The document discusses Tesla's new solar roof product. It notes that Tesla has partnered with SolarCity to produce solar roofs that are aesthetically pleasing alternatives to traditional roofs and can save homeowners money on electricity bills. The solar roofs are slated to begin production in mid-2017. Tesla's announcement of the solar roofs was live streamed and covered by publications nationwide. However, some critiques note that Tesla's social media promotion of the product has been less active than other companies and could be improved by targeting specific audiences and persuasively communicating the benefits of the solar roofs.

1. Tesla Solar Roofs
Kelli Moore
Jacob Miller
Corey Reisch
Katie Morgan
Kaylee Shiveley
Hannah Schramka

2. ● Solar Energy is booming!
● Since 2006, solar has experienced a compound annual growth rate
of more than 60%.
● Nearly 260,000 Americans work in solar - more than double the
number in 2012 - at more than 9,000 companies in every U.S. state.
By 2021, that number is expected to increase by 100,000
Situation Analysis
2016: New solar installation every 84
seconds
Current amount of solar installed at U.S.
corporations offsets 1.1 million metric
tons of carbon dioxide each year.
Commercial prices have fallen 58% since
2012 and 16% last year alone.

3. Tesla Solar Roofs
● Tesla + SolarCity
○ Tesla is SolarCity’s parent company.
● Tesla is not just a car company
○ Mission: accelerate the world’s transition to
sustainable energy
■ 3 part solution: Generation, Storage,
Transport
● Beautiful, Affordable, Integrated
● 4-5 million new roofs in the U.S. every year and 20x that
number worldwide
● How do solar roofs compete with traditional roofs?
○ Looks better, lasts longer, and cost (all things

4. Tesla and SolarCity partnered for an announcement
on October 28 of last year -- the Solar Roof would
begin production in mid 2017
Tesla’s Social Media featured a
series of posts throughout the day
about the new product options Launch Day
Announcement
Video was live
streamed from
Universal Studios

5. PR Objectives, Strategies, and Tactics
-Publishing articles nationwide (usa today,
business insider, forbes, huffington post)
-Social Media: promote their new roofing on
multiple media sites such as Facebook
- Posting videos of how the roof works on
their website
-More affordable than regular roofs

6. Target Audiences
Our first question is:
Will these Solar
products be a luxury,
like a Tesla Model S,
or affordable for a
more average
homeowner, like a
Tesla Model 3?

7. Key Messages
● Competitively priced with regular roofing options, the Solar Roof offers a beautiful long
term solution with the potential to save on your family’s electrical bills.
● The Solar Roof takes solar panels to the next level with state of the art technology
designed to complement your home seamlessly.
Tesla is not just an automotive company, it’s an energy innovation
company. Tesla Energy is a critical step in this mission to enable
zero emission power generation.
A logical extension of your Tesla family.
Together the Solar Roof and Tesla cars
build a cohesive ecosystem, perfect for
your environmentally friendly lifestyle.

8. Social Media & Bloggers
After the initial launch Tesla Social
Media has been quiet in comparison
to other major companies
Due to the target audiences and key
messages, Tesla focused on tech
bloggers for their promotion
Bloomberg.com
Fortune.com
greentechmedia.com

9. Effective?
● Keynote announcement has been viewed over 900,000 times.
● Generated positive responses from major business outlets such as Forbes
and Business Insider.
● Overall, no way of knowing whether or not this has been effective until the
product hits the market and public opinion is formed.

10. Room for improvement
● Focus on target audience, go where your market is. This being car
dealerships, brochures, malls within price demographic, ect.
● Video is good, but long. A shorter video would have got the point across,
focus needs redirecting.
● Persuade buyers of appeal, safety, and reasonably priced more.
● Great Plan, would love to add some life to this campaign.
● Need a lot more commercials, displaying the
solarcity and tesla innovation.
● Social Media presence is key for advertising,
have millions of followers with little to no
interaction.

11. THANK YOU...
Any Questions?