The Council for Responsible Energy (CRE) aims to educate consumers, builders, and businesses about the benefits of choosing natural gas. It promotes natural gas as an efficient, reliable, and clean energy source that allows people to save energy and reduce emissions without compromising lifestyle. The CRE's strategies include demonstrating natural gas applications, connecting it to green energy, and engaging opinion leaders. Its target audiences include homeowners, industry allies, and civic leaders. The CRE plans to launch a national branding campaign in November featuring Carter Oosterhouse as spokesperson across various media.

1. Council for Responsible Energy
American Gas Association
Energy Efficiency and Green Technologies Forum
Donna N. Peeples
May 21, 2009

2. CRE Mission
The Council for Responsible Energy educates
and builds awareness among consumers,
builders and businesses that by choosing
natural gas today they can help save energy,
reduce emissions and protect the environment
without compromising performance or lifestyle.

3. Natural Gas Brand Promise
Natural Gas.
Comfortable. Responsible.
Natural gas is an environmentally-friendly
choice you can make today. Natural gas is
efficient, reliable and clean burning. Choosing
natural gas today means you can help save
energy, decrease our reliance on oil, reduce
emissions and protect the environment without
compromising performance and lifestyle.

4. Brand Promise Video

5. Strategies
• Demonstrate the benefits of natural gas
through applications for home and business
• Connect natural gas to green and position
it as a current solution by appealing to
consumers’ desires for comfortable and
responsible choices
• Insert natural gas into responsible energy
discussions and engage GreenFluencers
and Builders
• Generate buzz and excitement within the
industry about the CRE

6. Target Audiences
Opinion Leaders
Legislators & Analysts
Industry Allies
Homeowners Associations •Builders
•Developers • HVAC
Current Prospective Dealers • Plumbers
• Manufacturers •
Customers Customers Retailers •Realtors •
Architects • Engineers
Civic Leaders & Local Regulators
National Gas Industry (LDCs/Pipeline/Mktrs)

7. National Media
Legislators Branding on local gas
are exposed company vehicles
Online bill pay supported to messaging
by green messaging as consumers
Local gas
On-hold
service Commercials tagged
messaging
person by local gas company
reinforces
leaves
green
behind
messaging
reminder
messaging Statement stuffer in
local gas company bill
Local gas company radio supported
by green messaging

8. Five Year Plan – Thinking Big
We Are Here
Increased Increased
Online National
Presence Advertising
thru
National Social Increased
T
Advertising/ marketing Channel
Media Buy tactics Marketing
Creative
Consumer
Research Materials National PR National Grassroots
& Testing & Media Advertising Engagement
Strategic Outreach
Planning National PR National PR National PR
Messaging Trade
Spokesperson Partnerships Partnerships Partnerships
Digital

9. Celebrity Spokesperson
CARTER OOSTERHOUSE
• HGTV personality
• Credibility with consumer and trade audience
• Appeal crosses gender and age lines
• Opportunities for integrated content

10. Media Launch – November 17th
• National press
release
• Live SMT with Carter
Oosterhouse
• Local releases by
LDC member
companies
• Eight CRE board
member interviews

11. Building a Brand
Logo Extension
• Brochures/newsletters
• Bill stuffers/statements
• Presentations
• Uniforms/Trucks
• Business cards
Other Tools
• Brand Promise Video
• Consumer Website*
• Carbon Calculator*
• Press Releases
• Ad Creative
• Research

12. Synergies in Brand Building

13. CRE Industry Logo
• Builds
product
brand
• Integrates
with your
logo
• Available
free to all
members

14. Carbon Calculator
• Market
specific
data
• National
average
tells story
in less
favorable
markets

15. Consumer Website
ComfortableResponsible.org
• Call to action
for campaign
materials
• Entry point
for consumer
and media
engagement

16. Member Microsite
CREmembers.org
• Member
resource
center
• Share ideas
• Download
materials
• Committee
work

17. Member eNewsletter
• Regular
member
outreach
• Promote
tools
available
• Highlight
integration
successes

18. Creative Production

19. Looking Ahead: Social Media

20. The Energy Conversation
• What
customers
are really
saying
• Tracks
media
influence
on the
Significant opportunity
discussion for NG to have a greater
share of the
conversation and more
positive mentions

21. Measuring Success
Monitor Effectiveness
Certify, Sample, Integrate PR Placement, Online
Media Prominence Analysis
Index
Performance
Evaluation
ROMI
Participation Rates,
Metrics & Market Penetration
Measurement Study
Customer & Demand
Growth
Comply, Evaluate, Model
Refinement Post Campaign
Media Optimization Model
Predictive Diagnostic Proof

22. What the CRE Means for
Member Companies
• Industry leaders drive the message
– Chairperson: Donna Peeples, AGL Resources
– Vice Chair: Kevin McCrackin, DTE
– 2nd Vice Chair and Treasurer: Michelle Bloodworth, Alagasco
• Engages customers in energy dialogue
• Ensures natural gas has a voice
• Establishes framework for industry synergies
• Extends marketing investments
• Increases effectiveness

23. Friends of CRE and Natural Gas

24. Membership Message

25. Visit www.CREmembers.org today!