Creative financing for michigan township officials
Tesla Presentation
1. Tesla
Region 5: - $60,000
●Illinois
●Michigan
●Colorado
Tesla
Tag
Society
Region 5
Matt Houseal
Paige Richards
Stefany Tranchitella
2. Target Market
Model S: $69,900 MSRP
Model X: $132,000
Roadster: $109,000
Gen 3: $32,000
Wealthy, upper-class, male, baby
boomers with incomes over $100,000
Seeking luxury sports car with an
electric motor
Environmentally friendly
Tech savvy
3. Target Market
Tom Rutherford, 48
Employee Communications Director, ABC Inc.
Salary of $176,795
BS and MBA from University of Michigan
Marriage of 21 years with two teenage sons
Frequents health club, country club, and
fine dining establishments
Suburban residence with three-car garage
and vacation house on Lake Michigan
4. Illinois
Capital: Springfield, IL
Population: 12,880,580 citizens
Climate: Midcontinental placement with
hot, humid summers and cool to cold winters featuring 24.6” snow/annually
Median Household Income: $56,797
Income (USD) $100,000 - 125,000 $125,000 - 150,000 > $200,000
Age Range (years) 45-64 45-64 45-64
People 28,982 16,555 21,585
5. Illinois
State boasts 40 shopping malls
4 Tesla Galleries:
Chicago-Highland Park,
Chicago-West Grand Avenue,
Oakbrook Center, and
Skokie-Old Orchard Mall
379 electric charging stations
808 charging outlets
6 SuperChargers
4th lowest gas consumption city nationwide
6. Michigan
Capital: Lansing, MI
Population: 9,895,622 citizens
Climate: Temperate weather with
well-defined seasons and temps of 49 F-72 F
Median Household Income: $51,992
Income (USD) $100,000 - 125,000 $125,000 - 150,000 > $200,000
Age Range (years) 45-64 45-64 45-64
People 436,587 455,719 117,824
7. Michigan
Bill HB5606 was a single amendment to an existing law designed to ensure that
car dealers can add additional fees to the purchase price of all vehicles in MI.
Dealers sought to force Tesla, a company who never had a franchise dealership,
into a body of law solely intended to govern the relationship between a
manufacturer and its associated dealer.
Legislation, yet to be signed into law,
created an effective prohibition against
a Tesla store/informational gallery from
opening in Michigan.
10 charging stations
8. Colorado
Capital: Denver, CO
Population: 5,355,866 citizens
Climate: Known for its geographic diversity,
with snow-covered mountains, arid desert lands and river canyons
Median Household Income: $58,433
Income (USD) $100,000 - 125,000 $125,000 - 150,000 > $200,000
Age Range (years) 45-64 45-64 45-64
People 6,000 3,948 6,731
9. Colorado
20 charging stations
7 SuperChargers
1 Store Gallery: Lone Tree-Park Meadows
In 2011, there were 20 EVs statewide. In 2014,
that number grew to 3,100 electronic vehicles
11. Brand Loyalty - Tesla Tag Society
Join Tesla TS
Receive Official Tesla TS Trading Cards
Recommend or Reference to collect more
Future Car Owner - Tesla TS Trading Card
Visual Displays at Tesla Stores in Malls
13. Tesla Specialty Group License Plates
State Character
Limit
Registration
Fee
Donation
Amount
Same
Plates?
Phrase or
Name?/For
m
Colorado 7 $30 and
3,000 person
petition
$50 No Either
“Form DR
2810”
Michigan 7 $25 $10 No Either
“Plate It Your
Way”
Illinois 6 $25 $10 - $25 Yes Either
“Pick a Plate”
14. Tesla Specialty Group License Plate Ideas
NOHMORE OHMYGSH GAUSSO
WATTUP OFF-GAS BATTMBL
15. Prioritize Your Digital Tactics & Channels
Facebook and Instagram
YouTube ads
PPC
Cost per Acquisition: $1.43
Cost per Click = $0.20
Conversion Rate = 14%
Google Analytics
Key Words
Corporate Website
17. Measuring Results
S - Facebook, Instagram, Google Analytics, YouTube
M - Analytics, Customize target demographic
A - Budget
R - 50,000 viewers in each state
T - 1 year
19. Charities
Trade at Tesla Events
Dream Drives for Kids
Race raillies
es Drive
Alliances
TEG - Colorado
20. Furthering EV Growth
Illinois Governor Bruce Rauner signs “anti-ICEing” bill, which tows & fines fuel-
powered car owners who park in EV charging stations
Supports amendment that creates EV charging stations at federal buildings
Petition to reinstate an Illinois program which allocated $4,000 to owners of
new alternative fuel vehicles
Colorado covers 80% of charger costs and gives $6,000 in CO tax credits
Federal tax credit of $7,500 since January 2010 - present on Model S & Roadster
21. Furthering EV Growth
Michigan offers a $2,500 rebate to drivers who install an at-home charging station
Protest Michigan Governor Rick Snyder and his “Anti-Tesla Bill” (2014)
Support researchers at Kettering University in Michigan who are developing an EV
charger that accepts inputs from solar power to charge battery systems without
fossil fuels
Promote fact that Tesla offers high-level of in-cabin
EMF protection with copper shielding and battery
placement beneath the floor
22. Ways to Reduce EMF Exposure from EV’s
EMF = Electromagnetic Fields EV = Electric Vehicle
❏Clay or Copper can be used to absorb radiation
❏Consumer can buy a magnetic shield product called Giron
❏ Carefully measure your car’s footwells beforehand to know
how much Giron will fully cover that area
❏Driver should be aware of powerlines to limit further exposure
0ur Advertising plan is about SOCIAL MEDIA which our channels focus on that - we are sticking with Tesla tradition of not doing traditional advertising
Facebook, set up for the Locations around Tesla Stores & Galleries, Charging stations; Interest, Age
visually engaging with fb posts
now fb page has over a million followers...more exclusive for TTS
Instagram: Unlimited users at no additional charge, Unlimited data storage at no additional charge, Data accessibility via Excel, Bitly & Klout data enrichments, In-depth Excel reports, Excel-to-web Integration, Stunning PPT presentations, Customizable report themes, Activity alerts
Cost Per Acquisition - acquiring a new customer; Conversion Rate typical of the site; Cost Per Click $.20
PPC - Key Words such as Colorado, Illinois, Michigan, Tesla ---Advertisers chooses a max amount they are willing to pay each time a user clicks on their ad
Google Analytics
real time/ customize dashboard/ organize by traffic types/ referral paths to Tesla/ fb page, etc
Specifying with our Social Media Sources: Facebook, Instagram, Youtube, Google Analytics
Measuring our analytics with Google, Facebook, Customizing our target demographic
Attainable- our budget is $60,000
Reasonable- objective to reach 50,000 viewers in each state
Time- forecasting 1 year to see how our Tesla Society is doing then re-evaluate our structure
ALL social media plan with our Tesla Society- only have to factor a few things into our budget
Youtube - pay as you go or pay per click …. $.20 hoping to reach our target market of 50,000 people in each state brings us to $30,000 spending on Youtube- measuring our results built-in Analytics that make it easy to see how your ad performs.
You can also make adjustments to your ad at anytime, and run multiple ads at once to see which works best; show your ads to specific audiences according to their interests; our can target your video ads to people located in, or who show interest in, a geographic location.
Choose one or more geographic locations that are relevant to your ads. By advertising to the right customers, you can hopefully increase your return on investment (ROI); Audience Retention Report (on computer/mobile);
This data helps advertisers determine viewers' drop-off points during the entire playback.
Metrics= how many views, similar cookies who have viewed our ad, comments, like, dislikes, shares
Instagram - pay for reports and analysis $1,000 per month - 1 year bring us to $12,000 per year
grow, engage, trend with hashtags, followers, interest, relationship management with TS, interactive - seeing other members of society posting
Trading Cards, a company can print $.12 per card, 4 versions of our cards, 1,000 per bundle, is $480 per bundle 4 version 1000 bundle - 30 bundles - 10,000 each state totals in $14,400.00
grand total $56,400 which is just under our $60,000 budget
Our Free Social Media Channels Facebook - goal to achieve followers with visually engaging images; Tesla’s FB page has over 1million followers - extend to our Tesla Tag Society Page; measure results by Page Insights, which shows how many people like our page, amount of views, how many clicks, commented or share posts or page
Google Analytics - free version, by setting up a destination goal we can measure our ROI, we can see which social networks send the most users to our Tesla page, FB page, any tesla blogs, top active pages, top keywords
By setting up a Destination goal, you can measure ROI using your Google Analytics. You’ll be able to see which traffic sources and social networks send the most users to your website who complete a goal. You’ll be able to see which countries users who convert live in, and much more--- Top Keywords, Top Referral, Top Social Traffic, Top Active pages
As a non-profit we will engage in charities- partnering with children’s hospitals to get a ride in a Tesla, Dream Drivers for Kids, this was done in Portland this year and the kids and families loved it and enhanced Tesla name
Race Rallies and Tes (play on words) Drive, for our target that wish to aspire to buy a Tesla one day then drive on at one of these race tracks, which a Tesla fan would make a donation to one of the Children’s Hospital and can enjoy their ride
At BOTH events, able to have Tesla Tag Society members to come and compare trading cards, give some out to people to aspire to have their own Tesla one day
ALLIANCE with environmental groups in each state to focus on how much the Tesla helps the environment,
TEG (The Environmental Group) Formed in 1990,is a 501c3 non-profit environmental organization in Colorado. Located in the foothills of the Front Range, spanning Jefferson, Gilpin and Boulder Counties, TEG works to protect the natural lands and resources of the region from environmental degradation.We focus on creating discussion and on-the-ground actions for a livable Colorado, and we work with environmentally-minded citizens and groups statewide to preserve this magnificent state.
Illinois, Energy-Water-Environment Sustainability Program
supporting sustainable solutions for the exploration, production, delivery and use of energy, and their intersection with water and the natural and built environment. The EWES program enables students interested in a cross-disciplinary civil and environmental engineering education to earn a degree that focuses on integrating scientific principles, engineered processes, and systems analyses to address diverse challenges related to society's growing energy needs and their nexus with water and the environment. The program also seeks to stimulate research among traditional areas of civil and environmental engineering with students working in multi-disciplinary teams to develop sustainable solutions to meet the present and future energy and water needs of society.
First bidirectional power source
http://www.cheatsheet.com/automobiles/5-incentives-for-electric-vehicle-and-plug-in-hybrid-buyers.html/?a=viewall
http://pluginsites.org/category/legislation/
http://www.dmv.org/mi-michigan/green-driver-state-incentives.php
