Marketing And Communications Plan - Energy
august 27, 2010 DRAFTi n los a n g e l es co u n ty marketing andcommunications plan
table of contentsSummary Overview .3Proposed.Implementation.Plan.10Introduction .11Program Goals and Objectives .13Marketing and Outreach Goals and Structure . .14Strategy . g. .304.City.and.COG.Outreach. .305.Contractor.Marketing.316.Realtor.Marketing. n .37Descriptions of Marketing/Communications Tools . . 38Descriptions of Key Messages .43Aug usT 27, 2010 DRAFT marketing and communications plan 1
summary overview The Statewide rovided. iciency.upgrades.Energy Upgrade and.counties.throughout.the.nation.Energy Upgrade California in LosAngeles perty.owner.investment.of. 5,000.to. n.overview.of.schedule.and.timing.Marketing rts.include:1. Countywide Marketing(and Media Relations)2. Pilot Marketing Areas3. Trigger-Event MarketingAug usT 27, 2010 DRAFT marketing and communications plan 3
1. Countywide Marketing andOutreach4. City Outreach5. Contractor Marketing6. Realtor Marketing7. Retail Partner Marketing8. Multi-Family Marketing9. Whole Neighborhood aimed.at.three.audiences:countywide marketing/outreach tacticsCity InformationCable TVLocalMediaLocalEventsCommunityof InterestCounty Newsletters CommunityNewslettersEventsOut nceTheatersSocialMediaSiteSignageDirect Mailto Hot SpotsRetailPartnersBillboardsCity TV4 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles CcountyTransitSheltersMassMedia
“Early program.and.rebates. and.“do.the.right.thing”.for.the.environment. utilities,.the.County.or.cities.will.attend. Social gram. Countywide tractors. Countywide Media n-language.publications. Home Energy Makeover e.at.Program.launch.and.one.in.Spring.2011. Media nclude: Direct ome.and.household.income.County a.whole.house.Aug usT 27, 2010 DRAFT marketing and communications plan 5
Identifying Locations of lysis.efforts: Parcel-Based Market Analysis. tor.marketing.strategies.Pilot Marketing de: High.percentage.of.houses.built.before.1978 High.percentage.of.homeownership High.energy.usage Demographics:.–.Income. 60,000- .percentage.of.households.with.4 .peopleAdditional.considerations.include: .interested.in.an.energy.upgrade) and.multicultural) r.target.audiences2. Pilot Area ths.One.suggested.pilot.marketing.area.6 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
me.is. h.will.include: Intense Grassroots d.throughout.their.communities. Saturation dena marketing targetKPCC PasadenaPasadenaStar ltadena Town& Country ClubKROQPasadenaPasadenaWeeklyArt BreakHome DepotChurchBulletinsGreat IndoorsSantaComing kHistoryParadeSentinelSheriff SupportGroupAltadena TownCouncilHome ExpoAltadenaHeadlinesExaminerAltadena ArtsCouncilAltadenaChamber ofCommerceFourth of JulyFireworks atTown & Country ClubMaster BuildersAltadenaConnectionHauntedHouse atAltadena ena CommunityLeague ofImprovement CenterWomen VotersKCBSKLVESummer ConcertSeries at Farnsworth ParkWorld MusicFestival ce HardwareAug usT 27, 2010 DRAFT marketing and communications plan 7
to.the.website. Energy Champion Awards proposal.for.innovative.incentive.approaches. Run.stories.in.print.and.online.newsletters. . .City.Hall.lobbies. ations. itle.companies/.mortgage.brokers).3. Trigger Event advertising.Trigger.events.include: water.heaters. .or.just.to.renew.the.house. se. ouse.4. City and COG raged.to:5. Contractor ted.at.the.orientation.sessions.Kits.will.contain: Talking.points DVD.of.the.video room.for.their.contact.info);.more.can.be.ordered8 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
ouse.approach.8. Multi-Family Outreach eing.developed.through.a.statewide.consortium. m.their.own.websites9. Whole Neighborhood panels.or.new.windows,.for.example.6. Realtor lanning.phases.Incentives and .offer. 1,000.for.the.Basic.Path.and.up.to. d.offer.homeowners.up.to. 3,000.for.elements.in.the.Basic.Path,.up.to. .to. ing.all.other.required.forms.7. Retail Partner e.provided: Information.centers Program.collateral Table.tents Window.clingsAug usT 27, 2010 DRAFT marketing and communications plan 9
Proposed Implementation Plan10 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
introductionThe Statewide 0. rchased.energy.from.2008.levels rchased.energy.from.2008.levels n.keeping.with.climate.change.mitigation.Energy Upgrade Market .emission.reduction.implementation.strategy.Energy Upgrade Californiain Los Angeles ug usT 27, 2010 DRAFT marketing and communications plan 11
roperty.owner.investment.of. 5,000.to iming.12 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
programs goals and objectives rough.three.funding.sources:1. pleted.retrofits: . us.2,600.multi-family.homes;2. ding . and.associated.energy.costs.by. 4.million.per.year;3. California.Energy.Commission.Discretionary.grant . Create.3,200.jobs;.and . rofit objectives by funding sourceEECBGRRUCECTOTALsingle-family Homes15,0004,2008,06027,260multi-family Homes01,4001,2402,64029,900Aug usT 27, 2010 DRAFT marketing and communications plan 13
marketing and outreach programgoals and structure1. Goals2. achieve.these.major.objectives:1. Program goals met: forts .this.Plan) erials.developed.through.this.Plan)1. Build broad, positive awareness ofthe Program2. Educate property owners toovercome barriers to participation3. Target marketing efforts to driveparticipation by key audiences,identified in surveys4. Align and coordinate othermarketing efforts by utilities andother partners2. 300,000 unique hits on a robustwebsite (or calls to the call center)5. Create a sustained market for awhole-house performance approach,leading to long-term behavioralchange3. Virtual “word-of-mouth” buzzcreated through social media,resulting in click throughs to thewebsite14 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
4. Communications kits available forcounty, COG, cities, communityleaders and environmental groups5. Marketing kits available for partners(contractors, realtors)6. Informational materials placed withretailers, cities, county offices7. 50,000,000 media/advertising/inperson impressions through: s.placed ries.placed Radio/TV.PSAs.placed City.TV.programs.placed Paid.radio,.TV.promos,.ads Paid.print.ads Community.meetings Targeted.direct.mail.8. Consolidated information in a“one-stop shop” approach3. Incentives and .offer. 1,000.for.the.Basic.Path.and.up.to. d.offer.homeowners.up.to. 3,000.for.elements.in.the.Basic.Path,. .to. d.forms.rebate structureELEMENTCOUNTyFEd. TAx CREdITHOME STARUTILITIESFUNdEdBasic pathtBDadvanced pathtBDsilver stargold star 1,00030% of eligibleimprovements, up to 1,500 (expires Dec. 31) 2,500 for 20%tBDtBD 500 for 5% 500 for 5%Aug usT 27, 2010 DRAFT marketing and communications plan 15
4. Coordination Between LocalGovernment and sponsibilities.(next.page).16 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
marketing/outreach coordinationPROGRAM ELEMENTLEAdCOUNTymarket researchUTILITIESprogram name/logoWebsite portaladvertising campaign/principlesdevelopmentservice territorymedia Buys (regional)this document will direct all marketingactivitiesXcec will own the brand and has finalvote on statewide name; tagline can becustomized for la countyXstatewide portal linked to utility pages orsites–main info and materials on thisone sitePrint and online, available for cities tocustomize as neededXretail outlet materialsXdirect mail (e.g., billinserts, other mailers)Mainstream and ethnic media buysBoth mainstream and ethnic media inhotspots and la countyXcall centercontractormarketing toolkitXXXlocal media Buys(la county)COMMENTStelephone surveys, focus groups andmarket analysisXmarketing/communications planmarketingtemplatesjOINTXone phone number managed by utilities;county to help produce scriptXMay include kiosks, short videostBDcounty will develop marketing materialsfor contractorsXcounty assessormaterialsXMaterials included in water bills,property tax billscommunity-BasedoutreachXtargeted grassroots marketing(includes local events)community eventspublic relationsHome energymakeover contestXXutilities attend countywide events;county attends local eventsXXutilities take lead for service territory;county for local or supervisor-initiatedPRXAug usT 27, 2010 DRAFT marketing and communications plan 17
strategy .efforts.include:1. Early Adopters:.Tho
marketing and communications plan 3. 4. City Outreach 5. Contractor Marketing 6. Realtor Marketing 7. Retail Partner Marketing 8. Multi-Family Marketing 9. Whole Neighborhood Marketing . Social Media Community Newsletters Lo
Institutional Marketing and Communications is the primary communications and marketing organization for the University of Wyoming. Institutional Marketing and Communications enhances . Develop, execute and assess integrated, strategic marketing and communications programs, both internal and external, that strengthen, promote and protect .
Marketing Plan Workbook for Independent Professionals Publishing Info 2 Welcome 3 Table of Contents 4 The Eight Marketing Principles 5 1. The Game of Marketing 6 2. Marketing Mindset 10 3. Marketing Messages 16 4. Marketing Conversations 19 5. Marketing Currency 22 6. Marketing Strategies 25 .
May 05, 2011 · 3022 Broadway . Uris Hall, Room 604 . New York, NY 10027 . dn75@columbia.edu . May 5, 2011 . Abstract . We review accounting principles related to the reporting of marketing activities and evaluate their implications for marketing research and practice. Based on our review, we argue thatFile Size: 393KBPage Count: 50Explore further(PDF) Strategic Marketing and Marketing Strategy: Domain .www.researchgate.net(PDF) Marketing Management - ResearchGatewww.researchgate.net5 Marketing Management Orientationscommercemates.com5 Marketing Concepts: Marketing Management Philosophieswww.iedunote.comBasic Marketing Principles - Mercer Universityfaculty.mercer.eduRecommended to you b
UNIT: - I BASIC CONCEPTS IN MARKETING MANAGEMENT STRUCTURE 1.0 Introduction to Marketing 1.1 Definition of Marketing 1.2 Evolution of Marketing 1.3 Marketing Concept 1.4 Role of Marketing 1.5 Strategic Marketing Planning 1.6 Scope of Marketing 1.7 Approaches of Marketing 1.8
1. Marketing communications play an important role for all companies. ANS: T PTS: 1 2. According to a recent study, integrated marketing communications is seldom employed by business-to-business marketers. ANS: F PTS: 1 3. The marketing communications component of the marketing mix has decreased dramatically in importance in recent decades.
Trinity University Integrated Marketing & Communications Plan5 OVERVIEW The Trinity University Integrated Marketing and Communications Plan (IMC Plan) describes a new, holistic approach to the University’s external marketing and communication strategy. The Plan serves as a guide to help reshape brand
1. Understand what a marketing manager does. 2. Know what marketing strategy planning is—and why it is the focus of this book. 3. Understand target marketing. 4. Be familiar with the four Ps in a marketing mix. 5. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 2–2
Asset management is therefore about aligning the way we manage our assets with our corporate objectives. In the case of Network Rail our principle aim is the delivery of our outputs in a safe and sustainable way, balancing life cycle costing with initial affordability. Our decision making always considers whole system and lifecycle costs and is subject to continual refinement from our .
