Brand Building

2004 Canadian ENERGY STAR Manufacturer of the Year

A starting point…

Over 2000 window manufacturers in Canada

Tens of thousands of contractors in our market

Brand recognition is very weak

Our Goals…to increase awareness of… The amount of ENERGY LOSS through

windows ENERGY STAR brand as a specific way to

identify windows that are the most energy efficient

Centennial’s brand as the solution

Perceptions and Realities “Mom & Pop” contractor industry A “Tin Man” perception In reality it is a multi-billion dollar industry

with very few big players A dream opportunity for a marketing firm

Joe’s Windows

and Bait

FREE Windows?

It’s all about Positioning Building value Building confidence Getting away from unsubstantiated claims Building a brand

Leading by Example Combine R&D, manufacturing, installation,

marketing & financing under one brand Leading advocate in developing and

promoting energy efficient products Power Smart Program in the 90’s First windows to be CSA certified First windows to be ENERGY STAR

qualified

Hitching A Ride with

ENERGY STAR

First To Market

Trade News

Consumer Press

Rolling Out ENERGY STAR May 2004 – receipt and announcement

of Manufacturer of The Year Award 24 month promotional plan to leverage

‘Efficiency’ positioning Commissioned a marketing expert as

Brand Champion Public Launch – On a Pedestal

View Commercial

Converting Conservati

on into Cash

Converting Conservati

on into Cash

Making ENERGY STAR part of our culture… 10,000 new lawn signs were purchased

featuring the ENERGY STAR logo  Company installation trucks were lettered

with the participant logo Sales staff were trained in selling ENERGY

STAR and the EnerGuide for Houses program

All showrooms were provided signage promoting our participation in ENERGY STAR

Making ENERGY STAR part of our culture… 5000 product brochures were distributed at

home shows and shopping mall displays Our quote folder was redesigned to

emphasize the 2004 Manufacturer of the Year Award

Sponsored TV personality, Jon Eakes to introduce the City of London’s LEG program - promoting EnerGuide for Houses and ENERGY STAR

Developing partnerships…

A Rebate Program

Launched with

Union Gas

Pre-launch notice to

Customers

Campaign gets cookin’ Produced and aired over 100 TV spots in

fall of 2004 to kick off campaignView Commercial

Campaign gets cookin’ Four different flyers were produced and

more than 2 million were distributed as inserts in seven newspapers throughout South Western Ontario. Each flyer focused on the ENERGY STAR label View Sample

Campaign gets cookin’ Centennial Windows and Union Gas jointly

developed a billing insert that was distributed to 800,000 Union Gas customers in South Western Ontario - twice View Sample

Campaign gets cookin’ Centennial Windows produced and

distributed over a million direct mail pieces to support the 1.6 million billing inserts distributed by Union GasView Sample

Results Campaign combined to generate over 5

million impressions of the Centennial/ Union Gas/ ENERGY STAR partnership against targeted homeowners

Results Over $300,000 in Centennial rebates were paid

to Union Gas customers on their gas bill Over 1000 Union Gas customers lowered their

gas bills… first with the rebate and then in the long term with ENERGY STAR qualified windows

Centennial Windows sales increased 48% year-over-year for the promotion period

Early survey results indicate that the Centennial brand has achieved leadership status

“Since installing our new ENERGY STAR windows from Centennial we have noticed there are no more drafts. Our house seems to have more even heat everywhere and we’ve even been able to reduce our thermostat by 3 degrees and not even notice a difference! Thanks Centennial.” A Union Gas Customer

The Future Higher standards from ENERGY STAR to

further separate us from the competition New alliances. We must continue to

explore government-utility-manufacturer partnerships