Reduce then Produce Results
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Transcript of Reduce then Produce Results
‘REDUCE THEN PRODUCE’ RESULTS
Dr. Mary Beth McCabe, Sun Marketing
California Center for Sustainable Energy, Dec. 1, 2011
Who is Sun Marketing?
Since the early 1980’s, Dr. Mary Beth McCabe has helped businesses market better using strategy and media advertising. She wrote the 2008 marketing plan for the California Solar Initiative/CCSE and has consulted dozens of solar businesses. McCabe is the lead faculty, Marketing, at National University, and is researching solar and sustainabilty, presenting globally and for Solar Power International, ASES, and CCSE. She’s recently published on “Solar Resale Value” and writes for Solar Today. “California Solar Marketers” is managed by her on linkedin (564 members) and you may follow her tweets @solarmarketing.
The goal and the customer benefit Introduce ‘Reduce then Produce’ as a Group
Savings Program to San Diego homeowners. Promote one brand encouraging Energy
Efficiency, as part of Energy Upgrade California™.
Benefit: Get access to an exclusive “best” solar deal. But before you do that, find out how efficient is your home.
Total upfront cost to homeowner< $199. Get up to $4,000 in incentives for upgrades. RtP provides a way to finance solar through a credit union and a group buying incentive.
Limited time offer, San Diego residents
What is different about Reduce then Produce?
Most Solar Ads Contacts solar
company Gets solar
RTP customer Contacts CCSE Contacts contractor(s) Gets bids to reduce
energy use/pays <$199.
Purchases some needed items
Gets higher HERS rating
Possibly gets solar with savings
What the dashboard tells us….
¾ of traffic came from our ad partners, and very little from search, since it’s aNew brand and not known yet.
Let’s look at the difference between“search” for ‘Reduce then Produce’ in July vs. Nov 2011.Before….July 26, 2011Nothing about Reduce then produce
SDH&G and Poway Papers
Rancho Bernardo News Journal, Poway News Chieftain, Ramona Sentinel Four weeks, 1/8 page plus web ads
Radio Script: Money
:60 If you are thinking about saving energy, by turning off lights, turning
down the thermostat and air conditioner, you are probably thinking about saving money, too. Here’s a money saver that is a limited time offer and can save you thousands of dollars before October 20th. The California Center for Sustainable Energy can help you save money. Not just a few dollars, but up to 4-thousand dollars on upgrades to your home. If solar fits your needs, you can save 30% plus a 30% federal tax credit.
SD Reduceproduce.org can assess your current energy usage and suggest money saving upgrades.
That’s SDreduceproduce.org. They’ll set you up with a contractor to put these energy saving ideas into motion so you can save money right away! SD Reduce produce.org can help San Diego homeowners like you! But, Remember this is a limited time offer. Learn more at SDReduceProduce.org before October 20th. That’s SD ReduceProduce.org.
Radio Script: Comfort
:60 Comfort means different things to different people. It could mean
your home’s temperature. Are your comfortable right now? If your home is too hot or too cold, maybe it needs to be fixed. Here’s what to do. The California Center For Sustainable Energy can help increase your comfort and help you stay that way through the changing seasons. Find out more at sdreduceproduce.org. Reduce then Produce can help San Diego homeowners like you, by reviewing your energy use. They will help you find a contractor to assist to reduce your energy needs, which saves you money and improves your comfort. For example, if solar fits into your budget, there are money-saving upgrades and rebates. You’ll see how to reduce your energy usage up to one-third! You’ll get tax credits and your own solar PV system – and, you’ll be comfortable all year round. Visit SDReduceProduce.org by October 20th. That’s SDReduceProduce.org.
ComfortRP15.mp3MoneyRP15(2).mp3
Radio spots
MoneyRP30(2).mp3
MoneyRP60(2).mp3
ComfortRP30(2).mp3
ComfortRP60(2).mp3
From the Jack FM website.
Road Show Promo: 20 spots ran. 374,000 people aged 18+. 196,000 gross impressions.
Improvement ideas
Reach out to manufacturers to request/determine effective use of co-op marketing funds
Manage in-home solar parties and webinar programs
Identify unique co-marketing opportunities with commercial clients, residential and commercial sales along with inside sales teams when planning marketing strategies
Provide website improvements and plan for the next generation website.
Get into the field on a regular basis to view installations and talk with customers
In summary,
5,647,176 measured impressions (not counting social media, that is)
11,781 measured clicks Nearly $100,000 in measured media
value for small spend.