Energy-efficient buildings or passive in the coming years should become a standard in Poland and Europe. Energy-efficient buildings are generally more expensive than traditional, so there are some psychological
barriers before making a decision on their implementation. Despite a significant increase in awareness of investors in this area it is essential to disseminate knowledge about the need and benefits coming from the use of such solutions. Changing standards for buildings results from changes in building regulations, the use of various forms of financial support and educational activities

Sowier-Kasprzyk, I.

Ujma, A.

SocioEconomic Challenges Journal (Sumy State University)

Міністерство освіти і науки України 
Сумський державний університет 
Кафедра маркетингу та УІД 
Сумський регіональний центр 
інтелектуального розвитку 
Українська асоціація маркетингу 
Всеукраїнська спілка вчених-економістів 
 
 
 
 
 
Збірник тез доповідей 
X Міжнародної 
науково-практичної конференції 
 
«МАРКЕТИНГ ІННОВАЦІЙ 
І ІННОВАЦІЇ У МАРКЕТИНГУ» 
 
29 вересня – 1 жовтня 2016 року 
 
 
 
 
 
 
 
 
 
 
 
 
Суми 2016 
According to Figure 1, Brand Identity Model consists of a core 
identity and an extended identity, which ensure the competitiveness of the 
brand over the long term. 
Based on findings in this research, the role and value of brand 
management for the enterprise are identified, as well as Unified Brand 
Identity Model is developed in the work. 
 
1. Overview of Branding. Brand Management Tutorial. Available at: 
http://www.tutorialspoint.com/brand_management/brand_management_tutorial.pdf. 
2. Sabri E. (2013). Strategic brand management based on sustainable-orientedview: 
an evaluation in Turkish home appliance industry, Procedia - Social and Behavioral Sciences, 
рр. 122 – 132. 
3. Keller K. (2011). Brands that transcend. How to navigate the future of brand 
management. Marketing Management, pp. 36 43. 
4. Kapferer J. (2008). New strategic brand management: creating and sustaining 
brand equity long term, 4th ed. Available at: http://www.sabairib.com/dl/files/Strategic_Brand 
_Management.pdf. 
5. Oxford Reference. Overview. Brand identity model. Available at: 
http://www.oxfordreference.com/view/10.1093/oi/authority.20110803095524498. 
 
 
Sowier-Kasprzyk Izabella, Ujma Adam 
Czestochowa University of Technology 
 
SOCIAL MARKETING IN PROMOTION OF ENERGY-EFFICIENT 
BUILDING 
 
Energy-efficient buildings or passive in the coming years should 
become a standard in Poland and Europe. Energy-efficient buildings are 
generally more expensive than traditional, so there are some psychological 
barriers before making a decision on their implementation. Despite a significant 
increase in awareness of investors in this area it is essential to disseminate 
knowledge about the need and benefits coming from the use of such solutions. 
Changing standards for buildings results from changes in building regulations, 
the use of various forms of financial support and educational activities.  
Different types of promotional and educational activities increase the 
public awareness about the positive effects of the construction of buildings with 
high energy efficiency. Nowadays in Poland there is a growing interest in 
certificates confirming that the building is energy efficient and uses a minimal 
amount of media other than traditional buildings. On the Polish market there are 
mainly used two systems of multi-criteria environmental certification: the 
British BREEAM and LEED American. So far, about 200 certified facilities. 
In the following article the social marketing in the form of promoting 
energy-efficient building has been presented. Many popular social-oriented 
20 
strategy, although widely spread, has not received not only a single 
definition, but often the idea of them. These include the increasingly 
popular tool of influence on public consciousness in the form of social 
marketing. It seems that using tools of social marketing creates positive 
reactions in the society towards energy-efficient building. 
Social marketing involves the use of methods of commercial 
marketing for the analysis, planning, implementation and evaluation of 
programmes that affect intentional behavior of selected groups of 
consumers, in order to enhance human wellbeing and the state of society. 
Social marketing uses planning process and applies the principles and 
methods of traditional marketing focuses on behavior change, and designed 
to benefit society. The concept of «social marketing» includes public 
service announcements, and other advertising modalities. Mission of social 
advertising is to convince or discourage the audience to a particular idea or 
behavior. Other activities aimed at facilitating the implementation of new 
approaches and behavior of the message recipient. Public campaign is 
scheduled during the work using the tools of marketing, in particular 
advertising and Public relations affecting the changing attitudes and way of 
thinking. This, in turn, leads to the solution of social problems that block the 
achievement of the common good, defined as marketing goals. 
Promotion of energy-efficient construction is to disseminate and 
popularize the idea of saving energy and the ratio is the impact on local and 
global scale and also to show benefits not only connected with energy but 
also economical, environmental and social. One of the promotional 
campaigns conducted in 2014 in Poland was a campaign under the title 
«The house, which saves me», whose aim was to promote the construction 
of passive, energy-saving and renewable energy sources. This campaign 
was based on the creative idea of showing that a passive or energy-saving 
and using renewable energy sources building can reduce expenses of the 
owner, who can allocate funds for a variety of different consumer goods. It 
was assumed that this way of promotion will convince many investors to 
build their own home with the possibility of taking out a loan and its 
repayment of savings due to minimized maintenance fees.  
The proposed action including a wide range of tools which impact on 
the recipients belong to the activity in the context of social marketing. 
A key element of the campaign was www.oszczedzam-energie.pl the 
page containing base of articles, guides and infographics. To get acquainted 
the audience with the campaign it has been conducted in the Internet and the 
press and based on 2 KV campaign and 2 spots. The application AR 
(Augmented Reality) has also been founded the on mobile devices, where 
the user can go through virtual design process and construction of the 
21 
energy efficient or passive building to find out what is important when 
choosing a technology of construction and installation, as well as find out 
how much a year he or she can save on energy heating and ventilation. The 
campaign is supported by PR activities (including training for journalists 
and bloggers). The ambient action has also been carried out – coffee 
sampling taken from the special food truck. On the website there has also 
been placed a special calculator which allowed to estimate the savings 
gained by energy-saving or passive building. 
The following communication tools in the Internet have been used: 
web page, application for mobile devices (iOS, Android), AdWords, 
banners (GDN, affiliate networks, horizontal portals), video insert, mobile 
(campaign in mobile applications + advertising in the electronic editions of 
the weeklies and magazines, ePR (sponsored articles, media patronage). 
In the press (PRINT + sponsored articles), the most opinion-forming 
(full page), the most influential magazines (full page), construction and 
interior design magazines, Inserts in Architecture Murator: a cardboard 
house dedicated as a piggy bank functions. 
The PR activities which have been used: media relations, press 
releases, workshops for journalists and bloggers. 
The campaign «A house that saves for me» received the Grand Prize 
in the Social Campaign of the Year 2014 in the «Campaign of ecological» 
category. In support of the jury selection the unconventional approach to 
motivate the environmental activities, witty symbolism of transfer and 
adjusting forms of communication to the public have been appreciated.  
The project «the House that saves me» won the main prize at the 
Competition of the Public campaign of the year 2014 in the category 
«Campaign for environmental issues». The main arguments underlying 
justification of the verdict of the jury was: interesting, unusual approach in 
creating positive motivation for environmental activities, witty symbolism and 
the choice of forms of communication and information transfer social circles. 
Process of introduction of energy-saving and passive construction is 
very complicated. The fact that the change in energy consumption in the 
building had grown very slow show statistics. The poll also shows relatively 
low level of knowledge in the field of energy efficiency in construction. Enough 
the creation of appropriate building regulations. It is necessary to conduct 
multilateral educational action to prepare for the realization of the different 
groups of the investment process for the construction and further operation of 
the standard buildings. An example of using social marketing for promotion of 
this idea is very interesting and should be developed similar type of projects. 
  
22 


Social marketing in promotion of energy-efficient building

Electronic Sumy State University Institutional Repository

Міністерство освіти і науки України Сумський державний університет Кафедра маркетингу та УІД Сумський регіональний центр інтелектуального розвитку Українська асоціація маркетингу Всеукраїнська спілка вчених-економістів      Збірник тез доповідей X Міжнародної науково-практичної конференції  «МАРКЕТИНГ ІННОВАЦІЙ І ІННОВАЦІЇ У МАРКЕТИНГУ»  29 вересня – 1 жовтня 2016 року             Суми 2016 According to Figure 1, Brand Identity Model consists of a core identity and an extended identity, which ensure the competitiveness of the brand over the long term. Based on findings in this research, the role and value of brand management for the enterprise are identified, as well as Unified Brand Identity Model is developed in the work.  1. Overview of Branding. Brand Management Tutorial. Available at: http://www.tutorialspoint.com/brand_management/brand_management_tutorial.pdf. 2. Sabri E. (2013). Strategic brand management based on sustainable-orientedview: an evaluation in Turkish home appliance industry, Procedia - Social and Behavioral Sciences, рр. 122 – 132. 3. Keller K. (2011). Brands that transcend. How to navigate the future of brand management. Marketing Management, pp. 36 43. 4. Kapferer J. (2008). New strategic brand management: creating and sustaining brand equity long term, 4th ed. Available at: http://www.sabairib.com/dl/files/Strategic_Brand _Management.pdf. 5. Oxford Reference. Overview. Brand identity model. Available at: http://www.oxfordreference.com/view/10.1093/oi/authority.20110803095524498.   Sowier-Kasprzyk Izabella, Ujma Adam Czestochowa University of Technology  SOCIAL MARKETING IN PROMOTION OF ENERGY-EFFICIENT BUILDING  Energy-efficient buildings or passive in the coming years should become a standard in Poland and Europe. Energy-efficient buildings are generally more expensive than traditional, so there are some psychological barriers before making a decision on their implementation. Despite a significant increase in awareness of investors in this area it is essential to disseminate knowledge about the need and benefits coming from the use of such solutions. Changing standards for buildings results from changes in building regulations, the use of various forms of financial support and educational activities.  Different types of promotional and educational activities increase the public awareness about the positive effects of the construction of buildings with high energy efficiency. Nowadays in Poland there is a growing interest in certificates confirming that the building is energy efficient and uses a minimal amount of media other than traditional buildings. On the Polish market there are mainly used two systems of multi-criteria environmental certification: the British BREEAM and LEED American. So far, about 200 certified facilities. In the following article the social marketing in the form of promoting energy-efficient building has been presented. Many popular social-oriented 20 strategy, although widely spread, has not received not only a single definition, but often the idea of them. These include the increasingly popular tool of influence on public consciousness in the form of social marketing. It seems that using tools of social marketing creates positive reactions in the society towards energy-efficient building. Social marketing involves the use of methods of commercial marketing for the analysis, planning, implementation and evaluation of programmes that affect intentional behavior of selected groups of consumers, in order to enhance human wellbeing and the state of society. Social marketing uses planning process and applies the principles and methods of traditional marketing focuses on behavior change, and designed to benefit society. The concept of «social marketing» includes public service announcements, and other advertising modalities. Mission of social advertising is to convince or discourage the audience to a particular idea or behavior. Other activities aimed at facilitating the implementation of new approaches and behavior of the message recipient. Public campaign is scheduled during the work using the tools of marketing, in particular advertising and Public relations affecting the changing attitudes and way of thinking. This, in turn, leads to the solution of social problems that block the achievement of the common good, defined as marketing goals. Promotion of energy-efficient construction is to disseminate and popularize the idea of saving energy and the ratio is the impact on local and global scale and also to show benefits not only connected with energy but also economical, environmental and social. One of the promotional campaigns conducted in 2014 in Poland was a campaign under the title «The house, which saves me», whose aim was to promote the construction of passive, energy-saving and renewable energy sources. This campaign was based on the creative idea of showing that a passive or energy-saving and using renewable energy sources building can reduce expenses of the owner, who can allocate funds for a variety of different consumer goods. It was assumed that this way of promotion will convince many investors to build their own home with the possibility of taking out a loan and its repayment of savings due to minimized maintenance fees.  The proposed action including a wide range of tools which impact on the recipients belong to the activity in the context of social marketing. A key element of the campaign was www.oszczedzam-energie.pl the page containing base of articles, guides and infographics. To get acquainted the audience with the campaign it has been conducted in the Internet and the press and based on 2 KV campaign and 2 spots. The application AR (Augmented Reality) has also been founded the on mobile devices, where the user can go through virtual design process and construction of the 21 energy efficient or passive building to find out what is important when choosing a technology of construction and installation, as well as find out how much a year he or she can save on energy heating and ventilation. The campaign is supported by PR activities (including training for journalists and bloggers). The ambient action has also been carried out – coffee sampling taken from the special food truck. On the website there has also been placed a special calculator which allowed to estimate the savings gained by energy-saving or passive building. The following communication tools in the Internet have been used: web page, application for mobile devices (iOS, Android), AdWords, banners (GDN, affiliate networks, horizontal portals), video insert, mobile (campaign in mobile applications + advertising in the electronic editions of the weeklies and magazines, ePR (sponsored articles, media patronage). In the press (PRINT + sponsored articles), the most opinion-forming (full page), the most influential magazines (full page), construction and interior design magazines, Inserts in Architecture Murator: a cardboard house dedicated as a piggy bank functions. The PR activities which have been used: media relations, press releases, workshops for journalists and bloggers. The campaign «A house that saves for me» received the Grand Prize in the Social Campaign of the Year 2014 in the «Campaign of ecological» category. In support of the jury selection the unconventional approach to motivate the environmental activities, witty symbolism of transfer and adjusting forms of communication to the public have been appreciated.  The project «the House that saves me» won the main prize at the Competition of the Public campaign of the year 2014 in the category «Campaign for environmental issues». The main arguments underlying justification of the verdict of the jury was: interesting, unusual approach in creating positive motivation for environmental activities, witty symbolism and the choice of forms of communication and information transfer social circles. Process of introduction of energy-saving and passive construction is very complicated. The fact that the change in energy consumption in the building had grown very slow show statistics. The poll also shows relatively low level of knowledge in the field of energy efficiency in construction. Enough the creation of appropriate building regulations. It is necessary to conduct multilateral educational action to prepare for the realization of the different groups of the investment process for the construction and further operation of the standard buildings. An example of using social marketing for promotion of this idea is very interesting and should be developed similar type of projects.   22 

https://essuir.sumdu.edu.ua/bitstream/123456789/47011/1/Sowier-Kasprzyk_social_marketing.pdf

Social marketing in promotion of energy-efficient building

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SocioEconomic Challenges Journal (Sumy State University)

Electronic Sumy State University Institutional Repository