RENCONTRE 2005 MEETING ENERGY STAR ® Participants Meeting May 12, 2005

2 Overview What is the One-Tonne Challenge? What’s new? Fall Home Campaign Potential Participants Next Steps

3 What is the One-Tonne Challenge? A national social marketing program delivered through a network of partnerships and a national advertising campaign Offers practical tips to individual Canadians and directs them to programs like ENERGY STAR ® Key component of Canada’s climate change plan

4 Appliances Windows and Sliding Glass Doors Heating, Cooling, Ventilation Consumer Electronics and Office Equipment Lighting/Signage EnerGuide for Houses Retrofit Incentive EnerGuide for New Houses New Houses

5 Why One Tonne? Each Canadian is responsible for more than five tonnes of greenhouse gas (GHG) emissions a year. The One-Tonne Challenge calls on individual Canadians to reduce their annual GHG emissions by 20% – or one tonne. One metric tonne = 1,000 kilograms –The volume of one tonne of GHG emissions would fill a two-story, three-bedroom house.

6 What’s new? Advertising campaign from Dec 2004 to March 2005 stimulated interest and awareness – 1.7 M visits to OTC website – 900,000 copies of Guide to Canadians – 42,000 subscribers to e-bulletin – 26,000 calls to – 56,000 Canadians have signed the on-line pledge

7 What’s new? Advertising campaign shows positive results –Leger Research (Marketing Magazine, March) Most noticed and most liked TV ad in Feb –Excellent message recall Unaided recall 27%, exceeds standard of 20% –Highest among university educated, higher income, vehicle/home owners = our target audience Aided recall is 51% (TV) & 24% (print)

8 What’s new? Supplementary advertising at regional level through Climate Change Hubs Proactive media relations activities underway to promote OTC events and partnerships –Media has highlighted OTC in close to 100 articles

9 What’s new? Organizations and businesses keen to be involved –OTC cross-promoted by 190 govt & partner websites Employee on-line awareness toolkit –Over 300 company reps accessing the toolkit –Being promoted through Canadian Industry Program for Energy Conservation (CIPEC), Energy Innovators, Industry Associations, etc.

10 What’s new? 41 community challenges rolling out 31 youth-led projects at community level; youth PSA’s to be aired this year Educators Experts Working Groups and on- line resources

11 Which companies are already on board? Joint Marketing VIA Rail, Automotive Industries Association, Canadian Urban Transit Association, Discount Car & Truck Rental, General Motors, Homeworks Services Inc., Home Depot, –Discussions underway with other national retailers, manufacturers, utilities Employee Awareness Scotiabank, Great West Life Realty, VIA Rail, Hbc, Conglum, Manitoba Hydro, SaskEnergy, BC Hydro, VanCity Credit Union, RBC Home Depot, Petro-Canada, ConocoPhillips, Suncor, Frito Lay, Halsall, … and more

12 Fall Home Campaign Objective: –Encourage Canadians to have an energy efficient lifestyle by: Taking simple actions in and around the home Choosing ENERGY STAR ® qualified and EcoLogo products when making purchases Getting an EnerGuide for Houses evaluation Having the building plans for their new house evaluated for energy efficiency

13 Fall Home Campaign Components: –Proactive media relations Different themes throughout the Fall to sustain media interest –OTC E-bulletin promotion (42K subscribers) –OTC web site promotion (1.7M visits) –OTC community challenges/hubs promotion –Overarching OTC advertising campaign (planned)

14 Potential Participants Switch and Save participants Manufacturers, distributors and retailers of ENERGY STAR ® qualified and EcoLogo products Utilities EnerGuide for Houses delivery agents Banking Institutions

15 Creative Retail Ideas from Home Depot-Oakville,ON

16 Creative Retail Ideas from Home Depot-Oakville, ON

17 Creative Retail Ideas from Home Depot-Oakville, ON

18 Next Steps Working committee week of May 23 –Scope out campaign –Clarify roles and responsibilities –Confirm suite of products and services –Develop media relations plan –Determine tools, materials and incentives Contact us if you’d like to participate

19 For more information contact Nancy Johns Natural Resources Canada