our power direct marketing plan
TRANSCRIPT
Presented By Pinnacle Partners
TEAM
Account Executive
• Jackie
Researcher • Alex
• Charles
Copy Editor• Hussein
• Ola• Zubaida
Art Director• Zubaida
Production• Tsering• Navjot
WHAT IS OUR POWER?
•Environmentally Conscious Not-For-Profit Organization
•Mission Statement: “Our Power's mission is to facilitate massive change and growth in
homeowner solar energy.”
•Product Offering
PROBLEM OUTLINE
•Barriers to Conversion
-Financial• High Initial Cost, Long ROI
-Education• Low Energy and Financial Knowledge
-Psychological• Negative Perception of Renovations Debt
BUSINESS OBJECTIVES
Medium Response Rate
Number Sent Cost ($)
Direct Mail (Physical)
1% 100,000 $44,492
Direct Mail (Email)
8% 4480 $200
Social Media N/A N/A $0
Community Newspaper
0.5% 205,000 $2,200
Lawn Advertisement
N/A 110 $550
COMMUNICATION OBJECTIVES
•Educate Current and Potential Members-Illustrate Investment Opportunities-Energy Consumption Awareness
•Facilitate the Green Movement -Create Brand Advocates
RESEARCH
•Large Housing Market in Toronto Area
•Energy Rates to Rise 50% in the Next 5 Years
•65% of Canadians Willing to Spend More for• Renewable Energy
•Previous Unsuccessful Marketing Attempts-Brochure-Email
TARGET MARKETS
Business Savvy Homeowners
High Income
Educated (Post-Secondary Education)
Financially Literate
Environmentally Conscious Homeowners
Environmentally Conscious Homeowners
Reduce Carbon Footprint
Involved in Green Organizations
LISTS USED
•Our Power House List-4400 Members-Previously Target Neighbourhoods
•Rental List-In GTA-Targeting High Income Neighborhoods-Readership of Financial Journals i.e. Economist
DIRECT MAIL
•Targets
•Envelope Design
•Invitation to Workshop
•Free Assessment Offer
MAIL PIECE
FRONT: BACK:
DIRECT MAIL - EMAIL
•Target
•Cost-Effective
•Reminder for Renovation
THE LAWN SIGN
•Homeowners with PV System Installed
•Neighborhood
•Build Community Relationship
THE LAWN SIGN
COMMUNITY NEWSPAPER
•Targeted Geographic Communities in GTA
•Large Potential Audience
•High Income Readership
•Business Oriented Individuals
SOCIAL MEDIA
•Large Potential Audience
•Highly Interactive
SOCIAL MEDIA
OFFERS
•Free Community Workshops
•Free Our Power Membership
•Free Online Assessments Online Promotional Code
CREATIVE RATIONALE
•Strategy
•Copy Positioning
•Key Design Elements
•Materials Used
BUDGET
Total Physical DM Costs 94%
Total E-mail DM Costs 0%
Total Newspaper Ad Costs 5%
Total Lawn Ad Costs 1%
DM COSTS
TIME LINE
Total Gross
Week Beginning Monday Cost ($)
Our Power
Direct Mail Direct Mail Piece 24,000.00$
EmailTOTAL MEDIA SPEND 24,000.00$
NewspapersThe Gleaner (Annex) 6,000.00$
The Gleaner (Liberty City) 6,000.00$
Post City 6,000.00$
TOTAL MEDIA SPEND 18,000.00$
Social MediaFacebook
TOTAL MEDIA SPEND 42,000.00
TOTAL EXPENDITURE
December
$0.00 $0.00
September October
$0.00 $0.00
November
Our Power Timing Chart
AugustJuly JuneMayAprilMarchFebruaryJanuary
$0.00 $0.0011,000.00$ 11,000.00$ 11,000.00$ 3,000.00$ 3,000.00$ 3,000.00$
THANK YOU
Alexander Bergen
Charles Musa
Hussein Kassam
Jackline Ankomah
Navjot Gill
Olamide Salami
Tsering Tanzin
Zubaida Musatafa