Leonardo ENERGY’s Impact

Another approach for impact is to measure tonnage per person reached. Historically, we’ve not done this as it produced very high dollar/tonne campaigns, and hence needs very high replication factors for such programme to work.

However, with the recent advances in web-based communication, the subsequent factor X cost reduction in delivering messages, our mastering of these technologies and the traceability it offers, it may be time to rethink.

Hereby a message from Jonathan which I’d like to log here. It summarises our current knowledge on the subject.

The two sources for these figures are:

1. the Business Model project that became the PQ Impact Study report
2. the final presentation to the Spanish CEDIC Board and an ECI Workshop at which we presented the Cu T outcomes of the Pirelli partnered electrical safety seminar series.

1) PQ Impact

Attendees UK & Spain up to Q1 2002 – 3,500

Calculated extended exposure to the campaign by attendees spreading the word internally – an additional 3,500

Of the 161 interviewees, 82 were exposed to the seminar campaign.

Of these 55 [67%] took some action as a result of attending it.

The Cu T was generated by them was recorded as Cu T 1,459

• Calculation #1
  Cu T per active respondent – 1,459 / 55 = Cu T 26
  Cu T per attendee – 1,459/ 3,500 = Cu T 0.42
• Calculation # 2
  Extrapolating the sample Cu T to the total attendees
  67% of the 3,500 = 2,345 active attendees generating an average of Cu T 26 each = Cu T 60,970.

Questions – that seems very high but is mathematically logical.

2) Electrical safety seminars

Pirelli cables

By the end of 2001, 14 seminars had been carried out among 2,500 attendees.

Measurement took place 2000 and 2001 & Pirelli calculated that Cu T generated by their new sales of [primarily Afumex] cable amounted to Cu T 457

That gives Cu T 0.18 per seminar attendee.

FENIE

Similar to the extended coverage mentioned above, FENIE used the CEDIC material to launch their own electrical safety campaign and the member activity responding to that marketing initiative we measured to have generated Cu T 3,052 by the end of 2001.

For the 5,500 FENIE members at that time involved in residential work, that equates to Cu T 0.55 per “unit of extended coverage”.