# Presentation: 194828

## Cool Your World with ENERGY STAR PR Outreach Plan

**April 2006**

## Objectives

- Educate consumers about the link between home energy usage and greenhouse gas emissions
- Promote ENERGY STAR qualified cooling products and efficient cooling practices to help save on energy bills and protect the environment
- Product and practice focus:
- Room AC
- Ceiling fans
- Programmable thermostats
- Dehumidifiers
- Proper HVAC sizing and installation
- Home Sealing

## Campaign Tools

- Focal point of Campaign
- Interactive and print versions
- Other Collateral Material
- A Guide to Energy-Efficient
- 	Heating and Cooling (English and Spanish)
- Point-of-Purchase materials
- Media Outreach materials
- Web optimization
- Paid search engine optimization linked
- 	to online tool

## Educates homeowners about:
How energy is used in their home
How the energy use impacts the environment
What they can do to save money and protect the environment
Accessed from www.energystar.gov/home and available to partners for use on their Web sites
Interface allows users to visually see and interact on two levels
Whole-home
Room-by-room
Users will receive helpful information in a variety of formats (text, audio, visual) as they navigate throughout the home
Upon completion, users will receive the top 5 ENERGY STAR recommendations for savings and energy efficiency
More tips available in PDF format 
Option to “email a friend” as viral component
Opportunity to link to special offers

- How energy is used in their home
- How the energy use impacts the environment
- What they can do to save money and protect the environment
**Accessed from www.energystar.gov/home** and **available to partners** for use on their Web sites
**Interface allows users to visually see and interact on two levels**
- Whole-home
- Room-by-room
- Users will receive **helpful information in a variety of formats** (text, audio, visual) as they navigate throughout the home
- Upon completion, users will receive the **top 5 ENERGY STAR** recommendations for savings and energy efficiency
- More tips available in PDF format
- Option to “email a friend” as viral component
- Opportunity to link to special offers

## Cool Ideas for Participation

- Link to or host ENERGY STAR @ home
- Feature the tool on your web sites and link directly to your product offerings, special deals or incentives
- Explore opportunities to distribute the tool to customers
- Use collateral and POP to promote product in-store, in conjunction with tool
- Integrate ENERGY STAR into your existing summer promotions
- Let us help you coordinate with regional programs and maximize special deals

## Cool Ideas for Participation

- Get featured in our CYW PR efforts or leverage ENERGY STAR PR and messaging to conduct your own media outreach and promote ENERGY STAR qualified cooling products
- Campaign obtained impressive media results in 2005
- 2005 CYW Campaign resulted in total known impressions, including all outlets: 130,058,372
- Web sites: 82,567,481 impressions of 67 placements
- Broadcast, Radio News Release: 12,322,020 listeners of 634 placements
- Broadcast, Satellite Media Tour: 2,867,910 viewers of 26 airings

## 2006 PR & Media Strategies

- Viral Tactics/Media Partnerships
- Online/Blog Outreach
- Traditional Media
- Hispanic Outreach

## Viral Tactics/Media Partnerships

- Send link to ENERGY STAR @ home as well as cooling tips to organizations that e-mail to mass audiences. Targets include:
- Cooling “Tip of the Day” from ENERGY STAR
- In partnership with a wireless phone company, send a message (“Tip”) to subscribers who have opted in for traffic/weather updates. Branded as “Brought to you by ENERGY STAR” and feature a link to ENERGY STAR @ home or _www.energystar.gov_

**Notes:**
EEPS bullet can probably come out – we want to encourage partners to post a link, not tell them who we’d like to post it.
Maybe simplify some of the viral tactics (on next few slides) w/o the details...? Combine some slides? I did this with traditional media somewhat.  
SW- I combined down into 2 slides, if we took out some of the details (which I think we should), we could maybe cut it down to one slide (which would also help balance the focus b/t ES and partner activities)

## Viral Tactics/Media Partnerships

- Online Partnerships
- Partner with an online content provider to develop a series of home energy articles featuring tips and other content from ENERGY STAR @ home
- Engage National Media Outlets as Content Providers
- Pitch specific blogs with cooling tips and link to ENERGY STAR @ home

## Traditional Media

- Print – pitch cooling tips and ENERGY STAR @ home
- Dailies, news weeklies, specialty publications, and long-lead glossy publications
- News Wires/Syndicated Writers
- Television
- Local broadcast affiliates and meteorologists
- Pitch tips, B-roll and sound bites

## Hispanic Outreach

**Print**
- Newspapers (editorials/packaged content) ENERGY STAR @ home Print version (translated for placement in print articles)
- “A Guide to Energy-Efficient Heating and Cooling” (translated)
**Web**
- Coordination with OPA for info on EPA’s Spanish Web portal
**Other**
- Possible broadcast media pitching