1. Cutting Your Carbon Effective Energy Efficiency Campaigns Jon McGowan April 11 th 2006

2. Contents  Introduction  Energy Saving Trust – What We Do  Plan  Execute  Monitor  Evaluate  Checklist and Summary

3. Energy Saving Trust – What We Do Policy Consultation We provide independent evidence-based policy analysis; Dti consultation on micro-generation We provide independent evidence-based policy analysis; Dti consultation on micro-generation Programme Design and Implementation We develop and manage programmes on behalf of UK Government; EEACs, Save Your 20% We develop and manage programmes on behalf of UK Government; EEACs, Save Your 20% Information, Accreditation and Evaluation We provide accurate, independently verified information across range of products and services; Energy Saving Recommended We provide accurate, independently verified information across range of products and services; Energy Saving Recommended

4. Energy Saving Trust

5. Advice InformationSignposting SolutionsGrants/Offers

6. Start point for any successful Campaign is the planning framework EXECUTE MONITOREVALUATE PLAN

7. Cutting Your Carbon – Minimising Risk, Maximising Benefit Plan Campaign ObjectivesCampaign Objectives Activity ReviewActivity Review Data and Information ReviewData and Information Review

8. Planning - What are Campaign Objectives and those of your funders - stakeholders? Awareness ?Awareness ? –Education / Information –Programme for change Action ?Action ? –Contact / Feedback –Carbon Savings Behaviour ?Behaviour ? –Introduce new behaviour –Change existing SMART (Specific, Measurable, Achievable, Realistic and Timed)SMART (Specific, Measurable, Achievable, Realistic and Timed)

9. Planning – Conduct a top line Activity Review to establish current status Target GroupTarget Group –Segments (Fuel Poor) and sub segments (vulnerable) Desired Behaviour / Attitude ChangeDesired Behaviour / Attitude Change –Campaign role in determining these Key InsightsKey Insights –What insights do we have to drive strategy Consumer PropositionConsumer Proposition –What motivates the audience Responsible LivingResponsible Living Money SavingsMoney Savings

10. Planning - Summarise findings from activity review ActivityPlannedActivityDeliveredActivity Results / Learnings Adverts Promotions Press Relations Direct Mail Template 1

11. Data and Information Review What gaps has activity review revealed?What gaps has activity review revealed? What desk research do you have?What desk research do you have? What Research do your partners have?What Research do your partners have? Can you draw any conclusions/insights?Can you draw any conclusions/insights? Do you need more information on…Do you need more information on… –Awareness –Attitudes –Behaviour –Action

12. Cutting Your Carbon – Minimising Risk, Maximising Benefit Execute Strategy – Plan of ActionStrategy – Plan of Action Campaign BriefingCampaign Briefing Resources and ResponsibilitiesResources and Responsibilities Save Your 20% campaignSave Your 20% campaign

13. Campaign Strategy – Basic Plan of Action Overall Strategic Goal Consumer Goals Key Activities Template 2

14. Campaign Strategy – Basic Plan of Action Clear Overall Strategic GoalsClear Overall Strategic Goals –What are the Key Performance Indicators? –How are we positioned alongside other players? Clear Campaign GoalsClear Campaign Goals –Who are Target (priority) Groups? –What are we Offering – Rational/Emotional benefits? –What do we want audience to do? Clear ActivitiesClear Activities –What mix can we use, Ads, PR, Promotion, DM –How do we reach groups? –How often do we need contact? –What are expected results, what are costs?

15. Campaign Briefing  Clear briefing = More Effective campaign  Can all activity be integrated into 1 brief?  Promotions  Press Relations  Direct Mail  Will you be using an Internal comms team?  Will you be using an External agency?  Can you piggyback on other partner’s campaigns?

16. Defining the Campaign shape helps the team/agency maximise opportunities Advertising TV, Magazines, Press Online Comms Banner Ads, Partnerships Press Relations Local / National Event Marketing Exhibitions, Fairs, Sponsorships

17. Campaign Resources and Responsibilities  What is your budget? How will you split it?  Who is doing the work?  What are campaign milestones? ActivityResponsibleDeliverableBy When Adverts Promotions Public Relations Status Template 3

18. Energy Saving Trust - Save Your 20% Campaign objectives To target and achieve a total of 1.5m consumer contacts and 500k actionsTo target and achieve a total of 1.5m consumer contacts and 500k actions Save 1.2m tC as a result of all activitySave 1.2m tC as a result of all activity Incorporate Save Your 20% into all activityIncorporate Save Your 20% into all activity Focus all activity at 4 Priority segmentsFocus all activity at 4 Priority segments Run 1 Consumer and Trade activity per quarterRun 1 Consumer and Trade activity per quarter Increase awareness of Energy Saving Trust and Recommended logoIncrease awareness of Energy Saving Trust and Recommended logo

19. Save Your 20% - Breaking down the objectives 1.5m Contacts 1.2m tC Saved Energy Saving Trust Direct Contact Sustainable Energy Network Energy Efficiency Advice Network 500k Contacts 261k Contacts 308k tC Saved 794k Contacts 894k tC Saved Advice Action Advice Action Advice Action Template 4

20. Energy Saving Trust - 4 Priority Segments - 34% of UK population Segments with highest potential CO2 savings £££

21. Energy Saving Trust – What do we know about the 4 Priority Segments?

22. Hidden Value GuideEnergy Saving RecInsulationHeating Baseline activity ES wee k Energy Saving Trust - Save Your 20% Quarterly Plan Q1Q2Q3Q4 Apr 06Mar 07

23. Save Your 20% - TV Advert

24. Save Your 20% - Press Ads

25. Save Your 20% - Website

26. Save Your 20% - Local Support - posters

27. Cutting Your Carbon – Minimising Risk, Maximising Benefit Monitor Campaign and the Customer JourneyCampaign and the Customer Journey Campaign TrackingCampaign Tracking

28. Advice Centres Helpline Database / FAQ Web pages Email Segmentation model Tools to Manage Journeys and monitor progress ]

29. Unprompted: Have you seen or heard advertising for Save Your 20% during the past month? Prompted: Do you remember having seen this advert? Campaign Tracking provides snapshot of how many people have seen message

30. Base - 2100 Campaign Tracking helps to show who and how audience are getting the message

31. As a result of seeing the advertising, will you do any of the following in the next 6 months to save energy? Campaign feedback from tracking study

32. Cutting Your Carbon – Minimising Risk, Maximising Benefit Evaluate Save Your 20% campaign ResultsSave Your 20% campaign Results –Coverage –Awareness –Web Visits –Calls to Centres

33. Save Your 20% - Total coverage for 05/06 PR:489 pieces of coverage TV:Reached 36 million adults Press:Reached 38 million adults Online:Reached 31 million people

34. Energy Saving Trust and Recommended logo awareness

35. Campaign Results – Energy Saving Trust Website - Total visitors

36. Campaign Results – Energy Saving Trust Energy Efficiency Advice Centre – Calls

37. Campaign Checklist Partners / stakeholders consultedPartners / stakeholders consulted Target audience clearTarget audience clear Message / Call to ActionMessage / Call to Action Milestones agreedMilestones agreed Agency / team briefedAgency / team briefed Resource allocatedResource allocated Measurements agreedMeasurements agreed

38. Summary – Maximising Benefit, Minimising Risk Key learnings from previous activityKey learnings from previous activity Planning FrameworkPlanning Framework Strategy and Plan of ActionStrategy and Plan of Action Clear Campaign ObjectivesClear Campaign Objectives Clear message – call to actionClear message – call to action Integrated activityIntegrated activity

39. Thank You And don’t forget to…