# Presentation: 303007

## ENERGY STAR: Enhancing our Efforts for the Future

Logo / Brand Evolution

- Logo / Brand Evolution

* *

## Americans on Energy, the Environment and Product Purchasing

- Many Americans are concerned about the environment and believe that saving energy helps the environment
- 87% strongly agree or agree with the statement “I’m very concerned about the environment”
- 97% strongly agree or agree with the statement “Saving energy helps the environment”
- 93% of people believe that saving energy is important

## Americans on Energy, the Environment and Product Purchasing

- 95% of consumers believe that each of us has to be responsible in our energy use and that they as an individual can make a difference
- 74% of consumers believe that “A product is better for the environment” is a somewhat to very important consideration when purchasing an appliance or other energy-using product.
- 72% of adults “...make a special effort to look for products that are energy efficient.”

## Energy Star mark not pulling its weight
Existing mark has limitations on three levels: 
the meaning and associations of the mark
technology
little emotional content
consumers want more than dollar savings
the aesthetic values and meaning of the mark are outdated
the practical and executional limitations of the mark
not read as Energy Star
recessive  
Mark is not the workhorse it could be
Many currently under leverage the mark
Some partners alter mark to meet own purposes 
Awareness is compromised by current mark

- Existing mark has limitations on three levels:
- the meaning and associations of the mark
- technology
- little emotional content
- consumers want more than dollar savings
- the aesthetic values and meaning of the mark are outdated
- the practical and executional limitations of the mark
- not read as Energy Star
- recessive
- Mark is not the workhorse it could be
- Many currently under leverage the mark
- Some partners alter mark to meet own purposes
- Awareness is compromised by current mark

*There is a Clear Hurdle to Continued Growth*

##     Example of current mark

Can read SEARS, Kenmore, and TRANE

Where is ENERGY STAR?

- Can read SEARS, Kenmore, and TRANE
- Where is ENERGY STAR?

##     Again

**    ****Again**
- Can read LOWES, SHARP, etc
- Can you read ENERGY STAR?

## What we want in refinement of ENERGY STAR mark  

- Strategic
- Should support an environmental message
- Should offer breadth of opportunity
- Should elicit more emotional response.
- Aesthetic
- Should feel in tune with the times, but enduring
- Practical
- Should not be recessive.
- Should suggest a source of authority; government backed.
- Should be read as “Energy Star”.
- Should be self supportive
- Should be easy to transition

## The New Mark and Why

- It is a relatively easy change to make
- Can now be read as ENERGY STAR
- Not recessive, works better when small
- Box is stronger, more authoritative
- Blue is aspirational
- One color makes it easy, more recognizable

***Government sponsorship and source of authority -- isn’t part of mark, but will be an important part  of our messaging***

## Recommendations for the other marks

- Words below make the mark stand out

## New mark does

- work  better
- ENERGY STAR adds value, compliments Partner offering

- <date/time>

## What is the ENERGY STAR label?

- designates a product that protects the environment through superior energy efficiency (with no tradeoffs in performance)
- more than 13,000 products now carry the ENERGY STAR
- Americans have purchased more than 750 million products that have **earned **the ENERGY STAR
- Products **earn** the ENERGY STAR by **meeting strict energy efficiency guidelines** set by the US Environmental Protection Agency and the US Department of Energy.
- The ENERGY STAR designates products that protect the environment through superior energy efficiency without sacrificing product features, quality or personal comfort.

## Lighting Promotion Signage

-  True Value easel display
-  Features rebate offers
-  CAL look and message
-  Demonstrates leveraging between retailer, manuf., and utilities
-  Many NE Utilities including Cape Light Compact, Mass. Electric, Western Mass. Electric, NSTAR and Unitil (10/02)

## Lighting Promotion Hang Tag

- Hang Tag produced in cooperation with CT Light and Power features *Change A Light* messaging and graphics (10/02).

## Osram Sylvania Lighting Promotion Ad

*Osram Sylvania **Lighting Promotion Ad*

- 13 ads appeared in 8 dailies
- nationally,
- including
- Washington
- Post, Sacramento Bee, Boston Globe and more
- $500,000 of dedicated ads (50% leveraged from utilities)

## 2002 Lighting Promotion

- More than 120 participants, more leveraging, more “buzz”, more goals met
- Radio News Release: 912 broadcasts, 6.5M listeners
- Print and Web Media: 13 articles, 134M readers, including:
- Yahoo! Finance
- Washington Post
- Washington Times
- Environmental News Service
- CBSMarketWatch.com (MEEA)

## Slide 17

## Transition Plan

- EPA/DOE notify partners -- November
- Trade mark registration/International agreements
- EPA/DOE adopt new mark in materials for release beginning in January
- ENERGY STAR web site
- Partner of the Year Awards
- phase 3 of Change PSA

## Transition Plan

- New mark broadly available to partners -- early January
- November 15 for long-lead materials on case-by-case basis
- After January, partners integrate new logo into materials and onto products at their soonest opportunity
- Full transition to new logo expected to take 2 or more years

## Transition Plan

- Office equipment products transition in final phase
- accommodate change to EU agreement in 2005
- allow for coordinated timing of new product labeling requirement and transition to new logo

## Key Discussion Questions

- Does the proposed transition plan adequately address your needs?
- Comments/input on messaging approach
- allowing greater leverage
- offering greater flexibility