our power direct marketing plan

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

EMAIL

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

•Facebook

•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