The Illinois Residential ENERGY STAR® Lighting Program Final Report to: Illinois Department of Commerce & Economic Opportunity Midwest Energy Efficiency Alliance One East Erie Avenue, Ste 200 Chicago, IL 60611 1 TABLE OF CONTENTS TABLE OF CONTENTS ..............................................................................................2 THE ILLINOIS RESIDENTIAL ENERGY STAR LIGHTING PROGRAM: SUMMARY ............6 Broad Goals of the Program............................................................................................................ 7 Results of the Program.................................................................................................................... 7 Conclusion of Broad Goals & Corresponding Results:.................................................................... 9 IMPLEMENTING THE ILLINOIS RESIDENTIAL ENERGY STAR LIGHTING PROGRAM .....12 Marketing & POP Production......................................................................................................... 12 Mail-in campaign............................................................................................................................ 13 Results of the Mail-in Campaign.................................................................................................... 14 Conclusion for Mail-in Rebate Campaign...................................................................................... 15 RETAILER RECRUITMENT, MATERIALS DISTRIBUTION & RETAILER TRAINING .............17 CONSUMER OUTREACH / SPECIAL EVENTS .............................................................19 Sears Energy Awareness Days 2003............................................................................................ 19 The Illinois State Fair 2002............................................................................................................ 19 The Illinois State Fair 2003............................................................................................................ 20 Rockford College Senior Energy Awareness Expo 2003.............................................................. 21 Illinois Catholic Diocese Awards Ceremony 2003......................................................................... 22 Streamwood Fire Department Safety Demonstration 2003 .......................................................... 22 The Harvest Festival 2003............................................................................................................. 23 The Harvest Festival 2004............................................................................................................. 23 Ziegler's Vendor Expo 2003 & 2004.............................................................................................. 24 Lowes Grand Opening St Charles 2003........................................................................................ 24 Farm Progress Show 2003............................................................................................................ 24 PTA Vendor Expo 2003................................................................................................................. 25 Lowes Grand Opening Quincy 2003 ............................................................................................. 25 Lowes Grand Opening Lake in the Hills 2004 ............................................................................... 26 Lowes Grand Opening Carol Stream 2004 ................................................................................... 26 Lowes Ladies Night Wabash Ave Springfield 2004....................................................................... 27 Lincoln Park Earth Day Event 2004...............................................................................................27 Utica Relief Effort 2004.................................................................................................................. 28 DeKalb Energy Awareness Event 2004 ........................................................................................ 29 Winfield Good Ole' Days 2004 ...................................................................................................... 29 Wheaton Autumn Fest 2004.......................................................................................................... 29 Edwardsville Home Depot CFL Promotion 2004........................................................................... 30 NASCAR Jacket Presentation 2004.............................................................................................. 30 TORCHIERE TURN-INS ...........................................................................................31 Rockford Torchiere Turn-In 2002 .................................................................................................. 35 Rockford TTI Savings Achieved .................................................................................................... 36 DeKalb Torchiere Turn-In 2003..................................................................................................... 40 Chicago Torchiere Turn-In 2003.................................................................................................... 41 Naperville IL Torchiere Turn-In 2004............................................................................................. 42 Springfield Torchiere Turn In 2004................................................................................................ 44 RESULTS OF TORCHIERE TURN-IN EVENTS..............................................................45 CONCLUSIONS FROM THE TORCHIERE TURN-IN EVENTS: ..........................................45 2 ADDITIONAL ADVERTISING / PUBLIC RELATIONS MECHANISMS .................................47 INDUSTRY INITIATIVES............................................................................................48 The March CFL Bulb Extravaganza .............................................................................................. 48 Menards “Harvest the Savings”..................................................................................................... 50 Fall 2004 Industry Initiatives .......................................................................................................... 53 LOA / Home Depot ........................................................................................................................ 53 TABLE THIRTEEN: Home Depot Product Selection.................................................................... 54 Greenlite / Family Dollar / True Value ........................................................................................... 56 TABLE FIFTEEN: Greenlite Product Selection ............................................................................ 58 TCP / Lowes .................................................................................................................................. 60 RESULTS OF INDUSTRY INITIATIVES.........................................................................61 CONCLUSION FROM INDUSTRY INITIATIVES ..............................................................61 LIGHTS FOR LEARNING ..........................................................................................63 School Assemblies ........................................................................................................................ 63 Alhambra Elementary Students Continue to Think GREEN! ........................................................ 65 Students’ bright idea raises funds for local Habitat for Humanity build......................................... 67 CHANGE A LIGHT, CHANGE THE WORLD (CAL) ......................................................68 CAL 2002....................................................................................................................................... 68 CAL 2003....................................................................................................................................... 69 CAL 2004....................................................................................................................................... 72 Results of the IL DCEO Change A Light, Change the World 2004 Promotion ............................. 73 RECOMMENDATIONS FOR A FUTURE LIGHTING PROGRAM.........................................74 3 Table of Tables Table One Overall Program Results Table Two Industry Dollars Leveraged Table Three Mail-In Totals Table Four Mail-In Rebate Savings Table Five Participating Retailer List Table Six Torchiere Turn-In Timeline Table Seven Torchiere Turn-In Savings Table Eight Radio Interviews Table Nine Extravaganza Product Selection Table Ten Extravaganza Savings Table Eleven Harvest Product Selection Table Twelve Harvest Savings Table Thirteen Home Depot Product Selection Table Fourteen Home Depot Savings Table Fifteen Greenlite Product Selection Table Sixteen Greenlite Savings Table Seventeen Lowes Product Selection Table Eighteen Lowes Savings 4 Exhibits Exhibit A Program Logos Exhibit B Core Marketing Materials Exhibit C Additional Marketing Materials Exhibit D Internal Menards Memo of Support Exhibit E Dealer Manual Cover Exhibit F Newsletter Sample Exhibit G State Fair Energy Wheel Exhibit H ENERGY STAR Quiz Exhibit I State Fair Response Demographics Exhibit J Harvest Festival Response Exhibit K Newsletter Prize – NASCAR Jacket Exhibit L “Harvest the Savings” POP Exhibit M IL DCEO Change A Light Cost/Benefit Analysis 5 THE ILLINOIS RESIDENTIAL ENERGY STAR LIGHTING PROGRAM: