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Campaign for Energy Efficiency and Conservation

Campaign for Energy Efficiency and Conservation. Alaska Colorado Ohio Kentucky Louisiana Minnesota Texas Missouri North Dakota Utah Virginia Wyoming Pennsylvania . Historic Ad Council Campaigns :. “Give a Hoot, Don’t Pollute” Smokey Bear

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Campaign for Energy Efficiency and Conservation

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  1. Campaign for Energy Efficiency andConservation Alaska Colorado Ohio Kentucky Louisiana Minnesota Texas Missouri North Dakota Utah Virginia Wyoming Pennsylvania

  2. Historic Ad Council Campaigns : • “Give a Hoot, Don’t Pollute” • Smokey Bear • “A Mind is A Terrible Thing To Waste” • “Friends Don’t Let Friends Drive Drunk” • Vince & Larry, Crash Test Dummies

  3. EARLY AD COUNCIL CAMPAIGN

  4. Earliest know energy efficiency campaign

  5. Ad Council Mission: To identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society.

  6. How it works…. • Public Service Advertising (donated/unpaid advertising time – not guaranteed) • National scope • 3-year campaign • Only 40 campaigns/yr chosen

  7. Campaign Facts… • Typical Ad Council campaigns get $32 million worth of donated advertising time • TV: 24% • Internet: 16% • Radio: 50% • Print, Out-of-Home, and Other: 10% • In 1999 and 2000 - over $1 billion was donated to PSA time and space

  8. How it works… • Ad Council and ad agency develop campaign • Leading corporate marketing executives lend time and expertise • The nation’s top advertising agencies work pro-bono • We pay production/research costs: ~$1,000,000/yr

  9. Our Ad Agency: Tracy Locke Partnership • Tracy Locke’s Experience: • 20 years of TV, radio, print and outdoor national promotions for Pepsi • 5 years experience with Pizza Hut • Positioned, named Tostitos for Frito-Lay • Miller beer advertising • Hasbro boy products (G.I. Joe, Transformers, more)

  10. Our Campaign Facts… • Targeting children (ages 8-13) in years 1 and 3 • Targeting parents in year 2

  11. What will our message be? • Too early to know, but it will be a general message promoting energy efficiency and conservation • We’re in planning stage now, message development is next

  12. Message will be very general - Intent is toraise awareness EXAMPLES of General Messages “Only you can prevent wild fires” (1944-present) “Take a Bite Out of Crime” (1978-present) “People Start Pollution, People Can Stop It” (1953-1983) (These historic campaigns are famous because they’ve run for many years. Support & awareness increase over time.)

  13. Energy Efficiency and Conservation Campaign • Macro message promoting • Energy Efficiency • Energy Conservation • To children & families

  14. Research Stage • Focus groups on kids about attitudes around energy / energy efficiency • 6 focus groups (3 in Kansas City, 3 in Dallas) September 23-25 • Results: October 2

  15. Next steps… • Creative concept / Message development • Focus group testing of message • If acceptable, move into production phase • Scheduled to launch April / May 2003

  16. Why you should be involved • National campaign – all states affected • Once awareness is raised, follow-up important • State offices can take advantage of raised awareness and promote own programs with greater success • Working through schools, kids will bring message home to reach adults • You can help deliver messages nation-wide

  17. Alaska: Missouri: Colorado: N. Dakota: Ohio: Penn: Kentucky: Utah: Louisiana: Virginia: Minnesota: Wyoming: Texas: 13 State Partners So Far Total: $147,500

  18. The Partners • State Energy offices $147,500 • U.S. DOE $325,000 • Home Depot $300,000 • NAIMA $100,000 Total so far: $ 872,500 • Need add’l $127,500 for full campaign • Hispanic target audience can be reached for an add’l $500,000

  19. Promotion of sponsors • Press Releases - mainstream & trade • Advertising –Your organization can leverage the strategy/selling line in paid media, posters, brochures, etc • Fulfillment Materials - (possible credit in brochures, classroom curriculum packets, web site)

  20. Benefits • Partner:$5,000/yr for three years Your energy office credited on web site Ready-made, customizable news releases Use sponsorship of campaign in own outreach efforts • Senior Partner: $10,000/yr for three years All of the above and… Your energy office credited in fulfillment materials Your energy office credited on web site with link Other levels available upon request.

  21. Other Benefits • No better ROI opportunity known • A unique way to reach millions of people at low cost - • Educate the public • Promote energy efficiency benefits • Get recognition on fulfillment materials • Opportunity to self-promote sponsorship

  22. Additional Opportunities • Additional target market can be reached for only $500,000 more per audience

  23. Campaign Management • State Energy Offices coordinator (Contact: Rick Grice) • Colorado Energy Assistance Foundation overall campaign management (Contact: Maria Finley) • National Fuel Funds Network will deliver message to partners nationally (Contact: George Coling)

  24. Your Opportunities You are invited to get involved

  25. Contact Info Colorado Governor’s Office of Energy Management and Conservation Rick Grice:(303) 894-2383 Rick.Grice@state.co.us

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