Geothermal Energy Association Strategic Marketing Plan

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Marketing Plan presented to the Geothermal Energy Association on January 24, 2010 with strategic, specific ideas for broadening the appeal of geothermal energy production.

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Geothermal Energy Association Strategic Marketing Plan

  1. 1. Originally presented to:The Geothermal Energy Association, Wash., D.C.Strategic Marketing Plan for the Geothermal IndustryPart 1: Creative Exploration, Wall St. focus<br />January 24, 2010<br />v1.0 Early Observations<br />
  2. 2. How I can help the GEA<br />Help build a strategic marketing plan, using marketing techniques for enterprise-scale technology<br />Develop an Industry Creative Brief to guide agencies working on campaign components<br />As I develop campaigns for Geothermal companies, seek to integrate them with GEA visibility programs<br />Assist with GEA projects where my talent can make an impact<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  3. 3. My Background<br />Twenty years of advertising and creative management experience marketing technology companies<br />Talented creative director with practical experience building multimedia campaigns and organizing agencies<br />Accomplished brand identity designer and technical illustrator, with the ability to write compelling copy<br />Three year self-education and research into geothermal and related industries<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  4. 4. Building An Effective Marketing Campaign<br />Identify key Geothermal industry challenges<br />Identify interest intersections<br />Develop common themes to reach target audiences<br />Brainstorm executions and verify effectiveness<br />Extend visibility through partner efforts<br />Coordinate creative briefs to realize synergies among agencies<br />Execute creative development and share assets<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  5. 5. Geothermal Industry Challenges<br />Bring in Wall Street investment to scale geothermal energy production quickly<br />Bring in VC investment to foster company creation in the sector and drive innovation<br />Maintain tax credits and incentives for Geothermal development <br />Create demand for Geothermal solutions among wider population<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  6. 6. Wall Street Challenges<br />The Geothermal market is small and fragmented<br />Must demonstrate reliable scalability<br />Too hard to understand for a small market<br />Relies on government subsidies subject to change<br />Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants<br />Difficult to weigh risks, given novel business models<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  7. 7. Venture Capital Challenges<br />The challenges are similar<br />Must demonstrate reliable scalability<br />Relies on government subsidies subject to change<br />Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants<br />Some challenges for Wall Street become attractive investments for VCs:<br />Difficult to weigh risks, given novel business models<br />The Geothermal market is small and fragmented<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  8. 8. Government Challenges<br />Investment challenges are reframed within government, but are quite similar:<br />Support and subsidies for unsustainable business models is fading<br />Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants <br />Long lead time for major projects provides little short-term stimulus for the economy<br />Must demonstrate how Geothermal development can help revitalize America’s economy with safe, reliable energy<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  9. 9. General Public Challenges<br />With little industry visibility, Geothermal’s appeal as a sustainable asset is not understood:<br />Is it safe? Is it ugly? Is it sustainable?<br />How is it different than other green energy sources?<br />Rocks are boring, why should we care about Geothermal?<br />I live in the Midwest—what’s in it for me?<br />Where are the JOBS?<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  10. 10. Where Interests Intersect—Dialog Begins<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  11. 11. We Discover Common Concerns<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  12. 12. Which Can Become Communication Themes<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  13. 13. Profitable Business Themes<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />Continuous, sustainable energy<br />Competitive with new fossil-based plants without the need for fuel<br />Scalable energy technology throughout the west with nationwide applications today in co-generation<br />Proven technology, with room for innovation in the secondary heat market for agriculture, industrial processing, and other direct heat uses<br />Jobs that won’t go away in the heartland of America<br />
  14. 14. Sustainable Economy Themes<br />Competitive, continuous, sustainable energy for a stable America<br />A renewable domestic resources that can compete on its own with fossil-based energy sources<br />Incentives, not subsides will drive rapid expansion<br />Room for innovation and sustainable economic growth<br />Geothermal: Earth’s Power Plant<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  15. 15. Rural Development Themes<br />Heat, farmed from the earth, brings energy-intensive jobs to America’s heartland<br />Not just electricity, but the heat to drive agriculture and industrial development in Western rural areas<br />An energy source so benign, you can swim in it<br />The centerpiece of rural development—sustainable energy farmed from the earth<br />Fuel-less sustainable energy, competitive with coal*<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />*Needs to be verified/qualified<br />
  16. 16. Common Themes—The Intersection of Interests<br />Continuous, sustainable energy—competitive with today’s energy sources<br />Proven technology with room to grow<br />Re-energize rural America with locally generated power and sustainable jobs in the heat-energy industry<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  17. 17. Creative Brainstorming around Themes<br />Look for scalable messages that can be used in a variety of media and by many GEA companies<br />Create rough concepts for validation in key sectors<br />Measure response in target market<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  18. 18. :20 sec Broadcast Ad Targeted at Wall Street<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  19. 19. Adaptation for Print—Investor Demographic<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />Profitable Business<br />Forbes<br />The Economist<br />Fortune<br />Rural Development<br />Harper’s<br />New Yorker<br />Southwest Art <br />Sustainable Economy<br />Conde Nast Traveler<br />Sailing, Golf Digest<br />Scientific American<br />
  20. 20. Using Themes with Target Markets<br />Push creative concepts across a variety of mediums and market sectors to drive visibility<br />Create opportunities for Geothermal companies to participate and tell their stories<br />Industry creative brief to GEA member’s creative teams<br />Leverage GEA activities to drive synergy<br />Use guerilla as well as conventional media campaigns to drive visibility<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  21. 21. Guerilla Marketing Using Industry Assets <br />Reconfigure GEA website to align with themes and target markets<br />Links by sector (industry, investors, govt./general public)<br />Campaign landing pages with links to details<br />Spectacles at industry events<br />Visitor centers and signage at key installations<br />Geothermal education packets and models<br />Educational premiums and promo items<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  22. 22. Spectacles at Industry Events<br />Geothermal “Cook Off” at GEA Conference<br />Three companies compete with small-scale power plants using a common steam source. Most power generated wins.<br />Create a Geothermal Coffeemaker for GEA finance conferences<br />Adapt coffee siphon to demo geothermal principals<br />Encourage WORKING models at industry events<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  23. 23. Visitor Centers at Geothermal Sites in Nevada<br />Reno, NV Steamboat area would be an excellent site for business and public visits with high visibility on Highway 395<br />Color code piping and place signage at remote sites<br />Burma Shave style signs provide a bit of interest on a lonely drive<br />Color coding of system and explanation signs to educate<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  24. 24. Education Packets and Model Loans<br />Create lesson plans for classrooms and lending library of models<br />Lesson plans<br />Binary and Kalina cycle models, etc.<br />Industry events/visitor center reuse<br />Lets children teach their parents<br />Create the next class of Geothermalists<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  25. 25. Educational Events, Premiums and Promos<br />Geo Tours—Geotours to Iceland and domestic recreation areas with geothermal resource development<br />Executive toys that educate<br />Hand boiler<br />Heated coffee mugs, personal espresso machines<br />Annuals, calendars, art books featuring geothermal communities distributed to government and investment sector<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. <br />
  26. 26. Partnering with Others to Extend Visibility<br />Geothermal Businesses<br />Aligned Industries<br />Economic Development Groups<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  27. 27. Verify and Enhance Early Findings<br />Mine marketing databases for interview candidates in each market sector (community, investment, geothermal)<br />GEA event feedback, surveys, industry trends<br />Trends in aligned industries (Geo-Heat, Co-Generation, Industrial, Agriculture)<br />Target market surveys and trends<br />Review competitive campaigns for solar, wind, and clean coal<br />Verify accuracy and impact of brainstorming themes with sector “sages”<br />Council of marketing experts pulled from PR, GEA, and sales/marketing directors in the industry<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />
  28. 28. Next Steps<br />Create a geothermal industry creative brief<br />Explore marketing relationships with Geo-Heat, Solar-Thermal, Co-Generation<br />Begin identity campaign in conjunction with material development<br />Build publication-quality marketing material database as agencies are engaged<br />Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.<br />

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