The Advertising Best Practices Report
Published: December 1, 2004
The Advertising Best Practices Report presents a comparative analysis of five energy efficiency, conservation and peak load reduction advertising programs. The breadth of the programs allowed for a broad view of the field and for general best practices across a range of advertising types to be culled and made available for others to use in planning future efforts. Four key themes were identified: energy efficiency advertising usually includes aspects of a specialized field called social marketing; the social marketing challenges, when combined with the oversight requirements typical for energy efficiency programs, result in the need for strong planning, design, tracking, and evaluation; and efficiency advertising programs require strong cross-functional and cross-organizational coordination.
Featured program sponsors include:
- Northwest Energy Efficiency Alliance
- Flex Your Power (CA)
- Wisconsin Focus on Energy
- New York Energy Research and Development Authority
- United Illuminating Company (CT)
The report was generated by Quantum Consulting for the Energy Efficiency Best Practices Project, a collaborative effort of the California investor owned utilities, California Public Utility Commission and California Energy Commission.
