Canada’s ENERGY STAR® Market Transformation Awards 2011

Assessment Criteria for
an ENERGY STAR Advocate

The submission of a detailed description that highlights how one or more of the “Five A's” of market transformation has been met that should include:

  • the nominee's commitment to undertake projects that improve uptake of energy-efficient products;
  • its efforts to break down market barriers by providing information;
  • its willingness to provide financial incentives of ENERGY STAR qualified equipment;
  • its willingness to spend money raising awareness and/or deliver staff training of ENERGY STAR information and tools.
  • its commitment to purchase products based on ENERGY STAR specifications.
  • an additional assessment on continued leadership in transforming the market towards energy efficiency; and
  • its proactive use of the ENERGY STAR symbol to get the job done.

Activities must be ongoing or completed in 2010 / 2011. Candidates must include the following in their submission. It is recommended that each item, as defined below, be addressed explicitly in the application. New and emerging programs are encouraged to apply and scores will be weighted accordingly (i.e., more heavily based on program design and anticipated market effects than proven energy and emission savings.)


  • Identify all the target categories for your program(s)/initiative(s). You may submit one application to address multiple categories. However, you should ensure that each category clearly addresses the following criteria.

Program design

  • Describe your program design in terms of goals, market barriers addressed, strategy for overcoming market barriers, and key activities, including outreach to program participants and/or consumer education and/or organizational uptake. Applicants with new programs/program designs should focus heavily on this section, clearly explaining their program logic and why it is likely to lead to sustained market change.

Incorporation of ENERGY STAR

  • Briefly describe how you have incorporated the ENERGY STAR platform – messaging, tools, and strategies – in your initiative. Please provide relevant examples (2 copies each) in hard copy format or electronic files.

Market Effects

  • Please provide qualitative and numerical data to support your case that the market has changed or will likely change in a sustained way as a result of your initiative (e.g., improved energy performance of buildings/portfolios in your area; increased customer/client/product specifier awareness of the financial case for energy performance investments, changes in ENERGY STAR awareness or availability/sale/purchase of ENERGY STAR qualifying products). To the extent possible, also indicate the size and importance of the market that has been (or will be) affected within the context of your service area, province, or region.

Examples of market effects include but are not limited to the following:

  • Energy savings, peak demand reductions and air pollution reductions achieved through residential, commercial/institutional, and/or industrial sector programs that explicitly leverage ENERGY STAR
  • Increase in sales or market share of ENERGY STAR qualifying products vis a vis non-qualifying models
    • increase in shelf space devoted to ENERGY STAR qualifying products
    • increase in service availability
    • increase in third-party advertising by market participants
    • increase in consumer awareness; change in consumer attitude
    • breadth and reach of publicity activities
    • increase in participation in the ENERGY STAR program
    • cost effectiveness of program (e.g., $0.05/kWh total resource cost-levelized cost)
    • estimated Year-to-Date energy savings

Data Sources

  • Please reference data sources used to support your market effect claims using standard bibliographic format. As relevant, briefly (1-2 sentences) describe the data collection method, sample frame, and respondent population (e.g., telephone survey, large-share sample of heating and cooling contractors).

Internal Organization’s (e.g., institutions, housing authorities, governments, etc.) commitment/implementation accomplishments:

Identify organization’s ENERGY STAR commitment/implementation activities. Examples include but are not limited to the following:

  • Organization-wide awareness activities of ENERGY STAR qualifying products (e.g., incorporation of ENERGY STAR symbol and messages to all employees into organization newsletters, Web site, brochures, etc.
  • Organization’s energy-using product specifiers (procurement officials, architects engineers, etc) training on ENERGY STAR information and tools
    • Could include: organization comprehensive description of all training efforts e.g. face-to-face presentations, collateral, e-mail/web-based, video, company events, manuals, specification sheets, newsletters etc. Include physical or photographic examples of each (as applicable/available) and scope, number of employees reached, and any other measures of impact
  • Organization’s inclusion of ENERGY STAR in procurement policy
  • Procurement of ENERGY STAR qualified products: including information on numbers of products purchased, estimated dollars, energy, kWh, CO2 savings, etc.
  • Collaborative efforts within your organization and/or with others (e.g. bulk purchasing collaboration with other organizations/jurisdictions/partners, etc.)

Note: ALL support material – pamphlets, posters, advertising materials, training materials, booths, etc.MUST comply with the ENERGY STAR identity requirements as stipulated in the Guidelines for Reproducing, Applying and Using ENERGY STAR Symbol in Canada.

How to submit