Geothermal Energy Association Strategic Marketing Plan
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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.

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 Presentation Transcript

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