Regional Messaging and Marketing Toolkit g g g g PNUCC Board - - PowerPoint PPT Presentation

Regional Messaging and Marketing Toolkit g g g g

PNUCC Board Meeting Susan Stratton, Executive Director

NORTHWEST ENERGY EFFICIENCY ALLIANCE

May 4, 2012

NEEA’s Unique Value

Fills the energy efficiency pipeline, championing innovation driving championing innovation, driving emerging technologies Accelerates market adoption Accelerates market adoption

• f energy-efficient products,

services and practices Leverages regional advantage through shared resources, i f l d d i k economies of scale, reduced risk

Current Initiatives

Residential

Efficient Homes Televisions

Commercial

Commercial Real Estate Healthcare Ductless Heat Pumps

Industrial

Food Processors

Emerging Technology

Agriculture – Irrigation Building Operator Certification Expansion Small/Medium Industrial Existing Building Renewal Commercial Lighting Solutions Heat Pump Water Heaters High Performance Windows Green Pumps Green Pumps Solid State Lighting Industrial Refrigeration Residential Economizers Residential Test Bed

Codes & Standards

Commercial Codes Commercial Standards Residential Standards R id ti l C d

Partner Services

ConduitNW.org Effi i C ti N th t Residential Codes

Agriculture

Irrigation Efficiency Connections Northwest Other Regional Resources

Overview of Messaging and Toolkit Project

• Background
• Background
• Messaging
• Social Media Research
• Toolkit Elements
• Next Steps

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Background

Regional Marketing Coordinating Council NEET d d ti

• NEET recommended creation
• 26 members representing 11

utilities, BPA, ETO and PNGC ut t es, , O a d GC

• Facilitated by NEEA.

What was needed?

• RMCC defined the problem:

Energ efficienc marketing in the NW lacks a cohesi e message Energy efficiency marketing in the NW lacks a cohesive message that conveys urgency and communicates meaningful customer benefits, leaving customers unclear why they should take action.

• And envisioned success:

R i h h b d i i lki

• Region has research-based messaging to execute in a toolkit.
• Toolkit is available and widely used – complete enough for smaller

utilities with fewer resources AND adaptable for utilities with i ifi t i ti k ti i significant existing marketing campaigns.

• Utilities know how to apply messaging to multiple customer types.

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Perspective and Goals

Build on previous research and knowledge:

• Move from an understanding of attitudinal segments to a
• Move from an understanding of attitudinal segments to a

unified, comprehensive, region-wide messaging approach that changes behavior and habits Work from an understanding of behavioral change: C t i ti ttit d d l t th h ll

• Connect pre-existing attitudes and values to the challenge
• f energy efficiency
• Establish community-wide behavioral norms that shape

Establish community wide behavioral norms that shape attitudes and habits

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Project Overview

• Conduct research to:

Identify messaging that will move more NW residents move more NW residents to take action Understand potential role

• f social media
• f social media
• Develop messaging hierarchy

and a messaging guide

• Develop toolkit of marketing

resources with usage guide

• Disseminate toolkit throughout

Disseminate toolkit throughout region

• Evaluate impact

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Messaging essag g

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The Challenge And The Opportunity

Moving More Residents to Act

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Combination Of Motivations For Action

While savings tops the list, it alone addresses limited audience

Saving Money

is the only very important reason to act

14%

extremely likely to act

Savings, waste reduction and conservation are critical combination to driving

reason to act

g , g action

C i 40% S i N t Conserving Energy 40%

extremely likely to act

Saving Money Not Wasting

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Waste Message Persuades More to Act

• NW residents hate waste

NW residents hate waste

• The word “waste” conveys

that it can be eliminated without sacrificing comfort

• r quality of life
• Persuasive for everyone –

including those who have done a lot and think that they have done it all

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A Clear Messaging Hierarchy Emerges

• Wasteful message provides the needed push
• Marries motivation to act (hate waste) with key personal benefits (lowers my

bill and conserves resources) Saving bill and conserves resources)

Not Wasting

Saving Money

Lowers my bill

Wake up call: wasting energy in ways I may not even be aware of

Conserving Resources Resources

I don't like using more of the earth’s resources than what’s needed

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what s needed

Benefits Delivered Through The Core Messaging

Functional Benefits

• Cuts waste

Emotional Benefits

• Feel relieved – can lower my costs and it
• Lowers my bill [table stakes]
• Conserves resources
• Keeps costs down for all

y won’t be painful (i.e. don’t need to sacrifice comfort or quality of life)

• Feel like I’m being smart – there’s more that

I can do p I can do

• Feel like I’m taking control – I’m queen/king
• f my castle – there’s a lot going on that I

can’t control but inside my home, but I can t t d bill d k cut waste, reduce my bill, and make a positive contribution at home and for my community

• Feel like I’m being responsible – personally

to me (and my family) and to the broader community

• Feel part of the solution – doing my part to

conserve resources and keep costs down

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conserve resources and keep costs down for all

Messaging Hierarchy To Move People To Action

Cut Waste

Wake-Up Call: You’re home is wasting energy in ways you may not even be aware of … or at least not thinking about Call to Action: Reduce your energy use in ways that don’t sacrifice comfort or quality of life … and in fact, improves it Call to Action: Reduce your energy use in ways that don t sacrifice comfort or quality of life … and in fact, improves it

Saves Money Conserves Resources

Me First: The Personal Benefit Lowers my bill Me First: The Personal Benefit Use only what I need Us: The Collective Benefit Keeps costs down for all Us: The Collective Benefit Makes the most of what we have

Increases Comfort of My Home

Making my home more energy efficient will make it more comfortable for

Makes Me Feel Part of the Solution

It’s important for me to do my part to conserve natural resources

Makes Me Feel Responsible

I don’t like throwing money away or robbing from the earth’s resources

Puts Me in Control

I don’t want to be paying for more than I need

Take Next Steps That Are Right For Me

Taking one simple low- cost step can make a difference

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me (and my family) natural resources resources difference

Language and Tone

• Explicitly avoids “niche appeal” – terms like “green” or

“set an example” can turn people off set an example can turn people off

• Helpful - not critical/judgmental/admonishing and definitely

not preachy p y

• Respectful & Reinforcing - recognize audience is

involved, committed and has already done a lot

• Fresh, unexpected - capture the imagination of many who

have “heard it all before” (i.e. few are going to stop, look, listen and act unless message is new, language fresh ) g , g g )

• Incorporate “shared surprise” – acknowledge current

efforts but show consumers there’s more they haven’t been thi ki b t

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thinking about

Social Media Soc a ed a

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Peer Experiences and Personal Benefits Reign

Authenticity is key

P t i i k i “if h d it I

• Peer stories invoke an empowering “if she can do it, I can

do it” response Th t f l t i l i i ti l b t ithi

• The most successful material is aspirational but within

reach Engaging editorial gets passed aro nd

• Engaging editorial gets passed around
• Showcasing rebates, incentives and services that assist

consumers is a natural entry point to engage consumers consumers is a natural entry point to engage consumers

• n social media

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Toolkit Materials

• t

ate a s

(Preliminary)

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Messaging & Creative That Breaks Through

Messaging Strategy

• Hierarchy of communications to grab attention and embody what matters

and motivates and motivates

• Language & tone to touch residents at an emotional level – fresh,

affirming, real. Creative Strategy Creative Strategy

• Stand out while also complementing existing utility brands and

campaigns

• Create a visual and messaging vocabulary that become the cues for EE
• Create a visual and messaging vocabulary that become the cues for EE

in the NW Creative Elements A lif th ll t ti th i

• Amplify the call to action across the region

 Language: headlines, taglines, copy blocks, peer portraits  Visual Cues: ribbons & banners, seals, photos, quote bubbles, layouts

Off fl ibilit t i d t h hil idi ti it th h t th

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• Offer flexibility to mix and match while providing continuity throughout the

NW

A Set of Adaptable Materials for Utilities

Tool Kit Elements Building Blocks

Visual Elements

Print Ads

• Newspapers/

Magazines

Direct Mail



Bill Inserts

Web Elements



Static Banners

Broadcast



Radio Scripts Magazines

• Outdoor/Retail



Email



Post Cards/Flyers



Animated Banners

Creative Concepts

Integrated PR Model (Media & Ruralite)



Stories for Print, Web, Broadcast, Blogs

Online Educational Platform (Website & Social Media)



Shared Content & Resources for Consumers and Trade Allies

p



Media Distribution & Visibility Tools



Content and Outreach Guide



Facebook Fan Pages and Twitter Feed with Continuously Updated Content

Messaging & Style Guide

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Good Place to Be Inspired NW Residents

FEELS GOOD FEELS GOOD “It made me feel good and it makes me want to be in that place” “I can relate to really well because I also love my home... It is good to be here...” MAKES ME WANT TO LEARN MORE “So easy not to notice waste of energy” “Saving money is a good place to be” “It's right to the point and encouraging” “Being ‘part of the solution’ makes one feel good” “Makes me want to learn more … “ “Makes me want to see if there is more I can do” “’Simple low cost steps’ make you want to learn more about reducing energy” “It allows you to be a part of the solution, rather than being part of the problem” “It is aimed towards people who take the environment and their homes seriously, people who want to do the "right" thing and save money at MAKES ME WANT TO DO MORE “I would be checking to see if there was something that I may have missed” “The wording was clear, concise, and actually g g y the same time ... written in friendly manner.” g , , y made me think I can do more.” “Makes me want to see if there is more I can do” “I am going to check it out...it made me realize there are things I can do and should do.” 22

Creative Examples

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Next Steps

• Finalize toolkit elements

Finalize toolkit elements

• Produce elements and develop associated usage

guidance

• Disseminate toolkit in region – communications

strategy under development

• Evaluate – two measures: uptake and impact of

messaging

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Timeline

Messaging Creative & Toolkit Recs. Disseminate & Promote Toolkit Produce Messaging Research Hierarchy Social Media Res. Evaluate Toolkit Finalize Elements &

• Eval. Strat.

Research Sept./ Oct. 2011 2013 tbd Jan. 2012 Feb. June Nov. Aug./ Sept.

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