How to Engage in Energy Efficiently
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1 ENERGY STAR Partner Webinar: ENERGY STAR Communications - Moving into 2014 December 12, 2014
2 Media Highlights 3.1 million impressions from Change the World PSA Development of ENERGY STAR podcasts for certified lighting and consumer electronics: energystar.gov/podcasts Online placement of cooling/lighting infographics, podcasts, and other messaging in Rodale, AARP, Tree Hugger, Sustainablog, and Jean Chatzky blog 2
3 Media Highlights Social Media ENERGY STAR continues to engage partners and consumers 22,500+ Likes on Facebook 34,000+ Followers on Twitter 3
4 Media Highlights The ENERGY STAR Current Blog EPA s Blog to Help You Protect the Climate by Saving Energy Thousands of subscribers Weekly posts by EPA and partners like LG, NYSERDA and National Grid Website: blog.epa.gov/energystar 4
5 2013 Campaign Successes ENERGY STAR Pledge 3.2 million+ individuals Pledged actions equal an estimated: 15 billion GHG emissions prevented $1.2 billion saved in utility costs 689 Pledge Drivers Top Pledge Drivers Georgia Power Company Girl Scouts of the USA Samsung Electronics Nissan North America Ameren Illinois 5
6 2013 Campaign Successes Team ENERGY STAR Reached nearly 280,000 youth and families through website, Boys & Girls Clubs of America, and PTO Today 4.5 million impressions from joint PSA 6
7 2013 Campaign Successes Campaign kick-off Twitter Party 154 unique twitter handles participating, including: Samsung, National Grid, Georgia Power, Bosch, LG USA, Visio, and more More than 9 million total impressions Team ENERGY STAR Summer Challenge Twitter Party 344 unique twitter handles, including: GE Lighting, Philips, Southern California Edison Received 372 retweets Gained 101 followers that day one of ENERGY STAR s highest on a single day! 7
8 2013 Campaign Successes ENERGY STARs Across America A national movement of partners and people across the country dedicated to saving energy Over 1,000 partner sponsored events across the country Over 100,000 page views 8
9 2013 Campaign Successes ENERGY STAR DAY Atlantic City Event with BGCA More than 250 attendees Coverage from six local media outlets 9
10 Moving Into
11 Nexus of Awareness and Action Energy-Saving Behavior ~70% ENERGY STAR Awareness 87% ENERGY STAR as the Agent of Change 11
12 ENERGY STAR as Agent of Change Leverage awareness and perceived value of ENERGY STAR to increase energysaving behavior Increasing ENERGY STAR s value as a way to reduce any barriers to action and increase adoption (sales and behavior change) 12
13 How Do We Get There? Step 1: Valuable and relevant content from ENERGY STAR Step 2: Drive adoption (sales and behavior change) utilizing strategic touch points Step 3: Provide effective outreach frameworks and resources that allow our partners to drive awareness and demand for their ENERGY STAR products / services Step 4: Ensure products / services deliver 13
14 Strategic Touch Points Web Media In particular, social media Community-based / Grassroots Community-based Social Marketing (CBSM) Community activation campaigns 14
15 Resources: Sharable Content Develop sharable content EPA and Partners can use across platforms Social media tips and posts Videos Podcasts Infographics 15
16 My ENERGY STAR Provides a one-stop-shop for consumers to find out about ways to save energy Products, Projects, tips, and more Includes comprehensive offerings no matter where the consumer is in their energy-saving continuum Integrates the ENERGY STAR Pledge Offers a deeper level of engagement for existing, savvy ENERGY STAR consumers Connect partners to consumers based on location and product need 16
17 17
18 My ENERGY STAR Promotion Consumer Launch Earth Day 2014! Generate awareness to increase users energystar.gov Media Digital Social Radio Media tour 18
19 Other Earth Day Activities Earth Day Media Outreach Announce Top Pledge Drivers Drive participation in new My ENERGY STAR platform Twitter Party Digital media Dr. Seuss, The Lorax bookbased Earth Day event kits Team ENERGY STAR Community Service Volunteers recruitment 19
20 New for
21 NEW! Community Service Tour 2014 Campaign Concept leading up to ENERGY STAR Day Help you motivate behavior change with your consumers by facilitating community service events in your community that do good with ENERGY STAR 21
22 Community Service Tour Build on success of ENERGY STARs Across America EPA to partner with a nonprofit organization to develop a national tour of customized community service events that complement program sponsors consumer behavior change call-to-actions Help a family or group in need become more energy efficient Promote ENERGY STAR energyefficient products and behaviors Use your existing plans and promotions as a foundation Involve broader community in doing good Tie customer actions to donation that nonprofit uses to help people in need become more energy-efficient 10 markets in 10 weeks 22
23 Community Service Tour Community Service Event Examples: BGCA Club efficiency upgrade and community event Home energy efficiency upgrade for a family in need Neighborhood lighting switch-out Community Engagement Examples: Make 5 ENERGY STAR changes in your home and we will cover a BGCA family s energy bill for a month Recycle your refrigerator and fill the fridge of a families in need Buy an ENERGY STAR bulb and families in need receive an ENERGY STAR bulb EPA in discussions with BGCA and other nonprofit partner potentials Program sponsors also provided flexibility to work with any existing nonprofit partners, e.g. their foundations 23
24 The Value Be part of a national umbrella multimedia campaign and call-to-action supported by EPA Engage your customers in energy efficiency actions by leveraging association with nonprofit and helping your customers help others Build goodwill in your market with your customers Receive promotional support for your tour stop in your market and nationally Earned media Social media ENERGYSTAR.gov and Receive donation support for nonprofit community service 24
25 The Roles EPA Provides model for community service energy efficiency event and identifies national nonprofit partner option(s) Provides manufacturers willing to donate product Promotes tour nationally on energystar.gov and in media Helps with local earned and social media Creates sharable video and other event content Partners with nonprofit which will provide broader support for people in need as an incentive for the program sponsor s call-to- -action 25
26 The Roles Energy Efficiency Program Sponsor Partners Coordinate local tour activities with partners and EPA Identify and promote a customer call-to-action for the project/event (could be retail actions, event participation, project participation etc.) Provide local promotional support Measure customer actions The Nonprofit Identifies family/community for energy efficiency upgrades Promotes within their networks Extends community support to wider audience Receives donations and distributes to additional families/community members for energy efficiency 26
27 The Tour Timeline January 27: Send detailed tour information to Program Sponsors February 17: Project/event descriptions due March 7: Select Program Sponsor partners for tour Earth Day: Tour announced publicly Sept. 9: Launch tour first stop/media event (West coast) October 28: Culminate Tour on ENERGY STAR Day final stop/media event (East coast) 27
28 2014 Calendar ENERGY STAR Community Service Tour Seasonal Media Outreach ENERGY STAR Product/Tip Media Outreach Social Media Outreach Q1 Q2 Q3 Q4 J F M A M J J A S O N D Tour culmination on ENERGY Tour announced publicly on Earth STAR Day Day (October Launch My ENERGY STAR 28th) Partner/Consumer Newsletter Partner/ Consumer Newsletter Heating Home Sealing Tax Credits Certified lighting/lighting Challenge promotion, Electronics, Televisions, Specification revision effective for Imaging, Data Center Servers/Storage, Water Coolers, Commercial Ovens Launch of ENERGY STAR Pinterest page and ENERGY STAR "Ask the Expert" video series Twitter Party Cooling Season Earth Day Certified Pool Pumps My ENERGY STAR Cooling Season Specification Revision effective for Refrigerators/Freezers (Connected Appliances), Set Top Boxes, Telephony, Boilers, Lamps, Commercial Refrigeration My ENERGY STAR Heating Sealing and Insulating Holiday Tax Credits Specification revision final for ENERGY STAR Dryers My ENERGY STAR Twitter Party Daily engagement on ENERGY STAR social media channels (Facebook, Twitter, YouTube, and Pinterest) Release of 2014 Consumer Electronics Podcast 28
29 Changing the World, Together Our part: To provide partners a credible brand that has high market value Your part: To leverage that brand to deliver that value through: ENERGY STAR products, service, and how-to s that deliver on energy savings Hands-on programs that effect behavior change
30 Questions Please contact: Jill Vohr or Brittney Gordon 30
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