‘REDUCE THEN PRODUCE’ RESULTS

Dr. Mary Beth McCabe, Sun Marketing

California Center for Sustainable Energy, Dec. 1, 2011

July 26, 2011

Mayor Sanders introduces Reduce then Produce

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

How can RtP measure effectiveness?

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.

High bounce rate

Half new visits

Spike after blackout

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

After….Nov 2011Three full pages +of relevance, including those From Sun Marketing

Blogs by Sun Marketing aboutReduce then ProduceSunmarketingsolar.blogspot.com(1521 click thrus)

SDH&G and Poway Papers

Rancho Bernardo News Journal, Poway News Chieftain, Ramona Sentinel Four weeks, 1/8 page plus web ads

Web only traffic from banners on local newspaperCirculation to every homeowner in neighborhood.

TV Promo and Research

Sustainable Energy-Martha-MPEG-4 - Webcasting.mp4

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

9631 visits to our site

KPBS Metrics

News and related content

News metrics from KPBS Nov.

Very high click through rate in direct e-mail blast!

We ran in 8 morning reports. Originally, they offered 5.

We used these social media

Linkedin.com Facebook Twitter DIGG Others

 

ASI Hastings on a RtP evaluation: Posted on Facebook

Social Media example: digg

From the Jack FM website.

Road Show Promo: 20 spots ran. 374,000 people aged 18+. 196,000 gross impressions.

Home Depot event Sept 10 withChris Boyer (pictured)

And more metrics…..

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.

mbmccabe@sunmarketing.net 858 488 2867

Thank you