John Heini
Chairman
Charles H. Percy
Co-Criatrman
Carta A. HiHs
Co-Cn*ir%*oman
Alliance to Save Energy
1925 K Street. N.W.
Suite 507
Washington. O.C. 20006
2027857-0666
Thomas P. O'Neril. Jr.
Honorary Chairman
John R. Block
Honorary Co-Cneirman
lor Agncultm
Board of Directors
I?
Gerald R. Ford
Honorary Chairman
Robert H Michel
Honorary Chairman
Thomas P Dickerson
Treasurer
Hubert H. Humphrey
founding Co-Cna*rman
Albert V.Casey
A.W. Clausen
Lloyd H. Cutler
John D. deButts
Carol Tucker Foreman
Harry J Gray
Robert K. Gray
Fred U Hartley
William A. Hewitt
John E. Jacob
William McCottam, Jr.
Richard L. McGraw
Cornell C. Maier
DavxJ O. Maxwel
Arthur C. Nietsen. Jr.
Vita R. Ottrander
David Packard
Daniel Parker
Peter G. Peterson
RussaM W. Peterson
GenePokomy
Kenneth Rush
Robert C Seaman*. Jr.
EMaJ. Stahr
Or. Robert a Stobaugti
Robert O. Stuart. Jr.
RuaaeM E. Train
GlennE. Watts
Elmer L Winter
Stanley York
Walter F Mondale
Honorary Chairman
Malcolm Baldrige
Honorary Co-Chairman
for Commerce
Caspar W. Weinberger
Honorary Co-Chairman
tor Defense
Samuel R. Pierce. Jr.
Honorary Co-Chairman
tor Housing A Urban Development
George P. Shultz
Honorary Co-Chairman
tor International Policy
David A. Stockman
Honorary Co-Chairman
tor Management A Budget
Alliance to Save Energy
National Advertising Council Campaign
to Promote Energy Efficiency
Campaign Background
Since 1978 the Alliance to Save Energy (ASE) has produced three energy
conservation public service announcements (PSAs). The PSAs have been
consumer oriented and have focused on (1) the causes of the energy crisis,
(2) the need to conserve energy, and (3) ways of saving money by saving
energy. The Alliance has paid for production costs of the television,
radio and print advertisements. The PSAs were produced with the cooperation of the Advertising Council; the creative assistance was donated by
J. Walter Thompson, Inc., and all the air time and print space was donated.
For a total ASE investment of approximately $300,000 covering the
three campaigns, the Alliance has received $115 million in donated air
time and print space. This translates into a 383:1 ratio of media support
to production dollar. Figures provided by the Advertising Council also
show that close to one million local radio plays of the Alliance PSA were
made between 1979 and 1981, and network radio plays are estimated at over
600 for the same period. Had the radio spots been billed at commercial
rates, the total cost to the Alliance would have been in the range of
$36 million. For comparative purposes, 30 second commercial radio broadcasts in a major market cost approximately $400 per airing.
Program Proposal
In anticipation of its fourth Ad Council campaign, the Alliance is
soliciting contributions totalling approximately $260,000 to cover the
production, printing and distribution of television, radio and print
advertisements. The advertisements will include:
o 60 second, 30 second and 10 second spots for television;
o
30 second and 10 second radio spots;
o
a variety of print advertisements;
These advertisements will be distributed nationwide to more than:
o
900 TV stations
o
7200 radio stations
o
900 consumer magazines
o
4300 business press
Because the ads are of the highest quality and distributed by The
Advertising Council, we have found stations and publications are eager
to use ASE's PSAs. We anticipate that phase IV of the Alliance PSA will
continue to receive excellent exposure.
As presently conceptualized, the television PSA message will present
a broad view of America's progress in energy conservation and stress the
need for consumers to continue this habit. The radio spots and print
advertisements will target more specific energy-saving techniques. All
PSAs will reference a pamphlet concerning energy conservation available
from the Alliance that will be developed as part of the campaign. The
Alliance will service specific requests made for the fulfillment brochure
as a result of the electronic and print ads.
Tentative Timetable
July-October 1983
All financing commitments secured.
TV and radio script preparation completed
November-December 1983
Electronic and print campaign produced
and distributed. Fulfillment brochure
written and printed.
A complete breakdown of the budget is in Attachment I, and a sample
of our last campaign is in Attachment II.
Major Supporters
All donors at $50,000 and above will be considered an Alliance Ad
Council Founder and acknowledged at the end of the television PSAs and
in the fulfillment brochure produced as part of the campaign and
distributed to consumers. Donors of $10,000 and above will be acknowledged
as an Alliance Ad Council Patron in the fulfillment brochure. Donors of
$5,000 and above will be acknowledged as an Alliance Ad Council Friend
in the fulfillment brochure.
^PRELIMINARY BUDGET
PUBLIC SERVICE ADVERTISING COUNCIL CAMPAIGN
i; Alliance Expenses Paid
Through the Advertising Council
Agency
Production
$ 70.000
$ 19,700
6.500
9,350
2.000
600
18.700
2.420
2,000
4.400
2.500
4.400
Magazine Network
1,000
660
Business Press
2,500
5.500
Television
Radio
Newspapers
Newspaper Kit
Newspaper Cooperation Plan
INAME (Ic tarnation Newspaper
Advertising and Marketing
Executives)
Company Publications
1,650
Public Service Bulletin
1.950
Pocus Group Testing
13,200
9.000
Travel and Miscellaneous
Subtotal
$100.300
9.5Z Indirect Costs (Ad Council)
Total
I.
Council Reproduction
and Distribution
Associated Alliance Expenses (Staf 1I and Publications)
TOTAL
* Revised July 1983
$ 77.730
$178.03C
16.912
194 .942
60, OCX
$254.94:
Commitments Made to the Alliance to Save
Energy for Production and Distribution of its
Fourth Public Service Ad Council Campaign
National Institute of Building Sciences
$100,000
Federal National Mortgage Association
50,000
Federal Home Loan Mortgage Corporation
50,000