Community based marketing programs that get results
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This document summarizes a panel discussion on marketing community-based energy efficiency programs. The panelists discussed challenges in marketing these programs and practical solutions. Ellen Pfeiffer from National Grid spoke about lessons from implementing various community initiatives programs. Sara Van de Grift from WECC discussed good, bad, and ugly lessons from pilots in different communities. Cindy Jolicoeur from Marketing Drive shared tips on running successful community campaigns by empowering local stakeholders and champions. The panelists emphasized understanding the community, having clear and measurable objectives, leveraging local networks, and celebrating successes.
Community based marketing programs that get results
- 2. Agenda Presentationfromeachpresenterp Questionsforeachpanelistafterpresentation Openphonesforbroaderquestionsatendp p q (withguidelines) aesp.org
- 3. O D i d O tOurDesiredOutcome Divedeeperintothechallengesofmarketing communityprograms,y p g , Discusspracticalsolutionstoyieldmore effective program implementation andeffectiveprogramimplementation,and Havesomegreatdiscussions! aesp.org
- 4. A Few Topical QuotesAFewTopicalQuotes Progress is impossible without change, and those who cannot change their minds cannot change anything. . GeorgeBernardShaw All meaningful and lasting change starts first in your imagination and then works its way out. Imagination is more important than knowledge . AlbertEinstein aesp.org
- 5. S tti th StSettingtheStage CommunityPrograms Canyouactuallygetsavingsfromtheseprogramsy y g g p g Learningafewimportantlessonscanmakeabig difference Howareyoumeasuringsuccess aesp.org
- 6. 1 Comm nit Initiati es1.CommunityInitiatives: LessonsfromtheFrontlines EllenPfeiffer NationalGrid Canyouactuallygetsavingsfromtheseprograms? aesp.org
- 7. National Grid Community Initiativesy aesp.org
- 8. Motivations & Considerations Broader and Deeper EE Participation.p p Customer Satisfaction. Low Cost Procurement. Aquidneck T&D Constraints Boston, Quincy, Lowell ARRA Funding Chelsea, Chinatown, Lynn Green Jobs Worcester Athol Nantucket Hard to Reach aesp.org Worcester, Athol, Nantucket Hard to Reach
- 9. Design Secrets Dont limit yourself to residential audits or even only residential!residential! Start with solid programs and it is easy to create and scale a community initiative.y Maintain the integrity of your programs. Contests and prizes are not necessary, but if you doContests and prizes are not necessary, but if you do offer them, keep them simple. Grab the low hanging fruit of outreach/PR first.g g aesp.org
- 10. Lighting and Productsg g Refrigerator Recycling Fundraisers aesp.org
- 11. Whole Building Assessmentg Complete Ashrae Level 2 Audit of 5 Worst performing Municipal Buildings A ti Pl f C l ti R d ti Action Plan for Completing Recommendations Education and outreach for building occupants Power to Save Education Campaign and Go Green Nights aesp.org
- 12. Small Business Main StreetsSmall Business Main Streets O U TH ,620% 700% PO R TSM O U 500% 600% O W N ,253% R T,259% 300% 400% STO W N ,67% M ID D LETO W N EW PO R 200% 300% State Average JA M EST 0% 100% Average 63% -100% aesp.org
- 13. Keep Contests SimpleKeep Contests Simple aesp.org
- 14. Earned Media is King aesp.org
- 15. Communicating with Your CommunityYour Community Be Picky. Clearly and constantly communicate your Clearly and constantly communicate your capabilities and capacities. Establish expectations and reporting requirements for them as well. Always take the high road. aesp.org
- 16. The Great Data Debate Sharing Customer level data is not only Sharing Customer level data is not only illegal in most cases, it is also unnecessary Sti k t t li t ti ti Stick to top line statistics: MWh and Therms saved Carbon saved Dollars saved Number of Participants aesp.org
- 17. Branding Confusion Control is the exception, not the rule:
- 19. 2 Community pilots the Good the2.Communitypilots,theGoodthe BadandtheUglyg y SaraVandeGrift WECC Learningafewimportantlessonscanmakeabigdifference. aesp.org
- 20. Wherearewe? Focus on Energy Territory Community Pilots oGeneral target location for future pilot aesp.org p
- 21. BackgroundBackground 6 different pilots6 different pilots across the state 1 completed, 4 in process, 1 getting ready to launch Last1 to 3 yearsLast1 to 3 years In suburban, urban & rural areas aesp.org
- 22. GoalsGoals Test communication & d ti heducation approaches Test turn key delivery d l f t fitmodels for retrofit Marry rates and energyy gy efficiency Leverage social Leverage social marketing/networks Create scalable models aesp.org
- 23. Lessons LearnedLessonsLearned Clearly define your goal Invest in research before you go iny g Each community is different Understand them Understand them Know that what works in one community may not work in anothernot work in another Do they want you there? D t th d ! Dont assume they do! aesp.org
- 24. Lessons LearnedLessonsLearned Find the right champion This may not be who you think Find them before you roll out the program Community reward?y If yes engage them Make sure that target is attainableMake sure that target is attainable Need options that work for the whole of the communitycommunity aesp.org
- 25. Lessons LearnedLessonsLearned Balance! Customized but transferable; localized but scalable You cant be all to everyoney A local brand? It can help it can hinder It can help, it can hinder Its not a sure bet C t ff ti i t t d Cost effective savings not guaranteed aesp.org
- 27. 3.SuccessfulCommunity Campaigns: Powered by the PeoplePoweredbythePeople CindyJolicoeur MarketingDrive Howareyoumeasuringsuccess? aesp.org
- 28. Range of ExperienceRange of Experience Personal Mission Power to Save Campaign, Millville Elementary Sharing the Wealth Power to Save Tour with NationalPower to Save Tour with National Grid to Targeting Hard to ReachTargeting Hard to Reach consumers Lighting the Community CampaignLighting the Community Campaign in Worcester aesp.org
- 29. Lessons LearnedLessons Learned Know your Objectives Know your Objectives Understand where you can give, and where you cantand where you can t Know your Limitations S t b d t d ti t Set budget and time parameters Delegate, delegate, delegate Know your Audience Energy IQ may not be as high as you think aesp.org
- 30. Lessons LearnedLessons Learned Find your Championy p Community ownership is key What are their non-energy end benefits Create a network for success Define and engage key stakeholders Leverage different parties to distinct advantage Think be ond the s al s spects Think beyond the usual suspects Leverage resources D t t th h l Dont re-create the wheel aesp.org
- 31. Lessons LearnedLessons Learned Tell Your StoryTell Your Story Use a smart communication plan that suits communityy Guerilla & traditional communications Measure success beyond kwh Education, Action, BrandAn Energy Saving Tip Millville Elementary School Enhancement Celebrate your Successes from Millville Elem T th h th P t S ! Millville Elementary has taken the ENERGY STAR Challenge to reduce our energy use, lower our energy bills and do our part to reduce global warming. Tune in to read our weekly tips to help you save energy saving at home. y And enable others to share aesp.org Together, we have the Power to Save!
- 34. Cl i it tClosingitout Finalthoughtsfrompanelists Conclusions / Lessons LearnedConclusions/LessonsLearned aesp.org
- 35. AESP Topic Committees are talking aboutAESP Topic Committees are talking about Community Pilots too! Join our Community Pilot Sub Committee contact: Chair Ellen PfeifferChair Ellen Pfeiffer ellen.pfeiffer@us.ngrid.com or Vice Chair of Topic Committees Sara Van de Grift sarav@weccusa.org A joint venture of the Implementation and Marketing Topic Committees aesp.org
- 36. 22nd National Conference&Expo February610,2012 Hilton San Diego Bay FrontHiltonSanDiegoBayFront