Brand repositioning connecticut greenbank

II_AGENDA

Industry

Objectives

Insights

CDJ

Problem

Research

STP

Campaign

III_INDUSTRY BACKGROUND

● The residential solar has crossed the 6 GW in 2014, growing 51% over 2013.

● The cost to install solar has dropped by more than 73% since 2006

● With the reduction of federal investment tax credits, the installed capacity is forecasted to decline by 57% decline in 2017

Solar Growth in the U.S.

Source: SEIA

IV_SITUATION ANALYSIS

Energy Production in the U.S. and where Connecticut Green Bank stands

Source: U.S. Energy Administration

People’s perception of solar

◆ For the greater good of the environment

◆ Lack of understanding and awareness

◆ Complex and expensive process

VI_BUSINESS PROBLEM

Solar in reality

◆ Growth in asset value of property

◆ ROI of 20% and above◆ Independence of energy as a

utility, ◆ Stature and smart choice.

Business problem - The communication gap between the people’s blocked perception and the prospects from the adoption of solar in

reality.

V_BRAND PROMISE

Connecticut Greenbank was just rebranded and is focusing on creating awareness of its brand promise.

EMPOWERING PEOPLE

1. Marketing Objective: Raise awareness of the Connecticut Green Bank and its “trusted source of information” positioning to increase adoption of residential solar

2. Behavioral Objective: Enquire about and adopt solar energy and talk to peers about its benefits

3. Communication Objective: Think of CGB as the starting point in their quest for clean energy solutions and feel empowered and confident about their investment

VII_OBJECTIVES

VIII_RESEARCH

IX_CONSUMER RESEARCH

I primarily practice green behaviors to save money - not for the environment

I am interested in companies with green practices

I should be able to write off green purchases against income tax returns

Source: Mintel

Our target cares more about social capitaland how they are perceived by their peersthan the environmental benefits or cost savings.

They want to be perceived as SMART & VANGUARD.

X_KEY INSIGHT

Source: Mintel

Solar Homes (450k)Intersection of the national solar profile and CT solar data of affluent married couples likely with children.Solar Prospects (250k)Not represented in the CT data but good opportunity for testing. They are middle-aged with average income and likely don’t have children. Representative percentage is hispanic.Prudent Yankees (85K)Segment unique to the CT data with lower income and not likely to have a college degree.

XI_SEGMENTATION

Solar HomesThese highly educated consumers are likely to be most receptive to energy saving tips, products, and services, especially big investments like solar panels and purpose-built green homes.

XII_TARGET SELECTION

● Eco-Conscious● Social Currency● Asset Creators● Tech Savvy

● Affluent● Married● Educated● Home Owners

TO affluent and educated households in Connecticut inclined towards

adopting a green lifestyle, Connecticut Green Bank IS the go-to resource for

information and support on solar energy THAT OFFERS the most seamless

and financially prudent solution.

XIII_POSITIONING

MAKING SOLAR SEAMLESS

➔ Positioning: Green Bank as an enabler in meeting your goals by making solar power more seamless and affordable.

➔ Social currency: Makes them look and feel smarter in their social class.

➔ Advocacy: Word of mouth through existing customers.

➔ Community Benefits: Laying a foundation for sustainable future.

XIV_MARKETING STRATEGIES

XV_CUSTOMER JOURNEY

XVIII_CHANNEL TACTICS

➔ Regional TV commercial: What can $18000 buy?➔ Live ticker on total energy savings on billboards

in public places➔ Print ads in lifestyle/home Improvement

magazines➔ Targeted display ads and SEM➔ Share customer stories, testimonials on the

website/social media

CAMPAIGN IDEAS

XVI_CAMPAIGN (BILLBOARD/TV)

$ Saved



XVII_CAMPAIGN (DISPLAY/PRINT)

➔ New visitors at: gosolarct.com

➔ Average time/ page views on website

➔ Click through rates on digital ads

➔ Text messages➔ Referrals➔ New enquiries

XIX_PERFORMANCE METRICS

Thank you!Questions & Comments?