Developing a Promotional Plan for Greenlogic Solar Energy Systems

This report presents a one-year promotional marketing plan for Greenlogic Solar Energy Systems, a Long Island-based solar power provider. Destiny Business Consultancy developed this plan to address Greenlogic's limited marketing efforts and capitalize on its potential for market expansion. The plan identifies primary and secondary target audiences, focusing on local communities and partner companies, and utilizes demographic and psychographic segmentation to tailor marketing strategies. Key objectives include increasing brand awareness and educating the public about the benefits of solar energy through various promotional activities such as community engagement, flyer distribution, and social media marketing. The plan also incorporates a five-month budget and timeline for implementation, emphasizing the slogan "use more save more" to highlight the efficiency and cost-effectiveness of solar power. The ultimate goal is to increase customer base and establish Greenlogic Solar Energy Systems as a leading provider in the solar energy market.

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.