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

Contents Introduction Energy Saving Trust – What We Do Plan Execute Monitor Evaluate Checklist and Summary Good Afternoon

Energy Saving Trust – What We Do Policy Consultation We provide independent evidence-based policy analysis; Dti consultation on micro-generation Programme Design and Implementation We develop and manage programmes on behalf of UK Government; EEACs, Save Your 20% Information, Accreditation and Evaluation We provide accurate, independently verified information across range of products and services; Energy Saving Recommended

Energy Saving Trust

Energy Saving Trust Advice Information Signposting Solutions Grants/Offers EST’s key areas of business – Home Energy Efficiency, Renewables and Transport

Start point for any successful Campaign is the planning framework Model from the Institute of Management

Cutting Your Carbon – Minimising Risk, Maximising Benefit Plan Campaign Objectives Activity Review Data and Information Review

Planning - What are Campaign Objectives and those of your funders - stakeholders? Awareness ? Education / Information Programme for change Action ? Contact / Feedback Carbon Savings Behaviour ? Introduce new behaviour Change existing SMART (Specific, Measurable, Achievable, Realistic and Timed)

Planning – Conduct a top line Activity Review to establish current status Target Group Segments (Fuel Poor) and sub segments (vulnerable) Desired Behaviour / Attitude Change Campaign role in determining these Key Insights What insights do we have to drive strategy Consumer Proposition What motivates the audience Responsible Living Money Savings

Planning - Summarise findings from activity review Planned Activity Delivered Activity Results / Learnings Adverts Promotions Press Relations This forms the basis of your marketing plan for the year – But keep it simple Direct Mail Template 1

Data and Information Review What gaps has activity review revealed? What desk research do you have? What Research do your partners have? Can you draw any conclusions/insights? Do you need more information on… Awareness Attitudes Behaviour Action Filling in the picture Setting benchmarks

Cutting Your Carbon – Minimising Risk, Maximising Benefit Execute Strategy – Plan of Action Campaign Briefing Resources and Responsibilities Save Your 20% campaign

Campaign Strategy – Basic Plan of Action Overall Strategic Goal Consumer Goals Key Activities Template 2

Campaign Strategy – Basic Plan of Action Clear Overall Strategic Goals What are the Key Performance Indicators? How are we positioned alongside other players? Clear Campaign Goals Who are Target (priority) Groups? What are we Offering – Rational/Emotional benefits? What do we want audience to do? Clear Activities What mix can we use, Ads, PR, Promotion, DM How do we reach groups? How often do we need contact? What are expected results, what are costs?

Campaign Briefing Clear briefing = More Effective campaign Can all activity be integrated into 1 brief? Promotions Press Relations Direct Mail Will you be using an Internal comms team? Will you be using an External agency? Can you piggyback on other partner’s campaigns?

Defining the Campaign shape helps the team/agency maximise opportunities Advertising TV, Magazines, Press Event Marketing Exhibitions, Fairs, Sponsorships Online Comms Banner Ads, Partnerships Press Relations Local / National

Campaign Resources and Responsibilities What is your budget? How will you split it? Who is doing the work? What are campaign milestones? Activity Deliverable By When Responsible Status Adverts Promotions Public Relations Template 3

Energy Saving Trust - Save Your 20% Campaign objectives To target and achieve a total of 1.5m consumer contacts and 500k actions Save 1.2m tC as a result of all activity Incorporate Save Your 20% into all activity Focus all activity at 4 Priority segments Run 1 Consumer and Trade activity per quarter Increase awareness of Energy Saving Trust and Recommended logo

Save Your 20% - Breaking down the objectives Energy Saving Trust Direct Contact Advice 500k Contacts Action 1.5m Contacts 1.2m tC Saved 261k Contacts Sustainable Energy Network Advice 308k tC Saved Action 794k Contacts Energy Efficiency Advice Network Advice Action 894k tC Saved Template 4

£££ Energy Saving Trust - 4 Priority Segments - 34% of UK population Segments with highest potential CO2 savings £££

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

Energy Saving Trust - Save Your 20% Quarterly Plan Apr 06 Mar 07 Baseline activity ES week Q1 Q2 Q3 Q4 Hidden Value Guide Energy Saving Rec Insulation Heating

Save Your 20% - TV Advert Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Save Your 20% - Press Ads Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Save Your 20% - Website Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Save Your 20% - Local Support - posters Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Cutting Your Carbon – Minimising Risk, Maximising Benefit Monitor Campaign and the Customer Journey Campaign Tracking

] Tools to Manage Journeys and monitor progress Advice Centres Helpline Database / FAQ Web pages Email Segmentation model ]

Campaign Tracking provides snapshot of how many people have seen message Unprompted: Have you seen or heard advertising for Save Your 20% during the past month? Prompted: Do you remember having seen this advert? Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Campaign Tracking helps to show who and how audience are getting the message Base - 2100

Campaign feedback from tracking study As a result of seeing the advertising, will you do any of the following in the next 6 months to save energy? Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Cutting Your Carbon – Minimising Risk, Maximising Benefit Evaluate Save Your 20% campaign Results Coverage Awareness Web Visits Calls to Centres

Save 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 Messages depend on motivation and are broadly split into environment or money saving Three key objectives Generate informed awareness Consumer Contacts Motivate action Messages to be researched with target audience to ensure motivating

Energy Saving Trust and Recommended logo awareness Messages depend on motivation and are broadly split into environment or money saving Three key objectives Generate informed awareness Consumer Contacts Motivate action Messages to be researched with target audience to ensure motivating

Campaign Results – Energy Saving Trust Website - Total visitors Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Campaign Results – Energy Saving Trust Energy Efficiency Advice Centre – Calls Objectives can be broadly categorised into three main areas: Informed awareness Energy Efficiency – CWI, ESR and EEC Transport Renewables Consumer contacts Via web, EEACs/SECs and hotline Take action Contact EST, HEC, GID, purchase ESR appliances, implement no cost/low cost measures, enquire into CWI

Campaign Checklist Partners / stakeholders consulted  Target audience clear  Message / Call to Action  Milestones agreed  Agency / team briefed  Resource allocated  Measurements agreed 

Summary – Maximising Benefit, Minimising Risk Key learnings from previous activity Planning Framework Strategy and Plan of Action Clear Campaign Objectives Clear message – call to action Integrated activity

Thank You And don’t forget to…