Energy LossesManagement Programme

From Strategy to Implementation‘Social Marketing Strategy Overview’

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Content

Eskom Distribution’s Energy Losses Problem

ELP Public Awareness Campaign Approach

Understanding deviant behaviour

ELP Social Marketing Strategy

Integrated approach

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Problem and Goal

Problem: Eskom is suffering revenue loss due to illegal connections across the spectrum from LPUs to SPUs

Distribution non-technical losses are fluctuating on a moving twelve month average between 6% and 5%

Goal: To get consumers to stop using electricity illegally and become legal, therefore contributing towards reducing the levels of non-technical energy losses caused by external issues including electricity theft, tampering, bypassing, etc.

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ELP Public Awareness Campaign Approach

Solution lies in effecting behaviour-change

Traditional advertising or a communications campaign cannot change behaviour on its own

We use ‘Social Marketing’ …

… applying commercial and innovative marketing technologies in behaviour-change programmes, with the aim of influencing the voluntary behaviour of target audiences for the greater good of the individual and society, whilst doing the most good for the company / organisation

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Changing Deviant Behaviour

Change deviant behaviour to desired behaviour through:

SYSTEMS & CONTROLS, CONSTRAINING MEASURES

VALUES, CULTURE, EDUCATION, COMMUNICATION

PERFORMANCE REWARD, INCENTIVES & RECOGNITION

DETECTION, REPORTING, LAW ENFORCEMENT

LEADERSHIP & SOCIAL MOBILISATION

PERCEPTION MANAGEMENT

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Social Marketing Strategy Objective

To influence the voluntary behaviour of Eskom customers to be legal electricity users by:

Reducing the number of illegal electricity customers

Mobilising consumers to report and prevent illegal connections

Building partnerships to deal with illegal electricity consumption

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Strategy essence (1)

The essence of the strategy is built on two integrated pillars aimed at achieving a sustainable strategy with substance and impact:

Objective: Behaviour-change towards legal electricity usage

Compliance-based Pillar• Code of Conduct• Systems/Controls• Audits• Info management• Detection• Law• Policies• Reporting

Pro-active Integrity-

based Pillar• Values, Self-regulation• Integrity Standard• Leadership visible• Awareness, Info, feedback• Unity, Commitment• Peers, value drivers• Partnerships• Mobilisation

A holistic approach based on

a two-pillar

strategy

Social Marketing Campaign

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Strategy essence (2)

Show target audiences the impact & risk of illegal use of electricity – on themselves, their community, the country

Show target audiences the benefits of legal electricity usage – how they can play a role in sustainable power for the country, equitably

Empower target audiences through partnerships, organised structures and mobilisation

The focus is on both LPUs/Large SPUs, and residential SPUs/PPUs.

The strategy will also have integration points with safety, infrastructure theft, energy efficiency and non-payment.

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Channels: Not a traditional Advertisement Campaign

Traditional advertising still to be determined, but could include:

• ATL & BTL Elements

▬ Television

▬Radio

▬Viral SMS & e-mail

▬Direct mail

▬Print

▬Outdoor

▬Web

▬Brochures

▬Activations

Social marketing

• In addition to traditional advertising channels, we will be using:

▬A social mobilisation effort at business and organised business level, and at individual and community level … building a movement for legal electricity usage among consumers and in the hearts and minds of ordinary South Africans

▬Work with organisations and institutions that the LPUs, Large SPUs, residential SPUs and PPUs, and other citizens interact with on a regular basis, to mobilise and spread the message

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Integrated Campaign Tenets

Performance-based incentive for joint problem-solving approach (both individual and community incentives)

Performance-based incentive for joint problem-solving approach (both individual and community incentives)

INTEGRATED CAMPAIGNINTEGRATED CAMPAIGN

Drive desired behaviour through:Drive desired behaviour through:

Social Marketing (incl partnerships, mobilisation, etc)

Social Marketing (incl partnerships, mobilisation, etc)

Restrictive measures (e.g. split metering, secure boxes, etc)

Restrictive measures (e.g. split metering, secure boxes, etc)

Compliance measures (e.g Audits, law, policy,

reporting line, etc)

Compliance measures (e.g Audits, law, policy,

reporting line, etc)

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Campaign Positioning

Overall theme to be explored for the campaign: Sustainability -:

▬ Energy/revenue loss = business/financial sustainability

▬ Energy efficiency = supply/environmental sustainability

▬ Safety = sustainability of life

▬ Illegal connections = financial sustainability

▬ Theft = infrastructure sustainability

▬ Non-payment = financial sustainability

To be positioned as follows:

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Message positioning

Alignment with Eskom Brand PositioningAlignment with Eskom Brand Positioning

Campaign theme: SustainabilityCampaign theme: Sustainability

Safe

Electricity

Safe

Electricity

Infrastructure

Theft

Infrastructure

Theft

Energy

Efficiency

Energy

Efficiency

Illegal

Connections

Illegal

Connections

Non-

payment

Non-

payment

Campaign: ELP Social MarketingCampaign: ELP Social Marketing

Area specific messaging as per

individual campaigns

ELP & integrated campaign

messaging

The ELP Public Communications Strategy will be focused on its objective of reducing energy losses and ensuring operational sustainability, but the concept of sustainability is big enough and has “the legs” to walk across and touch all the points of integration

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Thank You