2011 Igniting Creative Energy Challenge Program Recap July 22, 2011

Outline •  Program Overview

•  Measurement / Successes

•  Call for Entries Outreach

•  Early Bird Initiative

•  National and State Events

•  Clip Analysis

•  Clip Highlights

•  Social Media Results

•  Key Learnings

•  Recommendations

•  Planning for 2012

Overview •  2011: 10th year of National ICE, fifth year of State ICE.

•  National winners announced in April to May; won educational trip to EEF and a solar backpack that charges most electronic devices.

•  Eight State ICE events held from April to June; won a pizza party and a solar backpack that charges most personal electronic devices. Account executives were strongly encouraged to apply for a $1,000 Blue Sky Involve grant, courtesy of Johnson Controls, and volunteer with the school.

•  Overall positive feedback from sales force and program partner (NEF).

•  Media coverage for all 11 events.

Launch/Call for Entries Release •  The call for entries press release was

distributed via the wire on Dec. 14, 2010.

•  The release highlighted the 10th anniversary of the Challenge.

•  Ongoing media relations and social media (i.e. Twitter activity) supported the effort.

•  Media Highlights: o  More than 56 articles, including:

o  Water & Wastes Digest o  Consulting-Specifying Engineer o  Water Online

Early Bird Entry Program •  The Early Bird entry initiative encouraged student submissions by Feb. 18, 2011 to

be entered in a drawing to win additional energy-related prizes.

•  Early Bird information was included in the launch press release distributed on Dec. 14, 2010.

•  Early Bird support included media relations and social media outreach (i.e. Twitter activity) to drive traffic to IgnitingCreativeEnergy.com.

•  The ICE website housed Early Bird landing pages with photos of the Early Bird winners and their prizes.

Early Bird Entry Program •  Fourteen students were named Early Bird winners.

•  Winners announced over seven-week period between February and March.

•  Program did not increase Twitter traffic, only garnering 7.5 percent of the total click-throughs.

Early Bird / Social Media Results •  ICE Twitter activity began in January

and culminated in June, with 51 total tweets garnering 120 click-throughs.

•  Tweets focused on call for entries, the Early Bird initiative, website posts from teacher and student winners and event coverage.

•  Retweet highlights include: o  Four total retweets throughout the

program, or 7.8 percent, from: o  @EfficiencyNexus o  @Tomelwhite o  @AquaGuy_AquaGal_

Measurement & Success •  Behavioral

o  Sales force familiarity with program o  Number of entries received and quality

•  Attitudinal o  Sales force feedback

•  Tactical o  Clip analysis o  Social media analysis

Measurement & Success Business Objectives

•  Support Johnson Controls legacy of corporate philanthropy by recognizing and rewarding quality student ideas on energy and the environment.

•  Continue to create business development for the Johnson Controls sales force through in-market events.

•  Position ICE partners as leaders in sustainability, energy, environmental conservation and education through national and local PR.

•  Support business strategies by connecting district administrators and key decision makers with Johnson Controls account executives to build relationships and ultimately drive sales.

Accomplishments

•  Awarded four national winners and one teacher winner educational trips to EEF, a Flip cam and a solar backpack.

•  Awarded eight state winners with a solar backpack and a total of eight pizza or treat parties.

•  Developed, incorporated and communicated consistent messaging in all program materials, including the marketing toolkit for sales representatives, 22 media advisories and photo alerts, and launch and winner releases.

•  Positive feedback from sales representatives with references to relationship-building with school officials.

•  A school administrator (principal, superintendent or other) was present at 11 out of 11 events, or 100 percent.

Measurement & Success Communications Objectives

•  Increase overall awareness of the ICE program throughout North America.

•  Position ICE as the premier energy awareness program among K-12 students and educators.

•  Position Johnson Controls as a leader in sustainability.

•  Increase public relations and media impressions.

•  Enhance energy and environmental awareness in schools and communities.

Accomplishments

•  Print / online coverage in 100 percent of the markets; broadcast / radio coverage in 40 percent of the markets.

•  More than just mentions – more than 25 percent of total clips were feature stories / segments with photos, quotes or interviews with program representatives.  

Sales Force Feedback "The great part about the challenge is the kids were really into it," Nelms said,

noting the creativity of the challenge appeals to all types of learners and can get students interested in science. "When you have kids excited about a program like this, it becomes contagious.” Michael Nelms, 2011 ICE National Teacher Winner

“The ICE program is an excellent way to create awareness about JCI and the significant contributions made by our company throughout the communities in which we serve. In California, it has been about creating opportunities to leverage the value we can bring into the classroom from an educational perspective in tandem with our energy solutions in which we work and learn.” Kim Johnson-Lackey, account executive, Johnson Controls

National Elementary School Winner Farmington, New Mexico - April 28, 2011

Winner: Heather Eberhard, Grade 3 School: Northeast Elementary School

Johnson Controls Representative: Scott Griffith

•  Eberhard created a puppet show that demonstrated the importance of recycling plastic bottles.

•  Media Highlights: o  The Daily Times

National Middle School Winner Hillsborough, California - May 2, 2011

Winner: Aitan Grossman, Grade 8 School: The Nueva School

Johnson Controls Representative: Mike Kozlowski

•  Grossman created a website, www.kidearth.us, to showcase an original song about global warming that he composed and recorded.

•  Media Highlights: o  San Mateo Daily Journal o  MercuryNews.com

National High School Winner La Jolla, California - April 22, 2011

Winner: Adam Hersko-RonaTas, Grade 9 School: La Jolla High School

Johnson Controls Representative: Kim Johnson-Lackey

•  Hersko-RonaTas developed a self-narrated video about the importance of building weatherization.

•  Media Highlights:

o  XHAS-TV (Telemundo)

o  La Jolla Light

National Teacher Winner Dresher, Pennsylvania - May 27, 2011

Winner: Michael Nelms School: Sandy Run Middle School

Johnson Controls Representative: Phil Solomon

•  Nelms received the national honor for encouraging students to get involved in energy conservation.

•  Media Highlights: o  MontgomeryNews.com

National Water Winner Granger Indiana - May 5, 2011

Winner: Adrianna Kuzma, Grade 10

Johnson Controls Representative: Lisa Knauer

•  Kuzma created a video about water conservation, which included current water issues as well as interviews with local utility and water officials.

•  2011 marked the inaugural year of the ICE Water competition, which focused on water conservation.

•  Media Highlights: o  South Bend Tribune o  WSJV-TV (FOX)

ICE Events – Geographically

DeLand, Florida May 20, 2011

Winner: Connor Ward, Grade 11 School: DeLand High School

Johnson Controls Representative: Amy Dorsett

•  Project: Kill Her or Save Her poem

•  Ward wrote a poem about the use of renewable energy, personifying that type of power source.

•  Media Highlights: o  Daytona Beach News-Journal

Salt Lake City, Utah May 25, 2011

Winner: Hannah Gose, Grade 3 School: J.E. Cosgriff Memorial Catholic School

Johnson Controls Representative: Bruce Munson

•  Project: The Path to a Wonderful World

•  Gose created a sustainability board game.

•  Media Highlights: o  KUTV-TV (CBS) o  IntermountainCatholic.com

Dresher, Pennsylvania May 27, 2011

Winner: Anthony Wisdo, Grade 6 School: Sandy Run Middle School

Johnson Controls Representative: Phil Solomon

•  Project: Earth Song/Ball Renewal

•  Wisdo wrote a song about the environment and recycled old soccer balls.

•  Media Highlights: o  MontgomeryNews.com

Meridian, Idaho June 3, 2011

Winner: David DePaolis, Grade 5 School: Mary McPherson Elementary School

Johnson Controls Representative: Michael Enzler

•  Project: Energy Pig to Energy Star

•  DePaolis assessed his home’s energy consumption and went through actions needed to correct the problems.

•  Media Highlights: o  KTVR-TV (FOX) o  KBOI-TV (CBS) o  UpperDublin.Patch.com

La Jolla, California April 22, 2011

Winner: Jaena Han, Grade 12 School: La Jolla High School

Johnson Controls Representative: Kim Johnson-Lackey

•  Project: Learn, Think, Act

•  Han created a piece of artwork that displayed several ways people can conserve energy in their daily lives.

•  Media Highlights: o  San Diego Union-Tribune o  XHAS-TV (Telemundo) o  La Jolla Light

Farmington, New Mexico April 28, 2011

Winner: Kaylin McLiverty, Grade 3 School: Esperanza Elementary School

Johnson Controls Representative: Scott Griffith

•  Project: Gossip E-News newsletter

•  McLiverty created a environmentally based newspaper, which included a crossword, word scrabble and interviews with green families.

•  Media Highlights: o  The Daily Times

Holland, Michigan May 13, 2011

Winner: Naomi Kuyten, Grade 10 School: West Ottawa High School

Johnson Controls Representative: David Gehrls

•  Project: The Urban Chicken Coop

•  Kuyten created the blueprint for a complete sustainable chicken coop.

•  Media Highlights: o  Holland Sentinel o  Mlive.com

Massapequa, New York June 21, 2011

Winner: Nicholas Jannello, Grade 6 School: Birch Lane Elementary School

Johnson Controls Representative: Lisa Brown

•  Project: Earth Matters game

•  Jannello created an environmentally themed board game.

•  Media Highlights: o  Newsday

National ICE Clip Analysis •  National winners were announced in the Energy Efficiency Forum release in

place of distributing national multimedia releases.

•  2011 news release efforts did not include multimedia news release distribution, which may have affected national media interest.

•  Event media alerts were distributed to statewide outlets to support media relations.

•  Broadcast / radio coverage was secured for two of five national events, with online broadcast pickup for both events.

•  Print / online coverage was garnered for all five national events.

•  A total of 24 hits were secured across five national events.

State ICE Clip Analysis •  Print / online coverage in all eight markets for a 100 percent success rate.

o  Online outlets provide an easy way to highlight student projects (videos, songs, etc.), segments and pictures.

o  More than half of hits were full-page feature stories, including quotes and/or photos.

o  Total circulation of print coverage approximately 388,000. •  Key placements include:

•  Newsday •  Daytona Beach News-Journal •  Holland Sentinel

State ICE Clip Analysis •  Television broadcast coverage in three out of eight markets for a 38 percent

success rate.

o  Down 27 percent from 2010 with 11 markets.

o  Total audience for broadcast coverage: 96,000 with multiple segment air-times.

•  Key placements include: •  XHAS-TV (Telemundo) •  KTVR-TV (FOX) •  KBOI-TV (CBS) •  KUTV-TV (CBS)

•  National radio broadcast coverage in zero out of eight states.

Clip Highlights

Key Learnings •  Sales

o  Representatives see the value in the ICE Challenge as a community engagement initiative. More emphasis from a marketing, communications and sales perspective needs to be placed on the program to promote it as a relationship-building tool for representatives.

o  Representatives who understood ICE program specifics, including the number of applicants/submissions the program has received in total, the structure of the program and qualifying criteria, were better able to facilitate media questions.

o  Several representatives showed creativity and enthusiasm providing items such as globe-shaped piñatas, recyclable yo-yos, and Italian ice. These gestures were well-received by the attendees.

•  Logistics o  Utilizing school photographers, when available, cut down on hard costs

and time spent on event coordination. o  Having representatives pick up event materials the day before the event

reduced stress and saved time the day of the event.

Key Learnings •  Media

o  Events held in smaller towns and remote areas created challenges for media coverage.

o  Reduced number of events considerably lowered overall media coverage from previous years.

o  Media attendance at schools required the permission of the school and the student’s parents.

o  Attendance of local politicians helped secure media coverage.

•  Overall Communications o  Attendance by multiple representatives helped better facilitate media

questions and build rapport with family members and faculty.

Recommendations for ICE 2012 •  Sales

o  Make targeted sales regions more of a focus moving forward. o  When possible, Johnson Controls representation at events should include

vertical market personnel to help facilitate interactions with media and others. o  Encourage representative creativity and welcome their suggestions, budget

permitting.

•  Logistics o  Consider working with a company such as 1800Flowers.com to create an

event package that includes balloons, flowers, etc., to simplify the process for sales representatives.

o  Ensure solar backpacks are the latest available model and the technology is compatible with popular electronic devices.

Recommendations for ICE 2012 •  Media

o  Include item on entry form that enables sign-off on media attendance at events.

o  Reconsider a media partner, such as The Weekly Reader or Highlights, to more effectively promote the program to teachers and students.

o  When possible, invite local politicians to the event. This builds rapport, awareness and helps secure media coverage.

•  Overall Communications o  Develop year-round communications targeting educational associations and

professional teaching associations. o  Explore ways to integrate the ICE Challenge with other Johnson Controls

educational programs (i.e., Conservation Leadership Corps, Give Five for Greener Living and Campus Green Scene).

o  Create a follow-up survey for schools, sales representatives and program partners.

o  Update ICE website to encourage visitors and support social media efforts year-round. Use the website as a hub for environmentally focused resources and provide science curricula.

Big Ideas for 2012 •  Include a green area of concentration in each year’s competition. Next year, focus

on solar energy.

•  Revamp ICE as a contest that includes students and their parents, submitting entries as either individuals or a team. o  Theme: Learning happens best when the whole family is involved.

•  Are You Greener Than A Fifth-Grader? – A trivia contest between students and parents to determine who knows more about sustainability.

•  Green Family Feud – Using an online calculator on the ICE website, family members compete to see who can conserve the most energy.

•  ICE at Home – Creative energy solutions are developed to be practiced in the home by family members.

•  Refocus ICE as an energy-conservation competition to include students within their respective schools and across school districts. o  Theme: Some friendly competition within schools and across school districts

will get students excited about sustainability. ed. •  Sustainability Fairs – Students showcase their energy projects at science

fairs and compete against other school districts in their city and/or state.