3. 2
PowerHouse
PR
Mission Statement
PowerHouse PR is a full-service creative marketing and public relations firm,
specializing in sustainable businesses.
Our Philosophy
We keep it simple.
We practice what we preach.
We work for people we connect with and causes we support.
Background
PowerHouse PR began as we are now: six women passionate about
environmental matters. Founded in 2003, we have had 10 years of
experience working for causes in which we believe.
While we are small, we are a powerhouse. The six women working for
PowerHouse PR are dedicated to producing the highest quality work for
our clients and individually catering to their needs. We pride ourselves
on being accessible, committed and dependable, which we believe
sets us apart from the rest.
Awards
• 2012 - Silver Anvil Award - Public Relations Society of America
• 2011 - PR Achievement Award- National Public Relations Association
• 2008 - Best PR Agency to Work For - Agency A-List Awards
• 2006 - Publicity Campaign of the Year - Platinum Public Relations Awards
• 2005 - Best Media Pitch (Florida)- Council for Marketing & PR
4. 3
People in
Kaitlyn Antle
Katie Cassidy
Katie Clarke
Founder and Social Media Specialist, Kaitlyn Antle, graduated
from Florida State University with a Public Relations degree. Her
passion for “going green” is imperative in her everyday life as
well as the companies she represents. She enjoys working with
such enthusiastic and passionate coworkers. During her free
time Kaitlyn enjoys nature walks, Sudoku and spending time with
her family.
Founder and Media Relations Coordinator, Katie Cassidy,
has loved working with such passionate colleagues for the past
10 years. After graduating with a Public Relations and Ecolgical
Sustainability double major, she began volunteering around the
Tallahassee community. She loves theatre and film in her free
time, as well as spending time at the dog park with her golden
retriever, Shadow.
Founder and Graphic Coordinator, Katie Clarke, found her love
for coordinating color schemes and formatting layouts while
pursuing an undergraduate degree in Public Relations at the
Florida State University. She enjoys working with large groups
and thinks of her co-workers as family seeing as they built
PowerHouse PR from the ground up and have stuck together. In
her spare time, Katie enjoys photography, rythmic gymnastics
and aqua aerobics.
5. 4
Ali Darrow
Founder and Creative Director, Ali Darrow, majored in Public
Relations with a minor in Mandarin Chinese. Ali excels when it
comes to thinking outside the box and has a passion for
connecting with the public. Just like PowerHouse, Ali practices
what she preaches in her daily life by constantly looking for
new ways to go green and conserve. In her free time, Ali enjoys
practicing yoga, traveling and learning new languages.
Laura Newman
Rachael Salzer
Founder and Special Events Coordinator, Laura Newman,
double majored in Public Relations and French. She later
received her masters in Integrated Marketing and
Communications at Florida State University. Shortly after
graduating, she was hired by the Bill and Melinda Gates
Foundation as project manager and special events coordinator.
Laura enjoys yoga and playing tennis and also has a passion for
travel and writing.
Founder and Project Manager, Rachael Salzer, has been
working in the field for a decade. A graduate from Florida State
University with a dual degree in Public Relations and Marketing,
Rachael has an education in both communications and busi-
ness. She has worked across the country and was the Project
Manager Director for Florida’s “Go Green” campaign. Her
interests include the beach, traveling, horseback riding and
spending time with family and friends.
6. 5
Public Relations Plan
City of Tallahassee Utilities is encouraging consumers to lower energy
consumption. The number of college students living in Tallahassee compiled from FSU,
FAMU, and TCC totals around 80,000. City of Tallahassee Utilities wants to encourage
students to lower their energy consumption as they make up the largest percentage
of Tallahassee’s population.
PowerHouse PR will implement strategies and tactics that are based off research
conducted through our knowledge and findings about the target audience. The
target audience will be reached and educated about energy consumption through
the engagement of City of Tallahassee social media platforms, a newly invented
technological advancement of the YOUtilities app, and participation of the selected
apartment complexes. These solutions will increase overall awareness and cause
motivational changes for the target audience to lower their overall consumption.
Situation Analysis
The intention of City of Tallahassee Utilities is to encourage customers to use less
energy, especially at peak times, in order to reduce the need for investments in
additional power plants. Through innovative incentives, strategies and tactics, City of
Tallahassee Utilities wants to target college students in the Tallahassee area.
PowerHouse PR will incorporate key tactics in order to reach our specific target
audience of Tallahassee college students. Through social media, promotional
incentives, earned media and traditional advertising, we will create an integrated
marketing campaign to build awareness and lower energy consumption. In addition,
we are launching a smartphone app to cater to our target audience.
7. 6
SWOT
ANALYSIS
Strengths
• City of Tallahassee Utilities is named
the #1 Public Utility in America by the
American Public Power Association
in 2012
• City of Tallahassee Utilities
participates in demand-side
management encouraging
consumers to use less energy
• City of Tallahassee Utilities offers a
main website for consumers and
residents to access detailed
information and personal accounts
Weaknesses
• Company’s website could be more
user-friendly
• The concept of demand-side
management is not understood
enough for target audience
• There is no method, both modern
and convenient, for target audience
to track energy usage
Opportunities
• Make a user-friendly website
primarily for YOUtilities campaign
• Rebrand the idea of “demand-side
management” to make it easier for
the average consumer to
understand
• Create a modern and convenient
method that monitors energy usage
for our target audience
Threats
• If overall consumption does not
decrease, investment toward a new
power plant will have to go into
effect prior to anticipated
scheduling
• If the target audience is not aware
of the energy they are consuming,
then consumption cannot be
lowered
8. 7
Goals
The overall purpose of this campaign is to reach the target audience: college
students between the ages 18 and 24. Today’s most effective way of communication
is through the platforms of social media and technology. These serve as the
foundation and majority of our campaign.
Objectives
• By July 1, 2013, launch the YOUtilities campaign, targeting apartment complexes
West 10, Stadium View and Rivoli Drive houses.
• By Oct. 1, 2013, 30 percent of our target residents will have the YOUtilities app
downloaded.
• By July 1, 2014, 25 percent of our target residents will decrease per-unit
consumption.
Target Audience
The Tallahassee area has the youngest demographic in Florida; therefore, we
aim to target all college students, between the ages of 18 and 24, in the Tallahassee
area. This includes more than 80,000 people, most of whom live in off-campus housing.
9. 8
Strategy:
Spread awareness of YOUtilities app through influential students on campus who will
serve as our brand ambassadors.
Tactic:
•Word of mouth
•Distribution of promotional products
oKoozies
Strategy:
Partner with the leasing offices to distribute information and promotional items to
residents as they sign their leases, so residents will have daily exposure to campaign
materials.
Tactic:
•Event invitation (front side), print advertisement handout (back side)
•Promotional products:
oLight switch frame sticker
oRefrigerator magnet
Strategy:
Engage target audience through the use of social media platforms.
Tactic:
•Social media
oFacebook
•Brand ambassador sponsored pool party event
•Weekly updates and tips on how to conserve energy
oTwitter
•Tweet using hashtags #YOUtilities #YOUsave #YOUconserve #YOUbenefit to
get target audience familiar with our brand and app
•Tweet weather updates that correspond with appropriate A/C temperatures to
conserve as much energy as possible
•Tweet simple tips to lower energy consumption
oSmartphone app
•Capabilities to turn lights on and off from smartphone
•Capabilities to change thermostat from smartphone
•Immediate feedback comparing monthly energy consumption
•Tips on how to save energy
Strategy:
Revitalize City of Tallahassee Utilities’ website to make it more user-friendly and
aesthetically pleasing.
Tactic:
•Web design
10. 9
Strategy:
Promote YOUtilities app and campaign.
Tactic:
•Special events
oSponsored pool party at designated apartment complex
oHandout promotional products such as branded towels and koozies
Strategy:
Promote YOUtilities app and campaign through traditional media outlets.
Tactic:
•News releases
oCity of Tallahassee launches YOUtilities campaign
oCity of Tallahassee APPreciates energy conservation
•Radio news release
oCity of Tallahassee Utilities launches energy conserving app
•Radio advertisement
oAds will play on 104.9 and 100.7, popular radio stations to target
audience
oRadio promotion production script:
•Roommate Drama No More (60 seconds)
•Call Me Maybe Parody (30 seconds)
oAnnouncer radio promotion script:
•New Electricity Monitoring App (60 seconds)
Strategy:
Place outdoor advertisements on intersections with heavy traffic flow to expose target
audience of YOUtilities campaign and app.
Tactic:
•Billboards
oOne placed on the corner of Tennessee Street and Ocala Street
oOne placed on the corner of Tennessee Street and Monroe Street
Strategy:
Introduce YOUtilities campaign and app on FSU campus during Market Wednesday’s,
a tradition in the Oglesby Student Union. Several vendors and brand ambassadors
participate in this event to promote themselves.
Tactic:
•Promotional products
oHand out cupcakes for an incentive to listen to brand ambassadors
oGoodie bags consisting of:
•Light switch frame sticker
•Koozie
•Print advertisement handouts
11. 10
March April May September October November DecemberJune July August
• March 2013 - Identify campaign and begin planning research.
• April 2013 - Continue research.
• April 15 2013 - Pitch campaign to City of Tallahassee Utilities.
• May 2013 - Continue research. Begin planning details for special event (pool party.)
• Late May 2013 - End research, analyze results. Begin designing and formatting
YOUtilities app.
• Early June 2013 - Continue designing app. Plan outreach calendar for social media
and news stations. Begin outreach to apartment complexes.
• Late June 2013 - Finalize app. Begin social media outreach. Release news releases
and other earned media.
• July 2013 - Launch campaign with app, social media, news stations advertisements,
and earned media. Begin planning for special event (pool party.) Find band, order
merchandise, research safety rules.
• Early August 2013 - Send invitations to direct audience about special event (pool
party.) Select band. Continue social media outreach. Advertise about app on
radio and television. Finalize any purchase orders or contracts for event.
• Late August 2013 - Finalize logistics for event. Confirm participating vendors and
apartment complexes. Continue social media outreach and outreach to FSU. Hand
out gift bags to new residents of apartment complex advertising the app.
• First week of September - Host event. Advertise new social media platforms.
Begin recruiting brand ambassadors.
• Late September - Train brand ambassadors. Launch social media (Twitter,
Facebook, new website.)
• October - Run radio ads on various stations. Brand ambassadors reach out to FSU
radio, TV and newspaper.
• November - Run commercials on local television. Use brand ambassadors to reach
out to RAs on campus for seminars. Hold FSU on campus seminars to educate
about off-campus housing options.
*December - July 2014 - Continue advertising using all forms of media and brand
ambassadors.
12. 11
Tactic Measurement Price in
Dollars
Total Cost
App
Development
Flat fee for design and creation $3,000 $3,000
Fridge Magnets
(1,000)
Per 200 magnets $68 $340
Two 60-second advertisements
(three times a week for 8 weeks)
$110 $2,640Radio
Advertisement
104.9 Two 30-second advertisements
(three times a week for two
months)
$40 $960
Two 60-second advertisements
(two times a week for 8 weeks)
$140 $2,240Radio
Advertisement
100.7 Two 30-second advertisements
(two times a week for 8 weeks)
$45 $720
Television
Advertisement
One 30-second commercial
(160 spot placements over a four
month period)
$40 $6,400
Light Switch
Frame Stickers
(1,000)
Per square foot $8 $1,000
Billboard
(1 year)
Per month on Tennessee/Monroe
Street
$1,800 $21,600
Billboard
(1 year)
Per month on Tennessee/Ocala
Street
$2,000 $24,000
Koozies
(1,000)
Per 200 koozies $70 $350
Quarter page
flyers
(1,000)
Per 200 flyers $54 $270
Cupcakes
(4 orders)
Flat fee $22 $88
Contingency
Budget
$6,150
TOTAL BUDGET $69,758
13. 12
Campaign Name
YOUtilities
Campaign/App Slogan
YOUsave. YOUconserve. YOUbenefit.
By making the name customer-centric, the campaign embodies City of
Tallahassee Utilities’ purpose. The slogan reiterates how consumers will save, conserve
and benefit by the awareness they gain from our campaign.
Logo
We decided to keep City of Tallahassee Utilities’ original logo. Your company is
the number one public utility company in America and that brand recognition is
priceless.
App Logo
The YOUtilities app logo uses the letter “U” to coincide with YOUtilities and City of
Tallahassee Utilities’ e+ online. The colored “+” allows the user to recognize the app is
associated with City of Tallahassee Utilities and for those already familiar with e+
online.
App Name
YOUtilities
The app name coincides with the YOUtilities campaign to encourage the
reiteration of the new brand name.
U
16. 15
Inside Set to
78 75
4:30 pm
Friday
March 2013
$112.75
$65.77
Congrats! Your electric charges
are $36.65 lower than February.
Set your thermostat’s fan to
“AUTO,” not “ON.”
Wash clothes in cold water.
Almost all the cost of clothes
washing goes toward heating
water.
Clean the clothes drying line
screen frequently.
Setting the A/C at 70 instead
of 78 can double operating
cost!
F
F
F
F
Did you know?
17. 16
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
June 20, 2013 Ali Darrow
Creative Director
(954) 682-0380
adarrow@powerhousepr.com
City of Tallahassee launches YOUtilities campaign
TALLAHASSEE, Fla.—The Tallahassee area has the youngest demographic in the state of Florida.
This means that almost 45 percent of Tallahassee’s population are a part of Generation Y, also known as
“Millenials,” “Generation Me” and “Net Generation.” July 1, 2013, City of Tallahassee Utilities is
launching a campaign to educate college students on how to save money by cutting back on their energy
use.
Unfortunately, research and surveys have given older generations reason to believe that, as a whole,
Generation Y has a sense of entitlement, narcissism and rejection of social conventions. What better way to
prove these stereotypes wrong than to show that conserving energy and improving the environment actually
matter to them?
City of Tallahassee Utilities is working hard to provide incentives, tips and an app that can control
your lights and thermostat straight from your smartphone.
“It’s not very common for a business to promote using less of its product, but that’s exactly what
we’re aiming for,” said David Byrne, director of energy services. “The reduction in energy usage will
actually save us money, save consumers’ money and conserve energy.”
The goal of the YOUtilities campaign is to connect with college students on a level they can relate
to. City of Tallahassee Utilities believes that “Generation Me” can become “Generation We,” and together,
we can make a difference. For more information on the YOUtilities campaign launch, please visit
www.youtilities.gov, follow us on Twitter @YOUtilities1 and like us on Facebook.
###
18. 17
News Release
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
June 20, 2013 Ali Darrow
Creative Director
(954) 682-0380
adarrow@powerhousepr.com
City of Tallahassee APPreciates energy conservation
TALLAHASSEE, Fla.—As a main component of the YOUtilities campaign, City of Tallahassee
Utilities is launching a free app that can be downloaded straight to your smartphone. The YOUtilities app
launches July 1, 2013 and is designed to help you conserve money, power and energy.
We all live hectic lives. Sometimes remembering to hit the light switch or turn off the air
conditioning aren’t the first things we think of when we are rushing to get to our daily grind. The
YOUtilities app solves these problems and much more.
“The YOUtilities app is the biggest step we’ve taken as far as digital outlets go,” said Rick
Fernandez, assistant city manager. “I’m looking forward to seeing where it takes us.”
With this free download, users have the ability to control their thermostat and lights directly from
their smartphone. YOUtilities app users can say goodbye to wasted energy and hello to a lower utilities bill
each month.
Not only does the YOUtilities app feature a list of essential tips on how to conserve, but it also
includes a monthly breakdown of your bill so energy usage can be monitored effectively. For more
information about the YOUtilities app, please visit www.youtilities.gov.
###
19. Radio News Release
Date: June 20, 2013
Contact: Social Media Specialist, Kaitlyn Antle
kantle@powerhousepr.com; (754) 367-1812
FOR IMMEDIATE RELEASE
City of Tallahassee Utilities launches energy conserving app
YOUtilities, a free smartphone app provided by City of Tallahassee Utilities has been
launched to help off-campus residents compare monthly electric usage in hopes of decreasing
energy consumption. Residents who decrease their per-unit energy consumption will see lower
electric bills. The app not only compares percent use from month to month, but it is also capable
of turning lights on and off after leaving home. With just the touch of a button, the app also
controls thermostat temperature. All smartphone users can easily download this free app to start
monitoring their electric usage. For more information regarding the app, please visit
www.youtilities.gov.
###
18
20. 19
Title: “Call Me Maybe” Parody
Client: City of Tallahassee Utilities
Length: 30 seconds
Air Dates: August- November 2013
SFX: “Call Me Maybe” background music
playing
Girl 1:
Girl 2:
ANNOUNCER:
Hey, I just left my room,
And this is crazy!
I forgot to turn my lights off,
Use my YOUtilities app maybe?
Ever forget to turn your lights off after you
already left your house? Not to worry, City
of Tallahassee Utilities’ latest free app
Y-O-U-tilities now gives you the power to
turn your lights on and off with the simple
touch of a button. With the app you can
also control your A/C temperature.
Lowering your energy consumption
ultimately lowers your utility bills, which
saves you money! Download the free app
today and visit www.youtilities.gov.
###
21. 20
Title: Roommate Drama No More
Client: City of Tallahassee Utilities
Length: 60 seconds
Air Dates: September- November 2013
Roommate 1:
Roommate 2:
ANNOUNCER:
SFX: sounds of money, “cha-ching”
ANNOUNCER:
SFX: “Tell Me More, Tell Me More”
ANNOUNCER:
Brittney, you really need to start turning the air up
when you leave the house all day. No wonder our
electric bill is through the roof!
Jeez Sarah, it’s not like changing the A/C will really
save us that much money.
Little does Brittney know, Sarah is totally correct.
Just by setting the A/C at 78 degrees instead of 70
degrees, you can lower your operating costs by 50
percent.
By downloading City of Tallahassee Utilities’ free
app, you can now adjust A/C temperatures straight
from your phone. If Brittney listens to Sarah, she
may be able to see a difference in their bill!
In addition to controlling the A/C, you can even turn
your lights on and off directly from the app.
Download Y-O-U-tilities app, available to any
smartphone. For more information, please visit
www.youtilities.gov.
###
22. 21
Title: New Electricity Monitoring App
Client: City of Tallahassee Utilities
Length: 30 seconds
Air Dates: Oct. 1, 2013
Want to save money on your electric bill? Want to help the environment by
lowering energy consumption while saving money? City of Tallahassee Utilities has an
app for you! Y-O-U-tilities, the new, free app allows you to compare your monthly
energy usage along with having the ability to turn your lights on and off straight from
your phone. You’ll even have the power to change your thermostat with the simple touch
of a button. Think of all the things you could be doing with the money you save each
month! Download City of Tallahassee Utilities’ free app, available to any smartphone.
For more information, please visit www.youtilities.gov.
###
23. 22
This Site Was Created Using Wix.com . Create Your Own Site for Free >> Start
This Site Was Created Using Wix.com . Create Your Own Site for Free >> Start
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This Site Was Created Using Wix.com . Create Your Own Site for Free >> Start
YOUtilities Website
A new website was created in addition to the original City of Tallahassee Utilities’
website to guarantee a more user-friendly approach. This website will still offer online
billing, learning center and auditing services, but will cater to our target audience. The
template can be viewed at http://rcs11d.wix.com/youtilities.
YOUtilities
Catch up on daily
tips and questions
on how to reduce
your energy
consumption and
how to save money.
Control yur thermostat according to
the weather. YOUtilities/ thermostat
allows you to turn it up/down, on/off.
Control your lights when you’re not
home! If you forgot to turn them off, it’s
an easy clock ‘OFF’ on YOUtilities
Keep track of your monthly usage
and when to pay your bill.
YOUsave. YOUconserve. YOUbenefit.
YOUsave. YOUconserve. YOUbenefit. YOUsave. YOUconserve. YOUbenefit.
YOUsave. YOUconserve. YOUbenefit.
YOUsave. YOUconserve. YOUbenefit.
YOUtilities
YOUtilities YOUtilities
YOUtilities YOUtilities
24. 23
Social Media Websites
The 2012 social media report indicated that 20 percent of time spent online is via
personal computer and that 30 percent is spent online via mobile. Between 2011 and
2012 there was a 37 percent increase to 121 billion minutes of total time consumers
spent online via personal computer. During the same period there was a 63 percent
increase of time spent on apps. This report proves that social media and Internet are
the greatest communication channels for our consumer and target audience.
In addition, the social media report includes that Facebook is the top social
network with 152.2 million visitors. With this conclusion, the company needs to have a
more engaging and interactive use of social media to reach the intended target
audience.
Twitter
A new Twitter account was created to spread awareness about the YOUtilities
campaign and app launch. Using consistent hashtags (#YOUtilities, #YOUsave
#YOUconserve #YOUbenefit) will increase awareness of the campaign. Daily posts will
share simple tips, weather updates and suggested A/C temperatures.
Facebook
A new Facebook account was created to spread awareness about the
YOUtilities campaign and app launch. Weekly posts will be made revealing simple tips
and suggestions of how to lower energy consumption. We aspire to have two-way
communication with our followers to ensure interactive customer service.
Brand Ambassador
Our selected brand ambassadors will spread awareness of YOUtilities campaign
through word-of-mouth interaction and social media. Other duties include hosting
seminars for residence halls for future off-campus tenants. Brand ambassadors will
distribute promotional products that reinforce the campaign.
Promotional items
When tenants arrive at our designated apartment complexes and Rivoli Drive
houses, they will be handed a bag filled with promotional items from City of
Tallahassee Utilities. Featured will be a fridge magnet to serve as a reminder in their
kitchen, a comedic light switch plate and an invitation to attend the West10 pool
party.
25. 24
Tweets
OUtilitiesOUtilities
s1
ww ·· RefreshRefresh ·· View allView all
oriesories ·· Find friendsFind friends
my John'smy John's @@jimmyjohnsjimmyjohns
owed byowed by fsuprobzfsuprobz andand othersothers
PromotedPromoted ·· FollowFollow
U National FellowsU National Fellows @@FSU_ONFFSU_ONF
owow
ie's Hairie's Hair @@KatieshairKatieshair
owed byowed by cassidy cobbcassidy cobb andand othoth……
owow
ngenge
eadead PromotedPromoted
AboutAbout HelpHelp TermsTerms PrivacyPrivacy
AppsApps ResourcesResources JobsJobs
usinessesusinesses MediaMedia DevelopersDevelopers
44
TWEETSTWEETS
99
FOLLOWINGFOLLOWING
00
FOLLOWERSFOLLOWERS
YOUtilities
@YOUtilities1
Follow us for tips to conserve energy and save money! Download
FREE app YOUtilities for your conserving needs. YOU save YOU
conserve YOU benefit
City of Tallahassee Utilities · YOUtilities.gov
FOLLOWS YOU
Follow
YOUtilities @YOUtilities1
Setting the AC at 70° F instead of 78° F can double your operating
cost! #yousave #youconserve #youbenefit
Expand
22h
YOUtilities @YOUtilities1
Set your thermostat at 78 degrees or higher during summer months
#yousave #youconserve #youbenefit
Expand
22h
YOUtilities @YOUtilities1
Want to save money on your electric bill? Download the free
#YOUtilities app to find out how #yousave #youconserve #youbenefit
Expand
22h
YOUtilities @YOUtilities1
Did you know, you can turn your lights on/off with our free
#YOUtilities app?
Expand
22h
Search
94,581
FOLLOWING
120, 648
FOLLOWERS
1,982
TWEETSResults for @YOUtilities1
Tweets Top / All / People you follow
ww ·· RefreshRefresh ·· View allView all
riesries ·· Find friendsFind friends
ss @@BigMouthLouuBigMouthLouu
owed byowed by Kyle MeredithKyle Meredith andand otot……
owow
Kayla MaroneyKayla Maroney @@McKaylMcKayl……
owed byowed by Ellen HillEllen Hill andand othersothers
owow
UlifeUlife @@FSUswagFSUswag
owow
gege
PromotedPromoted
eadead
AboutAbout HelpHelp TermsTerms PrivacyPrivacy
AppsApps ResourcesResources JobsJobs
YOUtilities @YOUtilities1
Setting the AC at 70° F instead of 78° F can double your operating
cost! #yousave #youconserve #youbenefit
Expand
30 Mar
YOUtilities @YOUtilities1
Set your thermostat at 78 degrees or higher during summer months
#yousave #youconserve #youbenefit
Expand
30 Mar
YOUtilities @YOUtilities1
Want to save money on your electric bill? Download the free
#YOUtilities app to find out how #yousave #youconserve #youbenefit
Expand
30 Mar
YOUtilities @YOUtilities1
Did you know, you can turn your lights on/off with our free
#YOUtilities app?
Expand
30 Mar
@YOUtilities1
26. 25
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Earlier in 2013
Community
The YOUtilities app allows users to monitor and track their utility usage all while
conserving energy at the same time!
About – Suggest an Edit Photos
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YOUtilities created West 10 Pool Party.
YOUtilities created an event.
4 minutes ago
West 10 Pool Party
September 7
West 10 Apartments in Tallahassee, Florida
· YOUtilities is goingJoin
Like · Comment · Follow Post
YOUtilities
15 hours ago
Download the YOUtilities app for FREE!
The YOUtilities app allows you to control your electricity
when your not home! Forgot to turn the lights off? Do it
from your phone. Want to save on your bill and turn the air
off? Do it from your phone.
Keep track of your monthly usage and start saving your
money!
Like · Comment · Share YOUtilities
15 hours ago
Like · Comment · Share
YOUtilities
15 hours ago
YOUtilities is all about YOU! We want YOU to save YOUR
money, conserve YOUR energy and benefit YOURSELF!
Like · Comment · Share
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27. 26
(front)
YOUtilies app
Download today for FREE!
• Switch your lights on and off
• Change temperature
• Monitor monthly usage
• Receive helpful tips and tricks to
reducing your energy consumption
What the app can do for
U
(back)
Join the party...
• Saturday, Sept. 7 at noon
• West10 pool
• FREE promotional materials
• Pizza and soft drinks provided
U
Print Advertisement/Event Invitation
We will host a pool party at West10 advertising our app and raising awareness
about the City of Tallahassee Utilities brand. We will hand out brand promotional items
such as koozies and light switch plates for their apartments. Throughout the event, we
will announce facts about how to lower consumption in apartments on-site.
Page Events Join Maybe
Saturday, September 7, 2013
Come out to West 10 for all the fun and free promo products!
There will be pizza and drinks for all who come out and join up! After all,
West 10 is the place for pool parties!
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West 10 Pool Party
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West 10 Apartments
2614 W. Tennessee St., Tallahassee, Florida 3…
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28. 27
Promotional Items
•Koozies
Targeted toward college gamedays, koozies will be handed out in late
August when the heat is high. Brand ambassadors will distribute them at
our West 10 pool party.
(front) (back)
Nobody likes
to be left
turned on...
Download our
free app today!
U
29. 28
Promotional Items
•Light switch frame
The comedic light switches are fitted for our target audience to use as a
reminder about their daily consumption. These switches will be distributed
at the West 10 pool party and by our brand ambassadors throughout the
school year.
Nobody likes to be left turned on...
30. 29
Promotional Items
•Refrigerator magnet
In the goody bags handed out on move-in day, City of Tallahassee Utilities
magnets will be given for tenants’ refrigerators. This will serve as a constant
reminder to conserve energy in their homes.
Are YOU
saving?
Monitor your
consumption for free.
Download the
YOUtilities app today!U
32. 31
Billboard
The first billboard created features our social media push by featuring our slogan
“YouSave. YouConserve. YouBenefit.” This advertisement will be placed on the corner
of Tennessee and Monroe Street. Using this slogan, brand logo and social media icons,
City of Tallahassee Utilities is immediately recognized.
YOUsave.
YOUconserve.
YOUbenefit.
U Download free YOUtilities app
33. 32
Billboard
The second billboard will be placed in the college market on Tennessee and
Ocala Street. The message matches the promotional items we will be giving out, which
creates brand recognition. The lamp will be placed outside of the billboard borders
and it will only turn on at night.
Nobody likes
to be left
turned on...
Download free
YOUtilities app
/YOUtilities @YOUtilities1
34. 33
Our Findings
Our research was conducted through a survey distributed among the target
audience. These results can be found on page 33. As members of the target
audience, we have used our own knowledge and feedback from our peers to choose
strategies that would be most effective in achieving our campaign goal.
Survey Questions
1. Do you like saving money?
2. How old are you?
3. What is your gender?
4. How much do you agree with the following statement: “I make a conscious effort
to reduce my electric bill.”
5. Do you live off campus?
6. What type of living facility best describes you?
7. How many roommates do you have?
8. Who pays your utility bill?
9. On average, how much is your utility bill?
10. With 0 being the least and 10 being the greatest, how likely are you to have the
heat on during the colder months?
11. With 0 being the least and 10 being the greatest, how likely are you to have the air
on during the colder months?
12. On average, what temperature do you set your air to?
13. How likely are you to turn off your lights when you leave your home?
14. How likely are you to turn off your lights when you leave a room?
15. How much do you agree with the following statement: “I care about conserving
energy.”
https://fsu.qualtrics.com/SE/?SID=SV_3g8O67NACrV9mCx
35. 34
1.
Do
you
like
saving
money?
#
Answer
Response
%
1
Yes
222
98%
2
No
5
2%
Total
227
100%
2.
How
old
are
you?
3.
What
is
you
gender?
#
Answer
Response
%
1
Male
109
48%
2
Female
118
52%
Total
227
100%
Age
#
of
respondents
18
19
19
45
20
72
21
58
22
27
23
3
24
3
36. 35
4.
How
much
do
you
agree
with
the
following
statement:"I
make
a
conscious
effort
to
reduce
my
electric
bill."
#
Answer
Response
%
1
Strongly
Disagree
8
4%
2
Disagree
32
14%
3
Neutral
57
25%
4
Agree
87
38%
5
Strongly
Agree
43
19%
Total
227
100%
5.
Do
you
live
off
campus?
#
Answer
Response
%
1
Yes
171
75%
2
No
56
25%
Total
227
100%
37. 36
6.
What
type
of
living
facility
best
describes
you?
#
Answer
Response
%
1
house
54
32%
2
large
apartment
complex
66
39%
3
small
apartment
complex
51
30%
Total
171
100%
7.
How
many
roommates
do
you
have?
#
Answer
Response
%
1
0
5
3%
2
1
32
19%
3
2
46
27%
4
3
69
40%
5
4
12
7%
6
5
3
2%
7
6
4
2%
Total
171
100%
38. 37
8.
Who
pays
your
utility
bill?
#
Answer
Response
%
1
I
pay
my
own
utility
bill
54
32%
2
My
parents/guardian
pays
my
utility
bill
87
51%
3
I
split
my
utility
bill
with
my
parents/guardian
21
12%
4
Other
9
5%
Total
171
100%
9.
On
average,
how
much
is
your
utility
bill?
Value
Average
utility
bill
$207.63
39. 38
10.
With
0
being
the
least
and
10
being
the
greatest,
how
likely
are
you
to
have
the
heat
on
during
the
colder
months?
#
Answer
Response
%
0
0
0
0%
1
1
21
12%
2
2
20
12%
3
3
23
13%
4
4
16
9%
5
5
7
4%
6
6
15
9%
7
7
32
19%
8
8
24
14%
9
9
5
3%
10
10
8
5%
Total
171
100%
40. 39
11.
With
0
being
the
least
and
10
being
the
greatest,
how
likely
are
you
to
have
the
air
on
during
the
colder
months?
#
Answer
Response
%
0
0
0
0%
1
1
38
22%
2
2
30
18%
3
3
34
20%
4
4
19
11%
5
5
11
6%
6
6
8
5%
7
7
8
5%
8
8
12
7%
9
9
5
3%
10
10
6
4%
Total
171
100%
41. 40
12.
On
average,
what
temperature
do
you
set
your
air
to?
Average
temperature
(F)
#
of
respondents
65
6
68
7
69
6
70
26
71
8
72
53
73
19
74
28
75
33
76
18
77
3
78
9
79
11
42. 41
13.
How
likely
are
you
to
turn
off
your
lights
when
you
leave
your
home?
#
Answer
Response
%
1
Very
Unlikely
6
4%
2
Unlikely
14
8%
3
Undecided
10
6%
4
Likely
54
32%
5
Very
Likely
87
51%
Total
171
100%
43. 42
14.
How
likely
are
you
to
turn
off
your
lights
when
you
leave
a
room?
#
Answer
Response
%
1
Very
Unlikely
3
2%
2
Unlikely
25
15%
3
Undecided
13
8%
4
Likely
72
42%
5
Very
Likely
58
34%
Total
171
100%
15.
How
much
do
you
agree
with
the
following
statement:"I
care
about
conserving
energy."
#
Answer
Response
%
1
Strongly
Disagree
3
2%
2
Disagree
12
7%
3
Neutral
34
20%
4
Agree
85
50%
5
Strongly
Agree
37
22%
Total
171
100%
44. 43
Evaluation
Once the campaign has been completed, we will measure our success by:
•Measuring Internet interaction of consumer:
oWebsite traffic of youtilities.gov through compete.com/us
oTotal downloads of the YOUtilities app
oHashtag use on Twitter (#YOUtilities)
•Measuring Facebook Insights for page analytics:
oVisitation views
oFacebook “likes”
oNumber of “attendees” to Facebook event
•Counting the number of attendees to West 10 pool party
•Comparing per-unit consumption of chosen residents to see if a
decrease has been made
•Determining effectiveness of how brand ambassadors created
awareness on and off-campus through a survey
