our power direct marketing plan
TRANSCRIPT
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Presented By Pinnacle Partners
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TEAM
Account Executive
• Jackie
Researcher • Alex
• Charles
Copy Editor• Hussein
• Ola• Zubaida
Art Director• Zubaida
Production• Tsering• Navjot
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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
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PROBLEM OUTLINE
•Barriers to Conversion
-Financial• High Initial Cost, Long ROI
-Education• Low Energy and Financial Knowledge
-Psychological• Negative Perception of Renovations Debt
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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
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COMMUNICATION OBJECTIVES
•Educate Current and Potential Members-Illustrate Investment Opportunities-Energy Consumption Awareness
•Facilitate the Green Movement -Create Brand Advocates
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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
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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
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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
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DIRECT MAIL
•Targets
•Envelope Design
•Invitation to Workshop
•Free Assessment Offer
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MAIL PIECE
FRONT: BACK:
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DIRECT MAIL - EMAIL
•Target
•Cost-Effective
•Reminder for Renovation
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THE LAWN SIGN
•Homeowners with PV System Installed
•Neighborhood
•Build Community Relationship
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THE LAWN SIGN
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COMMUNITY NEWSPAPER
•Targeted Geographic Communities in GTA
•Large Potential Audience
•High Income Readership
•Business Oriented Individuals
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SOCIAL MEDIA
•Large Potential Audience
•Highly Interactive
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SOCIAL MEDIA
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OFFERS
•Free Community Workshops
•Free Our Power Membership
•Free Online Assessments Online Promotional Code
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CREATIVE RATIONALE
•Strategy
•Copy Positioning
•Key Design Elements
•Materials Used
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BUDGET
Total Physical DM Costs 94%
Total E-mail DM Costs 0%
Total Newspaper Ad Costs 5%
Total Lawn Ad Costs 1%
DM COSTS
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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$
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THANK YOU
Alexander Bergen
Charles Musa
Hussein Kassam
Jackline Ankomah
Navjot Gill
Olamide Salami
Tsering Tanzin
Zubaida Musatafa