E4ME–TV presents… Energy Quest #15 Competitions, Campaigns and Communicating for Behavior Change April 2 nd @ 7:00 p.m

1. E4ME–TV presents… • Energy Quest #15 • Competitions, Campaigns and Communicating for Behavior Change • April 2nd @ 7:00 p.m. EST

2. “Save Like a Mainer” Efficiency Maine’s Education and Awareness Campaign Island InstituteEnergy for Me – Energy Quest4-2-2013 Paul BadeauDirector of Communications

3. Save Like a Mainer Campaign • Objectives • Help achieve strategic plan, a.k.a., “Triennial Plan” • Help Mainers recognize opportunities to save energy at home and at work • Establish Efficiency Maine as the driving force mobilizing Mainers to greater efficiency • Motivate consumers to take action through Efficiency Maine programs

4. Save Like a Mainer Campaign • Objectives (cont.) • Encourage consumer/business ownership of campaign centric call-to-action • Establish a growing “culture of conservation” around energy efficiency, equipment purchases and operations

5. Save Like a Mainer Campaign • Challenges • Energy efficiency is abstract to many • Mainers have a DIY mentality • Perception of efficiency as expensive proposition (up front cost is major barrier • Fine line between being frugal and being cheap

6. Save Like a Mainer Campaign • Activity • Launched October 20, 2011, at Mainebiz Momentum Convention • Success stories of commercial and residential customers • Web Ads, Newspaper Ads, Radio and TV • Branded campaign to integrate across programs including appliances, residential loans, organizational communications, etc.

7. Audiences • Maine Rate Payers • Residential • Commercial • Industrial • Municipal • School Systems • Influencers • Media • Community, Business, and Opinion Leaders • Stakeholders

8. Key Messages • Energy Efficiency: • Helps Maine consumers save money • Helps make Maine businesses stronger/profitable • Creates/retains Maine jobs • Fuels the Maine economy by increasing discretionary income • Decreases Maine’s energy demand, which lowers energy rates for all Mainers • Ultimately, energy efficiency is a Maine value

9. Tactics • Print ads using Dennis Welch’s storytelling/photojournalism style • Collateral material (brochures, flyers…) • Event Booth • Style Guide • Web site/microsite • Style Guide • Direct Mail Campaign (PACE/PowerSaver loans) • TV ads for residential loans tied in to campaign (major networks in major markets) • Radio ads for residential loans tied in to campaign (WBLM, WHOM, The Wolf, others) • Trade shows (Common Ground Fair, Cumberland Fair, Androscoggin B to B show)

10. Paid Media Strategy • Print • Target: Business/Commercial via Business Publications • Target Residential via Newspapers, Magazine • Digital • Online Banner Advertising to support print media campaign • Search • Geo-Target Residential with Keyword Category AdGroups • Educational (How To/What Is category) • Consumer Needs Category (i.e. Insulation, Lower Electric Bill) • Programs Category (i.e. PACE Loans, PACE Community • Geo-Target Commercial with Keyword Category AdGroups • Educational (How To/What Is category) • Business Needs Category (i.e. Lower Operational Costs, Reduce Energy Bill) • Programs Category (i.e. Qualified Partners, Energy Experts, Electrical Services)

11. Examples

12. Old Town Canoes & Kayaks$40,000/year Energy SavingsAfter consulting with Efficiency Maine, Old Town Canoe & Kayaks installed motion sensitive lighting and a new gas fired oven.

13. Gifford’s Ice Cream$8,000/year Energy SavingsWith help from Efficiency Maine, Gifford’s installed new freezer compressors to cool the ice cream faster and more efficiently than ever before.

16. Any questions?

18. Team ENERGY STAR and the ENERGY STAR Pledge Energy Quest Presentation April 2, 2013

19. Join Team ENERGY STAR! • A youth-focused initiative to teach young people how to save energy and protect the climate • Hosted by PTO Today/School Family Media • Provides fun and educational activities to help the whole family learn about saving energy • Features the new movie EPIC • EPIC is a 3D action-adventure animated comedy focused on saving the environment • Animated film premieres in late May and stars Beyonce, Steven Tyler, Colin Farrell • Check out the film trailer: http://www.epicthemovie.com/

20. How to Join the Team • Families visit www.energystar.gov/teamto be directed to the Team ENERGY STAR webpage hosted by PTO Today/School Family Media • Team members will receive fun and educational energy-saving information and activities to get the whole family involved in saving energy and protecting the climate • After completing their energy-saving activities, families are encouraged to return to energystar.gov/team to share their energy-saving success stories for EPA recognition and a chance to win prizes courtesy of PTO Today, 20th Century Fox, and LG Electronics • Join the team today!

21. The ENERGY STAR Pledge • Urges Americans to commit to simple energy-saving actions at home • Nearly 4 million pledge takers nationwide • Organizes “pledge drivers” to spread the word within their communities • Utilizes a proven method for encouraging behavior change • Become a pledge driver at: www.energystar.gov/changetheworld • Take the pledge at: www.energystar.gov/changetheworld

22. For More Information Contact: Brittney Gordon U.S. EPA Gordon.brittney@epa.gov 202-343-9122

24. Island Institute Energy Team (IIET) – Agents of Change • Staff Survey • New water cooler, coffee machine • eMonitor installed! • Energy Star “Battle of the Buildings” competition • Building re-commissioning with Cordjia Capital Projects

25. Reduce the Use of Energy Abuse at the ‘Tute • Inter-’Tute energy competition - June/July 2012 • Each floor competed to have greatest percent reduction • Preliminary competition results shared on internal facebook, public facebook, all-staff email • Final results announced at all-staff meeting • Competitive spirit: “How is your floor going to keep the 2nd floor from victory???”

26. Measuring Impact of Competitions Subpanel Showdown Subpanel Slam

27. Spring Energy Extravaganza! • $2,000 eBucks • Entire building • REAL baseline data! • April 8th – May 9th • Final Results at Energy Fair Use your eBucks!!!

28. join us next month when • E4ME–TV presents… • Energy Quest #16 • SEASON FINALE • May 7 @ 7:00 p.m. EST