The Value of Partnerships

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The Value of Partnerships in the Program
Development Mix Ian Morton Clean Air
Foundation Canadian Energy Efficiency Alliance
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Outline Value of Partnership

• Introduction to Clean Air Foundation and Canadian
  Energy Efficiency Alliance.
• Review our experience in designing partnerships
  for success specifically applying the 5As market
  transformation methodology to market based
  programs.
• Making partnerships work.

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5As of Market Transformation

• Awareness
• Clean Air Foundation ambassadors were on hand at
  all Home Depot locations to provide information
  on ENERGY STAR qualified products and the
  associated energy savings and benefits.
• Programs use a variety of marketing/communication
  tactic to raise awareness such as Keep Cool
  launch in partnership with Minister of Energy.
• Clean Air Foundation and Energy Efficiency
  Alliance websites provide consumers with easy
  access to program information. Each site
  receives thousands of visits each year and
  feature ENERGY STAR qualified products
• Programs generate millions of media impressions
  were generated through print, radio and
  television media coverage. In addition, the
  Clean Air Foundation and Home Depot produced and
  distributed an 8-page ENERGY STAR guide with
  information on the program and products.

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5As of Market Transformation

• Availability
• Programs such as Energy Smarts, Keep Cool and
  Switch to Cold are available across Canada.
• All programs feature ENERGY STAR qualified
  products and offer financial incentives and
  information to encourage public participation.
• Affordability
• Programs include incentives to encourage
  participation and use of featured ENERGY STAR
  qualified products.
• ENERGY STAR qualified products decrease energy
  consumption cost savings for program
  participants.

5
5As of Market Transformation

• Accessibility
• National and regional marketing and publicity
  channels were employed to inform all Canadians
  about the national launch of the energy
  efficiency campaign.
• For the public, ENERGY STAR qualified products
  were easily accessible through 120 Home Depot
  locations across the country.
• Information materials were translated into
  French, English and Chinese.

6
5As of Market Transformation

• Acceptability
• Public, private, not-for-profit partnerships have
  high credibility and acceptance by the public.
• In-store market surveys of nearly 800 Canadians
  revealed that 86 are willing to spend some
  amount on ENERGY STAR qualified products in order
  to reduce personal greenhouse gas emissions.
• On-line market surveys of nearly 5,000 Canadians
  revealed that 97 are willing to spend some
  amount on ENERGY STAR qualified products in order
  to reduce personal greenhouse gas emissions.

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Keep Cool Campaign
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Making a Deal
Know Your Partners Know Yourself

• THEM
• Their problem
• Their reality
• Their history
• Their needs
• Their world

• YOU
• Your assets
• Your liabilities
• Your value
• Your capacity
• Your attitude
• Your policies
• Your resources

Information used with permission from
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Why Partnerships Fail

• It wasnt one
• Inequitable resource commitment
• Unrealistic expectations
• Misalignment of words and action
• Wrong idea
• Too big too fast
• Too small, too slow

Information used with permission from
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Partnerships What to Do

• Establish guidelines
• Set out your policies and procedures
• Do your homework
• Check out your partner
• Consult
• Jointly determine the program and relationship
  parameters
• Contract
• Get it down on paper
• Collaborate
• Manage the relationship

Information used with permission from
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Contact Information

• Ian Morton
• Executive Director - Canadian Energy Efficiency
  Alliance
• Chief Operating Officer Clean Air Foundation
• 1216 Yonge Street, Suite 201
• Toronto, ON
• M4T 1W1
• 416-922-9038 ext. 26