forte - s3images.coroflot.com · pitch to kmgh tv station for media coverage in denver anr for...
TRANSCRIPT
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Forte
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Executive Summary/Intro
● Key Research Findings○ SolarCity’s current advantage○ Solar Energy Popularity○ Who uses solar systems
Abby
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Profile of Targets
● Residential Focus○ Income○ Motivation
● Thinkers● Innovators
Abby
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SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Earl
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Overall Campaign Objectives
Institutional – Client Focus
To occur during March 1, 2015 – May 30, 2015 timeframe
1. To position SolarCity as an environment-friendly company that benefits its consumers by reaching 70 percent of the target market by the end of our three-month campaign
Abby
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Overall Campaign ObjectivesMarketing – Panels + Installation Focus
To occur during June 1, 2015 – September 30, 2015 timeframe
1. To establish SolarCity as an affordable purchase with top-of mind awareness for 60 percent of families along the South West and New England regions of the United States (target regions)
2. To increase SolarCity’s residential panel installations in target regions by 15 percent after four months.
Abby
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Campaign Slogan
“Give green back to your pocket and the planet”
Abby
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Phase IInstitutional Phase
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Public Relations
SolarCity to Host Community Festival: “Give Green Back Concert Series”
● Local band performances● Local restaurant and business participation● Gives community first-hand experience with
the SolarCity brand
Wilder
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Public Relations
● Press release for event in Denver● Pitch to KMGH TV Station for media
coverage in Denver● ANR for radio spot in Denver● Blogger pitch for event in Denver● Press release for restaurant partnership in
Denver
Wilder
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Creative- Institutional Phase1. Print Ad’s
a. “Capture the Sun”b. “Let the sun do the work”
2. Billboarda. “Turn sunshine into savings”
3. Bus Shelter Ada. “Charge Up”
4. Informational Brochurea. Raise Awareness of SolarCity
Jennifer
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Creative - Institutional Phase
A bus stop artistically designed and electronically equipped to charge multiple mobile devices via solar power.
Jennifer
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Jennifer
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Creative: Institutional Phase Jennifer
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Phase IIMarketing Phase
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Public Relations
This commercial would show all of what SolarCity has to offer as a company and what its product can do for the viewer.
Terence
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Public Relations
Terence
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Public Relations
SolarCity Commercial Press Release announcing new locationSocial Media Campaign Better Energy EventInformational Brochure
Terence
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Creative - Marketing Phase
1. Print adsa. “Is your energy outdated?”b. “2 Billion Year Old Light Bulb”
2. Billboard a. “Potential of the Sun”
3. Sponsored 5K Eventa. “Power Through It”
4. TV Spot a. “Be the Change”
Andi
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Crea
tive
- M
arke
ting
Pha
se
Andi
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Crea
tive
- M
arke
ting
Pha
se
Andi
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Direct/Interactive Media Executions
● Google AdWords Campaign● Direct Mailer● Banner Ads on relevant websites● Facebook page● Twitter Account/Campaign
Amanda
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Direct/ Interactive Media
● Google adwords
Amanda
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Direct
Direct mailer will include a letter to the resident, a brochure illustrating who SolarCity is and a 10% off discount they can redeem on a SolarCity purchase.
Amanda
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Media Strategy/Budget
(
Institutional Phase Grand Total: $12,234,040
Rachel
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Media Strategy/Budget
Marketing Phase Grand Total: $13,553,199Combined Phases Grand Total: $25,787,239
Rachel
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Budget Allocation
Rachel
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Wrap-Up
● Choose Forte
● Questions?
Abby