# Presentation: 271252

## ENERGY STARMarketing and National Promotion Update

- ENERGY STAR Partner Meeting
- December 5, 2002

## ENERGY STAR Success

- More than 1,200 manufacturers labeling more than 13,000 product models
- More than 400 retailers (16,000 storefronts) including Sears, Lowe’s, Home Depot, Wal*Mart and Best Buy
- 160 state and utility partners supplying nearly 60% of US customers
- To date, American consumers have purchased more than 750 million ENERGY STAR labeled products

## ENERGY STAR Awareness

- ENERGY STAR is recognized by 40% of consumers nationwide
- Awareness exceeds 50% in areas where utility/state programs are active
- High brand loyalty: most ENERGY STAR purchasers would recommend ENERGY STAR to a friend

## Growing Interest

- Product related web visits up 37% since January
- from ~80K to ~110K
- About 1000 product-related hotline calls/e-mails per month
- high of 1,600 during CAL ‘01
- most popular: appliance ~20K /month
- followed by: HVAC ~12K / month

## Growing Interest

- Product related print articles range from 250-450 per month
**In the past year, product related articles reached a circulation of more than 5 billion**
- Top markets: NY, DC, Houston, Chicago, LA, SF

## Growing Support 

- More than 600 companies advertise Energy Star products per month in print
- up from about 500 a year ago
- About 8,000 print ads display the Energy Star label
- appliance and windows >3000
- HVAC ~1000

## Public Service Campaign Progress

- Distributed to 150 top TV markets, 50 top daily newspapers, 1000+ magazines, 35 national radio networks
- More then $5 million in equivalent ad value  (TV, radio, print)
- Airing in the best day-parts more than half the time
- Performing 15% better than the average government PSA

## Change Campaign Placement

- Phase II (SOHO) release - Nov 02
- personalized and tagged in target markets
- Re-release print to national magazines,newspapers -  Oct/Nov 02
- Phase II cable release - winter 02
- Radio DiscPack - winter 02
- Phase III (Homes release) - Mar 02

## Slide 9

## Back-to-School Media Outreach

- Top 75 markets
- Included virtual pitch, fast fact sheet, dorm room fact sheet, shopping checklist plus one-to-one email/phone outreach
- Overall more than 37 million media impressions
*Parade* feature 11/3/02
- 10 stories in several of largest campus newspapers
- radio placement including St. Louis and Washington

## 2002 Holiday CE Promotion

- First national promotion to promote CE products
- Raise awareness of ENERGY STAR label
- November – December 2002
- Involves partners, products, retailers, utilities

## Overview

- Manufacturers: Panasonic, Philips, PhoneMate, Pioneer, Uniden
- Products: Home audio, DVD/VCR/combinations, TVs and telephony products
- Retailers: RadioShack, Sears
- Utilities: 15 in Northeast, Minnesota and Northwest

## EPA Role

- Promotion theme/templates
- Web-based “gift guide”
- PR/Media outreach
- Gift guides, top 25 dailies, NAPS article, national outreach

## Manufacturer Role

- Update qualifying product lists
- Label product packaging

## Manufacturer Role

- Link “gift guide” to site

## Manufacturer Role

- Raise awareness with box insert

## Retailer Role

- Link “gift guide” to site
- Train associates on ENERGY STAR qualified CE products
- Promote products in circulars/ads

## Utility Role

- Raise consumer awareness with bill stuffers
- Link “gift guide” to site or feature web banners

## Early Media Results

- Whitman “walk-throughs” in RadioShack and Sears in LA, Philadelphia, DC
- Today Show segment Monday 12/2
- Satellite media tour 12/5
- Gift guide/article hits in Home Magazine, Cleveland Plain Dealer, Organic Style Magazine

## 2003 Promotion

- Start contacting partners early
- Manufacturers = determine when 4th quarter plans solidified
- Retailers = work CE promo into 2003 ENERGY STAR “strategies”
- Draft promotion creative available for review in January
- More retailer/vendor “matchmaking”
- Co-promotions, buy-downs, co-op advertising
- Questions/comments

## Why Monitor Power Management (MPM)?

- 54 million office computers and monitors use 1% of the nation’s electricity
- More than half of electricity used to power monitors is wasted:
- 60 percent left on at night
- 45 percent not enabled for power management
- MPM places active monitors (60 to 90 watts) in low-power sleep mode(2 to 10 watts) after a period of inactivity

## Why MPM? Savings at Low Costs

- At a cost of a few hours of IT staff time

## Tools to Make MPM Quick and Easy

- For the IT Manager - Software (EZ Save, EZ Wizard) and IT consulting to activate MPM organization-wide safely and quickly
- For the End User – Posters, tent cards, mouse pads for an end user outreach campaign
- For Upper Management – Positive publicity through Million Monitor Drive PR campaign (press releases, awards, articles)

## Case Studies

- Cisco Systems
- Had disabled MPM on 50,000 computers
- Used 3rd party network tool to activate MPM
- Article in *Buildings* magazine
- Will save $1 million annually
- Pitney Bowes
- MPM activated during W2000 rollout on 10,500 computers
- Will save $160,000 annually

## PC-Intensive Orgs Have Embraced MPM

- Private Sector - Cisco Systems(CA), Pitney Bowes(CT), Citigroup(NY), AOL(DC), Computer Associates (NY)
- Universities - Harvard University(MA), Penn State(PA), Mills College(CA), Tulane University(LA), University of Pittsburgh(PA)
- Government - EPA, Lackland AFB(TX), Westchester County(NY), Loudoun County(VA)
- Energy Efficiency Programs Adopted MPM Platform - PG&E(CA), Efficiency Vermont(VT), WI Focus on Energy(WI), NYSERDA(NY)

## Possible integration of computers into enabling campaign

- Hard drives have even lower enabling rates than monitors
- Enabling rates are low due to past problems with power management and computers.
- IT community is very skeptical and not motivated to support power management
- New technologies such as IAPC offer a new opportunity
- IT would not embrace computer enabling without some push or incentive to do so

## Possible PC Power Down Challenge Campaign

- Incorporates newest PC power saving technology into a *computer *power management program
- Leverage resources on Intel and others to promote new technology and benefits
- 1st step is to conduct a pilot test at a willing organization (org. has been identified and will enable 5,500 new PCs in spring 2003)
- Next step would be to expand enabling efforts to include PCs with the new technology