Team Members: Anna Laird Daniel Rose Tim Geiger Elisa Quick
Executive Summary
The Indiana REMC’s would like to introduce and implement a social marketing strategy to reduce power consumption by rural communities that are serviced by the REMCs. The marketing strategy has specific goals. Indiana does not have the funds or resources to build anymore REMC power plants. In order for new industry to be supported by the REMCs, the current REMC customers will need to cut their power consumption. Thus, the REMC’s have asked for a social marketing plan that will help convince rural customers to help in both saving the Earth and bringing industry to Indiana.
Current Marketing Strategy
General focus: Relate to customers to better help them reduce their usage. Customer Analysis -REMC's provide power to rural households and areas -89 of 92 counties -Over 500,000 households -Target/Model town: Sharpsville (Tipton country). 2006 census: population of 620, 98% Caucasian, over 40% married with children. Competitors -Social marketing campaging has no Direct Competitor -Competition is internal within the customer
SWOT
Strengths: -First of a Kind Social Campagin -Small Rural Towns and close knit communitites -Tagline Weakness: -Start up marketing campagin -Lack of funds Opportunities: -Green attitude -Abilitiy to service more customers Threats: -Lack of response to campagin could cause complete failure of stated campagin goals -Poor economy
Objectives and Issues
First Year Objecives: -Chose a town to implment our marketing program -Collect and study data Second Year Objectives: -Branch out our marketing plan -Taret other towns with changes made that are town specific Issues: -Approval is needed from town councils -For school booths, approval from schools
Marketing Strategy
Positioning: -Involve entire community in a Green Initiave -Focus on "Save Green, Go Green" -Saving money, energy, positive enviromental impacts -For the good and future of Indiana's Industries Product Strategy: -Organize School presentations, sponsoring of events (ex. High School Basketball), holding raffles, other activities -Create positive word of mouth Pricing Strategy: -Start small with specific targeting, increase after sucessful "test runs" -We are free to the customers, but our program will cost money. REMC's may see fit to pass the cost on to the customers Distrubtion Strategy: -Distribute to specific towns -Increase in subsequent years -Eventually gain national recognition? Marketing Research: -Primary research will consist of focus groups -Surveys -Customer satisifaction questionaires Marketing Organization: -Small startup, Entrepreneur is in charge of all activites as of now
Refrences
About. (n.d.). Retrieved December 1, 2008, from /www.indremcs.org/IndianasElectricCooperatives/AboutIndianaElectricCooperatives/tabid/241/Default.aspx. Indiana Census. (n.d.). Retrieved December 1, 2008, from http://factfinder.census.gov/home/saff/main.html? lang=en.
Correspondance with REMC: web.ics.purdue.edu/~drose/mgmt323/Emails.doc PDF full Marketing Plan: web.ics.purdue.edu/~drose/mgmt323/Energy.pdf Word Works Cited: web.ics.purdue.edu/~drose/mgmt323/Bib.docx
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Management 323: Energy Project. 2008. Purdue University