This document provides background information and context for the 50th anniversary celebration of Obafemi Awolowo University in Nigeria. It discusses the university's history, including its establishment in 1962. It outlines the essence and vision for the anniversary, which is to audit the university's progress over 50 years and ensure it achieves its original goals of being a world-class institution that ranks among the top 50 globally. The document also presents sample world university ratings systems to illustrate what rankings OAU aims for. Finally, it proposes several themes for the anniversary, focusing on aspirations to further achieve educational excellence.
Teddy Grahams is celebrating its 25th anniversary with an integrated marketing communications plan. The plan aims to increase brand awareness and loyalty through a campaign targeting young mothers. Strategic decisions include positioning Teddy Grahams as a nostalgic part of childhood. Tactics include "Teddy Bear Picnics" across Canada to promote the brand through advertising, promotions, public relations, and social media. The message conveys that Teddy Grahams are fun and help create happy memories and a complete childhood experience.
The document outlines a media plan for the Portland Children's Museum created by Black Market Media. It identifies the target audience as females aged 25-49 with children, living in the Portland metro area. The plan recommends radio, magazine, outdoor, and internet advertising. It provides details on the specific media outlets, proposed ad sizes and durations, estimated impressions, and projected costs. The goal is to increase awareness of the museum and drive ticket sales, focusing advertising in January around the opening and again in June during the start of summer.
Social Media Strategy for Tropical Smoothie CaféNicole Vecchio
A thorough social media strategy and plan for Tropical Smoothie Café. Covers everything from social media audit to the results after the new strategies and tactics have been implement for a month. Includes all information on the brand's social media platforms.
Portland Children's Museum Media Plan Example Michael Goswick
The proposed advertising campaign aims to increase attendance and membership at the Portland Children's Museum. It targets women ages 25-49 living in Portland and surrounding areas. The media mix includes a MAX train wrap from May to July, radio ads on morning and evening commutes, online Google AdWords, and print ads in two parenting magazines. The rollout is estimated to reach about 50 people with a frequency of 9, while the 12-month campaign aims to reach 86 people with a frequency of 13. The total budget is $200,000.
This 3 sentence summary provides the key details about the Portland Children's Museum media plan:
The plan outlines advertising strategies across television, radio, print, and online mediums to generate awareness of the museum's reopening at its new location and increase visitor numbers over the coming year, with a total budget of $200,000 that will be spent gradually over multiple campaigns reaching over 7 million people through various channels. The goal is to transform perceptions of the museum from a secondary activity to a primary destination for Portland area families.
This document discusses market segmentation and buyer behavior. It begins by introducing market segmentation as dividing the overall market into smaller subgroups with similar tastes, demands, and preferences. The need for market segmentation is then outlined, including helping marketers understand target audiences and devise effective marketing strategies. Several types of market segmentation are also defined, such as geographic, demographic, behavioral, and psychographic segmentation. The document then discusses factors that influence buyer behavior for both consumers and organizations. It provides examples of how Hallmark and TVS Motors apply an understanding of markets and buyers. In conclusion, it emphasizes the importance of market segmentation and addressing target audiences' specific needs.
Brand Box 3 - Know Your Consumers - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 3 - Know your consumers 2. Actions from insights 3. Know your consumers 4. Apple - Think different 5. Insights 6. Insight vs. Information 7. Insight gleaned 8. Why are insights important 9. The Pareto principle 10. Finding the outstanding results 11. The Standford prison system experiment 12. The Standford prison system experiment cont... 13. RTA "Pinky" Campaign 14. RTA "Pinky" Campaign cont... 15. Consumer Segmentation: Useful tools 16. Maslow's heirarchy of needs 17. 7 Levels of organisational consciousness 18. Cone of learning 19. Why target a consumer segment 20. Targeting and spillage 21. Key benefits of market segmentation 22. Market segmentation 23. Loyalty segmentation 24. Loyalty and relationship index 25. Generations through the ages 26. Baby boomers 27. Generation X 28. Generation Y 29. Generation Net 30. Generation C 31. Consumer 2.0 32. Customisation 33. The long tail 34. Segmentation methods 35. Who are we creating value for? 36. Segmentation: How is it done? 37. Segment examples 38. Adoption of innovation model 39. Common segmentation methodologies & models 40. Mosaic segmentation 41. geoTribes 42. Nielsen: Panorama 43. Roy Morgan segments: ASTEROID 44. Customer conversion 45. Marketing funnel 46. Purchase path 47. Conversion strategy 48. Case study: Joe Girard 49. Joe Girard cont... 50. Research: Angles and Issues 51. Bill Bernbach 52. Henry Ford 53. trendwatching.com 54. Roles of research 55. Research and ethnography 56. Different segmentation for different purposes 57. Decision making 58. Research strategies 59. Research can confuse you! 60. Case study: Coca-Cola 61. The tipping point 62. The tipping point cont... 63. The tipping point cont... 64. Pricing 65. Pricing strategies 66. Progression of commoditisation 67. Elements of pricing 68. Pricing elements 69. Pricing elements cont... 70. The strategy and tactics of pricing 71. Reference price 72. Reference price cont.. 73. Adapting to a changing environment 74. Price metrics 75. Marketing success through differentiation 76. Pricing mechanisms 77. Insight and segmentation tools 78. The "Big Questions" for stimulation 79. 24 Secondary questions 80. The top 4 81. Interrogate your consumer 82. Customer profile page 83. Benefits vs. problems 84. Benefits vs. problems cont... 85. Picture profiles 86. Pen portraits of target markets 87. Mind snapshot 88. Insight windows 89. Insight links 90. Customer journey audit 91. Experience engineering 92. Value your existing customers
This document provides background information and context for the 50th anniversary celebration of Obafemi Awolowo University in Nigeria. It discusses the university's history, including its establishment in 1962. It outlines the essence and vision for the anniversary, which is to audit the university's progress over 50 years and ensure it achieves its original goals of being a world-class institution that ranks among the top 50 globally. The document also presents sample world university ratings systems to illustrate what rankings OAU aims for. Finally, it proposes several themes for the anniversary, focusing on aspirations to further achieve educational excellence.
Teddy Grahams is celebrating its 25th anniversary with an integrated marketing communications plan. The plan aims to increase brand awareness and loyalty through a campaign targeting young mothers. Strategic decisions include positioning Teddy Grahams as a nostalgic part of childhood. Tactics include "Teddy Bear Picnics" across Canada to promote the brand through advertising, promotions, public relations, and social media. The message conveys that Teddy Grahams are fun and help create happy memories and a complete childhood experience.
The document outlines a media plan for the Portland Children's Museum created by Black Market Media. It identifies the target audience as females aged 25-49 with children, living in the Portland metro area. The plan recommends radio, magazine, outdoor, and internet advertising. It provides details on the specific media outlets, proposed ad sizes and durations, estimated impressions, and projected costs. The goal is to increase awareness of the museum and drive ticket sales, focusing advertising in January around the opening and again in June during the start of summer.
Social Media Strategy for Tropical Smoothie CaféNicole Vecchio
A thorough social media strategy and plan for Tropical Smoothie Café. Covers everything from social media audit to the results after the new strategies and tactics have been implement for a month. Includes all information on the brand's social media platforms.
Portland Children's Museum Media Plan Example Michael Goswick
The proposed advertising campaign aims to increase attendance and membership at the Portland Children's Museum. It targets women ages 25-49 living in Portland and surrounding areas. The media mix includes a MAX train wrap from May to July, radio ads on morning and evening commutes, online Google AdWords, and print ads in two parenting magazines. The rollout is estimated to reach about 50 people with a frequency of 9, while the 12-month campaign aims to reach 86 people with a frequency of 13. The total budget is $200,000.
This 3 sentence summary provides the key details about the Portland Children's Museum media plan:
The plan outlines advertising strategies across television, radio, print, and online mediums to generate awareness of the museum's reopening at its new location and increase visitor numbers over the coming year, with a total budget of $200,000 that will be spent gradually over multiple campaigns reaching over 7 million people through various channels. The goal is to transform perceptions of the museum from a secondary activity to a primary destination for Portland area families.
This document discusses market segmentation and buyer behavior. It begins by introducing market segmentation as dividing the overall market into smaller subgroups with similar tastes, demands, and preferences. The need for market segmentation is then outlined, including helping marketers understand target audiences and devise effective marketing strategies. Several types of market segmentation are also defined, such as geographic, demographic, behavioral, and psychographic segmentation. The document then discusses factors that influence buyer behavior for both consumers and organizations. It provides examples of how Hallmark and TVS Motors apply an understanding of markets and buyers. In conclusion, it emphasizes the importance of market segmentation and addressing target audiences' specific needs.
Brand Box 3 - Know Your Consumers - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 3 - Know your consumers 2. Actions from insights 3. Know your consumers 4. Apple - Think different 5. Insights 6. Insight vs. Information 7. Insight gleaned 8. Why are insights important 9. The Pareto principle 10. Finding the outstanding results 11. The Standford prison system experiment 12. The Standford prison system experiment cont... 13. RTA "Pinky" Campaign 14. RTA "Pinky" Campaign cont... 15. Consumer Segmentation: Useful tools 16. Maslow's heirarchy of needs 17. 7 Levels of organisational consciousness 18. Cone of learning 19. Why target a consumer segment 20. Targeting and spillage 21. Key benefits of market segmentation 22. Market segmentation 23. Loyalty segmentation 24. Loyalty and relationship index 25. Generations through the ages 26. Baby boomers 27. Generation X 28. Generation Y 29. Generation Net 30. Generation C 31. Consumer 2.0 32. Customisation 33. The long tail 34. Segmentation methods 35. Who are we creating value for? 36. Segmentation: How is it done? 37. Segment examples 38. Adoption of innovation model 39. Common segmentation methodologies & models 40. Mosaic segmentation 41. geoTribes 42. Nielsen: Panorama 43. Roy Morgan segments: ASTEROID 44. Customer conversion 45. Marketing funnel 46. Purchase path 47. Conversion strategy 48. Case study: Joe Girard 49. Joe Girard cont... 50. Research: Angles and Issues 51. Bill Bernbach 52. Henry Ford 53. trendwatching.com 54. Roles of research 55. Research and ethnography 56. Different segmentation for different purposes 57. Decision making 58. Research strategies 59. Research can confuse you! 60. Case study: Coca-Cola 61. The tipping point 62. The tipping point cont... 63. The tipping point cont... 64. Pricing 65. Pricing strategies 66. Progression of commoditisation 67. Elements of pricing 68. Pricing elements 69. Pricing elements cont... 70. The strategy and tactics of pricing 71. Reference price 72. Reference price cont.. 73. Adapting to a changing environment 74. Price metrics 75. Marketing success through differentiation 76. Pricing mechanisms 77. Insight and segmentation tools 78. The "Big Questions" for stimulation 79. 24 Secondary questions 80. The top 4 81. Interrogate your consumer 82. Customer profile page 83. Benefits vs. problems 84. Benefits vs. problems cont... 85. Picture profiles 86. Pen portraits of target markets 87. Mind snapshot 88. Insight windows 89. Insight links 90. Customer journey audit 91. Experience engineering 92. Value your existing customers
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
The document discusses trends and predictions for the future of viewing in 2023. Key points include:
- Streaming platforms are diversifying their business models to include both subscription and ad-supported options due to inflation and consumer cost-cutting.
- Advertiser demand for TV advertising remains high but supply is constrained, driving up prices. Media agencies will need a more holistic planning approach across linear and online video.
- Winners in 2023 will strike the right balance between video-on-demand (VOD) and linear viewing through windowing strategies, moving away from all-at-once content releases. Consumers are more accepting of ad-supported tiers from streaming services to lower costs.
Pond's men brand extension abhinav anand pgp30297_brand managementSameer Mathur
Hindustan Unilever launched Pond's Men, a facial cleanser for men, to capitalize on the fast growing men's grooming category. Pond's was previously seen as a feminine brand. Pond's Men contains coffee bean extracts and menthol to recharge tired skin. It is competitively priced between mass and premium segments. Hindustan Unilever will promote Pond's Men through TV, online ads and events, targeting young urban professionals. Pond's Men positions the brand as a contemporary cleanser that refreshes skin for busy lifestyles. Hindustan Unilever hopes this brand extension will increase Pond's market share in the skincare category.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
Comprehensive report on One Plus Brand which includes detailed website audit, social media benchmarking, value proposition, customer journey, POEM framework, target customers, buyer persona and KPI's used to track campaigns of One Plus brand
Dove launched its "Campaign for Real Beauty" in 2006 with a Super Bowl ad showing a diverse range of women without traditional photoshopping or airbrushing. The campaign aimed to redefine narrow beauty standards influenced by media and advertising. A 2005 Dove study found that most women felt media set unrealistic beauty standards and that their own bodies disgusted them. Through the campaign, Dove communicated that real beauty comes in many shapes, sizes, and ages, differentiating itself from other brands promoting unrealistic ideals. While also an effective marketing strategy, Dove claimed the campaign was meant to truly improve women's self-esteem and body image.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
This document discusses building meaningful brands through the Millward Brown Brand Philosophy framework. It emphasizes that meaningful brands which are perceived as different and salient by consumers can command higher market share and price premiums. The framework uses metrics like Power, Premium and Potential to predict brand performance. It also highlights how mobile surveys can provide high quality insights by better representing consumers in an increasingly digital world.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy.
Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
This document provides an analysis of potential new product opportunities for Lay's brand of potato chips. It examines the concept of Veggie Chips, proposing a line of baked organic chips made from vegetables. Consumer research is presented, finding moderate purchase interest but unfavorable associations with healthiness. The recommendation is to conduct more research to improve positioning. Potato Skins are also analyzed, proposed as a frozen stuffed potato product. Again, consumer research finds moderate interest levels. Metrics like potential sales and market fit are presented for both concepts. The document evaluates the opportunities and recommends further developing the positioning of Veggie Chips before launch.
This document provides tips for app marketing strategies, including engaging an online presence on social media and forums to promote an app idea. It advises analyzing competitors to understand the market and review what users like and complain about. The document also makes recommendations around monetization options, pricing, naming, design, gaining reviews and feedback, and spreading awareness of the app.
The document provides an overview of factors that impact marketing returns and what they mean for marketers. It discusses four key factors: optimizing budgets, proving effectiveness, understanding audience reach, and evaluating new media. The document examines each factor in detail through case studies and research findings. It aims to help marketers better understand what influences returns on investment, how to measure related metrics, and tactics to improve returns so campaigns are optimized.
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Entering a New Market - Example PowerPoint presentationAaron Fisher
This is a mock presentation based on the theory that P&G wanted to enter a new market with one of their existing product lines. The new market is Canada and the product line is Luvs diapers.
SolarCity is analyzing expanding its solar energy operations internationally. Of the countries considered, Brazil presents the highest growth potential due to its large energy demands, emerging middle class, and government support for renewable energy through tax incentives. Expanding into Brazil's growing residential and commercial markets could provide new revenue streams for SolarCity while helping address Brazil's high electricity costs and increasing energy needs in a sustainable way. Risks include potential government corruption and regulatory hurdles. Overall, Brazil appears to be SolarCity's best option for an initial international expansion.
SolarCity is a national leader in clean energy services operating in 14 states and Washington D.C. Their mission is to make the switch to solar energy simple for customers by installing high-quality systems and providing affordable alternatives to monthly utility bills. They take a full-service approach from design to installation and live monitoring. This approach along with technological advances has helped SolarCity successfully grow to serve over 25,000 customers and establish 25 local operating centers while reducing the cost of clean energy.
You can now download the presentation directly from Slideshare.
*Disclaimer this is just my imaginary example of a Comms Plan for the Puma work and not the actual strategy that was created by Droga5 for Puma. I had nothing to do with that plan and am just a fan of their work.
What is Comms Planning? is a presentation that provides a clear answer of the role of the Comms Planner within an Advertising Agency. I use the example of the Puma Social campaign to prove the point.
This document outlines an integrated marketing communications plan for Red Bull to become the number one energy drink brand in the Korean market. It includes a situational analysis of the Korean energy drink market and Red Bull's position. A SWOT analysis and STP segmentation are presented. Integrated marketing objectives aim to increase market share among workers aged 30-50. The plan allocates budgets across advertising, sales promotion, public relations, events, and sponsorships with strategies like product placements, sampling events, sweepstakes, debates, and sports/e-sports sponsorships.
The document discusses trends and predictions for the future of viewing in 2023. Key points include:
- Streaming platforms are diversifying their business models to include both subscription and ad-supported options due to inflation and consumer cost-cutting.
- Advertiser demand for TV advertising remains high but supply is constrained, driving up prices. Media agencies will need a more holistic planning approach across linear and online video.
- Winners in 2023 will strike the right balance between video-on-demand (VOD) and linear viewing through windowing strategies, moving away from all-at-once content releases. Consumers are more accepting of ad-supported tiers from streaming services to lower costs.
Pond's men brand extension abhinav anand pgp30297_brand managementSameer Mathur
Hindustan Unilever launched Pond's Men, a facial cleanser for men, to capitalize on the fast growing men's grooming category. Pond's was previously seen as a feminine brand. Pond's Men contains coffee bean extracts and menthol to recharge tired skin. It is competitively priced between mass and premium segments. Hindustan Unilever will promote Pond's Men through TV, online ads and events, targeting young urban professionals. Pond's Men positions the brand as a contemporary cleanser that refreshes skin for busy lifestyles. Hindustan Unilever hopes this brand extension will increase Pond's market share in the skincare category.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
The document outlines a customer journey map for Dove products, identifying key stages in a customer's experience from awareness to purchase to ongoing use. It analyzes Dove's target demographics and online and offline touchpoints. Accompanying the map are questions about improving the customer experience and addressing potential barriers during the research and purchase stages.
Comprehensive report on One Plus Brand which includes detailed website audit, social media benchmarking, value proposition, customer journey, POEM framework, target customers, buyer persona and KPI's used to track campaigns of One Plus brand
Dove launched its "Campaign for Real Beauty" in 2006 with a Super Bowl ad showing a diverse range of women without traditional photoshopping or airbrushing. The campaign aimed to redefine narrow beauty standards influenced by media and advertising. A 2005 Dove study found that most women felt media set unrealistic beauty standards and that their own bodies disgusted them. Through the campaign, Dove communicated that real beauty comes in many shapes, sizes, and ages, differentiating itself from other brands promoting unrealistic ideals. While also an effective marketing strategy, Dove claimed the campaign was meant to truly improve women's self-esteem and body image.
Social Beat - India's fastest growing independent digital marketing agencySocial Beat
Founded in 2012, Social Beat is India's fastest growing independent digital marketing solutions company, enabling businesses to build their brands and achieve business results via the digital medium. They manage 2% of digital media investments that happen in India.
Social Beat is a Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Mumbai and Delhi. Our expertise with video content, as well as platforms such as Influencer and 22 Languages makes us the ideal digital marketing solutions partner for brands and businesses as they seek to engage with audiences in both urban and rural markets The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of retail, fmcg, consumer apps, real estate, BFSI, ecommerce and healthcare, Social Beat has 50+ marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, Khata Book, Kangaroo Kids, Khadims, mFine, Swiggy, Klay Schools, Shop101, Chumbak, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Rummy Culture, Casagrand, Bewakoof.com, Neuberg Diagnostics, Tata Mutual and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
Website: https://www.socialbeat.in/
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
This document discusses building meaningful brands through the Millward Brown Brand Philosophy framework. It emphasizes that meaningful brands which are perceived as different and salient by consumers can command higher market share and price premiums. The framework uses metrics like Power, Premium and Potential to predict brand performance. It also highlights how mobile surveys can provide high quality insights by better representing consumers in an increasingly digital world.
This document discusses key marketing concepts like consumer insight, brand positioning, brand idea, and brand communication idea. It provides definitions and explanations of each concept. Consumer insight is defined as the underlying behaviors, motivations, pain points and emotions of consumers. Different types of consumer insights are needed at different stages of developing the brand positioning, brand idea, and brand communications idea. Real-life examples from Vietnamese brands are also provided to illustrate how consumer insights can inform the development of brand fundamentals.
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy.
Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
This document provides an analysis of potential new product opportunities for Lay's brand of potato chips. It examines the concept of Veggie Chips, proposing a line of baked organic chips made from vegetables. Consumer research is presented, finding moderate purchase interest but unfavorable associations with healthiness. The recommendation is to conduct more research to improve positioning. Potato Skins are also analyzed, proposed as a frozen stuffed potato product. Again, consumer research finds moderate interest levels. Metrics like potential sales and market fit are presented for both concepts. The document evaluates the opportunities and recommends further developing the positioning of Veggie Chips before launch.
This document provides tips for app marketing strategies, including engaging an online presence on social media and forums to promote an app idea. It advises analyzing competitors to understand the market and review what users like and complain about. The document also makes recommendations around monetization options, pricing, naming, design, gaining reviews and feedback, and spreading awareness of the app.
The document provides an overview of factors that impact marketing returns and what they mean for marketers. It discusses four key factors: optimizing budgets, proving effectiveness, understanding audience reach, and evaluating new media. The document examines each factor in detail through case studies and research findings. It aims to help marketers better understand what influences returns on investment, how to measure related metrics, and tactics to improve returns so campaigns are optimized.
As a Marketing Strategist, these days, you cannot afford to lose out on the upcoming trends. To stay ahead of the competition, adopt and integrate influencer marketing in your overall marketing strategy.
Entering a New Market - Example PowerPoint presentationAaron Fisher
This is a mock presentation based on the theory that P&G wanted to enter a new market with one of their existing product lines. The new market is Canada and the product line is Luvs diapers.
SolarCity is analyzing expanding its solar energy operations internationally. Of the countries considered, Brazil presents the highest growth potential due to its large energy demands, emerging middle class, and government support for renewable energy through tax incentives. Expanding into Brazil's growing residential and commercial markets could provide new revenue streams for SolarCity while helping address Brazil's high electricity costs and increasing energy needs in a sustainable way. Risks include potential government corruption and regulatory hurdles. Overall, Brazil appears to be SolarCity's best option for an initial international expansion.
SolarCity is a national leader in clean energy services operating in 14 states and Washington D.C. Their mission is to make the switch to solar energy simple for customers by installing high-quality systems and providing affordable alternatives to monthly utility bills. They take a full-service approach from design to installation and live monitoring. This approach along with technological advances has helped SolarCity successfully grow to serve over 25,000 customers and establish 25 local operating centers while reducing the cost of clean energy.
From Drive Oregon's September networking event, "Driving on Sunshine: Market Opportunities at the Intersection of Electric Vehicles and Solar Power"
Presented by Keith Knowles, Regional Sales Manager in Oregon at SolarCity
MyPower is SolarCity's new solar loan product that allows customers to own their solar system with no down payment. Through MyPower, customers purchase a solar system and enter into a 30-year loan agreement with SolarCity at an interest rate of 4.5-5%. Key benefits include low interest rates, long loan terms that match the system life, no lien on the home, and repayment based on energy production. The loan can be paid down over time and customers keep the tax credits. For SolarCity, MyPower expands the addressable market and provides long-term contracted cash flows.
SolarCity is acquiring Silevo, a manufacturer of high-efficiency solar modules, for $200 million upfront plus potential earn-outs of up to $150 million. Silevo uses a proprietary Triex tunneling junction technology to produce solar cells with 24% efficiency while keeping costs competitive. This vertical integration will make SolarCity the most integrated solar company, controlling modules, manufacturing, financing, installation and energy sales. The acquisition supports SolarCity's strategy of achieving unsubsidized solar costs below fossil fuel prices through best-in-class technology.
Bring Solar Home Campaign for DOE Solar America Cities ConferenceSolar San Antonio
An overview of the Bring Solar Home campaign by Solar San Antonio's executive director, Lanny Sinkin, at the DOE's Solar America Cities Conference 2011 in Philadelphia.
Bring Solar Home campaign results by Solar San AntonioSolar San Antonio
The document provides details about the results of a beta test of Solar San Antonio's initiative to help homeowners install solar panels. It includes statistics on the number of solar panel installations through the program, how participants heard about the program, why some homeowners did not go solar, and rebate information. It also outlines the contract details and changes for solar installers participating in the program. Finally, it describes how the SalesForce software will be used to track leads and organize data for the program.
Thank you for the insightful presentation on First Solar and the solar energy sector. I appreciate you taking the time to provide such a thorough analysis.
The document discusses introducing non-vegetarian pickles into the market. It begins by providing background on pickles in Indian cuisine. It then discusses the company "Non-Veg Flavors" which produces quality non-veg pickles. Market research found potential for the product's growth. The document outlines the company's mission, product varieties, target audiences, competitors, strengths, weaknesses and opportunities. Customer surveys showed interest in non-veg pickles if available. Data analysis of surveys supported the product's market potential. The document concludes by discussing implementing the product in select shops.
MonMaps is for people enthusiastic about travelling: it is an enriched experience in passing local knowledge, such as favourite points of interest, recommended tours or hidden treasures.
As we like to say, MonMaps “lets your friends see the city through your eyes”, thanks to eye-catching maps made by you, with your customised content, styles and themes.
Get creative and share your Must-See places with the people you care about.
El documento describe las actividades de un día de observación y práctica docente de un estudiante normalista en una escuela secundaria. El estudiante observó clases de computación y ciencias. También ayudó a otras practicantes a preparar una decoración para el Día de las Madres cortando y pegando letras de felicitación.
El documento proporciona información sobre la historia y tecnología de las cámaras digitales. Explica que la fotografía digital existe desde las misiones lunares de los años 60, pero su uso más amplio comenzó en los 90. Describe las ventajas de las cámaras digitales sobre las convencionales como la capacidad de editar imágenes y reproducirlas sin pérdida de calidad. También cubre conceptos como megapíxeles, formatos digitales y factores a considerar al elegir una cámara.
Este documento describe un sistema de marketing boca a boca llamado "Sistema BocaBoca" para promover las compras en un supermercado en línea. Los agentes pueden ganar comisiones recomendando el supermercado a otros y recibiendo un porcentaje de sus compras. El sistema ofrece varios bonos como recompensas por lograr ciertos niveles de ventas a través de la red de recomendaciones.
El documento explica la diferencia entre pasar parámetros por valor y por referencia en C++. Los parámetros por valor reciben una copia del valor del argumento, por lo que los cambios no afectan al argumento original. Los parámetros por referencia reciben la dirección de memoria del argumento, por lo que los cambios realizados dentro de la función sí afectan al argumento original.
GfM Research Series: Successful Marketing in a Digital WorldChristoph Spengler
How can we control and target our marketing
during the digital transformation based on a firm
foundation for planning and decision-making?
Traditional methods and measurement tools run up
against their limits when trying to create a comprehensive
picture of customer behavior in a multichannel
world. At most they only show a small slice
of reality – and they are unable to capture very much
of new developments. Questions like: “What touchpoints
do customers really use?” and “How important
are these?”, remain unanswered.
Measurable and comparable touchpoint
management helps managers maintain an
overview and take decisions faster.
Ravi Parkash is an experienced front office executive seeking a challenging position to increase efficiency and productivity. He has in-depth knowledge of hospitality processes and controls from working at the 3-star Hotel Rivoli for over 10 years. His core competencies include consistently achieving service level agreements and exceeding guest expectations. He is an excellent team player with good communication skills in English, Hindi, and Punjabi.
This document provides tips for sending effective business-to-business emails. It recommends sending emails between Tuesday and Thursday during typical working hours to avoid appearing as spam. It also suggests spreading emails out over multiple days rather than sending all at once, using varied subject lines and content, customizing messages for specific audiences, and following up on emails immediately.
El documento describe la situación actual del Museo Nacional Aeronáutico y del Espacio en Chile, el cual sufre de falta de espacio físico y presencia arquitectónica. Se analizan referentes internacionales y se propone un nuevo modelo de gestión y organización funcional que involucre a la Fuerza Aérea de Chile y una fundación privada para mejorar la difusión cultural y financiamiento del museo.
This document summarizes the key findings of the report "Solar Means Business 2013: Top U.S. Commercial Solar Users" which ranks the top 25 U.S. companies by installed solar capacity. It finds that these 25 companies have installed over 445 MW of solar PV across over 950 facilities in 30 states and Puerto Rico. This reflects significant growth from the previous year's report. The document also provides breakdowns of leading solar users by industry sector, including top retailers, auto manufacturers, food companies, and health and beauty companies. It concludes that solar has become an attractive investment across many industries as it allows companies to reduce energy costs and gain price stability.
Running head:MARKET ANALYSIS 1
MARKET ANALYSIS2
Market Anlalysis
Student’s Name
IInsitutional Affiliation
Table of Contents
Introduction2
3. US market analysis2
3.1. Marketing research2
3.2 Marketing size and growth3
3.3 Market trends4
3.4 Customer Analysis5
Conclusion7
References8
Introduction Comment by Sandra Ducoffe: You will not need this intro in your final plan.
Market analysis is determined to be the qualitative and quantitative assessment of a market based on various aspects. However, the primary aim of the paper is to conduct US market analysis by determining the size, growth, and trend of the market along with customer analysis. 3. US market analysis 3.1. Marketing research
US market has experienced steady growth for five years to 2019 by increasing growth in internet advertising expenditure along with research and development. It provides dynamic and efficient opportunities for companies to operate a business in the US. The US market is the largest consumer market across the world, which possesses the potential to attract a considerable consumer base by fulfilling their needs. As a result, it helps most of the companies to increase their sales volume. While preparing products or services, companies in the US focus on the quality, needs, and expectations of the consumers (Hatheway, Kwan & Zheng, 2017). However, through increasing variety and lowering the cost of the products, the US market provides various advantages to its consumers. It determines consumer behavior by acknowledging that the majority of customers like cool brands. Operating in the US market, companies are required to follow specific regulations like licensing duties and customs regulations along with Consumer Data Privacy Laws. According to the US Department of Energy, solar energy is more prevalent, accessible and affordable than before. Solar-friendly laws have widely contributed to the growth of the solar industry in the US. The list of federation laws are:
Department of Energy Organization Act of 1997: The purpose of this Act is to ensure America’s prosperity and security by addressing its energy, nuclear and environmental challenges through technology solutions and transformative science.
The Federal Power Act of 1935: It coordinates the development of hydroelectric projects in US more effectively.
Federation Energy Regulatory Commission (FERC) Orders 890 and 1000: It transmits the provider’s requirement to organize transmission planning at the local and regional level. It provides flexibility to methods of cost distribution of transmission upgrades.
FERC order 2006: Its purpose is to address interconnection standards for small generators.
Energy Policy Act of 2005: This law focuses towards promoting energy self-sufficiency and improvements in US. It also includes considerable changes in interconnection legislation.
FERC Orders 819 and 827: This provision deals with the sale of primary frequency response services by sellers at market.
Please complete answers the questions below highlighted in red for.docxstilliegeorgiana
Please complete answers the questions below highlighted in red for the SWOT, PESTEL and PORTER analysis. The company is Canadian Solar. I need this completed by Wednesday, December 4 at 12:00 noon Washington DC in the United States.
Strengths
1.Canadian Solar Inc. was built on a very solid brand portfolio. This brand portfolio has given the Company a solid reputation in the marketplace to introduce and generate new solar products. (Shah, 2017). Consequently, a superb performance from marketing new products has gained the Company’s trust and loyalty among the customers. As a result, trust and loyalty are two of the Company’s most vital strengths.
What is about Canadian Solar product’s give them an advantage over those of their competitors?
2. Canadian Solar Inc. does not experience blockchain supply challenges. The value of adopting blockchain technology for the Company has the potential to connect different ledgers and data points while maintaining data integrity among multiple participants. (Marr, 2018). Accordingly, the properties of transparency and immutability of blockchain technology is useful for eliminating fraud in the supply chain and maintaining the integrity of the system. The Company’s supply chain is efficient, which reduces extra costs and dramatically increases revenue. Moreover, the Company’s blockchain process strengthens and guarantees secure transactions, relationships with other suppliers and other supply chain, partners.
How does this translate into an advantage over their competitors?
Weaknesses
3. Although Canadian Solar Inc. has a strong brand portfolio, the Company’s brand is not fully advertised. Despite having a large market, the Company needs to develop a more prominent strategy to promote more products.
Based on what? Are their competitors promoting their products more actively? Show examples.
4. The Company has a bad reputation associated with environmental conservation.
Provide example.
5. Canadian Solar Inc. also faces high attrition among workers in some parts of the organization. Additionally, this high attrition rate has enhanced spending compared to the Company’s competitors. (Nappinnai, 2013). As an effort to sustain their position in
society and the market, the Company should hire and retain qualified employees.
What is their rate relative to the rest of the industry?
6. Canadian Solar Inc. is experiencing a lack of cash flow, which has led to unnecessary borrowing. Purchasing property as oppose to renting, will help the Company with the cash flow issues and allow them additional funds to allocate towards the introduction of new products, technology and improved operations.
Example of how this situation is impacting them?
7. Compared to First Solar, JinkoSolar, SunPower, Canadian Solar Inc. has not invested in Research and Development (R&D) in over two years. Moreover, the organization still relies heavily on past research. Further, the Company is not growing at a ste ...
This document provides an analysis of an investment opportunity in PROJECT DUTY, a company that provides portable toilet rentals and septic tank cleaning services concentrated in the Bakken oil fields of North Dakota. It finds that PROJECT DUTY benefits from strong population growth and oil industry activity in the region. While there is some risk from customer concentration, expanding into new areas could mitigate this. Financial projections show the potential for profitable growth and returns, especially if revenue increases beyond current levels by expanding service areas.
This document provides an overview of business opportunities in the solar industry. It discusses specific industry sectors like selling solar products, developing solar projects, and providing services. It also covers solar terminology, leading manufacturers, and emerging technologies. The document aims to educate readers on the growing solar market and various ways one can start a solar-related business.
RUNNING headTEAM 2 MARKETING PLAN SHELL2Team 2 Marketing Pl.docxjeffsrosalyn
RUNNING head:TEAM 2 MARKETING PLAN SHELL 2
Team 2 Marketing Plan SHELL 10
TEAM 2 MARKETING PLAN SHELL
CANADIAN SOLAR INC.
MBA640 – Innovation Through Marketing and Technology
Executive Summary
Situation Analysis
Company Overview
Canadian Solar Inc. (Canadian Solar) is one of the largest manufacturers of solar panels. It is a Chinese Company based in Guelph, Ontario, Canada. According to Bloomberg, the Company is a provider of solar power products, services, and system solutions with operations in North America, South America, Europe, Africa, the Middle East, Australia, and Asia (Canadian Power). The Company was founded in 2001 in Ontario, Canada. Today the Company has successive subsidiaries in 19 countries around the world. China and Canada is where the Company’s manufacturing facilities are located. The Company markets their products to diverse customers in various markets, including Germany, Italy, France, Spain, Czech Republic, China, the US, Canada, Japan, and India. Canadian Solar is headquartered in Guelph, Ontario, Canada.
The Company is listed as CSIQ on the NASDAQ market with reported revenues of (US Dollars) US$3,744.5 million for the fiscal year ended December 2018 (FY2018), an increase of 10.4% over FY2017. In FY2018, the Company’s operating margin was 9.7%, compared to an operating margin of 7.9% in FY2017. In FY2018, the Company recorded a net margin of 6.3%, compared to a net margin of 2.9% in FY2017 (E Trade, 2019).
Canadian Solar employees 12,000 people in 12 different countries, 70% work in China, and of those 30% are female. Canadian Solar has strong employee labor rights in all of their facilities.
Mission
The Company’s vision, as described by Dr. Qu is to foster sustainable development and to make lives better by bringing electricity powered by the sun to millions of people worldwide (Canadian Solar Inc., 2018). Canadian Solar Inc.’s mission is the delivery of clean, safe and affordable solar energy (Canadian Solar Inc., n.d.).
Customers have a choice to invest in a single module or a tailor-made energy solution. In an effort to help those customers make difficult choices, Canadian Solar is dedicated and has made it a mission since their inception, to help customers make changes for the betterment of their lives. Their PV panels are thoroughly tested and proven to work effectively even under harsh conditions. Their dedication to their products and to supporting their customers in over 20 countries also demonstrates attractive bankability for the Company. Their customers can always depend on Canadian Solar Inc. to deliver quality products and are content with showing their buying commitments and devotion to support an exceedingly credible solar energy business.
Product or service description
Canadian Solar Inc. is a leading global provider of solar energy and the man.
Viridian has partnered with SolarCity, America's #1 full-service solar provider, to offer solar power to customers. This partnership allows Viridian associates to expand their business by selling solar in addition to clean energy plans. SolarCity handles all aspects of the solar installation process, allowing associates to focus on sales while customers benefit from SolarCity's expertise. The partnership aims to make clean energy, such as solar power, more accessible and affordable to customers.
Renewable energy, especially solar energy, is experiencing significant growth as a trend according to the document. Companies like Solar City and Viridian Energy have pioneered green energy supply by offering solar panel leasing programs that allow consumers to lower their energy costs while helping the environment. Digital analytics can help these companies better understand customer behaviors and optimize their marketing. The use of renewable energy sources like solar, wind, and hydropower is expected to continue growing due to concerns over climate change, fossil fuel depletion, and rising energy prices.
The document discusses a new product development assignment on developing a solar charger called Solarz. It provides details on the product, including a description and specifications. It discusses the idea generation process, concept testing, and business analysis including strategic decisions, timelines, risks, expected benefits, market size and potential, cost of production, and breakeven analysis. It also outlines plans for test marketing the product, developing a brand strategy, packaging considerations, and launching the product. The overall goal is to introduce an innovative solar charger to the market to address the need for charging mobile devices outdoors.
1. The document discusses corporate venture financing and how it allows corporations to influence complementarity between their products and venture products. Using specialized corporate inputs can help reduce venture marginal costs.
2. It provides an example of Mercom Capital Group, a consulting firm that advises clean energy companies. It summarizes Mercom's report on 2013 global solar funding trends, including a drop in venture capital but rise in overall financing, and discusses some large projects and M&A deals.
3. Mercom invested in India's solar sector despite delays and uncertainty due to the potential for strong growth with supportive policies addressing power needs.
The document discusses the strategic rationale and financial benefits of Tesla acquiring SolarCity. It argues that the acquisition will create an integrated sustainable energy company from energy generation to storage to transportation. It also expects SolarCity to add over $500 million in cash to Tesla's balance sheet over the next 3 years and for the combined company to realize over $150 million in annual cost synergies. The document provides an overview of SolarCity's business model, debt position, and liquidity to argue that the acquisition will be financially beneficial for both companies.
Pivotal Research Group LLC: Madison and wall 3 30-12Brian Crotty
Madison & Wall
A Recurring Review of Topics Affecting Advertising-Supported Media
March 30, 2012
Welcome to Pivotal Research’s “Madison & Wall”. The title refers to our work which
sits at the intersection between the advertising industry and the financial world. We
hope you’ll find these brief notes useful for their contrast to the hyperbole that
pervades much of the chatter at that location.
The document provides an overview of the collaborative economy, which is driven by societal, economic, and technological factors and is disrupting existing business models and institutions. Key points include:
- The collaborative economy enables sharing of goods/services between individuals rather than businesses and customers.
- It is fueled by increased population density, sustainability concerns, a desire for community, and generational attitudes.
- Technologies like social networks, mobile devices, and payment systems facilitate peer-to-peer sharing.
- Areas like transportation, products/apparel, hospitality, and office rental have seen disruption as customers transact directly.
This document explores sustainable funding models for solar workforce training programs as public funding decreases. It notes rapid growth in the solar industry and jobs, but limited and declining public funding for associated training. It proposes three new funding concepts: 1) Public-private partnerships to jointly fund training; 2) Revolving loan funds for trainees that are repaid after employment; and 3) Crowdsourcing training funding from industry. The document aims to facilitate a transition from public to private funding that maximizes efficient allocation of funds to training providers.
Company’s StrategyEasy to carry. The product our company produ.docxdonnajames55
Company’s Strategy
Easy to carry. The product our company produce is called “solar sticker” that is a portable solar power mobile phone charger. This product ought to be regarded as an exceptional innovation that has taken place as it incorporates some outstanding innovation in various areas. The solar stickers transformed the size of similar products on the market as it has made them more appealing. The solar batteries charger are prevailing in the market which are external batteries that have solar panels to save solar energy, transform it into electrical energy and store it to use it to recharge the mobile phones.
Easy to use. Moreover, the solar stickers our company extend the range of the mobile devices without using a regular electric plug. So that we are developing the trendy technology of solar panels, it’s adding the solar sticker in the back of a mobile phone. It can use anywhere and any time when you are at a metro, mountain or beach. The captured energy from the sun will get in touch with the sticker, and the electric power will be converting into electricity to charge the phone. (2012)
Eco-friendly and saving customer’s money. Using a solar powered phone charger is one of the many ways or strategies of getting alternative sources of energy. Solar energy is appropriate for eradicating fossil fuel that harms our environment and is an alternative source of energy for home or business use. (Solar powered, 2017)It also helps a customer save lots of money on electricity bills, by saving money charging small devices like mobiles, cell phones or tablets.
Demand Forecast & Technical Rationale
From every generation, people are starting to catch on to the new and updated technology. Each generation is adapting to this change, and it is becoming the norm to continuously be connected through social networking, email, and even video conferencing. According to Transaction World, as the cell phone market increases, more consumers rely on texting and phone applications. Our society is constantly looking for fast and efficient ways to communicate. (Solar, 2013)Once one person sees another use something new, it stirs the curiosity and influences others to do research and even make a purchase.
The geographic factors are chosen to represent our product actually would be primarily in an urban setting such as San Francisco. The population of the city has Ethnic and cultural diversification. Furthermore, San Francisco (S.F.) has a population of 825,863 and is considered urban (“San Francisco-California”.2013). According to the report, the people of S.F. retains a relatively high median income per household of about $71,304. (“Demographics Summary,” Para.2).
The most important demographic criteria we have researched are the age, income, occupation, and education. These areas all seem to correlate and show that average age of the residents is between the ages of 20-35 years old. California’s overall median age is 45.6 years(City-Data. 2012). The reas.
Potential of Single Axis Trackers Feb 7 2016Khushbu Singh
The solar industry context is important for assessing the potential of single axis horizontal solar trackers in utility-scale projects. Increased demand for solar energy and favorable policies are driving the usage of trackers to maximize energy production and returns. Solar trackers provide additional energy to utilities during late afternoons, especially in summer, helping reduce peak costs. However, state policies and regulations differ, so tracker assessment requires a state-specific and project-specific analysis.
Supply Chain Metrics That Matter-A Focus on the Automotive Industry-8 OCT 2013Lora Cecere
The automotive industry is a low margin and concentrated industry with few players. It is a complex business.
Unlike other industries with low margins, the automotive industry has not yet developed supply chain resiliency to weather fluctuations in demand. Over the last decade plus—while other low margin industries have refined processes and technologies to improve profitability and manage cycles and complexity—the automotive industry remains stuck in backwards thinking and old paradigms. This is especially true of the North American automotive companies.
Walmart’s GreenwashHow the company’s much-publicized susta.docxmelbruce90096
Walmart's push for lower prices has accelerated the flow of consumer goods from factories to landfills. By relentlessly bargaining down prices paid to manufacturers, Walmart has incentivized the production of cheaper, lower quality goods that break more easily and are replaced more frequently. As a result, the amount of clothing and other consumer products Americans dispose of each year has increased dramatically. While Walmart now aims to make some products more sustainable, its business model overall continues to undermine product durability and fuel excessive consumption and waste.
Fact Sheet: Solar Myths & Misconceptions - The Costs of Going SolarThe Solar Foundation
This document from The Solar Foundation dispels common myths about the costs of solar energy. It summarizes that the upfront costs of solar installations can be challenging but financing options like power purchase agreements or solar leases allow homeowners to adopt solar without large upfront costs. Solar panels have low maintenance needs and typically pay for themselves within 7-15 years, with some areas seeing payback in as little as 5 years. Installing solar can also increase property values and help homes sell faster.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
1.
Campaign Plans Book
January – July 2015
Royal Empress
Advertising Group
2. 2
Table of Contents
Executive Summary................................................................................................................... 3
Situational Analysis.................................................................................................................4
Focus Group Report.................................................................................................................6
SWOT............................................................................................................................................6
Profile of Target......................................................................................................................7
Campaign Objectives................................................................................................................7
Media Planning Kit....................................................................................................................8
Institutional Creative........................................................................................................... 16
Institutional Public Relations.............................................................................................19
Marketing Creative.................................................................................................................23
Marketing Public Relations..................................................................................................26
Campaign Evaluation..............................................................................................................31
About Royal Empress Advertising.......................................................................................31
Appendix…………………………………………………………………………………………………………………….32
Creative Institutional……………………………………………………………………………………...32
Public Relations Institutional…………………………………………………………………………36
Creative Marketing………………………………………………………………………………………….43
Public Relations Creative…………………………………………………………………………….…48
3. 3
Executive Summary
The following report, based on extensive
primary and secondary research, has
established that SolarCity needs a new,
informative campaign that will reach your
specific target market through a variety of
different medias. Your ideal target market for
this campaign is well-educated men and
women ages 35-55 who make over $100,000.
The driving force behind our campaign is to
revolutionize the consumption of energy. We
want to make it known that it is not only
revolutionary because the energy itself is
revolutionary; it is also the way that SolarCity
is pricing energy, meaning the way that people
are paying for the energy is revolutionary. We
believe that this is important for your target
market to understand, so we will convey this to
them through the simple yet catchy slogan,
“Revolutionary. Energy.” Along with this slogan,
we will incorporate the idea of “the
intersection of nature and technology.”
Through our research, we found that most
consumers did not know about solar panels or
did not fully understand them and how they
work; focus group members indicated that they
were uninterested due to their lack of
knowledge. With this original campaign, we
aspire to educate your target consumers and
gain awareness of solar panels and SolarCity in
general, along with enhancing the products
market position. Throughout the campaign, we
will utilize a wide variety of different media.
During the institutional phase, we will use
print ads, television spots, digital banners,
airport ads, social media, news releases, a
media kit, guerilla marketing and a 5k-race
event. Then, in the marketing phase, we will
use print ads, social media, digital banners,
program sponsorship, product placement, news
releases and an event to convey our message.
The campaign will be executed for $6,786,440
and will run for seven months from January 1,
2015 to July 31, 2015.
4. 4
Situation Analysis
Company analysis
Based on a concept proposed by their cousin Elon Musk,
brothers Lyndon and Peter Rive founded SolarCity, in 2006.
The public American provider of energy services is
headquartered in San Mateo, California and leads as the solar
energy provider in that state. Along with sales in California,
SolarCity follows a distributed service model and has business
presence expanding from Hawaii to New York. The initial focus
of SolarCity was on the installation of solar panels to provide
energy to both residential and commercial customers;
however, it’s now expanding to include the manufacture of
solar panels and is purchasing the solar panel maker, Silevo.
Over the years, SolarCity has been improving immensely.
SolarCity predicted a rise in installations to 500 and 550
megawatts from 475-525 previously (Solomon.) It is also
predicted to have three times as many employees over the
course of 12 months. That makes SolarCity one of the state’s
fastest-growing employers in one of its fastest growing
industries (Boston Business Journal.) SolarCity focuses not on
lower costs than contenders, but higher proficiency, which
differentiates it from competitors (Guru Focus.)
Market analysis
The solar energy market in the United States is growing
tremendously. In 2014, the United States hit a major milestone
with more than half a million homes and businesses now
generating solar energy. More specifically, the residential
market has seen the most consistent growth of any segment
for years, and it is not predicted to slow down any time soon.
Since 2012, the number of installations in the residential
market has more than doubled. Also, the number of non-
residential installations has nearly doubled, along with the
number of utility installations quadrupling since 2012 (SEIA.)
The fact that the residential market has seen the most
consistent growth is very promising for SolarCity. Solar energy
was the second-largest source of new electricity generating
capacity in the United States, exceeded only by natural gas.
Also, the cost to install solar panels has been continuously
decreasing, with average system prices ending year 2013 at
15% below the prices at the end of year 2012 (SEIA.)
Product analysis
SolarCity provides energy to both residential and commercial
customers. Among its primary services, the products and
services that SolarCity offers are solar leasing, commercial
solar, electric vehicle chargers, energy efficiency evaluations
and retrofits, and manufacturing of solar panels. Solar leasing
is a new option for homeowners that reduces the upfront cost
of installing solar power. Commercial solar recently became
more popular for SolarCity; it began actively providing solar
services to business, government and non-profit customers in
2008. Electric vehicle chargers became a product of SolarCity
when the company bought Clean Fuel Connections Inc. in
2009. Solarcity began offering energy efficiency evaluations
and upgrades in 2010 when it acquired Building Solutions.
Lastly, in 2014, SolarCity purchased Silevo and became a
manufacturer of solar panels, rather than just an installer.
There are several customer reviews from consumers who have
invested in SolarCity products and services. Customer-oriented
sites feature criticism from unhappy customers whose
complaints follow a similar theme: shoddy installation, poor
customer service and hidden fees. Other complaints are faulty
5. 5
explanation and poor customer service (Richards.)
Consumer analysis
Consumers on the West Coast are using solar power more than
anywhere else in the United States. More specifically,
consumers in California are using the most solar energy, and
New Jersey, Colorado, Arizona and New Mexico are not far
behind (Maehlum.) Therefore, the solar panel market typically
is interested in the consumers in these geographical areas.
Solar panel users are not hippies like most people tend to
assume. In fact, almost three quarters said they wouldn’t
pursue solar energy if it weren’t for the economic benefits
(Hess.)
According to Shawn Hess from WebPro News, consumers who
use solar energy are moderately religious and they enjoy
indulging in the summer and cranking the air conditioner. Also,
most solar panel users tend to be men who have interest in
cars. Lastly, the average solar homeowner is very “middle of
the road” on the political 3spectrum (Hess.) Switching gears to
commercial solar, over the past few years, American businesses
have gone solar at an unprecedented rate. Walmart, Cotsco,
Kohl’s, Apple and IKEA are just a select number of the many
businesses in America who have gone solar recently (SEIA.) The
fact that these well-known businesses have gone solar shows
that it is becoming very popular in the commercial market.
Competitive analysis
There are many solar panel companies on the market today.
SolarCity’s biggest direct competitors are REAL GOODS SOLAR,
Inc., Ace Solar, Inc., and REC Solar, Inc. (Hoovers.) The mission
of REAL GOODS SOLAR, Inc. is to provide solar solutions
contributing to a sustainable, clean future (RGS Energy.) This
provider was founded in 1978 and is now serving homes,
businesses, schools, utilities and government facilities in12
states.
The website for REAL GOODS SOLAR, Inc. displays a number of
positive customer reviews and offers a free quote. The major
mission of Ace Solar Inc. is to perform for their customers the
highest level of quality solar energy systems, construction and
installation services at fair and market competitive prices. The
company provides for residential, commercial and industrial
clients (Ace, LLC Solar.) The mission of REC Solar, Inc. is to
make solar electricity part of the mainstream energy supply.
This company provides residential, commercial, government
and utility services (REC Solar.) Along with direct competitors,
SolarCity has indirect competitors as well. Traditional electric
companies such as Duke Energy, Dominion Resources and
NextEra Energy pose a threat for SolarCity (Statista.) This
threat exists due to the fact that traditional electric is more
common and well known to consumers, and they believe it is
more affordable. However, providing more information and
educating consumers about SolarCity will help them realize
and understand the benefits of solar panels.
6. 6
Focus Group Report
Focus Group Objectives
•To find out the target market’s awareness of SolarCity as a
brand and their knowledge of installation, use, and
manufacturing of solar panels.
•To find out what features the current target market looks for
when choosing what type of energy to use and what they are
looking for in an energy company.
• To figure out the best way to reach out to our current target
market.
Focus Group Results
Two focus groups were held at William T. Young Library with a
total of 28 participants. The group of participants were diverse
and all paid electricity bills We chose a target market of well-
educated men and women ages 35-55 who make over
$100,000. Our target market is made up of big homes,
diversified retirement accounts, and high-value life insurance.
The focus group began with a brief welcome, the introduction
of team members, advise of recording and the rules. The
questions in the beginning were pretty broad and then became
more specific. We asked the participants about their knowledge
and opinions about the environment, energy and energy
providers, solar panels and solar energy, the brand SolarCity,
SolarCity’s current marketing, and potential installation and
use of solar panels.
After conducting two focus groups, we found that our
consumers are environmentally friendly but the participants
did not put much thought into choosing an energy provider.
When asked about the installation of solar panels and the
usage of solar energy, the participants did not know much
about solar panels or solar energy. Only two of the 28
participants had heard of SolarCity. When asked about possible
usage of solar panels and solar energy, most participants said
that they would need to research more about it. They said that
cost was the biggest factor and that they had a high concern
for the weather and how solar panels work during fall and
winter months.
Since conducting the focus groups, we will use the information
we found to create a campaign that is in the best interest for
our target market.
SWOT Analysis
7. 7
Profile of Targets
Your ideal target market is well-educated men and women
ages 35-55 who make over $100,000. The segment that we
suggest is made up of big homes, diversified retirement
accounts, and high-value life insurance. This wealthy segment
is filled with investment-savvy Caucasians and Asians who own
mutual funds, stocks, and savings bonds at high rates. With
their college degrees and management jobs, they typically
have high incomes and above-average investable assets. This
market segment is ideal because the consumers are wealthy
with financial support and will be willing and capable of
investing in something long-term like solar panels. They are
educated which means they will be able to understand the
enduring and positive benefits and effects of solar panels. The
consumers that we are seeking are most likely to be innovators
or experiencers. Innovators are successful, sophisticated, take-
charge people with high self-esteem. They are change leaders
and are the most receptive to new ideas and technologies. This
is a great target audience for SolarCity since we are trying to
revolutionize the way people consume energy. Image is
important to Innovators, not as evidence of status or power but
as an expression of their taste, independence, and personality.
We propose this target market because
SolarCity’s revolutionary solar panels can be a way for
consumers to express their uniqueness and individuality.
Experiencers are young, enthusiastic, and impulsive consumers
who are motivated by self-expression. Their purchases reflect
the emphasis that they place on looking good and having
“”cool” stuff. This target market is fitting for our campaign
because SolarCity’s revolutionary solar panels are a way for
these consumers to have something new and “cool” that makes
them look good by saving energy. These consumers are
impulsive and would be likely to purchase solar panels.
Overall Campaign Objectives
We came up with two objectives for the institutional phase,
and two objectives for the marketing phase.
The first objective for the institutional phase is to increase
awareness of solar panels among adults in our target audience
by 30% by April 2015. The second objective for the
institutional phase is to enhance SolarCity’s image to potential
consumers through a charitable project by April 2015. For the
marketing phase, the first objective is to increase Solar City
sales in the 15 states we currently operate in by 20% by July
2015. The second objective for the marketing phase is to raise
awareness of Solar City services and products by 50% by July
2015.
8. 8
Media Planning Kit
Institutional Phase Objectives
To increase awareness of Solar panels among adults in our
target audience by 30% by targeting a minimum of 3 times a
week by April 2015.
To enhance Solar City’s image to potential consumers through
a charitable project by April 2015.
Marketing Phase Objectives
To increase Solar City sales in the 15 states we currently
operate in by 20% by targeting a minimum of 3 times a week
by July 2015. (Brand Awareness objective)
To raise awareness of Solar City services and products by 50%
by targeting a minimum of 3 times a week by July 2015.
Traditional Media
News Releases
Print Ads
Media Kit
Digital Media
Charging Station Ad
Television Spots
Internet Banners
Social Media
Product Placement
Interactive Media
Solar City Event (Washington DC)
Solar City 5K Event (San Mateo, CA)
Gorilla Installation (Santa Monica Pier)
Program Sponsorship
9. 9
Strategies: Institutional/Marketing Phases
•Cable Television: Cable television gives us a wide range of
television channels that can be accessed by a large audience.
You are able to advertise shows that specifically appeal to your
target market.
•Broadcast Television: Broadcast television is a great strategy
to target Solar City on. Broadcast television allows us to reach
an even bigger range of our target market because they are
likely to watch these popular channels.
•Internet: This will allow us to reach our target consumer (men
and women ages 35-55) by grabbing their attention through
catchy banner advertisements.
•Social Media: Our target market is up to date with social
media trends and is an easy way for us to access two-way
communication.
• Press Releases: This is a great way to appeal to a general
audience and display Solar City’s achievements, goals and
upcoming events.
•Events:
1) First event will be located in DC in order to attract more
political attention and overall national news coverage. It is
meant to compare the cost of holding the event compared to if
solar energy had not been used.
2) Second event will engage existing customers and potential
customers that focuses on the “green” aspects of SolarCity. An
interactive event that promotes health and fitness will be
respectable way to engage SolarCity customers.
•Interactive Charging Station: In our targeted cities, visible
charging stations in airports will allow people within our target
market to see how solar energy works right before their eyes.
•Product Placement: Incorporating SolarCity into the Netflix
series House of Cards will acknowledge a broad reach of
viewers to come across the company and also remain familiar
in their minds.
•Program Sponsorship: This will engage not only our target
market, but also expand even more “talk” about SolarCity
within the area of San Mateo, California. Providing
demonstrations and education in regard to solar energy for
young students will create knowledge of how much energy is
saved at the school we chose to sponsor.
• Guerilla Installation: Installation of this photo booth will
allow for cost efficient fun and exciting interaction with our
target market.
•Media Kit: This kit will display knowledgeable information
about SolarCity and the announcement of the new advertising
campaign. This will be a cost effective medium that will target
a broad range of our target audience.
10. 10
Media Rationale
Program Sponsorship
SolarCity will announce its program sponsorship with a high
school in San Mateo, California where its headquarters is
located. The program will be called “Solar High School” and
will focus specifically on educating students about solar
energy and its many benefits. This will not only start “buzz”
about solar and green energy for students, but also parents and
people affiliated with the school and surrounding areas. For
the program, Solar City will hold a demonstration of solar
panel installation and track how much energy is saved at the
school over a determinable period of time. This will take place
only in the Institutional phase.
Product Placement
The rationale behind this aspect of the campaign is to reach a
broad range of viewers that watch the popular series; House of
Cards on Netflix. Netflix is a great option for product
placement because they often lower costs of advertising in
exchange for products. This is one way that would easily
reduce the costs compared to a traditional television show.
Cable & Broadcast Television
The rationale behind this aspect of the campaign is to reach a
broad range of SolarCity’s targeted consumers. Television is an
aspect that SolarCity doesn’t have a presence in, but would be
a great impact for the brand. Specifically Broadcast Television
works for this campaign because it is the most watched
programming in America. Cable Television gives us channels
like DIY and MSNBC where we can target specific types of
people. Both of these ways of advertising will be on a pulsing
campaign throughout the entire duration of the 7-month
campaign.
Print Advertisements
Print Advertisements is an effective way to reach our target
consumers; Men and women ages 35-55 years of age. The
rationale behind this aspect of the campaign is that print ads
reach a broad range of our audience due to its longevity. Print
advertisements also offer incredible branding, differentiation
and sways trendsetters. With our targeted consumers seeing
and focusing on our fascinating print ads it will drive them to
also use other platforms. This portion will also be continuous
throughout the entire campaign.
Internet
Because the Internet is the fastest growing advertising tool,
SolarCity will benefit from having even more of an advertising
presence online. With this tool, we can specifically target to
audiences online by determining the most frequently visited
sites and display banner ads for SolarCity on them. This portion
will be continuous throughout the entire campaign.
Social Media
Social Media will be a remarkable aspect to this campaign. This
advertising tool will allow SolarCity to communicate with its
target audience directly. We are going to drive tweets, posts,
shares and mentions for this campaign as well as event
promotions and sponsored material. Targeting the specific
audience through Twitter, Facebook and Instagram will be an
easy and effective way to drive
word of mouth. Social Media is a
11. 11
perfect way for the target market to see what others are saying
about the brand as well as see what SolarCity is currently
doing.
News Releases
The news release will recap the 2014-year in regard to
SolarCity’s accomplishments and what is to come. There will
also be information about upcoming events. This will take
place in the Institutional and Marketing phase.
Media Kit
This portion will exhibit the explanation of a new tagline and
chapter for Solar City in regard to our innovative campaign;
Revolutionary. Energy. This will include information about the
founders, press mentions and press releases from 2014 that are
applicable to the new direction that we are suggesting. This
will kick start the campaign in January of 2015.
Events, Guerilla Installation
With events, our target audience is able to obtain hands on
experience with solar energy and see what SolarCity is all
about.
Charging Stations
Airport charging stations seemed like a perfect fit as a medium
of getting the message behind our campaign across. We want
to begin a revolution of how people generate and pay for their
electricity. One way to do this is by getting our message to
touch as many people as possible. By using charging stations
in four of the biggest airports in America, our ads will be
placed in airports that receive a combined 20 million people in
foot traffic per month. This high number is perfect for
spreading awareness about our brand and what we have to
offer. Even better, these airport locations have a great
demographic for our product. On average, the household
income for domestic travelers who go through these airports is
$90,000. Nearly half of the people who pass through these
airports are white, and the average age is 45 years old.
Media Tactics
Program Sponsorship
Programming SolarCity with a high school near its
headquarters in San Mateo, California is a well thought out
strategic idea. This will allow not only the students to gain
information in regard to solar energy, but also parents and
citizens in the area. This will also display installations
demonstrations and allow those to understand how much
energy is saved at the school from using solar power.
Product Placement
Netflix is almost as popular as cable television. Netflix is a
great tactic to provide our existing customers and potential
customers with product placement for SolarCity. According to
an online source, Netflix currently has 33.42 million
subscribers in the United States. We plan to place our product
in the TV series The House of Cards opening up in February of
2015. The entire show series is released on one specific date
within the month of February, which means this tactic can be
very beneficial for those who enjoy watching House of Cards.
News Release
Institutional - This will be a press release designed to provide
information to our consumers
regarding Solar City’s services,
12. 12
products, as well as the acquisition of Silveo. It will also
provide an announcement of the new marketing campaign, in
addition to the events that will take place within the 7-month
span.
Marketing - SolarCity will display information on a news
release that announces its event that will take place within the
Marketing phase. It will include specifics such as the event
name, what it will consist of, the date and another necessary
information. The news release will be sent out to local papers
such as the San Mateo Daily Journal and put on the SolarCity
website as well as social media for numerous people to see.
Events
Partnership with ACORE & ASES SolarCity will host an event in
Washington, D.C., a location that it currently operates in, in
partnership with ACORE (American Council on Renewable
Energy- in DC) and the ASES (American Solar Energy Society –
Colorado). This event will be located in DC in order to attract
more political attention and overall national news coverage.
From solar panel installation demonstrations, solar energy
games, and speeches from prominent individuals within the
solar panel industry this is sure to spread the word about
SolarCity and what it has to offer.
SolarCity 5K - This exciting event will engage existing
customers and potential customers that focuses on the “green”
aspect of SolarCity. This event specifically promotes health and
fitness would be a perfect match to strictly engage SolarCity
customers.
Charging Station
For the institutional phase, during the first 4 months of the
campaign the advertisements will be continuous in airports
across the United States. We will place these charging stations
in 4 of the most prominent airports; LAZ, Atlanta, Dallas and
New York to engage as many people in our target audience as
possible. With that said, our target market enjoys things that
are visually appealing and technology based so this will be the
perfect fit to catch their attention.
Print Advertisement
Home Power - This would be an appropriate magazine to
display SolarCity print advertisements because our target
market is environmentally friendly and are more apt to read
about how they can help the environment at home as well.
Better Home & Garden - Better Home & Garden airs shows
that specifically want to make not only homes, but also areas
around your home a better and safer place. This will be a
valuable way to show SolarCity targets what this company and
solar energy is all about.
Do-It-Yourself - DIY would be beneficial for SolarCity to run
advertisements on because the target market prefers shows
that display active lifestyles that are centered around the
environment.
Home Improvement - Home Improvement magazine is a great
outlet for SolarCity print advertisements. It airs shows catered
to adults who have families that are focused on home
improvement, health and lifestyle needs, which is exactly what
our target market is.
13. 13
Internet
HomePower.com - This would be an appropriate magazine to
display SolarCity banner advertisements because our target
market is environmentally friendly and are more apt to read
about how they can help the environment at home as well.
DIY - DIY would be beneficial for SolarCity to run banner
advertisements on because the target market prefers shows
that display active lifestyles that are centered around the
environment.
Youtube - SolarCity would benefit from displaying Internet
banner advertisements on YouTube. This is simply because
there are over 1 billion users that visit YouTube per day. With
that said, our target and potential targets will easily be
influenced by what SolarCity displays.
SolarCity.com - SolarCity will also display banner
advertisements on their own website. This will allow
customers going to the site to actually see our advertisements
that we are using right before their eyes.
Social Media - Solar City will benefit extremely from using this
tactic. Having more of an online presence will target our
consumers more effectively seeing that they are high
technology users. This portion will include Facebook, Twitter
and Instagram.
Cable Television
MSNBC - MSNBS provides stories that our target market will be
interested in and truly care about. Since the target market is
well educated, obtain a high income and are sophisticated
advertising to their needs will be beneficial. MRI plus shows
that those with a higher income and within our targeted age
range are 34 percent more likely to watch this channel. With
that said, our target market will easily be targeted from
watching MSNBC.
DIY - DIY would be beneficial for SolarCity to television spots
on because the target market prefers shows that display active
lifestyles that are centered around the environment.
Broadcast Network Television
CBS - Network television audiences are growing every year.
SolarCity will greatly reach their target market by using the
ever so popular, CBS. According to an online source, 22.5
billion people watch broadcast evening shows and news on
this channel. This will easily influence our targets all over the
United States.
ABC - ABC as of this year (2014) saw the most overall growth
in Network Television. Numerous people across the United
States are tuned into shows and news that are aired on ABC.
Using this channel will greatly benefit SolarCity in reaching its
target audience.
NBC - NBC is a very popular Network Television spot in the
United States as well. Using NBC as well as the others will
reach broad audiences reaching from California to New York.
Media Kit
SolarCity’s media kit along with it’s news releases will both be
on SolarCity’s website, as well as distributed to major news
channels. These include CNN, NBC, ABC, FOX, CBS, MSNBC,
Wall Street Journal, Washington Post, Boston Globe, NY Times,
LA Times and USA Today. Covering all of those major news
14. 14
channels will reach a broad range of consumers all of the US.
Guerilla Installation
Using a solar powered photo booth in a prominent area like
the Santa Monica pier will be extremely interactive and
beneficial for SolarCity. Photos will print out with a SolarCity
logo on them and users then can upload their photos to
different social media platforms for a chance to win SolarCity
gear.
15. 15
Budget Allocation
For this campaign we are using the objective task method. We
established media objectives and then determined the cost
after achieving these objectives. For the entire 7-month
campaign we are suggesting a budget of 6 million dollars.
We have allocated the budget in the areas of institutional
and marketing phases. This budget includes all production
costs as well as media costs.
Below are the production costs for each phase:
16. 16
Creative Strategy – Institutional Phase
Objective: To increase the awareness of solar panels among
adults in our target audience 30% by April 2015.
Strategy: We will attempt to expose our audience to SolarCity
marketing materials at least three times a week throughout the
institutional phase.
Tactic: With an educational emphasis, we will produce a :30
second TV spot that explains the simplicity of switching to
solar energy with SolarCity.
With a straightforward approach, we will create an airport ad
that clearly shows the biggest advantage to switching to
SolarCity – saving money every month.
Through a body-copy heavy print ad, we will describe how
solar panels work while still keeping the consumer entertained
and attentive.
Objective: To enhance the image of SolarCity to our target
audience by April 2015.
Strategy: To accomplish this, we want to ensure our target sees
our company logo multiple times a week and associates it with
positive marketing materials.
Tactic: A digital banner ad that helps give off a positive
attitude toward our consumer, encouraging them about our
brand and what we have to offer.
A print ad that appeals to the emotions, as well as the logic, of
our consumer.
Airport Ad
This airport ad will be displayed in four major airports
throughout the country, guaranteeing it is seen by a plethora
of our target. We want to convey to them that switching to
solar energy not only allows them to help the planet, but it will
actually save them money, something we found to be a
common misconception during our focus groups. The other
misconception that we found? That switching to solar energy is
expensive. We address both issues in this ad.
17. 17
Digital Banner Ad
Our digital banner ad will be displayed on various websites
that our target visits. We felt it important to display to them
our logo, making it clear who we are. We want to produce a
connection within our audience that when they see our
company, they can let their guard down, because we can be
trusted. This banner ad gives a call to action and includes a
hyperlink to the website.
Print Ad One
With this ad, we wanted to address to our audience the
simplicity that comes with switching to solar energy. We want
them to see this ad, be in awe of the image, then read the body
copy and feel that it makes more sense to become a SolarCity
customer than to continue on with what they are currently
doing for energy.
Print Ad Two
For our second print ad, we are going extremely heavy on body
copy. In fact, it is the only thing this ad has. We put the
company logo on the top and bottom, slightly larger on the
bottom, to make it clear whom the ad is from. Other than that,
it is just white text on a black screen. We feel the minimalistic
design helps to draw in the reader, making them feel at home
and making it easier for them to bring to life the setting that
the ad describes.
18. 18
TV Spot
In our: 30 second TV spot, we help to push through the idea
that switching to solar energy with SolarCity is being part of an
energy revolution, which is the basis of the ad. We begin by
giving them a journey through time, with the culmination
being a comparison between SolarCity and other great
revolutions in American history. The spot helps to showcase
the ease that comes with switching to SolarCity, which again
we feel paramount to the success of the campaign.
19. 19
Institutional Public Relations
News Release - Recap of 2014 for SolarCity
Objective: To increase the publics knowledge of the
accomplishments, innovations, and expansion of SolarCity in
2014.
Strategy: Produce a news release highlighting the benchmark
year SolarCity had in 2014.
Tactics: Distribute the news release to major national
publications (The Wall Street Journal, The Washington Post,
The New York Times, The L.A. Times, and USA Today). In
addition, the news release will be distributed to major national
news channels (CNN, NBC, ABC, FOX News, and CBS). The news
release will also be made available on SolarCity’s website.
Social Media - Multiplatform Social Media Campaign
(Facebook, Twitter, Instagram)
Objective: To educate the public on SolarCity’s “5 Steps to
Solar” initiative.
Strategy: Create unique and shareable content for Facebook,
Twitter, and Instagram explaining the quick and easy “5 Steps
to Solar” while simultaneously promoting the financial benefits
of solar power with SolarCity.
Tactics: Post bi-weekly content on all three social media
platforms (Facebook, Twitter, Instagram) with promoted and
boosted posts, as well as promoted hashtags such as
“#5StepsToSolar” and “#SolarCity”.
Guerrilla Marketing - Santa Monica Pier Photobooth
Installation
Objective: To introduce SolarCity and solar power to a younger
generation.
Strategy: Install a SolarCity solar powered photobooth on the
Santa Monica Pier.
Tactics: Incentivize passersby to stop in at the photobooth with
information about SolarCity and the “5 Steps to Solar” on the
outside of the booth, as well as information about a photo
contest with the opportunity to win prizes when one uses
“#5StepsToSolar” and “#SolarCity” on Instagram.
Media Kit
Objective: To educate the media on the new tagline and
direction of SolarCity in 2015.
Strategy: Produce a media kit with information about
SolarCity’s new tagline and direction, bios about
SolarCity’s key executives, and press releases and articles
highlighting SolarCity’s past year and plans for 2015.
Tactics: Distribute the media kit to major national publications
(The Wall Street Journal, The Washington Post, The New York
Times, The L.A. Times, and USA Today). In addition, the media
kit will be distributed to major national news channels (CNN,
NBC, ABC, FOX News, and CBS). The media kit will also be
made available on SolarCity’s website.
Event - GivePower 5K
Objective: To promote a healthy lifestyle and involve SolarCity
customers and supporters in the GivePower Foundation.
Strategy: Host a 5K run starting at SolarCity’s San Mateo,
California, headquarters benefiting the GivePower Foundation.
Tactics: Charge race participants a $30 entry fee in order to
fund a solar power system for a school in Nepal through the
GivePower Foundation. SolarCity t-
shirts, hats, and sunglasses will also
20. 20
be available for purchase with all the proceeds going to the
GivePower Foundation. The 5K will be hosted by Elon Musk
and will bepromoted through the use of social media and the
hashtags “#GivePower5K” and “#SolarCity”.
News Release
Social Media
Multiplatform Social Media Campaign (Facebook, Twitter,
Instagram): 5 Steps To Solar
21. 21
Guerrilla Marketing
The Santa Monica Pier sees over six million visitors a year
whether they live in the area or are in town on vacation. The
pier is the perfect place to enact some guerrilla marketing on
the behalf of SolarCity. Southern California has the ideal
amount of sun exposure to promote the use of solar panels in a
successful way.
SolarCity will place a solar powered photobooth on the
Santa Monica Pier Boardwalk. The outside of the photobooth
will have the SolarCity logo painted all across it, as well as
information on the “5 Steps to Solar”. Other interesting and
educational facts about solar energy and SolarCity will be
printed across the photobooth, including the fact that the
photobooth is powered by the solar panels.
Specialized and unique hashtags, “#5StepsToSolar” and
“#SolarCity”, will also be on the outside with information about
a photo contest with SolarCity. Instagram users can upload the
photos they take in the SolarCity Photobooth with the
hashtags, “#5StepsToSolar” and “#SolarCity”, for the chance to
win t-shirts, sunglasses, hats, and other SolarCity products.
The paper printouts of the photos will be printed on
recycled paper that has the SolarCity logo, unique hashtags,
and website printed on them. Taking photos in the
photobooth will cost $0.50 with all of the proceeds going to
the GivePower Foundation.
22. 22
Media Kit
Event
In addition to promoting the use of clean energy, SolarCity
will be promoting a healthy lifestyle through hosting a 5K with all of
the proceeds of the event going to the GivePower Foundation and in
turn donating a solar power system to provide energy to a school in
Nepal.
The GivePower 5K will take place on April 11, 2015, starting
at the SolarCity headquarters in San Mateo, California. Elon Musk
will be the master of ceremonies and will announce the start of the
race, as well as how much money is raised during the 5K. There will
be a $30 entry fee, with the goal of having 1,200 participants so that
the funding of a solar system for Nepal can become a reality.
Race participants will receive a t-shirt with the
“Revolutionary. Energy.” tagline on the front, with “GivePower.
SolarCity.” on the back. Friends and family of race participants will
be able to purchase t-shirts, hats, and sunglasses featuring the
SolarCity logo as well as new taglines. The taglines offered will be
“Revolutionary. Energy.”, “Harness the Sun. GivePower.”, and “The
Intersection of Nature & Tech”. All of the proceeds made from the
sales of SolaCity t-shirts, hats, and sunglasses at the event will also
go to the funding of the solar system in Nepal.
Promotion of the event in the weeks leading up to it will
include social media posts on Facebook, Twitter, and Instagram with
the unique and promoted hashtags, “#GivePower5K” and
“#SolarCity”, which will also be used for pictures and posts during
the actual event. Other promotion will include an e-mail blast to
SolarCity customers, ambassadors, and staff. As well as flyers posted
around the San Mateo community.
We’ll be able to measure the success of the event through
the number of participants and the money raised towards funding
the solar system in Nepal. If the event is successful SolarCity can
host events in other
locations in California,
and on the East Coast to
introduce to SolarCity
and the GivePower
foundation to potential
new customers and
supporters while
promoting clean energy
and a healthy lifestyle.
23. 23
Creative Strategy – Marketing Phase
The overall mission for the creative marketing phase of the
campaign will be increasing sales within the states in which
SolarCity currently operates. The campaign will run from May
1st through July 31st and will utilize the following media
platforms:
• Print – two print ads, full page, color
• Television- 30 second spot
• Internet - Banner
• Social Media – Twitter, Facebook, Instagram
Rationale: Our target is a mix of middle-aged Americans and
marginal Milleninals. The audience is accustomed to both
traditional forms of media, such as print and television, and
contemporary, such as Social media. Using diverse forms of
media is vital to maximizing the amount of people within our
audience that becomes familiar with the campaign.
Print Ad One
Print Ad one will be a long copy advertisement that will
explain the positives installing solar panels onto their homes.
It is assumed, if it is not understood, that initial costs of Solar
panels can be expensive, so any decision to make the change
will be one made out of logic. Our target is critical thinkers and
will need all the necessary information to feel assured in this
purchase. The first print ad will run from May 1st-June 30th
.
Print Ad Two
Print Ad two will be a short copy advertisement which will use
the season, Summer, to assist in the sale of the advertisement.
This ad will take a more clever approach to the sale of
SolarCity solar panels, while never losing a sense of
practicality. The second print ad will run from July 1st-31st.
Both print ads will run in Better Home and Garden magazine, Do
It Yourself Magazine and Home Improvement Magazine.
24. 24
Television
For the entire length of the marketing phase, we will run a
television advertisement. The television ad will reiterate the
function and positives of solar panels and will demonstrate the
evolution of the energy industry. The overall message of the
spot will be that solar panels are the latest form of energy.
Consent to use the the song “Dawn of Man” will have to be
gained from the Metro Godlwyn-Mayer film studio. The spot
will run twice weekly on the following networks:
• MSNBC: Our target is well educated and will have already
become familiar with solar panels and their function. The
target will also understand the importance of solar energy, so
they are also liberal. MSNBC is the network most liberals use
to gain information on current events, making it a natural
platform for the ad. The spot will run during the 8 pm time
slot.
• DIY: Viewers of the Do-It-Yourself Network are home
improvement enthusiasts and are receptive to modifications to
their homes. When a person wants to renovate their home,
they will want the latest and best of everything involved,
giving SolarCity an opportunity to appeal to the viewers. The
advertisement will run during the 8 pm time slot.
• CBS: This is in effort to capture the attention of many people
that may not have seen the advertisement on the previous two
channels. America’s top network, CBS is a guarantee to garner
viewership. Showing the spot on CBS is casting the net far and
wide as possible.
• Youtube: The television ad will also run on videos related to
the content shown on MSNBC, DIY, and CBS.
Internet
For the entire length of the marketing phase, we will use an
internet banner advertisement. The ad will be placed on the
top of each home page on the following sites:
25. 25
DIY: The official website of Do-It-Yourself, the viewers of this
site are people that are interested in home improvement and
are more likely to be open to solar panel installation.
Youtube: One of the most popular sites on the internet,
advertising on Youtube is an ideal way to insure the ad will be
seen.
SolarCity: The official website of SolarCity, displaying our
internet banner on our site will not only be free, but will help
bring the marketing phase full circle.
Social Media
For the length of the marketing phase, social media will be
utilized. Social media will be used to relate to our audience,
who unlike most people in this age range, are more tech savvy.
The social pages will inform the target of the latest at
SolarCity and convince them it is the most modern means of
power. Facebook, Twitter and Instagram are the choice social
sites for this phase and all three will be use the tag “ Energy
Evolved”.
26. 26
Marketing Public Relations
News Release – Power the Capitol
Objective: To inform the public in Washington DC of the
“Power the Capitol” event.
Strategy: Promote the event through SolarCity’s website and
social media outlets and local media in the DC area.
Tactic: Prepare a news release to be sent out on the
website/social media and The Washington Post.
Event – Power the Capitol
Objective: To present SolarCity and solar energy to the public
in a positive and interactive way.
Strategy: Show the versatility of solar panels and what they
can be used to power.
Tactic: Hold an all ages event with solar powered food trucks
& games and include key players from the solar industry.
Program Sponsorship
Objective: To increase awareness of SolarCity with our target
audience.
Strategy: Atrract attention of target audience by involving their
children.
Tactic: Sponsor a program at a local high school that educates
students on solar energy and its benefits so that they willl
share their knowledge and experience with their parents, who
in turn will become interested in solar energy with SolarCity at
the top of their mind.
Product Placement
Objective: To promote SolarCity to a mass audience, making
the company name more commonly familiar.
Strategy: Incorporate SolarCity product placement into a
relevant television show.
Tactic: Purchase a spot on the Netflix original series, “House of
Cards,” that will incorporate SolarCity into a 3-episode span
related to the energy bills in Washington DC.
News Release – Solar High School
Objective: To inform the San Mateo area about the Solar High
School program sponsorship.
Strategy: Promote the program through the SolarCity website
and social media outlets as local media.
Tactic: Prepare a news release to be sent out on the SolarCity
website and social media outlets and the San Mateo Daily
Journal.
27. 27
News Release
SolarCity will send out a news release on May 25, 2015, that
will announce it’s event in Washington DC, “Power the Capitol,”
that it will be co-hosting with the American Solar Energy
Society and the American Council on Renewable Energy. This
is about three weeks prior to the actual event. The news
release will discuss what the event entails as well as event
specifics including date, time, and location. It will also
announce guest speakers Elon Musk and Gregory Kats.
The news release will be available on the SolarCity
website and be sent to the Washington Post. Links to the news
release on the SolarCity website will be tweeted via the
SolarCity account, ACORE account, ASES account, and the
Washington Post’s account.
Event
In an effort to attract politicol attention and increase
awareness of SolarCity and its solar panels, the company will
co-host an event in Washington DC, a location that it currently
operates in. The other co-hosts will be the American Solar
Energy Society (ASES) and the American Council on Renewable
Energy (ACORE). ASES is an associastion of solar professionals,
advocates and enthusiasts that is dedicated to inspiring an era
of energy innovation and is involved in many projects that
promote solar technologies. ACORE is a non-profit
organization that is dedicated to building a secure and
prosperous future with clean, renewable energy. It provides an
educational platform focusing on technology, finance, policy
and market development. Together, SolarCity, ASES and ACORE
create a triple threat team of solar focused power that will be
able to bring education and resources to existing customers as
well as potential customers.
The event will take place on Saturday, June 13, 2015 in
Lincoln Park at 2 p.m. It will be a festival that is friendly for all
ages. There will be games for children, live music, solar panel
demonstrations, and food trucks that will be powered by
SolarCity solar panels. The event will also feature speeches
delivered by prominent members of the solar technology
community. Elon Musk, chairman of SolarCity will speak about
common misconceptions the public tends to have on
residential solar panels and the ways that SolarCity has and is
working to solve them. Gregory Kats, founder of ACORE, will
deliver a speech on the importance of getting involved with
the solar movement and ways people can further their
knowledge on the subject. Having these industry key players
will attract a crowd and media attention.
28. 28
The event will be promoted on Twitter, Instagram and
Facebook through various accounts. SolarCity, ASES, ACORE
and the Washington Post will tweet an image of event details
along with posting the image on Instagram and Facebook
using the hashtag, “#PowerTheCapitol” to help track
impressions.
The success of the event can be measured by how many
people show up to the event and participate in the activities. A
rough estimate will be able to be made based upon the
amount of social media interaction the hashtag receives and
the amount of times the promotional image gets shared.
Program Sponsorship
SolarCity will introduce a new program they will sponsor called
“Solar High School” that focuses on educating students about
the benefits of solar energy and allows them to have hands on
experience while learning about the solar technology industry.
The program will include demonstrations that show students
what makes up solar panels, how they are installed, and an
explanation of the science behind turning sunlight into energy.
For the program, SolarCity will install solar panels at
the school and keep track of how much energy and money is
saved from using those panels. The program will run from May
1, 2015 until the conclusion of the school year, when the
panels will be removed from the school. Following the
program, the school will have the option to purchase panels
from SolarCity if they choose to do so.
The first location for Solar High School has been
selected as Junipero Serra High School in San Mateo, CA., home
of the Padres. Junipero Serra is located 1.7 miles from
SolarCity’s headquarters, making it simple for monitoring the
panels in the program’s first exectution. Junipero Serra is a
private Catholic school in the area and has a tuition of $18,830
per year. This will have the potential to reach our target
audience through their children or grandchildren.
29. 29
The program will be announced through a news release as well
as on the Junipero Serra High School website. There will be an
advertisement placed on the school’s website that will include
a link to SolarCity’s website where it will explain the program
sponsorship in more detail for students, parents, or community
members that find themselves curious about Solar High
School.
Product Placement
House of Cards is a political drama television show that’s
created by Netflix, the online streaming site. The show has
grown to be incredibly popular since its release in February of
2013 and takes place in Washington DC. The show is set to
discuss energy bills in the upcoming third season that will be
released in February of 2015.
SolarCity will purchase a spot on the Netflix original
series and in exchange, its solar panels and company name will
be featured in a 3-episode span. Netflix has more than 44
million subscribers worldwide. In its first year, House of Cards
was viewed by 2 percent of subscribers. In the second season,
6 percent watched, equaling out to about 41.4 million
subcribers that viewed at least one episode of season 2. About
33.1 percent of Netflix subscribers are in the United States.
The amount of people that would be exposed to
SolarCity through House of Cards is immense. It will be
promoted on Instagram and Twitter through various SolarCity’s
accounts as well as Netflix’s accounts.
30. 30
News Release
SolarCity will send out a news release on May 1, 2015 that
announces its program sponsorship with Junipero Serra High
School called, “Solar High School.” The news release will
explain the program and it’s goals along with how to apply to
become the next Solar High School.
The news release will be available on the SolarCity
website and sent out to the San Mateo Daily Journal, a local
newspaper where SolarCity HQ and Junipero Serra High School
are both located.
31. 31
Campaign Evaluation
At the end of our seven-month campaign, Royal Empress
Advertising intends to conduct evaluative research,
to make sure that the campaign met all the objectives. As we
have events, print and television advertisements, banner
advertisements, social media, etc., there are many different
ways we will measure our campaign’s success. For the
“GivePower 5K” event, the event’s success will be measured by
how many people participate in the 5K and how much money
is raised. For the Internet banner advertisement, we will track
how many consumers click the Internet advertisement on
websites such as YouTube. For social media we will track the
consumers’ involvement with the social media accounts and
how many new followers each social media outlet gains during
the campaign. For the charging stations in the airports we will
keep track of how many consumers use the charging stations
and how much money is saved using solar energy, when using
these stations. During the evaluation, the campaign’s success
will be measured in sales, profits, and increase of consumers.
About Royal Empress Advertising Group
Established in 2014, Royal Empress Advertising was founded
with the goal of creating and implementing new, innovative
campaigns. Royal Empress approaches every campaign with
dedication to the clients and respect for the public. Each
member of our highly skilled team treats each every task with
passion and develops well crafted approaches that are sure to
address the needs of our clients and partners. There are many
agencies, but none like Royal Empress.
The Team
Camille
Farrell
Account
Executive
Mariah
Rhodes
Associate
Account
Executive
Lauren
Cox
Media
Director
Katherine
McCarthy
Director
of
Institutional
Public
Relations
Zachary
Knight
Institutional
Creative
Director
Sachi
Howard
Directior
of
Marketing
Public
Relations
Dalan
Overstreet
Creative
Marketing
Director