European Solar Days campaign report

Transcription

1 European Solar Days 2008 campaign report Realised by Partners: Contract N EIE/07/170/SI Valérie Laplagne July 2008 Membre actif: Association loi 1901 Siret Ape 9499Z - Le Forum Bât B 515 av de la Tramontane Zone Athélia IV LA CIOTAT France T: F:

2 TABLE OF CONTENTS A - Presentation of the campaign Partnership The website The communication tool kit Media campaign Costs of the campaign... 7 B Results of the campaign The events The organisers Website frequentation Press review... 9 C Evaluation of the campaign The events The visitors Conception/organisation of the campaign Media cover Interest for organisers D Images of the campaign Annex 1: Press release and kit...erreur! Signet non défini. Annex 2: Press review of the campaign...erreur! Signet non défini. Annex 3: Evaluation survey of the campaign...erreur! Signet non défini. 2

3 A - Presentation of the campaign For the first time in France, the French solar professional association Enerplan organised the European Solar Days on 16 & 17 may of This campaign aims to draw public attention to solar energy interests. This campaign is organised in the frame of a European project supported by the European commission, with 8 partner countries: Austria, Deutschland, Holland, Italy, Slovenia, Spain Portugal and also Switzerland. 1. Partnership European Solar Days are a social marketing campaign based on organisations networking, for financing, involving organisers and promoting the campaign (especially on web). Main partners : ADEME, QUALIT ENR, Renewable Energy Syndicat, EDF, Gaz de France, Banque Fédérale des Banques Populaires Associated partners: Media partners: 3

4 2. The website The main tool for the campaign is the website. With it, organisers may register online and public may consult the nearest event. The website was online on February 2nd

5 3. The communication tool kit The communication tool kit was free for each organiser. It was composed with: Solar Days newspaper (50 ex) Poster (2 ex) Announcement posters (5 ex) Balloons (20 ex) T-shirt (1 ex) Cap (1ex) Numerical format: Invitation type Press release type Press kit Organiser guide book Additionals for installers: Qualisol : Qualisol flyers (100 ex) QualiPv : QualiPv flyers (100 ex) Additionals for Energy Information Points: Solar energy exposition (5 pannels) 5

6 Additionals for schools: Educationnal book «Les énergies renouvelables au bout des doigts» (1 paper book) Additionals for communities: Solar Agenda (1 CDRom) 4. Media campaign Media tools: Banners Press kit of the campaign Solar operations sheets with technical informations and contact for press report Kick off press conference: It took place on March 2 nd in Paris, Café Les Ombres, Musée Quai Branly. 33 journalists participated. One mailing with the invitation was done on March 21th. du Press releases: 4 press releases were made : On February 5th On April 22th On May 5th (this one was regionalised) After the campaign, on May 19th Press kit and press releases are detailed in Annex 1. 6

7 5. Costs of the campaign COSTS 2008 CAMPAIGN Postes budgétaires Quantity Unit (HT) Amount (HT) Amount (TTC) COMMUNICATION TOOLS Graphic creation Newspapers Poster A Poster A Exposition 5 pannels Balloons T-shirts Caps Post sending Web Site - Creation Web Site Running costs (/year) TOTAL EXPOSITION Fabrication Expo 46x TOTAL PRESS Press relations Agency Press Conference TOTAL STAFF heures taux horaire Expert Senior , Expert , Junior Expert , Indirects costs TOTAL TOTAL DEPENSES

8 B Results of the campaign 1. The events Europe : 4000 events France : 821 events were organised everywhere in France In other countries that had already Solar Day campaign : Deutschlan (2500), Austria (331), Switzerland (50) In other countries : Italy (186), Spain (50), Slovenia (34), Portugal (15) Holland (9) In France : we estimate that visitors participated to European Solar Days (estimation from the evaluation survey) 8

9 2. The organisers Organisers of the 826 events are divided as follows: Installers : 589 Energy Information Points : 89 Communities : 18 Industrials : 17 Schools/University : 11 Training centers : 10 Others : la CAF, La Poste, two regions agencies of la Banque Populaire, two regions agencies of EDF, 3. Website frequentation There were an increasing number of visitors on the website of European Solar Days : Month Number of visits february 2153 march 7121 april 9744 may During May, the average number of visited pages was 10, which is a lot. 4. Press review Press review of 2008 campaign: NATIONAL PRESS REGIONAL PRESS PROFESSIONAL PRESS MAGAZINE PUBLIC PRESS WEB / NEWSLETTER TV & RADIO TOTAL 6 articles 175 articles 15 articles 2 articles 21 articles 5 émissions 224 articles et émissions According to the press release details, the publicity equivalence of the campaign is estimated at See Annex 2: the press articles list of the press review. 9

10 C Evaluation of the campaign An evaluation form was built up and sent to every organiser (46 questions). We received 269 answers, which correspond to +32% of the 826 organisers. This is sufficient to make a really good analysis. Evaluation form and ll the results of the evaluation survey are compulsed in Annex The events 1. type événement Quel type de manifestation avez-vous organisé? Somme des pourcentages différente de 100 du fait des réponses multiples et des suppressions. Portes ouvertes ,84% Stand d'information 24 8,92% Visite d'installation solaire 74 27,51% Exposition 36 13,38% Autre 18 6,69% Total 269 And also: forum, pique-nique, direct live installation, play activities, solar vehiculs race, sun fair 2. The visitors Number of visitors by event: Average = 37,48 Median = 20 The total number of visitors in France : estimated at Visitors satisfaction : estimated good at +95% 3. Conception/organisation of the campaign Web site : juged clear (80%) registration : juged easy (94%) kit quality : rather good at 75% Number of posters (small and big ones) and T-shirts : not enough at + 50% Kit receipt : not early enough at 24% 10

11 4. Media cover National cover : juged rather not sufficient (for 42%) Local cover : press release was not used for 60% of organisers 31. couv nationale Comment avez-vous perçu les actions de communication (presse, radio, TV) que nous avons réalisées au niveau national? Moyenne = 1,99 'Plutôt insuffisante' Totalement insuffisante 84 31,23% Plutôt insuffisante ,01% Plutôt suffisante 64 23,79% 32. couv locale A votre niveau régional et local, avez-vous eu recours au communiqué de presse type fourni pour annoncer votre manifestation? Oui ,03% Non ,97% Total ,00% Totalement suffisante 8 2,97% Total ,00% 5. Interest for organisers Utility of European Solar Days: yes for 97% Benefits for the organiser: to make job and solar sector better known for 66% Ready for 2009 : yes for 97% 44. bénéf perso De votre manifestation vous en tirez : Somme des pourcentages différente de 100 du fait des réponses multiples. Non réponse 6 2,23% Un gain en image, en notoriété 97 36,06% Une détection de clients potentiels ,38% Une occasion de faire connaître votre métier et le secteur du solaire ,54% Une perte de temps 27 10,04% Total

12 D Images of the campaign Partners: 12

13 Energy Information Points: 13

14 Installers: 14

15 Schools / Training centers: 15

16 Others: 16

17 17