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Cutting Your Carbon Effective Energy Efficiency Campaigns

Cutting Your Carbon Effective Energy Efficiency Campaigns. Jon McGowan April 11 th 2006. Contents. Introduction Energy Saving Trust – What We Do Plan Execute Monitor Evaluate Checklist and Summary. Energy Saving Trust – What We Do. Policy Consultation

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Cutting Your Carbon Effective Energy Efficiency Campaigns

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

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

  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 Solutions Grants/Offers Information Signposting

  6. Start point for any successful Campaign is the planning framework

  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 Activity Planned Activity Delivered Activity Results / Learnings Adverts Promotions Press Relations 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

  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 Advice Sustainable Energy Network Action 308k tC Saved 794k Contacts Advice Energy Efficiency Advice Network 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. Baseline activity ES week Energy Saving Trust - Save Your 20% Quarterly Plan Apr 06 Mar 07 Q1 Q2 Q3 Q4 Hidden Value Guide Energy Saving Rec Insulation Heating

  23. Save Your 20% - TV Advert

  24. Save Your 20% - Press Ads

  25. Save Your 20% - Website

  26. Save Your 20% - Local Support - posters

  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 • Email • 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?

  30. Campaign Tracking helps to show who and how audience are getting the message Base - 2100

  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?

  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

  34. Energy Saving Trust and Recommended logo awareness

  35. Campaign Results – Energy Saving Trust Website - Total visitors

  36. Campaign Results – Energy Saving Trust Energy Efficiency Advice Centre – Calls

  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…

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