Donna Peeples

1
Council for Responsible Energy

• Donna Peeples
• 25 September 2008

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State of the Market

• Market and mindshare of natural gas is slowly
  eroding
• Lack of awareness that natural gas is a green
  choice
• Lack of motivation to ask for natural gas when
  looking to build or buy a home
• Lack of access in some homes and developments
• Energy/economic chaos offers an opportunity

3
The Solution CRE

• Unified platform with real impact
• Consistent messaging
• An infrastructure to make change happen
• Strength in numbers
• Leverage resources within the industry
• Attract high-quality workforce
• Increased credibility

4
Target Audiences
Opinion Leaders Legislators Analysts
Current Customers
Prospective Customers
Building Trades Builders Developers HVAC
Dealers Realtors Etc
Homeowners
National Gas Industry
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Executive Support
consistently and passionately educate the
public and provide our customers with the
information necessary to make the best energy
choice, natural gas. ... Dudley
ReynoldsPresident COO, Alagasco
advertising that engages and informs will
build an awareness level so people think about
natural gas first for both comfort and
environmental responsibility... Bill
CantrellPresident, TECO Peoples Gas
Its imperative we come together to
communicate the responsibility of using natural
gas for direct use in our homes and
businesses... Dean LioillioPresident CEO,
EnergySouth
emerging environmental policy will have a major
impact on our industry and our customerswe must
be proactive in addressing these issues... Tom
SkainsChairman, President CEOPiedmont Natural
Gas
We absolutely cannot be absent from the
national and global energy discussion. If we
dont tell our story, then were leaving that job
to our competition. Thats just not a risk Im
willing to take. John W. Somerhalder,
IIChairman, President and CEOAGL Resources Inc.
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Industry Support
Were thrilled that involvement in the CRE
ensures even smaller, publicly-owned utilities
can play a real role in shaping the future of
the energy landscape by helping to establish a
national brand image for natural gas. Bert
Kalisch, President and CEO, APGA
Simply having the environmentally superior
product is not enoughthe public must be made
aware of its virtues. The most effective way to
communicate the benefits of natural gas is
through a collaborative effort which maximizes
the effectiveness of each of the participating
companies resources. Tom Mulkey, President and
CEO, SGA
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A Foundation to Build Upon
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Propane A Model for Success
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Board Structure

• 4 Associate Members
• American Public Gas Association
• American Gas Association
• Southern Gas Association
• Energy Solutions Center

• 10 Voting Members
• 5 Initial Investors
• 5 At-Large Seats
• 4 Investor Owned Utilities
• 1 Publicly Owned Utility

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Research Findings

• Public unclear on environmental benefits of
  Natural Gas
• Greater promotion of conservation programs will
  enhance our environmental image
• Eco-consciousness of both product and company
  needs to be highlighted
• Customers are not willing to give up comfort and
  performance

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World Class Agency

• National, integrated marketing, PR and
  advertising agency
• Proven track record for environmental and green
  marketing
• Similar programs executed successfully

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Shared Mindset
I want to satisfy my customer and sell my
product while being environmentally
responsible. - Builder
I want to be comfortable in my home and be
environmentally responsible. -
Consumer
There is too much conflicting information. It
should be easier than this.
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The Consumer Insight

• People want to do the right thing when it comes
  to the environment, but they dont want to give
  up their comfort and lifestyle to do so.

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Five Year Plan Thinking Big
T
We Are Here
Increased National Advertising Increased
Channel Marketing Grassroots
Engagement National PR Partnerships
Increased Online Presence thru Social
marketing tactics National Advertising Natio
nal PR Partnerships
National Advertising/ Media Buy National PR
Media Outreach Trade Partnerships
Creative Materials Testing National
PR Spokesperson
Messaging Websites Calculator
FOUNDATION
YEAR 1
YEAR 2
YEAR 3
YEAR 4
Plans for production are dependent upon response
to offer.
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2008-2009 CRE Marketing Approach
National efforts provide air cover and materials
for continued local promotion.
DEVELOP MESSAGES AND MATERIALS
National Public Relations
NATIONAL
NATIONAL DIGITAL MARKETING
PAID MEDIA
PROMOTION
LOCAL OUTREACH
LOCAL
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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

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CRE Announcement

• Press announcement to launch campaign
• Announce establishment of CRE
• Coincide with Energy Awareness Month
• Include research to help create a timely news
  hook and attach the CRE story
• Homeowner survey provides snapshot of consumer
  opinion
• Targeting week of October 13th

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PR Builds Foundation for Media

• Spokesperson
• Gives campaign personality
• Large scale media tour
• Educational Materials
• Fact sheets, podcast series, ANR, case studies
• Carbon Calculator
• Local market promotions and online advertising
• Select Event Participation
• Green Building Conference
• Competitive Response Toolkit
• Release templates, pitch guidelines

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Media MaterialsCreative Campaign Development

• Concepting and testing to refine approach
• Creative production to include
• TV (1) Radio (3) Print (3) Outdoor (2) Online
  (3) Bill Stuffer / DM (2)
• Materials available for member use/placement
• Online Creative Lab will allow members to
  co-brand materials

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Digital Marketing Advertising

• Consumer Website
• Microsite for introductory and core messaging
• Home of carbon calculator interface
• Keyword search (Google) to drive traffic
• Geo-caching will push traffic to member sites
• Social Media
• 2-3 social media programs to be developed for use
  (i.e. You Tube/iTunes, Bookmarking article
  sharing)
• Member Newsletter

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Building a Brand

• Brochures/newsletters
• Bill stuffers/statements
• Presentations
• Uniforms/Trucks
• Business cards
• Tradeshow displays
• Promotional items
• Media kits
• Intranet
• Websites
• Co-branded Advertising

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Member Tool Chest

• Brand Video
• Logo
• Messaging
• Consumer Website
• Member Website
• Emissions Calculator
• Research
• Television Ads
• Radio Ads
• Outdoor Ads
• Print Ads
• Online Ads
• Bill Stuffers
• Press Releases
• Talking Points

Plans for production are dependent upon response
to offer.
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Measuring Success

• Landscape Metrics
• PRameter? Analysis of media coverage including
  the Media Prominence Index
• TONALITY (positive, neutral, negative)
• PROMINENCE (of product/brand in story) and,
• PENETRATION (as measured by media value)
• Target Metrics
• Pre- and post-campaign assessment
• Business Metrics
• PRoof ? Custom media/content analysis tying key
  message penetration to business outcomes

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Join us today at www.CREmembers.org!