Combined heat and power (CHP) is a form of distributed energy that recycles valuable waste heat produced in electricity generation. It is technically proven, environmentally superior, and twice as efficient as centralized power generation. And yet, while this technology accounts for more than 40% of energy generation in some European countries - making it a critical part of the energy mix - it has not been widely accepted or implemented in the United States. In fact, CHP applications in the United States lag far behind those in many parts of the world.

In determining why CHP had not reached the same level of popularity in the United States, energy industry leaders looked closely at the role of communications. With the assistance of marketing communications professionals, they made the assessment that there was no coordinated effort in place to get the CHP message out to the masses. There was no rallying cry that brought the CHP community together, and more importantly, there was no single, consistent message that moved organizations that could benefit from CHP to take action to implement the technology. With this in mind, energy sector leaders set out to create a brand that would allow the CHP community to speak with one powerful voice.

These industry leaders realized that the CHP conversation had been largely a technical one in the past - between engineers and engineers. But it was obvious that CHP target audiences (business executives, community leaders, and policymakers) were not hearing this technical message. As such, they could not easily see the value of CHP. They had different issues and concerns. The challenge became creating a conversation that the marketplace could get behind.

Recycling Energy became that conversation. It was something the marketplace could care about. Why?

• People everywhere can understand and value recycling.
• It appeals on an emotional level - evoking passion and eliciting support.
• It is hard to take a position against.

By increasing interest in Recycling Energy, additional opportunities for CHP Recycling Energy are created.

Utilizing Brand Ambassadors to Communicate the Brand

With the launch of a new CHP Recycling Energy brand, the obvious question became how could this brand be effectively communicated to encourage interest and application of this technology?

In evaluating other brands in the marketplace, it became apparent that in order to be successful, the CHP Recycling Energy brand initiative required a creative and efficient dissemination plan. In lieu of a massive marketing budget, communicating the brand would require a grassroots effort that incorporated CHP supporters. This was the genesis for the Brand Ambassador program, which relies on "foot soldiers" to take the brand to the marketplace.

According to John Kelly, executive director of the Distributed Energy Center at the Gas Technology Institute and chair of the Recycling Energy Council, "We have an incredibly committed core group of CHP supporters. The Brand Ambassador program allows them to channel their energy and passion into communicating the brand. No matter where they are located geographically or whom they touch, they are conveying a consistent Recycling Energy message. We are banking on the assumption that this will have a snowball effect and that Recycling Energy will become a standard for industries and institutions across the US."

Brand Ambassadors are part of a unique industry collaborative focused on stimulating interest in CHP Recycling Energy. They have access to brand-based marketing tools that complement their own marketing efforts and those of their customers. These tools help tell a compelling CHP story to policymakers, executives, community leaders, investors, and others who play a key role in the CHP decision.

But Brand Ambassadors also help extend the CHP Recycling Energy brand to the greater community. They provide the funding (through annual program fees) to launch and sustain an ongoing public relations effort that creates a "buzz" about this technology in the marketplace while at the same time creating opportunities for Brand Ambassadors to position themselves as energy leaders within the media.

Attractive Program Fees

Annual program fees are designed to make it affordable for everyone to become a Brand Ambassador. And, with special rates available for members of the US Combined Heat & Power Association, the Environmental Media Association, and the International District Energy Association, becoming a Brand Ambassador is even more attractive.

Brand Ambassadors Benefit on Numerous Levels

Brand Ambassadors take advantage of a wide range of benefits that allow them to build increased visibility for Recycling Energy and greater awareness of the benefits of distributed generation/CHP - while at the same time making their own marketing efforts even stronger. This includes the following:

Building increased awareness/identity through public relations.Brand Ambassadors support a public relations campaign, which targets the vertical markets and geographic areas with the greatest potential for CHP. This opens opportunities to increase visibility and create a bigger market for CHP Recycling Energy in the future. This ongoing, targeted public relations effort helps everyone in the CHP Community by building momentum behind the Recycling Energy conversation, communicating a consistent, compelling brand message and speaking to the energy issues that are on the minds of the target audiences the CHP Community needs to reach.

Accessing a CHP Brand Toolbox to complement ambassadors' own marketing efforts.Brand Toolbox materials can be utilized in conjunction with Ambassadors' own marketing pieces. They allow Ambassadors to launch conversations immediately relevant to their audiences - thus paving the way for the more detailed, technical information to follow. The Toolbox includes

• CHP Recycling Energy logo (for use on business cards, letterhead, presentations, equipment, and other cobranding opportunities), which associates Brand Ambassadors with a mounting national branding initiative;
• CHP Overview Brochure (for use as a leave-behind or in mailings), which walks CHP prospects through the benefits of CHP in a way that nontechnical audiences can understand and value;
• posters (for use at trade shows and other public events), which highlight the role CHP plays in addressing the country's top energy issues, including power reliability, energy security, and energy costs;
• direct mail pieces (flat and dimensional mailers), formatted to immediately attract interest and stimulate action; and
• vertical market pieces (starting with health care and education), making it easier to address industry-specific issues and concerns.

"The Brand Toolbox is designed to complement the marketing efforts of every Brand Ambassador - from equipment manufacturers to engineers and from ESCOs [energy service companies] to end users. These brand materials will make the CHP conversation more relevant to Ambassadors' target audiences," says Mary Scheibel, a principal with Scheibel Halaska, the marketing communications firm that developed the brand materials.

"Brand Ambassadors also have the opportunity to cobrand Toolbox materials. By incorporating a logo, tagline, and call to action into these pieces, an Ambassador creates the perception that they not only support the cause but have a wealth of information to share on the topic," she continues.

Extend Reach Through a Strong Merchandising Program

The CHP community can purchase branded apparel and other items at the online store at www.recyclingenergy.org. This serves to increase visibility and spread the word in the marketplace. Brand Ambassadors also have the opportunity to cobrand CHP merchandise for even-greater impact and effectiveness. Merchandise is suitable for trade shows, speaker recognitions, and client gifts. (A portion of the proceeds from this program goes directly to fund future brand initiatives.)

Build a Stronger E-Presence via the Recycling Energy Web Site

Ambassadors can utilize the www.recyclingenergy.org site to build CHP's identity and their own. Brand Ambassadors can submit their CHP brand success stories for possible inclusion on the site or for use in media pitches. And visitors to the site will have the ability to link directly to the Web sites of Brand Ambassadors, positioning Ambassadors as energy industry leaders.

Become a Brand Ambassador, Put the Power of CHP to Work

Join the growing list of CHP Recycling Energy Brand Ambassadors who have access to the messages and materials that make their efforts even more powerful. Brand Ambassadors can make use of high-quality marketing materials at very low costs. At the same time, they are helping spread the word about CHP through a coordinated public relations effort. To learn more, contact us at info@recyclingenergy.org or call Scheibel Halaska at 414/270-3518 for a Brand Ambassador application.

Note

The opening quotation is an excerpt from the CHP Recycling Energy Brand Overview Brochure. Information was gathered from the 2003 Annual Energy Outlook produced by the Department of Energy, the Energy Information Association, and 1999 US Census Statistics.

JOHN KELLY is executive director of the Distributed Energy Center at the Gas Technology Institute in Des Plaines, IL and chairperson of the Recycling Energy Council. MARY SCHEIBEL is a principal with Scheibel Halaska, the Milwaukee, WI–based marketing communications agency behind the new CHP Recycling Energy brand.

DE - July/August 2004