Marketing Plan | California SWMEO | December 17, 20091
Engage 360 – Towards a new norm of energy behavior
Julie Rowey
Anne Dougherty
Helen Gould
Hunter Marshall
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Agenda
Vision, Mission and ProcessBehavior‐based SegmentationBrand Strategy & Identity Marketing & Communications Strategy
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California Energy Efficiency Strategic Plan ME&O Mission
The mission of Marketing, Education & Outreach is to increase consumer awareness and participation in demand‐side management activities and to encourage behavior changes that save energy, reduce greenhouse gas emissions, and support clean energy solutions.
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2020 Vision
A new norm of smart energy use in California —Smart Energy Living is a way of life for 80% of the state.
Smart Energy Living is defined as:
• Getting the right stuff (efficiency)
• Fixing the leaks (envelope)
• Doing the right thing (conservation)
• At the right time (demand response)
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Direct Research
Exploratory Ethnographic
Segmentation
Brand Assessment
Verbal Identity
Bring the brand idea to life verbally
Name
High‐level messaging
Visual Identity
Bring the brand to life visually
Logo
Supporting visual elements
Marketing Plan
Marketing plan
Integrated communications plan
Brand Strategy
Positioning and support
Brand idea
Brand story
Brand Guidelines
Provide interpretation and guidance to stakeholders who are responsiblefor managing the brand
Campaign Strategy & Execution
Develop and deploy integrated media and grassroots campaign
The Development Process
Web Portal Development
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ResearchAnne Dougherty, Opinion Dynamics
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Engaging Californians in a One‐to‐one Conversation
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ALWAYS
Attitudes
Awareness
Knowledge
Behavior Change
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Finding a New Approach to Engender Change
Golly, I can save money, energy,
and the environment?
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Focus on Behaviors
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Address Barriers
Inconvenience “Do you really expect a guy to unplug his TV after each use?”
Aesthetics “I don’t think fluorescent lights look good here!”
Indifference “There’s nothing specific that prevents us. We just haven’t done it.”
Household dynamics
“The kids are awful because they don’t care, they don’t pay the bills!”
Skepticism“I don’t have much control over the bigger issues. Therefore I don’t want to deal with it”
Safety/Comfort “In general I try to leave one light on when I go out.”
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Acknowledge Our Complexities
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Pay Attention to Semantics
81%
59%
0%
20%
40%
60%
80%
100%
Recall of Ads
DemocratsRepublicans
Create a message that will be heard
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“No on Prop 23” is not the mandate in many counties
San Francisco, Marin, Santa Clara, Los Angeles voted 70-80% no
15 “no” counties were > 47% yes!
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Looking to Kansas
Climate Change
Global Warming
Sustainability
Carbon Neutral
Creation Care
Foreign Oil
Threat Multiplier
Energy Independence
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Environment• Plant & Animals• GHG• Natural Resources
Foreign Oil• Independence• Security• Economy
Health • Environment• Pollution• Toxic Waste
Future Generations• Survival• Resources• Health
Dig Deeper on Motivations
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Brand Strategy & IdentityHelen Gould, Interbrand
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Brand Strategy: What the Brand Stands For
Progressive Inspiration
We find the next ways to help you make the most practical, relevant energy choices every day
Meaningful Change
We lead change and measure progress to make the movement meaningful to everyone
Trusted Source
We are a go‐to authority for all smarter energy developments and information
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The Brand Story
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It doesn’t matter if you’re liberal, conservative, independent, or other. Regardless of your ethnicity, income level, or age; where you live or what you do; whether you believe in global warming or not, one thing is for certain:
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The world cannot continue to use energy at the same rate, in the same ways, from the same sources. It’s simply not sustainable.
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We need to change not only how we use energy, but how we think about using energy. We must re‐examine our assumptions and actions and make new ones.
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For some, this means adopting additional smart energy habits. For others, this will be a new way of looking at the world they live in. For all of us, it’s a reminder that we need to increase our efforts on the journey toward a sustainable environment, economy, and way of life.
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We will grasp the future and propel ourselves forward.
We will continue to be bold, decisive, and cutting‐edge; innovative and unafraid.
We will lead the U.S. in smart, responsible energy use.
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It won’t be easy, and it won’t be quick.
Together, step by step, we will make a difference, today and every day.
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Our path is clear:
We must know more, care more, do more, be more.
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INTRODUCING . . .
The Website: engage360.com
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Marketing StrategyHunter Marshall, Draftfcb
33Photo: Plastic Bottles, Chris Jordan © 2008. Two million plastic beverage bottles, used every five minutes in the US
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81% of Californians strongly believe everyone should reduce their energy use,
yet we are still wasting 25% of the energy we buy.
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AlexThe LeadingAchiever
CarlosThe PracticalSpender
BettyThe StrivingBeliever
DonnaThe ThriftyConserver
EricThe
Discon‐nected
Efficiency
Conservation
Concern for Convenience & Comfort
Source: Opinion Dynamics Corporation, 2009
Establish who to focus on
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Alex The Leading Achiever
Carlos The Practical Spender
“I’m already doing all I can.”
“It’s not my job.”
Two targets, different barriers
Both are homeowners who over‐index on efficiency –but for very different reasons
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We CAN do more.There are opportunities all
around us to use the cleanest, cheapest source of energy.
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The smart energy marketing dilemma
To create a new norm of smart energy living, we must convert existing intentions into everyday actions.
We have a relevance problem, a knowledge problem, and two targets who are motivated by very different benefits.
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Should we…
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Should we…
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Should we…
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Dancing guy video
http://www.ted.com/talks/view/id/814
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Key insight
Broad scale behavior change is driven by people copying other peoples’ behavior.
We must establish the optimal conditions for this to take place.
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Our 6.5 Second Strategy
Make saving energy personal
Make energy waste tangible
Make changing habits easier
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Our Tactics
Set an inspiring goal
Use people as media: fuel influencers to gain commitments and co‐create messages
Amplify the influencers to their followers
Evangelize outside of the temple
Go broad when there is enough groundswell
Live in beta
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Using influential people as media
Inspire
Join
Leaders
Focus
Norm
Create
Amplify leaders
Firstfollowers
Sponsor & Curator
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Living in beta
Recruit leaders Activate leaders
Share leader stories
Expand message
Broad activation
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Initial role of Engage 360: focus and amplify leaders
Tactics: Social Media, Digital, PR, & Grassroots Outreach
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Evangelize outside of the temple
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Use digital to inform, create, distribute
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Utilizing People as Media to Make Saving Energy Personal
We need leaders like…YOU!
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Thank you