# Presentation: 274531

## Announcing the ENERGY STAR   Cool Your World Campaign

## National Campaign Value in Perspective

- ENERGY STAR campaign: A nationally coordinated effort to promote a specific product category
- Distinguished by timing, “aspirational” tagline/call-to-action, distinct look and feel, national PR overlay, and joint partner action
- Benefits:
- Anticipated, consistent timing
- Can help organize EEPS -- easier for manufacturers and retailers
- Raises interest in and sale of ENERGY STAR qualified products at key times in the year
- National platform with flexibility to tailor to meet your goals
- Encourages more consistency in presentation of ENERGY STAR with free marketing materials and messaging points
- Helps increase ENERGY STAR awareness/understanding (serves everyone)
- Invites formation of partner “teams”
- With advanced notice, partners can dream up joint activities, ways to leverage resources

## Introducing the ENERGY STAR Cool Your World Campaign

- Summer campaign to encourage Americans to “cool their world” at home with ENERGY STAR qualified cooling products -- to save energy, stay comfortable, and protect our environment
- Tagline/call-to-action: “Cool Your World with ENERGY STAR”
- Allows partners to address customers’ need to save energy and money in summer without sacrifice -- and a way for them to feel good about their choices

## Introducing Cool Your World

- Retail product focus: Programmable thermostats, room a/c, dehumidifiers, ceiling fans (w/lighting)
- Allows cooling products to be “bundled” or promoted separately
- Consumer education needed on use of programmable thermostats and ceiling fans in order to help save most energy
- Who’s invited to participate: Energy Efficiency Program Sponsors (EEPS), manufacturers, retailers, +

## National Public Relations Strategy: 
Expands beyond campaign’s retail products to answer question of how to cut energy bills in the summertime more completely (i.e., HVAC will continue to be integral to the PR outreach)
Will address the question of what we mean by “Cool Your World with ENERGY STAR” by explaining link between using less energy and preventing greenhouse gas emissions
Tactics will include Satellite Media Tour with EPA spokespeople, National Radio News Release,  TV broadcast, print, Internet, syndicated writer outreach,  EPA press release (Memorial Day), and trade publications outreach 

- Expands beyond campaign’s retail products to answer question of how to cut energy bills in the summertime more completely (i.e., HVAC will continue to be integral to the PR outreach)
- Will address the question of what we mean by “Cool Your World with ENERGY STAR” by explaining link between using less energy and preventing greenhouse gas emissions
- Tactics will include Satellite Media Tour with EPA spokespeople, National Radio News Release,  TV broadcast, print, Internet, syndicated writer outreach,  EPA press release (Memorial Day), and trade publications outreach

- Introducing Cool Your World

## New marketing CD to build own materials:
Customized guides to participation highlighting all marketing creative and suggested use
Bill stuffer
Web banner and Web icon
In-store banner example
Product marketing language and background info.
Product images for customizing creative
Spanish Web banner, icon and key language under consideration 
Training materials

- Customized guides to participation highlighting all marketing creative and suggested use
- Bill stuffer
- Web banner and Web icon
- In-store banner example
- Product marketing language and background info.
- Product images for customizing creative
- Spanish Web banner, icon and key language under consideration
- Training materials

- Introducing Cool Your World

## Sample of creative look and feel
Bill stuffer promoting all featured products (generally used by utilities)

- Bill stuffer promoting all featured products (generally used by utilities)

- Introducing Cool Your World

## Example of [draft] creative promoting one product:
Specific language on thermostats will replace generic text
Additional suggested product marketing language in marketing document on CD

- Specific language on thermostats will replace generic text
- Additional suggested product marketing language in marketing document on CD

- Introducing Cool Your World

## Training Resources: use turnkey product-based tools provided or use our staff/personnel resources to design/implement training programs to meet your needs

Retailers: Train sales associates about products using your current training vehicles
Presentations, fact sheets, other materials
Training programs can be designed exclusively for retailers

Manufacturers/Vendors: Educate sales reps for retail accounts about ENERGY STAR qualified products currently/soon-to-be stocked
Presentations, fact sheets, other materials
Let us help you revise your sales training tools before spring 2005

EEPS: Let ENERGY STAR help aggregate training plans and tools for resource efficiency (we’ll ensure regional specificity)
Combine messages in presentations, fact sheets, other materials
Increase your investment (time/money) by ENERGY STAR distributing more widely
Provide additional value to vendors and to mass retailers

- _Retailers_: Train sales associates about products using your current training vehicles
- Presentations, fact sheets, other materials
- Training programs can be designed exclusively for retailers
- _Manufacturers/Vendors_: Educate sales reps for retail accounts about ENERGY STAR qualified products currently/soon-to-be stocked
- Presentations, fact sheets, other materials
- Let us help you revise your sales training tools before spring 2005
- _EEPS_: Let ENERGY STAR help aggregate training plans and tools for resource efficiency (we’ll ensure regional specificity)
- Combine messages in presentations, fact sheets, other materials
- Increase your investment (time/money) by ENERGY STAR distributing more widely
- Provide additional value to vendors and to mass retailers

- Introducing Cool Your World

## Manufacturers: 
Add ENERGY STAR to existing promotions with retailers
Co-brand POP, produce and distribute to retailer
Modify product packaging
Consider new retail promotions integrating ENERGY STAR
We’ll help you invite, unite and leverage utility resources
ex. GE/Wal*Mart co-marketing approach with Change a Light ‘04
Use CYW materials to produce co-branded magazine, newspaper or radio ad
Ceiling fan manufacturers: work together with us to approach showrooms where you supply product

Retailers:
Be receptive to manufacturers and utilities who approach you with CYW marketing materials and/or co-marketing ideas
Educate customers through POP, in-store bundled or individual product displays, circulars, Web page information, and/or well-versed sales staff

- Add ENERGY STAR to existing promotions with retailers
- Co-brand POP, produce and distribute to retailer
- Modify product packaging
- Consider new retail promotions integrating ENERGY STAR
- We’ll help you invite, unite and leverage utility resources
- ex. GE/Wal*Mart co-marketing approach with Change a Light ‘04
- Use CYW materials to produce co-branded magazine, newspaper or radio ad
- Ceiling fan manufacturers: work together with us to approach showrooms where you supply product
- Retailers:
- Be receptive to manufacturers and utilities who approach you with CYW marketing materials and/or co-marketing ideas
- Educate customers through POP, in-store bundled or individual product displays, circulars, Web page information, and/or well-versed sales staff

- Introducing Cool Your World: Ways to Participate

## Take advantage of free creative templates on CD
Educate your customers on Web site, through bill stuffers, newsletters, etc. -- link to energystar.gov
Reach out to manufacturers early with co-op opportunities
Co-brand and produce POP for in-store
Consider offering lighting showrooms a “promotion-in-a-box”
Help train retail sales staff or retail customers in-store
Provide Cool Your World CD to local retail partners
Run educational radio ads
Send out a press release on cooling “smartly” in the summertime -- combine all cooling products
There’s lots more/different that you can do!

- Educate your customers on Web site, through bill stuffers, newsletters, etc. -- link to energystar.gov
- Reach out to manufacturers early with co-op opportunities
- Co-brand and produce POP for in-store
- Consider offering lighting showrooms a “promotion-in-a-box”
- Help train retail sales staff or retail customers in-store
- Provide Cool Your World CD to local retail partners
- Run educational radio ads
- Send out a press release on cooling “smartly” in the summertime -- combine all cooling products
- There’s lots more/different that you can do!

- Introducing Cool Your World: Ways for EEPS to Participate

## Use the campaign tagline, key call-to-action, “Cool your world with ENERGY STAR,” when promoting qualified cooling 
Use in text or use the graphic
Extend the tagline to suit your promotion -- ex. By cooling your world with an ENERGY STAR qualified X, you save energy and money at home and help to protect our environment
Define ENERGY STAR / provide context to customers
Use “Voice of Authority” building block or incorporate copy that explains ENERGY STAR to consumers
Tie energy savings to our environment
Ex. Saving energy at home means savings for our environment, too.
Ex. When you use less energy, you help to protect our environment (by preventing greenhouse gas emissions caused by electricity generation)

- Use the campaign tagline, key call-to-action, “Cool your world with ENERGY STAR,” when promoting qualified cooling
- Use in text or use the graphic
- Extend the tagline to suit your promotion -- ex. By cooling your world with an ENERGY STAR qualified X, you save energy and money at home and help to protect our environment
- Define ENERGY STAR / provide context to customers
- Use “Voice of Authority” building block or incorporate copy that explains ENERGY STAR to consumers
- Tie energy savings to our environment
- Ex. Saving energy at home means savings for our environment, too.
- Ex. When you use less energy, you help to protect our environment (by preventing greenhouse gas emissions caused by electricity generation)

- Introducing Cool Your World: If you do nothing else...

## What about room a/c overlap?

- Both the Cool Your World and Appliance Campaign include room a/c
- Different timing -- spring and summer
- Different approach -- CYW allows partners to promote cooling/efficiency benefits and bundling of cooling products, Appliance Campaign allows  appliance bundling and lends itself to turn-ins and recycling programs
- Flexibility -- do what best meets your goals

## What about HVAC?	

- HVAC will be the focus of a year-round communications effort coupling product promotion with proper sizing/installation messages + home and duct sealing
- Information and materials up soon on Web
- Revised HVAC consumer education guide, bill stuffer, home and duct sealing materials
- CYW marketing materials may be used to promote HVAC in summer
- HVAC will continue to be in summer PR
- Led by Denise Durrett and Dale Hoffmeyer, EPA

## 
Partner support -- account reps and teams at EPA and DOE help bring partners together 

Cool Your World CD out in early January  
To get a CD and be added to Update list: e-mail coolyourworld@drintl.com

- Partner support -- account reps and teams at EPA and DOE help bring partners together
- Cool Your World CD out in early January
- To get a CD and be added to Update list: e-mail _coolyourworld@drintl.com_

- Get involved in Cool Your World