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NB Climate Change Hub Advisory Committee Meeting
October 1, 2008
Baseline Awareness Study Results
Fall Awareness Campaign
$ave This House (TV Series)
Retail Training & Marketing Program
Community Outreach
Agenda
Awareness Research Results
Baseline Awareness Research Study Objectives:• Measure attitudes towards Energy Efficiency and
baseline measures of specific Energy Efficient Behaviors.
• Measure awareness of Efficiency NB and its overall mandate.
• Measure awareness of Efficiency NB’s programs/services.
Key Findings:• Saving money trumps the environment as the
motivational factor behind energy efficient behaviour.• Most people (79%) perceive that they are doing
everything they can to be more energy efficient.• Energy efficiency is not top-of-mind for most.
Awareness Research Results
Key Findings:• 50% of respondents are aware there are programs for
energy audits and financial assistance available in New Brunswick.
• 7% of respondents mentioned Efficiency on an unaided basis.
• 25% of respondents where aware of Efficiency NB through aided prompting.
• Youth were less informed about energy efficiency.
Biggest barriers for NBers to be more energy efficient were:
• Lack of information
• Cost associated with being more energy efficient
Objective – Energy Efficiency Awareness Campaign focused on awareness of Existing Homes Program and Efficiency NB.
Activities:• :30 English and French “Leaky House” David Suzuki
Ad• 6 occurrences in all major dailies, 4 occurrences in
weeklies• :30 radio ads – provincial reach• English and French web ads on The Weather Network
and Mateo Media• Web Badge on GNB and key stakeholders (i.e.
Utilities) driving traffic to campaign homepage on newlyredesigned website
Fall Awareness Campaign
Blocking Chart:
Fall Awareness Campaign
Activity 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26
Fall Awareness Campaign
PrintDailiesWeekliesEditorial Boards for Weeklies
OnlineWeb Badge Links to WebsiteTheWeathernetwork.comMeteomedia.com
TelevisionEnglish (CTV, CBC & Global)French (SRC & TVA)
RadioMeasured MarketsNon-measured
685 GRPs415 GRPs
800 GRPs10 occ. Per week
JanEfficiency NB Marketing Activity - September - January
Sept Oct Nov Dec
500,000 Impressions250,000 Impressions
Fall Awareness Campaign
Rogers TV 6 Part Series: English & French
Episode Titles:1 – How Does Your House Measure up?
2 – Basements
3 – Walls & Attics
4 – Doors & Windows
5 – Heating Systems
6 – Solar & Renewables
$ave This House – Rogers TV Series
Efficiency NB is launching an exciting province-wide consumer education program to improve awareness of the Energy Efficiency Upgrades program and to increase sales of more energy efficient products.
Retail Training and Marketing
Where – Home Improvement Retailers across New Brunswick
What – Promoting our Residential Energy Efficiency Programs
How – Staff training provided at no cost to retailers and in-store signage.
When – Beginning this fall/winter
Objective:
Establish partnerships and provide our support to communities to help them organize a successful campaign with specific objectives that will have a sustainable impact on energy efficient practices of residents and businesses in the area.
Community Outreach
Community Campaign Energy Efficiency Launches:
Belledune – Sept 18Bathurst – Oct 18
Communication Tools for
Communities
Ongoing and upcoming projects:
– Co-marketing package for “active” communities
– New Website – feature community success stories
– Community Booth Engagements
Public Education Tools for Communities
Ongoing and upcoming projects:
– Home Energy Survey Pilot (school and youth group activity)
– Community Presentations
– Community Workshops – Jan/Feb
– Contractor Training – Jan/Feb
– Dollars to $ense Workshops – October/March
“Energy Smart” Municipalities
Miramichi
Rexton
Minto
Perth-Andover
Grande Anse
Belledune
Cambridge-Narrows
Dorchester
Pacquetville
Port Elgin
Saint John
Salisbury
Dalhousie
Quispamsis
Sackville
St Andrews
Sussex
Woodstock
Meductic
Saint-Louis-de-Kent
Fredericton
Coming soon…Investing in Energy Efficiency:
"A Strategic Approach to Sustainable Communities"
• Efficiency NB will develop a framework to help municipalities build a business case around energy efficiency investments.
• The proposed model will assist decision makers in demonstrating how the returns from strategic investments in energy efficiency can provide a solution to:
• your infrastructure needs, • fund future projects and, • reduce your environmental footprint.