ENERGY STAR CLOTHES WASHER REBATE PROGRAM HELEN CORBETT PAMELA KOSS
Jan 01, 2016
ENERGY STAR CLOTHES WASHER REBATE PROGRAMHELEN CORBETT
PAMELA KOSS
• Organization Background & Role
• Program Overview
• Funding & Partners
• Marketing Strategy
• Accomplishments
• Challenges & Learnings
OUTLINE
BACKGROUND
• A not-for-profit private-public
partnership in Alberta
• Core staff of 20 in Calgary and
Edmonton
• Multi-stakeholder board
ROLE
• Take action to reduce GHGs• Program delivery• Align initiatives to Alberta’s and
federal government’s plans • Leverage
• Energy Efficiency and Conservation
• Furnace Replacement Programs (2004 & 2005)
• LED Exit Sign Incentives
• Soak Up the Savings Clothes Washer Program
Energy Solutions Alberta
• September 15, 2005 to March 1, 2006
• $50 rebate for ENERGY STAR clothes washer
• Additional $50 for residents of Calgary
• Application processing
• Rebate processing
PROGRAM OVERVIEW
Application Form
• Retail appliance stores
• Web
Rebate Cheque
• Calgary-based company
• Printed, posted and mailed
• Opportunity for logo placement and additional promo
• Program Funding• NRCan• Government of Alberta• City of Calgary
• Industry Support• Manufacturers• Retailers
FUNDING & PARTNERSHIPS
• < $7,000 to promote program
• Leveraged through utilities & media
MARKETING STRATEGY
EPCOR Bill Stuffer
EPCOR distributed to 650,000 customers in Alberta (250,00 in Edmonton)
Enmax distributed a bill insert to 280,000 customers in the Calgary region
Static Cling Sticker
• ## of stickers were sent to retail stores across Alberta
• Stickers adhered directly to ENERGY STAR clothes washers
Static Cling Sticker
• Version used in
Calgary to explain
additional rebate
• 2 radio spots = 22,000 reach
• 4 Television spots = 270,000 reach
• 5 print articles
Media Coverage
Media Coverage vs. Web Hits
0
50
100
150
200
250
300
350
July
3 - 9
July
10 -
16
July
17 -
23
July
24 -
30
July
31 -
Aug 6
Aug 7
- 13
Aug 1
4 - A
ug 2
0
Aug 2
1 - 2
7
Aug 2
8 - S
ep 3
Sep 4
- 10
Sep 1
1 - 1
7
Sep 1
8 - 2
4
Sep 2
5 - O
ct 1
Oct 2
- 8
Oct 9
- 15
Oct 18
- 22
Oct 23
- 29
Oct 30
- Nov 5
Nov 6 -
12
Nov 13
- 19
Nov 20
- 26
Nov 27
- Dec
3
Dec 4 -
10
Dec 11
- 17
Dec 18
- 24
Dec 25
- 31
Jan
1 - 7
Jan
8 - 1
4
Jan
15 -
21
Jan
22 -
28
Jan
29 -
Feb 4
Feb 5
- 11
Feb 1
2 - 18
Feb 1
9 - 25
Feb 2
6 - M
ar 4
Mar
5 -
11
Mar
12 -
18
Mar
19 -
25
Mar
26 -
30
Week
Web
site
Hit
s
Media Coverage Promotion from utilities
How did you hear about the program?
Word of Mouth
Website
Television New spaper/Print
Other
In-Store Promotion
User Database
EnerClick
Rebate Programs
Subscriptions
Business Contacts
CHALLENGES & LEARNINGS
• New home construction large but complicated market
• Inconsistent messages from retailers to consumers – better communication with retailers required
• Customer satisfaction issues• FREE RIDERS!!!
Would you have purchased an ENERGY STAR clothes washer without this program?
YES 86%
NO 14%
Free Riders or other factors
What most influenced your decision to purchase an ENERGY STAR clothes washer?
0
10
20
30
40
50
This rebateprogram
Savnigmoney onutility bills
Betterperformance
Helping theenvironment
Alreadyplanned onbuying one
Other
%
ACCOMPLISHMENTS• 8700 clothes washers purchased• Water Savings
– Over 200 million Litres/yr
• Energy Savings– 3300 MWh/yr – Includes dryer savings
• GHG reductions– Over 3000 tonnes
• Consumer $’s saved– Approx. $450,000
Suite 1560, 10303 Jasper Ave.
Edmonton, Alberta, Canada
Telephone: [780] 408-4580
Suite 100, 999 – 8th Street S.W.
Calgary, Alberta Canada
Telephone: [403] 517-2700
www.climatechangecentral.com
www.energysolutionsalberta.com
CALGARY
EDMONTON