determine their motivations and barriers with regards to taking conservation action. This can be through the campaign planning sessions, green champions, focus groups and questionnaires. Secure the support of the leaders of the target audiences: senior management and the direct reports. Ensure their needs are met when delivering the campaign. 3

4 Tier 2 Target audience IDETIF AD PRIORITIZE TARGET AUDIECES TO ICLUDE AT LEAST 50% OF THE ORGAIZATIO (B EERG PEOPLE OR EERG COSUMPTIO) I COSERVATIO IITIATIVES. Energy Wise etwork requirement Demonstrate that campaigns target 50% of the people at the organization or 50% of the organization s energy consumption. COSIDERATIOS FOR TARGET AUDIECES Expansion of target audience can be achieved through implementing campaigns with broader reach or running multiple campaigns with different target audiences. Through discussions with existing target audiences, determine successes and areas of improvement from past campaigns to integrate into future campaigns. It is important to have discussions with the new target audience to determine their motivations and barriers with regards to taking conservation action. This can be done through the campaign planning sessions, green champions, focus groups and questionnaires. Secure the support of the leaders of the target audiences --- senior management and the direct reports. Ensure their needs are met when delivering the campaign. Executive Champions recruited for the campaign should align with the target audience. For instance, if the target audience is a group of contractors, you may consider recruiting their VP, as well as someone from your own organization. 4

5 Tier 3 Target audience ESURE AT LEAST 75% OF THE ORGAIZATIO (B PEOPLE OR EERG COSUMPTIO) ARE ICLUDED I COSERVATIO IITIATIVES. Energy Wise etwork requirement Campaigns target 75% of the people at the organization or 75% of the organization s energy consumption. COSIDERATIOS FOR TARGET AUDIECES Expansion of the target audience can be achieved through implementing campaigns with a broader reach, running multiple campaigns with different target audiences, and specific behaviours for each audience. Campaigns need to be tailored to each target audience what s in it for them, why it is relevant to them and what are their motivations and barriers are for conducting a particular conservation behavior. Continue discussions with existing target audiences to determine successes and areas of improvement from past campaigns to integrate into future campaigns. It's important to have discussions with the new target audience to determine their motivations and barriers with regards to taking conservation action. This can be done through the campaign planning sessions, green champions, focus groups and questionnaires. Secure the support of the leaders of the target audiences: senior management and the direct reports. Ensure their needs are met when in delivering the campaign. At Tier 3, Executive Champions should be at very senior levels, as conservation initiatives involve the majority of the people at the organization. 5

6 Tier 4 Target audience ESURE EVEROE AD ALL DEPARTMETS ARE IVOLVED I EERG COSERVATIO IITIATIVES Energy Wise etwork requirement Campaigns target 100% of people and all departments in the organization. COSIDERATIOS FOR TARGET AUDIECES Multiple campaigns are required with customized actions for energy conservation. Expansion of the target audience can be achieved through implementing campaigns with a broader reach, running multiple campaigns with different target audiences, and specific behaviours for each audience. Campaigns need to be tailored to each target audience what s in it for them, why it s relevant, what their motivations and barriers are for a conducting specific conservation behaviour. Continue discussions with existing target audiences to determine successes and areas of improvement from past campaigns to integrate into future campaigns. It's important to have discussions with the new target audience to determine their motivations and barriers with regards to taking conservation action. This can be done through the campaign planning sessions, green champions, focus groups and questionnaires. Secure the support of the leaders of the target audiences: senior management and the direct reports. Ensure their needs are met when delivering the campaign. At Tier 4, Executive Champions should be at very senior levels, as conservation initiatives involve the entire organization. 6