ENERGY STAR® Market Transformation Award Winners 2010
CATEGORY: MANUFACTURER OF THE YEAR
Whirlpool Canada LP
The Canadian appliance industry faced many challenges during the economic downturn of 2009. Nevertheless, Whirlpool Canada continued to strengthen its industry-leading position as a manufacturer of energy-efficient products, earning the company its fifth award as ENERGY STAR Manufacturer of the Year.
Whirlpool-manufactured brands – KitchenAid, Whirlpool, Maytag, Inglis, Amana, Roper, Estate and JENN-AIR – accounted for more than 40 percent of all ENERGY STAR qualified appliance shipments in Canada in 2009.
The company produced an impressive 393 distinct ENERGY STAR qualified models – a 25 percent increase over 2008 – with an estimated lifetime energy savings for Canadians of more than 1.5 million kilowatt hours (kWh). Whirlpool brands outpaced industry growth in ENERGY STAR qualified products last year, accounting for 64 percent of company shipments – a new milestone.
A full 30 percent of Whirlpool-manufactured clothes washers sold in 2009 met the Consortium for Energy Efficiency (CEE) stringent Tier 3 requirement. More than 90 percent of the company's dishwasher models were ENERGY STAR qualified. In the refrigerator category, Whirlpool occupied an exclusive industry position, offering 18 models that exceed minimum federal energy efficiency requirements by 30 percent or more – a 50 percent increase over 2008.
One factor that makes Whirlpool a perennial ENERGY STAR leader is the company's commitment to constant innovation. In 2009, Whirlpool introduced a range of new products with advanced energy efficiency features, including an all-new line of CEE Tier 3 ENERGY STAR qualified Duet® model washers and dryers, as well as new refrigerator and dishwasher models.
Whirlpool backs up its manufacturing prowess with a comprehensive public relations effort that achieved unprecedented direct engagement with media and consumers in 2009. Despite the economic downturn, the company also made a record-high investment in educating retail sales associates about ENERGY STAR qualified products.
The Internet continues to be a powerful information and marketing tool for Whirlpool. The company estimates more than one million unique views for ENERGY STAR qualified products in 2009.
In addition to its four Manufacturer of the Year awards, Whirlpool Canada was named ENERGY STAR Participant of the Year in 2008 and received the ENERGY STAR Award for Sustained Excellence in 2007.
CATEGORY: MANUFACTURER OF THE YEAR – WINDOWS, DOORS AND SKYLIGHTS
All Weather Windows
All Weather Windows believes that consumers see ENERGY STAR as the trusted name in energy efficiency. That explains why the company has gone to such lengths to link its products with the ENERGY STAR symbol.
More than 95 percent of All Weather Windows' product line is now ENERGY STAR qualified. In 2009, the company manufactured 1955 different ENERGY STAR qualified products, which were sold at more than 900 retail locations and through more than 500 builders and contractors across Canada. All Weather Windows shipped more than 300 000 ENERGY STAR qualified windows and doors last year.
The ENERGY STAR symbol is front and centre in virtually all facets of the company's marketing efforts, including its Web site, product brochures, point-of-purchase materials, direct mail pieces, print and television advertising – and even the company's business cards and fleet of delivery trucks.
ENERGY STAR qualified products are also featured prominently in a unique retail display unit that earned All Weather Windows the 2010 Canadian Home Improvement Merchandising Award for best retail display in Building Materials. The award-winning display unit was used at more than 70 major home improvement stores in Canada in 2009, as well as at industry trade shows.
All Weather Windows' Web site makes shopping for energy-efficient windows easy. Simply by entering their postal code, visitors are directed to products that meet the ENERGY STAR specifications for their climate zone. All Weather Windows has also developed the Energy Saver Calculator, an industry-leading online tool that allows consumers to estimate the annual energy savings and greenhouse gas reductions they could expect from replacing their windows with ENERGY STAR qualified products.
The company offers dealers an intensive two-day course entitled All Weather Windows University, where participants learn about company products, marketing programs and ENERGY STAR. In 2009, 110 dealers from across Canada were trained. More than 20 installers also received training that includes ENERGY STAR content.
All Weather Windows played a key role in developing the new ENERGY STAR technical specification for windows, doors and skylights, which will come into effect on October 1, 2010. The company has been in business for more than 30 years, always striving to manufacture the most durable windows and doors in the industry.
CATEGORY: RETAILER OF THE YEAR
Sears Canada Inc.
Sears Canada has a clear ENERGY STAR strategy: Make it easy for customers to choose the most energy-efficient solutions for their homes. To that end, Sears has integrated the benefits of ENERGY STAR into the "DNA" of the company – from buyers to marketing teams and from executives to frontline associates. The strength of this commitment has earned Sears its fourth ENERGY STAR Retailer of the Year award.
One way Sears brings its ENERGY STAR strategy to life is by continually expanding the availability of qualified products. In 2009, Sears offered one of the largest selections of ENERGY STAR qualified products in Canada – more than 2000 distinct products across five categories: major appliances; home electronics; lighting products; heating, cooling and ventilation equipment; and windows and doors. Some product lines – windows, dishwashers and high-efficiency furnaces, among others – were from 85 percent to 100 percent ENERGY STAR qualified.
Of course, it helps that Sears operates the most extensive multi-channel retail network in Canada, with 198 corporate stores, 187 dealer stores, 44 home improvement showrooms and more than 1850 catalogue merchandise pick-up locations. In fact, 93 percent of Canadians live within a 10-minute drive of a Sears location. For those who prefer to shop online, Sears.ca was the most transacted retail sales Web site in Canada in 2009.
But it doesn't end there. Sears uses every opportunity to market ENERGY STAR qualified products, including more than one billion ENERGY STAR logo impressions in the company's retail flyers in 2009. Many of the product brochures distributed to customers also proudly display the ENERGY STAR symbol, and Sears Canada associates take full advantage of face-to-face interactions with customers to explain the benefits of selecting ENERGY STAR qualified products.
Sears is also committed to making ENERGY STAR qualified products as affordable as possible. Several tools are used to achieve this goal, including a price match guarantee, a range of financing options, promotional programs, and partnerships with utilities and governments to offer customers even greater savings.
Sears has proudly displayed its ENERGY STAR Retailer of the Year award at events and in-store promotions, and no doubt it will continue to do so in the future. The company was also recognized as ENERGY STAR Participant of the Year in 2005.
CATEGORY: UTILITY OF THE YEAR – PROVINCIAL
Hydro-Québec
ENERGY STAR has a starring role in Hydro-Québec's province-wide energy efficiency program, Energy Wise. The utility continues to find innovative ways to expand the scope of the program and encourage market uptake of ENERGY STAR qualified products.
In 2009, for example, Hydro-Québec broke down a significant market barrier in Nunavik by printing promotional items for ENERGY STAR qualified products in both French and Inuktitut, the language of the Inuit who account for 90 percent of the region's residents.
The utility also ventured into a new segment of the market by launching a successful pilot project to help low-income households replace inefficient refrigerators. Between August and December 2009, more than 1600 old refrigerators were replaced with new ENERGY STAR qualified models at a cost of only $75.
Hydro-Québec uses all means at its disposal to promote ENERGY STAR qualified products. These include the Energy Wise Home Diagnostic program, a free service that provides customers with an analysis of their energy costs and identifies potential energy-saving measures, including the use of ENERGY STAR qualified products. By April 2009, more than one million Quebec homes had received personalized reports from this program.
HydroContact, a bulletin sent to residential customers six times a year, included several articles on ENERGY STAR qualified products in 2009. The utility's call centre featured three recorded messages promoting ENERGY STAR, and call centre staff responded to almost 9000 telephone enquiries about ENERGY STAR programs or qualified products.
Hydro-Québec's Web site was also popular among consumers looking for energy efficiency information and advice. Visitors downloaded more than 130 000 mail-in rebate coupons for ENERGY STAR qualified appliances and lighting products.
The impact of Hydro-Québec's promotional efforts is evident in the market. Since the launch of its lighting campaign, the availability of ENERGY STAR qualified compact fluorescent lamps and fixtures in retail outlets has grown significantly. Similarly, consumer demand for energy-efficient products has driven an increase in the proportion of manufacturers in Quebec who produce ENERGY STAR qualified windows, from 58 percent in 2008 to 79 percent in 2009.
CATEGORY: UTILITY OF THE YEAR – REGIONAL
Veridian Connections
Veridian Connections – a regional utility that delivers electricity to more than 111 000 customers in more than a dozen communities in south central Ontario – has definitely made the connection with ENERGY STAR.
Veridian recognizes that conservation is a key piece of the puzzle when it comes to addressing Ontario's electricity supply mix and protecting the environment. The company promotes and delivers several energy-saving initiatives, and the ENERGY STAR symbol is one of its favourite tools.
In May 2009, for example, Veridian launched "Look who's hogging your electricity," an awareness campaign to educate people about electricity consumption by televisions and add-ons. The campaign brochure and Web site explain that ENERGY STAR qualified televisions use about 30 percent less energy than standard units in their class.
As part of its ongoing conservation efforts, Veridian has joined the Ontario Power Authority's Great Refrigerator Roundup, a program that aims to remove older, inefficient fridges, freezers, window air conditioners and dehumidifiers from customers' homes. In addition to providing information on how to "right-size" a new refrigerator, the company's brochure encourages prospective buyers to look for the ENERGY STAR symbol.
Veridian has also been instrumental in promoting PeakBusters, an annual contest that rewards actions to reduce peak electricity use. The PeakBusters bookmark encourages the purchase of ENERGY STAR qualified air conditioners, appliances, electronics, compact fluorescent lamps and ceiling fans.
A leader in the deployment of smart meters in Ontario, Veridian has installed more than 70 000 units to date. The booklet provided to customers after meters are installed includes a reminder that purchasing ENERGY STAR qualified appliances and lighting is a good way to reduce electricity consumption.
Veridian's promotional efforts extend to its own staff. Employees who want to purchase energy-efficient products, including those that qualify for the ENERGY STAR symbol, may be eligible for an interest-free loan of up to $5,000 from the company.
ENERGY STAR is a cornerstone of Veridian's conservation efforts, earning the company the 2010 award for Utility of the Year – Regional.
CATEGORY: PROMOTIONAL CAMPAIGN OF THE YEAR
Hydro-Québec
Hydro-Québec's efforts to encourage residential customers to opt for energy-efficient products continued to build momentum in 2009. Campaigns targeting ENERGY STAR qualified appliances, lighting products and windows and doors reached more than 75 percent of Quebec residents and influenced hundreds of thousands of purchase decisions.
The lighting campaign was particularly successful. Hydro-Québec issued mail-in rebates for more than 365 000 ENERGY STAR qualified compact fluorescent lamps (CFLs) and more than 54 000 ENERGY STAR qualified fixtures last year. In Nunavik, the program was expanded to offer consumers an instant cash rebate when they purchased a CFL.
A new television advertising campaign in the fall of 2009 showed how lighting fixtures have evolved over the years and reminded viewers that ENERGY STAR qualified models consume up to 75 percent less energy than conventional fixtures. Yet another advertising campaign encouraged consumers to visit Hydro-Québec's partner retail stores to ask questions about CFLs and other energy-efficient products. Forty-three stores in four major markets participated in the campaign. Also new in 2009 was the targeted mailing of CFL rebate coupons to 400 000 homes.
Hydro-Québec's appliance program issued rebates for close to 150 000 ENERGY STAR qualified appliances in 2009. In Nunavik, rebates were offered for ENERGY STAR qualified freezers for the first time, in addition to rebates for refrigerators and clothes washers. New "Shooting Star" television and radio advertisements drew attention to the availability of mail-in rebates for selected ENERGY STAR qualified appliances.
Also in 2009, Hydro-Québec extended its campaign to encourage the purchase and installation of ENERGY STAR qualified windows and doors. Like the lighting and appliance programs, this campaign was supported by a new television commercial, which encouraged viewers to insist on windows bearing the ENERGY STAR symbol.
Hydro-Québec's investment in promotional campaigns is paying dividends. In 2009, 88 percent of Quebecers indicated that they were familiar with and knew the meaning of the ENERGY STAR symbol. Research also showed that people who were exposed to one of the promotional campaigns were more likely to have taken advantage of a rebate offer.
This is Hydro-Québec's eighth ENERGY STAR Recognition Award.
CATEGORY: PARTICIPANT OF THE YEAR
Manitoba Hydro
Since the launch of its first demand side management program in 1989, Manitoba Hydro has helped residential, commercial and industrial customers save an estimated $400 million on their energy bills. Over the years, ENERGY STAR has become an increasingly important part of this success story.
Through a combination of educational and incentive-based initiatives, Manitoba Hydro's Power Smart program has encouraged and empowered customers to personally take action to conserve energy by purchasing ENERGY STAR qualified products.
The utility's Web site is an important educational tool. For example, an interactive tour of an energy-efficient house allows customers to explore how ENERGY STAR qualified products can be incorporated into almost every room of their home. The utility's "Small Changes Add Up"
campaign also features an online tool that showcases ENERGY STAR qualified lighting, home office equipment, home electronics and appliances.
Power Smart guides recommend ENERGY STAR qualified products regularly. As well, the program's information sheets offer customers concise information on a range of ENERGY STAR qualified products, including appliances, home electronics, compact fluorescent lamps (CFLs) and light fixtures.
Manitoba Hydro also uses other media to educate customers. In 2009, the utility was honoured with six Television Bureau of Canada awards for information spots that featured ENERGY STAR qualified products, which were mentioned several times in the Energy Expert Column that appears regularly in the Saturday Homes section of the Winnipeg Free Press.
Like its educational initiatives, Power Smart's incentive programs are wide-ranging and focused on helping customers make their homes and businesses more energy-efficient. In 2009, rebates were offered for purchases of ENERGY STAR qualified chest freezers, front-loading clothes washers, light fixtures and CFLs, as well as for purchases of commercial clothes washers and commercial kitchen appliances. Rebates were also offered to owners and managers of apartment buildings, condominium complexes, personal care homes and other types of multi-unit family housing when they installed ENERGY STAR qualified CFLs or light fixtures in tenant suites.
This is the third ENERGY STAR Recognition Award for Manitoba Hydro, which won the award for Promotional Campaign of the Year in 2005 and for Utility of the Year – Provincial in 2006.
CATEGORY: ADVOCATE OF THE YEAR
Climate Change Central
What a difference a rebate can make! Just ask Climate Change Central (C3), a not-for-profit organization that encourages and empowers Albertans to take action on climate change.
Working in partnership with businesses, governments and other stakeholders, C3 developed and delivered the successful "My rebates" program in 2009, breaking down market barriers to ENERGY STAR qualified products for thousands of households across the province.
The "My rebates" program had three distinct elements:
- First, C3 approached the Government of Alberta to fund rebates for the purchase of ENERGY STAR qualified replacement furnaces and boilers, water heaters and clothes washers.
- C3 then leveraged this government funding to engage and support two large companies in delivering corporate "My rebates" programs to employees for the purchase of a range of ENERGY STAR qualified products.
- Finally, C3 delivered a "My rebates" program to residents of four municipalities in Alberta.
A brochure explaining all of the rebates – and linking product eligibility to the ENERGY STAR symbol – was distributed to 58 000 residents through utility companies. Albertans were also encouraged to visit the C3 Web site for more information on the rebates and ENERGY STAR in general. Once they had made a purchase, consumers were able to complete a single online application and receive rebates from three different sources at once, if applicable. Nearly 900 000 people visited the C3 Web site in 2009 – a 200 percent increase from the year before, when no rebate programs were offered.
The "My rebates" program has had an enormous impact on the market for ENERGY STAR qualified products in Alberta. Rebates worth more than $3.8 million were issued for ENERGY STAR qualified products in 2009, including more than 13 000 clothes washers, close to 6500 furnaces/boilers and about 300 water heaters. In addition to saving consumers energy and money, C3 estimates these products will reduce greenhouse gas emissions by more than 10 000 tonnes per year.
As a trusted source of environmental information in Alberta, C3 has used its position to significantly increase the rate of penetration of ENERGY STAR qualified products across the province. Consumers win, and so does the environment!
This is Climate Change Central's second ENERGY STAR Recognition Award. C3 received an Honourable Mention of the Year award in 2004.
CATEGORY: RECRUIT OF THE YEAR
Toshiba of Canada Limited
Toshiba is a name that many Canadians associate with home entertainment systems and office equipment. Thanks to the company's aggressive marketing and educational efforts, it is now a name that is also associated with the ENERGY STAR symbol.
In 2009, all Toshiba televisions and the majority of Toshiba notebooks were ENERGY STAR qualified. Models of both products were sold at various price levels, ensuring affordability to consumers. The products were also widely available from major national retailers and online through shoptoshiba.ca.
Toshiba of Canada has worked hard to ensure that consumers and dealers alike know that its energy-efficient televisions and notebooks are environmentally friendly, with the ENERGY STAR symbol playing a prominent role.
Toshiba uses the ENERGY STAR symbol extensively on the packaging of qualified products, next to qualified products on the company's Web site and in product literature, such as Toshiba's 2009 consumer electronics brochure.
"Spec sheets" for all ENERGY STAR qualified products also show the symbol or otherwise indicate that the product meets the ENERGY STAR specifications. Moreover, Toshiba has developed comprehensive environmental spec sheets – again displaying the ENERGY STAR symbol – to help educate consumers about its televisions and notebooks.
In August 2009, the "Ask What If" campaign was launched to educate consumers about leading-edge Toshiba technologies, including the advanced features that make its notebooks and televisions energy efficiency leaders. The campaign included a microsite and television and print advertisements.
From February 2009 to January 2010, Toshiba of Canada issued 10 press releases that included references to ENERGY STAR.
Dealers and employees receive training on the energy-saving benefits of Toshiba televisions and notebooks. The company has dedicated dealer training sites for both products, and sales representatives are rewarded for taking online educational modules. Toshiba also requires all employees to complete a 15-minute online training module and quiz each year to ensure that they are up-to-date with the company's environmental commitments and practices.
Natural Resources Canada is pleased to welcome Toshiba of Canada as the ENERGY STAR Recruit of the Year for 2010.
CATEGORY: COLLABORATIVE INITIATIVE OF THE YEAR
Social Housing Services Corporation
A not-for-profit organization created to connect Ontario's social housing sector is using its reach to bring the ENERGY STAR message and ENERGY STAR qualified products to more than 1400 non-profit and co-operative housing corporations that manage more than 270 000 units in the province.
Since 2007, the Social Housing Services Corporation (SHSC) and its subsidiary – GLOBE (Green Light on a Better Environment) – have worked with Toronto Hydro to deliver an innovative in-suite lighting replacement program in social housing units in Toronto (outside the jurisdiction of the Toronto Community Housing Corporation). The program has three key components:
- energy management training for housing providers on ENERGY STAR and other topics. More than 170 individuals have been trained to date.
- a "community champions" energy conservation program for residents. Community champions are nominated by housing providers, receive two days of training and then work with their peers to promote positive change, including the use of ENERGY STAR qualified products. More than 80 community champions have been trained across Toronto.
- an in-suite compact fluorescent lamp (CFL) exchange. In 2009, more than 58 000 ENERGY STAR qualified CFLs were installed free-of-charge in 11 000 housing units, reducing demand for electricity by 2.842 megawatts – the best annual results to date. Using the ENERGY STAR Savings Calculator, SHSC estimates this is equivalent to taking more than 215 cars off the road or planting 110 000 trees.
SHSC is also supporting the uptake of energy-efficient products in social housing units through its Appliance Bulk Buy program. Launched in November 2009, the program offers housing providers an all-in-one purchasing solution, including competitive procurement of ENERGY STAR qualified appliances.
Already, more than 2900 ENERGY STAR qualified refrigerators have been purchased through this program, equivalent to taking 98 cars off the road or planting more than 50 000 trees. Based on its early success, SHSC is in the process of expanding the program to include ENERGY STAR qualified windows.
SHSC has been an ENERGY STAR Participant since 2006. This is the organization's first ENERGY STAR Recognition Award.
CATEGORY – SUSTAINED EXCELLENCE
JELD-WEN Canada
JELD-WEN Canada is a Canadian and world leader in manufacturing energy-efficient fenestration products. The company's commitment to innovation, to informing consumers about the benefits of energy efficiency and to promoting the ENERGY STAR symbol at every opportunity has earned JELD-WEN the prestigious award for Sustained Excellence.
JELD-WEN continuously invests in research and development and takes advantage of all available technologies to create products that meet or surpass the ENERGY STAR specifications. In 2009, ENERGY STAR qualified products accounted for 85 percent of JELD-WEN's production, surpassing the company's own target. All products in the JELD-WEN line-up are available in ENERGY STAR qualified models.
The company also works hard to ensure that information about its energy-efficient products is easily accessible to consumers. JELD-WEN's use of the Internet is particularly notable. Its eco-reno.ca Web site, for example, provides all the information consumers need to purchase ENERGY STAR qualified products. Based on the visitors' postal code, the site generates lists of products that meet the ENERGY STAR specifications in their climate zone, identifies local retailers who sell the products and provides information on government grants available in that region. The site also has a unique Energy Savings Calculator that shows homeowners how much money and greenhouse gases they can save by replacing windows with ENERGY STAR qualified models.
JELD-WEN makes extensive use of the ENERGY STAR symbol on products themselves, on its Web sites and in printed materials. Its "Tips & Tech" information bulletin educates dealers and others about its products and regularly includes information on ENERGY STAR and energy efficiency innovations.
To mark its 50th anniversary in 2010, JELD-WEN has launched the "Make Your Home a Star" contest. The contest offers Canadians the chance to win up to $30,000 in ENERGY STAR qualified doors and windows, plus up to $20,000 in other ENERGY STAR qualified products for their home.
This is JELD-WEN's third ENERGY STAR Recognition Award. In 2006, the company won the award for Promotional Campaign of the Year – Specific Product and was named ENERGY STAR Participant of the Year in 2009.