1. Mobilise Instruments and Materials
Name, Position
Content by

2. Mobilisation
It is easy to recruit champions interested in the field to support you. Other users need to be mobilised and actively participate, as their behaviour and attitude towards energy saving is poor. A growing body of evidence demonstrates between 5 and 20% of energy can be saved through delivering interventions to staff, such as direct feedback, energy audits, community-based initiatives, and combinations thereof.
This guide describes key steps to take to recruit and mobilise users (visitors, staff, building professionals) to contribute to energy saving and achieving target goals.

3. Non-energy financial professionals
Know who your audiences are
Before developing anything, you should first know who your audiences are. This
ensures that the materials you develop are appropriate and that
the messages you want to share are understandable
Audiences can be grouped into categories:
Decision makers: municipal or executive managers
Energy managers: professionals (facility managers), housekeepers or mechanics, FM supervisors, heads of departments
Non-energy financial professionals
Building users: staff and visitors
Decision
makers
Energy managers
Non-energy financial professionals
Building users

4. Know who your audiences are
The first three groups are perhaps easier to engage, since they are paid to take care of the buildings (not necessarily just the energy aspect), but the fourth group’s engagement poses considerable challenges
Staff are generally interested in doing their jobs and (the majority) have little interest in adding “energy saving” to their daily job activities
Visitors are even harder to engage, since they spend a limited amount of time in the buildings
Depending on who these people are, you might need different approaches (different materials, messages, media)

5. Develop a profile of your audience: List them
Know who your audiences are – Profile Development
Develop a profile of your audience:
List them
Learn their preferences and attitudes
Staff
Teachers / Professors
Office workers
Doctors, nurses, medical staff
...
Sports instructors
Theatre staff
Clerks (museum, library)
Visitors
Pupils
Students
Hospital patients
Parents (kindergartens, crèche)
Citizens (museums, libraries)
...

6. Plan appropriate materials and instruments to engage your audiences
Understand the full range of available types of materials and instruments to engage your audiences
Only when you have a full list can you start deciding which audience would be interested in which type of material/instrument

7. A list of means many of which on offer by EDI-Net
Measures / Materials
Banners
Workshops
Magazines
Events
Articles
Dedicated hotline
Quizzes
Video / TV announcement
Self-assessment
Games
Presentations
Common room
Web portal
Forum
...
Incentives
Focus groups
User meetings
Tutorials
Chat/ service
Letters
Lottery
Champions
Coaching
Direct contact
Survey
Intranet communication
Designated contact person
Facebook
Youtube
...

8. Match materials and instruments to audiences
Some materials work better and through specific channels. Children get easily bored and need good visual stimulae to be engaged. Depending on the audiences, you should pick materials and tailor them to the audiences
You can use the media richness theory to help you understand what effective communication channels to use when matching materials to audiences
Audiences
Materials,
instruments
Media Richness Theory

9. Re-use existing materials from the EDI-Net repository
Develop new and re-use existing materials
Re-use existing materials from the EDI-Net repository
Develop own materials, use friendly formats to allow re-usability
Share your materials with the EDI-Net team to enrich the repository
Consider using quizzes to keep the momentum of your mobilisation campaign. EDI-Net offers a series of quizzes related to energy saving (electricity, heating, water) that aim at helping users become more energy conscious and replicate behaviours in public buildings but also at home and in their lifestyle.
Make sure to provide the EDI-Net manual to users

10. Is the message involving, important, relevant to the receiver?
Develop tailored messages to catch attention
In order for a message to be a success, it needs to satisfy certain requirements. Helping questions include:
Is the message involving, important, relevant to the receiver?
Is the information useful for busy people?
Is it professionally / convincingly delivered?
Is the source credible / trustworthy?’
All messages should tick the boxes of being relevant, interesting, credible, clear, convincing, and come from a trusted source

11. What or who who is the face of the campaign?
Align your work to provide consistency and branding
What or who who is the face of the campaign?
How are the services and/or products branded – under EDI-Net, under the municipality programme or campaign, under national initiatives that have more authority and respect among people?
Who has already won people’s trust and can be used to endorse the EDI-Net services?
Make use of on-going campaigns and use their materials which are often provided for free

12. Use top-down, bottom-up approaches, or a mix of both
Consider the relevance of the organisational structure
Consider the influence of the organisational structure of your institution
Use top-down, bottom-up approaches, or a mix of both
For example, a top-down approach is where the top management’s authority (city mayor, department executives) is undisputed and actively involved in the campaign

13. Apply the strategy and enable users through the identified means
Analyse and improve
Apply the strategy and enable users through the identified means
Make use of champions: individuals who serve as role models to others and influence them through their actions and opinions. These ‘social hubs’ that have great potential in raising awareness and recruiting new users

14. Analyse the impact of your approach against the targets
Roll-out to users
Not every message might work and not every material or channel may be successful in reaching your target audience
Set targets for your work (e.g. pre-defined from the project or own targets)
Analyse the impact of your approach against the targets
Adjust your approach (e.g. discontinue certain materials and/or channels, try with new ones)

15. Share your experience and provide lessons learnt based your campaign
Record lessons learnt and share insights
Share your experience and provide lessons learnt based your campaign
Share your results in the EDI-Net forum and directly with the EDI-Net staff, so that the EDI-Net materials and guiding documents can be improved