Promoting Energy Efficiency Within Major Businesses

Who are they?

EDF Energy (a core part of EDF group), is one of the UK's largest energy companies, providing power to a quarter of the UK's population via its electricity distribution networks in London, the South East and the East of England. The company supplies gas and electricity to over 5m customers and generates about 5GW of energy from its coal and gas power stations, as well as combined heat and power plants and wind farms. EDF Energy employs nearly 13,000 people in the UK and is one of the largest energy suppliers to British business and the Public Sector. The company's major businesses represent some 30,000 organisations with a combined yearly energy expenditure of over £2bn.

What was the challenge?

For many years major business users had enjoyed low energy prices. This meant that improving efficient energy usage was low on their agendas - and climate change impact even lower. Volatile prices and greater awareness of the environment changed this. EDF Energy identified that their major business customers often wanted to improve their energy efficiency but often had more intention than specific knowledge to do something about it.

This led EDF Energy to develop a sophisticated yet practical Advanced Efficiency Programme (AEP) for major businesses. Based on a huge R&D commitment at EDF's research centre outside Paris, this team comprises over 2,000 experts in Europe, including 300 engineers with PhDs and 200 doctoral students. They test and improve the energy efficiency of a wide variety of equipment and processes.

Working closely with the EDF Energy Major Business team we were tasked to:

• Launch the new Advanced Efficiency Programme (AEP) service for major businesses to the UK trade media
• Use the AEP and other energy efficiency initiatives to increase the company's share of voice among UK trade media
• Establish EDF Energy as knowledge leaders and commentators on the energy market and sustainability

To achieve this, the company identified the need to increase the UK energy and manufacturing trade media's appreciation of the AEP. It was agreed that a key way to do this was to show journalists around EDF's Paris research centre first hand - providing they could be persuaded to go.

How did we help?

Working to the Marketing function of EDF Energy Major Business, we 'sold in' contributions to features on energy efficiency, as well as initiating journalist relationships. We also help to contribute by-line articles from UK and French AEP, energy efficiency spokespeople, sub-edit advertorial copy and assist with the drafting of green award entries. In terms of developing editorial content, we tap into the knowledge of our conference producing arm which undertakes many energy, utility and nuclear conferences on behalf of the Institute of Economic Affairs and Adam Smith Institute.

Press Trip to EDF's Research Centre Outside Paris
We helped the Major Business division and EDF Energy Corporate Communications Team by inviting the key trade media on a press trip to the Paris research centre for a day of short talks and energy efficiency demonstrations. This was followed by corporate hospitality at a Rugby World Cup game in Paris - which England won! The EDF brand was further reinforced as EDF was a Worldwide partner of the Rugby World Cup 2007.

Using the industry-renowned Gorkana media database, we were able to identify which target trade media have a declared interest in sport, specifically rugby. This allowed a targeted approach to the media and a very high acceptance rate for the combined research centre visit and accompanying rugby match. This was a very good way of leveraging the value of the company's rugby sponsorship in a way that directly benefited Major Business.

Media Training/Role-Playing
Before the Paris press trip, we designed and gave a media training workshop for key EDF Energy spokespeople, preparing them for the wide range of potential questions they could receive (formally and informally) over the three days they were due to spend with the journalists.

Instead of flying to Paris, a point was made of going on the more environmentally friendly Eurostar. (NB this is also in line with Marketforce's environmental commitment and best practice ways of working by taking a train instead of a plane where possible.) The press pack was also produced on a USB flash drive, instead of masses of paper.

What does this mean?

The media trip was a huge success. This is based on the subsequent feedback from journalists; coverage to date (nearly every journalist who attended wrote at least one piece and/or blog...), plus the future editorial opportunities that have come from this. Media coverage from the year before saw a staggering near 50% year-on-year increase. It was also very successful in terms of EDF Energy spokespeople handling the media's queries both confidently and professionally. The already in-place media relationships instigated by Marketforce were further developed by spending work and social time with these influential journalists.

It means that we are a first 'port-of-call' for these journalists on a range of energy efficiency matters. As well as better understanding the AEP, they are also a lot more aware of EDF Energy's Energy Efficiency Toolkit which is targeted at the company's smaller major business customers. The media exposure gained also strengthens the company's case in winning various green/environmental awards. e.g. winner of the Green Apple Awards, finalist for Green Business, World Business and Green Award For Creativity In Sustainability. The media coverage also contributed to the company being short-listed for its own internal EDF Energy Excellence in Europe awards.

Where are they now?

Our efforts in supporting the excellent existing work carried out by EDF Energy's Major Business and the Corporate Communications Team have contributed to the ongoing reputation-building of the company. EDF Energy is rightly carving out a name for itself as a responsible energy company and leading the way with their Climate Commitments - a series of targets backed by a programme of action. Gaining national recognition by winning sustainability awards just goes to under line this achievement.