RENCONTRE 2005 MEETING

ENERGY STAR® Participants Meeting

May 12, 2005

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Overview

• What is the One-Tonne Challenge?

• What’s new?

• Fall Home Campaign

• Potential Participants

• Next Steps

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What is the One-Tonne Challenge?

• A national social marketing program delivered through a network of partnerships and a national advertising campaign

• Offers practical tips to individual Canadians and directs them to programs like ENERGY STAR®

• Key component of Canada’s climate change plan

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Appliances Windows and Sliding Glass Doors Heating, Cooling, Ventilation Consumer Electronics and Office Equipment Lighting/Signage

EnerGuide for Houses Retrofit Incentive EnerGuide for New Houses

New Houses

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Why One Tonne?

• Each Canadian is responsible for more than five tonnes of greenhouse gas (GHG) emissions a year.

• The One-Tonne Challenge calls on individual Canadians to reduce their annual GHG emissions by 20% – or one tonne.

• One metric tonne = 1,000 kilograms– The volume of one tonne of GHG

emissions would fill a two-story, three-bedroom house.

Personal GHG Emissions from Energy Use in CanadaPassenger Road Transportation 49.9Space Heating and Cooling 29.0Water Heating 11.1Appliances 7.5Lighting 2.4

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What’s new?

• Advertising campaign from Dec 2004 to March 2005 stimulated interest and awareness– 1.7 M visits to OTC website– 900,000 copies of Guide to Canadians – 42,000 subscribers to e-bulletin– 26,000 calls to 1-800– 56,000 Canadians have signed the on-line

pledge

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What’s new?

• Advertising campaign shows positive results– Leger Research (Marketing Magazine, March)

• Most noticed and most liked TV ad in Feb

– Excellent message recall• Unaided recall 27%, exceeds standard of 20%

– Highest among university educated, higher income, vehicle/home owners = our target audience

• Aided recall is 51% (TV) & 24% (print)

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What’s new?

• Supplementary advertising at regional level through Climate Change Hubs

• Proactive media relations activities underway to promote OTC events and partnerships– Media has highlighted OTC in close to 100

articles

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What’s new?

• Organizations and businesses keen to be involved– OTC cross-promoted by 190 govt & partner

websites

• Employee on-line awareness toolkit– Over 300 company reps accessing the toolkit– Being promoted through Canadian Industry

Program for Energy Conservation (CIPEC), Energy Innovators, Industry Associations, etc.

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What’s new?

• 41 community challenges rolling out

• 31 youth-led projects at community level; youth PSA’s to be aired this year

• Educators Experts Working Groups and on-line resources

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Which companies are already on board?

• Joint Marketing• VIA Rail, • Automotive Industries Association, • Canadian Urban Transit Association, • Discount Car & Truck Rental, • General Motors, • Homeworks Services Inc., • Home Depot,

– Discussions underway with other national retailers, manufacturers, utilities

• Employee Awareness• Scotiabank, • Great West Life Realty, • VIA Rail, • Hbc,

• Conglum, • Manitoba Hydro, • SaskEnergy, • BC Hydro, • VanCity Credit Union, • RBC

• Home Depot, • Petro-Canada, • ConocoPhillips, • Suncor,

• Frito Lay, • Halsall, • … and more

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Fall Home Campaign

• Objective:– Encourage Canadians to have an energy

efficient lifestyle by:• Taking simple actions in and around the home

• Choosing ENERGY STAR® qualified and EcoLogo products when making purchases

• Getting an EnerGuide for Houses evaluation

• Having the building plans for their new house evaluated for energy efficiency

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Fall Home Campaign

• Components:– Proactive media relations

• Different themes throughout the Fall to sustain media interest

– OTC E-bulletin promotion (42K subscribers)– OTC web site promotion (1.7M visits)– OTC community challenges/hubs promotion– Overarching OTC advertising campaign

(planned)

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Potential Participants

• Switch and Save participants

• Manufacturers, distributors and retailers of ENERGY STAR® qualified and EcoLogo products

• Utilities

• EnerGuide for Houses delivery agents

• Banking Institutions

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Creative Retail Ideas from Home Depot-Oakville,ON

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Creative Retail Ideas from Home Depot-Oakville, ON

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Creative Retail Ideas from Home Depot-Oakville, ON

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Next Steps

• Working committee week of May 23– Scope out campaign– Clarify roles and responsibilities– Confirm suite of products and services– Develop media relations plan – Determine tools, materials and incentives

• Contact us if you’d like to participate

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For more information contact Nancy Johns 613-943-0093

Natural Resources Canada

www.climatechange.gc.ca