One Year Promotional Marketing Plan for GreenLogic Solar Energy Systems

Destiny Business Consultancy presents a one year marketing plan for GreenLogic Solar Energy Systems to expand their services to a bigger market view. The plan includes education seminars, flyers, and social media marketing. The primary target is the local communities in Long Island, while the secondary target is through partnerships with other companies. The plan aims to increase brand awareness and educate the market on the benefits of solar energy.

PROMOTIONAL MARKETING
NAME
INSTITUTION

SUMMARY
•Being one of the longest standing solar power providers on Long Island, Greenlogic Solar systems has remained
unique in its activities by helping thousands of people to reduce electricity bills through the incorporation of the use
of sunlight to provide power. The company having a reputation of numerous award winnings and great acts of charity
towards the society, my business wishes to present a one year marketing plan for Greenlogic Solar Energy Systems.
•This company being founded on the year 2005, it has stood the test of time to help people by reducing their
electricity bills. The company based on Long Island has become a resort to many people. By the company working
with one of the top technology providers in solar electricity, wind and geothermal electricity, it is able to produce
high quality and reliable source of energy due to sufficient back up.

INTRODUCTION
•GreenLogic Solar Energy Systems Company has an upper hand in the market making an
avenue for more customers. With a lot of customers and available room for expansion, Destiny
Business Consultancy has come up with a one year promotional budget to enable Greenlogic
Solar Systems expand their services to a bigger market view.

PROJECT SELECTION AND RATIONALE
•With a lot of potential to reach and give services to a lot of customers, Destiny Business
consultancy has discovered that GreenLogic Solar Systems has not developed marketing
campaigns to market their products and create awareness to more people about their services
and the benefits of using solar power as opposed to other power sources. Greenlogic has great
potential to create their brand awareness to the target markets but unfortunately has not made
enough efforts towards doing so. Partnerships with other companies has made it easy for
awareness to be made (“GreenLogic Solar Energy Systems” 2018).

CAMPAIGN AUDIENCE PROFILE
•In determining the suitable target audience for GreenLogic, it is important to first note that it trades in
systems that generate electricity from solar radiation and therefore, the size of the installation will depend on
the solar radiance at the site. Electricity demand has grown faster than the overall energy consumption, which
in turn has grown faster than the overall world population. GreenLogic Solar Energy Systems not only
providing solar electricity, but also solar water heating solutions and house warming solutions such
information should be at the top of the advertisement strategies of the company as this will not only draw
people who need alternative sources of power, but also people seeking other benefits that come with the solar
(“GreenLogic Solar Energy Systems”, 2018).

PRIMARY AND SECONDARY TARGETS
•With the unstable supplies of electricity in Long island and the dwindling prices of fossil fuels like
petrol, kerosene and gasoline, the primary target for Greenlogic Solar Energy Systems is the local
communities in Long Island. GreenLogic Company having engaged in a lot of charity work in the
surrounding communities as a way of giving back to the society, Destiny Business consultancy intends to
use that avenue to reach out to the communities and enlighten them about the services the company offer
and the long term advantages of using solar as opposed to other sources of power. On the other hand, due
to the partnerships that GreenLogic Solar Energy systems has with other companies, there is an avenue to
involve them in the marketing plan to help improve the marketing network as a secondary target.

DEMOGRAPHIC SEGMENT
• With approximately 70% of the population in Australia depending on fossil fuels and
other forms of energy, there is a big need of a marketing plan for solar powered energy.
• To gain a competitive advantage, Destiny Business consultancy intends to market the
diversity of the products of GreenLogic Solar Energy Systems by advertising other
services that are offered alongside the solar electricity, which is the water heating solar
energy and the room warming solar energy among others.

PSYCHOGRAPHIC SEGMENT
•The psychographic segment determines the lifestyle and the values of the target market.
GreenLogic Solar Energy Systems deals with very affordable products. The cost of the
product projected over a period of time is very affordable to people living in the Long
Island and Australia at large. Secondly due to massive industrialization and use of fossil
fuels, there is need to reduce the use of such fuels to avoid environmental pollution which
will in turn affect the lives of the people living in Australia.

PSYCHOGRAPHIC SEGMENT
•GreenLogic provides a lifetime solution to its customers, not only through providing electricity energy but
also solar energy for hot water through a new energy efficient water heater, drying clothes and further, helps in
heating homes through high efficient multi-zoned electric heaters. GreenLogic Solar Systems Company has a
reputation of proper delivery with a record of minimal delays. This will enable the business thrive so fast
while creating international connections and be able to compete well among other international solar
production companies.
•The company has also been able to acquire well trained personnel who are versed with knowledge as far as
the installations are concerned with a reputation of proper team playing and coordination among the workers.

PERCEPTIONS AND PROBLEMS
•The target audience of the marketing plan aims at a wide range of people. Destiny Business Consultancy has
made sure that the advertisement caters for both people who are seeking alternatives to fossil fuels and those who
seeking backups or supplementary to overcome the diversity of market.
•GreenLogic Solar Energy and Systems has numerous competitors in Long Island and Australia at large and
therefore, people can opt for alternative companies to get the same services. Destiny Business Consultancy has
devised a method to curb any possible competition by making sure the costing provided by GreenLogic Solar
Energy Systems is slightly cheaper than the rest of the companies.
•

CAMPAIGN OBJECTIVES
•Since GreenLogic Solar Energy Systems does not have a defined campaign objective, Destiny
Business Consultancy campaign objectives will be, to increase the number of followers by a
significant percentage of 30% which will increase the brand awareness hence drawing more
customers. It also intends to provide education forums for primary and secondary markets and those
who attend the forum are to be issued with certificates that can add to their curriculum vitae. This will
encourage many people to attend the forum because Greenlogic Solar Energy Systems is a renowned
company and therefore many employers would consider people trained by them for employment.

CAMPAIGN IDEA
•The first consideration that is to be made is to focus on the target customers for the solar power and with good
reputation there is need to expand the business boundaries to more customers. This will be very effective if the
company considers locations where there is frequent power challenges and present solar power as a solution to the
people. The points to be considered during the marketing plan is places where the cost of fuel is high, and places
with long periods of dominant sunlight. According to Jonathan Bass most people still think that solar energy
installation is expensive even though the long time financial benefits are very clear. This creates a need for
awareness creation among the people to change their perception about this. It calls for marketing strategies that will
focus on a range of things to enable people have the right attitude towards solar power production.

SLOGAN
•GreenLogic Solar Energy Systems having no slogan, Destiny Business Consultancy has
come up with a slogan that goes, “use more save more” which is designed to show the
efficiency of the solar power compared to its cost which is much more less when you
consider the use and purpose of the solar energy. This slogan will trigger a considerable
number of customers as people will seek to find out the efficiency as compared to the cost of
the solar powered energy as advertised.

PROMOTIONAL OBJECTIVES
EDUCATION
•Because of the wrong perception that possible customers have about solar energy, the first marketing
strategy would be to educate the customer about the benefits of using the solar especially as far as the long
term saving benefits are concern. There is need to aim the time when electricity companies send their bills
and use that opportunity for mass awareness creation on the long term saving benefits of the solar as
compared to the frequent electricity bills. This is the time the use of mass media avenues like television,
newspapers and local TVs or radio commercials come in. Targeting times when there is a rise in the cost of
fuel is important as people’s mind will be very willing to open up for alternative solutions to save some
cash.

TAKING ADVANTAGE
•According to Cooney, another marketing strategy would be talking to your customers
about the long term expenditures on unsustainable fuel supplies. Fossil fuels come with
a diminishing supply and an increasing demand resulting to unstable prices. As more
stories start to rise about the unstable prices of fossil fuels and their rising costs people
will start considering solar as a cheaper and a long term alternative.

TALKING TO THE COMMUNITY
•This is similarly a very useful strategy to use in marketing the solar. Once an opportunity
comes to get do an installation into a certain community, talk to the neighbors and leave
them flyers, or rather ask your customers to refer you to their neighbors. This will help
people in the community trust your company because they have a visual evidence of your
work. You can also organize for small meetings in the neighborhood through a customer
whom you have developed a good relationship with.

ENVIRONMENTAL BENEFITS OF SOLAR ENERGY
• Another method that Destiny Business Consultancy has come up with is a very important secondary
consideration that the solar benefits with. A good number of people are concerned about the environment
and are sensitive to the issue of environmental conservation. Bringing to the people the fact that solar
energy helps in reducing environmental pollution as opposed to other sources of power like the fossil fuels
which are big contributors to the depletion of the ozone layer will help enlighten people. Destiny Business
Consultancy wishes to bring to the knowledge of the consumers concerning, fossil fuels that in some way,
the people are the agents contributing to the depletion of the ozone layer by using their money to promote
fossil fuel companies in cases where they have proper, efficient and environmental friendly alternatives.

FLYERS
•During working hours the business employees will be sent with flyers to give out in the
neighborhoods or town centers where they have gone to work to help creating awareness of
the business brand. The flyer will contain a picture of the logo on it with the slogan
choreographed right below the logo, then a picture of different designs of roofs with the solar
panels on them, and finally the contact, social media pages and web page information right
below it.
•

INTERNET
Internet has become a solution to how people connect and communicate. In fact research shows that
the use of internet has increased over the years with individuals aged from 18-65 accessing the
internet daily. To reach a good number of people, the internet is one of the best avenues. Due to the
evolution of social media, the use of social media has incredibly increased creating an avenue for
people to communicate (Hoelzel 2015). Destiny Business Consultancy has a plan to use social media
since social media is the fastest growing platform for digital marketing and it is proved that, 69% of
Australians use social media (Sensis social media report).

Cost Total
Media
Planning
$ 300/h $ 5,700
Creative
execution
$ 150/h $ 10,000
Account
service
$ 80/h $ 1,400
Finished Art
and
Production
$ 50/h $ 4,300
Educational
seminar
$ 500/h $ 10,000
BUDGET
Below is a five month budget for the marketing plan

Month Jan Feb Mar Apr May
Media
Plannin
g
Once Once Once once Once
Creativ
e
executi
on
Twice Thrice Thrice thrice Twice
Accoun
t
service
Thrice Thrice Thrice Thrice Twice
TIMING
Below is the timing for the promotional plan.

CONCLUSION
• The purpose of this marketing budget is to help create awareness of the benefits of the use
of solar energy as an alternative for other sources of energy because of the benefits that
accompany its use. The campaign allows the primary and the secondary target to know
the benefits of the use of solar energy and to remove any wrong perception that people
have over the use of solar energy in relation to other sources of energy.

REFERENCES
• Belch, G. E., Belch, M. A., Kerr, G., & Powell, I. (2014). Advertising: an integrated marketing communication perspective.
North Ryde, Australia: McGraw Hill Education (Australia) Pty Ltd Southampton, NY 11968
• GreenLogic LLC. 97 North Sea Road Suite 3, Southampton, NY 11968.
• Hoelzel, M. (2015). Social Networking Demographics: Here's who's on Facebook, Snapchat, Instagram, and other top social
networks now. Retrieved from http://www.businessinsider.com.au/update-abreakdown-of-the-demographics-for-each-of-the-
different-social-networks-2015-6

• Social Media Examiner. (2015). How to Measure Social ROI on Facebook Ads : Social Media Examiner.
Retrieved from h\p:// www.socialmediaexaminer.com/measure-social-roi-on-facebook-ads/ d S
• Tech Target. (2011). What is Google AnalyGcs? - DefiniGon from WhatIs.com. Retrieved from
http://searchbusinessanalyGcs.techtarget.com/definiGon/Google-AnalyGcs3,
• Telus InternaGonal. (2016). How to AUract GeneraBon Y to Come Work for You? Part 3. Retrieved from
h\p://telusinternaGonal-europe.com/ a\ract-generaGon-y-to-work-for-you-3/ North Sea Road Suite 3,
Southampton, NY 119687 North Sea Roa