2008 ENERGY STAR ® Meeting – June 5, 2008 Victoria Morrow Tel: ext EarthCare Sudbury City of Greater Sudbury Web: A Retail/Consumer Level Community Conservation Program

Presentation Outline What is Efficient Sudbury? Core elements of the Campaign Retailer Engagement Impact of Efficient Sudbury Next Steps

What is Efficient Sudbury? Efficient Sudbury (ES) is a program developed to increase consumer awareness of products and services in the community that promote energy conservation and energy efficiency The campaign works with partners to educate the public and organizations on the benefits of premium energy efficient products such as ENERGY STAR

Efficient Sudbury’s Goals Enhance the promotion, sales and marketing of energy efficient products and services Build upon the awareness of nationally recognized programs such as ENERGY STAR. Transform the existing marketplace for energy efficient products and services. Reduce demand for electricity.

Main Campaign Elements In-store marketing campaign featuring informative product sheets and shelf talkers on a variety of ENERGY STAR qualified products Comprehensive Public Education and Outreach, targeting education of consumers and front line retail staff

Marketing Tools In-store marketing materials: –10 product sheets –7 shelf talkers –brochures –posters –partner sticker Other promotional materials include: –quarterly newsletter –magazine-style newspaper inserts –Northern Life/ Le Voyageur insert – combined readership of 67,000 –seasonal newspaper ads

Presentations for community groups. neighbourhood organizations, libraries, businesses and events Library Loan program for energy monitoring devices Collaboration with schools, through Interactive Home Audit and student door-to-door Home Visit program Collaboration with utility partners Efficient Sudbury Display at Home Show, Earth Day Festival Media and web promotion Home Energy Efficiency Contest In-store promotion Outreach Strategies

Retailer Engagement Retail Advisory Committee Networking Opportunities R etail staff training In-store Efficient Sudbury marketing Program Evaluation

Retail Staff Training Held one week of comprehensive workshops, with specific sessions for each of the retail sectors – 218 participants (330 hours of training) Customized in-store training workshops have been offered to all Efficient Sudbury retail partners and to date, 14 workshops have been delivered to new and existing partners

In-store Marketing All retail Partners have received product sheets and shelf-talkers for the ENERGY STAR qualified items they carry Home Energy Efficiency Contest

Program Evaluation Retailer sales figures Retailer surveys Input from the Retail Advisory Committee Mystery Shopping Attitudinal awareness poll

Retailers reported that the in-store marketing materials helped inform both staff and consumers 3 months following the official launch of Efficient Sudbury, the level of awareness of ENERGY STAR by retail staff had increased by 96%. 86% increase in public’s familiarity and understanding of ENERGY STAR Impact of Efficient Sudbury

Next Steps Themed promotions Related products as an avenue for future promotions The City of Greater Sudbury will continue to maintain the campaign

Victoria Morrow EarthCare Sudbury City of Greater Sudbury Tel: ext Web: