Transcript Marketing activities towards municipalities

SenterNovem marketing
activities towards municipalities
Maartje Op de Coul
Advisor Compass Programme (energy in the built environment)
SenterNovem marketing strategies&instruments
Topics of the presentation:



Marketing strategies & instruments used by
SenterNovem and lessons learnt
Demonstration of a marketing isntrument: the
instrument planner
Participatory session: stakeholder analysis RUSE
partners
2
SenterNovem marketing strategies&instruments
Overview
Role of SenterNovem re energy policy and projects of
municipalities:



Preparation and implementation of subsidy schemes for
Min of Housing
Informing, stimulating and supporting municipalities to
apply
Informing and stimulating municipalities to apply to other
subsidies available to them as well, for example in the field
of transport, renewable energy and European subsidies.
3
SenterNovem marketing strategies&instruments
Overview
Key subsidy schemes past 10 years:

LOREEN



From 1998 onwards
Project based subsidies for local and regional energy projects
BANS




From 2003 onwards
4 yr subsidy for local climate policy
€ 37 million from Min of Housing for 225 municipalities
50% co-financing by municpalities
4
SenterNovem marketing strategies&instruments
LOREEN – aim & problems


Aim LOREEN for (Senter)Novem: all subsidies
available exhausted
Problem: marketing


Novem wasn’t known as a grant providing agency
Formal publication in government paper didn’t attract
many grant applications
5
SenterNovem marketing strategies&instruments
LOREEN – marketing aims
Marketing aims:



Inform the market on availability of subsidy
QUICKLY
Ensure that municipalities feel attracted to
subisidy (SN reputation of complex, innovative
grants)
Communicate simplicity of LOREEN subsidy
scheme
6
SenterNovem marketing strategies&instruments
LOREEN – marketing instruments
Marketing instruments:



Stakeholder analysis (inlcuding obstacles and
expectations)
“shock and awe” campaign (quick and dirty)
Supported by robust helpdesk for the application
process
7
SenterNovem marketing strategies&instruments
LOREEN - results
Results:



Grant exhausted
Enough applications to be able to select only the
good projects
Reputation as a subsidy provider established
8
SenterNovem marketing strategies&instruments
LOREEN – lessons learnt
Lessons learnt:




Stakeholder analysis important
Make sure municpalities feel adressed by
subsidy
Communicate simplicity of subsidy
Separate marketing of subsidy from assessment
of subsidy applications ;-)
9
SenterNovem marketing strategies&instruments
BANS - aims
Aim BANS for SenterNovem:
 as many applications as possible, before the
deadline
 Target: 220 applications
10
SenterNovem marketing strategies&instruments
BANS – marketing strategy
Marketing strategy:





Building on previously established good relations with
municipalities
Using proximity of designers of subsidy scheme
Providing the municipality with instruments that structure
and simplify the application process
Close and individual support in the application process
(everything short of writing)
Lobby
11
SenterNovem marketing strategies&instruments
BANS – marketing instruments
Marketing instruments:

1-on-1 support (obligatory)





In all stages: getting commitment, baseline study,
application writing
Average of 40 hrs support for each municipality
Workshops within mun.
Lobby within political bodies of mun. if needed
Prospect of continuity of SN support in implementation
phase
12
SenterNovem marketing strategies&instruments
BANS – marketing instruments
Marketing instruments:

Practical planning instruments:



Climate menu - choice of themes and corresponding
ambition
Climate scan - obligatory baseline study implemented
by SN
Climate planner – support to move towards actual
project planning
13
SenterNovem marketing strategies&instruments
BANS – results
Results



238 applications submitted and approved
Average appreciation of SN support: 7,5
Mun. state that without SN support the
application process would have been more
difficult and in some cases application would
have been suspended
14
SenterNovem marketing strategies&instruments
BANS – lessons learnt
Lessons learnt – what works:






Chances of success increase with the intensity of support
A good project proposal enhances good project
implementation
Close contact with department that designs the subsidy
scheme
Already existing contacts with mun. important
Obligatory character of climate scan and SN support
High quality of climate policy planning instruments
15
SenterNovem marketing strategies&instruments
BANS – lessons learnt
Lessons learnt – question marks:



“Return of investment”: sometimes a lot of
investment in terms of supporting hours
balanced by a small amount of subsidy
“Ownership”: despite intensive support by SN,
climate policy must be owned by mun.
Exclusively quantative targets don’t work
16
SenterNovem marketing strategies&instruments
Instrument Planner
Another marketing instrument: Instrument Planner



Brief background information
Demonstration of the instrument for RUSE
Brief analysis of result
17
SenterNovem marketing strategies&instruments
Instrument Planner: The framework of Green and Kreuter
Phase3:
choosing the
instruments
Phase 2:
assessment of
determinants
Predisposing
1. Judicial
factors
Phase 1 diagnosing the
relevant behav change
Behaviou
-ral
change
Policy goal:
Environ-
energy
conservation
2. Economical
3.Communative
Enabling
factors
4. Physical
provisions
Reinforcing
factors
ment
18
SenterNovem marketing strategies&instruments
Instrument Planner: Table of Determinants
Main determinants
specific determinant
Predisposing
factors
Awareness
1
Knowledge
1
Social norm
2
Attitude
3
Self-Efficacy
2
External financial resources
1
External technical resources
2
External organizational resources
1
New skills
1
Feedback of peer organizations
3
Feedback of experts
1
Feedback of the authorities
3
Feedback of Customers
1
Enabling factors
Reinforcing factors
Score housing
associations
19
SenterNovem marketing strategies&instruments
Instrument Planner: Instruments Matrix
Feedback of customers
Feedback of authorities
reinforcing
factors
Feedback of peer
organizations
Feedback of experts
enabling factors
External financial
resources
External technical
resources
External organizational
resources
New skills
Self-efficacy
Attitude
Social norms
Knowledge
Policy instruments:
1.1 General Laws and Rules
1.2 Specific permits
1.3 Enforcement
1.4 Covenants and agreements
2.1 Subsidy
2.2 Levy
2.3 Tax differentiation
2.4 Financial constructions
2.5 Emission trading
3.1 Knowledge transfer
3.2 Modeling
3.3 Stimulating communication
3.4 Training
3.5 Coaching
3.6 Personal advice
3.7 Lables
3.8 Demonstration
3.9 Benchmarks
4.1 Infrastructural provisions
4.2 Technical behavioral steering
Awareness
Determinants
predisposing factors
20
SenterNovem marketing strategies&instruments
Stakeholder analysis
Hands-on session: RUSE stakeholder analysis
21