Facebook Marketing Campaign for Verdex Green Energy Solutions

VERDEX GREEN ENERGY SOLUTIONS
Facebook Marketing Campaign 2019
FACEBOOK MARKETING CAMPAIGN
GILBERT MAGHUYOP
Ateneo Graduate School of Business
Digital Marketing
Prof. Bong De Ungria

SIX YEARS AGO
A coastal town in Occidental Mindoro which produces
significant rice requirement of Metro Manila had a project to
irrigate one of its rice fields that has no access to electricity.
The project is crucial during the 2nd cropping for 2013 where
water is very scarce in the area. Verdex Green Energy
Solutions services (a small scale company that provides
and develops solutions for agricultural, commercial, industrial &
residential applications) was tapped to deliver and install
Submersible Solar Water Pump with Genset backup.
Global organizations, including the local non-government organization that
sponsors the irrigation project in Occidental Mindoro are now faced with strong
measure to manage and reduce carbon emission while delivering service to the
people.
Business owners & even home owners invest on solar panels with aim to
reduce paid electrical consumption in the long run and reduce carbon footprint.

PROLOGUE
The building and usage of photovoltaics and silicone solar cells
have been around since the late 1980s, but only lately have
they begun to see some success with large commercial use of
this technology.
In further effort to promote the adaptation
of solar technology in the Philippines,
company like Verdex Green Energy
Solutions has teamed with organization
of the same advocacy from various
entrepreneurs, NGOs, hospitals, and
universities (which is to promote
alternative energy, building the nation,
and saving earth) as it gives the product a lot more credibility,
and helps to break down the barrier to our adoption.

ABOUT THE COMPANY
Verdex Green Energy Solutions is currently a sustainability & renewable energy
system design & integrator company whose main objective is to make renewable
technologies easy and affordable for everyone to utilize without sacrificing product
quality.
Verdex Green Energy Solutions provides cost saving solutions not only to
agricultural & commercial establishments but also to exclusive residential villages.
Our solutions are perfect for properties that uses heavy electrical loads during the
day. Backed by 25 years linear output warranty on our solar panels and ROI of only
5 years, investment will literally pay for itself in a short period of time.
Products & Services Includes:
• Direct solar water pump system
• Grid-Tied Solar Power System (power savings)
• Off-Grid Solar Power System (power source for remote areas / backup power)
• Grid system rehabilitation
We partnered with the best manufacturers in the market, ensuring reliable after sales
support throughout the life of your system.

ABOUT THE COMPANY
The company which started as a retailer/supplier of commercial bulbs & Photovoltaic
Modules for hobbyist, researchers and college students working on their thesis is
now an official partner of some of the following globally recognized brands in the field
of Renewable Energy:
LORENTZ GmbH & Co. KG
A German Company who leads in the technology in the field of PV Modules & Solar Powered Water
Pumps (Surface & Submersible Types)
Phocos AG
German Based Company who is among the world’s leader in solar powered charge controllers,
inverters, and components for autonomous power supply
Oriental & Motolite Marketing Corporation
A multinational but locally based lead acid battery manufacturing company with expertise in the field
of automotive and deep cycle batteries intended especially for renewable energy storage application

OUR HISTORY
The company was conceptualized and established in 2010 by a
group of young engineers with interest in the field of renewable
energy, expertise in battery development, electric vehicles,
mechanical design, production/manufacturing industry & quality
system management.
Registered at the Department of Trade & Industry (DTI) on
August 19, 2010 with business address at 28A Morningstar
Drive, Sanville Subdivision, Culiat, Quezon City. Business
permit and Certificate of Registration was subsequently issued
by the Quezon City Government and Bureau of Internal
Revenue respectively.

INDUSTRY CUSTOMER & COMPETITOR DETAILS
Industry Customers Analysis
• Agricultural (crops growing, livestock)
• LGUs (communal irrigation system & water supply system)
• Industrial sectors (businesses with 24/7 operation)
• Resorts & hotels
• High-mid, High-end residential
Some of our partner clients:

INDUSTRY CUSTOMER & COMPETITOR DETAILS
Industry Competitor Analysis
• Solar Installers
• Systems Integrators

DESCRIPTION OF PRODUCTS & SERVICES

Marketing
Initiatives
Site Visit &
Ocular
Customer
Requirement
Assessment
Deliverables
Agreement
Turn OverContract Signing
Quotation &
Proposals
Change
Management
Procurement
Installation
Buy-off
Client Inquiry
CUSTOMER PATH

2019 BUSINESS CONTINUITY OBJECTIVES & KEY RESULT
Objectives Strategy
Stronger market share on
small to medium enterprises
• Penetrate leisure, real estate, high rise
residential water supply management.
• Establish relationship with contract growers
• Localized product demo to micro financers
Expand market coverage • Diversify to other alternative energy solutions
(biogas, wind, etc)
Nation building & collaboration • Program to donate a complete solutions kit
(solar powered pumps & panels to qualified
beneficiaries), government subsidy
• Pro bono seminars & trainings on alternative
energy solutions to cooperatives
Complete solutions provider Expanded product line and service coverage on
localized resources. Services that are not
limited to current products & installations but up
to consultations, shared expertise

OBJECTIVES: Stronger market share on small to medium
enterprises
Key Initiatives: Effective Marketing Plan & Strategy Roadmap
• Strengthen online & social media presence
• Provides monetary incentive/bonus for every successful projects referral
• Partners with general contractors
• Strong partnership with local official distributors which provides projects
thru inquiries at their official channels and passed on to dealers
• Maintains Premier Sales & Service Partner for Lorentz Solar Water Pump
to differentiate with other regular dealers.

Project Name Operationalize marketing initiatives for stronger market share on small to medium
enterprises
Business Case Verdex has been in existence since 2010 with an incremental growth of 100% year by year but only until
2017. Though the company have made decent growth in terms of net worth, velocity slows down with influx
of China made solar products and as the company just relies on passive clients thru unsolicited customer
queries from classified ads website and online marketplace like OLX, & Facebook.
This project charter aims to increase the velocity of growth of Verdex thru a Hoshin kanri (direction
management (Japanese: 方針管理 Hepburn: hōshin kanri ?)) method, devised to capture and cement
strategic goals as well as flashes of insight about the future and develop the means to bring these into reality
thru the identified initiatives.
Key Objectives Phase 1:
Establish position and increase market share
thru active marketing in Mimaropa, Calabarzon
& Central Luzon Region, and online or digital
marketing
Phase 2:
Expand network of partners but not limited to current
customers, suppliers, contractors in parallel of
diversifying the product offerings.
Timeline Phase 1: End of Q2’2019 Phase 2: Starting Q4’2019
Stakeholders Lorentz (supplier), Sunelec (distributor), Verdex partners, current clients
Stakeholders
Requirement as
Known
Business continuity, organizational growth, building nation
DEVELOPMENT PLAN, PROJECT CHARTER

Project Name Operationalize marketing initiatives for stronger market share on small to medium
enterprises
High Level Risks • Because this project realizes opportunities on how big the market can be, this may help generate new
ideas on business opportunities or growth of existing businesses.
• Because we are not yet a large scale enterprise, we may not cater the needs of the influx of potential
clients from an aggressive marketing approach
Project Approval
Requirements
Approval for this project include:
• The management will approve the deliverables before planning efforts continue
• The management will approve propose changes on the NDA, service level agreements, contract with the
supplier & customer on items that would pertain to supplier deliverables & charges.
• Budget for Marketing Investment
Project Manager
and Authority
Level
Gilbert Maghuyop shall be the project manager for this project, have the authority to manage the
deliverables and its phasing, and determine the work breakdown structure to meet the desired result
Lemuel Maghuyop will oversee the business as full time operations manager.
DEVELOPMENT PLAN, PROJECT CHARTER (Cont.)

Develop marketing & business
development capability that can
solicit projects full time
Strengthen social media presence.
(i.e. immediate handling of
queries, regular posting of projects
& advertisements online)
Enhance aftersales support team
capability to strengthen
relationship with existing clients,
develop advocacy.
Diversify into an exclusive
distributor of renewable energy
products (not only solar but also
wind, biogas, etc...) and develop
competent dealers that will carry
our brands.
Continuous
Improvement
Consistent biz reviews
w/ best known method
approach, SWOT,
surveys
Premiere Support
Solutions
Active Marketing
Ready response to
queries with live
respondents
Customer Experience
Zero customer complain
Business
Transformation
Efforts
Complete solutions
provider
READINESS TO FAST PHASE
INDUSTRY MARKET
REQUIREMENT ON
SUSTAINABILITY
Fair market share thru
aggressive marketing (digital)
Uncompromised Quality
Product & services evolution
thru growth initiatives (workforce
& personnel)
REALIZED BUSINESS
GROWTH WHILE TAKING A
TOUGH STANCE AGAINTS
CLIMATE CHANGE
MISSION STATEMENT

FOCUS KEY INITIATIVES:
Strengthen online & social media presence
Current State:
Verdex Green Energy Solutions has a Facebook account created 2011. In almost
seven years time, the page have just got 8,469 likes and 8,474 followers.

Pre-FB Marketing Campaign State:
Baselining from the data of FB page’ Insights before execution
of initiatives for the last 28 days Dec 17, 2018 – Jan 13, 2019
4/7 Metrics with
data shows
downtrend
performance
Low engagement
and activities in FB
missing the scale
of opportunity

Task List from Initiatives:
1. Increase Insights’ key metric, a lead metric to reach max
potential of the digital marketing campaign with focus on:
• Awareness
• Engagement
• Action
2. Increase engagement thru an improve content digital
marketing focus to next target market demographics outside
agricultural industry such as:
• Responsible leisure (solar swimming pools)
• Mid-high rise residential water supply management

Executions:
1. Created Ad for Post Engagement
Topic: Carried product
recognition for Service
Excellence
Budget Allocated: Ph280
Audience: Target
Duration: 8 Days

Executions:
2. Created Ad for Promoting Call to Action
Topic: Value proposition
on responsible leisure
facilities
Audience: Target
Duration: 5 Days

Executions:
3. Created Ad for Post Engagement
Topic: Value proposition
of the product on new
target market, industry
Audience: Target
Duration: 4 Days

Executions:
4. Created Ad for Promoting Call to Action & Post
Engagement (w/ slideshow video)
Topic: Validation of
value proposition of the
Product & services offered
from an actual client
Audience: Target
Duration: 3 Days

Advertisement Summary:

Advertisement Performance Review:
On the 3-day period of FB Marketing campaign, created
ads reach 5.3K people, 6.4K impressions, & 73 link clicks

Customer Touchpoints Experience:
In just 3 days of running ads, 11 serious queries were
received across ads types, mostly from Promote Your
Send Message Button Ad

Insights Analytics:
The Post Engagement and Link Clicks is significant at an
insignificant amount of advertising cost

Insights Analytics:
Analytics on demographics is skewed to Men, on peak at
common break time hours

Running FB Marketing Campaign State:
Validation of effectiveness on the campaign yields improvement
on all metric, primarily to Post Reach & Engagement.
Pre-CampaignCurrent State

What Others Are Doing:
Big players in the Ph solar industry fully utilize Facebook on their
marketing operations from events, to pricing, & actual transactions

Lesson’s Learned & Appreciation:
• Digital marketing thru Facebook ads is so powerful with the magnitude of
people you can reach. This can always be an immediate option to market
anything but to have an effective campaign, one must define the correct
audience thru a profiling & target demographics.
• Creating an ad is simple but requires skills and critical insights for it to be
effective. Different perspective must be considered from layout, to image
resolution, and the story.
• Marketers must design different factors on ads to experiment what will work
better in terms of viewers perspectives. Creating different ads with different
format is a good simulation to effectively know what is best for the product
being marketed, this can validated thru the analytics on the Ads Manager.
• With the right interpretation of the data provided by Ads Manager, perfect
response on received engagements, and competency to function on the
different level of customer path, the conversion to each phases would be
realized.

Facebook Marketing Campaign for Verdex Green Energy Solutions

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