U'S' Environmental Protection Agency ENERGY STAR UPDATE 20012002

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• U.S. Environmental Protection Agency ENERGY STAR
  UPDATE 2001-2002

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Outline

• ENERGY STAR Success
• Public Service Announcement Campaign
• National Promotions
• Power Management Campaign
• Evaluation Activities
• Logo Use Monitoring
• Product Specifications

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ENERGY STAR Success

• Widespread and growing participation
• More than 1,100 manufacturer partners
• More than 13,000 product models carry the ENERGY
  STAR label
• 300 utility and state administrator partners
  promote ENERGY STAR, covering nearly 60 of
  households in the U.S.
• Over 800 retail partners representing more than
  15,500 storefronts in the U.S. and Puerto Rico

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ENERGY STAR Success

• Significant improvements in the design and energy
  efficiency of products
• Savings
• 50 billion in energy costs
• Prevented more than 150 million metric tons of
  carbon dioxide pollution
• To date, U.S. consumers have purchased more than
  750 million ENERGY STAR labeled products.

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Consumer Awareness

• 40 of consumers nationwide recognize the ENERGY
  STAR label.
• In areas with active utility/state programs,
  recognition exceeds 50.
• Most ENERGY STAR purchasers would recommend
  ENERGY STAR to a friend.
• Goal 60 awareness by 2005.

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• Public Service Announcement (PSA) Campaign Update

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Public Service Campaign Update

• Distributed to 150 top TV markets, 50 top daily
  newspapers, 1000 magazines, 35 national radio
  networks (Jan 02)
• 3 million in equivalent ad value in 4 months
  (TV, radio, print)
• Performing 75 better than the average government
  PSA
• 2/3 of TV spots used are 60 second 2/3 also
  airing during best day parts

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PSA Campaign- TV Spot
Copy If just one room in every home is
brightened by lighting thats earned the Energy
Star, the change would reduce greenhouse gas
emissions by 1 trillion pounds.
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PSA Campaign - Print
Copy Some washers clean more than just
clothes. Some lights brighten more than just a
room.
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PSA Campaign - Partner Leveraging
Intel ad (ran in Wall Street Journal, USA Today,
InfoWeek, PC Week)
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• National Promotions
• Leveraging the Change Campaign

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Change a Light, Change the World

• Fall lighting promotion for retailers,
  manufacturers, and regional program partners
• Covers residential lighting fixtures, bulbs, and
  ceiling fans
• Built around consistent messages
• Call to action Start changing your world.
  Replace your next light with an ENERGY STAR.
• Environmental Fact 'If just one room in every
  home used ENERGY STAR lighting, the change would
  keep 1 trillion pounds of greenhouse gases out of
  our air.'

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Change a Light, Change the World
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Change a Light, Change the World

• 2001 Highlights
• Increased sales One CFL manufacturers reported a
  300 increase in sales (over the same time last
  year)
• High participation/high satisfaction
• 100 utilities/states, more than 20 retail chains,
  25 fixture and CFL manufacturers partners
  participated
• Significant reach
• TV 11 million impressions
• Partner print ads 9 million people in 12 states
• Radio 600 broadcasts reaching 4.9 million
  listeners

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Cool Change

• Spring cooling promotion for retailers,
  utilities, manufacturers, contractors, and
  distributors
• Central AC and heat pumps, room AC, ceiling fans,
  dehumidifiers, programmable thermostats
• Elements of the promotion
• Unified Call-to-action
• ENERGY STAR cooling consumer education guide
• Marketing templates on CD
• Web landing pages
• HVAC Contractor tools
• ENERGY STAR Media activities
• Media toolkit and support for participating
  partners

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Cool Change
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ENERGY STAR for the Holidays

• Call to Action - Give the gift that gives a
  cleaner environment.
• Elements
• Electronic shopping guide
• Box inserts
• Enhanced in-store visibility
• Media and PR
• Product focus TVs, VCRs, DVD players, CD
  players, stereos, telephone products

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• Monitor Power Management Campaign

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Power management

• 54 million office computers and monitors use 1
  of U.S. electricity
• More than half is wasted 60 left on at night
  45 of monitors not power managed
• Under power management, monitor power use drops
  from 60-90 watts to 2-10 watts.
• A 1,000-monitor office could save 200,000 kWh by
  enabling power management.
• Turning off computers at night can double the
  savings
• www.energystar.gov/powermanagement

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Power Management Campaign

• Campaign Elements
• Demonstrate the virtues of monitor power
  management to end users and organizations
• Provide software tools to ease power management
  implementation
• Publicize successful efforts through a PR campaign

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Power Management Results

• Total of 370,500 computers addressed
• 29,900 through 22 organizations that have
  completed monitor power management enabling
• 45,850 through 15 organizations that have
  partially completed monitor power management
  enabling
• 294,760 through Website software downloads and
  site visits

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• Evaluation Activities
• Retail Store Level Assessment
• Product Testing
• Data Gathering

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Retail Store Level Assessment - Goals

• Mystery Shopping
• Assess salesperson knowledge of Energy Star and
  extent messaging is used in sales process
• Point-of-Sale/Point-of-Purchase Check
• Check visibility/presence of Energy Star in-store
  displays by department
• Shelf/label inventory
• Track availability/visibility of Energy Star
  qualified and labeled products in stores

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RSL Basics

• First round (fall 2001)
• 5 national retailers
• 7 cities
• 7 products
• Future plans
• 3 rounds per year
• some variation in products/retailers
• lighting showrooms/local appliance dealers
  included on a limited basis

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Findings Mystery Shopping

• Assessment based on
• Did they know what Energy Star is?
• Did they introduce Energy Star without prompting?
• Did they explain Energy Star correctly?
• Average score 40 on 100-point scale
• highest scores in appliance departments
• lowest scores in home electronics departments

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Findings POP Check

• 70 of appliance departments display Energy Star
  POP
• much less prevalent in lighting departments
• nonexistent in electronics departments
• generally more prevalent in areas with active
  regional programs

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Findings Product Inventory

• Shelf area devoted to Energy Star bulbs ranged
  from 10-30 (highest in CA)
• Inventories
• Energy Star qualified light fixtures 1-10
• Energy Star qualified appliances 18 for clothes
  washers, 30 for dishwashers, between 20 and 50
  for refrigerators
• Energy Star qualified TVs 30

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Findings Labeling

• More than 86 of qualifying appliance products
  are labeled
• About 70 of lighting products are labeled
• Appliances rarely mislabeled some potential
  mislabeling of lighting products
• TVs
• less frequently labeled
• major gaps in qualifying product lists

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Product Testing

• Manufacturers test and self certify products
• EPA reserves the right to test any product
  submitted
• Protect brand and partner investment in program
• Verify manufacturers results
• Formal testing process
• Focus on product that contribute most to
  pollution prevention
• computers, monitors, TVs
• other products later
• some ad-hoc testing

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Product Testing

• Third Party Lab(s) will purchase product, do
  testing, and report results
• 10 labs contacted, 1 or 2 will be picked
• Lab chosen based on cost, reputation, quality,
  variety of services offered, and nationwide reach
• Products to be tested
• Best sellers as determined by market research
  firms
• Individual units tested will vary by geography
• Units purchased via retail and on the Internet
• Not intended to be a statistically significant
  sample

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Product Testing

• EPA will review results
• For failed products, EPA will work with
  manufacturer to determine and agree upon an
  appropriate course of action
• Onus is on the manufacturer to prove to EPA that
  their product meets specifications
• Results will be kept confidential

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Product Testing

• Update on PEARL - project implemented by the
  Lighting Research Center for check testing CFLs
  and residential light fixtures
• 3 rounds completed
• 60 products tested 3 samples of each 180 total
  products
• Results
• 20 manufacturers contacted by EPA and DOE
  regarding compliance
• One manufacturer removed from program
• 15 products de-listed

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Data Gathering

• To document impact of ENERGY STAR on product
  design and sales and to feed into evaluation of
  programs market penetration impact
• Data from manufacturers to fulfill Partnership
  requirements
• Qualifying product information feeds into
  database and website gives a more robust account
  of performance characteristics
• Sales data on Energy Star labeled products
• Data from market research firms through purchased
  reports or commissioned studies
• Concentrating first on office equipment, consumer
  electronics, and heating and cooling equipment

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• Logo Use Monitoring

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Logo Use Monitoring

• We track logo and name use in
• Advertisements (monthly)
• Editorial coverage (monthly)
• Web use including domain names (quarterly)
• We look at
• Numbers of companies using logo/name
• Numbers of advertisements containing logo/name
• Major and minor violations
• Repeat violators

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Logo Use Violations

• Minor Violations
• Improper/incorrect use of logo
• Use of out-of-date logo
• Use of name in other than small caps or failure
  to display
• Use of logo in a company name, product name,
  service name, domain name, web site title, etc.

• Major violations
• Alteration of logo or its use in another logo
  design
• Use of logo to imply endorsement
• Unauthorized use of logo
• Use of logo in association with unqualified
  products
• Use of logo to disparage ENERGY STAR, EPA, DOE,
  or other government body

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March 2002 Violations

• Out of 690 companies advertising with ENERGY
  STAR
• 7 partners with minor violations
• 82 non-partners with minor violations
• 0 partners with major violations
• 2 non-partners with major violations
• 10 repeat violations

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Logo Use Monitoring
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Logo Use Monitoring
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Logo Use Monitoring - Trends

• Logo use and editorial coverage have increased
  compared to last year
• Most big partners are getting it right
• Problem areas
• Window manufacturers are most common repeat
  offenders
• Unauthorized logo use (by non-partners)
• HVAC contractors
• Improper use of the logo in advertisements (not
  placed next to qualified product)

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Product Specifications

• New product specs finished in 2001/02
• Ceiling fans
• Ventilation fans
• Telephony
• Commercial solid door refrigerators and freezers
• Light commercial HVAC

• Specs under revision in 2001/02
• Residential HVAC
• TV/VCR
• Monitors
• New product specs being explored in 2002
• Vending machines
• Food service equipment
• Air purifiers