Stratagem

Communications & PR - Energy Saving Trust (EST)

Patrick Thompson of EST, Ministers Arlene Foster and Margaret Ritchie, and Noel Williams of EST

Client Profile and Issue

The Energy Saving Trust (EST) is a non-profit organisation that provides free, impartial advice to help people save money and fight climate change by reducing carbon dioxide emissions from the home.

Each year the EST runs Energy Saving Week to raise awareness of the service it offers and to encourage people to think about the steps they can take to reduce their energy wastage. In 2008, the EST launched its advice centre during Energy Saving Week, so Stratagem worked with them to publicise both events.

Our Strategy

Stratagem engaged with each of the political parties in Northern Ireland and invited them to attend the launch of the EST advice centre in the Long Gallery at Stormont. At this event, we ensured that each of the MLAs who attended had the opportunity to have their photograph taken. We also drafted and issued press releases that were tailored for each constituency and local newspaper to publicise the launch.

In tandem with this, we worked with the EST to produce a tailored public relations package to maximise the publicity for Energy Saving Week over an extended period.

Outcome

Stratagem delivered all-party support for Energy Saving Week and the successful launch of the Energy Saving Trust advice centre in Parliament Buildings. The launch was attended by nearly one third of MLAs, which was unprecedented for such an event. Included in this were four party leaders, three Executive Ministers and all key party energy and environment spokespeople. Our ability to do this was based on our experience in dealing with politicians and our good relationships with the parties.

We also managed to generate over 100 pieces of print coverage for Energy Saving Week and the advice centre launch, including numerous high-profile articles in the daily newspapers. In addition, we secured broadcast media coverage.

"Stratagem ensures that the Energy Saving Trust is fully informed on political affairs whilst keeping its profile high with Northern Ireland domestic householders, stakeholders and public servants. Stratagem and the Energy Saving Trust have been working together for over seven years. They have been really supportive of our major projects such as our annual Energy Saving Week promotion and ensured the launch of our Energy Saving Trust Advice Centre received splendid political support." -Noel Williams, Head of the Energy Saving Trust, Northern Ireland