Embed Size (px)
Citation preview
New Jersey Natural Gas&
Ventura Associates Intl LLC
Oil Conversion Incentives
NJ Natural Gas
New Jersey Natural Gas is the principal subsidiary of New Jersey Resources.
Fortune 1000 company
Provides reliable energy and natural gas services including transportation, distribution, and asset management.
Ventura Associates Intl LLC
Strategically-focused, legally precise online and offline
promotions.
Tactical development and flawless execution of:-Sweepstakes-Contests-Games
40+ years in business
11,118 sweepstakes, contest, games
$139,873,416 in prizes given away
Promo 100 marketing & promotions agency specializing in:
What We Do Counsel on program concept, execution and planning for any/all media
Prize structure recommendations
Rules and legal review
State registrations and surety bond (if applicable)
Online promotion hosting
Winner selection, clearance and correspondence
Program analytics and reporting
Prize procurement and fulfillment
You, too can win!
Listen Up!Look for your official entry forms, and
lets have some fun!
ENTER FOR YOUR CHANCE TO WIN A POWERFUL ENERGY
SAVING PRIZE!
Sweepstakes vs Contests
Promotions that award prizes on random chance.
Highly Regulated
Purchase not necessary
A promotion that awards prizes on the basis of skill demonstrated by each entrant
Highly Regulated
Purchase may be required in most states.
Prize Chance Consideration
Lottery X X X
Sweepstakes X X no purchase necessary
Contests X skill replaces chance X
Sweepstakes Versus Contests
New York Florida Rhode
Island
Prize Value: Over $5,000 Over $5,000 $500+ (Retail or online
retailer only)
Bonds or CD’s: Yes Yes No
Lead Time: 30 days 7 days 30 days
State Registrations:
CONTESTS
SWEEPSTAKES
Instant Game
NJNG “Win Big & Save” Sweepstakes
Four Winners get a home heating conversion worth up to $6,000.
We cover costs
New winner picked every two weeks
Better chance of winning the sooner the consumer entered
Marketing Tactics
Designed to build a database of potential leads
Questions on sweepstakes entry form served to drive quality prospects.
Reach consumers by using direct mail and internet based promotions.
Results
908 sweepstakes entries
UGI Sweepstakes
Largest gas utility in Pennsylvania with small electric utility
Three consecutive years, every spring• 2011 Rake in the Cash
• 2012 The Switch is On
• 2013 Do it for the Money
2011 “Rake in the Cash” Sweepstakes
Twelve winners of up to $2,000 rebate on the purchase of ANY natural gas hot water heater that replaces a non-gas water heater. Winners drawn weekly by outside administrator, Ventura Associates.
No requirements on efficiency, size, style, contractor, etc.
Paid for with shareholder dollars, not part of an approved efficiency program. Less than half the cost of previous year’s $300 rebate.
Marketing Tactics
Direct Mailing to 52,000 target customers in September.
Program website with benefits of gas hot water, video, online sweepstakes entry.
Pop-up message to online bill with link to website.
Postcard reminder mid-program to all prospects.
Additional sweepstakes entry forms available through call center.
12 weekly drawings of winners with names posted on website.
Initial Customer Mailer - Outside
Initial Customer Mailer - Inside
Mailer – Sweepstakes Information
Results
1,014 sweepstakes entries
UGI reimbursed winner up to $7,500 for purchase and installation of a natural gas heating system to replace a non-gas system
Winner permitted to purchase any natural gas heating system from the contractor of their choice
Entry form could only be accessed online after completing the UGI Home Heating Calculator accessible from www.ugi.com/switch
2012 “The Switch is On” Sweepstakes
Designed to educate consumers on how much they’ll save with natural gas by driving them to website landing page to find out how much they can save and enter to win a free furnace.
Additional goals of generating more qualified leads early in the spring and collecting email addresses from consumers interested in switching.
Multi-channel advertising campaign including TV, social media, paid search and web.
Direct mail and email focused on moving the considering prospects to commit.
Marketing Tactics:
TV Programming focused on saving money by switching to Natural Gas and encouraged interested consumers to complete the calculator and enter to win a new Natural Gas home heating system.
Promotion: TV
Promotion: Newspaper - Reasons
Promotion: Social Media
Banner on UGI.com home page
Gasline article for April 2012, RG version only
Promotion: UGI.com & Electronic Newsletter (RGs)
Promotion: Direct Mail
From the landing page, consumers can click through to: 1. Complete the home heating savings calculator and enter the sweepstakes2. Send an email form to check on gas availability 3. Download a free Conversion Guide that explains the benefits and steps to
switch to Natural Gas
Call To Action: Campaign Landing Page
Step 1:When the consumer clicks the “Show Me How Much I Can Save” icon on the Landing Page, they are directed to this page.
We’ve added a message about the sweepstakes to this page.
Sweepstakes: Calculator Intro Page
Step 3: Complete online entry form and hit submit
Sweepstakes: Entry Form
Results
1,419 sweepstakes entries
Spring 2013 “Do It For The Money” Sweepstakes
April 22nd through June 30th 2013 Win a free home heating system Savings up to $1,500 by switching to
natural gas Enter by clicking on “availability” form
and fill out simple online form.
Marketing Tactics
TV Newspaper Facebook Twitter Online Display advertising on various
websites including local news, sports, weather, etc.
Promoted Through
Spring Conversion Campaign - Newspaper
Call To Action: Campaign Landing Page
All promotion drives consumers to the campaign landing page. Several URLs are used to track success of each channel.
Sweepstakes Results
993 sweepstakes entries
Prize Giveaway
Rules- Must answer correctly
- Must be present at time of drawing
And the winner is…..
For More Info: Contact:
Marla Altberg CEO
Ventura Associates Intl LLC
(212)-302-8277 ext. 3003
Bob Gallo
NJ Natural Gas
(732)-938-1143
Q&A
