ENERGY STAR CLOTHES WASHER REBATE PROGRAMHELEN CORBETT

PAMELA KOSS

• Organization Background & Role

• Program Overview

• Funding & Partners

• Marketing Strategy

• Accomplishments

• Challenges & Learnings

OUTLINE

BACKGROUND

• A not-for-profit private-public

partnership in Alberta

• Core staff of 20 in Calgary and

Edmonton

• Multi-stakeholder board

ROLE

• Take action to reduce GHGs• Program delivery• Align initiatives to Alberta’s and

federal government’s plans • Leverage

• Energy Efficiency and Conservation

• Furnace Replacement Programs (2004 & 2005)

• LED Exit Sign Incentives

• Soak Up the Savings Clothes Washer Program

Energy Solutions Alberta

• September 15, 2005 to March 1, 2006

• $50 rebate for ENERGY STAR clothes washer

• Additional $50 for residents of Calgary

• Application processing

• Rebate processing

PROGRAM OVERVIEW

Application Form

• Retail appliance stores

• Web

• Mail

Rebate Cheque

• Calgary-based company

• Printed, posted and mailed

• Opportunity for logo placement and additional promo

• Program Funding• NRCan• Government of Alberta• City of Calgary

• Industry Support• Manufacturers• Retailers

FUNDING & PARTNERSHIPS

• < $7,000 to promote program

• Leveraged through utilities & media

MARKETING STRATEGY

EPCOR Bill Stuffer

EPCOR distributed to 650,000 customers in Alberta (250,00 in Edmonton)

Enmax distributed a bill insert to 280,000 customers in the Calgary region

Static Cling Sticker

• ## of stickers were sent to retail stores across Alberta

• Stickers adhered directly to ENERGY STAR clothes washers

Static Cling Sticker

• Version used in

Calgary to explain

additional rebate

• 2 radio spots = 22,000 reach

• 4 Television spots = 270,000 reach

• 5 print articles

Media Coverage

Media Coverage vs. Web Hits

0

50

100

150

200

250

300

350

July

3 - 9

July

10 -

16

July

17 -

23

July

24 -

30

July

31 -

Aug 6

Aug 7

- 13

Aug 1

4 - A

ug 2

0

Aug 2

1 - 2

7

Aug 2

8 - S

ep 3

Sep 4

- 10

Sep 1

1 - 1

7

Sep 1

8 - 2

4

Sep 2

5 - O

ct 1

Oct 2

- 8

Oct 9

- 15

Oct 18

- 22

Oct 23

- 29

Oct 30

- Nov 5

Nov 6 -

12

Nov 13

- 19

Nov 20

- 26

Nov 27

- Dec

3

Dec 4 -

10

Dec 11

- 17

Dec 18

- 24

Dec 25

- 31

Jan

1 - 7

Jan

8 - 1

4

Jan

15 -

21

Jan

22 -

28

Jan

29 -

Feb 4

Feb 5

- 11

Feb 1

2 - 18

Feb 1

9 - 25

Feb 2

6 - M

ar 4

Mar

5 -

11

Mar

12 -

18

Mar

19 -

25

Mar

26 -

30

Week

Web

site

Hit

s

Media Coverage Promotion from utilities

How did you hear about the program?

Word of Mouth

Website

Television New spaper/Print

Other

In-Store Promotion

User Database

EnerClick

Rebate Programs

Subscriptions

Business Contacts

CHALLENGES & LEARNINGS

• New home construction large but complicated market

• Inconsistent messages from retailers to consumers – better communication with retailers required

• Customer satisfaction issues• FREE RIDERS!!!

Would you have purchased an ENERGY STAR clothes washer without this program?

YES 86%

NO 14%

Free Riders or other factors

What most influenced your decision to purchase an ENERGY STAR clothes washer?

0

10

20

30

40

50

This rebateprogram

Savnigmoney onutility bills

Betterperformance

Helping theenvironment

Alreadyplanned onbuying one

Other

%

ACCOMPLISHMENTS• 8700 clothes washers purchased• Water Savings

– Over 200 million Litres/yr

• Energy Savings– 3300 MWh/yr – Includes dryer savings

• GHG reductions– Over 3000 tonnes

• Consumer $’s saved– Approx. $450,000

Suite 1560, 10303 Jasper Ave.

Edmonton, Alberta, Canada

Telephone: [780] 408-4580

pkoss@climatechangecentral.com

Suite 100, 999 – 8th Street S.W.

Calgary, Alberta Canada

Telephone: [403] 517-2700

hcorbett@climatechangecentral.com

www.climatechangecentral.com

www.energysolutionsalberta.com

CALGARY

EDMONTON