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
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