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

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

3. 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

4. Energy Saving Trust

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

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

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

8. 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)

9. 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

10. 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

11. 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

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

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

14. 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?

15. 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?

16. 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

17. 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

18. 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

19. 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

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

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

22. 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

23. 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

24. 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

25. 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

26. 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

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

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

29. 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

30. Campaign Tracking helps to show who and how audience are getting the message
Base

31. 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

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

33. 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

34. 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

35. 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

36. 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

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

38. 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

39. Thank You
And don’t forget to…