HomeMy WebLinkAboutCORRESPONDENCE - GENERAL CORRESPONDENCE - SCOPE ISISScope of Work
Energy Conservation Awareness Campaign
Fort Collins Utilities
July 20, 2004
Prepared by ISIS Public Relations & Marketing
Background:
In March 2003, Fort Collins City Council adopted a new Electric Energy Supply Policy, which
aims to maintain high system reliability and competitive electric rates while reducing the
environmental impact of electricity generation.
To carry out the policy, Fort Collins Utilities will provide a wide array of energy programs and
services to help customers manage their energy use and reduce bills. To develop effective
conservation programs and build community participation, FCU conducted research and gathered
feedback on customer preferences related to energy conservation awareness/support.
The results of FCU's customer research also will help guide an energy conservation awareness
campaign directed to commercial and residential customers. ISIS Public Relations & Marketing,
Inc. has been asked to help develop the overall campaign strategy, messaging, graphic look for
promotional/educational materials and advertising focus.
Scope of Work:
1. Develop a written campaign strategy that will:
• set the tone and direction of the campaign
• target residents and small businesses
• identify ways to debunk energy conservation "myths"
• offer recommendations on how to position Energy Star as a more desired priority
among residents
• suggest broad strategies for product marketing campaigns for
refrigerators/freezers; compact fluorescent and lighting
• Cost: $6,000 (40 hrs.)
• Completion Date: 4`h week of August
2. Develop overall "key messages" for campaign that can be incorporated into all
communication vehicles, including Web site, promotional/educational print
materials, advertising, announcements, news releases, letters to the editor, etc.
Includes:
• research similar campaigns/current Utilities energy conservation programs
• develop several messages
• present messages to John and Patty, etc.
• refine and finalize messages
• Cost: $ 2,400 (16 hrs.)
• Completion Date: 4th week of August
Energy Conservation Scope of Work —page 2
3. Develop "tag line" for campaign that will serve as an easy -to -remember "call to
action" for commercial and residential customers. Includes:
• research
• creating several potential tags
• test -marketing tags
• refining and finalizing tag
• Cost: $3,600 (24 hours)
• Completion Date:
o Potential tags, 1s' week of August
o Test -marketing, refinement, final tag, 2"d week of August
4. Develop a "family look" for campaign materials, which will maintain
consistency, focus and identify for the campaign. Includes:
• working with designer to develop and apply design comps
• presentation of design comps
• working with designer to refine design comps
• securing approval for final design/applications
• Cost: $6,000 (40 hrs.)
• Completion Date:
o Design comps, 2"d week of August
o Meeting with John and Patty, etc. to present and discuss comps, 2"d week of
August
o Finalizing and receiving approval of design, 3`d week of August
o Working with designer to create first pieces of campaign literature, 4'" week
of August
5. Develop an advertising campaign for print/broadcast media (and FCU direct
mail) that will carry and reinforce the overall campaign message. Includes:
• developing content for print and broadcast ads/PSAs
• working with designer to develop ad comps
• presentation of ad comps
• working with designer to refine ad comps
• securing approval for final ads
• creating advertising schedule
• Cost: $6,000 (40 hrs.)
• Completion Date: 4'h week of September
6. Provide counsel as needed regarding campaign implementation, media
relations, issues management, etc.
• Cost: $150/hr.
• Completion Date: Ongoing throughout campaign
Total Estimated Cost: $24,000 (excluding hrly rate for advising)