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ENERGY STAR Marketing and National Promotion Update

ENERGY STAR Marketing and National Promotion Update. ENERGY STAR Partner Meeting December 5, 2002. ENERGY STAR Success. More than 1,200 manufacturers labeling more than 13,000 product models

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ENERGY STAR Marketing and National Promotion Update

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  1. ENERGY STARMarketing and National Promotion Update ENERGY STAR Partner Meeting December 5, 2002

  2. ENERGY STAR Success • More than 1,200 manufacturers labeling more than 13,000 product models • More than 400 retailers (16,000 storefronts) including Sears, Lowe’s, Home Depot, Wal*Mart and Best Buy • 160 state and utility partners supplying nearly 60% of US customers • To date, American consumers have purchased more than 750 million ENERGY STAR labeled products

  3. ENERGY STAR Awareness • ENERGY STAR is recognized by 40% of consumers nationwide • Awareness exceeds 50% in areas where utility/state programs are active • High brand loyalty: most ENERGY STAR purchasers would recommend ENERGY STAR to a friend

  4. Growing Interest • Product related web visits up 37% since January • from ~80K to ~110K • About 1000 product-related hotline calls/e-mails per month • high of 1,600 during CAL ‘01 • most popular: appliance ~20K /month • followed by: HVAC ~12K / month

  5. Growing Interest • Product related print articles range from 250-450 per month • In the past year, product related articles reached a circulation of more than 5 billion • Top markets: NY, DC, Houston, Chicago, LA, SF

  6. Growing Support • More than 600 companies advertise Energy Star products per month in print • up from about 500 a year ago • About 8,000 print ads display the Energy Star label • appliance and windows >3000 • HVAC ~1000

  7. Public Service Campaign Progress • Distributed to 150 top TV markets, 50 top daily newspapers, 1000+ magazines, 35 national radio networks • More then $5 million in equivalent ad value (TV, radio, print) • Airing in the best day-parts more than half the time • Performing 15% better than the average government PSA

  8. Change Campaign Placement • Phase II (SOHO) release - Nov 02 • personalized and tagged in target markets • Re-release print to national magazines,newspapers - Oct/Nov 02 • Phase II cable release - winter 02 • Radio DiscPack - winter 02 • Phase III (Homes release) - Mar 02

  9. Back-to-School Media Outreach • Top 75 markets • Included virtual pitch, fast fact sheet, dorm room fact sheet, shopping checklist plus one-to-one email/phone outreach • Overall more than 37 million media impressions • Parade feature 11/3/02 • 10 stories in several of largest campus newspapers • radio placement including St. Louis and Washington

  10. 2002 Holiday CE Promotion • First national promotion to promote CE products • Raise awareness of ENERGY STAR label • November – December 2002 • Involves partners, products, retailers, utilities

  11. Overview • Manufacturers: Panasonic, Philips, PhoneMate, Pioneer, Uniden • Products: Home audio, DVD/VCR/combinations, TVs and telephony products • Retailers: RadioShack, Sears • Utilities: 15 in Northeast, Minnesota and Northwest

  12. EPA Role • Promotion theme/templates • Web-based “gift guide” • PR/Media outreach • Gift guides, top 25 dailies, NAPS article, national outreach

  13. Manufacturer Role • Update qualifying product lists • Label product packaging

  14. Manufacturer Role • Link “gift guide” to site

  15. Manufacturer Role • Raise awareness with box insert

  16. Retailer Role • Link “gift guide” to site • Train associates on ENERGY STAR qualified CE products • Promote products in circulars/ads

  17. Utility Role • Raise consumer awareness with bill stuffers • Link “gift guide” to site or feature web banners

  18. Early Media Results • Whitman “walk-throughs” in RadioShack and Sears in LA, Philadelphia, DC • Today Show segment Monday 12/2 • Satellite media tour 12/5 • Gift guide/article hits in Home Magazine, Cleveland Plain Dealer, Organic Style Magazine

  19. 2003 Promotion • Start contacting partners early • Manufacturers = determine when 4th quarter plans solidified • Retailers = work CE promo into 2003 ENERGY STAR “strategies” • Draft promotion creative available for review in January • More retailer/vendor “matchmaking” • Co-promotions, buy-downs, co-op advertising • Questions/comments

  20. Why Monitor Power Management (MPM)? • 54 million office computers and monitors use 1% of the nation’s electricity • More than half of electricity used to power monitors is wasted: • 60 percent left on at night • 45 percent not enabled for power management • MPM places active monitors (60 to 90 watts) in low-power sleep mode(2 to 10 watts) after a period of inactivity

  21. Why MPM? Savings at Low Costs At a cost of a few hours of IT staff time

  22. Tools to Make MPM Quick and Easy • For the IT Manager - Software (EZ Save, EZ Wizard) and IT consulting to activate MPM organization-wide safely and quickly • For the End User – Posters, tent cards, mouse pads for an end user outreach campaign • For Upper Management – Positive publicity through Million Monitor Drive PR campaign (press releases, awards, articles)

  23. Case Studies • Cisco Systems • Had disabled MPM on 50,000 computers • Used 3rd party network tool to activate MPM • Article in Buildings magazine • Will save $1 million annually • Pitney Bowes • MPM activated during W2000 rollout on 10,500 computers • Will save $160,000 annually

  24. PC-Intensive Orgs Have Embraced MPM • Private Sector - Cisco Systems(CA), Pitney Bowes(CT), Citigroup(NY), AOL(DC), Computer Associates (NY) • Universities - Harvard University(MA), Penn State(PA), Mills College(CA), Tulane University(LA), University of Pittsburgh(PA) • Government - EPA, Lackland AFB(TX), Westchester County(NY), Loudoun County(VA) • Energy Efficiency Programs Adopted MPM Platform - PG&E(CA), Efficiency Vermont(VT), WI Focus on Energy(WI), NYSERDA(NY)

  25. Possible integration of computers into enabling campaign • Hard drives have even lower enabling rates than monitors • Enabling rates are low due to past problems with power management and computers. • IT community is very skeptical and not motivated to support power management • New technologies such as IAPC offer a new opportunity • IT would not embrace computer enabling without some push or incentive to do so

  26. Possible PC Power Down Challenge Campaign • Incorporates newest PC power saving technology into a computer power management program • Leverage resources on Intel and others to promote new technology and benefits • 1st step is to conduct a pilot test at a willing organization (org. has been identified and will enable 5,500 new PCs in spring 2003) • Next step would be to expand enabling efforts to include PCs with the new technology

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