The document summarizes a regional campaign by the Northwest Energy Efficiency Alliance to promote the installation of ductless heat pumps. The campaign included social media promotion through Facebook and YouTube, a photo sweepstakes, advertising through various media channels, and tools to help partners promote ductless heat pumps. The results included over 13 million total campaign impressions and a 20,000 increase in website visits.

1. “The 70s Called and They Want Their
Heater Back!
Heater Back!”
Alexis Allan, Northwest Energy Efficiency Alliance
NW Ductless Heat Pump Project
2011 Regional Campaign
l

2. Introduction
Who is NEEA?
www.neea.org
www neea org
NW Ductless Heat Pump Project
www.goingductless.com
…works to accelerate the adoption of inverter‐driven ductless systems in
existing, electrically heated single family homes...
• Provides regional infrastructure for partners to leverage
Provides regional infrastructure for partners to leverage
• 444 active contractors
• 15,000+ ductless systems installed since 2008
• Regional savings of 52,500,000 kWh hours per year
Regional savings of 52 500 000 kWh hours per year
2

3. Campaign Activities: Sept 27 – Dec 31
Campaign Components
• S
Sweepstakes and 70s Photo Creator
t k d 70 Ph t C t
• YouTube Channel
• GoingDuctless.com Sponsored Media
• Online, Print Ads, Billboards
Public Service Announcements
P bli S i A
• Radio
• TV Public Relations
• Traditional media: print and online,
Promotions using spokespeople
• Facebook • Blogs: home, remodeling, energy and
• Facebook ads green
• Google AdWords
• Online media campaign
• Leverage positive word‐of‐mouth through
existing customers
• Campaign collateral

4. Campaign Objectives
• Influence word of mouth activities across the Northwest leveraging
word‐of‐mouth activities across the Northwest, leveraging
online and social media channels
• Provide a flexible regional platform for utility & trade partners to
Provide a flexible regional platform for utility & trade partners to
leverage
• Increase campaign reach & frequency by strengthening partner
p g q y y g gp
media dollars, utilizing NEEA’s non‐profit status

5. Campaign Overview

6. GoingDuctless.com
6

7. Sweepstakes: Microsite & Facebook Tab
Link to ‘Going Ductless’
1 YouTube Channel
2 70s Photo Creator
70s Photo Creator
Enter to Win $10,000
3 Sweepstakes
1
2
3

8. Sweepstakes: Enter to Win & Find an Installer

9. Sweepstakes: Photo Creator
• Login to Facebook image library
allows access to multiple images
• Multiple 70s photo styles
encourages repeat sharing
encourages repeat sharing

10. Sweepstakes: Photo Creator
• Multiple delivery options
Multiple delivery options
(FastShare, Facebook, Twitter,
email, others) encourage easy
sharing
g
• Download and “Create a new
photo” options encourage sharing
and longer user engagement

11. YouTube Channel: ‘Going Ductless’
• www.youtube.com/goingductless
• Project branded YouTube channel encourages visitors to view all King videos
• Educate and drive consumers seeking more information to GoingDuctless com
Educate and drive consumers seeking more information to GoingDuctless.com
• Engage contractor community by promoting “one of their own”

12. ‘Going Ductless’ Facebook Page
Facebook Engagement
Facebook Engagement
• Facebook tab allows easy sharing
• 3‐4 posts each week
p
• Sub‐prizing encourages repeat
engagement
12

13. Program Advertising
Facebook Ads
F b k Ad
Online Banners
Google AdWords

14. Mitsubishi‐Sponsored Advertising
Billboards
Online Sliding Billboard
Print Ads

15. Loyal Customer Base: Postcard and Direct Mail
Email Blast Direct Mail
Postcard to 12,000
Postcard to 12 000
Email to 5,500 Code forwarded Loyal DHP Owners
Loyal DHP Owners to Friends + Family (Contest + QR Codes)
(Contest Code)

16. TV & Radio PSAs

17. Public Relations
17

18. Partner Engagement: Collateral & Toolkits
Resources provide a consistent regional voice regardless of the
manufacturer, utility, distributer or installer

19. Partner Engagement: Promo Touts & Content

20. Partner Engagement: Promo Touts & Content
20

21. Partner Engagement: Facebook

22. Facebook and YouTube Metrics
Total Facebook Reach
9,382
9 382
Facebook Fans Acquired “Talking About our Page”
744 103
Largest Demographic on
g g p
YouTube Channel Views
YouTube Channel Views
Facebook
2,867 Females, 45 and up
22

23. Campaign Results
Total Campaign Impressions
13,740,622
13 740 622
Total Sweepstakes Entries
80% increase in referral traffic
1,407
Unique Website Visits
Unique Website Visits Total Leveraged Media Value
Total Leveraged Media Value
20,790 $656,457
23

24. Questions?
NORTHWEST ENERGY EFFICIENCY ALLIANCE
Alexis Allan
Group Product Manager, Residential Sector
neea.org

25. Save the Date
Jul. 30‐31, 2012
Jul 30 31 2012 AESP s Summer Conference
AESP’s Summer Conference
Toronto, ON (Canada)
Oct. 15‐17, 2012 AESP’s Fall Conference
Long Beach, CA
Jan. 28‐31, 2013 AESP’s 23rd National
Conference & Expo
Conference & Expo
Orlando, FL
For more information - www.aesp.org