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Energy Losses Management Programme

From Strategy to Implementation ‘Social Marketing Strategy Overview’. Energy Losses Management Programme. Content. Eskom Distribution’s Energy Losses Problem ELP Public Awareness Campaign Approach Understanding deviant behaviour ELP Social Marketing Strategy Integrated approach. 2.

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Energy Losses Management Programme

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  1. From Strategy to Implementation ‘Social Marketing Strategy Overview’ Energy Losses Management Programme

  2. Content Eskom Distribution’s Energy Losses Problem ELP Public Awareness Campaign Approach Understanding deviant behaviour ELP Social Marketing Strategy Integrated approach 2

  3. Problem and Goal Problem: Eskom is suffering revenue loss due to illegal connections across the spectrum from LPUs to SPUs Distribution non-technical losses are fluctuating on a moving twelve month average between 6% and 5% Goal: To get consumers to stop using electricity illegally and become legal, therefore contributing towards reducing the levels of non-technical energy losses caused by external issues including electricity theft, tampering, bypassing, etc. 3

  4. ELP Public Awareness Campaign Approach Solution lies in effecting behaviour-change Traditional advertising or a communications campaign cannot change behaviour on its own We use ‘Social Marketing’ … … applying commercial and innovative marketing technologies in behaviour-change programmes, with the aim of influencing the voluntary behaviour of target audiences for the greater good of the individual and society, whilst doing the most good for the company / organisation 4

  5. Changing Deviant Behaviour LEADERSHIP & SOCIAL MOBILISATION VALUES, CULTURE, EDUCATION, COMMUNICATION PERCEPTION MANAGEMENT PERFORMANCE REWARD, INCENTIVES & RECOGNITION SYSTEMS & CONTROLS, CONSTRAINING MEASURES DETECTION, REPORTING, LAW ENFORCEMENT • Change deviant behaviour to desired behaviour through: 5

  6. Social Marketing Strategy Objective To influence the voluntary behaviour of Eskom customers to be legal electricity users by: Reducing the number of illegal electricity customers Mobilising consumers to report and prevent illegal connections Building partnerships to deal with illegal electricity consumption 6

  7. Strategy essence (1) The essence of the strategy is built on two integrated pillars aimed at achieving a sustainable strategy with substance and impact: Objective: Behaviour-change towards legal electricity usage Pro-active Integrity- based Pillar • Values, Self-regulation • Integrity Standard • Leadership visible • Awareness, Info, feedback • Unity, Commitment • Peers, value drivers • Partnerships • Mobilisation Compliance-based Pillar • Code of Conduct • Systems/Controls • Audits • Info management • Detection • Law • Policies • Reporting A holistic approach based on a two-pillar strategy Social Marketing Campaign 7

  8. Strategy essence (2) Show target audiences the impact & risk of illegal use of electricity – on themselves, their community, the country Show target audiences the benefits of legal electricity usage – how they can play a role in sustainable power for the country, equitably Empower target audiences through partnerships, organised structures and mobilisation The focus is on both LPUs/Large SPUs, and residential SPUs/PPUs. The strategy will also have integration points with safety, infrastructure theft, energy efficiency and non-payment. 8

  9. Channels: Not a traditional Advertisement Campaign 9

  10. Integrated Campaign Tenets INTEGRATED CAMPAIGN Drive desired behaviour through: Social Marketing (incl partnerships, mobilisation, etc) Restrictive measures (e.g. split metering, secure boxes, etc) Compliance measures (e.g Audits, law, policy, reporting line, etc) Performance-based incentive for joint problem-solving approach (both individual and community incentives) 10

  11. Campaign Positioning Overall theme to be explored for the campaign: Sustainability -: Energy/revenue loss = business/financial sustainability Energy efficiency = supply/environmental sustainability Safety = sustainability of life Illegal connections = financial sustainability Theft = infrastructure sustainability Non-payment = financial sustainability To be positioned as follows: 11

  12. Message positioning Alignment with Eskom Brand Positioning Area specific messaging as per individual campaigns Campaign theme: Sustainability ELP & integrated campaign messaging Campaign: ELP Social Marketing Safe Electricity Infrastructure Theft Energy Efficiency Illegal Connections Non- payment The ELP Public Communications Strategy will be focused on its objective of reducing energy losses and ensuring operational sustainability, but the concept of sustainability is big enough and has “the legs” to walk across and touch all the points of integration 12

  13. Thank You 13

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