Cutting Your Carbon Effective Energy Efficiency Campaigns Jon McGowan April 11 th 2006.

Cutting Your CarbonCutting Your Carbon

Effective Energy Effective Energy Efficiency CampaignsEfficiency Campaigns

Jon McGowanJon McGowanApril 11April 11thth 2006 2006

ContentsContents

IntroductionIntroduction

Energy Saving Trust – What We DoEnergy Saving Trust – What We Do

PlanPlan

ExecuteExecute

MonitorMonitor

EvaluateEvaluate

Checklist and SummaryChecklist and Summary

Energy Saving Trust – What We DoEnergy Saving Trust – What We Do

Policy ConsultationPolicy Consultation

• We provide independent evidence-based policy We provide independent evidence-based policy analysis; Dti consultation on micro-generation analysis; Dti consultation on micro-generation

Programme Design and ImplementationProgramme Design and Implementation

• We develop and manage programmes on behalf We develop and manage programmes on behalf of UK Government; EEACs, Save Your 20%of UK Government; EEACs, Save Your 20%

Information, Accreditation and EvaluationInformation, Accreditation and Evaluation

• We provide accurate, independently verified We provide accurate, independently verified information across range of products and information across range of products and services; Energy Saving Recommended services; Energy Saving Recommended

Energy Saving Trust

AdviceAdvice

InformationInformationSignpostingSignposting

SolutionsSolutionsGrants/OffersGrants/Offers

Energy Saving TrustEnergy Saving Trust

Start point for any successful Campaign is Start point for any successful Campaign is the planning frameworkthe planning framework

EXECUTEEXECUTE

MONITORMONITOREVALUATEEVALUATE

PLANPLAN

Cutting Your Carbon – Cutting Your Carbon – Minimising Risk, Maximising Benefit Minimising Risk, Maximising Benefit

PlanPlan

• Campaign ObjectivesCampaign Objectives

• Activity ReviewActivity Review

• Data and Information ReviewData and Information Review

Planning - What are Campaign Planning - What are Campaign ObjectivesObjectives and those of your funders - stakeholders? and those of your funders - stakeholders?

• Awareness ? Awareness ? – Education / InformationEducation / Information

– Programme for changeProgramme for change

• Action ?Action ?– Contact / FeedbackContact / Feedback

– Carbon SavingsCarbon Savings

• Behaviour ?Behaviour ?– Introduce new behaviourIntroduce new behaviour

– Change existingChange existing

• SMART SMART (Specific, Measurable, Achievable, Realistic and Timed)(Specific, Measurable, Achievable, Realistic and Timed)

Planning – Conduct a top line Activity Planning – Conduct a top line Activity ReviewReview to establish current status to establish current status

• Target GroupTarget Group

– Segments (Fuel Poor) and sub segments (vulnerable)Segments (Fuel Poor) and sub segments (vulnerable)

• Desired Behaviour / Attitude ChangeDesired Behaviour / Attitude Change

– Campaign role in determining theseCampaign role in determining these

• Key InsightsKey Insights

– What insights do we have to drive strategyWhat insights do we have to drive strategy

• Consumer PropositionConsumer Proposition

– What motivates the audience What motivates the audience

• Responsible LivingResponsible Living

• Money SavingsMoney Savings

Planning - Summarise findings from Planning - Summarise findings from activity reviewactivity review

ActivityActivity PlannedPlannedActivityActivity

DeliveredDeliveredActivityActivity

Results / LearningsResults / Learnings

Adverts

Promotions

PressRelations

DirectMail

Template 1Template 1

Data and Information Review Data and Information Review

• What gaps has activity review revealed?What gaps has activity review revealed?

• What desk research do you have?What desk research do you have?

• What Research do your partners have? What Research do your partners have?

• Can you draw any conclusions/insights?Can you draw any conclusions/insights?

• Do you need more information on…Do you need more information on…

– Awareness Awareness

– AttitudesAttitudes

– BehaviourBehaviour

– Action Action


ExecuteExecute

• Strategy – Plan of ActionStrategy – Plan of Action

• Campaign BriefingCampaign Briefing

• Resources and ResponsibilitiesResources and Responsibilities

• Save Your 20% campaignSave Your 20% campaign

Campaign Strategy – Basic Plan of Action Campaign Strategy – Basic Plan of Action

Overall Overall

Strategic GoalStrategic Goal

Consumer GoalsConsumer Goals

Key ActivitiesKey Activities


Campaign Strategy – Basic Plan of Action Campaign Strategy – Basic Plan of Action

• Clear Overall Strategic GoalsClear Overall Strategic Goals– What are the Key Performance Indicators?What are the Key Performance Indicators?

– How are we positioned alongside other players? How are we positioned alongside other players?

• Clear Campaign GoalsClear Campaign Goals– Who are Target (priority) Groups?Who are Target (priority) Groups?

– What are we Offering – Rational/Emotional benefits?What are we Offering – Rational/Emotional benefits?

– What do we want audience to do?What do we want audience to do?

• Clear ActivitiesClear Activities– What mix can we use, Ads, PR, Promotion, DMWhat mix can we use, Ads, PR, Promotion, DM

– How do we reach groups?How do we reach groups?

– How often do we need contact?How often do we need contact?

– What are expected results, what are costs?What are expected results, what are costs?

Campaign Briefing Campaign Briefing

Clear briefing = More Effective campaignClear briefing = More Effective campaign

Can all activity be integrated into 1 brief?Can all activity be integrated into 1 brief?

PromotionsPromotions

Press RelationsPress Relations

Direct Mail Direct Mail

Will you be using an Internal comms team?Will you be using an Internal comms team?

Will you be using an External agency?Will you be using an External agency?

Can you piggyback on other partner’s Can you piggyback on other partner’s

campaigns?campaigns?

Defining the Campaign shape helps the Defining the Campaign shape helps the team/agency maximise opportunitiesteam/agency maximise opportunities

Advertising

TV, Magazines,Press

Online Comms

Banner Ads, Partnerships

Press Relations

Local / National

Event Marketing

Exhibitions, Fairs,Sponsorships

Campaign Resources and Responsibilities Campaign Resources and Responsibilities

What is your budget? How will you split it?What is your budget? How will you split it?

Who is doing the work?Who is doing the work?

What are campaign milestones?What are campaign milestones?

Activity ResponsibleDeliverable By When

Adverts

Promotions

PublicRelations

Status


Energy Saving Trust - Save Your 20% Energy Saving Trust - Save Your 20% Campaign objectives Campaign objectives

• To target and achieve a total of To target and achieve a total of 1.5m 1.5m consumer consumer

contactscontacts and and 500k 500k actionsactions

• Save Save 1.2m tC1.2m tC as a result of all activity as a result of all activity

• Incorporate Incorporate Save Your 20%Save Your 20% into all activity into all activity

• Focus all activity at Focus all activity at 4 Priority4 Priority segments segments

• Run Run 11 Consumer and Trade activity Consumer and Trade activity per quarterper quarter

• Increase awareness of Energy Saving Trust Increase awareness of Energy Saving Trust

and Recommended logoand Recommended logo

Save Your 20% - Breaking down the Save Your 20% - Breaking down the objectives objectives

1.5m Contacts

1.2m tC Saved

Energy Saving Trust Direct

Contact

Sustainable Energy Network

Energy Efficiency

Advice Network

500k Contacts

261k Contacts

308k tC Saved

794k Contacts

894k tC Saved

Advice

Action

Advice

Action

Advice

Action


Energy Saving Trust - 4 Priority Segments - Energy Saving Trust - 4 Priority Segments - 34% of UK population34% of UK population

Segments with highest potentialCO2 savings

££££££

Energy Saving Trust – What do we know Energy Saving Trust – What do we know about the 4 Priority Segments?about the 4 Priority Segments?

Hid

den

Val

ue

Gu

ide

En

erg

y S

avin

g R

ec

Insu

lati

on

Hea

tin

g

Baseline activityES

week

Energy Saving Trust - Save Your 20% Energy Saving Trust - Save Your 20% Quarterly Plan Quarterly Plan

Q1 Q2 Q3 Q4

Apr 06 Mar 07

Save Your 20% - TV Advert Save Your 20% - TV Advert

Save Your 20% - Press AdsSave Your 20% - Press Ads

Save Your 20% - WebsiteSave Your 20% - Website

Save Your 20% - Local Support - postersSave Your 20% - Local Support - posters


MonitorMonitor

• Campaign and the Customer JourneyCampaign and the Customer Journey

• Campaign TrackingCampaign Tracking

• Advice Centres

• Helpline

• Database / FAQ

• Web pages

• Email

• Segmentation model

Tools to Manage Journeys and monitor progress

]

18%

37%

82%

63%

0%

20%

40%

60%

80%

100%

Unprompted recall Prompted recall

Yes No

Unprompted: Have you seen or heard advertising for Save Your 20% during the past month?

Prompted: Do you remember having seen this advert?

Campaign Tracking provides snapshot of how many people have seen message

30

125

12

1 3

21

1319

47

8

3

5

34

5

6

6

3 3

11

4

5

85

6

11

7

2 2

4

2

1

6 5

55

5

1713

15

15

12

12 11

20

1514

0

10

20

30

40

50

60 prompted - web prompted - press 1

prompted - press 2 prompted - press 3

prompted - TV

Base - 2100

Campaign Tracking helps to show who and how audience are getting the message

As a result of seeing the advertising, will you do any of the following in the next 6 months to save energy?

13%

4%

9%

12%

16%

18%

27%

30%

32%

34%

38%

38%

40%

47%

0% 10% 20% 30% 40% 50% 60%

None of these

Ring to find more information

Use web to find more information

Insulate your home

Install loft insulation

Take up an offer from energy supplier

Buy energy efficient appliance

Not leave TV on standby

Turn off appliances by the switch

Walk short journeys instead of using car

Only boil water you need

Switch off lights when leave room

Turn down thermostat

Turn off light more often than before

Campaign feedback from tracking study


EvaluateEvaluate

• Save Your 20% campaign ResultsSave Your 20% campaign Results– CoverageCoverage

– AwarenessAwareness

– Web VisitsWeb Visits

– Calls to CentresCalls to Centres

Save Your 20% - Total coverage for 05/06Save Your 20% - Total coverage for 05/06

PR: 489 pieces of coverage

TV: Reached 36 million adults

Press: Reached 38 million adults

Online: Reached 31 million people

Energy Saving Trust and Recommended Energy Saving Trust and Recommended logo awarenesslogo awareness

0%

10%

20%

30%

40%

50%

60%

Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06

% A

war

enes

s

EST ESR

Campaign Results – Energy Saving Trust Campaign Results – Energy Saving Trust Website - Total visitorsWebsite - Total visitors

-20,00040,00060,00080,000

100,000120,000140,000160,000180,000200,000

Unique visits per month 12 month moving average

Campaign Results – Energy Saving Trust Campaign Results – Energy Saving Trust Energy Efficiency Advice Centre – CallsEnergy Efficiency Advice Centre – Calls

Advice network calls 2004-2006 (EEACs + SECs)

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan

Last year This year

Campaign ChecklistCampaign Checklist

• Partners / stakeholders consultedPartners / stakeholders consulted

• Target audience clearTarget audience clear

• Message / Call to ActionMessage / Call to Action

• Milestones agreedMilestones agreed

• Agency / team briefedAgency / team briefed

• Resource allocatedResource allocated

• Measurements agreed Measurements agreed

Summary – Maximising Benefit, Minimising Summary – Maximising Benefit, Minimising RiskRisk

• Key learnings from previous activityKey learnings from previous activity

• Planning FrameworkPlanning Framework

• Strategy and Plan of ActionStrategy and Plan of Action

• Clear Campaign ObjectivesClear Campaign Objectives

• Clear message – call to actionClear message – call to action

• Integrated activityIntegrated activity

Thank YouThank You

And don’t forget to…And don’t forget to…

Cutting Your Carbon Effective Energy Efficiency Campaigns Jon McGowan April 11 th 2006.

Documents

successful campaign

clear campaign goalswho

campaign shape

campaign milestones

information reviewcutting

verified information

clear briefing

line activity review