BRANDING TOOLKIT EFFICIENCY PROFESSIONALS NETWORK (CONTRACTORS, SERVICE ORGANIZATIONS, ENERGY ADVISORS, TRADE AND PROGRAM ALLIES)

Transcription

1 BRANDING TOOLKIT EFFICIENCY PROFESSIONALS NETWORK (CONTRACTORS, SERVICE ORGANIZATIONS, ENERGY ADVISORS, TRADE AND PROGRAM ALLIES) 1

2 THANK YOU! Thank you for your participation in Energy Efficiency Alberta's programs. As a leader in our industry, you understand the many benefits of energy efficiency and renewable energy and are helping spread the word to Albertans. As you know, our rebate and incentive programs benefit residents, business owners and non-profits in Alberta and we thank you for being part of the growing energy efficiency and renewable energy industry. We ve heard from many of you that it would be useful to have some language you can use to promote our rebate and incentive programs, and speak to your involvement. We ve also heard that you need some tools to use when you re promoting the opportunities for consumers to get involved with the programs. This document aims to satisfy those requests. Through advertising, we can help bring awareness to consumers of our programs and how they will help them save money, save energy and make their home or business more comfortable. In this document, you'll find recommended language and advertising tactics you can use on your website, social media or other advertising channels. Downloadable files can be sent to you in a separate . To receive these downloadable files please marketing@efficiencyalberta.ca. Our recommended tools and language, when used by partners like you, will hopefully contribute to greater clarity, as well as help you to illustrate the value of the program to your audiences. 1

3 TABLE OF CONTENTS 1.0 RECOMMENDED LANGUAGE VISUAL TOOLS DIGITAL DESIGN ASSETS INSTRUCTIONS FOR USE DIGITAL MEDIA KIT CONTACT INFORMATION 20 2

4 1.0 Recommended Language In this section, we provide some language you can use when promoting Energy Efficiency Alberta programming. We want to make sure the public receives accurate information, so this language is very specific. If you d like to alter it, please us at marketing@efficiencyalberta.ca. HOME ENERGY PLAN AND HOME IMPROVEMENT PROGRAMS If you are a participating contractor and are listed on the Energy Efficiency Alberta website, we encourage you to promote this program. When advertising for these programs, and promoting your involvement with it, we recommend using some or all of this information. You should only use the language if it is true and accurately describes the services you provide and are qualified to provide. While the language may be adapted to your specific needs, any alterations must not change the meaning of these statements: Recommended Language We are a participating contractor in Energy Efficiency Alberta s Home Energy Plan (efficiencyalberta.ca/homeenergyplan) OR Home Improvement Rebates Program (efficiencyalberta.ca/home-improvement). Hire us to install eligible [windows/insulation/tankless hot water heaters] and you can receive rebates that make the upgrade much more affordable. Installing this kind of energy-efficient product will also save you money every day in energy costs. We ll work with you to complete your Home Energy Evaluations and plan your renovations, tell you how much you ll receive back in rebates, and even submit the paperwork. Energy Efficiency Alberta will mail the cheque directly to you! In addition to this program, Energy Efficiency Alberta offers a full suite of programs to assist Albertans in making their homes and businesses more energy efficient. To learn more about these programs, please visit Energy Efficiency Alberta s website, at efficiencyalberta.ca. Investing in [tankless hot water heaters/windows/insulation] will save you money every month on your energy bills. 3

5 RESIDENTIAL AND COMMERCIAL SOLAR PROGRAM This language can be used by anyone interested in promoting the Energy Efficiency Residential and Commercial Solar Program. When advertising for this program, we d recommend using some or all of this information. You should only use the language if it is true and accurately describes the services you provide and are qualified to provide. While the language may be adapted to your specific needs, any alterations must not change the meaning of these statements: Recommended Language Today, you can receive rebates on new solar photovoltaic systems that make them much more affordable. Are you interested in exploring the potential of solar? Check efficiencyalberta.ca to learn about Energy Efficiency Alberta solar rebates, and contact us to see how we can help you take advantage of this opportunity. We can help you assess the potential for you to add a solar system to your home or business, and today, you can save up to 30% on that system thanks to Energy Efficiency Alberta rebates. Alberta has some of the best access to sunshine in Canada take advantage of it through Energy Efficiency Alberta s new solar rebate program. Contact us to learn more. In addition to this program, Energy Efficiency Alberta offers a full suite of programs to assist Albertans in making their homes and businesses more energy efficient. To learn more about these programs, please visit Energy Efficiency Alberta s website, at efficiencyalberta.ca. BUSINESS PROGRAMS (BUSINESS ENERGY SAVINGS AND CUSTOM ENERGY SOLUTIONS) When advertising for these programs, we d recommend using some or all of this information. You should only use the language if it is true and accurately describes the services you provide. While the language may be adapted to your specific needs, any alterations must not change the meaning of these statements: Recommended Language Hire us to install eligible [list eligible product(s) here] and you can receive rebates that make the upgrade much more affordable. Installing this kind of energy-efficient product will also save you and your organization money every day in energy costs. Save money which you can reinvest into your organization. A variety of energy-efficient lighting, energy-efficient water heating equipment, and energy-efficient HVAC and VFDs are eligible for rebates through Energy Efficiency Alberta s Business Energy Savings Program. To view specifications for eligible equipment, please visit efficiencyalberta.ca/business-non-profit-and-institutional. Is your organization looking to upgrade your lighting, water heating or HVAC equipment? Check efficiencyalberta.ca to see the list of products eligible for Energy Efficiency Alberta rebates, and contact us to see how we can help you take advantage of this opportunity. In addition to this program, Energy Efficiency Alberta offers a full suite of programs to assist Albertans in making their homes and businesses more energy efficient. To learn more about these programs, please visit efficiencyalberta.ca. 4

6 2.0 Visual Tools - Who can use these Unlock greater rebates for energy efficient renovations. LEARN MORE efficiencyalberta.ca DIGITAL DESIGN ASSETS For businesses and organizations involved in the sale, installation or distribution of products eligible for rebates under Energy Efficiency Alberta Programs. And for approved and qualified contractors currently listed on the Energy Efficiency Alberta website. Usage instructions can be found on page 6 5

7 2.1 Digital Design Assets - Instructions for use These are tools you can use in a variety of ways to promote Energy Efficiency Alberta programs. They may be used by registered and listed approved contractors or others interested in promoting the program. These should not be substituted for your own advertising or promotional materials, but may be added to them as an additional, distinct element. No other elements of the Energy Efficiency Alberta visual style should be used in any part of your advertising or marketing materials. The items must not be altered in any way, and all the usage guidelines must be followed. These tools should only be used in digital media, never in print, television or other advertising or marketing. These must be linked directly to efficiencyalberta.ca, and the link must be live. These may not link to your website or to any other place. 6

8 2.1 Digital Design Assets - Instructions for use SIZE The Digital Design Assets must be used exactly as provided and may not be resized in any way. This will ensure proper readability and legibility. The vertical versions are best suited beside main web content, while the horizontal versions are best suited within a piece of text, or at the end of content. VERTICAL SAMPLES: 160PX x 600PX Unlock greater rebates for energy efficient renovations. LEARN MORE Making organizations more energy efficient. Find what energy efficient products are eligibile for rebates through Business Energy Savings. LEARN MORE A flexible, cost-effective path to reducing your operating costs. We can help make your business more competitive and productive. LEARN MORE efficiencyalberta.ca efficiencyalberta.ca efficiencyalberta.ca Home Energy Program Business Energy Savings Custom Energy Solutions 7

9 2.1 Digital Design Assets - Instructions for use HORIZONTAL SAMPLES: 300PX x 250PX Unlock greater rebates for energy efficient renovations. Making organizations more energy efficient. Find what energy efficient products are eligibile for rebates through Business Energy Savings. LEARN MORE efficiencyalberta.ca LEARN MORE efficiencyalberta.ca Home Energy Program Business Energy Savings A flexible, cost-effective path to reducing your operating costs. We can help make your business more competitive and productive. LEARN MORE efficiencyalberta.ca Custom Energy Solutions LINKS The Digital Design Assets must always have a live link, directly to the appropriate program page on the efficiencyalberta.ca website. For example, the Home Energy Plan program would link to: efficiencyalberta.ca/homeenergyplan. They may not link to any other affiliated site, including your own. 8

10 2.1 Digital Design Assets - Instructions for use SAMPLE PLACEMENT (NOT ACTUAL SIZE) Sample Website Sample Website Unlock greater rebates for energy efficient renovations. Unlock greater rebates for energy efficient renovations. LEARN MORE efficiencyalberta.ca LEARN MORE efficiencyalberta.ca 9

11 2.2 Digital Media Kit INTRODUCTION It s a great time to promote the value of energy efficiency rebates to your customers and peers in your community. Energy Efficiency Alberta offers a wide range of rebate programs that can help your clients save money and help you increase business. We ve heard from many of you that it would be useful to have some language to help promote rebate programs to your customers and that you need some tools to use when you re promoting the opportunities for consumers to get involved with the programs. This document aims to satisfy those requests. We have provided several ways you can promote your successful project or business with value messaging. Consider doing one or several of the following: 1. Post your successful projects to your social media pages, such as Twitter, Facebook or LinkedIn. Make sure you tag us so our followers can see it, too! 2. Promote your project by adding a story and a photo on your website. 3. Write a story for your company newsletter about the project. Include how your customers can use the rebate money to finish their home improvement projects. 4. Host a webinar or event to discuss the value of benefits associated with Energy Efficiency Alberta programs. 10

12 2.2 Digital Media Kit BRAND LANGUAGE You should only be promoting the Home Energy Plan or Home Improvement Rebates programs if you are a participating contractor or Energy Advisor and are listed on the Energy Efficiency Alberta website. When advertising and promoting your involvement, we recommend using some or all of this information. You should only use the language if it is true and accurately describes the services you are qualified to provide. While the language may be adapted to your specific needs, any alterations must not change the meaning of these statements. RECOMMENDED LANGUAGE We are a participating contractor within Energy Efficiency Alberta s Home Energy Plan, a program designed to offer the best rebates on the largest number of energy efficiency upgrades. Hire us to install eligible [windows/insulation/tankless hot water heaters] to receive rebates that make the upgrade much more affordable. Installing <insert energy efficient product> will also save you money energy costs. We ll work with you to plan your renovations, calculate how much you ll receive back in rebates, and even submit the paperwork. Energy Efficiency Alberta will mail the cheque directly to you. In addition to this program, Energy Efficiency Alberta offers a full suite of programs to assist Albertans in making their homes and businesses more energy efficient. To learn more about these programs, please visit efficiencyalberta.ca. 11

13 2.2 Digital Media Kit 1. SOCIAL MEDIA We encourage you to share your partnership with Energy Efficiency Alberta through your social media channels. The rebates your customers can access can help you sell your products or services. If you choose to post about our programs, please use our official handles when referencing Energy Efficiency Alberta this can help us share your content, too! LinkedIn Energy Efficiency Alberta We offer many energy efficiency resources at efficiencyalberta.ca. Feel free to reference this guide for ideas about energy efficiency topics to share with your customers. SOCIAL MEDIA BEST PRACTICES Here are some great ways to get customers engaged with your social media sites: Follow, Like and interact with customers that visit your social sites. Grow your followers by adding your employees and others who work with your company. These people are your biggest advocates. Have them Like, comment, and share your company s updates. Share what s going on. Post company updates including news, articles, leadership, new technologies, hot topics, anniversaries and milestones. Keep it short and sweet. Customers are more apt to read a short post with a picture. People like pictures. Ensure you follow your company s policies and procedures when posting photos of people other than employees. You may be required to get a customer s permission to post their photo on your social media site. Include #hashtags where and when appropriate. Always post positive and relevant content on your business. Post success stories of your Energy Efficiency Alberta projects on Facebook. People enjoy seeing pictures of happy customers. It helps them see you are a credible business, and someone they can really trust to hire. 12

14 2.2 Digital Media Kit PROMOTING YOUR PROJECTS ON FACEBOOK General Tips: When you have a photo of a project - post it! Ask questions when appropriate to get your customers involved in the posts. Share, share, share! The more you share the more other people see your branding. When you are posting be sure to tag other companies or people when possible. How to post a status update on Facebook: 1. Type your update in the share menu on your Timeline or at the top of your News Feed. You can also: tag friends or other companies pick a date for the story add a location add a photo 2. Sample Facebook Posts: Topic: Energy Efficiency Alberta Home Energy Plan Program Copy: We re saving our customers thousands of dollars on their energy bills & they receive cash back thanks to the Energy Efficiency Alberta Home Energy Plan. 1. We [INSERT DESCRIPTION OF UPGRADE] thanks to the rebate our customers received from Energy Efficiency Alberta s Home Energy Plan! Not only did they save on our [INSERT DESCRIPTION OF UPGRADE], but they see the savings every month on their energy bill. 2. Energy Efficiency Alberta s Home Energy Plan helped our customers make their home more comfortable while saving on their energy bills. We [INSERT DESCRIPTION OF UPGRADE]. 13

15 2.2 Digital Media Kit PROMOTING ON TWITTER Use Twitter to promote, connect and brand your company. Engage your customers and highlight recent Energy Efficiency Alberta projects. General Tips: Short and sweet is the best rule. Twitter only allows 280 characters in a post and that includes spaces and punctuation. Include a photo or a link to a video. Use to customize and shorten a long URL so you don t waste precious character space. Twitter will also automatically shorten URLs to 22 characters. #Hashtags allow your Tweets to be more widespread. Limit the number of hashtags to 2-3 per post. Place hashtags at the end or mix them throughout your post. Use key words that will attract your followers. Example: #energyefficiency, #energy, #summer, #TipTuesday Make sure hashtags are not too long. For example: #ThisHashtagIsTooLong, #SavingEnergyIsImportant If you have a picture and have the space, post it. Followers are more willing to retweet if there is a picture attached. Retweeting is beneficial. Retweeting helps you expand your Twitter network (a.k.a. your chances of gaining new followers increases). When you retweet a post, others are more likely to retweet your content to their Twitter community when they view you as someone who is trying to be helpful. Tag the vendor companies that helped you with your efficiency project or people that may apply to your Tweet as they will more than likely retweet your post. 14

16 2.2 Digital Media Kit How to post a Tweet via the web: 1. Sign in to your Twitter account. 2. Type your Tweet into the box on the left side of your screen or click the compose new Tweet button in the top navigation bar. It looks like this: 3. Make sure your update is fewer than 280 characters. They ll count the characters for you. Remaining characters show up as a number below the box. 4. Add photo or video. 5. Click the Tweet button to post the Tweet to your profile. 6. You will immediately see your Tweet in the timeline on your homepage. Sample Twitter Posts: Topic: Home Energy Plan from Energy Efficiency Alberta 1. Learn how we saved our customers money s Home Energy Plan! We helped them upgrade [INSERT PROJECT DESCRIPTION] in our home. Home Energy Plan helped our customers meet sustainability goals. 3. Thanks Home Energy Plan we saved our customers hundreds of dollars to upgrade [INSERT PROJECT DESCRIPTION]. 15

17 2.2 Digital Media Kit PROMOTING ON LINKEDIN LinkedIn allows you to connect with other business professionals, associations and companies. Creating a Company Page on LinkedIn is another opportunity to promote your business and engage customers. General Tips: Share what s going on by posting company updates including news, articles, leadership, new technologies, hot topics, anniversaries, and milestones. Link your LinkedIn account to newsletters you send out. Search engine optimize (or SEO) your profile to get found by people searching LinkedIn for key terms you want to get found by. Add these keywords to various sections of your profile such as your headline or in your summary. Learn how to create your company LinkedIn page here: Sample Posts: Topic: Energy Efficiency Alberta Home Energy Plan Program Copy: We re saving our customers thousands of dollars on their energy bills & they receive cash back thanks to the Energy Efficiency Alberta Home Energy Plan. 1. We [INSERT DESCRIPTION OF UPGRADE] thanks to the rebate our customers received from Energy Efficiency Alberta s Home Energy Plan! Not only did they save on our [INSERT DESCRIPTION OF UPGRADE], but they see the savings every month on their energy bill. 2. Energy Efficiency Alberta s Home Energy Plan helped our customers make their home more comfortable while saving on their energy bills. We [INSERT DESCRIPTION OF UPGRADE]. 16

18 2.2 Digital Media Kit PROMOTING ON INSTAGRAM Before and after, completed projects, and newly installed home and business upgrades can make for excellent images to share on Instagram. Instagram is a growing platform with many organizations using it as their only online communication tool. General Tips: Use images of recent projects and include a short description of what your audience is seeing, and how Energy Efficiency Alberta helped reduce the cost of the project. Include the customers with their completed project. You can add video (perhaps a walk-through of an upgrade). You can pair the images posted on Instagram with content from your newsletter or other social media channels. Sample Posts: Topic: Energy Efficiency Alberta Home Energy Plan Program Copy: We re saving our customers thousands of dollars on their energy bills & they receive cash back thanks to the Energy Efficiency Alberta Home Energy Plan. 1. We [INSERT DESCRIPTION OF UPGRADE] thanks to the rebate our customers received from Energy Efficiency Alberta s Home Energy Plan! Not only did they save on our [INSERT DESCRIPTION OF UPGRADE], but they see the savings every month on their energy bill. Energy Efficiency Alberta s Home Energy Plan helped our customers make their home more comfortable while saving on their energy bills. We [INSERT DESCRIPTION OF UPGRADE]. 17

19 2.2 Digital Media Kit 2. WEBSITE COPY Your company website is a great vehicle to promote your successful energy efficiency projects to your customers and let them know that you are a participating partner with Energy Efficiency Alberta. We ve provided sample text below. If you need assistance or would like someone to review your website copy, contact marketing@efficiencyalberta.ca. Sample Language [Organization Name] has made it easier for you to save energy and money through Energy Efficiency Alberta s Home Energy Plan. [Organization Name] is a participating contractor of energy efficient [product], meaning you re eligible to receive a rebate when you upgrade your [product]. As a participating contractor, we understand how Energy Efficiency Alberta's Home Energy Plan works and what it means for your home. In addition to this program, Energy Efficiency Alberta offers a full suite of programs to assist Albertans in making their homes and businesses more energy efficient. To learn more about these programs, please visit Energy Efficiency Alberta s website, at efficiencyalberta.ca. For details on available energy efficiency rebates, visit efficiencyalberta.ca. 18

20 2.2 Digital Media Kit 3. E-NEWSLETTER/NEWSLETTER COPY Your newsletter should provide worthy, timely, helpful, problem-solving information. You can promote yourself and your company effectively by showcasing specific examples, samples and results you ve achieved for other clients. Your newsletter should contain 80% information and 20% (or less) promotion. Share how your recent energy efficiency project will benefit customers or how it will allow them to save money. For example: Topic: Rebates from Energy Efficiency Alberta Title: [NAME] Receives Rebates from Energy Efficiency Alberta s Home Energy Plan. On [DATE], Energy Efficiency Alberta delivered [NAME/ORGANIZATION] with a $[AMOUNT] rebate as a result of a recent energy efficiency upgrade to [project details]. Energy Efficiency Alberta s Home Energy Plan helped us reduce our energy costs, which in turn reduces our utility bills and provides continued value, said [CUSTOMER NAME]. This project is yet another step in running our home more efficiently, and we plan on continuing these conservation efforts in the future. [Note: quote can express project details, description of the rebate s impact on the company, what s in store for the future, how the rebate helped, why it s timely, etc.] Energy Efficiency Alberta and [ORGANIZATION NAME] have [EXPLAIN ORGANIZATION & Energy Efficiency Alberta s RELATIONSHIP, e.g. past rebates, involvement, partnerships, history]. [Note: If you would like to quote an Energy Efficiency Alberta representative, the proposed quote must be approved by Energy Efficiency Alberta prior to publication. For details on Energy Efficiency Alberta s programs, visit efficiencyalberta.ca.] 19

21 3.0 Contact Information CONTACT INFORMATION MARKETING INQUIRIES CAN BE DIRECTED TO: MEDIA INQUIRIES CAN BE DIRECTED TO: 20