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Geothermal Energy Association Strategic Marketing Plan
 

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 Geothermal Energy Association Strategic Marketing Plan Presentation Transcript

    • 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
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Where Interests Intersect—Dialog Begins
      Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
    • We Discover Common Concerns
      Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
    • Which Can Become Communication Themes
      Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
    • 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
    • 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.
    • 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
    • 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.
    • 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.
    • :20 sec Broadcast Ad Targeted at Wall Street
      Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
    • 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
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.