Audience Engagement Communication Plan for takeCHARGE

Background

• takeCHARGE was created in 2008 as a partnership between Newfoundland Power and Newfoundland and Labrador Hydro, Newfoundland and Labrador’s two power utilities.

• The goal was to encourage and promote energy efficient practices in homes and businesses.

• In 2009, takeCHARGE launched the Energy Savers Rebate Programs, giving residents of Newfoundland and Labrador rebates for purchases of electric and programmable thermostats, Energy Star Windows and insulation for their basement and attic.

Background continued

• Since 2009, increasing awareness of takeCHARGE and participation in the rebate programs have been the primary goals for partnership.

• takeCHARGE has been pursuing these goals using traditional media such as television commercials and print, online and radio advertisements as well as in-store events with great success. There is currently great awareness of the brand and rebate targets have been reached or exceeded each year.

Background continued

• With the launch of the marketing campaign in 2009, takeCHARGE introduced their three Energy Savers Stars: Thermostat, Insulation and Window.

• Since that time the creative has aimed to develop the personalities of the characters as a fun way to position energy efficiency and engage consumers.

Background continued

• In October 2010, takeCHARGE dove in to the social media world with the launch of their Facebook page, www.facebook.com/takechargeNL

• Since the launch, the page has garnered just over 1000 fans, which is excellent given the size of the market in Newfoundland and Labrador.

Background continued

• Although, takeCHARGE is pleased with the number of Facebook likes, the team would like to see the quality of the engagement improve.

• Current interactions with the page surround the weekly contest and do not engage the audience in energy efficiency conversations.

• Facebook is currently the only tool aside from in-store events used by takeCHARGE to form relationships with their audience.

Strategy

• Strategy– Use a mix of online and offline tools to build relationships

with takeCHARGE’s key audience.– Move consumers along the continuum of energy efficiency

practices from low cost/no-cost solutions to participation in the Energy Savers Rebate Programs.

– Increase the focus on intercepting audiences outside traditional advertising.

Goals and Objectives

• Goal– Build relationships and increase engagement among key

audience

• Objectives– Increase number of Facebook fans and engage in energy

efficiency discussion– Launch Twitter feed and gain followers– Launch blog and generate discussion on energy efficiency– Increase traffic to takechargenl.ca

Target Audience and Market

• Target Audience– Adults in Newfoundland and Labrador 25 years

and older, with a sweet spot of ages 25 – 54• Target Market– Province of Newfoundland and Labrador

Key Messages

• takeCHARGE offers rebates on energy efficient products to encourage people to buy energy efficient products instead of non-energy efficient products.

• There are many no cost-low cost solutions that can save energy and save money.

• Reducing energy consumption is good for the environment and can save you money.

Social Media Tools

Overview

• Social media tools to be used:– Facebook– Blog– Twitter– YouTube

How takeCHARGE will use Facebook

• takeCHARGE currently uses Facebook to run weekly contests with the aim of attracting more fans.

• Currently they have 1000, the page can be found here www.facebook.com/takechargeNL

• We recommend continuing with the weekly contests, but suggest including it as part of a larger contest.

How takeCHARGE will use Facebook

• The goal of the larger contest will not only be to garner more fans and thus increase the Facebook audience for the takeCHARGE message, but to encourage people to give more thought to how they can save energy and money in their homes.

• The contest revolves around the question: If you could be one takeCHARGE Energy Saver, which would you be and why?

How takeCHARGE will use Facebook

• Entrants will choose from Thermostat, Insulation and Window, describe why they would to be that Energy Saver and submit their entry using a custom Facebook application.

• Once the entry period is over, entrants will help promote the Facebook page by getting their friends to vote for their entry in order to win the grand prize.

How takeCHARGE will use Facebook

• The Facebook contest will be promoted in media previously purchased by takeCHARGE as well as through Facebook itself and during in-store events, to be discussed.

Facebook - Rationale• takeCHARGE chose to use Facebook because it is a

highly interactive medium and can allow for highly customized visual content.

• It is the most popular social networking site with over 600 million active users (Source).

• Popular with all age demographics, particularly young adults, and is growing in popularity with those 35+, takeCHARGE’s target audience.

How takeCHARGE will use a Blog• takeCHARGE will use blogs to speak to their audience in an

informal voice about energy efficiency. • The blog will feature articles written by members of the

takeCHARGE team, but will also feature guest bloggers who will be invited to make changes to improve their energy efficiency and blog about the journey and process.

• Groups to be invited to guest blog include a family with young children, seniors, young adults/students, politicians, small businesses and schools.

How takeCHARGE will use a Blog• Energy efficiency experts will regularly also be invited

to the blog, providing tips on how to conserve energy and save money

• The blog will also be host to Q&A sessions where the audience can submit their energy efficiency questions to be answered by the experts.

• The blog will be hosted on the takeCHARGE website

Blog - Rationale

• A blog is a good social media tool for takeCHARGE, as they allow takeCHARGE more space than Facebook or Twitter to provide richer content and more information to their audience.

• Because blogs are interactive and allow visitors to leave comments, ask questions and share content, it will allow takeCHARGE to engage in conversations with their audience in an informal manner.

Blog Sample – Young Family

July 9th, 2011Hi Energy Savers, I’m Jenny. My family and I are embarking on an energy saving adventure and takeCHARGE has asked me to blog about my experiences along the way. First, let me tell you about my family: there’s myself, my husband Rick and our two-year old twins Robbie and Liam. We’ve just moved into an older home and have found it expensive to heat in the winter, something we want to change. So takeCHARGE is helping us make our home more energy efficient to save us a few bucks next winter. First up, checking the caulking around windows and doors. Small steps, yes, but we’re going in the right direction. Now, time to go find that caulking gun. Be sure to check back for a weekly updates on my EE adventure – I know I’ll have lots to share.

Blog Sample - Student

September 3rd, 2011My name is Jasmine and I’ve been asked to participate in an energy conservation challenge sponsored by takeCHARGE to improve my overall energy efficiency. I am a 3rd year arts student at Memorial University and live in St. John’s with my two roommates, Natalie and Lindsay. As university students we know that we can’t afford to make major ‘green’ renovations to improve our efficiency level, but we look forward to making small changes that can help save the environment. We’re very conscience about the future of our planet and look forward to doing our part, and hopefully save some money!

Blog Sample – StudentSeptember 27th, 2011Well, it’s week 3 of the energy efficiency challenge and so far my roommates and I have been enjoying reading articles and learning about ways that we can reduce our energy use. As minor as it sounds we have pledged to turn off the lights in a room when we weren’t in it. Admittedly, we were all terrible at leaving the lights and the television set on. Any time one of us catches the other, they have to buy pizza for the house (not so nice on a student budget!). To date there has only been one pizza purchased and that was during the first week. We also checked for sales and found energy efficient light bulbs on sale at Canadian Tire and changed all the light bulbs throughout the apartment to CFLs. We also purchased plastic for the windows to provide extra insulation during the winter months. Given that we live in an older home converted into apartments, I think that when the cold sets in the plastic will be a huge money saver. I’ll let you know how it turns out!

How takeCHARGE will use Twitter• takeCHARGE currently has a Twitter account, but the

purpose was only to secure the username, no tweets have been made.

• It will be used to drive traffic to the website and the YouTube channel and to promote in-store events.

• The following are examples of types of tweets:– Tips on energy efficiency – Media stories of interest– Links to videos and blogs

How takeCHARGE will use Twitter

• Sample tweets from @takeCHARGENL include:– Stop by Kent on Stavanger Drive between 12-4 today for

your double thermostat rebate coupon! – New Article: How Smartphones make Energy Efficiency

Easier and More Fun http://goo.gl/zTgTU– Enter our Energy Savers Facebook contest for your chance

to win an Energy Star makeover www.facebook.com/takechargenl

Twitter Followers

In an effort to increase followers, takeCHARGE will endeavour to have the Premier of Newfoundland and the Minister of the Environment to retweet takeCHARGE tweets.

Twitter - Rationale

• Twitter is just beginning to catch on in Newfoundland and Labrador so this is a good time for takeCHARGE to begin using the service.

• With over 200 million users, Twitter is an excellent tool to help push visitors to the website and engage in energy efficiency conversations.

How takeCHARGE will use YouTube

• takeCHARGE currently has a YouTube channel with several How-to videos and the TV ads from the past two campaigns.

• They have been very successful in posting videos to their website and the YouTube channel highlighting ways to save energy.

• We suggest continuing to use YouTube to host any new How-to videos and TV spots. We will drive traffic to the channel using Twitter and the blog.

In-Store Events

• takeCHARGE will partner with select retailers to host in-store events to make face-to-face connections with consumers.

• The events will feature special offers from retailers and information for consumers about the Energy Savers Rebate Programs.

In-Store Events

• The events will also give consumers an exclusive chance to win prizes such as iPod shuffles and gift cards by liking the Facebook page during the event.

• The hosts will have a laptop at the events for those who have not liked the Facebook page to log on to their Facebook account and like the page.

• Once visitors have liked the page, they can fill out a ballot to win the prize.

In-Store Events

• The hosts of the in-store events will also be encouraging visitors to enter the Facebook contest, follower takeCHARGE on Twitter and promoting the Energy Savers Rebate Programs

• To attract visitors to the booth, the hosts will have a pop-up banner and posters with takeCHARGE branding and messaging.

Why These Tools?

• The reach and dialogic characteristics of Facebook, a blog, Twitter and YouTube will help increase engagement with takeCHARGE’s target audience, while providing energy efficiency information to Newfoundlanders and Labradorians .

• Through the use of social media and in-store events, takeCHARGE will connect with their target audience and promote their energy efficiency message.

How will we measure?

• Objectives:– Increase number of Facebook fans and engage in energy

efficiency discussion – measured by monitoring the number of Facebook fans and discussion on the page

– Launch Twitter feed and gain followers – measured by the number of followers and retweets

– Launch blog and generate discussion on energy efficiency – measured by the content and number of comments and traffic to the blog page on the website

– Increase traffic to takechargenl.ca – measured using Google Analytics

Future Applications

• After the Facebook contest has ended, the page will still be used to connect with fans and host energy efficiency discussion.

• The custom visuals will be revised to no longer show the contest messaging, but will host a forum for fans to discuss energy efficiency practices.

• The Twitter feed, blog and YouTube channels will continue to be used to engage followers and discuss energy efficiency practices.