Forte
Forte
Executive Summary/Intro
● Key Research Findings○ SolarCity’s current advantage○ Solar Energy Popularity○ Who uses solar systems
Abby
Profile of Targets
● Residential Focus○ Income○ Motivation
● Thinkers● Innovators
Abby
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
Earl
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
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
Campaign Slogan
“Give green back to your pocket and the planet”
Abby
Phase IInstitutional Phase
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
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
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
Creative - Institutional Phase
A bus stop artistically designed and electronically equipped to charge multiple mobile devices via solar power.
Jennifer
Jennifer
Creative: Institutional Phase Jennifer
Phase IIMarketing Phase
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
Public Relations
Terence
Public Relations
SolarCity Commercial Press Release announcing new locationSocial Media Campaign Better Energy EventInformational Brochure
Terence
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 “Is your energy outdated?”b. “2 Billion Year Old Light Bulb”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
Crea
tive
- M
arke
ting
Pha
se
Andi
Crea
tive
- M
arke
ting
Pha
se
Andi
Direct/Interactive Media Executions
● Google AdWords Campaign● Direct Mailer● Banner Ads on relevant websites● Facebook page● Twitter Account/Campaign
Amanda
Direct/ Interactive Media
● Google adwords
Amanda
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
Media Strategy/Budget
(
Institutional Phase Grand Total: $12,234,040
Rachel
Media Strategy/Budget
Marketing Phase Grand Total: $13,553,199Combined Phases Grand Total: $25,787,239
Rachel
Budget Allocation
Rachel
Wrap-Up
● Choose Forte
● Questions?
Abby