Energy Conservation Campaign with Ad Council - PowerPoint PPT Presentation

1 / 26
About This Presentation
Title:

Energy Conservation Campaign with Ad Council

Description:

Campaign for Energy Efficiency and Conservation Alaska Colorado Ohio Kentucky Louisiana Minnesota Texas Missouri North Dakota Utah Virginia Wyoming Pennsylvania – PowerPoint PPT presentation

Number of Views:154
Avg rating:3.0/5.0
Slides: 27
Provided by: JimRe51
Category:

less

Transcript and Presenter's Notes

Title: Energy Conservation Campaign with Ad Council


1
Campaign for Energy Efficiency andConservation
Alaska Colorado Ohio Kentucky Louisiana
Minnesota Texas Missouri North
Dakota Utah Virginia Wyoming Pennsylvania
2
Historic Ad Council Campaigns
  • Give a Hoot, Dont Pollute
  • Smokey Bear
  • A Mind is A Terrible Thing To Waste
  • Friends Dont Let Friends Drive Drunk
  • Vince Larry, Crash Test Dummies

3
EARLY AD COUNCIL CAMPAIGN
4
  • Earliest
  • know
  • energy efficiency campaign

5
Ad Council Mission
  • To identify a select number of significant public
    issues and stimulate action on those issues
    through communications programs that make a
    measurable difference in our society.

6
How it works.
  • Public Service Advertising (donated/unpaid
    advertising time not guaranteed)
  • National scope
  • 3-year campaign
  • Only 40 campaigns/yr chosen

7
Campaign Facts
  • Typical Ad Council campaigns get 32 million
    worth of donated advertising time
  • TV 24
  • Internet 16
  • Radio 50
  • Print, Out-of-Home, and Other 10
  • In 1999 and 2000 - over 1 billion was donated to
    PSA time and space

8
How it works
  • Ad Council and ad agency develop campaign
  • Leading corporate marketing executives lend time
    and expertise
  • The nations top advertising agencies work
    pro-bono
  • We pay production/research costs 1,000,000/yr

9
Our Ad Agency Tracy Locke Partnership
  • Tracy Lockes Experience
  • 20 years of TV, radio, print and outdoor
    national promotions for Pepsi
  • 5 years experience with Pizza Hut
  • Positioned, named Tostitos for Frito-Lay
  • Miller beer advertising
  • Hasbro boy products (G.I. Joe, Transformers,
    more)

10
Our Campaign Facts
  • Targeting children (ages 8-13) in years 1 and 3
  • Targeting parents in year 2

11
What will our message be?
  • Too early to know, but it will be a general
    message promoting energy efficiency and
    conservation
  • Were in planning stage now, message development
    is next

12
Message will be very general - Intent is to
raise awareness
  • EXAMPLES of General Messages

Only you can prevent wild fires
(1944-present) Take a Bite Out of
Crime (1978-present)
People Start Pollution, People Can Stop
It (1953-1983) (These historic campaigns are
famous because theyve run for many years.
Support awareness increase over time.)
13
Energy Efficiency and Conservation Campaign
  • Macro message promoting
  • Energy Efficiency
  • Energy Conservation
  • To children families

14
Research Stage
  • Focus groups on kids about attitudes around
    energy / energy efficiency
  • 6 focus groups (3 in Kansas City, 3 in Dallas)
    September 23-25
  • Results October 2

15
Next steps
  1. Creative concept / Message development
  2. Focus group testing of message
  3. If acceptable, move into production phase
  4. Scheduled to launch April / May 2003

16
Why you should be involved
  • National campaign all states affected
  • Once awareness is raised, follow-up important
  • State offices can take advantage of raised
    awareness and promote own programs with greater
    success
  • Working through schools, kids will bring message
    home to reach adults
  • You can help deliver messages nation-wide

17
13 State Partners So Far
Total 147,500
18
The Partners
  • State Energy offices 147,500
  • U.S. DOE 325,000
  • Home Depot 300,000
  • NAIMA 100,000
  • Total so far 872,500
  • Need addl 127,500 for full campaign
  • Hispanic target audience can be reached for an
    addl 500,000

19
Promotion of sponsors
  • Press Releases - mainstream trade
  • Advertising Your organization can leverage the
    strategy/selling line in paid media, posters,
    brochures, etc
  • Fulfillment Materials - (possible credit in
    brochures, classroom curriculum packets, web site)

20
Benefits
  • Partner 5,000/yr for three years
  • Your energy office credited on web site
  • Ready-made, customizable news releases
  • Use sponsorship of campaign in own outreach
    efforts
  • Senior Partner 10,000/yr for three years
  • All of the above and
  • Your energy office credited in fulfillment
    materials
  • Your energy office credited on web site with link
  • Other levels available upon request.

21
(No Transcript)
22
Other Benefits
  • No better ROI opportunity known
  • A unique way to reach millions of people at low
    cost -
  • Educate the public
  • Promote energy efficiency benefits
  • Get recognition on fulfillment materials
  • Opportunity to self-promote sponsorship

23
Additional Opportunities
  • Additional target market can be reached for only
    500,000 more per audience

24
Campaign Management
  • State Energy Offices coordinator
  • (Contact Rick Grice)
  • Colorado Energy Assistance Foundation overall
    campaign management
  • (Contact Maria Finley)
  • National Fuel Funds Network will deliver message
    to partners nationally
  • (Contact George Coling)

25
Your Opportunities
  • You are invited to get involved

26
Contact Info
  • Colorado
  • Governors Office of Energy Management and
    Conservation
  • Rick Grice(303) 894-2383
  • Rick.Grice_at_state.co.us
Write a Comment
User Comments (0)
About PowerShow.com