Karla Campbell

Heidi Frank

Bart Kieschnick

Lauren Stanat

Krystal Wright

Statement of Purpose

• To educate Green Mountain Energy Company

on viral marketing and our proposed plan to

employ traditional and non-traditional media

vehicles.

Agenda

• Goals

• Media Vision

• Viral Marketing

• Targets and Competition

• Strategies– Viral Delivery

– Viral Results

• Conclusion

Green Mountain Energy Goals

• Education

• Awareness

• Sales

Media Vision

• Par5 will utilize traditional and viral marketing

methods to attract customers committed to

living a green lifestyle.

What is Viral Marketing?

• Goal

• Seeding

Cautions

• Ad clutter

• Difficult to measure

• Loss of control

Viral Delivery vs. Viral Results

Viral Delivery vs. Viral Results

Target Audience

• 25-44

• Homeowners

• Emphasis on women

• One or more children

under 18 in the home

• Well-educated

• Higher income

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

Breakdown in Energy Usage

Dallas/Ft. Worth Metro Area Houston Metro Area

Industrial

14%Residential

38%

Commercial

48%

Residential

33%

Industrial

26%

Commercial

41%

Homeowners

• Homeowners

• Demographics

• Green Homeowners

• Demographics

• Motivation and Concerns

• Education

Why Are Consumers Moving?

Media Usage

• Online

• Television

• Print

Competition

• Reliant Energy

• TXU Energy

• Pedernales Energy Co-Operative

Viral Delivery

Online Community

• Share thoughts or

ideas

• Work on common

projects

• Electronic

communication

Online Community

• Green Mountain Peak: Growing Green

Connections

– Editable profile

– Ability to share pictures, videos

– Newsfeeds

– Blogs

– Widgets

Widgets

• Personalized

• Voluntary Interaction

Widgets

YouTube

YouTube Strategies

• Educational videos • Consumer videos

Referrals

• Refer-a-friend program

• Incentives

• Key: Give up control

Search Engine Marketing

Reaching Movers

• WhiteFence.com

• Builders

• Storage facilities

Viral Results

Public Displays

• Placed in partner office buildings, malls

• Direction towards website

Sees DisplayVisits

Website

Watches

Video

Shares

With Friend

Targeting Schools

• Education

• Positive public relations

Students

&

Teachers

Parents

&

Guardians

Friends

&

Family

WOM WOM &

Online

Earth Day Education Program

• “Go Green” Ecotivities

Toolkit

– Activity books

– Interactive game

– Tchotchke

Conclusion

Questions?