Strategic Marketing

CASE STUDIES 5 of 5

Re-energizing ENERGY STAR® Brand

Northeast ENERGY STAR® Appliance and Lighting Initiatives

Clients: Appliance and Lighting Working Group of Northeast Energy Efficiency Partnerships, consortium of energy efficiency service providers, electric and gas utilities. 1998-2000; 2002-2004.

Location: Massachusetts, New Hampshire, Rhode Island, Connecticut, Vermont, Long Island, New York

Challenge/Business Need

The ENERGY STAR® brand is well-recognized with many consumers, but it needed a boost to help increase sales of ENERGY STAR qualified lighting and appliances, including clothes washers, dishwashers, refrigerators and room air conditioners at the retail level. These energy-efficient products are sometimes perceived as more functional, versus modern and stylish. Also, consumers may not readily understand that these products have two price tags—the upfront purchase price and the long-term operating cost. After combining both price points, the ENERGY STAR products are a better value for saving money, energy and the environment, without sacrificing comfort, convenience or the latest features.

CSG’s ROLE

The Northeast Energy Efficiency Partnership, a consortium of electric and gas utility companies and energy efficiency service providers, wanted to increase sales of ENERGY STAR qualified products in the Northeast as part of the region’s energy-saving goals. CSG was selected to create and execute an integrated multi-faceted advertising, marketing and public relations campaign to increase consumer awareness and drive sales of ENERGY STAR qualified products at the retail level.

Working in partnership with Applied Proactive Technologies (APT), the retail field services provider, and Energy Federation, Inc. (EFI), the rebate processing firm, along with top talent in advertising, media placement, and public relations, CSG developed a marketing campaign that met the needs and goals of all stakeholders, including:

• Northeast electric and gas utilities, energy efficiency service providers
  
• Manufacturer and retailer partners
  
• Consumers
  

Strategy & goals

Develop a lifestyle educational advertising and sales campaign with many points of consumer contact that benefited both the industry and the public:

• Broad based advertising including television, radio, print (newspaper and magazine), online (myenergystar.com)
  
• Public relations including news media outreach, special events and contests
  
• Retailer point-of-purchase promotion and co-op advertising
  
• Online retailer training and communications

Impact

• Increased consumer awareness and sales of ENERGY STAR qualified products
  
• Garnered local, regional and national media attention
  
• Met or exceeded energy-saving goals for the region
  

CSG Contacts

Cindy Johnson, Vice President of Marketing & Communications