Consumer Awareness Campaign
Following two successful campaigns, ESA has worked to realign the direction and approach of the licensing Consumer Awareness Campaign. This action is intended to maintain our impact on the public’s attention to retaining Licensed Electrical Contractors to conduct electrical work in their homes and businesses. On September 8, 2009 we launched an aggressive fall campaign that will include radio ads, public service announcements, CP24 TV ad units, and a public relations initiative to ensure high campaign visibility among the general public and contractor audiences. Our messaging has been updated to reinforce the link between using Licensed Electrical Contractors and encourage the general public to “Plug in Safely”. This messaging draws an association between Licensed Electrical Contractors and getting the job done right, safely, the first time while emphasizing that electrical work can be complicated. Listen for the ads and public service announcements on a number of radio stations across Ontario, and watch for the ad units on CP24. As we move forward with this campaign, our public relations initiative will provide opportunities for ECRA/ESA to reinforce our messaging through a series of media interviews and stories in community and daily newspapers as well as radio and television interviews.
Radio Ads Schedule (September/October)
CP24 Ad Unit
PSA: Big Mistake
PSA: Think Twice
Consumer Awareness Campaign Phases
The first phase of the Consumer Awareness Campaign was geared towards informing Ontarians of the requirement to hold an ECRA/ESA provincial licence to offer electrical services. It was launched the week of October 15, 2007 following the introduction of province-wide electrical contractor licensing on January 1, 2007. The campaign was focused on creating awareness and action amongst the public, contractors and stakeholders to support the Electrical Contractor Licensing initiative. The Electrical Contractor Registration Agency symbol and the “Plug in Safely and Hire a Licensed Electrical Contractor” tag line were introduced as the main reference points of the campaign.
Throughout Ontario, the logo began to surface on electrical contractor’s vehicles and was widely promoted by electrical contractors. This simple feature prompted the general public to take notice and inquire about hiring a licensed electrical contractor for their wiring needs. The campaign continued on to aggressively target community newspapers and key radio stations across Ontario to provide a maximum media reach. In addition, the website: www.pluginsafely.ca was created to provide consumers with quick links to information that they indicated is key to supporting safe electrical decisions involving hiring a Licensed Electrical Contractor. This awareness lead to a major shift in not only the electrical industry but in changing consumer behavior when it came to outsourcing electrical work.
The second phase of the Consumer Awareness Campaign was launched in April 2008 which was comprised of several mat stories which surfaced in several newspapers all over Ontario. In addition, this campaign was accompanied by more radio and television interviews. The campaign was focused on creating awareness and action among the public, contractors and stakeholders to “Plug in Safely and Hire a Licensed Electrical Contractor”. A radio campaign was launched in March 2009, bringing the second phase to a close.
2nd Consumer Awareness Campaign Summary
We continue to encourage the general public to consult our website when looking to hire an Electrical Contractor; by consulting www.pluginsafely.ca.
Below you will see a comprehensive list of where we have communicated our message and what media has been used to reach Ontarians of the importance of hiring a licensed Electrical Contractor.
ESA- ECRA Consumer Awareness Presentation - Sept 24
Listing of Radio and Television Interviews
Listing of March & April 2009 Radio Ads
PSA "Public Service Announcement"
Radio Ad
Mat Story
Be in the know about why a fuse might blow
New stats reveal DIYers prone to faulty electrical work
Wary consumer gets peace of mind from Licensed Electrical Contractor
Print Media
National Post – October 27, 2007
Kingsville Reporter – October 30, 2007
Lakeshore Advance – October 31, 2007
The Listowel Banner – October 31, 2007
Independent Plus – November 2, 2007
Northern Sun News – November 7, 2007
Wiarton Echo – November 7, 2007
Mississauga News – November 14, 2007
Stratford City Gazette – November 16, 2007
Globe & Mail – November 30, 2007
Seaway News – November 30, 2007
The Record – December 8, 2007
Tilbury Times – December 19, 2007
Globe & Mail – December 21, 2007
Globe & Mail Website – December 21, 2007
The Star Website – December 22, 2007
Home Décor – January 2008
Pembroke News – January 1, 2008
Please also check out an article that was printed in Durham Region News by clicking here. This article reinforces how important it is to Plug In Safely and hire a licensed Electrical Contractor.
