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Gmecdeck

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Gmecdeck

  1. 1. Karla Campbell Heidi Frank Bart Kieschnick Lauren Stanat Krystal Wright
  2. 2. Statement of Purpose • To educate Green Mountain Energy Company on viral marketing and our proposed plan to employ traditional and non-traditional media vehicles.
  3. 3. Agenda • Goals • Media Vision • Viral Marketing • Targets and Competition • Strategies – Viral Delivery – Viral Results • Conclusion
  4. 4. Green Mountain Energy Goals • Education • Awareness • Sales
  5. 5. Media Vision • Par5 will utilize traditional and viral marketing methods to attract customers committed to living a green lifestyle.
  6. 6. What is Viral Marketing? • Goal • Seeding
  7. 7. Cautions • Ad clutter • Difficult to measure • Loss of control
  8. 8. Viral Delivery vs. Viral Results
  9. 9. Viral Delivery vs. Viral Results
  10. 10. Target Audience • 25-44 • Homeowners • Emphasis on women • One or more children under 18 in the home • Well-educated • Higher income
  11. 11. Houston and Dallas Demographics • Total population 3,377,431+ • Households • Family households 722,375 • With children under 18 372,825 • Average Household Size 2.695 • Average Family Size 3.52 • Occupied Housing Units 441,632 • Vacant Housing Units 67,448
  12. 12. Breakdown in Energy Usage Dallas/Ft. Worth Metro Area Houston Metro Area Industrial Residential Residential Industrial 14% 38% 33% 26% Commercial Commercial 48% 41%
  13. 13. Homeowners • Homeowners • Demographics • Green Homeowners • Demographics • Motivation and Concerns • Education
  14. 14. Why Are Consumers Moving?
  15. 15. Media Usage • Online • Television • Print
  16. 16. Competition • Reliant Energy • TXU Energy • Pedernales Energy Co-Operative
  17. 17. Viral Delivery
  18. 18. Online Community • Share thoughts or ideas • Work on common projects • Electronic communication
  19. 19. Online Community • Green Mountain Peak: Growing Green Connections – Editable profile – Ability to share pictures, videos – Newsfeeds – Blogs – Widgets
  20. 20. Widgets • Personalized • Voluntary Interaction
  21. 21. Widgets
  22. 22. YouTube
  23. 23. YouTube Strategies • Educational videos • Consumer videos
  24. 24. Referrals • Refer-a-friend program • Incentives • Key: Give up control
  25. 25. Search Engine Marketing
  26. 26. Reaching Movers • WhiteFence.com • Builders • Storage facilities
  27. 27. Viral Results
  28. 28. Public Displays • Placed in partner office buildings, malls • Direction towards website Visits Watches Shares Sees Display Website Video With Friend
  29. 29. Targeting Schools • Education • Positive public relations Students Parents Friends WOM & WOM & & & Online Teachers Guardians Family
  30. 30. Earth Day Education Program • “Go Green” Ecotivities Toolkit – Activity books – Interactive game – Tchotchke
  31. 31. Conclusion
  32. 32. Questions?

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