Climate Change Central Staffing

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ENERGY STAR CLOTHES WASHER REBATE PROGRAM
HELEN CORBETT PAMELA KOSS
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OUTLINE

• Organization Background Role
• Program Overview
• Funding Partners
• Marketing Strategy
• Accomplishments
• Challenges Learnings

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BACKGROUND

• A not-for-profit private-public partnership in
  Alberta
• Core staff of 20 in Calgary and Edmonton
• Multi-stakeholder board

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ROLE

• Take action to reduce GHGs
• Program delivery
• Align initiatives to Albertas and federal
  governments plans
• Leverage

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Energy Solutions Alberta

• Energy Efficiency and Conservation
• Furnace Replacement Programs (2004 2005)
• LED Exit Sign Incentives
• Soak Up the Savings Clothes Washer Program

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PROGRAM OVERVIEW

• September 15, 2005 to March 1, 2006
• 50 rebate for ENERGY STAR clothes washer
• Additional 50 for residents of Calgary
• Application processing
• Rebate processing

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Application Form

• Retail appliance stores
• Web
• Mail

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Rebate Cheque

• Calgary-based company
• Printed, posted and mailed
• Opportunity for logo placement and additional
  promo

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FUNDING PARTNERSHIPS

• Program Funding
• NRCan
• Government of Alberta
• City of Calgary
• Industry Support
• Manufacturers
• Retailers

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MARKETING STRATEGY

• lt 7,000 to promote program
• Leveraged through utilities media

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EPCOR Bill Stuffer
EPCOR distributed to 650,000 customers in Alberta
(250,00 in Edmonton) Enmax distributed a bill
insert to 280,000 customers in the Calgary region
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Static Cling Sticker

• of stickers were sent to retail stores across
  Alberta
• Stickers adhered directly to ENERGY STAR clothes
  washers

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Static Cling Sticker

• Version used in Calgary to explain additional
  rebate

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Media Coverage

• 2 radio spots 22,000 reach
• 4 Television spots 270,000 reach
• 5 print articles

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Media Coverage vs. Web Hits
Media Coverage
Promotion from utilities
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CHALLENGES LEARNINGS

• New home construction large but complicated
  market
• Inconsistent messages from retailers to consumers
  better communication with retailers required
• Customer satisfaction issues
• FREE RIDERS!!!

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Would you have purchased an ENERGY STAR clothes
washer without this program?

• YES 86
• NO 14
• Free Riders or other factors

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ACCOMPLISHMENTS

• 8700 clothes washers purchased
• Water Savings
• Over 200 million Litres/yr
• Energy Savings
• 3300 MWh/yr
• Includes dryer savings
• GHG reductions
• Over 3000 tonnes
• Consumer s saved
• Approx. 450,000

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EDMONTON
Suite 1560, 10303 Jasper Ave. Edmonton, Alberta,
Canada Telephone [phone] pkoss_at_climatechan
gecentral.com
CALGARY
Suite 100, 999 8th Street S.W. Calgary,
Alberta Canada Telephone 403
517-2700 hcorbett_at_climatechangecentral.com
www.climatechangecentral.com www.energysolutionsal
berta.com