Reduce then Produce was a multi media plan to help homeowners understand and then purchase solar. See the results of the campaign here.

1. ‘REDUCE THEN
PRODUCE’ RESULTS
Dr. Mary Beth McCabe, Sun Marketing
California Center for Sustainable Energy, Dec. 1, 2011

2. July 26, 2011
Mayor Sanders introduces Reduce then
Produce

3. Who is Sun Marketing?
Since the early 1980’s, Dr. Mary Beth McCabe has helped
businesses market better using strategy and media
advertising. She wrote the 2008 marketing plan for the
California Solar Initiative/CCSE and has consulted dozens
of solar businesses. McCabe is the lead faculty, Marketing,
at National University, and is researching solar and
sustainabilty, presenting globally and for Solar Power
International, ASES, and CCSE. She’s recently published
on “Solar Resale Value” and writes for Solar Today.
“California Solar Marketers” is managed by her on linkedin
(564 members) and you may follow her tweets
@solarmarketing.

4. The goal and the customer
benefit
 Introduce ‘Reduce then Produce’ as a Group
Savings Program to San Diego homeowners.
 Promote one brand encouraging Energy
Efficiency, as part of Energy Upgrade
California™.
 Benefit: Get access to an exclusive “best”
solar deal. But before you do that, find out
how efficient is your home.
 Total upfront cost to homeowner< $199. Get
up to $4,000 in incentives for upgrades. RtP
provides a way to finance solar through a
credit union and a group buying incentive.
 Limited time offer, San Diego residents

5. What is different about Reduce
then Produce?
 Most Solar Ads
 Contacts solar
company
 Gets solar
 RTP customer
 Contacts CCSE
 Contacts contractor(s)
 Gets bids to reduce
energy use/pays
<$199.
 Purchases some
needed items
 Gets higher HERS
rating
 Possibly gets solar
with savings

6. How can RtP measure
effectiveness?

7. What the dashboard tells us….
¾ of traffic came from our ad partners, and very little from search, since it’s
New brand and not known yet.

8. High bounce
rate
Half new visits
Spike
after
blackout

10. Let’s look at
the
difference
between
“search” for
‘Reduce
then
Produce’ in
July vs. Nov
2011.
Before….
July 26,
2011
Nothing
about
Reduce then
produce

11. After….
Nov 2011
Three full
pages +
of relevance,
including
those
From Sun
Marketing

12. Blogs by Sun Marketing about
Reduce then Produce
Sunmarketingsolar.blogspot.com
(1521 click thrus)

15. SDH&G and Poway Papers
Rancho Bernardo News Journal,
Poway News Chieftain, Ramona
Sentinel
Four weeks, 1/8 page plus web
ads

17. Web only traffic from banners on local newspaper
Circulation to every homeowner in neighborhood.

20. TV Promo and
Research

21. Radio Script: Money
:60
 If you are thinking about saving energy, by turning off lights, turning
down the thermostat and air conditioner, you are probably thinking
about saving money, too. Here’s a money saver that is a limited
time offer and can save you thousands of dollars before October
20th. The California Center for Sustainable Energy can help you
save money. Not just a few dollars, but up to 4-thousand dollars on
upgrades to your home. If solar fits your needs, you can save 30%
plus a 30% federal tax credit.
 SD Reduceproduce.org can assess your current energy usage and
suggest money saving upgrades.
 That’s SDreduceproduce.org. They’ll set you up with a contractor to
put these energy saving ideas into motion so you can save money
right away! SD Reduce produce.org can help San Diego
homeowners like you! But, Remember this is a limited time offer.
Learn more at SDReduceProduce.org before October 20th. That’s
SD ReduceProduce.org.

22. Radio Script: Comfort
:60
 Comfort means different things to different people. It could
mean your home’s temperature. Are your comfortable right
now? If your home is too hot or too cold, maybe it needs to
be fixed. Here’s what to do. The California Center For
Sustainable Energy can help increase your comfort and help
you stay that way through the changing seasons. Find out
more at sdreduceproduce.org. Reduce then Produce can
help San Diego homeowners like you, by reviewing your
energy use. They will help you find a contractor to assist to
reduce your energy needs, which saves you money and
improves your comfort. For example, if solar fits into your
budget, there are money-saving upgrades and rebates. You’ll
see how to reduce your energy usage up to one-third! You’ll
get tax credits and your own solar PV system – and, you’ll be
comfortable all year round. Visit SDReduceProduce.org by
October 20th. That’s SDReduceProduce.org.

23. Radio spots

25. 9631 visits to our site

26. KPBS Metrics

28. News and related content

29. News metrics from KPBS Nov.

30. Very high click through rate in direct e-mail blast!

32. We ran in 8 morning reports. Originally, they offered 5.

34. We used these social media
 Linkedin.com
 Facebook
 Twitter
 DIGG
 Others

35. ASI Hastings on a RtP evaluation: Posted on Facebook

36. Social Media example: digg

43. From the Jack FM website.
Road Show Promo: 20 spots ran. 374,000 people aged 18+.
196,000 gross impressions.

44. Home Depot event Sept 10 with
Chris Boyer (pictured)

45. And more metrics…..

46. Improvement ideas
 Reach out to manufacturers to request/determine
effective use of co-op marketing funds
 Manage in-home solar parties and webinar
programs
 Identify unique co-marketing opportunities with
commercial clients, residential and commercial
sales along with inside sales teams when
planning marketing strategies
 Provide website improvements and plan for the
next generation website.
 Get into the field on a regular basis to view
installations and talk with customers

47. In summary,
 5,647,176 measured impressions (not
counting social media, that is)
 11,781 measured clicks
 Nearly $100,000 in measured media value for
small spend.

49. mbmccabe@sunmarketing.net 858 488
2867
Thank you