Brand Building 2004 Canadian ENERGY STAR  Manufacturer of the Year

A starting point… Over 2000 window manufacturers in Canada Tens of thousands of contractors in our market Brand recognition is very weak

Our Goals… to increase awareness of… The amount of ENERGY LOSS through windows ENERGY STAR brand as a specific way to identify windows that are the most energy efficient Centennial ’ s brand as the solution

Perceptions and Realities “ Mom & Pop ” contractor industry A “ Tin Man ” perception In reality it is a multi-billion dollar industry with very few big players A dream opportunity for a marketing firm

Joe’s Windows and Bait

FREE Windows?

It’s all about Positioning Building value Building confidence Getting away from unsubstantiated claims Building a brand

Leading by Example Combine R&D, manufacturing, installation, marketing & financing under one brand Leading advocate in developing and promoting energy efficient products Power Smart Program in the 90’s First windows to be CSA certified First windows to be ENERGY STAR qualified

Hitching A Ride with ENERGY STAR

First To Market

Trade News

Consumer Press

Rolling Out ENERGY STAR May 2004 – receipt and announcement of Manufacturer of The Year Award 24 month promotional plan to leverage ‘ Efficiency ’ positioning Commissioned a marketing expert as Brand Champion Public Launch – On a Pedestal View Commercial View Commercial

Converting Conservation into Cash

Making ENERGY STAR part of our culture… 10,000 new lawn signs were purchased featuring the ENERGY STAR logo Company installation trucks were lettered with the participant logo Sales staff were trained in selling ENERGY STAR and the EnerGuide for Houses program All showrooms were provided signage promoting our participation in ENERGY STAR

Making ENERGY STAR part of our culture… 5000 product brochures were distributed at home shows and shopping mall displays Our quote folder was redesigned to emphasize the 2004 Manufacturer of the Year Award Sponsored TV personality, Jon Eakes to introduce the City of London ’ s LEG program - promoting EnerGuide for Houses and ENERGY STAR

Developing partnerships…

A Rebate Program Launched with Union Gas

Pre-launch notice to Customers

Campaign gets cookin’ Produced and aired over 100 TV spots in fall of 2004 to kick off campaign View Commercial View Commercial

Campaign gets cookin’ Four different flyers were produced and more than 2 million were distributed as inserts in seven newspapers throughout South Western Ontario. Each flyer focused on the ENERGY STAR label View Sample View Sample

Campaign gets cookin’ Centennial Windows and Union Gas jointly developed a billing insert that was distributed to 800,000 Union Gas customers in South Western Ontario - twice View Sample View Sample

Campaign gets cookin’ Centennial Windows produced and distributed over a million direct mail pieces to support the 1.6 million billing inserts distributed by Union Gas View Sample View Sample

Results Campaign combined to generate over 5 million impressions of the Centennial/ Union Gas/ ENERGY STAR partnership against targeted homeowners

Results Over $300,000 in Centennial rebates were paid to Union Gas customers on their gas bill Over 1000 Union Gas customers lowered their gas bills… first with the rebate and then in the long term with ENERGY STAR qualified windows Centennial Windows sales increased 48% year- over-year for the promotion period Early survey results indicate that the Centennial brand has achieved leadership status

“Since installing our new ENERGY STAR windows from Centennial we have noticed there are no more drafts. Our house seems to have more even heat everywhere and we’ve even been able to reduce our thermostat by 3 degrees and not even notice a difference! Thanks Centennial.” A Union Gas Customer

The Future Higher standards from ENERGY STAR to further separate us from the competition New alliances. We must continue to explore government-utility-manufacturer partnerships