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Energy Reduction Coalition
An advertising campaign brought to you by Bright
ADeas
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Meet the Agency
Ashley PendergastArt Director
Emily ProgMarketing Director
Keely O’ConnorCopy Editor
Weiyi YinResearch Specialist
Ross McCormickAccount Planner
Jun PengCreative Director
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Executive Summary
• ERC offers businesses opportunity to save money on monthly energy bill with LED conversion
• Campaign will showcase the benefits the ERC offers their clients: saving them money
• Advertising, marketing, promotion and social media
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Client History
• Michigan non-profit organization dedicated to LED conversion
• Established by Carl Walsh in 2012
• Dedicated to establishing a “win-win” situation for both the individual and the world
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• Make the world a better place
• Replace current lighting with LED
• Take on all the cost and risk• Guarantees 20%+ reduction
in first energy bill• No contract, no
commitment• Can stop service at any
time
Service Description
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The Situation
LED Manufactur
ers
LEDOrganizatio
ns
PhillipsSHARPGE
Lighting Understanding for a More Efficient Nation (LUMEN)
The LED Company
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Secondary Research
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Primary Research
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SWOT AnalysisStrengths
• Save clients 20-60%• ERC takes on all risk,
pays all fees• Credible business
partners• Benevolent purpose
Weaknesses• New company• Lack of LED
knowledge• Lack of trust– “too
good to be true”
Opportunities• Few LED conversion
companies in market• Open to all businesses• Low awareness of LED
lighting
Threats• Lack of brand awareness• Skepticism among
prospective clients
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Creative BriefProblem
Objective
Positioning
Audience
Tone
Brand
Unawareness
Awareness and benefits
Win-win situation, saving clients moneyCommercial businesses, municipalitiesPolite and informative
Money-saving organization with a trustworthy reputation
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The Bright ADea
• Main benefit of the ERC needs to be showcased
• The ERC will save your company money!
• Greater understanding of the ERC’s services and benefits
• Simple and clear design
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Digital
Outdoor
Direct Mail
Radio
Television
The CampaignRebranding
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EnvironmentRepresentConservation
Rebranding
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Brand Toolkit
MyriadMinion
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Website Redesign
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Social Media
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Outdoor
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Outdoor
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Direct Mail
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Merchandise
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Brochure
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TelevisionVideo:(MS) A new employee and a boss walk into an office with the lights turned off.
Video:(DS) The new employee and boss walk over to the cubicles to meet the other staff and the room is dark
Video:Black background white writing
Audio: Boss: Welcome aboard, Wilson!Wilson: Thank you sir. I’d shake your hand if I could see it.
Audio:Wilson: Why are the lights off?Boss: The energy bill was too high.New guy: Oh…
Audio: None
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TelevisionVideo:(MS) Wilson meets a new boss at a new office that has great lighting. Wilson shakes new boss’ hand.
Video:(MS) Wilson walks into his new bosses office with him. Video:White background with the rolling ticker seen in the billboards company information logo colors.
Audio: Boss: Welcome aboard Wilson!Wilson: Thank you sir.
Audio:Wilson: Wow this is nothing like the last place I took a job at, the guy was too broke to turn on his lights. Boss: Yea, I used to be cheap until I switched to the ERC.
Audio:ANNCR: Save at least 20% on your next energy bill. Switch to LED, call the ERC.
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Radio
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Flight Plan
Year-round savings!
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Thank You!
+ =A win-win situation!