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2010 MARKETING RESULTS

Leigh Winterbottom

Results PresentationMarch 2011

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WEBSITE – OVERALL RESULTS

Strategy: Build web visitorship through search engine optimization and increased media to web advertising.

� 614,690 website visits

� 23% increase in website traffic compared to 2009

(increase of 115,226 site visits)

� An average of 1684 visits per day vs 1366 per day in 2009

� 240,339 single visitors coming to the site.

280% increase from 2005 to 2010

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WEB TRAFFIC: 2005-2010

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100,000100,000100,000100,000

200,000200,000200,000200,000

300,000300,000300,000300,000

400,000400,000400,000400,000

500,000500,000500,000500,000

600,000600,000600,000600,000

700,000700,000700,000700,000

2005200520052005 2006200620062006 2007200720072007 2008200820082008 2009200920092009 2010201020102010

# of# of# of# ofvistsvistsvistsvists

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SOCIAL MEDIA: FACEBOOKStrategy: Leverage the power of social media to raise awareness of Efficiency Vermont

�Maintain an interactive, Facebook fan page with engaging content and regular communications (3-4 poster per week)

�Content: Residential energy (70%); Business (30%)

�1388 fans; up from 344 at the end of 2009. (VEIC employees about 5% of fans)

�Post feedback: 347 (# of comments & likes)

�Post views: 16,102 (# of times people (fans and non-fans) have viewed a news feed story posted by Efficiency Vermont’s page)

�2 contests in 2010

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SOCIAL MEDIA: TWITTERStrategy: Leverage the power of social media to raise awareness of Efficiency Vermont - 1 new tweet/day

�@EfficiencyVT had 250 followers at the end of 2010.

�Followers:

• Businesses- 14%

• Individuals – 34%

• Media – 8%

• Like-minded orgs – 19%

• Partners – 6%

• Others – 15%

• Politicans - >1%

�We are on 22 lists created by our followers.

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PUBLIC RELATIONS

Strategy: Continue successful PR campaign of previous years, with additional support for GT areas and media training for relevant staff

�Advice Columns development & placement

�Media Trainings

�Social media (i.e. Facebook & Twitter)

�Story placement including trade publications, print and

e-newsletters, community papers, business pubs, daily newspapers,

radio, TV, and on-line media.

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KSV PLACEMENT PR STATS

3,236,739 circulation (KSV placed media)

Ad equivalency $73k (PR budget $120k)

2009: 42,755,840; (MSNBC.com)

2008: 13,948,438 (HGTV spot & Wall Street Journal article)

2007: 10,773,911 (New York Times article)

2006: 7,196,988

2005: 5,811,585

2004: 822,326

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OVERALL MEDIA PLACEMENTS

2010Placements

TV: 37

Radio: 28

Print: 600

Online: 33

TOTAL: 698 0

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minusrepeats

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2007:

�220 spots: VPT’s Public Square with Logan Brown & the Green Makeover video aired on 10 TV stations

�250 spots: Bob Murphy’s spot “Choosing Energy Efficiency lighting” and Jeff Gephardt’s spot on “Building Smart with Energy Efficiency” ran on Public Access TV.

2007 & 2008 – Wow, what happened?

2008:� 218 spots: Across the Fence

with Bob Murphy on 8 stations

� VT Public Television PSA with Bob M ran for 2 months

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ARTICLES & MARKET SUPPORT

Trade Association PublicationsTrade Association PublicationsTrade Association PublicationsTrade Association PublicationsAmerican Institute of Architects, Vermont

American Society of Heating, Refrigerating & Air Conditioning Engineers

Builders for Social Responsibility

Construction Specifications Institute

Energy & Environmental Building Association

Green Mountain Water Environment Association

Homebuilders of Northern VT

Homebuilders of Southern VT

Illuminating Engineering Society New England

New England Water Environment Association

Northeast Organic Farming Association

VT Agency of Agriculture (Agriview)

VT Apartment Owners’ Association

VT Builder/Architect

VT Department of Buildings & General Services

VT Grocers’ Association

VT Rental Property Owners’ Association

VT Retail Association

VT Rural Water Association

VT Ski Areas Association

VT School Boards Association

Business MediaBusiness MediaBusiness MediaBusiness MediaBusiness Monday section of Burlington Free Press

Battenkill Business Journal

Champlain Business Journal

Rutland Business Journal

Valley Business Journal

Vermont Business Magazine

OtherOtherOtherOtherGreen Mountain Habitat for Humanity newsletter

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EVT ADVICE COLUMNS

� Placed regularly in 39 papers

statewide (38 in 2009)

� Accounts for 4% of web traffic with

22,253 page views

� Most popular topics: #1 Pools,

Hot Tubs & Saving Water;

#2 Insulation and Weatherization

� 12 columns/year

� 3,233 web pageviews

(.6% of web traffic)

� 4 VT Business Journals:

52,700 circulation

� Most popular topics:

#1 Refrigeration; #2 Lighting

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MEDIA TRAININGS� 9 staff were media trained from RES & BES

� Post-training surveying includes:

• Please share your overall impression of the media training –

100% said useful/very useful.

• Was the media training valuable to you in your role in the

organization? – 66% said valuable/very valuable.

• What is the likelihood that you will use the concepts and skills learned

during the media training session? – 100% said likely/very likely.

� Training to continue in 2011, one budgeted per 6 months

“It made me feel much more at ease with the idea of having to do an interview.

Great to have the framework of crafting the message and the tips on how to think about

& address the interview. I feel much more confident about the whole thing. Thanks!”

– a trainee

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2010 MEDIA STAR

� Summer Energy Tips (the BUZZ, WIZN, WJOY, WOKO, WKOL)

� WOKO – “Rich & Mary’s Morning Mess”

� The Point (104.7) w/ George T

� WBTN (St J)

� WCAX (TV) “How to Make Your Home More Energy-Efficient”

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BBD 2010 COVERAGE

PrintPrintPrintPrint: Vermont Business Magazine, Burlington

Free Press (4 different articles!)

TVTVTVTV: WCAX – with Peter Schneider interview; WPTZ – with Scott Johnstone interview (also

posted on-line)

RadioRadioRadioRadio: WDEV’s “The Mark Johnson Show”

broadcast from the Sheraton – 2 hour remote

Trade pubsTrade pubsTrade pubsTrade pubs: articles placed in IES, ASHRAE, Builders for Social Resp., HBRA (No & So VT),

AIA, EEBA listing, VT Business Magazine

newsletter (also on-line), CSI newsletter.

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RADIO HIGHLIGHTS� New staff doing interviews: Matt S, Jeff M, George T, Mike M, Bruce C, Tim P

� New Stations:

� WTSA (Brattleboro) “Dummerston Open Home” with Jeff Manney

� WBTN (Brattleboro) with Mike Middleton

� WNMR (Burlington) “Corm and the Coach” with Logan Brown

� WSTJ (St. Johnsbury) “Viewpoint” with Bruce Courtot (twice!)

� North Country Public Radio (Neighborworks)

� WDEV

� “Mark Johnson Show” – Jon Floyd on Plainfield Open Home and Mike Russom &

John Sayles of VT Food Bank

� WKVT (Brattleboro)

� Chuck Clerici once per month w/additional guests: Putney School & Maclay

Architects; Matt Sharpe & HP Contractor John Evans; Logan Brown & HP

Contractor Jonathan Dancing; Mike Middleton

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IN PRINT HIGHLIGHTS

� Northeastern Vermont Regional Hospital (Caledonia Record, VT

Business Magazine e-newsletter & vermontbiz.com)

� Lamoille Community Connections (Morrisville News & Citizen, VT

Business Magazine e-newsletter & vermontbiz.com)

� Home Performance Success Stories (The World (Barre), VT Commons,

Brattleboro Reformer print & on-line)

� NewLIGHT (Vermont Business Magazine, Brattleboro Reformer)

� Tech Vault (The Other Paper, Burlington Free Press’ Business Monday,

Brattleboro Reformer, The Vermont Observer, Business People Vermont)

� VT State Archives (Times Argus, Rutland Herald, The World)

� Bi-annual Seasonal Tips in 11 daily and community pubs across VT

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TV HIGHLIGHTS�CCTV

• Preservation Burlington: E-E for

Older, Historic Homes w/Dave

Keefe (aired 7X)

• Home Energy Advice w/Dave Keefe

(aired 9X)

• Positively Vermont: HP wESTAR

w/Logan (aired 7X)

�WCAX (CBS)

• BBD w/Peter S

• ARRA rebates w/Mike R 3/8 & 5/11

• Spring Tips w/Bob M

• HP & summer tips w/Logan B

• Home heating w/Logan B

�WPTZ (NBC)

• BBD w/Scott J

• Summer Tips w/Dave Keefe

• 2nd Fridge turn-in

• Small Biz ambassadors w/Bill B

• Tech Vault w/Tim Perrin

• 99cent bulbs w/Mike R

�WFFF (FOX)

• ARRA rebates w/Mike R

• 2nd Fridge turn-in

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OTHER MEDIA HIGHLIGHTS

�New Brunswick Business Journal

�Plastics News (GW Plastics)

�New York Times Green Blog - Habitat for

Humanity & Peter S

�Biz Energy Ambassadors: ibrattleboro, VT

Today, Rutland Herald, Advocate Weekly,

Times Argus

�DOE Housing Grant (Rutland Herald

w/Peter A)

�PACE (Minnesota Public Radio)

�Men’s Journal (VT Ski Areas)

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E-NEWSLETTERS

“Watts New” email newsletter (11 issues)

�2006 users total (400 signed on in 2010)

�An average of 32% open rate - extremely high. In general, the average open rate of commercial email is roughly 20%.

“Contractor News” email newsletter (4 issues)

�107 subscribers; 49% open rate!

Lighting e-newsletter (7 issues)

�681 subscribers; 42% open rate

Hospitality e-newsletter (1 issue)

�179 subscribers; 29% open rate

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TRADE & BIZ ADVERTISING

Strategy: Targeted ads to support EVT Market activities and goals

�Trade pubs, business pubs,

community papers, and

consumer pubs in VT & NE

�35 publications

�Brought media buying

in-house in 2010

Agriview,

2010

VT Builder/Architect,

2010

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MATERIALS FOR MARKETS

Strategy: Create effective and customer-friendly materials to meet and support Market goals.

�iLED, Green Grocer, BNC

�And more... (See Binder)

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SMALL BUSINESS CAMPAIGNGoal: Increase savings from to

10,000 mWh from 3000 mWh in 2009.

Messaging: Together, we can help Vermont’s small businesses save money by making smart energy choices...

Topic: Lighting

Call to Action: Learn more at evt.com or call EVT.

Recipients: 17,500 small biz owners & contractors

Results: call volume up 50% to call center

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KAM & MARKETING – A New Partnership

National Life event, Nov 2010

Omya Presentation, October 2010

KAM e-newsletter; 558 recipients; 28% open rate

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GT CAMPAIGN

�Continued and expanded use of Key Influencer Ads

�CFLs, Advanced Power Strips, Home Performance and Specialty Bulbs

�Daily and Community papers

�2nd fridge turn-in

• 2811 units picked up & disposed

• Media Coverage: WPTZ, WFFF, WVNY, Brattleboro Reformer, Brattleboro’s The Commons

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4 OPEN HOMES: 128 attendees

PrintPrintPrintPrint: Brattleboro Reformer, Hardwick Gazette, The Bridge, The

Other Paper, Burlington Free Press,

Seven Days, VT Observer

TVTVTVTV: WCAX (ch. 3)

RadioRadioRadioRadio: WDEV “Mark Johnson Show” w/Jon Floyd, WTSA w/Jeff Manney, WKVT w/ Matt Sharpe & HP Contractor John Evans East Dummerston – April 18

“I'd say the open house was a rousing success.”

- Bill Powell, WEC, partner

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HOME PERFORMANCE

Strategy: Strategy: Strategy: Strategy: Build awareness of HPwES program and the benefits it brings to homeowners, priming them to take action

� Print ads in 19 papers

• new messaging, testimonials & customer photos

� Vermont Public Radio

� Direct Mail

• 2 mailings (initial contact and follow up)

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NEW PARTNERSHIPS

Strategy: Leverage key partnerships to build awareness of HP and other RES programs

�ECHO

�AARP

�CVPS

�GMP

�VEC

�WEC CVPS Bill Insert

ECHO Signage

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Let’s go to the Video Tape…

Strategy: To use the video medium to increase customer understanding of complicated topics.

2010 topics:

�“How to use an Advanced Power Strip” w/Logan B

�“What to expect from your Energy Audit and Home Improvements” w/Dave K and Bethanny B

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KEMA EVALUATION

“Efficiency Vermont created a memorable ad campaign [and] achieved noteworthy levels of awareness for its New Bulb in Town television ads”

Ad Awareness � Efficiency Vermont should consider continuing its western-themed New Bulb in Town

television ad campaign for CFLs and develop additional messages based on the findings presented below.

Ad Images� Efficiency Vermont should continue to educate consumers regarding the variety of CFL

styles available in the marketplace.

� Efficiency Vermont should consider straightforward messages regarding the range of styles and their applicability for its next generation of CFL ads.

� Efficiency Vermont should also consider continuing to display specialty lamps in its ads with the embedded spiral shapes clearly discernable to viewers

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CFL CAMPAIGN: Jesse Watts

�Two new 30 sec TV spots

�New topics: Replace every bulb

with a CFL and/or specialty bulb

�Re-ran Mercury disposal ad

�Media/ad Outlets:

• broadcast & cable TV ads

• digital banner ads

• Google ad words

• print ads in daily & GT

community papers

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CFL CAMPAIGN: Specialty Bulbs

Strategy: Use POP, print and radio in statewide advertising to promote 99¢ specialty bulb pricing.

� 21 radio stations

� 21 daily/comm pubs

� October to December

� RadioSpot.zip

Aisle Violator Print Ad

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2010 TRAININGS & WORKSHOPS

� Project Management Workshop – Amy

� AMA Non-Profit Marketing Conference – Leigh

� Behavior, Energy & Climate Change Conference – Nicole

� E-Source – Utility Marketing Conference – Jon

� E-Source – Social Media Conference - Alison

� ENERGY STAR Partners Meeting – Sharon and Alison

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In their words…“I have been delighted with the contributions that AlisonAlisonAlisonAlison andandandand AmberAmberAmberAmber

have both made to the DC effort! Really good work by both of them, and I have so appreciated their attitudes and responsiveness!”

- Elizabeth Chant

“I wanted to share my sincere appreciation for all of the hard work that Maria & Anna completed leading up to BBD. Their support in launching two of my programs (Lighting eNews and RELIGHT) coinciding with the conference was nothing short of amazing. I know their plates are more than full with other projects, but they still managed to get everything done for me and at a high level.”

– Dan Mellinger

“I've said it before but will say it again. NicoleNicoleNicoleNicole is a peach. I am SOOO excited that this newsletter is happening… Great, great accomplishment”

– Kate Hunter

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Now we’re blushing…“GraceGraceGraceGrace, I want to thank you for doing what you do to help us.

It's recognized and appreciated not only by me but by the entire team. You've taken time to get to know us and you quickly address our issues so we can have what we need to best serve our customers. That's good stuff.” – Eric Rutz

“I had great meetings today with your staff with compliments to - Noah for managing the evt.com so well- Amy for a good discussion on the columns- Nicole for her thoughtful and great work with the KAMs at NL- Jon for grasping what is needed on the outreach piece.

And that was just today. Great group.” – Jim Merriam

“It really has been a team effort to make [2010 CFL sales] happen. The marketingmarketingmarketingmarketing support and customer support support and customer support support and customer support support and customer support groups have really

performed exceptionally...” - Mike Russom

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Thank you!

Questions?

Dec 9, 2010 Ronald McDonald House