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IMC: Integrated Marketing Communications Campaign for SolarCity

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Program Objectives: (Brand Awareness)
The marketing objective for SolarCity is to create a brand-engagement campaign to build brand awareness of positive associations with the SolarCity brand and its products and services.

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IMC: Integrated Marketing Communications Campaign for SolarCity

  1. 1. Mary P. IMC Program The moreyou spend on electricity, the more wecan save you
  2. 2. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Table of Contents Main Objectives:................................................................................................................. 2 Program Objectives: (Awareness) ..................................................................................... 3 Massage:..........................................................................................................................................................................3 Awareness......................................................................................................................................................................3 Comprehension............................................................................................................................................................3 Primary Target audience.........................................................................................................................................3 Demographic:...........................................................................................................................................................3 Psychographic..........................................................................................................................................................4 Secondary Target audience:...................................................................................................................................5 Creative Brief...................................................................................................................... 5 Creative Strategy................................................................................................................ 6 Campaign Placement.......................................................................................................... 6 Message:..........................................................................................................................................................................6 Attribute..........................................................................................................................................................................6 Consumer-Oriented Promotion......................................................................................... 6 Direct Marketing.........................................................................................................................................................7 Digital Marketing ........................................................................................................................................................7 Social Media..............................................................................................................................................................7 Public Relations & Publicity...................................................................................................................................7 PR Goals......................................................................................................................................................................7 PR Strategies............................................................................................................................................................8 Sales Promotion (sweepstakes) ...........................................................................................................................8 Sweepstakes Field marketing event details.................................................................................................8 T-Shirt developed for SolarCity field marketingmodels.........................................................................8 Online Flyer................................................................................................................................................................10 Trade-Oriented Promotion .............................................................................................. 11 Main Objectives: Develop a Marketing Communication campaign that can generate consumers and reach consumers at a personal level. Convey the following:  Save money though solar energy  Build brand image about familiarity and trust  Develop a “Lifestyle” pitch  Messages o Cleaner, lower cost power compared to power generated by burning fossil fuels. o SolarCity makes it easy to switch to solar. o Give consumers a cleaner, more affordable alternative to their monthly utility bill.
  3. 3. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM  Focus advertising campaigns of SolarCIty with more green-generated causes. Program Objectives: (Brand Awareness) The marketing objective for SolarCity is to create a brand-engagement campaign to build brand awareness of positive associations with the SolarCity brand and its products and services. 1. Raise awareness of the brand 2. Encourage trial 3. Increase engagement with key target demographics 4. Increase Facebook likes and Twitter follows and generate social media word- of-mouth. Massage: 1. Over the next year we want people to understand what SolarCity is all about. a. We want people to tell the friends what SolarCity is all about? Awareness Making the consumer to be aware of the existence of the SolarCity brand and/or company.  Increase interactions with your brand.  Build more positive brand associations.  Increase brand loyalty by connecting SolarCity target audience.  Motivate customers to engage with the brand and its associated products. Comprehension Developing an understanding of what the product is and what it will do for the consumer. Primary Target audience The target audience for this specific marketing program is as follow: Demographic: o Young Adults o Ages: 24- 44 o Single or young couples, and gay couples o All Races but with special target to Asian, white and Hispanic markets o Middle and upper class professionals o Technology Driven o Environmentally conscious o Has internet access, cable TV, and owns a computer or mobile device
  4. 4. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Psychographic
  5. 5. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Secondary Target audience: Young adults living at home who are influencers and technology savvy and can explain and convince their parents to make the transition from fuel to solar energy at home. Creative Brief 1. Basic Problems or issues the advertisings must address a. Even though SolarCity CEO is the inventor of eBay, and the creator of Tulsa cars (Telsa Motors public company), some people have not heard of SolarCity. 2. The advertising and communication objectives are gear towards creating brand awareness and making sure SolarCity is perceived as a modern technology company.-- A hip company. 3. For that arson the Target Market group consist of young professional ages 24-35.Secundary target market are young influential adults living at home with their parents. 4. The major selling idea to communicate in the Creative Brief is the key benefits of the sweepstakes campaign. Those benefits are as follow: a. Winning a free efficient solar-powered home makeover. b. Save energy and money 5. The Creative strategy statement for SolarCity campaign will focus on touching consumers at a personal level; as well create an image of home solar powered home being hype. The creative sweepstakes (design) will contain modern element gear towards young adults in the area of California state
  6. 6. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM 6. Requirements for online and off line creative: a. The logo will be always located in the upper left of the flyer or sweepstake (off line and online) b. The background should be aqua blue c. The website URL should be visible on the flyer and sweepstakes front page d. Social media icons (facebook, twitter, and instagram, should be located at the bottom of the sweepstakes and flyer e. Consumer service number should always be spell out (xxx) xxx-xxxx f. Modern image should always be present g. Since the sweetakakes theme is the holidays and the New Year. The design of flyer and sweepstakes should contain New Years images. 7. Creative Strategy We will crate a sweepstakes called “Win a Free Solar Energy Home Makeover.” This approach will generate brand awareness, and collect database consumers’ information to be use as reinforce brand awareness by upselling direct marketing (online and off line) efforts. Campaign Placement Message: The IMC will consist in several media outlets that will generate brand awareness and social media buzz. Attribute Describes Product: SolarCity provides solar panels to homeowners and this allows consumers of this product to save money, and help the environment as well. Consumer-Oriented Promotion For the propose of this campaign the promotion will be focus on targeting USA residents who are young adults and are ready to buy a house or are already home owners. The outlets to be use for campaign placement are as follow:
  7. 7. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Direct Marketing Sweepstakes will be mail to a selected group of residents of California area. Digital Marketing Social Media Email Marketing and social media outlets (facebook, twitter, integral, etc.) is a good way to bring people into paying attention to the brand and generation a word-of- mouth, by offering free content such as eBook’s or a free video, which has the potential to reach large audiences in USA. Email Direct Marketing For the sake of this project, direct email marketing, and social media will be use to promote the sweepstakes. Online Sweepstakes flyer (see below under Flyer for details) Applied Benefits of Online Marketing and Social Media  Brand recognition  Showcase SolarCity Brand  Business-client relationship building  Increase exposure  Strong Online presence enhances SolarCity’s Trustworthiness  Brand Credibility  Increase sales  Allows SolarCity Marketing department to quickly access consumer feedback  Bust traffic and search engine ranking  Cut market cost  Free publicity and word-of-mouth Public Relations & Publicity The public relations campaign we have developed will benefit SolarCity in many ways. Public relations is an inexpensive yet effective marketing tool. A complete public relations campaign for SolarCity includes information about company’s events (launching sweepstakes campaign), news releases (free home makeover from SolarCity), general feature stories (who won the sweepstakes (use images of before and after the solar home makeover), and flyers promoting the sweepstakes. For the sake of this particular project the first phase of brand awareness will consist in launching a sweepstakes campaign offering a free solar energy efficient home makeover. PR Goals  Increase public support of SolarCity through donations and volunteers
  8. 8. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM  Increase media coverage of SolarCity  Compile a database of supporter email addresses  Develop a crisis communications plan to prepare  SolarCity for any crisis situation PR Strategies  Organize an Field Marketing sweepstakes event at several parades and parks in the city  Create flyers to promote Sweepstakes events online and off line  Develop news releases for the media  Write general feature stories for media  Write letters to editors  Submit calendar listings to various media  Create monthly e-newsletter  Collect testimonials from clients Sales Promotion (sweepstakes) Sweepstakes will be offered as the main focus of this program. Sweepstakes signing forms will be distribute in two channels: a) Email Direct marketing b) Field Marketing event Sweepstakes Field marketing event details The event will consist in hiring several groups of professional male and female models. Each group will be assigned to a different city and to certain regional targeted area. Furthermore, the potential locations will be as follow:  Parks  Malls  Schools  Parades T-Shirt developed for SolarCity field marketing models
  9. 9. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Design by MarisolD.P. Free t-shits will be given for people who sign up for the Sweepstake Paper Flyer developed to Promote SolarCity’s Sweepstakes WIN a Home Energy Makeover. Value: $10,000 SolarCity is giving away a green home makeover worth ten thousand dollars in celebration of the New Year! The grand-prize winner will receive a solar system and a package of energy efficient improvements that include a home energy evaluation, immediate repairs and a prioritized report of additional savings recommendations. ELIGIBILITY: OPEN ONLY TO LEGAL RESIDENTS OF THE STATE OF CALIFORNIA WHO HAVE REACHED THE AGE OF MAJORITY IN THEIR JURISDICTION OF RESIDENCE AT THE TIME OF ENTRY. GRAND PRIZE: THE GIFT OF GREEN GRAND PRIZE WHICH INCLUDES $10,000 SOLARCITY CREDIT TO USE FOR LEASE OF A SOLARCITY SOLAR LEASE SYSTEM FOR 20 YEARS.
  10. 10. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Online Flyer The online sweepstakes will provide a digital way to register people via internet and capture their emails. After signing up, the page will take the person to a second page that says. “You’re Entered!” There the user will be given an option to share on social media sites. Click Online Flyer: http://goo.gl/oIxLx4 Online Flyer Sweepstakes designed by Marisol del Pozo
  11. 11. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Trade-Oriented Promotion ( SolarCity can attend trade shows to partnership with new retailers. Plus SolarCity is currently in partnership with BestBuy. SolarCity costumers can buy or lease solar panels installation at BestBuy stores. SolarCity can make a deal with BestBuy to offer BestBuy consumers’ premium offers that come with other products.  Ex. $100 SolarCity gift card with the purchase of $600 or more.  SWEEPTAKES: o Endorsement of a personality can come to BestBuy store to promote Solar City and the sweepstakes. o BestBuy to promote SolarCity Sweepstakes in through out the store (display and flyers). o Sweepstakes to be sown at the back of BestBuy costumers Target audience: BestBuy costumers (young Adults) Objectives:  Reach BestBuy consumers to promote brand recognition and gain potential costumers.  Attend trade shows: where SolarCity can display their products to current and prospective buyers. CLICK URL FOR SWEETAKES: http://goo.gl/oIxLx4 Note to professor: I created this sweepstakes online
  12. 12. Marketing Communications Campaign Objectives Program | By Mary P. @DigitalSCRM Trade incentives:  The “personality endorsement is can bring more attention no only to SolarCity, but to BestBuy as well.  SolarCity Sweepstakes collected database can be shared with BestBuy.  Co-op Advertising Measurement: SolarCity Sweepstakes collected database can be measured very well, specially the online version.

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