Energy Conservation Campaign with Ad Council

1
Campaign for Energy Efficiency andConservation
Alaska Colorado Ohio Kentucky Louisiana
Minnesota Texas Missouri North
Dakota Utah Virginia Wyoming Pennsylvania
2
Historic Ad Council Campaigns

• Give a Hoot, Dont Pollute
• Smokey Bear
• A Mind is A Terrible Thing To Waste
• Friends Dont Let Friends Drive Drunk
• Vince Larry, Crash Test Dummies

3
EARLY AD COUNCIL CAMPAIGN
4

• Earliest
• know
• energy efficiency campaign

5
Ad Council Mission

• To identify a select number of significant public
  issues and stimulate action on those issues
  through communications programs that make a
  measurable difference in our society.

6
How it works.

• Public Service Advertising (donated/unpaid
  advertising time not guaranteed)
• National scope
• 3-year campaign
• Only 40 campaigns/yr chosen

7
Campaign Facts

• Typical Ad Council campaigns get 32 million
  worth of donated advertising time
• TV 24
• Internet 16
• Radio 50
• Print, Out-of-Home, and Other 10
• In 1999 and 2000 - over 1 billion was donated to
  PSA time and space

8
How it works

• Ad Council and ad agency develop campaign
• Leading corporate marketing executives lend time
  and expertise
• The nations top advertising agencies work
  pro-bono
• We pay production/research costs 1,000,000/yr

9
Our Ad Agency Tracy Locke Partnership

• Tracy Lockes Experience
• 20 years of TV, radio, print and outdoor
  national promotions for Pepsi
• 5 years experience with Pizza Hut
• Positioned, named Tostitos for Frito-Lay
• Miller beer advertising
• Hasbro boy products (G.I. Joe, Transformers,
  more)

10
Our Campaign Facts

• Targeting children (ages 8-13) in years 1 and 3
• Targeting parents in year 2

11
What will our message be?

• Too early to know, but it will be a general
  message promoting energy efficiency and
  conservation
• Were in planning stage now, message development
  is next

12
Message will be very general - Intent is to
raise awareness

• EXAMPLES of General Messages

Only you can prevent wild fires
(1944-present) Take a Bite Out of
Crime (1978-present)
People Start Pollution, People Can Stop
It (1953-1983) (These historic campaigns are
famous because theyve run for many years.
Support awareness increase over time.)
13
Energy Efficiency and Conservation Campaign

• Macro message promoting
• Energy Efficiency
• Energy Conservation
• To children families

14
Research Stage

• Focus groups on kids about attitudes around
  energy / energy efficiency
• 6 focus groups (3 in Kansas City, 3 in Dallas)
  September 23-25
• Results October 2

15
Next steps

1. Creative concept / Message development
2. Focus group testing of message
3. If acceptable, move into production phase
4. Scheduled to launch April / May 2003

16
Why you should be involved

• National campaign all states affected
• Once awareness is raised, follow-up important
• State offices can take advantage of raised
  awareness and promote own programs with greater
  success
• Working through schools, kids will bring message
  home to reach adults
• You can help deliver messages nation-wide

17
13 State Partners So Far
Total 147,500
18
The Partners

• State Energy offices 147,500
• U.S. DOE 325,000
• Home Depot 300,000
• NAIMA 100,000
• Total so far 872,500
• Need addl 127,500 for full campaign
• Hispanic target audience can be reached for an
  addl 500,000

19
Promotion of sponsors

• Press Releases - mainstream trade
• Advertising Your organization can leverage the
  strategy/selling line in paid media, posters,
  brochures, etc
• Fulfillment Materials - (possible credit in
  brochures, classroom curriculum packets, web site)

20
Benefits

• Partner 5,000/yr for three years
• Your energy office credited on web site
• Ready-made, customizable news releases
• Use sponsorship of campaign in own outreach
  efforts
• Senior Partner 10,000/yr for three years
• All of the above and
• Your energy office credited in fulfillment
  materials
• Your energy office credited on web site with link
  
• Other levels available upon request.

21
(No Transcript)
22
Other Benefits

• No better ROI opportunity known
• A unique way to reach millions of people at low
  cost -
• Educate the public
• Promote energy efficiency benefits
• Get recognition on fulfillment materials
• Opportunity to self-promote sponsorship

23
Additional Opportunities

• Additional target market can be reached for only
  500,000 more per audience

24
Campaign Management

• State Energy Offices coordinator
• (Contact Rick Grice)
• Colorado Energy Assistance Foundation overall
  campaign management
• (Contact Maria Finley)
• National Fuel Funds Network will deliver message
  to partners nationally
• (Contact George Coling)

25
Your Opportunities

• You are invited to get involved

26
Contact Info

• Colorado
• Governors Office of Energy Management and
  Conservation
• Rick Grice(303) 894-2383
• Rick.Grice_at_state.co.us