gmecdeck
DESCRIPTION
TRANSCRIPT
![Page 1: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/1.jpg)
Karla Campbell
Heidi Frank
Bart Kieschnick
Lauren Stanat
Krystal Wright
![Page 2: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/2.jpg)
Statement of Purpose
• To educate Green Mountain Energy Company
on viral marketing and our proposed plan to
employ traditional and non-traditional media
vehicles.
![Page 3: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/3.jpg)
Agenda
• Goals
• Media Vision
• Viral Marketing
• Targets and Competition
• Strategies– Viral Delivery
– Viral Results
• Conclusion
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Green Mountain Energy Goals
• Education
• Awareness
• Sales
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Media Vision
• Par5 will utilize traditional and viral marketing
methods to attract customers committed to
living a green lifestyle.
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What is Viral Marketing?
• Goal
• Seeding
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Cautions
• Ad clutter
• Difficult to measure
• Loss of control
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Viral Delivery vs. Viral Results
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Viral Delivery vs. Viral Results
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Target Audience
• 25-44
• Homeowners
• Emphasis on women
• One or more children
under 18 in the home
• Well-educated
• Higher income
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Houston and Dallas Demographics
• Total population 3,377,431+
• Households• Family households 722,375
• With children under 18 372,825
• Average Household Size 2.695
• Average Family Size 3.52
• Occupied Housing Units 441,632
• Vacant Housing Units 67,448
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Breakdown in Energy Usage
Dallas/Ft. Worth Metro Area Houston Metro Area
Industrial
14%Residential
38%
Commercial
48%
Residential
33%
Industrial
26%
Commercial
41%
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Homeowners
• Homeowners
• Demographics
• Green Homeowners
• Demographics
• Motivation and Concerns
• Education
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Why Are Consumers Moving?
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Media Usage
• Online
• Television
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Competition
• Reliant Energy
• TXU Energy
• Pedernales Energy Co-Operative
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Viral Delivery
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Online Community
• Share thoughts or
ideas
• Work on common
projects
• Electronic
communication
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Online Community
• Green Mountain Peak: Growing Green
Connections
– Editable profile
– Ability to share pictures, videos
– Newsfeeds
– Blogs
– Widgets
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Widgets
• Personalized
• Voluntary Interaction
![Page 22: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/22.jpg)
Widgets
![Page 23: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/23.jpg)
YouTube
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YouTube Strategies
• Educational videos • Consumer videos
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Referrals
• Refer-a-friend program
• Incentives
• Key: Give up control
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Search Engine Marketing
![Page 27: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/27.jpg)
Reaching Movers
• WhiteFence.com
• Builders
• Storage facilities
![Page 28: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/28.jpg)
Viral Results
![Page 29: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/29.jpg)
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Public Displays
• Placed in partner office buildings, malls
• Direction towards website
Sees DisplayVisits
Website
Watches
Video
Shares
With Friend
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Targeting Schools
• Education
• Positive public relations
Students
&
Teachers
Parents
&
Guardians
Friends
&
Family
WOM WOM &
Online
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Earth Day Education Program
• “Go Green” Ecotivities
Toolkit
– Activity books
– Interactive game
– Tchotchke
![Page 34: Gmecdeck](https://reader036.vdocuments.site/reader036/viewer/2022081414/54c66c5f4a7959e6368b465a/html5/thumbnails/34.jpg)
Conclusion
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Questions?