Extensive press coverage needed to be generated in order to spread the core messaging of the Partnership.
To illustrate the key messages – free help, warmth, energy efficiency, and four Local Authorities working together – we dressed four Council leaders in a bespoke four-person woolly jumper – which we got made by a local knitting enthusiast – and invited local press photographers to attend a photocall at the iconic De La Warr Pavilion in Bexhill-on-Sea. Each of the authorities – Eastbourne, Hastings, Rother and Wealden – gained coverage in regional newspapers and radio, reaching an estimated 135,000 people, with a value of more than £17,000 for a cost of just £2,275.
The campaign image of a house in a woolly hat and the slogan ‘Free insulation at the drop of a hat’ was then used across newspaper adverts, a de-jargonised campaign booklet, the partnership website, bus shelter and on-bus advertising space.
Just four months after the market-launch, East Sussex Energy Partnership had 2,700 job-referrals on its books and had completed 1,050 installations, delivering £370,000 worth of assistance to households.
As a result of this solid programme of works, the Partnership was awarded with an increased budget allocation in the 2009/2010 financial year from the Government Office for the South East.
Take a look at the website here: www.eastsussexenergypartnership.org.uk