GreenovationTV marketing campaign

1. GREENOVATION TV
DIGITAL MARKETING CAMPAIGN
By: Julia Brierton
April 16, 2012

2. BACKGROUND
 Matt and Kelly Grocoff of Ann Arbor, MI began GreenovationTV on
Earth Day in 2009
 Started business by renovating 110 year old home to turn it into a
“Zero Emission Household” (produces more energy than
consumes)
 Uses Youtube and other internet services to provide practical
information in an entertaining way

3. TARGET AUDIENCE
 GreenovationTV has a smaller target market as it is fairly new and is
operated solely by the couple living in the household.
 GreenovationTV’s target audience are homeowners from the age of
25-60
 These ages fit perfectly with the goal of the company to successfully
help people who are able to renovate their homes on their own. Most
people younger than 25 live in apartments where they do not have
much control on their energy output. People between 25-60 yrs old
have the power, wealth and the social responsibility to be able to and
want to alter their home’s energy output.

4. CHALLENGES AND GOALS
 One of the main challenges of Greenovation is the size of the
business and the awareness among the public for it.
 Some goals of the company is to expand their company overall by
amount of employees and their awareness among the public.
Currently the only people aware of the company are extreme
environmentalists, which is a small percentage of the public.
 The theme of this marketing plan will be to increase company
awareness by expanding their already successful social media
presence. We will use these different social media platforms and
internet marketing strategies to increase Greenovation’s success.

5. COMPANY AWARENESS
 Greenovation is only run by the two people who started it and in
order to expand the company, they need to increase the amount
of support they have. They will do this by getting contractors,
scientists and architects to “guest” speak on their website.
 We will also use sponsors to increase the company’s awareness.
We will have TV reporters, celebrities and well known
environmentally friendly businesses promote the company to the
public.

6. SOCIAL MEDIA
 While Greenovation already has a strong presence on the web, it is
important to increase their awareness since the company is based on
Youtube videos.
 For each Youtube video, we will have professionals in the fields of
construction and environmental science guest speak to make people
feel like they are getting real information.
 We will also use Google Adwords to increase SEO. While it costs
money, this will be most effective in increasing the company’s
awareness.
 They also need to have a live feed of their Facebook status updates
as well as Twitter updates.

7. PUBLIC RELATIONS
 Greenovation has a successful marketing strategy for their
PR, however we plan to increase that with the use of our
sponsors.
 We will use our sponsors to help promote the company among
their followers via twitter, their own websites and facebook, which
will help increase the company’s awareness.

8. EVALUATION
 To measure the success of this marketing plan one of the tools we
will use is Google Analytics. We will monitor the traffic to the
website with the goal being an increased amount of visits.
 We will also measure the success of the campaign by the amount
of views on their Youtube videos. Since the TV portion of the
company is based off Youtube, we will base it solely off of their
Youtube channel.
 The other measurement of success is the amount of people that
follow in the company’s footsteps and renovate their own home.
They will then promote that to the public, which will in turn
increase the company’s awareness and success.

9. BUDGET
 The proposed budget for this marketing plan is $25,000. The
company is still in it’s early stages and that’s why we propose a
more modest budget.
 Most of the money will go to paying the guest speakers for the
Youtube videos.
 The rest of the money will go to Google Adwords and PR on news
stations and websites.

10. TIMELINE
 The proposed timeline for this will be effective immediately.
 The marketing plan will be implemented year round with slightly
more presence in the summer since that is when people are more
willing to work on their home.