Keeping Connecticut Green

Diogo Koch Alves, Sam Dyson & Gary Gonzalez

6.4.15

Roadmap

1Proble

m

S-T-P-C2

Strategy4

3Key

Insights

5Executio

n

1 // Problem

Problem

How do we raise awareness of CGB and motivate residential home owners to go solar?

Who is the target?Why should they care?What is the desired behavior

result?

The Brand Pillars

INN

OV

ATE

ED

UC

ATE

AC

TIV

ATE

CGB Brand DNA

2 // S-T-P-CSegmenting, Targeting,

Positioning & Connecting

Segmenting

1.Solar Homes (450k)

2.Prudent Yankees (85k)3.Solar Prospects (250k)

Targeting

Primary Target: Solar Homes will respond the quickest and with the most volume.

● Volume: largest segment, 482,972 ● Speed: Most likely to recommend

technology● Key: Most likely to own their homes.

Targeting Within Solar HomesPrimary Target: Country Squires

● Earn six-figures● Enjoy sports, outdoor activities,

events Secondary Target: God’s Country

● College educated Baby Boomers● Work / leisure balance

Targeting: Country Squires (98k)

$$160K 93% 90% 62% 66%

PositioningTo Connecticut residents in the “Solar Homes” segment, Connecticut Green Bank is the smart resource that facilitates an easy transition to solar energy to reduce costs and increase home value by leveraging the company’s experience as the nation's first green bank.

3 // Insights(Connecting)

Insight Opportunity

“Solar is for hippies, not me.”

Present solar as a smart investment.

“New solutions for old homes.”

Present solar as an smart investment.

“I need more money for lobster.”

Present solar as a smart investment.

Actionable Insights

MotivationReduction of cost, investment in the home. Not to save the world.

NeedsInformation on how.

Opportunity Position solar as the smart investment.

Customer Context

Behavioral ChangeTurn consumers into brand advocates

4 // Strategy

Strategy MatrixConverting Solar to

SavingsMedia

Selection Strategic

RoleImplementati

on

Traditional AwarenessOutdoor

MagazineRadio

Digital/SocialAwareness

WOM

SEO/SEMSocial MediaDisplay Ads

PR/Events WOM Social EventsPartnerships

5 // Execution

Traditional AdvertisingAwareness

Channel% of

Target

% Above Avera

ge

Targeting

Outdoor 71% 41%Concentrate on top-10 indexing towns.Freeways servicing business hubs.

Magazine

60% 19% Outdoor, sports and music publications.

Radio 55% 10%Stations that match the demographic profile such as rock and public radio.

Digital & SocialAwareness/Word of Mouth

Channel Benefit

SEO/SEMDirect consumers who are actively looking for

information on solar energy to the Connecticut Green Bank website

Social Media

Engaging with social media users and promoting social events as well as generate WOM

Display Ads

Through cookies and DMPs, serve ads to those who search for energy-related content

PR & EventsWord of Mouth

● Touchpoints at events that the consumers attend

● Earned media through conversations and coverage

● Showcase the “power” of solar and erase misconceptions

Converting Sunlight into _______

Wrap Up:● Goal to raise awareness via education pillar

● Get past the “Hippie” stigma● Prove that solar is an efficient

investment● Highlight the savings aspect to the

consumer● Facilitate conversations to create brand

advocacy

Thank You