Ontario Power Authority:
Conservation Demand Management Programs
Combining experience in project management and strategic counsel, the Green Group used advertising, marketing, media outreach and public research to develop and employ four energy conservation programs.
Every Kilowatt Counts - The Every Kilowatt Counts program is an education awareness and incentive program designed to help Ontarians make simple, energy-efficient choices. The Green Group developed the brand and designed brochures containing coupons and information to reduce electricity usage. Other components included website design, media launch events across the province, and "earned media" placements.
Cool Savings – The client required a program to encourage Ontarians to reduce their electricity use during the summer months. The Cool Savings Rebate was developed to offer Ontario homeowners rebates to replace or upgrade their existing cooling systems. A rebate booklet, a website, ad placement, and media outreach including letters to the editor, interviews and earned media were successfull program components.
Hot Savings – The client required a program to get Ontario homeowners to adopt programmable thermostats in order to better regulate electricity use. Project components included website design, ad placements, and interview opportunities as part of an earned media value.
Refrigerator Retirement Program – Administered through the OPA and local utilities, the Refrigerator Retirement Program was developed to encourage homeowners to retire their older refrigerators. The test communities included Barrie, Kingston, Mississauga, St. Catharines, Timmins and Windsor. The pilot stage included media outreach and program promotion through earned media spots and event staging. Recently, the program was renewed. It is expected to expand across Ontario.
Trees Ontario Foundation and the Ontario Forestry Asscociation:
Managed Forest Tax Incentive Program
After a successful lobbying campaign by Environmental Communication Options to have the Managed Forest Tax Incentive Program (MFTIP) reinstated, the Green Group was asked to increase awareness and public involvement in the program. A twenty-four city workshop tour throughout the province was designed and organized in support of the program. From 2005 to 2006, the tour attracted over 1,600 people. Community media attention was achieved through earned media, radio and newsprint advertising and strategic campaign counsel. Recently, the program was renewed. It continues to attract new landowners.
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North American Insulation Manufacturers Association:
Ontario Building Code (energy efficiency)
In 2005, Environmental Communication Options (ECO) was approached to conceive and manage a campaign seeking to amend the Ontario Building Code to include more stringent energy efficiency standards. ECO garnered support from key stakeholders, including the housing industry representatives and NGOs. Green Group member firms conducted public opinion research polling and implemented an earned media campaign to inform decision makers of the importance of reforming the existing legislation, following up on the eve of a legislative decision with a paid advocacy advertisement in Ontario’s leading daily newspapers. Relevant materials including information packages, web site, brochures and print ads were developed to support the overall message. Legislative changes reflecting NAIMA’s policy priorities were accepted by the Ontario government in the spring of 2006.
Devils Lake Outlet (Canada-USA water dispute) Green Group member, Environmental Communication Options has worked with Friends of the Earth (Canada) since 2005 to raise national and international media awareness and to engage political dialogue on the transfer of polluted water and invasive biota from Devils Lake in North Dakota to Lake Winnipeg.
Environmental Communication Options organized media conferences and technical briefing sessions in Winnipeg, including one involving the Manitoba Chamber of Commerce and Regional First Nation’s organizations in the Rotunda of the Manitoba Legislature.
Friends of the Earth (Canada) worked closely with Green Group member, Oracle Research, as they undertook public opinion research used to fine-tune the communication initiatives.
Environmental Communication Options also distributed letters, media releases and op-eds and coordinated interviews for Friends of the Earth on both sides of the border, resulting in a high level of awareness of the issue.
The Great Refrigerator Roundup is a free province-wide program which removes old, inefficient appliances. The program is a partnership effort by the Ontario Power Authority (OPA) and 75 local electricity distribution companies (LDCs) across Ontario.
The program launched in June 2007, and comfortably exceeded its first-year goal of 47,500 units, saving an estimated 11 megawatts in its first seven months to the end of 2007. For every 10 - 12 fridges removed, one typical Ontario home is effectively removed from the grid forever. In addition to the energy savings, more than 95 percent of the material from each unit collected is sent to be recycled and the appliance is permanently decommissioned.
As the external Program Manager for The Great Refrigerator Roundup, Green Group’s responsibility is to help drive the program and meet the goals set out by the OPA. In this role Green Group deals with every aspect of the program, including initial planning, marketing, call centre and dispatch, pickup, decommissioning, evaluation, monitoring and reporting.
The success of The Great Refrigerator Roundup is a result of the efforts of a great group of people and companies interested in the success of Ontario’s energy supply and environment. And due to the success in the program’s first seven months, the OPA has extended the program for another two years.
Ontarians interested in participating in The Great Refrigerator Roundup can get complete details from the OPA’s Every Kilowatt Counts (EKC) website: www.everykilowattcounts.ca. Appointments for appliance pick-ups can be made either online or toll-free at 1-877-797-9473.
