Engage 360 Towards a new norm of energy behavior

Transcription

1 Engage 360 Towards a new norm of energy behavior Julie Rowey Anne Dougherty Helen Gould Hunter Marshall 1 Marketing Plan California SWMEO December 17, 2009

2 Agenda Vision, Mission and Process Behavior based Segmentation Brand Strategy & Identity Marketing & Communications Strategy 2

3 California Energy Efficiency Strategic Plan ME&O Mission The mission of Marketing, Education & Outreach is to increase consumer awareness and participation in demand side management activities and to encourage behavior changes that save energy, reduce greenhouse gas emissions, and support clean energy solutions. 3

4 2020 Vision A new norm of smart energy use in California Smart Energy Living is a way of life for 80% of the state. Smart Energy Living is defined as: Getting the right stuff (efficiency) Fixing the leaks (envelope) Doing the right thing (conservation) At the right time (demand response) 4

5 The Development Process Direct Research Exploratory Ethnographic Segmentation Brand Assessment Marketing Plan Marketing plan Integrated communications plan Brand Strategy Positioning and support Verbal Identity Bring the brand idea to life verbally Name High level messaging Visual Identity Bring the brand to life visually Logo Supporting visual elements Brand Guidelines Provide interpretation and guidance to stakeholders who are responsible for managing the brand Campaign Strategy & Execution Develop and deploy integrated media and grassroots campaign Brand idea Brand story Web Portal Development 5

6 6 Research Anne Dougherty, Opinion Dynamics

7 7

8 8 Engaging Californians in a One to one Conversation

9 Attitudes Awareness Knowledge ALWAYS Behavior Change 9

10 10

11 Finding a New Approach to Engender Change Golly, I can save money, energy, and the environment? 11

12 12 Focus on Behaviors

13 Address Barriers Inconvenience Do you really expect a guy to unplug his TV after each use? Aesthetics I don t think fluorescent lights look good here! Indifference Household dynamics Skepticism Safety/Comfort There s nothing specific that prevents us. We just haven t done it. The kids are awful because they don t care, they don t pay the bills! I don t have much control over the bigger issues. Therefore I don t want to deal with it In general I try to leave one light on when I go out. 13

14 Acknowledge Our Complexities 14

15 Pay Attention to Semantics 100% 80% 81% Create a message that will be heard 60% 59% 40% Democrats Republicans 20% 0% Recall of Ads 15

16 No on Prop 23 is not the mandate in many counties San Francisco, Marin, Santa Clara, Los Angeles voted 70-80% no 15 no counties were > 47% yes! 16

17 Looking to Kansas Climate Change Creation Care Sustainability Foreign Oil Global Warming Carbon Neutral Energy Independence Threat Multiplier 17

18 Dig Deeper on Motivations Environment Plant & Animals GHG Natural Resources Foreign Oil Independence Security Economy Health Environment Pollution Toxic Waste Future Generations Survival Resources Health 18

19 19 Brand Strategy & Identity Helen Gould, Interbrand

20 Brand Strategy: What the Brand Stands For Progressive Inspiration We find the next ways to help you make the most practical, relevant energy choices every day Meaningful Change We lead change and measure progress to make the movement meaningful to everyone Trusted Source We are a go to authority for all smarter energy developments and information 20

21 21 The Brand Story

22 22 It doesn t matter if you re liberal, conservative, independent, or other. Regardless of your ethnicity, income level, or age; where you live or what you do; whether you believe in global warming or not, one thing is for certain:

23 23 The world cannot continue to use energy at the same rate, in the same ways, from the same sources. It s simply not sustainable.

24 24 We need to change not only how we use energy, but how we think about using energy. We must re examine our assumptions and actions and make new ones.

25 25 For some, this means adopting additional smart energy habits. For others, this will be a new way of looking at the world they live in. For all of us, it s a reminder that we need to increase our efforts on the journey toward a sustainable environment, economy, and way of life.

26 We will grasp the future and propel ourselves forward. We will continue to be bold, decisive, and cutting edge; innovative and unafraid. We will lead the U.S. in smart, responsible energy use. 26

27 It won t be easy, and it won t be quick. Together, step by step, we will make a difference, today and every day. 27

28 Our path is clear: We must know more, care more, do more, be more. 28

29 29 INTRODUCING...

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31 The Website: engage360.com

32 Marketing Strategy Hunter Marshall, Draftfcb 32

33 33 Photo: Plastic Bottles, Chris Jordan Two million plastic beverage bottles, used every five minutes in the US

34 34 81% of Californians strongly believe everyone should reduce their energy use, yet we are still wasting 25% of the energy we buy.

35 Establish who to focus on Alex The Leading Achiever Carlos The Practical Spender Betty The Striving Believer Donna The Thrifty Conserver Eric The Disconnected Efficiency Conservation Concern for Convenience & Comfort 35 Source: Opinion Dynamics Corporation, 2009

36 Two targets, different barriers Alex The Leading Achiever I m already doing all I can. Carlos The Practical Spender It s not my job. Both are homeowners who over index on efficiency but for very different reasons 36

37 37 We CAN do more. There are opportunities all around us to use the cleanest, cheapest source of energy.

38 The smart energy marketing dilemma To create a new norm of smart energy living, we must convert existing intentions into everyday actions. We have a relevance problem, a knowledge problem, and two targets who are motivated by very different benefits. 38

39 39 Should we

40 40 Should we

41 41 Should we

42 Dancing guy video 42

43 Key insight Broad scale behavior change is driven by people copying other peoples behavior. We must establish the optimal conditions for this to take place. 43

44 Our 6.5 Second Strategy Make saving energy personal Make energy waste tangible Make changing habits easier 44

45 Our Tactics Set an inspiring goal Use people as media: fuel influencers to gain commitments and co create messages Amplify the influencers to their followers Evangelize outside of the temple Go broad when there is enough groundswell Live in beta 45

46 Using influential people as media Sponsor & Curator Leaders First followers Focus Create Inspire Join Norm Amplify leaders 46

47 Living in beta Recruit leaders Activate leaders Share leader stories Expand message Broad activation 47

48 Initial role of Engage 360: focus and amplify leaders Tactics: Social Media, Digital, PR, & Grassroots Outreach 48

49 49 Evangelize outside of the temple

50 50 Use digital to inform, create, distribute

51 Utilizing People as Media to Make Saving Energy Personal We need leaders like YOU! 51

52 52 Thank you