Post on 18-Dec-2015
SenterNovem marketing activities towards municipalities
Maartje Op de CoulAdvisor Compass Programme (energy in the built environment)
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SenterNovem marketing strategies&instruments
Topics of the presentation:
Marketing strategies & instruments used by
SenterNovem and lessons learnt Demonstration of a marketing isntrument: the
instrument planner Participatory session: stakeholder analysis RUSE
partners
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SenterNovem marketing strategies&instruments
Overview
Role of SenterNovem re energy policy and projects of
municipalities:
Preparation and implementation of subsidy schemes for
Min of Housing Informing, stimulating and supporting municipalities to
apply Informing and stimulating municipalities to apply to other
subsidies available to them as well, for example in the field
of transport, renewable energy and European subsidies.
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SenterNovem marketing strategies&instruments
Overview
Key subsidy schemes past 10 years:
LOREEN From 1998 onwards Project based subsidies for local and regional energy projects
BANS From 2003 onwards 4 yr subsidy for local climate policy € 37 million from Min of Housing for 225 municipalities 50% co-financing by municpalities
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SenterNovem marketing strategies&instruments
LOREEN – aim & problems
Aim LOREEN for (Senter)Novem: all subsidies
available exhausted Problem: marketing
Novem wasn’t known as a grant providing agency Formal publication in government paper didn’t attract
many grant applications
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SenterNovem marketing strategies&instruments
LOREEN – marketing aims
Marketing aims:
Inform the market on availability of subsidy
QUICKLY Ensure that municipalities feel attracted to
subisidy (SN reputation of complex, innovative
grants) Communicate simplicity of LOREEN subsidy
scheme
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SenterNovem marketing strategies&instruments
LOREEN – marketing instruments
Marketing instruments:
Stakeholder analysis (inlcuding obstacles and
expectations) “shock and awe” campaign (quick and dirty) Supported by robust helpdesk for the application
process
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SenterNovem marketing strategies&instruments
LOREEN - results
Results:
Grant exhausted Enough applications to be able to select only the
good projects Reputation as a subsidy provider established
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SenterNovem marketing strategies&instruments
LOREEN – lessons learnt
Lessons learnt:
Stakeholder analysis important Make sure municpalities feel adressed by
subsidy Communicate simplicity of subsidy
Separate marketing of subsidy from assessment
of subsidy applications ;-)
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SenterNovem marketing strategies&instruments
BANS - aims
Aim BANS for SenterNovem: as many applications as possible, before the
deadline Target: 220 applications
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SenterNovem marketing strategies&instruments
BANS – marketing strategy
Marketing strategy:
Building on previously established good relations with
municipalities Using proximity of designers of subsidy scheme Providing the municipality with instruments that structure
and simplify the application process Close and individual support in the application process
(everything short of writing) Lobby
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SenterNovem marketing strategies&instruments
BANS – marketing instruments
Marketing instruments:
1-on-1 support (obligatory)
In all stages: getting commitment, baseline study,
application writing Average of 40 hrs support for each municipality Workshops within mun. Lobby within political bodies of mun. if needed Prospect of continuity of SN support in implementation
phase
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SenterNovem marketing strategies&instruments
BANS – marketing instruments
Marketing instruments:
Practical planning instruments:
Climate menu - choice of themes and corresponding
ambition Climate scan - obligatory baseline study implemented
by SN Climate planner – support to move towards actual
project planning
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SenterNovem marketing strategies&instruments
BANS – results
Results
238 applications submitted and approved Average appreciation of SN support: 7,5 Mun. state that without SN support the
application process would have been more
difficult and in some cases application would
have been suspended
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SenterNovem marketing strategies&instruments
BANS – lessons learnt
Lessons learnt – what works:
Chances of success increase with the intensity of support A good project proposal enhances good project
implementation Close contact with department that designs the subsidy
scheme Already existing contacts with mun. important Obligatory character of climate scan and SN support High quality of climate policy planning instruments
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SenterNovem marketing strategies&instruments
BANS – lessons learnt
Lessons learnt – question marks:
“Return of investment”: sometimes a lot of
investment in terms of supporting hours
balanced by a small amount of subsidy “Ownership”: despite intensive support by SN,
climate policy must be owned by mun. Exclusively quantative targets don’t work
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SenterNovem marketing strategies&instruments
Instrument Planner
Another marketing instrument: Instrument Planner
Brief background information Demonstration of the instrument for RUSE Brief analysis of result
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SenterNovem marketing strategies&instruments
Instrument Planner: The framework of Green and Kreuter
Policy goal:
energy conserva-tion
Phase 1 diagnosing the relevant behav change
Behaviou-ral change
Environ-
ment
Phase 2: assessment of determinants
Predisposing
factors
Enabling factors
Reinforcingfactors
Phase3:
choosing theinstruments
1. Judicial
2. Economical
3.Communative
4. Physical
provisions
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SenterNovem marketing strategies&instruments
Instrument Planner: Table of Determinants
Main determinants specific determinant Score housing associations
Predisposing factors
Awareness 1
Knowledge 1
Social norm 2
Attitude 3
Self-Efficacy 2
Enabling factors External financial resources 1
External technical resources 2
External organizational resources 1
New skills 1
Reinforcing factors Feedback of peer organizations 3
Feedback of experts 1
Feedback of the authorities 3
Feedback of Customers 1
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SenterNovem marketing strategies&instruments
Instrument Planner: Instruments Matrix
Determinants predisposing factors enabling factors reinforcing
factors
Policy instruments: Aw
are
ne
ss
Know
led
ge
Socia
l n
orm
s
Attitu
de
Self-e
ffic
acy
Exte
rna
l fina
ncia
l
reso
urc
es
Exte
rna
l te
ch
nic
al
reso
urc
es
Exte
rna
l o
rgan
izatio
na
l
reso
urc
es
N
ew
skills
Fe
ed
ba
ck o
f p
eer
org
an
iza
tions
Fe
ed
ba
ck o
f e
xp
ert
s
Fe
ed
ba
ck o
f a
uth
ori
tie
s
Fe
ed
ba
ck o
f cu
sto
me
rs
1.1 General Laws and Rules 1.2 Specific permits 1.3 Enforcement 1.4 Covenants and agreements 2.1 Subsidy 2.2 Levy 2.3 Tax differentiation 2.4 Financial constructions 2.5 Emission trading 3.1 Knowledge transfer 3.2 Modeling 3.3 Stimulating communication 3.4 Training 3.5 Coaching 3.6 Personal advice 3.7 Lables 3.8 Demonstration 3.9 Benchmarks 4.1 Infrastructural provisions 4.2 Technical behavioral steering