Highlights and results from my team\'s work in 2010.

1. 2010 MARKETING RESULTS
Leigh Winterbottom
Results Presentation
March 2011
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2. WEBSITE – OVERALL RESULTS
Strategy: Build web visitorship through search
engine optimization and increased media to web
advertising.
614,690 website visits
23% increase in website traffic compared to 2009
(increase of 115,226 site visits)
An average of 1684 visits per day vs 1366 per day in 2009
240,339 single visitors coming to the site.
280% increase from 2005 to 2010
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3. WEB TRAFFIC: 2005-2010
700,000
600,000
500,000
400,000 # of
vists
300,000
200,000
100,000
0
2005 2006 2007 2008 2009 2010
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4. SOCIAL MEDIA: FACEBOOK
Strategy: Leverage the power of social media to raise
awareness of Efficiency Vermont
Maintain an interactive, Facebook fan page with engaging content
and regular communications (3-4 poster per week)
Content: Residential energy (70%); Business (30%)
1388 fans; up from 344 at the end of 2009. (VEIC employees about
5% of fans)
Post feedback: 347 (# of comments & likes)
Post views: 16,102 (# of times people (fans and non-fans) have
viewed a news feed story posted by Efficiency Vermont’s page)
2 contests in 2010
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5. SOCIAL MEDIA: TWITTER
Strategy: Leverage the power of social media to raise
awareness of Efficiency Vermont - 1 new tweet/day
@EfficiencyVT had 250 followers at the end of 2010.
Followers:
• Businesses- 14%
• Individuals – 34%
• Media – 8%
• Like-minded orgs – 19%
• Partners – 6%
• Others – 15%
• Politicans - >1%
We are on 22 lists created by our followers.
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6. PUBLIC RELATIONS
Strategy: Continue successful PR campaign of
previous years, with additional support for GT
areas and media training for relevant staff
Advice Columns development & placement
Media Trainings
Social media (i.e. Facebook & Twitter)
Story placement including trade publications, print and
e-newsletters, community papers, business pubs, daily newspapers,
radio, TV, and on-line media.
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7. KSV PLACEMENT PR STATS
3,236,739 circulation (KSV placed media)
Ad equivalency $73k (PR budget $120k)
2009: 42,755,840; (MSNBC.com)
2008: 13,948,438 (HGTV spot & Wall Street Journal article)
2007: 10,773,911 (New York Times article)
2006: 7,196,988
2005: 5,811,585
2004: 822,326
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8. OVERALL MEDIA PLACEMENTS
2010 1600
Placements 1400
TV: 37 1200
Radio: 28 1000
800
Print: 600
600
Online: 33 400
200
TOTAL: 698 0
All
0
8
4
5
6
9
7
00
00
00
00
00
00
01
2
2
2
2
2
2
2
minus
repeats
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9. 2007 & 2008 – Wow, what happened?
2007: 2008:
220 spots: VPT’s Public Square 218 spots: Across the Fence
with Logan Brown & the Green with Bob Murphy on 8 stations
Makeover video aired on 10 TV VT Public Television PSA with
stations Bob M ran for 2 months
250 spots: Bob Murphy’s spot
“Choosing Energy Efficiency
lighting” and Jeff Gephardt’s spot on
“Building Smart with Energy
Efficiency” ran on Public Access TV.
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10. ARTICLES & MARKET SUPPORT
Trade Association Publications
VT Retail Association
American Institute of Architects, Vermont
VT Rural Water Association
American Society of Heating, Refrigerating & Air
Conditioning Engineers VT Ski Areas Association
Builders for Social Responsibility VT School Boards Association
Construction Specifications Institute
Energy & Environmental Building Association
Green Mountain Water Environment Association Business Media
Homebuilders of Northern VT Business Monday section of Burlington Free Press
Homebuilders of Southern VT Battenkill Business Journal
Illuminating Engineering Society New England Champlain Business Journal
New England Water Environment Association Rutland Business Journal
Northeast Organic Farming Association Valley Business Journal
VT Agency of Agriculture (Agriview) Vermont Business Magazine
VT Apartment Owners’ Association
VT Builder/Architect Other
VT Department of Buildings & General Services
Green Mountain Habitat for Humanity newsletter
VT Grocers’ Association
VT Rental Property Owners’ Association
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11. EVT ADVICE COLUMNS
12 columns/year
Placed regularly in 39 papers 3,233 web pageviews
statewide (38 in 2009) (.6% of web traffic)
Accounts for 4% of web traffic with 4 VT Business Journals:
22,253 page views 52,700 circulation
Most popular topics: #1 Pools, Most popular topics:
Hot Tubs & Saving Water; #1 Refrigeration; #2 Lighting
#2 Insulation and Weatherization
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12. MEDIA TRAININGS
9 staff were media trained from RES & BES
Post-training surveying includes:
• Please share your overall impression of the media training –
100% said useful/very useful.
• Was the media training valuable to you in your role in the
organization? – 66% said valuable/very valuable.
• What is the likelihood that you will use the concepts and skills learned
during the media training session? – 100% said likely/very likely.
Training to continue in 2011, one budgeted per 6 months
“It made me feel much more at ease with the idea of having to do an interview.
Great to have the framework of crafting the message and the tips on how to think about
& address the interview. I feel much more confident about the whole thing. Thanks!”
– a trainee
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13. 2010 MEDIA STAR
Summer Energy Tips (the BUZZ,
WIZN, WJOY, WOKO, WKOL)
WOKO – “Rich & Mary’s Morning
Mess”
The Point (104.7) w/ George T
WBTN (St J)
WCAX (TV) “How to Make Your
Home More Energy-Efficient”
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14. BBD 2010 COVERAGE
Print:
Print Vermont Business Magazine, Burlington
Free Press (4 different articles!)
TV:
TV WCAX – with Peter Schneider interview;
WPTZ – with Scott Johnstone interview (also
posted on-line)
Radio:
Radio WDEV’s “The Mark Johnson Show”
broadcast from the Sheraton – 2 hour remote
pubs:
Trade pubs articles placed in IES, ASHRAE,
Builders for Social Resp., HBRA (No & So VT),
AIA, EEBA listing, VT Business Magazine
newsletter (also on-line), CSI newsletter.
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15. RADIO HIGHLIGHTS
New staff doing interviews: Matt S, Jeff M, George T, Mike M, Bruce C, Tim P
New Stations:
WTSA (Brattleboro) “Dummerston Open Home” with Jeff Manney
WBTN (Brattleboro) with Mike Middleton
WNMR (Burlington) “Corm and the Coach” with Logan Brown
WSTJ (St. Johnsbury) “Viewpoint” with Bruce Courtot (twice!)
North Country Public Radio (Neighborworks)
WDEV
“Mark Johnson Show” – Jon Floyd on Plainfield Open Home and Mike Russom &
John Sayles of VT Food Bank
WKVT (Brattleboro)
Chuck Clerici once per month w/additional guests: Putney School & Maclay
Architects; Matt Sharpe & HP Contractor John Evans; Logan Brown & HP
Contractor Jonathan Dancing; Mike Middleton
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16. IN PRINT HIGHLIGHTS
Northeastern Vermont Regional Hospital (Caledonia Record, VT
Business Magazine e-newsletter & vermontbiz.com)
Lamoille Community Connections (Morrisville News & Citizen, VT
Business Magazine e-newsletter & vermontbiz.com)
Home Performance Success Stories (The World (Barre), VT Commons,
Brattleboro Reformer print & on-line)
NewLIGHT (Vermont Business Magazine, Brattleboro Reformer)
Tech Vault (The Other Paper, Burlington Free Press’ Business Monday,
Brattleboro Reformer, The Vermont Observer, Business People Vermont)
VT State Archives (Times Argus, Rutland Herald, The World)
Bi-annual Seasonal Tips in 11 daily and community pubs across VT
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17. TV HIGHLIGHTS
CCTV WPTZ (NBC)
• Preservation Burlington: E-E for • BBD w/Scott J
Older, Historic Homes w/Dave • Summer Tips w/Dave Keefe
Keefe (aired 7X)
• 2nd Fridge turn-in
• Home Energy Advice w/Dave Keefe
(aired 9X) • Small Biz ambassadors w/Bill B
• Positively Vermont: HP wESTAR • Tech Vault w/Tim Perrin
w/Logan (aired 7X) • 99cent bulbs w/Mike R
WCAX (CBS) WFFF (FOX)
• BBD w/Peter S • ARRA rebates w/Mike R
• ARRA rebates w/Mike R 3/8 & 5/11 • 2nd Fridge turn-in
• Spring Tips w/Bob M
• HP & summer tips w/Logan B
• Home heating w/Logan B
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18. OTHER MEDIA HIGHLIGHTS
New Brunswick Business Journal
Plastics News (GW Plastics)
New York Times Green Blog - Habitat for
Humanity & Peter S
Biz Energy Ambassadors: ibrattleboro, VT
Today, Rutland Herald, Advocate Weekly,
Times Argus
DOE Housing Grant (Rutland Herald
w/Peter A)
PACE (Minnesota Public Radio)
Men’s Journal (VT Ski Areas)
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19. E-NEWSLETTERS
“Watts New” email newsletter (11 issues)
2006 users total (400 signed on in 2010)
An average of 32% open rate - extremely high. In general, the average
open rate of commercial email is roughly 20%.
“Contractor News” email newsletter (4 issues)
107 subscribers; 49% open rate!
Lighting e-newsletter (7 issues)
681 subscribers; 42% open rate
Hospitality e-newsletter (1 issue)
179 subscribers; 29% open rate
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20. TRADE & BIZ ADVERTISING
Strategy: Targeted ads
Agriview,
to support EVT Market 2010
activities and goals
Trade pubs, business pubs,
community papers, and
consumer pubs in VT & NE
35 publications
Brought media buying
in-house in 2010
VT Builder/Architect,
2010
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21. MATERIALS FOR MARKETS
Strategy: Create effective and customer-friendly
materials to meet and support Market goals.
iLED, Green Grocer, BNC
And more... (See Binder)
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22. SMALL BUSINESS CAMPAIGN
Goal: Increase savings from to
10,000 mWh from 3000
mWh in 2009.
Messaging: Together, we can
help Vermont’s small
businesses save money by
making smart energy
choices...
Topic: Lighting
Call to Action: Learn more at
evt.com or call EVT.
Recipients: 17,500 small biz
owners & contractors
Results: call volume up 50% to
call center
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23. KAM & MARKETING – A New Partnership
KAM e-newsletter; 558 recipients; 28% open rate
National Life event, Nov 2010
Omya Presentation, October 2010
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24. GT CAMPAIGN
Continued and expanded use
of Key Influencer Ads
CFLs, Advanced Power Strips,
Home Performance and
Specialty Bulbs
Daily and Community papers
2nd fridge turn-in
• 2811 units picked up & disposed
• Media Coverage: WPTZ, WFFF,
WVNY, Brattleboro Reformer,
Brattleboro’s The Commons
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25. 4 OPEN HOMES: 128 attendees
Print:
Print Brattleboro Reformer,
Hardwick Gazette, The Bridge, The
Other Paper, Burlington Free Press,
Seven Days, VT Observer
TV:
TV WCAX (ch. 3)
Radio:
Radio WDEV “Mark Johnson
Show” w/Jon Floyd, WTSA w/Jeff
Manney, WKVT w/ Matt Sharpe &
HP Contractor John Evans East Dummerston – April 18
“I'd say the open house was a rousing success.”
- Bill Powell, WEC, partner
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26. HOME PERFORMANCE
Strategy: Build awareness
of HPwES program and
the benefits it brings to
homeowners, priming
them to take action
Print ads in 19 papers
• new messaging,
testimonials & customer
photos
Vermont Public Radio
Direct Mail
• 2 mailings (initial contact
and follow up)
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27. NEW PARTNERSHIPS
Strategy: Leverage
key partnerships to ECHO Signage
build awareness of
HP and other RES
programs
ECHO
AARP
CVPS
GMP
VEC
WEC CVPS Bill Insert
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28. Let’s go to the Video Tape…
Strategy: To use the video
medium to increase customer
understanding of complicated
topics.
2010 topics:
“How to use an Advanced Power
Strip” w/Logan B
“What to expect from your Energy
Audit and Home Improvements”
w/Dave K and Bethanny B
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29. KEMA EVALUATION
“Efficiency Vermont created a memorable ad campaign [and]
achieved noteworthy levels of awareness for its New Bulb in
Town television ads”
Ad Awareness
Efficiency Vermont should consider continuing its western-themed New Bulb in Town
television ad campaign for CFLs and develop additional messages based on the findings
presented below.
Ad Images
Efficiency Vermont should continue to educate consumers regarding the variety of CFL
styles available in the marketplace.
Efficiency Vermont should consider straightforward messages regarding the range of
styles and their applicability for its next generation of CFL ads.
Efficiency Vermont should also consider continuing to display specialty lamps in its ads
with the embedded spiral shapes clearly discernable to viewers
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30. CFL CAMPAIGN: Jesse Watts
Two new 30 sec TV spots
New topics: Replace every bulb
with a CFL and/or specialty bulb
Re-ran Mercury disposal ad
Media/ad Outlets:
• broadcast & cable TV ads
• digital banner ads
• Google ad words
• print ads in daily & GT
community papers
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31. CFL CAMPAIGN: Specialty Bulbs
Strategy: Use POP, print and radio
in statewide advertising to promote
99¢ specialty bulb pricing.
21 radio stations
21 daily/comm pubs
October to December
RadioSpot.zip
Aisle Violator Print Ad
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32. 2010 TRAININGS & WORKSHOPS
Project Management Workshop – Amy
AMA Non-Profit Marketing Conference – Leigh
Behavior, Energy & Climate Change Conference – Nicole
E-Source – Utility Marketing Conference – Jon
E-Source – Social Media Conference - Alison
ENERGY STAR Partners Meeting – Sharon and Alison
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33. In their words…
“I have been delighted with the contributions that Alison and Amber
have both made to the DC effort! Really good work by both of
them, and I have so appreciated their attitudes and
responsiveness!”
- Elizabeth Chant
“I wanted to share my sincere appreciation for all of the hard work
that Maria & Anna completed leading up to BBD. Their support in
launching two of my programs (Lighting eNews and RELIGHT)
coinciding with the conference was nothing short of amazing. I
know their plates are more than full with other projects, but they
still managed to get everything done for me and at a high level.”
– Dan Mellinger
“I've said it before but will say it again. Nicole is a peach. I am
SOOO excited that this newsletter is happening… Great, great
accomplishment”
– Kate Hunter
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34. Now we’re blushing…
“Grace I want to thank you for doing what you do to help us.
Grace,
Grace
It's recognized and appreciated not only by me but by the entire
team. You've taken time to get to know us and you quickly address
our issues so we can have what we need to best serve our
customers. That's good stuff.” – Eric Rutz
“I had great meetings today with your staff with compliments to
- Noah for managing the evt.com so well
- Amy for a good discussion on the columns
- Nicole for her thoughtful and great work with the KAMs at NL
- Jon for grasping what is needed on the outreach piece.
And that was just today. Great group.” – Jim Merriam
“It really has been a team effort to make [2010 CFL sales] happen.
The marketing support and customer support groups have really
performed exceptionally...” - Mike Russom
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35. Thank you!
Questions?
Dec 9, 2010 Ronald McDonald House
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