In the latest in MEEA's Marketing Energy Efficiency webinar series, Drew McCartt, Senior Vice-President at Event Marketing Strategies talks about how face-to-face marketing through events is impacting the growth of energy efficiency in the Midwest. Experiential marketing, utilizing interactive and mobile staffed displays, combined with traditional marketing, is helping utility companies educate consumers and market their lighting, appliance recycling, and enrollment programs. Kevin Duffy with ICF International discusses the impact and marketing strategies used for We Energies’ community-based education and outreach program, “Way to Save, Burlington!” The pilot is designed to engage all segments of the community by encouraging behavioral changes and connecting customers to existing programs and incentives.

1. Marketing Energy Efficiency:
Experiential Marketing and Building an
Efficiency Conscience Community
MEEA Marketing Energy Efficiency Webinar
March 7, 2012
Presenting:
Drew Navolio – MEEA
Drew McCartt – Event Marketing Strategies
Kevin Duffy – ICF International

2. MEEA’s Mission
MEEA is a collaborative
network advancing
energy efficiency in the
Midwest to support
sustainable economic
development and
environmental
preservation.

3. Our Members Are…
Diverse stakeholders in energy efficiency
• Academic/Research Organizations
• Manufacturers/Retailers
• State and Local Governments
• Utilities (IOUs/Munis/Co-ops)
• Energy Service Firms/Consultants
• Nonprofit & Advocacy Organizations
• General Interest/Professionals
MEEA has more than 145 members

4. 2012 Annual Meeting of
Membership
June 12th and 13th
Tuesday, June 12th – Member Reception at MEEA Office
Civic Opera Building, 20 North Wacker Drive, Suite 1301, Chicago, IL
Wednesday, June 13th – 2012 MEEA Annual Meeting
Hyatt Regency Chicago, 151 East Wacker Drive, Chicago, IL
Registration, Hotel Information, and Agenda Available Soon

5. MEEA Policy Webinar: National Study on Cost
Effective Energy Savings of Appliance
Standards
Thursday March 29, 2012 from 1-2:15pm CDT
• The webinar will outline the soon to be released report on appliance
standards by ASAP and ACEEE.
• The report reviews 34 products, and the webinar will focus on three
areas: products appropriate for state standards, products where
state support is requested at the federal level, and products
currently covered by utility programs.
• There will be a regional look at the current and potential cost
effective savings from appliance standards, as well as an in-depth
look at specific natural gas-fired products that are relevant to
the Midwest: clothes washers, boilers, and furnaces.
• To register email jcollingsworth@mwalliance.org
or call (312)784-7247

6. EXPERIENTIAL MARKETING &
ENERGY EFFICIENCY
Drew McCartt, Senior Vice President
#EEmktg

7. PRESENTATION OVERVIEW
• Defining Experiential Marketing
• Agency Overview
• Exploring Experiential Approaches
• Events: Tools for reaching your audience
• Experiential Marketing for Energy Efficiency
• Case studies
• Q&A

8. DEFINING EXPERIENTIAL / EVENT MARKETING
• Face-to-face and brands-in-hands
• Live experience with a brand
• Event and staff driven
• Target audiences
• Interactive in nature
• Pre, during and post event
• Integrating ROI strategies

9. WHY EXPERIENTIAL MARKETING?
What we know…
• This strategy has been outpacing growth of
traditional marketing
• Vast majority of Fortune 500 companies
using it
• Allows true brand development and
exposure, including demos/sampling
• More and more tactics integrated now to
drive ROI

10. AGENCY OVERVIEW: EMS
• 31 years in the industry
• Total turn-key and full service agency
• Representing brands from multiple industries
• Specializing in outreach education and messaging
• In-house field staffing team
• Serving the utility industry for 12 years
• Proud MEEA Member
• Columbus, Ohio based – serving nationwide
Since 1981

11. EXPLORING EXPERIENTIAL APPROACHES
• Integrated sponsorship programs
• Booth displays
• Mobile marketing vehicles
• Street teams

12. EVENTS: TOOLS FOR REACHING YOUR AUDIENCE
A. Established events and venues – important factors
• Demographics and geography
• Reputation
• Attendance
• Space/amenities offered
• Time of year
• Cost
B. Stand alone ‘events’ at select venues

13. ENERGY EFFICIENCY EDUCATION AND MARKETING
A perfect match…..
Complex subject simple and meaningful
• Face-to-face impact – Dialogue and Q&A
• Engaging interactives
• Powerful graphics
• Message reinforcement/collateral
• Captive audience

14. ENERGY EFFICIENCY EDUCATION AND MARKETING
Activation and follow-up
• Data capture
• Program enrollment
• Surveys and inquiry follow-up

15. CASE STUDY
2009 to present
Goals:
• EE outreach education
• Smart grid awareness
• New consumer programs

16. CASE STUDY
2009 to present
Planned Strategies:
• Interactive, staffed traveling display
• Colorful graphics and elements
• Flexible footprint and components
• Targeted events
• Program enrollment

17. CASE STUDY
Experience Components:
• CFL Lighting
• Exploring your Home for Energy Savings
• Energy Tips for Everyone
• Refrigerator/Freezer recycling
• “Hole in Your Home”
• Energy Star
• Intro: AEP Ohio gridSMART program
• Energy Safari

18. CASE STUDY
Results to date – July 2009 to March 2012:
• 51 events
• 73,000 consumers
• Avg. of 10+ minutes audience
capture time

19. CASE STUDY
2010 to present
Goals:
• Smart grid awareness and education
• Optimize consumer use
• Program introduction/enrollment

20. CASE STUDY
2010 to present
Planned Strategies:
• Interactive, staffed mobile display
• Colorful graphics and elements
• Flexible components
• “Green” elements
• Quick set-up/tear down
• Targeted events/venues
• Program enrollment

21. CASE STUDY
Experience Components:
• Multi-media intro show
• Smart Meter comparison
• Home Energy Reports/Web Portal
• Smart programs/devices for your home
• gridSMART Beyond Your Home
• OutSmart Quiz
• Renewable integration: solar & wind

22. CASE STUDY
Results to date – May 2010 to March 2012:
• 43 events/venues
• 27,000 consumers
• Avg. of nearly 10 min audience capture time
• Phase 2 transition – program enrollment

23. Drew McCartt, Senior Vice President
Event Marketing Strategies
dmccartt@eventmarketingstrategies.com
www.eventmarketingstrategies.com
@eventmktgstratg

24. Way to Save, Burlington!
Fueling Energy Efficiency in Wisconsin with
Community-Based Marketing
Kevin Duffy – ICF International
March 7, 2012
icfi.com | 1

25. Overview
• Way to Save, Burlington!
• Energy Ambassador
• Energy Task Force
• Community Challenge
• Efforts and Activities
– Day-to-day
– Integration/Networking
– Media and Communication
– Home Makeover Contest
– School Energy Competition
– Web strategy
icfi.com | 2

26. Way to Save, Burlington!
• Community-based approach to marketing
energy efficiency programs and behavioral
changes
– Applying aggressive marketing as well as
other concepts and techniques, to achieve
energy saving goals
• Community campaign and branded theme
• No new measures are offered and existing
rebate levels are not enhanced
• Connects customers to existing programs,
incentives, information and tax credits offered
by Focus on Energy, We Energies and the
Federal government
• Encourages behavioral changes through a
pledging process
icfi.com | 3

27. Way to Save, Burlington!
• Burlington, WI
icfi.com | 4

28. Way to Save, Burlington!
• Representative of many towns in We Energies’ service area:
 Population between 10,000 and 15,000
 Typical energy use profiles
 Strong industry presence
 Not target of similar efforts by Focus on Energy
• Outside of major metropolitan areas
• Community pride and spirit
• Burlington is large enough to support effort, yet small enough
to measure impact
icfi.com | 5

29. Energy Ambassador
• Intensifies Burlington’s
participation in energy
efficiency initiatives; achieves
energy efficiency goals by
serving as catalyst
• Connects residents,
businesses, institutions with
existing energy efficiency
programs, and information
surrounding behavioral
changes
icfi.com | 6

30. Energy Ambassador
• Integrates into the community:
– The city of Burlington
– Public and private schools
– Commercial and industrial
sectors
– Trade allies/Contractors
– Retailers
– Residents
– The Chamber of Commerce
– Economic Development
Corporation
– Local Organizations
– Religious institutions
– Multi-family building owners
– Healthcare/Hospitals
icfi.com | 7

31. Energy Task Force
• Advisory role representing a variety of community interests
• Promote the program
• Help plan the Community Challenge and set energy savings goals
• Help develop community specific marketing plans
• Review benchmarks and progress
• Identify energy efficiency projects
• Hold regular meetings
• Subcommittees (schools, nonprofits)
icfi.com | 8

32. Community Challenge
• Two Community Challenge Goals
– 1 percent, annual reduction in
energy use
• Equivalent to 4,230 MWh or 525
homes/250 businesses
– Pledge/behavioral goal – 1,500
pledges
icfi.com | 9

33. Efforts and Activities – Day-to-day
• Prompt/Call-to-action
– Take the pledge
• Stakeholder communication
• Inquiries from community
members
• Local promotional events
• Scheduling Energy Assessments
– C & I, Multi-family
– Commercial Energy Blitzes
icfi.com | 10

34. Efforts and Activities – Integration/Networking
• Speaking opportunities at local organizations
– Chamber of Commerce, Rotary, Lions, Kiwanis, Jaycees, Women’s
Business Club, Local Sierra Club Chapter
• Working with teachers and student groups
• Attendance to local events
• Partnering with the Racine County Economic Development
Corporation and Chamber of Commerce
• Organizing corporate Energy Teams
• Workshops
• Participation in Environmental, Safety and Health Fairs
• Coordination with proper We Energies and Focus on Energy
contacts
– Key Account Managers, Corporate Communications, Customer Service,
Trade Ally Liaisons, Energy Advisors, Energy Engineers
icfi.com | 11

35. Efforts and Activities – Media and Communications
• Local media
– Standard Press
Newspaper
– WBSD radio
– Hi-Liter Shopping
Guide
• Constant Contact
• Quarterly flyer inserts
with City’s newsletter
• Email blasts
• Direct mailers,
outreach
icfi.com | 12

36. Efforts and Activities – Home Makeover Contest
• Home Energy Makeover Contest
• Educate Burlington residents about
energy efficiency at home and
Home Performance with ENERGY
STAR
• Marketing campaign
• Publicity in local media outlets
• Sponsorships
• 8 finalists were chosen to create
videos
• Over 1,900 votes were cast
icfi.com | 13

37. Efforts and Activities – School Energy Competition
• School Energy Competition
• Encouraging students to become their
home’s energy manager by sitting down
with parents and taking the Way to Save
pledge
• School that garners the most pledges
wins
• One lucky student wins an iPad
icfi.com | 14

38. Efforts and Activities - Web
• Web 2.0 Strategy
• waytosaveburlington.com
– Information and news
– Pledging
– Twitter feed
• facebook.com/waytosaveburlington
• twitter.com/wtsburlington
icfi.com | 15

39. Thank you!
Kevin Duffy
Energy Ambassador
ICF International
262.721.7540
kduffy@icfi.com
icfi.com | 16

40. Contact Information
Drew Navolio – MEEA
anavolio@mwalliance.org
Drew McCartt – Event Marketing Strategies
dmccartt@eventmarketingstrategies.net
Kevin Duffy – ICF International
kduffy@waytosaveburlington.com