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Millions of United Kingdom (UK) households are faced with the problem of fuel poverty. The problems lead to many people having difficult choices about how and where to spend their limited income. In addition, many fear for their own health and that of their children because they leave in houses where heating is a major problem. The government’s action to save these people is one of the most essential processes of ensuring people get value of their lives (Boardman 2010). Home Heat Helpline (HHH) is a call company that enables energy users to communicate with fuel companies. In order to help HHH gain its popularity among the fuel poor people, the following campaign structure was designed. The ABC campaigners wishes to win a pitch to market HHH services to customers in United Kingdom who come from low-income households like North East and West Midlands.
The Energy Retail Association (ERA) funds the helpline to cater for the needs of the poor in the country. ERA was acting on behalf of six major household energy providers. These are PowerGen, Npower, EDF Energy, Scottish Power, British Gas, and Scottish and Southern Energy. The Warm Homes and Energy Conservative Act (WHECA) passed in 2000 ensures claims that every home must have access to affordable source of energy irrespective of income levels. Many low-income households face challenges in maintaining the high costs of heating their homes because of poor standards of energy efficiency forcing them not to heat their homes adequately. In addition, many low-income households have a lot of pressure in paying their energy bills (Markusson & Haszeldine 2010).
The UK has an estimate of 2.4 million people who have no access to enough energy to heat their houses due to poverty. Under heating contributes to poor health outcomes in terms of morbidity and mortality. By December 2012, an estimate of 24,000 deaths was recorderd in UK caused by limited or lack of enough heating (GOV.UK 2013). Moreover, the campaign on fuel poverty will contribute to achieving the climate change goals. Introduction of Home Heat helpline would play a major role in creating awareness to the public, especially low-income earners, about the help services they have the right to. The launch of the helpline attracted a lot of support from the government and other interested parties such as donors. In order to create more awareness to people about the new helpline service, an extensive campaign is needed that addresses all energy issues that every citizen has a right to understand.
Defining Objectives
The main objective of the campaign is to create awareness of Home Heat Helpline and its services among low-income households across UK who has problems settling their energy bills.
The specific objectives include:
- Encouraging low-income earners to utilize Home Heat Helpline services in order to benefit from grants and help available
- To develop strong and supportive relationships with grass-root organizations and stakeholders
- To come up with a targeted communications campaign that will provide value for money.
Strategies
For any society to survive in an effective manner, it needs two fundamental, natural resources. These resources are fresh water and energy. According to Black and Flared (2010), a normal human being may never survive if the body lacks water for a few days. The existence of energy in the universe takes many forms. This includes gasoline used to fuel a car, sunshine for growth of human and animal plants, and electricity that finds application as a source of power in most of the industries. As such, without energy, human beings would starve and consequently their bodies would stop functioning (Black, & Flared 2010).
Social media advertising forms the most advanced method of advertising and marketing because it covers a wide range of people irrespective of age, gender, and wealth status (Stelzner 2010). In order to achieve the above objectives, three major events will be conducted to create awareness of HHH services to people of low-income earners and fuel poor people in UK. Firstly, a road show conducted by BBC 2 radio station will take the campaigns to areas of Scotland and Midlands. The radio station will also be bringing advertisements after every program or news briefings. Secondly, BBC One channel will be airing our charity walks live aimed at educating people on the benefits of using HHH services to solve their energy problems. Charity walks will be taking place at London and nearby rural areas. Thirdly, football matches will planned where families and various groups will participate. The aim of the competition is to create awareness of the HHH services to the participants and their friends who cannot afford to heat their houses during cold seasons.
Road shows, football events and charity walks will be used to create awareness of homehelpline services to the targeted population. Road shows will occur in Scotland regions where BBC 2 radio will be the main event organizers. BBC One Channel will conduct the charity walks that will be aired live on the stations as campaigners insist on the use of HHH services to cope with energy problems. In addition, various advertisements will be made during program breaks.
Tactics
In order to ensure all the suggested strategies work effectively, the following tactics will be used. To start with, campaigners will have to have one of the social media network account and like the Home Heat Helpline pages. The following tactic will allow friends of friends have access to the program and like it. In addition, media advertisement will be required to appear at the middle of each news bulleting and during the breaks of important TV and radio programs. Secondly, the involved parties, that is, the ERA will be asked to support the campaign by making energy prices affordable to the low-income households in order to promote the program. Finally, a Helpline website will be opened to cater for people who use internet. The website will offer areas for suggestions, comments posting, and recommendations to the ERA.
The public
The audience
The public intended for this campaign are low-income households across United Kingdom area. These areas are North East UK and West Midland. Four major diverse groups will form the focus on the campaign. These are;
- Young families: This audience has lacked the spotlight. The high rate of unemployment in UK has forced many young families to leave under the poverty line.
- Elderly people: The following audience perceives the greatest focus because older people are more vulnerable to health issues. Most campaigns will target this group and more time will be spent educating and training them on how to make use of the helpline services.
- Disabled: The Priority Service Register offered by the Home Heat Helpline will be of significant use to this group.
- Ethnic minorities, especially blacks: The following group has faced a lot of discrimination forcing them to lack major government benefits (Modood et al 1997). The campaigns will focus on this group and convince them that the services were created for their own benefits.
Target market
The following program targets people from the following categories:
- Low-income households in East, East Midlands, London and South East
- Elderly people whose income cannot support house heating Scotland and London
- Families with young children in West Midlands
- People with long-term health conditions especially in East Midlands, London and South East
- People with disabilities
Media selection
The most common types of media that will be used for advertisement are local newspapers, TVs, press interviews and radios. UNISON public service will be used to create awareness to the local authorities, schools, universities, and communities of the new hotline services aimed at reducing fuel poverty. a promotion campaign must meet its objectives (Center for Scottish Public Policy 2000). The main aim of media advertisements is the creation of awareness to the targeted groups. The campaign team will keep updating the media on any changes on either contact numbers, new offices, or change in management.
The budget
The budget for the campaign is £250,000
| No. | Description/activity | Amount (£) |
| 1 | Advertisements | 100,000 |
| 2 | Campaigns and awareness creation | 80,000 |
| 3 | Implementation | 70,000 |
| Total | 250,000 | |
Gantt cycle
Implementation and control
Implementation
The implementation process will take place within the first 5 months. The campaign program will ensure HHH services are promoted across UK in the following ways. Firstly, all campaign stakeholders will ensure users never identify themselves as poor, nut as people suffering from fuel poverty. Secondly, the service will eliminate all issues associated with paying gas and electricity bills. The helpline will help customers who receive high power bills and review their accounts in order to give them the necessary advice. Moreover, the collaboration between energy suppliers (ERA) will ensure effective implementation events organized. Customers will get full awareness of House Heat Helpline services like; helping them fall on the best payment option, check any welfare benefit available. In addition, clients will get a chance to check availability of grants aimed at improving insulation and energy efficiency in their homes.
Control
ERA will offer the Helpline services to ensure clients deal with the involved parties. Any technical problem arising from either poor communication or lack of response will be dealt with effectively and responsible partied taken into account.
Measurement of success
After the campaigns, the team will be able to evaluate the success of the pitch program using the following means. Looking at the HHH statistics to determine whether they receive more calls than before. Secondly, a survey will be taken in collaboration with ERA to determine energy usage changes in low-income households 2 years after the campaign.
References
BLACK, B, & FLAREND, R. (2010). Alternative Energy. United States Of America:
Greenwood Press.
BOARDMAN, B. (2010). Fixing fuel poverty: challenges and solutions. London: Earthscan.
CAMPAIGN TAKES HEAT OUT OF FUEL POVERTY; Hundreds Stay Warm Thanks to
Helpline’s Advice. (2012, July 11). Coventry Evening Telegraph, p. 33.
MARKUSSON, N., & HASZELDINE, S. (2010). ‘”Capture Ready’ Regulation Of Fossil Fuel
Power Plants – Betting The UK’s Carbon Emissions On Promises Of Future Technology”, Energy Policy, 38(11), 6695-6702.
MODOOD, T., BERTHOUD, R., LAKEY, L., NAZROO, J., SMITH, P., VIRDEE, S. AND
BEISHON, S. (1997) Ethnic Minorities in Britain. Diversity and Disadvantage.
CENTER FOR SCOTTISH PUBLIC POLICY. (2000). Keeping Scotland warm: a domestic
energy efficiency policy. Edinburgh.
GOV.UK. (2013). Fuel poverty sub-regional statistics. Retrieved from:
https://www.gov.uk/government/collections/fuel-poverty-sub-regional-statistics
STELZNER, M. (2010). Social media marketing industry report: how marketers are using social
media to grow their business. Retrieved from:
http://www.Whitepapersource.com
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