Regional Messaging and Marketing Toolkit g g g g PNUCC Board - PowerPoint PPT Presentation

Regional Messaging and Marketing Toolkit g g g g PNUCC Board Meeting Susan Stratton, Executive Director May 4, 2012 NORTHWEST ENERGY EFFICIENCY ALLIANCE

NEEA’s Unique Value Fills the energy efficiency pipeline, championing innovation driving championing innovation, driving emerging technologies Accelerates market adoption Accelerates market adoption of energy-efficient products, services and practices Leverages regional advantage through shared resources, economies of scale, reduced risk i f l d d i k

Current Initiatives Residential Commercial Efficient Homes Commercial Real Estate Televisions Healthcare Ductless Heat Pumps Building Operator Certification Expansion Industrial Emerging Technology Agriculture – Irrigation Food Processors Existing Building Renewal Small/Medium Industrial Commercial Lighting Solutions Heat Pump Water Heaters High Performance Windows Green Pumps Green Pumps Codes & Standards Solid State Lighting Commercial Codes Industrial Refrigeration Commercial Standards Residential Economizers Residential Standards Residential Test Bed Residential Codes R id ti l C d Partner Services Agriculture Irrigation ConduitNW.org Effi i Efficiency Connections Northwest C ti N th t Other Regional Resources

Overview of Messaging and Toolkit Project  Background  Background  Messaging  Social Media Research  Toolkit Elements  Next Steps 4

Background Regional Marketing Coordinating Council  NEET recommended creation NEET d d ti  26 members representing 11 utilities, BPA, ETO and PNGC ut t es, , O a d GC  Facilitated by NEEA.

What was needed?  RMCC defined the problem: Energ efficienc marketing in the NW lacks a cohesi e message Energy efficiency marketing in the NW lacks a cohesive message that conveys urgency and communicates meaningful customer benefits, leaving customers unclear why they should take action.  And envisioned success:  Region has research-based messaging to execute in a toolkit. R i h h b d i i lki  Toolkit is available and widely used – complete enough for smaller utilities with fewer resources AND adaptable for utilities with significant existing marketing campaigns. i ifi t i ti k ti i  Utilities know how to apply messaging to multiple customer types. 6

Perspective and Goals Build on previous research and knowledge:  Move from an understanding of attitudinal segments to a  Move from an understanding of attitudinal segments to a unified, comprehensive, region-wide messaging approach that changes behavior and habits Work from an understanding of behavioral change:  Connect pre-existing attitudes and values to the challenge C t i ti ttit d d l t th h ll of energy efficiency  Establish community-wide behavioral norms that shape Establish community wide behavioral norms that shape attitudes and habits 7

Project Overview  Conduct research to:  Identify messaging that will move more NW residents move more NW residents to take action  Understand potential role of social media of social media  Develop messaging hierarchy and a messaging guide  Develop toolkit of marketing resources with usage guide  Disseminate toolkit throughout Disseminate toolkit throughout region  Evaluate impact 8

Messaging essag g 9

The Challenge And The Opportunity Moving More Residents to Act 10

Combination Of Motivations For Action While savings tops the list, it alone addresses limited audience Saving 14% Money extremely is the only very likely to act important reason to act reason to act Savings, waste reduction and conservation are critical combination to driving g , g action 40% 40% S Saving i Not N t C Conserving i Money Wasting Energy extremely likely to act 11

Waste Message Persuades More to Act  NW residents hate waste NW residents hate waste  The word “waste” conveys that it can be eliminated without sacrificing comfort or quality of life  Persuasive for everyone – including those who have done a lot and think that they have done it all 12

A Clear Messaging Hierarchy Emerges  Wasteful message provides the needed push  Marries motivation to act (hate waste) with key personal benefits (lowers my bill and conserves resources) bill and conserves resources) Saving Saving Money Lowers my bill Not Wasting Wake up call: wasting energy in ways I may not even Conserving be aware of Resources Resources I don't like using more of the earth’s resources than what’s needed what s needed 13

Benefits Delivered Through The Core Messaging Functional Benefits Emotional Benefits   Cuts waste Feel relieved – can lower my costs and it y won’t be painful (i.e. don’t need to sacrifice  Lowers my bill [table stakes] comfort or quality of life)  Conserves resources  Feel like I’m being smart – there’s more that  Keeps costs down for all p I can do I can do  Feel like I’m taking control – I’m queen/king of my castle – there’s a lot going on that I can’t control but inside my home, but I can cut waste, reduce my bill, and make a t t d bill d k positive contribution at home and for my community  Feel like I’m being responsible – personally to me (and my family) and to the broader community  Feel part of the solution – doing my part to conserve resources and keep costs down conserve resources and keep costs down for all 14

Messaging Hierarchy To Move People To Action Cut Waste Wake-Up Call: You’re home is wasting energy in ways you may not even be aware of … or at least not thinking about Call to Action : Reduce your energy use in ways that don’t sacrifice comfort or quality of life … and in fact, improves it Call to Action : Reduce your energy use in ways that don t sacrifice comfort or quality of life … and in fact, improves it Saves Money Conserves Resources Me First: The Personal Benefit Me First: The Personal Benefit Lowers my bill Use only what I need Us: The Collective Benefit Us: The Collective Benefit Keeps costs down for all Makes the most of what we have Take Next Steps Increases Makes Me Feel Makes Me Feel Puts Me in Control That Are Right Comfort of My Part of the Responsible For Me Home Solution Making my home more I don’t like throwing I don’t want to be Taking one simple low- It’s important for me to money away or robbing energy efficient will make paying for more than I cost step can make a do my part to conserve from the earth’s it more comfortable for need difference difference natural resources natural resources resources resources me (and my family) 15

Language and Tone  Explicitly avoids “niche appeal” – terms like “green” or “set an example” can turn people off set an example can turn people off  Helpful - not critical/judgmental/admonishing and definitely not preachy p y  Respectful & Reinforcing - recognize audience is involved, committed and has already done a lot  Fresh, unexpected - capture the imagination of many who have “heard it all before” (i.e. few are going to stop, look, listen and act unless message is new, language fresh ) g , g g )  Incorporate “shared surprise” – acknowledge current efforts but show consumers there’s more they haven’t been thi ki thinking about b t 16

Social Media ed a Soc a 17

Peer Experiences and Personal Benefits Reign Authenticity is key  Peer stories invoke an empowering “if she can do it, I can P t i i k i “if h d it I do it” response  The most successful material is aspirational but within Th t f l t i l i i ti l b t ithi reach  Engaging editorial gets passed around Engaging editorial gets passed aro nd  Showcasing rebates, incentives and services that assist consumers is a natural entry point to engage consumers consumers is a natural entry point to engage consumers on social media 18

Toolkit Materials ate a s (Preliminary) t oo 19

Messaging & Creative That Breaks Through Messaging Strategy  Hierarchy of communications to grab attention and embody what matters and motivates and motivates  Language & tone to touch residents at an emotional level – fresh, affirming, real. Creative Strategy Creative Strategy  Stand out while also complementing existing utility brands and campaigns  Create a visual and messaging vocabulary that become the cues for EE  Create a visual and messaging vocabulary that become the cues for EE in the NW Creative Elements  Amplify the call to action across the region A lif th ll t ti th i  Language: headlines, taglines, copy blocks, peer portraits  Visual Cues: ribbons & banners, seals, photos, quote bubbles, layouts  Offer flexibility to mix and match while providing continuity throughout the Off fl ibilit t i d t h hil idi ti it th h t th NW 20