By Ryan Kiscaden, Thermostat Recycling Corporation Being Green While Saving Green: Maximizing Impact of Marketing Dollars

Agenda  TRC Background  Marketing Awareness  Google’s 3 A’s  Social Media Strategy  Using Consultants/Vendors Slide 2

TRC Background  Industry stewardship program for end-of-life mercury thermostats  Non-profit founded nearly 20 years ago by Honeywell, White-Rodgers, and General Electric; 30 manufacturers now participate  Mission is to promote and facilitate the proper management of end-of-use mercury containing thermostats through reverse distribution Slide 3

How the Program Works 1. Mercury thermostats are removed from service 3. When bin is filled or one year’s time of accumulation, it is sent to TRC’s processing facility in Golden Valley, MN 4. After processing, the empty bin is returned to start the collection process again 2. Thermostats are brought to closest collection point or stored in TRC’s container at job site Slide 4

TRC’s High-Level Marketing  Print & web advertising  Direct Mail: postcards, posters, calendars, etc.  Social Media  Trade Show Attendance  Promotional Campaigns  Earned media Slide 5 Marketing Planning

TRC’s Target Audience The two main groups of our target audience include:  HVAC technicians working in homes  HVAC wholesale locations with limited counter space to devote to a recycling bin and/or promotions Slide 6

Marketing Awareness Ideas  Marketing pieces that encourage and/or reward recycling behavior  Giveaways: the more you recycle, the better your chances of winning  Loyalty program: Offer a punch card to customers, get a punch for every item recycled, and a reward when punch card is filled  Direct mail: postcards, letters, s Slide 7

Marketing Awareness Ideas Cont’d  Incent participation by providing free marketing collateral/images to collection partners to promote their participation  Offer free promotional toolkit  Cross-branding on websites  In-store displays  Posters in different languages  Surveys Slide 8

Marketing Awareness Design  Easy tips:  Know your audience  Catchy messaging  Bright colors  Stay within branding  Design programs:  Canva: free website for layouts such as flyers, brochures, social media  GIMP: free graphic design software alternative to Photoshop  Adobe Creative Suite: Monthly memberships available for access to all products Slide 9

Google’s 3 A’s  Analytics: Improve performance across your website and turn customer insights into actionable solutions for your business. Free service.  Alerts: Get notifications any time Google finds new results on a topic relevant to your business. Free service.  AdWords: Ad shows in google searches based on predetermined keywords. Only pay when they click to visit your website or call.  Choose keywords obliquely, such as “replace thermostat” or “Honeywell thermostat” Slide 10

Google AdWords Sample  TRC’s target audience: Contractors in states with mercury thermostat disposal bans.  Top performing keywords: thermostat, Honeywell thermostat, replace thermostat, change thermostat. Slide 11

Social Media Strategy  Inform – create awareness of the program stressing the ease of participation and what tools are available  Engage – encourage the community to actively participate in conversation  Contribute – foster relationship with partners/other entities within the industry by contributing to trending conversations Slide 12

Tweet Examples  Inform:  Engage:  Contribute: Slide 13

Social Media Management Tools  There are several websites/apps that allow message scheduling, tracking, analytics and more.  Hootsuite  TweetDeck  Buffer  Sprout Social Slide 14

Using Consultants/Vendors  Outsource when you are not the expert  Sample Marketing Activities:  Website page creation and development  Monitoring Google AdWords  Public Relations  Graphic Design  Social Media  Surveys  Direct Mail Slide 15

Final Thoughts  Strategic marketing planning is important.  Many of the tactics we’ve reviewed are very inexpensive, or even free.  Objective is to habituate the behavior — this is done, in- part, by saturating the market with the brand, reinforcing the message and measuring the results.  Sometimes the best marketing can be through word-of- mouth – your “biggest fans” can be your champion marketers.  Outsource when you’re not the expert. Slide 16

Questions?  Ryan L Kiscaden – Director of National Accounts  Mobile:   Website: Thank you NAHMMA! Slide 17