Forte

Executive Summary/Intro

● Key Research Findings○ SolarCity’s current advantage○ Solar Energy Popularity○ Who uses solar systems

Abby

Profile of Targets

● Residential Focus○ Income○ Motivation

● Thinkers● Innovators

Abby

SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Earl

Overall Campaign Objectives

Institutional – Client Focus

To occur during March 1, 2015 – May 30, 2015 timeframe

1. To position SolarCity as an environment-friendly company that benefits its consumers by reaching 70 percent of the target market by the end of our three-month campaign

Abby

Overall Campaign ObjectivesMarketing – Panels + Installation Focus

To occur during June 1, 2015 – September 30, 2015 timeframe

1. To establish SolarCity as an affordable purchase with top-of mind awareness for 60 percent of families along the South West and New England regions of the United States (target regions)

2. To increase SolarCity’s residential panel installations in target regions by 15 percent after four months.

Abby

Campaign Slogan

“Give green back to your pocket and the planet”

Abby

Phase IInstitutional Phase

Public Relations

SolarCity to Host Community Festival: “Give Green Back Concert Series”

● Local band performances● Local restaurant and business participation● Gives community first-hand experience with

the SolarCity brand

Wilder

Public Relations

● Press release for event in Denver● Pitch to KMGH TV Station for media

coverage in Denver● ANR for radio spot in Denver● Blogger pitch for event in Denver● Press release for restaurant partnership in

Denver

Wilder

Creative- Institutional Phase1. Print Ad’s

a. “Capture the Sun”b. “Let the sun do the work”

2. Billboarda. “Turn sunshine into savings”

3. Bus Shelter Ada. “Charge Up”

4. Informational Brochurea. Raise Awareness of SolarCity

Jennifer

Creative - Institutional Phase

A bus stop artistically designed and electronically equipped to charge multiple mobile devices via solar power.

Jennifer

Jennifer

Creative: Institutional Phase Jennifer

Phase IIMarketing Phase

Public Relations

This commercial would show all of what SolarCity has to offer as a company and what its product can do for the viewer.

Terence

Public Relations

Terence

Public Relations

SolarCity Commercial Press Release announcing new locationSocial Media Campaign Better Energy EventInformational Brochure

Terence

Creative - Marketing Phase

1. Print adsa. “Is your energy outdated?”b. “2 Billion Year Old Light Bulb”

2. Billboard a. “Potential of the Sun”

3. Sponsored 5K Eventa. “Power Through It”

4. TV Spot a. “Be the Change”

Andi

Crea

tive

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ting

Pha

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Andi

Crea

tive

- M

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ting

Pha

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Andi

Direct/Interactive Media Executions

● Google AdWords Campaign● Direct Mailer● Banner Ads on relevant websites● Facebook page● Twitter Account/Campaign

Amanda

Direct/ Interactive Media

● Google adwords

Amanda

Direct

Direct mailer will include a letter to the resident, a brochure illustrating who SolarCity is and a 10% off discount they can redeem on a SolarCity purchase.

Amanda

Media Strategy/Budget

(

Institutional Phase Grand Total: $12,234,040

Rachel

Media Strategy/Budget

Marketing Phase Grand Total: $13,553,199Combined Phases Grand Total: $25,787,239

Rachel

Budget Allocation

Rachel

Wrap-Up

● Choose Forte

● Questions?

Abby