8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 259
First viral campaign
httpwwwyoutubecomwatchv=vyN8oCgyN8Q
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 359
Why should cities be involved in
electricity saving campaignsBlackouts in homes and businesses
in 20072008 cost the economy
R50 billion (NERSA)
Energy Efficiency Campaigns will cost
cities a fraction of this amount
Residential electricity consumption
responsible for 38 of electricity
consumption in Cape Town
Residential consumption contributes
substantially to lsquopeak consumptionrsquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 459
Campaign based on key research
Research
Eskom DSM consumer research from past few years
Stellenb Univ MBA survey into willingness to purchase green power
TNS Climate Change yearly survey 2005-8
Cityrsquos consumer satisfaction survey 2009
Smart Living questions in survey at HomeMakers Expo6 Focus groups in late 2009 ndash Mthente report
Research quoted in Draft FCB strategy document eg HSRC etc
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 559
Research insights
Most people understand the need to save but not aware
how serious shortage is
Already doing some things to save at home but not sure what the mosteffective methods are
Info diversityoverload not sure who to trust for advice
Not happy with authorities (Eskom)lsquoGrudge purchasersquo
Cost is 1 reason for saving but other reasons too
Every house is different No single answer for allIn Cape Town low income groups consume only 7 of total electricity
consumption whereas the small group of high-end consumers account
for 31 of consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 259
First viral campaign
httpwwwyoutubecomwatchv=vyN8oCgyN8Q
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 359
Why should cities be involved in
electricity saving campaignsBlackouts in homes and businesses
in 20072008 cost the economy
R50 billion (NERSA)
Energy Efficiency Campaigns will cost
cities a fraction of this amount
Residential electricity consumption
responsible for 38 of electricity
consumption in Cape Town
Residential consumption contributes
substantially to lsquopeak consumptionrsquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 459
Campaign based on key research
Research
Eskom DSM consumer research from past few years
Stellenb Univ MBA survey into willingness to purchase green power
TNS Climate Change yearly survey 2005-8
Cityrsquos consumer satisfaction survey 2009
Smart Living questions in survey at HomeMakers Expo6 Focus groups in late 2009 ndash Mthente report
Research quoted in Draft FCB strategy document eg HSRC etc
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 559
Research insights
Most people understand the need to save but not aware
how serious shortage is
Already doing some things to save at home but not sure what the mosteffective methods are
Info diversityoverload not sure who to trust for advice
Not happy with authorities (Eskom)lsquoGrudge purchasersquo
Cost is 1 reason for saving but other reasons too
Every house is different No single answer for allIn Cape Town low income groups consume only 7 of total electricity
consumption whereas the small group of high-end consumers account
for 31 of consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 359
Why should cities be involved in
electricity saving campaignsBlackouts in homes and businesses
in 20072008 cost the economy
R50 billion (NERSA)
Energy Efficiency Campaigns will cost
cities a fraction of this amount
Residential electricity consumption
responsible for 38 of electricity
consumption in Cape Town
Residential consumption contributes
substantially to lsquopeak consumptionrsquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 459
Campaign based on key research
Research
Eskom DSM consumer research from past few years
Stellenb Univ MBA survey into willingness to purchase green power
TNS Climate Change yearly survey 2005-8
Cityrsquos consumer satisfaction survey 2009
Smart Living questions in survey at HomeMakers Expo6 Focus groups in late 2009 ndash Mthente report
Research quoted in Draft FCB strategy document eg HSRC etc
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 559
Research insights
Most people understand the need to save but not aware
how serious shortage is
Already doing some things to save at home but not sure what the mosteffective methods are
Info diversityoverload not sure who to trust for advice
Not happy with authorities (Eskom)lsquoGrudge purchasersquo
Cost is 1 reason for saving but other reasons too
Every house is different No single answer for allIn Cape Town low income groups consume only 7 of total electricity
consumption whereas the small group of high-end consumers account
for 31 of consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 459
Campaign based on key research
Research
Eskom DSM consumer research from past few years
Stellenb Univ MBA survey into willingness to purchase green power
TNS Climate Change yearly survey 2005-8
Cityrsquos consumer satisfaction survey 2009
Smart Living questions in survey at HomeMakers Expo6 Focus groups in late 2009 ndash Mthente report
Research quoted in Draft FCB strategy document eg HSRC etc
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 559
Research insights
Most people understand the need to save but not aware
how serious shortage is
Already doing some things to save at home but not sure what the mosteffective methods are
Info diversityoverload not sure who to trust for advice
Not happy with authorities (Eskom)lsquoGrudge purchasersquo
Cost is 1 reason for saving but other reasons too
Every house is different No single answer for allIn Cape Town low income groups consume only 7 of total electricity
consumption whereas the small group of high-end consumers account
for 31 of consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 559
Research insights
Most people understand the need to save but not aware
how serious shortage is
Already doing some things to save at home but not sure what the mosteffective methods are
Info diversityoverload not sure who to trust for advice
Not happy with authorities (Eskom)lsquoGrudge purchasersquo
Cost is 1 reason for saving but other reasons too
Every house is different No single answer for allIn Cape Town low income groups consume only 7 of total electricity
consumption whereas the small group of high-end consumers account
for 31 of consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 759
Breakdown of electricity use in Cape Town
City supply area including lossesSource Sustainable Energy Africa 2009
983122983141983155983145983140983141983150983156983145983137983148
983080983149983145983140983085983144983145 983145983150983139983151983149983141983081
983091983089983077
983122983141983155983145983140983141983150983156983145983137983148
983080983148983151983159 983145983150983139983151983149983141983081
983095983077
983107983151983149983149983141983154983139983145983137983148
983089983092983077
983105983143983154983145983139
983088983077
983113983150983140983157983155983156983154983145983137983148
983091983096983077
983123983156983154983141983141983156983148983145983143983144983156983155
983089983077
983116983151983155983155983141983155
983097983077
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 859
Target audience
Primary audience households with geysers (LSM 5-10)
Male amp female household heads aged 30-60
Metro wide but particular focus on four energy constrained areas
- Brackenfell
- Seapoint
- Lansdowne- Hout Bay
Separate meters for monitoring
Targets those who care about saving R200 a month amp also wealthier
groups who face larger bill increases
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 959
Timeframes
Research amp Strategy development ndash completed Jan 2010Campaign content amp materialschannel development ndash June to Sept 2010
Implementation with outreach to communities and media promotion
Sept 2010 ndash June 2011 and thereafter for further 2 years
Tariff increase and
winter higher
consumption pinch in
JuneJulyAug each year
so bulk of media spend
March ndash June 2011
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1059
Cape Townrsquos Electricity Saving Campaign
Social Marketing Campaign -
behaviour change beyond simply
lsquoawarenessrsquo
Bi-linelsquoSmart Living Smart Saving
For All the Right Reasonsrsquo
Maximise Partnerships Media
Eskom Retailers etc
Direct to lsquomarket-placersquo to find
reliable servicesproducts
Up to 3 languages
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1159
Key advice content
bull Identify specific interventions to be the focus of the campaign Thisnarrows the options down for the target audience making it easier to choosea behavior change starting point that will best work for them
bull Ensure detailed technical information is available to support all campaignadvice
bull The select interventions were then compiled into a table that categorized
the ldquoTop 10 Best Ways to Save Energy at Homerdquo lsquono costrsquo
lsquolow costrsquo and
lsquoinvest to saversquo
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1259
Campaign content10 best ways to save at home (overall)
bull No costbehavior
change
bull Turn the geyser temperature down to 60deg C
bull Use less hot water
bull Switch off equipment when not in use
bull Reduce pool pump operating hours
bull Reduce excessive heating or cooling
bull Low costoptionsinvesting
under R1000
bull Install an efficient shower head
bull Insulate geyser and water pipes leading to it
bull Install efficient lighting
bull Invest to saveoptions
bull Install a solar water heater
bull Insulate the ceiling
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1359
Lighting
14
Cooking
19
Space
heating
10
Waterheating
50
Refrigeration
7
Cape Town-specific home consumption
Middle to high income householdsSource UCT Energy Research Center research in Cityrsquos 2003 State of Energy
report amp Cape Town Futures 2004
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1459
Best ways to save on water heating
bull No costbehaviorchange
bull Use less hot water Eg shower instead of bath take shortershowers Only fill the kettle as much as needed
Turn the geyser temperature down to 60 degrees(Celsius) Turn off the geyser when you go on holiday
bull Low costoptions
investingunder R1000
bull Install an efficient shower head A good product will save
both water and electricity without compromising your showerexperience and the savings usually pays back the investment
within a few weeks or months
Insulate the geyser and water pipes leading to it tomaximize heat retention Particularly for older geysers
bull Invest to saveoptions
bull Install a solar water heater which can save the most of allTypically saves about two thirds of water heating cost Withrising electricity tariffs and the new subsidies from Eskom (seewwweskomdsmcoza) the payback period is now no more than5 years
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1559
Campaign Indicators
Impact to be measured
through direct reduction in
consumption (meters in 4
areas)
through increases in
awareness (ERC UCTsurveys baseline done)
sales of efficiency
technologies
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1659
How to influence behaviour change UCT Study
We want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use leWe want to see if in Cape Town we can get households to use less electricity ofss electricity ofss electricity ofss electricity oftheir owntheir owntheir owntheir own Free Will bybybyby referencingreferencingreferencingreferencing their consumption totheir consumption totheir consumption totheir consumption to Social Norms forforforfor Electricity
Consumption
Grant Smith (EPRU)
Descriptive Norms
Previous research has shown that people will tend toalter their consumption towards a reported norm
We report norms at two levels of aggregation
Injunctive norms
A smaller body of research has shown thatthe use of an injunctive norm will encouragethose consuming less than average tocontinue consuming less than average whilestill encouraging over consumers to reducetheir consumption
Two sorts of norms areinvestigated
City
level
Eg The average household in theCity consumed 100kwh last month
Neighbourhood
level Eg The average household in your neighbourhood consumed 425 kwh last monthand
Your household consumed 200 kwhin the past month
Your household consumed morelessthan the average
If under consuming
If over consuming
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1759
What is the sample
Grant Smith (EPRU)
bull 13 319 Households
bull 7532 in Treatment Sample
bull 5787 in Control Sample
(untreated households from the sameneighbourhoods as the treated sample)
bull 12 Suburbs
bull From everywhere except Western and
Eastern areas
bull 3 Major Socio-economic levels
bull Each area 3 Major bands of
domestic electricity consumption
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1859
What are the initial results
Grant Smith (EPRU)
Cell All Norms A B C D Control
Level ofreporting
NA City City Neighbourhood Neighbourhood NA
Norms
reported
NA DescriptiveDescriptive
and Injunctive
DescriptiveDescriptive and
Injunctive
No Insert
with billOverall
n(sdev)
2003(249)
519(251)
476(241)
518(268)
490(231)
1593(396)
change - 189 -182 -191 -179 -202 -132
1Reporting a norm is associated with a significantly larger percentage decline indomestic energy consumption than not reporting a norm
1Injunctive norms seem to having no effect at traditional significance levels at leastnot yet
(significantly greater percentage decline in consumption than the untreated sample)
As a percentage of the householdrsquos December consumption
As a result of an error at the printers more than half of the sample was notmailed in January
vs
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 1959
ENERGY EFFICIENCY FORUMfor Commercial Buildings
bull Hosted 4 Forums thus far approx 200 attendees at each
bull Marketplace on 01 December for energy efficient goodsservices
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2059
Above the lineBroader City
approach
Above the lineBroader City
approach
AdvertisingAdvertising
Viralmarketing
Viralmarketing
Branded
promo items
Branded
promo items
Direct marketingfour Constrained
areas
Direct marketing
four Constrainedareas
Communitybased
presentations
Communitybased
presentations
Targetedprint media
Targetedprint media
ExhibitionsExhibitions
leaflets sent out with rates bills
posters at 600 pre-paid vendors
messages on pre-paid tokens
You-tube flashes link via email
Print and radio
Caps stickers magnets clothing Shopping centers schools amp
Dedicated high traffic areas
Knock and drop
Community newspapers
ElectricitySavingsCampaign
ElectricitySavings
Campaign
PartnershipsPartnerships
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2159
Campaign identity
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2259
Extension of campaign identity
Water conservation Biodiversity conservation
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2359
Campaign channels
Website FAQrsquos Testimonials Tips Suppliers wwwsavingelectricityorgza
Rates bill insert X 400 000 copies (properties valued at gt R300000)
Posters at 600 pre-paid vendours
Presentations to residents in supply constrained areas (BkfLandsSPHB)
Demonstration booths at shopping centres
Messages on hold
Print (Community newspapers)
Radio
PR TV (5050 insert)
Viral e-mailers
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2459
Marketing Channels Internal
Electricity and rates billing systems
City News ndash 8-page tabloid insert withcommunity papers Quarterly
Enviroworks newsletter ndash biannual 10000
hard copy and 200 by emailE-communication ndash bulk-emailer system
under development
Call Centre - limited capacity for calls emails
and SMS communicationYouth Environment and Schools (YES)Programme -1400 schools within the Cape
Town metro area
Smart Living programme ndash corporate staff
and handbook in hardsoft copy downloadlsquoSmartrsquo resonates well with the target audience
Cityrsquos internal staff communication weekly
electronic lsquoe-nformrsquo newsletters and bi-monthly
printed Contact newsletter
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2559
Channel partners
Media partnership Eng amp Afr
Partnership with Eskom
Exploring partnerships with key
companies eg promotions
through WW PnP and staff
campaigns with OMMetropolitan SanlamSantam
Work with electricianplumbers
and retail suppliers eg Builderrsquos
Warehouse
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2659
Energy
Champions
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 2959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3259
Posters tobe placed at
pre-paid
electricityvendours
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3359
Pre-paid
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3459
Messages on holdCityrsquos main Call Center 0860- 103089
Electricity Dept fault reporting call center
If you sing in the shower choose shorter songs Start saving electricity by takingshorter showers Water heating comprises between one-third and one-half of yourmonthly electricity account The more hot water you use the more it costs so use
less and save For help in taking action visit wwwsavingelectricityorgza
With the cost of electricity higher from 1 July 2010 the City has researched whatsimple actions residents can take to save electricity You can save up to 50 ormore of your homersquos electricity cost by following some practical tips For help intaking action visit wwwelectricitysavingorgza
The City calls on all Capetonians to take action to save electricity Everyone cantake one or two steps to reduce the electricity they use and many cost saving
steps donrsquot cost a thing To help the City has compiled a convenient checklist oftried and tested steps backed up by sound research so residents will not only feel
good about taking these steps theyrsquoll feel the savings too ndash and fast For help intaking action visit wwwelectricitysavingorgza
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3559
Our Electricity Saving campaignhas two components
a rational part that speaksof the cost to consumers
The emotional speaksof the cost to the environment
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3659
RationalElectricity is expensive
Saving is simple
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3759
Emotional
Electricity could costmore than you think
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 3959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4459
RationalElectricity is expensive
Saving is simple
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4759
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4859
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 4959
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5059
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5159
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5259
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5359
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5459
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5559
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5659
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5759
The 8 key steps towards an electricity saving campaign
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
y p y g p g
1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5859
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1 Get top management approval and allocate resources to drive the process
2 Conduct a social marketing research exercise
3 Set out the campaign concept and objectives
4 Set measurable objectives as indicators of success
5Find a campaign method best suited for your audience
6 Develop campaignrsquos Key Advice Content
7 Establish time frames and a budget
8 Appoint campaign implementers
Thank you
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y
8102019 14 - Cape Townrsquos Electricity Saving Campaign (Sheryl Ozinsky)
httpslidepdfcomreaderfull14-cape-towns-electricity-saving-campaign-sheryl-ozinsky 5959
y