The document summarizes the Drive $marter Challenge campaigns from 2008 and 2009, which aimed to promote fuel efficiency and savings among consumers. Key points: - The 2008 campaign had a large budget and partners and promoted specific fuel-saving tips through various media. It was very successful in raising awareness and getting people to change behaviors. - The 2009 campaign had a much smaller budget but was still successful through low-cost tactics like an online video contest that engaged partners and increased social media presence. It focused on radio promotion and continued outreach. - Both campaigns achieved significant media coverage and web traffic. Evaluation found many people were aware of and adopting the fuel-saving tips as gas prices rose.

1. Drive $marter Challenge 2009 Fuel Efficiency Consumer Campaign PRSA Association/Nonprofit Conference Making Less “More:” Creative Strategies for Working With Fewer Resources Rozanne Weissman, Marketing Communications Consultant & Business Writing Trainer Former Senior Director of Consumer Campaigns Alliance to Save Energy [email_address]

12. Evaluation – Final Campaign Results December 2008

16. Drive $marter Challenge 2009 Campaign Challenges

20. 2009 Campaign Brainstorming No-cost/low – cost ‘blue sky’ ideas – contest to build buzz

21. D$C 2009 Video Contest Worked with C3 to develop contest & microsite

25. 17 Partners Multiply Impact Energy Efficiency Day at the baseball game. Promoted D$C w/Alliance at new LEED-certified Washington, DC Nationals Park– tips on Jumbo-tron, 30,000 cobranded tip cards, booth, Energy Hog with Screech Challenged nation’s 3,066 counties to take Drive $marter Challenge , 60+ counties participated & publicized. Winners honored

27. Focus on Radio – National Negotiated great price for national RMT launch May 19 – Alliance & API on radio networks & syndicated shows- Fox, AP, CNN, Metro Networks, Bobby Likis’ Car Clinic Result: 6395 Stations, 8 million listeners Additionally, Bobby Likis featured video contest on radio show, Youtube feed with video, website, “Tweets”

31. Video Contest #2 Click Photo Questions & Discussion