Conserve America is perparing to launch a multi-facited conservation effort that will engage consmumers of Indiana's REMCs. We targeting a certain demographic that consumes a vast majority of the REMC power. Our objective is to enlighten and bring awareness to the energy crisis that ravages our state. The primary obejective is to achieve conservation of power to in turn bring back big buisness to the great state of Indiana.
The existing social marketing for energy conservation in Indiana is nearly non-existent. We are unaware of any company or group centered only on energy conservation. There are the occasional tips thrown out by companies every once in awhile, but the advertising is sporadic and not pushed as much as it should be. Marketing Situation Conserve Americas market is Indiana. We want to reach out to peoples sense of patriotism and make them feel like they will not only be helping themselves and Indiana, but America as a whole as well. Product Review A website will be launched as our main source of advertising. This website would include tips on how to conserve and examples of what kind of savings this would bring them. For example, there could be information about the new compact fluorescent light bulbs and how long they will take to pay themselves off and then the savings that would follow every year. Another form of advertising we hope to accomplish would be an energy fair. This would be a small fair that would travel around Indiana to some of the bigger cities and supply a chance for people to actually see the difference between the light bulbs and give them a chance to interact with other people and ask questions. Marketing Situation There really is not anyone else doing this in Indiana; otherwise the REMCs would not be looking for ways to get people to conserve energy. There are pushes in other states that have been successful in the past. California faced an energy crisis a few years back and pushed for everyone to conserve and succeeded. Channels and Logistics Review There is no physical product being sold, just a concept, so traditional channels would not work. There will be a web presence though from the website. The traveling energy fair would be another channel that we would use to reach Indiana.
Rising consumer interest in saving money. With the economy the way it currently is, consumers want to save as much money as possible. This interest to save money will help Conserve America reach consumers if power by offering them ways to save. Rising consumer interest in being environmentally friendly. Recent years have seen an increase in consumers becoming more conscience of the environment. Using less energy is a way consumers can help the environment. Indiana may not have nuclear energy, but coal is burned to produce the energy. Lowering the amount of coal needed would lower the amount that would need to be excavated from the land. Concern about jobs. With the economy in its current state, more and more people are losing their jobs. With Indiana REMCs nearing capacity for providing power, companies are hesitant to bring business to the state because of the uncertainty if there will be enough power. Lower residential power usage will allow for more businesses to come to Indiana and provide more jobs. Lack of other social marketing groups. There are not any other social marketing groups geared specifically towards reducing power consumption in Indiana.
Higher socio-economic classes. A common way of thinking is that they are paying their power bills and it is up to the energy companies to figure out how to create more energy. Those who do not worry about the how much they pay each month to the power companies are unlikely to pay any attention on how to save money by reducing their power usage. Young children in the household. Young children are more likely to pay less attention to how much power they are using. They would be less likely to be concerned about turning of lights in rooms they are not using or turning off electronic devices when they are finished using them. Weaning attention to power usage. People often start with good intentions and ideas. A problem will be finding ways to make sure people continue to pay attention to their power consumption beyond the initial campaign launch. Some will follow the tips for a week and then lose interest in making sure they turn off lights when they are done with a room.
Phases 1 and 2 The biggest part of the campaign would be expanding on the initial website to expand upon the existing content. This would include adding a way for consumers to post their ideas and success stories. The other part of this phase includes running advertisements on local television to help spread the message. Phases 3 and 4 Future steps would to work with companies to lower prices on energy saving products and begin fairs to promote energy saving methods.
Because Conserve America is not selling any physical product, it will difficult to measure how effective the marketing is. It will be difficult to get the idea across that it is important to monitor power usage to some as the savings will be bits and pieces here and there instead of one simple thing to do that will save them a large chunk of money instantly.
The Conserve Americas position stands to build awareness and help show communities affective, efficient ways to conserve energy that will allow Indiana to bring back big jobs that would otherwise not be available. Once conservation efforts have begun we can introduce products and strategies that can increase conservation and permanently keep peak energy usage lower. The focus of our energy conservation effort will be upon the breadwinners of the homes and familys within the operating range of the Indiana REMCs. These individuals are paying for the consumption of energy and would be the ones who would most appreciate the tactics used to help lower their payment to power. Our secondary focus group will be the families that live within the homes that consume electricity from the REMCs. This group comprises of all members that are not primary breadwinners for the household examples are; children, stay and home mothers, ect. These consumers have substantial influence on the consumption use within the home and targeting them can increase the chances of optimal conserving efforts do to less electronics used and left on. The children in particular can then lead lives that focus on conservation leading to a cleaner, brighter future. Positioning Our marketing strategy will focus on the implementation of effective, inexpensive ways to conserve energy and in doing so show the difference it can make in money savings for individual families. This strategy can also help us attain the physical numbers needed to help Indiana bring back big business. Product Strategy Conserve America will have a website that utilizes complete interactive and video help feeds that will always be available to consumers. The company will also move to having local energy product fairs to promote conservation appliances that are on sale or that have a special manufacture savings. Pricing Strategy Conserve America will work with companies like GE to come to agreements on special sales for energy saving products so a larger group can participate in purchasing products that can permanently lower the peak energy level within their homes and in turn allow more business to move in.
Distribution Strategy The primary outlet covering awareness will come from the website and its multi-faceted use. Along with the website traveling via word of mouth between individuals in the communities we will have color pamphlets/fliers distributed to our target areas. The company will broadcast over local television stations enabling Conserve America to reach consumers in the comforts of their homes. Conserve America will also work with local schools letting students use the website as a reference tool in the case of projects and or subjecting the site for after school clubs to use for philanthropic purposes. Marketing Communication Strategy Utilizing multi-forms of communication, Conserve America will have the ability to reach the majority population in attempting to introduce the conservation effort. Once there has been an quarter majority of individuals using the website we can create relations with specific individuals to establish positive reinforcement towards conservation efforts and products. Marketing Research Conserve Americas website will be the primary method of research do to the counter that will enable us to keep track of number of visitors. During the companies public relation campaign Conserve America can get face to face feedback on the conservation effort and communicating with individuals in a personal level allows the company to utilize hard data in renovating the conservation effort to maximize individual participation. Marketing Organization Conserve America has a straight managerial take on the conservation effort, allowing all managers to actively participate in success the of conserving Indianas bright future.
Conserve America awareness efforts will begin promptly following the grading period in January of 09. The timeline listed below will give an approximate idea of how our companys goals will fit within the following year. Phase 1: Conserve America will launch its conservation website that has a 24-hour plethora of ideas and strategies that can help residents of REMCs identify and start eliminating outlets of wasted energy. In the website we will focus on conservation and money saving techniques that will allow consumers to withhold money for products that can save them more money in the future. Along with the website we will bring in volunteers to help pass out flyers to homes and businesses stating our mission. Within the flyer will be the websites address that the consumer can use to access our website for ideas and product lines that can help them in their conservation effort. Phase 2: We will begin marketing our tips and strategies in the local television stations in an attempt to increase awareness and pull people to our website. By this time our website will have full video help sessions and an interactive blog where individuals can share ideas and ask questions. We will also have a financial section in the website that can help you keep track of energy savings and will compare prices to products and even help consumers save for family trips or excursions. Phase 3: As our website continues to grow, our conservation campaign will start to take its product acquisition implementation. We will begin conversing with companies to allow energy conservation product specials that will make products such as energy star more readily available to a broader spectrum of product buyers. These specials will give consumers more economical product choices that can help them in the next step of energy conservation process. Phase 4: Agreements with companies to allow price cuts on special days will be active and Conserve America will hold fairs in local communities that will give consumers the ability to physically see and test the uses of energy conservation products. Our website and logo will visually be available all over the fairs so consumers can visit our website for practical, inexpensive conservation techniques.
Conserve America has a blog within the website that consumers can utilize and that we can monitor. The conversations and help that is administered will be a good indicator of our efforts success. We can also montior the financial statements made from users and compare to past quarters to ensure that proper utilization of energy conservation tactics are taking place.
Kevin Ritenour A senior a majoring in computer graphics technology. Enjoys computers, comic books, and the bagpipes. Grant Soliven I am a virgo that enjoys long walks on the beach and candle lit dinners. Some of my hobbies include Rugby, College Mentors and Spanish guitar. Chelsea Logan Manufactured in Dayton, OH; Is majoring in Aviation Management. Likes to in spare time wrestle silver back gorillas for medical research in the San Diego Zoo. Chelsea "The Other One" Krammes Currently is the ring master for Cirque Du Soleil. Majors in Hospitality and Tourism Management. Enjoys being a member of her sorority and photographs flamingos for National Geographic.
Armstrong, G. & Kotler, P. (2008). Marketing: An Introduction (9th ed.). New Jersey: Pearson Prentice Hall. Jeff Barrie. (2007). Kilowatt Ours. Video retrieved from http://innovateindiana.biz/Kilowatt.html Mohawk Valley Community College. (2008, March 4). MV Goes Green: Energy Conservation. Video retrieved from http://www.youtube.com