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Keeping Connecticut Green
Diogo Koch Alves, Sam Dyson & Gary Gonzalez
6.4.15
Problem
How do we raise awareness of CGB and motivate residential home owners to go solar?
Who is the target?Why should they care?What is the desired behavior
result?
Targeting
Primary Target: Solar Homes will respond the quickest and with the most volume.
● Volume: largest segment, 482,972 ● Speed: Most likely to recommend
technology● Key: Most likely to own their homes.
Targeting Within Solar HomesPrimary Target: Country Squires
● Earn six-figures● Enjoy sports, outdoor activities,
events Secondary Target: God’s Country
● College educated Baby Boomers● Work / leisure balance
PositioningTo Connecticut residents in the “Solar Homes” segment, Connecticut Green Bank is the smart resource that facilitates an easy transition to solar energy to reduce costs and increase home value by leveraging the company’s experience as the nation's first green bank.
Insight Opportunity
“Solar is for hippies, not me.”
Present solar as a smart investment.
“New solutions for old homes.”
Present solar as an smart investment.
“I need more money for lobster.”
Present solar as a smart investment.
Actionable Insights
MotivationReduction of cost, investment in the home. Not to save the world.
NeedsInformation on how.
Opportunity Position solar as the smart investment.
Customer Context
Behavioral ChangeTurn consumers into brand advocates
Strategy MatrixConverting Solar to
SavingsMedia
Selection Strategic
RoleImplementati
on
Traditional AwarenessOutdoor
MagazineRadio
Digital/SocialAwareness
WOM
SEO/SEMSocial MediaDisplay Ads
PR/Events WOM Social EventsPartnerships
Traditional AdvertisingAwareness
Channel% of
Target
% Above Avera
ge
Targeting
Outdoor 71% 41%Concentrate on top-10 indexing towns.Freeways servicing business hubs.
Magazine
60% 19% Outdoor, sports and music publications.
Radio 55% 10%Stations that match the demographic profile such as rock and public radio.
Digital & SocialAwareness/Word of Mouth
Channel Benefit
SEO/SEMDirect consumers who are actively looking for
information on solar energy to the Connecticut Green Bank website
Social Media
Engaging with social media users and promoting social events as well as generate WOM
Display Ads
Through cookies and DMPs, serve ads to those who search for energy-related content
PR & EventsWord of Mouth
● Touchpoints at events that the consumers attend
● Earned media through conversations and coverage
● Showcase the “power” of solar and erase misconceptions
Converting Sunlight into _______
Wrap Up:● Goal to raise awareness via education pillar
● Get past the “Hippie” stigma● Prove that solar is an efficient
investment● Highlight the savings aspect to the
consumer● Facilitate conversations to create brand
advocacy
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