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U'S' Environmental Protection Agency ENERGY STAR UPDATE 20012002

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Title: U'S' Environmental Protection Agency ENERGY STAR UPDATE 20012002


1
  • U.S. Environmental Protection Agency ENERGY STAR
    UPDATE 2001-2002

2
Outline
  • ENERGY STAR Success
  • Public Service Announcement Campaign
  • National Promotions
  • Power Management Campaign
  • Evaluation Activities
  • Logo Use Monitoring
  • Product Specifications

3
ENERGY STAR Success
  • Widespread and growing participation
  • More than 1,100 manufacturer partners
  • More than 13,000 product models carry the ENERGY
    STAR label
  • 300 utility and state administrator partners
    promote ENERGY STAR, covering nearly 60 of
    households in the U.S.
  • Over 800 retail partners representing more than
    15,500 storefronts in the U.S. and Puerto Rico

4
ENERGY STAR Success
  • Significant improvements in the design and energy
    efficiency of products
  • Savings
  • 50 billion in energy costs
  • Prevented more than 150 million metric tons of
    carbon dioxide pollution
  • To date, U.S. consumers have purchased more than
    750 million ENERGY STAR labeled products.

5
Consumer Awareness
  • 40 of consumers nationwide recognize the ENERGY
    STAR label.
  • In areas with active utility/state programs,
    recognition exceeds 50.
  • Most ENERGY STAR purchasers would recommend
    ENERGY STAR to a friend.
  • Goal 60 awareness by 2005.

6
  • Public Service Announcement (PSA) Campaign Update

7
Public Service Campaign Update
  • Distributed to 150 top TV markets, 50 top daily
    newspapers, 1000 magazines, 35 national radio
    networks (Jan 02)
  • 3 million in equivalent ad value in 4 months
    (TV, radio, print)
  • Performing 75 better than the average government
    PSA
  • 2/3 of TV spots used are 60 second 2/3 also
    airing during best day parts

8
PSA Campaign- TV Spot
Copy If just one room in every home is
brightened by lighting thats earned the Energy
Star, the change would reduce greenhouse gas
emissions by 1 trillion pounds.
9
PSA Campaign - Print
Copy Some washers clean more than just
clothes. Some lights brighten more than just a
room.
10
PSA Campaign - Partner Leveraging
Intel ad (ran in Wall Street Journal, USA Today,
InfoWeek, PC Week)
11
  • National Promotions
  • Leveraging the Change Campaign

12
Change a Light, Change the World
  • Fall lighting promotion for retailers,
    manufacturers, and regional program partners
  • Covers residential lighting fixtures, bulbs, and
    ceiling fans
  • Built around consistent messages
  • Call to action Start changing your world.
    Replace your next light with an ENERGY STAR.
  • Environmental Fact 'If just one room in every
    home used ENERGY STAR lighting, the change would
    keep 1 trillion pounds of greenhouse gases out of
    our air.'

13
Change a Light, Change the World
14
Change a Light, Change the World
  • 2001 Highlights
  • Increased sales One CFL manufacturers reported a
    300 increase in sales (over the same time last
    year)
  • High participation/high satisfaction
  • 100 utilities/states, more than 20 retail chains,
    25 fixture and CFL manufacturers partners
    participated
  • Significant reach
  • TV 11 million impressions
  • Partner print ads 9 million people in 12 states
  • Radio 600 broadcasts reaching 4.9 million
    listeners

15
Cool Change
  • Spring cooling promotion for retailers,
    utilities, manufacturers, contractors, and
    distributors
  • Central AC and heat pumps, room AC, ceiling fans,
    dehumidifiers, programmable thermostats
  • Elements of the promotion
  • Unified Call-to-action
  • ENERGY STAR cooling consumer education guide
  • Marketing templates on CD
  • Web landing pages
  • HVAC Contractor tools
  • ENERGY STAR Media activities
  • Media toolkit and support for participating
    partners

16
Cool Change
17
ENERGY STAR for the Holidays
  • Call to Action - Give the gift that gives a
    cleaner environment.
  • Elements
  • Electronic shopping guide
  • Box inserts
  • Enhanced in-store visibility
  • Media and PR
  • Product focus TVs, VCRs, DVD players, CD
    players, stereos, telephone products

18
  • Monitor Power Management Campaign

19
Power management
  • 54 million office computers and monitors use 1
    of U.S. electricity
  • More than half is wasted 60 left on at night
    45 of monitors not power managed
  • Under power management, monitor power use drops
    from 60-90 watts to 2-10 watts.
  • A 1,000-monitor office could save 200,000 kWh by
    enabling power management.
  • Turning off computers at night can double the
    savings
  • www.energystar.gov/powermanagement

20
Power Management Campaign
  • Campaign Elements
  • Demonstrate the virtues of monitor power
    management to end users and organizations
  • Provide software tools to ease power management
    implementation
  • Publicize successful efforts through a PR campaign

21
Power Management Results
  • Total of 370,500 computers addressed
  • 29,900 through 22 organizations that have
    completed monitor power management enabling
  • 45,850 through 15 organizations that have
    partially completed monitor power management
    enabling
  • 294,760 through Website software downloads and
    site visits

22
  • Evaluation Activities
  • Retail Store Level Assessment
  • Product Testing
  • Data Gathering

23
Retail Store Level Assessment - Goals
  • Mystery Shopping
  • Assess salesperson knowledge of Energy Star and
    extent messaging is used in sales process
  • Point-of-Sale/Point-of-Purchase Check
  • Check visibility/presence of Energy Star in-store
    displays by department
  • Shelf/label inventory
  • Track availability/visibility of Energy Star
    qualified and labeled products in stores

24
RSL Basics
  • First round (fall 2001)
  • 5 national retailers
  • 7 cities
  • 7 products
  • Future plans
  • 3 rounds per year
  • some variation in products/retailers
  • lighting showrooms/local appliance dealers
    included on a limited basis

25
Findings Mystery Shopping
  • Assessment based on
  • Did they know what Energy Star is?
  • Did they introduce Energy Star without prompting?
  • Did they explain Energy Star correctly?
  • Average score 40 on 100-point scale
  • highest scores in appliance departments
  • lowest scores in home electronics departments

26
Findings POP Check
  • 70 of appliance departments display Energy Star
    POP
  • much less prevalent in lighting departments
  • nonexistent in electronics departments
  • generally more prevalent in areas with active
    regional programs

27
Findings Product Inventory
  • Shelf area devoted to Energy Star bulbs ranged
    from 10-30 (highest in CA)
  • Inventories
  • Energy Star qualified light fixtures 1-10
  • Energy Star qualified appliances 18 for clothes
    washers, 30 for dishwashers, between 20 and 50
    for refrigerators
  • Energy Star qualified TVs 30

28
Findings Labeling
  • More than 86 of qualifying appliance products
    are labeled
  • About 70 of lighting products are labeled
  • Appliances rarely mislabeled some potential
    mislabeling of lighting products
  • TVs
  • less frequently labeled
  • major gaps in qualifying product lists

29
Product Testing
  • Manufacturers test and self certify products
  • EPA reserves the right to test any product
    submitted
  • Protect brand and partner investment in program
  • Verify manufacturers results
  • Formal testing process
  • Focus on product that contribute most to
    pollution prevention
  • computers, monitors, TVs
  • other products later
  • some ad-hoc testing

30
Product Testing
  • Third Party Lab(s) will purchase product, do
    testing, and report results
  • 10 labs contacted, 1 or 2 will be picked
  • Lab chosen based on cost, reputation, quality,
    variety of services offered, and nationwide reach
  • Products to be tested
  • Best sellers as determined by market research
    firms
  • Individual units tested will vary by geography
  • Units purchased via retail and on the Internet
  • Not intended to be a statistically significant
    sample

31
Product Testing
  • EPA will review results
  • For failed products, EPA will work with
    manufacturer to determine and agree upon an
    appropriate course of action
  • Onus is on the manufacturer to prove to EPA that
    their product meets specifications
  • Results will be kept confidential

32
Product Testing
  • Update on PEARL - project implemented by the
    Lighting Research Center for check testing CFLs
    and residential light fixtures
  • 3 rounds completed
  • 60 products tested 3 samples of each 180 total
    products
  • Results
  • 20 manufacturers contacted by EPA and DOE
    regarding compliance
  • One manufacturer removed from program
  • 15 products de-listed

33
Data Gathering
  • To document impact of ENERGY STAR on product
    design and sales and to feed into evaluation of
    programs market penetration impact
  • Data from manufacturers to fulfill Partnership
    requirements
  • Qualifying product information feeds into
    database and website gives a more robust account
    of performance characteristics
  • Sales data on Energy Star labeled products
  • Data from market research firms through purchased
    reports or commissioned studies
  • Concentrating first on office equipment, consumer
    electronics, and heating and cooling equipment

34
  • Logo Use Monitoring

35
Logo Use Monitoring
  • We track logo and name use in
  • Advertisements (monthly)
  • Editorial coverage (monthly)
  • Web use including domain names (quarterly)
  • We look at
  • Numbers of companies using logo/name
  • Numbers of advertisements containing logo/name
  • Major and minor violations
  • Repeat violators

36
Logo Use Violations
  • Minor Violations
  • Improper/incorrect use of logo
  • Use of out-of-date logo
  • Use of name in other than small caps or failure
    to display
  • Use of logo in a company name, product name,
    service name, domain name, web site title, etc.
  • Major violations
  • Alteration of logo or its use in another logo
    design
  • Use of logo to imply endorsement
  • Unauthorized use of logo
  • Use of logo in association with unqualified
    products
  • Use of logo to disparage ENERGY STAR, EPA, DOE,
    or other government body

37
March 2002 Violations
  • Out of 690 companies advertising with ENERGY
    STAR
  • 7 partners with minor violations
  • 82 non-partners with minor violations
  • 0 partners with major violations
  • 2 non-partners with major violations
  • 10 repeat violations

38
Logo Use Monitoring
39
Logo Use Monitoring
40
Logo Use Monitoring - Trends
  • Logo use and editorial coverage have increased
    compared to last year
  • Most big partners are getting it right
  • Problem areas
  • Window manufacturers are most common repeat
    offenders
  • Unauthorized logo use (by non-partners)
  • HVAC contractors
  • Improper use of the logo in advertisements (not
    placed next to qualified product)

41
Product Specifications
  • New product specs finished in 2001/02
  • Ceiling fans
  • Ventilation fans
  • Telephony
  • Commercial solid door refrigerators and freezers
  • Light commercial HVAC
  • Specs under revision in 2001/02
  • Residential HVAC
  • TV/VCR
  • Monitors
  • New product specs being explored in 2002
  • Vending machines
  • Food service equipment
  • Air purifiers
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