SITUATION:

The Louisiana Department of Natural Resources (LDNR) embarked in 2006 on a three-year campaign to educate Louisiana residents about the environmental benefits and cost savings associated with purchasing Energy Star-rated appliances and products.

THE EHRHARDT GROUP:

LDNR partnered with The Ehrhardt Group to implement a statewide awareness campaign that utilized a series of public services announcements. The Ehrhardt Group initiated a number of activities, including:

o  Focus Groups with Louisiana residents

o  PSA production

o  Statewide placement of TV and radio PSAs

o  Outdoor advertisements

o  Media Relations

RESULTS:

• Completion of a series of focus groups with Louisiana consumers to measure their perceptions of Energy Star-rated home construction, appliances and products.
• Coordination of a public service campaign across Louisiana on targeted television and radio stations, complemented by selected outdoor advertising. The Ehrhardt Group negotiated more $200,000 in added value for the campaign, more than twice the allocated budget for the 2006 program.
• Initiation of a media relations program to generate media coverage for 2007 Energy Star Change-a-Light month, driving more than 5,000 Louisianians to pledge to change at least one conventional light bulb in their homes to a more energy efficient compact fluorescent light bulb.

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