Consumer Awarenes Presentation

Electrical Safety Authority
Advertising/Public Relations
Campaign Update 2008
Advertising
2007 Objectives
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Create awareness/action among the Public and Contractors
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“Launch” contractor licensing initiative with an integrated marketing
campaign
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Extend reach/length of campaign beyond initial launch
2007 Advertising Recap
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Fall 07’ campaign consisted of four weeks of paid advertising that launched
Monday, October 15th and flighted through to Sunday, November 25th
Media used was a combination of radio and newspaper
Public Service Announcement radio advertising appeared concurrently with
paid media
Newspaper placement was positive and radio PSAs did run as per negotiated
bonus agreements or better
Radio campaign reached over 10 million adults in Ontario and newspaper
added another two million plus impressions
Newspaper Ad
Radio Ads
Paid Spot
PSA Spot
2008 Objectives
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Build on the 2007 Licensed Electrical Contractor’s (LEC) launch
campaign by increasing awareness and action among the Public
and Contractors
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Continue Contractor licensing initiative with integrated marketing
campaign
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Plan for a two-phase approach in 2008 which supports Spring and
Fall periods
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Utilize creative assets from 2007 which remain relevant and will
allow budget to be directed into working media
Advertising Strategies
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Educate the public about the Contractor’s licensing law
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Motivate public change with hiring an LEC
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Create a demand for hiring an LEC
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Reinforce to contractors the value associated with being a
Licensed Electrical Contractor
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Continue to push “Plug In Safely” symbol which communicates that
LEC’s represent safe and trustworthy electrical work
2008 Advertising Plan
Spring
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A coordinated Phase One launch of all marketing elements to provide
maximum push and impact
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Radio remained the primary media in selected markets due to its costefficient reach of a broad Ontario demographic and also due to research
which shows it as a highly accessed media by homeowners, DIY’ers and
consumers who have had electrical work contracted out in the past two years
(example 85% of homeowners listen to radio 5 days per week, 23% higher
tuning than average Ontarian)
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As well the radio investment provides excellent rotation for PSA advertising
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Online search tool marketing was introduced to extend the Plug In Safely Hire A Licensed Electrical Contractor message to individuals seeking
information on home renovation and electrical work
Spring Radio Overview
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Targeted paid campaign purchased in key Ontario markets
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Ontario-wide PSA coverage
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Phase One campaign launched May 26th and flighted through to
June 22th
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Stations skew to adult 35+ consumer target and have been selected
based upon reach of the target, efficiency of spend, capability to
provide PSA rotation, PR opportunities and adjacent programming
environments
Spring Radio Highlights
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Advertising in relevant home related programming where possible
– Primarily weekend morning programming such as Renovations Cross
Canada
– Reached 30% to 40% of the target audience in key Ontario markets
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No-charge media exposure
– Approximately 340 PSA spots aired during Spring flight - equivalent to
22% of the paid campaign
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Call-in programming
– Participated in unique marketing initiatives including an hour-long
phone- in program in London
– “It’s Your Call” provided an open forum to promote our message while
fielding general electrical queries from audience
Online Search Tool Overview
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Search Engine Marketing has been introduced in 2008 and
serves two key purposes:
• We can extend the reach of our campaign to consumers
who are searching for electrical information on the internet
• We can reinforce our message to consumers who have
heard our advertising message and are searching for more
information
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Media objective is to build a campaign with those keywords
that most cost-effectively drive to the landing page
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Searchers in Ontario are directed to www.pluginsafely.ca
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Constant search campaign is up and running now and will
continue through to 2009 meaning our message never goes
dark
SEM - Paid Placement
Landing Page
PluginSafely.ca
Public Relations
Objectives
APEX Public Relations
• APEX was tasked with conducting PR for the Plug
in Safely! campaign in Ontario last fall
– Generate awareness and educate Ontarians
about hiring a LEC
• Reach 2 million, MRP rating of 7.0+
• Cost per contact of $0.04 or lower
– Drive consumers to www.pluginsafely.ca
• Increase monthly website hits by 20 per cent
(from 2000/month)
Fall 07 Results
ƒ 14 one-on-one print and TV
interviews
ƒ 38 stories across key print
and broadcast outlets
ƒ Audience reach of more
than 10.3 million
ƒ Cost per contact less than
$0.01
ƒ MRP rating: 10/10
ƒ Monthly website hits grew
by almost 50 per cent
Media Relations
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Media Material Development
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Media Outreach
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Created and distributed consumer-friendly press release to identified key
media
Posted release on Canada News Wire
Drafted key messages and Q&A documents
Reach: 602,893
Conducted proactive media pitching to target outlets
Secured focused one-on-one interviews for ESA spokespeople
Reach: 8,808,281
News Canada Mat Stories
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Drafted three consumer focused mat stories
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Feeling wired? Stay safe and consult an expert
Be in-the-know and hire a pro
New law takes the zap out of hiring electrical contractors
Reach: 917,349
TOTAL REACH: 10,328,523
Coverage Highlights
Print coverage (in alpha order):
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Algoma News Review
Burlington Post
Caledon Enterprise
Cornwall Seaway News
Globe & Mail (x2)
Home & Decor
Ignance Driftwood
Independent Plus, Listowel
Kingsville Reporter
Lakeshore Advance (Grand Bend)‫‏‬
Listowel Banner
Listowel Independence Plus
Mississauga News
National Post
Pembroke News
Red Lake Northern Sun News
Stratford City Gazette
The Record, Kitchener
Toronto Star
Westend Weekly, Rainy River
Wiarton Echo
Broadcast coverage (in alpha order):
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A-Channel, London
CKTB, Niagara at Noon
CP24
First Local Rogers Barrie
First Local Rogers Durham
First Local Rogers Mississauga
Rogers Daytime London
Rogers Daytime Toronto
Online:
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www.globeandmail.com (x2)
www.thestar.com
“If you’re in doubt about your
electrical contractor’s
standing, ask for a license
number. If you’re looking for
a licensed electrical
contractor, call 1-877-3727233 or visit the Electrical
Safety Authority website at
www.pluginsafely.ca”
“This is one site
worth adding to
your Internet
‘favourites’ list.”
“Peter Marcucci says, ‘This
new law ensures consumers
are protected against
individuals who are not
qualified and may perform
electrical services that do
not meet Ontario’s safety
standards’…”
“ESA licensing of
electrical contractors
does exactly what the
private sector has proven
it cannot do: ensure that
only competent people
handle electrical work…”
“’While homeowners are
permitted to do wiring on
their own premises, ESA
does not recommend it,”
Marcucci warns.
2008
Action Plan
Spring 2008 Activities Completed
News Release
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Distributed renovation-themed release to key lifestyle and
consumer media
Conducted proactive media outreach
Community Outreach
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Drafted and distributed two renovation articles focusing on:
– Spring renovation tips – do’s & don'ts
– Old home vs. new home renos
• Results to-date:
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Reach: 2.49 million (and climbing)‫‏‬
Total number of stories generated: 16
MRP rating: 9/10
Cost per contact: Less than $0.01
Fall Activities in Progress
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NewsCanada Matte Stories
Trade Articles
Interview Opportunity Sheet
VNR Distribution
Thank you