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IDLE-FREE for our kids - 2006 / 2014
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IDLE-FREE for our kids - 2006 / 2014

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Canada's leading IDLE-FREE campaign began in a college classroom in Halifax in 2005 (Advanced Diploma Public Relations). ...

Canada's leading IDLE-FREE campaign began in a college classroom in Halifax in 2005 (Advanced Diploma Public Relations).

After nine years of research and marketing sustainability in Canada and the U.S., here are the key lessons.

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  • thank you and keep up the good work, GoGreen Communications and the IDLE-FREE Campaign !
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  • 10 years agoI didn’t know or careThat we pump three billion a year into our air
  • 10 years agoI didn’t know or careThat we pump three billion a year into our air
  • 10 years agoI didn’t know or careThat we pump three billion a year into our air

IDLE-FREE for our kids - 2006 / 2014 Presentation Transcript

  • 1. Canada’s Leading IDLE-FREE Campaign 2006 - 2014
  • 2. Let’s save $33 BILLION* annually. When we’re parked. 10 min / day Canada /U.S. *Light duty cars & trucks. Not including fleets. TM
  • 3. $33 Billion a year. REALLY? I’m an expert. I was the ‘Canadian IDLER’. I used to IDLE at least 15 minutes a day. Natural Resources Canada: Canadians IDLE 3 min. / day = $1 Billion / year (current pump price). We think 3 min. / day is low. We think it’s at least 10 min. / day = $3 Billion / yr. Canada, $30 Billion / yr. U.S.
  • 4. CERTIFIED TM Canada’s Leading IDLE-FREE Campaign since 2006. ! Endorsed by ü Car guys, bus guys, equipment manufacturers ü Media outlets ü Towns, cities, doctors, educators ü Winter Olympics ü Eco-Efficiency Award Winner
  • 5. Co-branded / recognized by U.S. industry. UMA Expo 2012, Long Beach, CA 2010 Olympics: ‘IDLE-FREE bus’ carried men’s hockey teams.
  • 6. The TWO REASONS WE IDLE (It’s not intentional) CERTIFIED TM
  • 7. #1. We’re not thinking about it. #2. Acting on poor information. CERTIFIED TM
  • 8. IDLE-myths costing us $33 BILLION annually. 1. IDLING is good 2. RE-starts are bad 3. Need long warm-ups TM
  • 9. Long warm-ups? No need. Take heed. Re-starts bad? We’ve been had. Cool while you wait? Windows are great! ‘Drill Sergeant Al’ & grandkids One of Canada’s leading car guys clears the air on IDLE-myths Al MacPhee - 2012 Chair Canadian Automobile Dealers Association Honourary Chair – ‘IDLE-FREE for our kids’™
  • 10. #1 Competitor: Who cares? “It won’t add up to much.” CERTIFIED TM
  • 11. TM We can save $33 BILLION* annually. When we’re parked. 10 min / day Canada /U.S. *Light duty cars & trucks. Not including fleets.
  • 12. • 40 years of bylaws, campaigns across North America. • How effective? Look around. CERTIFIED TM
  • 13. The ‘emotional light switch’: why 80% buy-in. See Al and the kids’ video. CERTIFIED TM
  • 14. ‘Emotional light switch’: Why 80% buy-in. • ‘Our Kids’ makes it stick • Keep it positive – include people • Peer Leaders – credible people we’ll believe (car guys, bus guys) CERTIFIED TM
  • 15. ‘Emotional light switch’: Why 80% buy-in. • How it all adds up – your effort counts • ‘Mass & grass’ – mass media, grass roots • You’re not alone – join the movement CERTIFIED TM
  • 16. ‘Emotional light switch’: Why 80% buy-in. • How it all ADDS UP. • Your effort COUNTS: “we don’t like to act alone, feel like chumps.” CERTIFIED TM James Hoggan David Suzuki Foundation The research that’s guided us since 2006
  • 17. ‘Emotional light switch’: Why 80% buy-in. • Real stories. • Not just marketing. • An authentic 10 year journey. CERTIFIED TM
  • 18. ‘Emotional light switch’: Why 80% buy-in. • Our Kids = the future. • The little things really add up. • “I had no idea!” CERTIFIED TM
  • 19. ‘Emotional light switch’: Why 80% buy-in. • WORDS are important. • ‘Anti-IDLING’ excludes people. ‘IDLE-FREE’ includes people. CERTIFIED TM
  • 20. ‘Emotional light switch’: Why 80% buy-in. • People buy HOPE, not FEAR. • People avoid ‘emotional labor.’ • ‘Make me feel good.’ CERTIFIED TM Majority are stressed or distracted. Show me how: positive and practical.
  • 21. ‘Emotional light switch’: Why 80% buy-in. • People like THE NUMBERS. • 10 min / day can save $200 / year per vehicle. CERTIFIED TM
  • 22. ‘Emotional light switch’: Why 80% buy-in. • Peer leaders, credible people (car guys, bus guys). • “We’ve saved $10s of thousands annually.” CERTIFIED TM Bus guy - Dennis Campbell President, Ambassatours Gray Line Hear the in-depth interview
  • 23. ‘Emotional light switch’: Why 80% buy-in. • Peer leaders, credible people (car guys, bus guys). • “IDLE-time is hard time on today’s engines.” CERTIFIED TM Hear the in-depth interview Car guy – Al MacPhee MacPhee Ford, Past Chair - CADA
  • 24. ‘Emotional light switch’: Why 80% buy-in. • ‘Peer leader-effect’. Amazing things happen. CERTIFIED TM IDLE-FREE Guy explains.
  • 25. ‘Emotional light switch’: CERTIFIED TM Why 80% buy-in. • People join movements. • The public senses: ü Momentum ü It’s the right thing to do ü Majority ready to go green
  • 26. CERTIFIED TM ‘Real stories’: Fuel our campaign. National Clean Air Day Flash Mob Video National Clean Air Day Flash Mob Photos
  • 27. Our campaign poster girl was five when we discovered her. CERTIFIED TM ‘Real stories’: Fuel our campaign. Rachel. See the video.
  • 28. CERTIFIED TM ‘Real stories’: Fuel our campaign. Service Advisors Makes Perfect Sense 3 Generations of MacPhees Car Guys: Driving buy-in since 2007 Car guy – Al MacPhee MacPhee Ford, Past Chair - CADA
  • 29. CERTIFIED TM ‘Real stories’: Fuel our campaign. VP of North America’s leading motor coach manufacturer likes ‘IDLE-FREE for our kids’™ Hear why. Bus girl – Pat Ziska Motor Coach Industries
  • 30. CERTIFIED TM ‘Real stories’: Fuel our campaign. From ‘Canadian IDLER’ to ‘IDLE-FREE Guy™’ SEE ‘A Father’s Story’ Hockey dad – Ron Zima ADpPR
  • 31. You might be surprised. CERTIFIED TM Get answers to frequently asked questions HERE. What about drive-thrus?
  • 32. Canada’s Leading IDLE-FREE Campaign is managed by Dedicated to marketing the 'little green things' that add up. For our kids.
  • 33. We brand and market Canada’s leading IDLE-FREE campaign. We promote clients sustainability efforts through 'IDLE-FREE for our kids’™. We certify clients through 'IDLE-FREE for our kids'™ training / licensing of our trademarked brand.
  • 34. Services ‘IDLE-FREE for our kids’™ PR / Communication ‘Motor Coaching’ - transformational training with IDLE-FREE Guy™ ‘IDLE-FREE for our kids’™ certification (training / branding) ‘IDLE-FREE for our kids’™ social, event marketing (CLEAR ACROSS CANADA 2015, IDLE-FREE app)
  • 35. GoGreen Team. Tom Nicolle CFO “These numbers really add up.” David Heath CCO “People, planet, partnerships.” Ron Zima CEO IDLE-FREE Guy. Hockey Dad.
  • 36. Mission To inspire and transform the way we live our lives for the benefit of future generations. To practice and promote business for 'the triple bottom line': people, planet, profit.
  • 37. Philosophy We are the little agency that gets BIG stuff done. We partner with leaders to scale our green ‘movements’, profitably sustaining our mission. People. Planet. Profit.
  • 38. WE’RE GEARING UP FOR THE GOGREEN EVENT OF 2015.
  • 39. IDLE-FREE DRIVE TO CLEAR THE AIR ON IDLE-MYTHS. ü Canadians save $Millions fuel / emissions ü Reduce greenhouse gas ü Improve air quality Vancouver April__, to Halifax June 3, NATIONAL CLEAN AIR DAY
  • 40. For more INFO: IDLEFREEGUY.COM info@IDLEFREEGuy.com