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ENERGY STAR®
Participants Meeting
May 12, 2005
RENCONTRE 2005 MEETING
Overview
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What is the One-Tonne Challenge?
What’s new?
Fall Home Campaign
Potential Participants
Next Steps
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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
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 Appliances
 Windows and Sliding Glass Doors
 Heating, Cooling, Ventilation
 Consumer Electronics and
Office Equipment
 EnerGuide for Houses
Retrofit Incentive
 EnerGuide for New Houses
 Lighting/Signage
 New Houses
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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.
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7.5%
2.4%
11.1%
49.9%
29.0%
Personal GHG Emissions
from Energy Use in Canada
Passenger Road Transportation
Space Heating and Cooling
Water Heating
Appliances
Lighting
49.9
29.0
11.1
7.5
2.4
What’s new?
• Advertising campaign from Dec 2004 to
March 2005 stimulated interest and
awareness
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1.7 M visits to OTC website
900,000 copies of Guide to Canadians
42,000 subscribers to e-bulletin
26,000 calls to 1-800
56,000 Canadians have signed the on-line
pledge
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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)
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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
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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.
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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 online resources
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Which companies are already
on board?
• Joint Marketing
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VIA Rail,
Automotive Industries Association,
Canadian Urban Transit Association,
Discount Car & Truck Rental,
General Motors,
Homeworks Services Inc.,
Home Depot,
Conglum,
Manitoba Hydro,
SaskEnergy,
BC Hydro,
VanCity Credit Union,
RBC
– Discussions underway with other national retailers,
manufacturers, utilities
• Employee Awareness
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Scotiabank,
Great West Life Realty,
VIA Rail,
Hbc,
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Home Depot,
Petro-Canada,
ConocoPhillips,
Suncor,
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• Frito Lay,
• Halsall,
• … and more
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
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Fall Home Campaign
• Components:
– Proactive media relations
• Different themes throughout the Fall to sustain
media interest
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OTC E-bulletin promotion (42K subscribers)
OTC web site promotion (1.7M visits)
OTC community challenges/hubs promotion
Overarching OTC advertising campaign
(planned)
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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
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Creative Retail Ideas from
Home Depot-Oakville,ON
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Creative Retail Ideas from
Home Depot-Oakville, ON
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Creative Retail Ideas from
Home Depot-Oakville, ON
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Next Steps
• Working committee week of May 23
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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
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For more information contact
Nancy Johns 613-943-0093
Natural Resources Canada
www.climatechange.gc.ca
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