CASE STUDIES and VISUAL SAMPLES Energy and Utility The following case studies highlight some of our B2B and B2C initiatives over the last few years. All of these programs achieved remarkable results and served as a foundation for further work going forward. Alectra BRI Program Brickworks has been a long-time associate of local electric utility PowerStream (now Alectra), working closely with them to market the majority of their B2B and B2C energy efficiency programs and offerings. This included their BRI (Business Refrigeration Incentives) Program, which we promoted effectively over many years. Following PowerStream’s merger to form Alectra Utilities, Brickworks’ objective was then to transition the BRI marketing to an entirely new brand, new messaging, and an expanded pool of potential participants. Brickworks refreshed the program’s brand, and updated a variety of past program materials (including case studies, DM pieces, a program booklet, and more) for the new Alectra campaign. Messaging and tone were adjusted to help explain to customers what the merger was, who Alectra was, and that the BRI program still offered the same benefits as before. The program materials and updated branding were carefully considered to best reach business owners and incentivize participation in the program – for example, the pieces showed a variety of examples across different industries / business types (restaurants, convenience stores, flower shops, pharmacies, bakeries, medical clinics, nursing homes, etc.) to indicate that those examples are all great fits for participation in the program. Brickworks then took on a series of major outbound calling campaigns for Alectra to tell business owners about the BRI program – this calling took place not only in PowerStream’s former service territory, but all across Alectra’s other merged territories, including the Enersource, Horizon, and Hydro One Brampton service areas. The calling was highly effective, with an incredible average success rate of over 29% across these campaigns. Throughout this initiative, Brickworks called over 18,000 different contacts up to three or more times each. Of the people that our team was able to connect with, nearly 1,100 appointments were booked over the phone. This doesn’t include the hundreds of additional leads who requested additional information via e-mail, or were interested but unable to commit to an appointment. The success rate for the BRI calling ended up being far above average for any outbound calling campaign. In addition to the outbound calling, Brickworks coordinated a full BRI “Street Teams” campaign for Alectra, putting representatives on the ground to speak with business owners about the program and book evaluation appointments. Over the course of the initiative, of the customers that our street team presented to, over 12% of them booked an appointment – again, a high success rate for a tactic like this, and it does not account for interested leads who were followed up with later, or the impressions garnered and awareness spread generally. Overall, the utility transition was a significant success, and Brickworks is proud to have achieved such great results for the BRI program marketing. Our work on BRI program marketing for Alectra and many other utilities has also involved close collaboration with the IESO (SaveOnEnergy brand). BRI CASE STUDY We consider this a solid example of Brickworks’ ability to produce and execute fully- realized campaigns that push boundaries, make a splash, and achieve and surpass the goals of the initiative. Challenge: The Huron Club is a 3,400-square-foot facility, located in a heritage building in downtown Collingwood. Duff and his wife Joanne have owned the business since 2010, and next to labour, energy is one of their highest fixed costs. Refrigeration is near the top of the list for what consumes the most electricity because food and beverage quality depend on consistent refrigeration temperatures. Taking Action: In 2016, the motors in two walk-in fridges, one walk-in freezer and three under-the-counter fridges in the kitchen’s prep area were replaced with new energy-efficient motors. New fridge and freezer curtains were also installed to help keep cool air in and minimize condensation. The results are impressive: According to Duff, the restaurant is saving approximately 13,500 kilowatt-hours a year, which means just over $1,700 in pure savings. Ease of Installation: “It was the easiest thing in the world,” said Duff . “The contractor came in for a couple of hours on a day when the restaurant was closed. He switched all the motors, at no cost to me, and provided a two-year warranty. I was very pleasantly surprised.” Savings are estimated. Results may vary. Subject to additional terms and conditions found at saveonenergy.ca. Save on Energy is powered by the Independent Electricity System Operator and offered by Collus PowerStream. OM Official Mark of the Independent Electricity System Operator. Busy Collingwood restaurant reduces operating costs by switching to energy-efficient refrigeration. Ian Duff is the fi rst to admit that when he learned he could signifi cantly lower his electricity costs by installing new energy efficient motors in his restaurant’s fridges and freezers, he was skeptical. But now that Collus PowerStream has completed the upgrade, he’s seeing the results fi rst-hand. Today, his bottom line is looking better than ever. Call us today at 1-855-215-8063 Visit colluspowerstream.ca/ freshsavings SAVINGS: Received in FREE upgrades: $2,053 Cost to the Business: $0 Annual Energy Savings: $1,785 The Huron Club racks up cool energy savings The Business Refrigeration Program is a terrifi c initiative. I would highly recommend it to other businesses that want to reduce their operating and square footage costs. Business Refrigeration Incentives Program CASE STUDIES BRICKWORKS COMMUNICATIONS 8 PAGE DIRECT MAIL CAMPAIGN Home Winterproofing Program We believe that the Home Winterproofing Program marketing strategy that Brickworks and Enbridge have developed represents an exemplary achievement. As the Home Winterproofing program is absolutely free of charge to those who qualify, our efforts in promoting and endorsing the program have been deeply rooted in warmth, community and family. Our preservation of these values in the creative materials developed by Brickworks, and the efforts to which we have gone to bring information about the program to as many people as possible, are a strong and significant example of recent marketing success. The relaunched and rebranded Home Winterproofing Program has found significant success since its launch. The new program design developed by Brickworks featured simple icons and clear, concise writing techniques, communicating the key features and benefits of the program to a target audience with identifiable literacy challenges. “Home Winterproofing” is a far clearer, friendlier, and more accessible name than “Low Income Weatherization”. The team kept the terminology associated with the program as straightforward as possible, so as not to exclude anyone from understanding or engaging with the material. The program marketing and communications have been developed and managed by Brickworks for several years, and have represented a significant shift from conventional efforts. The primary challenge was to reach low income households, which are often not accessible through traditional advertising methods; low income households have an aversion to engaging with governments, large utilities and other authority figures. We have been able to engage this target group through a wide variety of avenues - talking to real people in a way they can really appreciate. Brickworks has found a host of social agencies and charitable associations to partner with, including the Salvation Army and the Ontario Non-Profit Housing Association. Early on in the program re-launch, we also facilitated a series of breakfast meetings to promote the program to community group partners and non-profit agencies at a local level. The program has been marketed to people from all walks of life that can pass the information on. Brickworks has conducted outreach to a variety of groups and organizations, including food banks, shelters, non-profits, community centres, places of worship, housing associations, youth groups, veterans’ organizations, schools, and others. Program materials are sent to organizations who agree to receive and distribute them. As part of this strategy, Enbridge also donated reusable grocery bags to food banks and non-profits, and backpacks and sports bags to a variety of “back- to-school” low income backpack programs across Ontario. These materials were donated alongside program brochures, flyers, and application forms, to make it as easy as possible for qualifying recipients to apply. Accompanying media such as video advertising led to millions of impressions generated. The Winterproofing digital marketing campaign has also been a strong and consistent success. On average, the Winterproofing digital search and display ads generate well over 1,000 clicks a month and over 1,000,000 impressions, even in warmer months. In August 2018, for example, the Winterproofing digital ads drove over 2,100 users to the Winterproofing program website, and resulted in over 1.7 million impressions. Brickworks and Enbridge have garnered international award recognition for this marketing, including a creative award for an online animated video promoting the program. With even bolder and more exciting new initiatives such as the Mobile Tour, the program marketing continues to evolve, push creative boundaries, and most importantly, reach the homeowners and families who need the program most. PANEL BROCHURE PROGRAM WEBSITE “GIFT” DM CAMPAIGN GROCERY BAG CAMPAIGN CASE STUDIES BRICKWORKS COMMUNICATIONS ENBRIDGE GAS WINTERPROOFING TOUR “MOBILE SHOWROOM” CASE STUDIES BRICKWORKS COMMUNICATIONS HomeWinterproofing.ca Stay warm with our FREE Home Winterproofing Program. Everyone deserves a warm and comfortable home. Home Winterproofing Mobile Tour Most recently, Brickworks and Enbridge Gas executed their most impactful initiative yet: the highly successful Home Winterproofing Mobile Tour, designed to engage with homeowners in-person and share program information with them one-on-one. Knowing that customers now expect better, more direct and personalized engagement, we moved away from traditional marketing and into an innovative and engaging mobile marketing tour. Our experienced team has attended events both large and small, giving customers tours of our fully furnished “Mobile Showroom” to demonstrate exactly what is involved when participating in the Home Winterproofing program. This includes interactive displays showcasing smart thermostat technology, draft proofing, insulation, and the “blower door test” used as part of the program to measure a home’s heat and energy loss. Our team then collects applications from qualifying customers, or shares information about Enbridge’s other residential programs for those who do not qualify for Home Winterproofing. With a beautifully designed mobile unit, the tour was a great success in its first year and continues to be in its second, with the team engaging customers at events including the CNE, Winterlude, the Collingwood Elvis Festival, and many other high-impact engagements. MOBILE TOUR SHOWROOM Everyone deserves a warm and comfortable home. FREE Winterproofing for your home. HomeWinterproofing.ca Lower your energy bills and stay warm this winter with FREE insulation and draft proofing from Enbridge Gas. To apply, visit HomeWinterproofing.ca Stay warm with our FREE Home Winterproofing Program. Everyone deserves a warm and comfortable home. FREE Winterproofing for your home. HomeWinterproofing.ca Lower your energy bills and stay warm this winter with FREE insulation and draft proofing from Enbridge Gas. To apply, visit HomeWinterproofing.ca Stay warm with our FREE Home Winterproofing Program. Brickworks’ mandate was to develop two sets of promotional materials (in both English and French)—one for grades K-6, and another targeted at grades 7-12. The content of the materials was written and presented in a way that allowed students to absorb the information through engagement and by applying what they’d learned. We achieved this by developing a creative concept reminiscent of a screen printed movie poster. It grabbed the attention of the teenage audience (which can be difficult to do) with bold colours, unique fonts, and a dynamic layout. CASE STUDIES BRICKWORKS COMMUNICATIONS Newfoundland and Labrador Energy Efficiency School Program Our work with the Newfoundland and Labrador Department of Education is an excellent example of our experience within the Public Sector. The Newfoundland and Labrador Department of Education, in partnership with the Office of Climate Change and Energy Efficiency, launched a province-wide pilot project and asked Brickworks to be involved. The purpose of the project was to educate youth about energy efficiency and conservation, and in doing so, empower them to be positive agents of change around energy conservation within their own families and the community as a whole. The materials were delivered in eye-catching re-usable folders, designed to keep these energy saving tips fresh in student’s minds. The infographic-style use of a variety of icons provided a series of visual cues that gave students a simple, easy, and memorable way to recall the messages being communicated. The promotional materials also focused on locally relevant information about energy use, conservation, and efficiency which complemented the existing textbooks and were successfully accepted by teachers as informative resources that added value to their curriculum. The program ran successfully for the remainder of that school year, and received highly positive feedback from everyone involved — including the students themselves, who came away with a new understanding and appreciation of energy use, how these systems interact, and the importance of effective conservation. French & English Folder with Inserts French & English Poster NEWFOUNDLAND AND LABRADOR DEPARTMENT OF EDUCATION - SCHOOL PROGRAM CASE STUDIES BRICKWORKS COMMUNICATIONS This not only allows business owners considerably more flexibility on the temperature set-point their frozen food can be stored at saving them money, it will result in a direct benefit for Ontario and the IESO, thanks to the reduction of electricity use for refrigeration which impacts total and peak demand. A three degree temperature from -18°C to -15°C alone offers between 10% and 12% electricity savings per commercial freezer, reducing costs for business owners. This adjustment will not impact frozen food safety, and food quality issues should be able to be managed appropriately by businesses, given the short length of time food is kept frozen by the end user. Toronto Freezer Temperature Project Another significant Brickworks success story is our involvement in the Freezer Temperature Pilot Project over the past few years, which resulted in a provincial government policy change. Formerly, Ontario’s food industry regulations dictated that frozen foods held by commercial establishments must be stored at a temperature of -18 degrees Celsius or lower. Considering that frozen food poses no safety risk and commercial establishments are holding food for shorter periods, a theory was developed that food could be kept at warmer temperatures, saving energy without impacting food quality or safety. Brickworks developed a proposal and partnerships, receiving funding from the Conservation Fund of the IESO, to conduct a study assessing the potential energy savings and food quality impact of adjusting a commercial freezer’s internal temperature from -18°C to -15°C. An in-field research project measured temperature and energy usage in 30 commercial freezers throughout Toronto, and detailed research was conducted on the impact of temperature change on food safety and quality. The results of the study suggested that a three degree Celsius temperature modification in Ontario’s commercial freezer temperature set- point would offer measurable energy savings with no impact on food safety and limited food quality concerns for businesses. In part as a result of this work, a new Ontario food code regulation came into effect, removing the specific temperature requirement and simply requiring that food be kept in a “frozen state” while stored. The success of the study emphasizes the importance of evaluating energy guidelines from the past and updating them when there is an opportunity. Based on language from the Food and Drug Administration, state health agencies in the United States could also enact similar policy changes which would lead to broader energy savings. TORONTO FREEZER TEMPERATURE CAMPAIGN