More than 1,200 manufacturers labeling more than 13,00

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ENERGY STARMarketing and National Promotion
Update

• ENERGY STAR Partner Meeting
• December 5, 2002

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ENERGY STAR Success

• More than 1,200 manufacturers labeling more than
  13,000 product models
• More than 400 retailers (16,000 storefronts)
  including Sears, Lowes, Home Depot, WalMart and
  Best Buy
• 160 state and utility partners supplying nearly
  60 of US customers
• To date, American consumers have purchased more
  than 750 million ENERGY STAR labeled products

3
ENERGY STAR Awareness

• ENERGY STAR is recognized by 40 of consumers
  nationwide
• Awareness exceeds 50 in areas where
  utility/state programs are active
• High brand loyalty most ENERGY STAR purchasers
  would recommend ENERGY STAR to a friend

4
Growing Interest

• Product related web visits up 37 since January
• from 80K to 110K
• About 1000 product-related hotline calls/e-mails
  per month
• high of 1,600 during CAL 01
• most popular appliance 20K /month
• followed by HVAC 12K / month

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Growing Interest

• Product related print articles range from 250-450
  per month
• In the past year, product related articles
  reached a circulation of more than 5 billion
• Top markets NY, DC, Houston, Chicago, LA, SF

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Growing Support

• More than 600 companies advertise Energy Star
  products per month in print
• up from about 500 a year ago
• About 8,000 print ads display the Energy Star
  label
• appliance and windows gt3000
• HVAC 1000

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Public Service Campaign Progress

• Distributed to 150 top TV markets, 50 top daily
  newspapers, 1000 magazines, 35 national radio
  networks
• More then 5 million in equivalent ad value (TV,
  radio, print)
• Airing in the best day-parts more than half the
  time
• Performing 15 better than the average government
  PSA

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Change Campaign Placement

• Phase II (SOHO) release - Nov 02
• personalized and tagged in target markets
• Re-release print to national magazines,newspapers
  - Oct/Nov 02
• Phase II cable release - winter 02
• Radio DiscPack - winter 02
• Phase III (Homes release) - Mar 02

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Back-to-School Media Outreach

• Top 75 markets
• Included virtual pitch, fast fact sheet, dorm
  room fact sheet, shopping checklist plus
  one-to-one email/phone outreach
• Overall more than 37 million media impressions
• Parade feature 11/3/02
• 10 stories in several of largest campus
  newspapers
• radio placement including St. Louis and
  Washington

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2002 Holiday CE Promotion

• First national promotion to promote CE products
• Raise awareness of ENERGY STAR label
• November December 2002
• Involves partners, products, retailers, utilities

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Overview

• Manufacturers Panasonic, Philips, PhoneMate,
  Pioneer, Uniden
• Products Home audio, DVD/VCR/combinations, TVs
  and telephony products
• Retailers RadioShack, Sears
• Utilities 15 in Northeast, Minnesota and
  Northwest

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EPA Role

• Promotion theme/templates
• Web-based gift guide
• PR/Media outreach
• Gift guides, top 25 dailies, NAPS article,
  national outreach

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Manufacturer Role

• Update qualifying product lists
• Label product packaging

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Manufacturer Role

• Link gift guide to site

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Manufacturer Role

• Raise awareness with box insert

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Retailer Role

• Link gift guide to site
• Train associates on ENERGY STAR qualified CE
  products
• Promote products in circulars/ads

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Utility Role

• Raise consumer awareness with bill stuffers
• Link gift guide to site or feature web banners

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Early Media Results

• Whitman walk-throughs in RadioShack and Sears
  in LA, Philadelphia, DC
• Today Show segment Monday 12/2
• Satellite media tour 12/5
• Gift guide/article hits in Home Magazine,
  Cleveland Plain Dealer, Organic Style Magazine

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2003 Promotion

• Start contacting partners early
• Manufacturers determine when 4th quarter plans
  solidified
• Retailers work CE promo into 2003 ENERGY STAR
  strategies
• Draft promotion creative available for review in
  January
• More retailer/vendor matchmaking
• Co-promotions, buy-downs, co-op advertising
• Questions/comments

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Why Monitor Power Management (MPM)?
 

• 54 million office computers and monitors use 1
  of the nations electricity
• More than half of electricity used to power
  monitors is wasted
• 60 percent left on at night
• 45 percent not enabled for power management
• MPM places active monitors (60 to 90 watts) in
  low-power sleep mode(2 to 10 watts) after a
  period of inactivity

 
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Why MPM? Savings at Low Costs
At a cost of a few hours of IT staff time
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Tools to Make MPM Quick and Easy

• For the IT Manager - Software (EZ Save, EZ
  Wizard) and IT consulting to activate MPM
  organization-wide safely and quickly
• For the End User Posters, tent cards, mouse
  pads for an end user outreach campaign
• For Upper Management Positive publicity through
  Million Monitor Drive PR campaign (press
  releases, awards, articles)

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Case Studies

• Cisco Systems
• Had disabled MPM on 50,000 computers
• Used 3rd party network tool to activate MPM
• Article in Buildings magazine
• Will save 1 million annually
• Pitney Bowes
• MPM activated during W2000 rollout on 10,500
  computers
• Will save 160,000 annually

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PC-Intensive Orgs Have Embraced MPM

• Private Sector - Cisco Systems(CA), Pitney
  Bowes(CT), Citigroup(NY), AOL(DC), Computer
  Associates (NY)
• Universities - Harvard University(MA), Penn
  State(PA), Mills College(CA), Tulane
  University(LA), University of Pittsburgh(PA)
• Government - EPA, Lackland AFB(TX), Westchester
  County(NY), Loudoun County(VA)
• Energy Efficiency Programs Adopted MPM Platform -
  PGE(CA), Efficiency Vermont(VT), WI Focus on
  Energy(WI), NYSERDA(NY)

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Possible integration of computers into enabling
campaign

• Hard drives have even lower enabling rates than
  monitors
• Enabling rates are low due to past problems with
  power management and computers.
• IT community is very skeptical and not motivated
  to support power management
• New technologies such as IAPC offer a new
  opportunity
• IT would not embrace computer enabling without
  some push or incentive to do so

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Possible PC Power Down Challenge Campaign

• Incorporates newest PC power saving technology
  into a computer power management program
• Leverage resources on Intel and others to promote
  new technology and benefits
• 1st step is to conduct a pilot test at a willing
  organization (org. has been identified and will
  enable 5,500 new PCs in spring 2003)
• Next step would be to expand enabling efforts to
  include PCs with the new technology