Energy Losses Management Programme From Strategy to Implementation ‘Social Marketing Strategy...
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Transcript of Energy Losses Management Programme From Strategy to Implementation ‘Social Marketing Strategy...
Energy LossesManagement Programme
From Strategy to Implementation‘Social Marketing Strategy Overview’
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Content
Eskom Distribution’s Energy Losses Problem
ELP Public Awareness Campaign Approach
Understanding deviant behaviour
ELP Social Marketing Strategy
Integrated approach
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Problem and Goal
Problem: Eskom is suffering revenue loss due to illegal connections across the spectrum from LPUs to SPUs
Distribution non-technical losses are fluctuating on a moving twelve month average between 6% and 5%
Goal: To get consumers to stop using electricity illegally and become legal, therefore contributing towards reducing the levels of non-technical energy losses caused by external issues including electricity theft, tampering, bypassing, etc.
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ELP Public Awareness Campaign Approach
Solution lies in effecting behaviour-change
Traditional advertising or a communications campaign cannot change behaviour on its own
We use ‘Social Marketing’ …
… applying commercial and innovative marketing technologies in behaviour-change programmes, with the aim of influencing the voluntary behaviour of target audiences for the greater good of the individual and society, whilst doing the most good for the company / organisation
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Changing Deviant Behaviour
Change deviant behaviour to desired behaviour through:
SYSTEMS & CONTROLS, CONSTRAINING MEASURES
VALUES, CULTURE, EDUCATION, COMMUNICATION
PERFORMANCE REWARD, INCENTIVES & RECOGNITION
DETECTION, REPORTING, LAW ENFORCEMENT
LEADERSHIP & SOCIAL MOBILISATION
PERCEPTION MANAGEMENT
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Social Marketing Strategy Objective
To influence the voluntary behaviour of Eskom customers to be legal electricity users by:
Reducing the number of illegal electricity customers
Mobilising consumers to report and prevent illegal connections
Building partnerships to deal with illegal electricity consumption
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Strategy essence (1)
The essence of the strategy is built on two integrated pillars aimed at achieving a sustainable strategy with substance and impact:
Objective: Behaviour-change towards legal electricity usage
Compliance-based Pillar• Code of Conduct• Systems/Controls• Audits• Info management• Detection• Law• Policies• Reporting
Pro-active Integrity-
based Pillar• Values, Self-regulation• Integrity Standard• Leadership visible• Awareness, Info, feedback• Unity, Commitment• Peers, value drivers• Partnerships• Mobilisation
A holistic approach based on
a two-pillar
strategy
Social Marketing Campaign
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Strategy essence (2)
Show target audiences the impact & risk of illegal use of electricity – on themselves, their community, the country
Show target audiences the benefits of legal electricity usage – how they can play a role in sustainable power for the country, equitably
Empower target audiences through partnerships, organised structures and mobilisation
The focus is on both LPUs/Large SPUs, and residential SPUs/PPUs.
The strategy will also have integration points with safety, infrastructure theft, energy efficiency and non-payment.
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Channels: Not a traditional Advertisement Campaign
Traditional advertising still to be determined, but could include:
• ATL & BTL Elements
▬ Television
▬Radio
▬Viral SMS & e-mail
▬Direct mail
▬Outdoor
▬Web
▬Brochures
▬Activations
Social marketing
• In addition to traditional advertising channels, we will be using:
▬A social mobilisation effort at business and organised business level, and at individual and community level … building a movement for legal electricity usage among consumers and in the hearts and minds of ordinary South Africans
▬Work with organisations and institutions that the LPUs, Large SPUs, residential SPUs and PPUs, and other citizens interact with on a regular basis, to mobilise and spread the message
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Integrated Campaign Tenets
Performance-based incentive for joint problem-solving approach (both individual and community incentives)
Performance-based incentive for joint problem-solving approach (both individual and community incentives)
INTEGRATED CAMPAIGNINTEGRATED CAMPAIGN
Drive desired behaviour through:Drive desired behaviour through:
Social Marketing (incl partnerships, mobilisation, etc)
Social Marketing (incl partnerships, mobilisation, etc)
Restrictive measures (e.g. split metering, secure boxes, etc)
Restrictive measures (e.g. split metering, secure boxes, etc)
Compliance measures (e.g Audits, law, policy,
reporting line, etc)
Compliance measures (e.g Audits, law, policy,
reporting line, etc)
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Campaign Positioning
Overall theme to be explored for the campaign: Sustainability -:
▬ Energy/revenue loss = business/financial sustainability
▬ Energy efficiency = supply/environmental sustainability
▬ Safety = sustainability of life
▬ Illegal connections = financial sustainability
▬ Theft = infrastructure sustainability
▬ Non-payment = financial sustainability
To be positioned as follows:
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Message positioning
Alignment with Eskom Brand PositioningAlignment with Eskom Brand Positioning
Campaign theme: SustainabilityCampaign theme: Sustainability
Safe
Electricity
Safe
Electricity
Infrastructure
Theft
Infrastructure
Theft
Energy
Efficiency
Energy
Efficiency
Illegal
Connections
Illegal
Connections
Non-
payment
Non-
payment
Campaign: ELP Social MarketingCampaign: ELP Social Marketing
Area specific messaging as per
individual campaigns
ELP & integrated campaign
messaging
The ELP Public Communications Strategy will be focused on its objective of reducing energy losses and ensuring operational sustainability, but the concept of sustainability is big enough and has “the legs” to walk across and touch all the points of integration