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ENERGY STAR CLOTHES WASHER REBATE PROGRAM

ENERGY STAR CLOTHES WASHER REBATE PROGRAM. HELEN CORBETT PAMELA KOSS. OUTLINE. Organization Background & Role Program Overview Funding & Partners Marketing Strategy Accomplishments Challenges & Learnings. BACKGROUND. A not-for-profit private-public partnership in Alberta

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ENERGY STAR CLOTHES WASHER REBATE PROGRAM

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  1. ENERGY STAR CLOTHES WASHER REBATE PROGRAM HELEN CORBETT PAMELA KOSS

  2. OUTLINE • Organization Background & Role • Program Overview • Funding & Partners • Marketing Strategy • Accomplishments • Challenges & Learnings

  3. BACKGROUND • A not-for-profit private-public partnership in Alberta • Core staff of 20 in Calgary and Edmonton • Multi-stakeholder board

  4. ROLE • Take action to reduce GHGs • Program delivery • Align initiatives to Alberta’s and federal government’s plans • Leverage

  5. Energy Solutions Alberta • Energy Efficiency and Conservation • Furnace Replacement Programs (2004 & 2005) • LED Exit Sign Incentives • Soak Up the Savings Clothes Washer Program

  6. PROGRAM OVERVIEW • September 15, 2005 to March 1, 2006 • $50 rebate for ENERGY STAR clothes washer • Additional $50 for residents of Calgary • Application processing • Rebate processing

  7. Application Form • Retail appliance stores • Web • Mail

  8. Rebate Cheque • Calgary-based company • Printed, posted and mailed • Opportunity for logo placement and additional promo

  9. FUNDING & PARTNERSHIPS • Program Funding • NRCan • Government of Alberta • City of Calgary • Industry Support • Manufacturers • Retailers

  10. MARKETING STRATEGY • < $7,000 to promote program • Leveraged through utilities & media

  11. EPCOR Bill Stuffer EPCOR distributed to 650,000 customers in Alberta (250,00 in Edmonton) Enmax distributed a bill insert to 280,000 customers in the Calgary region

  12. Static Cling Sticker • ## of stickers were sent to retail stores across Alberta • Stickers adhered directly to ENERGY STAR clothes washers

  13. Static Cling Sticker • Version used in Calgary to explain additional rebate

  14. Media Coverage • 2 radio spots = 22,000 reach • 4 Television spots = 270,000 reach • 5 print articles

  15. Media Coverage vs. Web Hits Media Coverage Promotion from utilities

  16. CHALLENGES & LEARNINGS • New home construction large but complicated market • Inconsistent messages from retailers to consumers – better communication with retailers required • Customer satisfaction issues • FREE RIDERS!!!

  17. Would you have purchased an ENERGY STAR clothes washer without this program? YES 86% NO 14% Free Riders or other factors

  18. ACCOMPLISHMENTS • 8700 clothes washers purchased • Water Savings • Over 200 million Litres/yr • Energy Savings • 3300 MWh/yr • Includes dryer savings • GHG reductions • Over 3000 tonnes • Consumer $’s saved • Approx. $450,000

  19. EDMONTON Suite 1560, 10303 Jasper Ave. Edmonton, Alberta, Canada Telephone: [780] 408-4580 pkoss@climatechangecentral.com CALGARY Suite 100, 999 – 8th Street S.W. Calgary, Alberta Canada Telephone: [403] 517-2700 hcorbett@climatechangecentral.com www.climatechangecentral.com www.energysolutionsalberta.com

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