# Presentation: 819959

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**U.S. Environmental Protection Agency**** ENERGY STAR UPDATE ****2001-2002**

## Outline

- ENERGY STAR Success
- Public Service Announcement Campaign
- National Promotions
- Power Management Campaign
- Evaluation Activities
- Logo Use Monitoring
- Product Specifications

## ENERGY STAR Success

- Widespread and growing participation
- More than 1,100 manufacturer partners
- More than 13,000 product models carry the ENERGY STAR label
- 300 utility and state administrator partners promote ENERGY STAR, covering nearly 60% of households in the U.S.
- Over 800 retail partners representing more than 15,500 storefronts in the U.S. and Puerto Rico

## ENERGY STAR Success

- Significant improvements in the design and energy efficiency of products
- Savings:
- $50 billion in energy costs
- Prevented more than 150 million metric tons of carbon dioxide pollution
- To date, U.S. consumers have purchased more than 750 million ENERGY STAR labeled products.

## Consumer Awareness

- 40% of consumers nationwide recognize the ENERGY STAR label.
- In areas with active utility/state programs, recognition exceeds 50%.
- Most ENERGY STAR purchasers would recommend ENERGY STAR to a friend.
- Goal: 60% awareness by 2005.

**Public Service Announcement (PSA) Campaign Update**

## Public Service Campaign Update 

- Distributed to 150 top TV markets, 50 top daily newspapers, 1000+ magazines, 35 national radio networks (Jan 02)
- $3 million in equivalent ad value in 4 months (TV, radio, print)
- Performing 75% better than the average government PSA
- 2/3 of TV spots used are 60 second; 2/3 also airing during best day parts

## PSA Campaign- TV Spot

**PSA Campaign- TV Spot**

**Copy: “If just one room in every home is brightened by lighting that’s earned the Energy Star, the change would reduce greenhouse gas emissions by 1 trillion pounds.”**

## PSA Campaign - Print

**Copy:  **
**“****Some washers clean more than just clothes.” **
**“****Some lights brighten more than just a room.”**

## PSA Campaign - Partner Leveraging

**Intel ad (ran in Wall Street Journal, USA Today, InfoWeek, PC Week)**

**National Promotions **
**Leveraging the Change Campaign**

## Change a Light, Change the World

- Fall lighting promotion for retailers, manufacturers, and regional program partners
- Covers residential lighting fixtures, bulbs, and ceiling fans
- Built around consistent messages:
- Call to action: Start changing your world. Replace your next light with an ENERGY STAR.
- Environmental Fact: 'If just one room in every home used ENERGY STAR lighting, the change would keep 1 trillion pounds of greenhouse gases out of our air.'

## Change a Light, Change the World

## Change a Light, Change the World

**2001 Highlights:**
- Increased sales: One CFL manufacturers reported a 300% increase in sales (over the same time last year)
- High participation/high satisfaction
- 100 utilities/states, more than 20 retail chains, 25 fixture and CFL manufacturers partners participated
- Significant reach
- TV: 11 million impressions
- Partner print ads: 9 million people in 12 states
- Radio: 600 broadcasts reaching 4.9 million listeners

## Cool Change

- Spring cooling promotion for retailers, utilities, manufacturers, contractors, and distributors
- Central AC and heat pumps, room AC, ceiling fans, dehumidifiers, programmable thermostats
- Elements of the promotion:
- Unified Call-to-action
- ENERGY STAR cooling consumer education guide
- Marketing templates on CD
- Web landing pages
- HVAC Contractor tools
- ENERGY STAR Media activities
- Media toolkit and support for participating partners

## Cool Change

## ENERGY STAR for the Holidays

- Call to Action - *Give the gift that gives a cleaner environment.*
- Elements
- Electronic shopping guide
- Box inserts
- Enhanced in-store visibility
- Media and PR
- Product focus: TVs, VCRs, DVD players, CD players, stereos, telephone products

**Monitor Power Management Campaign**

## Power management

- 54 million office computers and monitors use 1% of U.S. electricity
- More than half is wasted: 60% left on at night; 45% of monitors not power managed
- Under power management, monitor power use drops from 60-90 watts to 2-10 watts.
- A 1,000-monitor office could save 200,000 kWh by enabling power management.
- Turning off computers at night can double the savings
- www.energystar.gov/powermanagement

## Power Management Campaign

- Campaign Elements
- Demonstrate the virtues of monitor power management to end users and organizations
- Provide software tools to ease power management implementation
- Publicize successful efforts through a PR campaign

## Power Management Results

- Total of 370,500 computers addressed
- 29,900 through 22 organizations that have completed monitor power management enabling
- 45,850 through 15 organizations that have partially completed monitor power management enabling
- 294,760 through Website software downloads and site visits

_**Evaluation Activities**_
**Retail Store Level Assessment**
**Product Testing**
**Data Gathering**

## Retail Store Level Assessment - Goals

- Mystery Shopping
- Assess salesperson knowledge of Energy Star and extent messaging is used in sales process
- Point-of-Sale/Point-of-Purchase Check
- Check visibility/presence of Energy Star in-store displays by department
- Shelf/label inventory
- Track availability/visibility of Energy Star qualified and labeled products in stores

## RSL Basics

- First round (fall 2001)
- 5 national retailers
- 7 cities
- 7 products
- Future plans
- 3 rounds per year
- some variation in products/retailers
- lighting showrooms/local appliance dealers included on a limited basis

## Findings: Mystery Shopping

- Assessment based on
- Did they know what Energy Star is?
- Did they introduce Energy Star without prompting?
- Did they explain Energy Star correctly?
- Average “score” 40 on 100-point scale
- highest scores in appliance departments
- lowest scores in home electronics departments

## Findings: POP Check

- 70% of appliance departments display Energy Star POP
- much less prevalent in lighting departments
- nonexistent in electronics departments
- generally more prevalent in areas with active regional programs

## Findings: Product Inventory

- Shelf area devoted to Energy Star bulbs ranged from 10-30% (highest in CA)
- Inventories
- Energy Star qualified light fixtures: 1-10%
- Energy Star qualified appliances: 18% for clothes washers, 30% for dishwashers, between 20 and 50% for refrigerators
- Energy Star qualified TVs: 30%

## Findings: Labeling

- More than 86% of qualifying appliance products are labeled
- About 70% of lighting products are labeled
- Appliances rarely mislabeled; some potential mislabeling of lighting products
- TVs
- less frequently labeled
- major gaps in qualifying product lists

## Product Testing

- Manufacturers test and self certify products
- EPA reserves the right to test any product submitted
- Protect brand and partner investment in program
- Verify manufacturers’ results
- Formal testing process
- Focus on product that contribute most to pollution prevention
- computers, monitors, TVs
- other products later
- some ad-hoc testing

## Product Testing

- Third Party Lab(s) will purchase product, do testing, and report results
- 10 labs contacted, 1 or 2 will be picked
- Lab chosen based on cost, reputation, quality, variety of services offered, and nationwide reach
- Products to be tested
- “Best sellers” as determined by market research firms
- Individual units tested will vary by geography
- Units purchased via retail and on the Internet
- Not intended to be a statistically significant sample

## Product Testing

- EPA will review results
- For failed products, EPA will work with manufacturer to determine and agree upon an appropriate course of action
- Onus is on the manufacturer to prove to EPA that their product meets specifications
- Results will be kept confidential

## Product Testing

- Update on PEARL - project implemented by the Lighting Research Center for check testing CFLs and residential light fixtures
- 3 rounds completed
- 60 products tested; 3 samples of each = 180 total products
- Results
- 20 manufacturers contacted by EPA and DOE regarding compliance
- One manufacturer removed from program
- 15 products de-listed

## Data Gathering

- To document impact of ENERGY STAR on product design and sales and to feed into evaluation of program’s market penetration impact
- Data from manufacturers to fulfill Partnership requirements
- Qualifying product information feeds into database and website; gives a more robust account of performance characteristics
- Sales data on Energy Star labeled products
- Data from market research firms through purchased reports or commissioned studies
- Concentrating first on office equipment, consumer electronics, and heating and cooling equipment

**Logo Use Monitoring**

## Logo Use Monitoring

- We track logo and name use in
- Advertisements (monthly)
- Editorial coverage (monthly)
- Web use including domain names (quarterly)
- We look at
- Numbers of companies using logo/name
- Numbers of advertisements containing logo/name
- Major and minor violations
- Repeat violators

## Logo Use Violations

- Minor Violations
- Improper/incorrect use of logo
- Use of out-of-date logo
- Use of name in other than small caps or failure to display ®
- Use of logo in a company name, product name, service name, domain name, web site title, etc.

- Major violations
- Alteration of logo or its use in another logo design
- Use of logo to imply endorsement
- Unauthorized use of logo
- Use of logo in association with unqualified products
- Use of logo to disparage ENERGY STAR, EPA, DOE, or other government body

## March 2002 Violations

- Out of 690 companies advertising with ENERGY STAR:
- 7 partners with minor violations
- 82 non-partners with minor violations
- 0 partners with major violations
- 2 non-partners with major violations
- 10 repeat violations

## Logo Use Monitoring

## Logo Use Monitoring

## Logo Use Monitoring - Trends

- Logo use and editorial coverage have increased compared to last year
- Most big partners are getting it right
- Problem areas
- Window manufacturers are most common repeat offenders
- Unauthorized logo use (by non-partners)
- HVAC contractors
- Improper use of the logo in advertisements (not placed next to qualified product)

## Product Specifications

- New product specs finished in 2001/02:
- Ceiling fans
- Ventilation fans
- Telephony
- Commercial solid door refrigerators and freezers
- Light commercial HVAC

- Specs under revision in 2001/02:
- Residential HVAC
- TV/VCR
- Monitors
- New product specs being explored in 2002
- Vending machines
- Food service equipment
- Air purifiers