Consumer Action Case Study: PowerForward Energy Conservation Campaign

Overview

During the spring of 2001, the need for energy conservation became a pressing concern across the nation. California was in the midst of “rolling blackouts” and experiencing astronomical costs for energy bought on the spot market. The state Office of Energy and power companies came together to create the PowerForward Coalition, focusing on conservation during summer months of peak energy use. Wilkinson Ferrari & Co. was hired to plan and implement the campaign.

We quickly determined that to effect change in energy consumption, we developed a “grass roots” campaign because all consumers, not just one segment, needed to conserve energy at home and at work. We segmented our audience into three energy consumer groups—residential, major private sector employers and government agencies.

Message content was developed that would be simple to understand for a broad audience. The content needed to communicate the need, the reason to conserve and how to conserve. We branded the campaign with a name and a logo and a three-tiered green, yellow, red alert notification system that was easy to used with the media, the public and with Web-based e-mail alerts. These alerts were issued when extra conservation efforts were needed, as determined by the Office of Energy.

The media relations plan included a kick-off press conference with the governor. We also met with editorial boards to communicate the importance of getting the energy conservation message out. All broadcast media received PowerForward logos with information about the appropriate levels of conservation practices.

We created a program with businesses called the PowerForward Business Partners. Support materials outlined the benefits of becoming a partner and also what we asked partners to do in return. A certificate of acknowledgment from the governor was awarded to each partner at the end of the campaign.

A PowerForward Web site, www.powerforward.utah.gov , was created to provide a resource to consumers, media and businesses about the program, the three-tiered alert system and the option to sign up for e-mail alerts.

Radio advertising was used to supplement earned media to deliver general messages about simple ways to practice energy conservation. When “yellow alerts” were issued, increased messaging was issued on stations with paid advertising; PSAs aired on other stations.

Results

At the end of the 2001 summer season, Utahns had conserved 100 megawatts of electricity on each of July’s “yellow alert” days, the equivalent of the amount of energy needed for one day in 50,000 homes. So successful was the campaign that the state’s largest electrical energy company ended up with excess powerindicating conservation was positioned at a higher level in public consciousness. Eleven major employers signed on as PowerForward Business Partners and all reactivated their partnership for the 2002 campaign. All state government agencies reduced consumption by simply turning up the thermostats a few degrees. Midway through the campaign, a press conference was held to announce results of energy savings. Businesses shared their efforts in energy reduction at this press conference.