Program Objectives: (Brand Awareness) The marketing objective for SolarCity is to create a brand-engagement campaign to build brand awareness of positive associations with the SolarCity brand and its products and services.

1. Mary P.
IMC Program
The moreyou spend on electricity, the more wecan save you

2. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Table of Contents
Main Objectives:................................................................................................................. 2
Program Objectives: (Awareness) ..................................................................................... 3
Massage:..........................................................................................................................................................................3
Awareness......................................................................................................................................................................3
Comprehension............................................................................................................................................................3
Primary Target audience.........................................................................................................................................3
Demographic:...........................................................................................................................................................3
Psychographic..........................................................................................................................................................4
Secondary Target audience:...................................................................................................................................5
Creative Brief...................................................................................................................... 5
Creative Strategy................................................................................................................ 6
Campaign Placement.......................................................................................................... 6
Message:..........................................................................................................................................................................6
Attribute..........................................................................................................................................................................6
Consumer-Oriented Promotion......................................................................................... 6
Direct Marketing.........................................................................................................................................................7
Digital Marketing ........................................................................................................................................................7
Social Media..............................................................................................................................................................7
Public Relations & Publicity...................................................................................................................................7
PR Goals......................................................................................................................................................................7
PR Strategies............................................................................................................................................................8
Sales Promotion (sweepstakes) ...........................................................................................................................8
Sweepstakes Field marketing event details.................................................................................................8
T-Shirt developed for SolarCity field marketingmodels.........................................................................8
Online Flyer................................................................................................................................................................10
Trade-Oriented Promotion .............................................................................................. 11
Main Objectives:
Develop a Marketing Communication campaign that can generate consumers and
reach consumers at a personal level. Convey the following:
 Save money though solar energy
 Build brand image about familiarity and trust
 Develop a “Lifestyle” pitch
 Messages
o Cleaner, lower cost power compared to power generated by
burning fossil fuels.
o SolarCity makes it easy to switch to solar.
o Give consumers a cleaner, more affordable alternative to their
monthly utility bill.

3. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
 Focus advertising campaigns of SolarCIty with more green-generated
causes.
Program Objectives: (Brand Awareness)
The marketing objective for SolarCity is to create a brand-engagement campaign to
build brand awareness of positive associations with the SolarCity brand and its
products and services.
1. Raise awareness of the brand
2. Encourage trial
3. Increase engagement with key target demographics
4. Increase Facebook likes and Twitter follows and generate social media word-
of-mouth.
Massage:
1. Over the next year we want people to understand what SolarCity is all about.
a. We want people to tell the friends what SolarCity is all about?
Awareness
Making the consumer to be aware of the existence of the SolarCity brand and/or
company.
 Increase interactions with your brand.
 Build more positive brand associations.
 Increase brand loyalty by connecting SolarCity target audience.
 Motivate customers to engage with the brand and its associated products.
Comprehension
Developing an understanding of what the product is and what it will do for the
consumer.
Primary Target audience
The target audience for this specific marketing program is as follow:
Demographic:
o Young Adults
o Ages: 24- 44
o Single or young couples, and gay couples
o All Races but with special target to Asian, white and Hispanic markets
o Middle and upper class professionals
o Technology Driven
o Environmentally conscious
o Has internet access, cable TV, and owns a computer or mobile device

4. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Psychographic

5. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Secondary Target audience:
Young adults living at home who are influencers and technology savvy and can
explain and convince their parents to make the transition from fuel to solar energy
at home.
Creative Brief
1. Basic Problems or issues the advertisings must address
a. Even though SolarCity CEO is the inventor of eBay, and the creator of
Tulsa cars (Telsa Motors public company), some people have not
heard of SolarCity.
2. The advertising and communication objectives are gear towards creating
brand awareness and making sure SolarCity is perceived as a modern
technology company.-- A hip company.
3. For that arson the Target Market group consist of young professional ages
24-35.Secundary target market are young influential adults living at home
with their parents.
4. The major selling idea to communicate in the Creative Brief is the key
benefits of the sweepstakes campaign. Those benefits are as follow:
a. Winning a free efficient solar-powered home makeover.
b. Save energy and money
5. The Creative strategy statement for SolarCity campaign will focus on
touching consumers at a personal level; as well create an image of home solar
powered home being hype. The creative sweepstakes (design) will contain
modern element gear towards young adults in the area of California state

6. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
6. Requirements for online and off line creative:
a. The logo will be always located in the upper left of the flyer or
sweepstake (off line and online)
b. The background should be aqua blue
c. The website URL should be visible on the flyer and sweepstakes front
page
d. Social media icons (facebook, twitter, and instagram, should be
located at the bottom of the sweepstakes and flyer
e. Consumer service number should always be spell out (xxx) xxx-xxxx
f. Modern image should always be present
g. Since the sweetakakes theme is the holidays and the New Year. The
design of flyer and sweepstakes should contain New Years images.
7.
Creative Strategy
We will crate a sweepstakes called “Win a Free Solar Energy Home Makeover.” This
approach will generate brand awareness, and collect database consumers’
information to be use as reinforce brand awareness by upselling direct marketing
(online and off line) efforts.
Campaign Placement
Message:
The IMC will consist in several media outlets that will generate brand awareness
and social media buzz.
Attribute
Describes Product: SolarCity provides solar panels to homeowners and this allows
consumers of this product to save money, and help the environment as well.
Consumer-Oriented Promotion
For the propose of this campaign the promotion will be focus on targeting USA
residents who are young adults and are ready to buy a house or are already home
owners. The outlets to be use for campaign placement are as follow:

7. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Direct Marketing
Sweepstakes will be mail to a selected group of residents of California area.
Digital Marketing
Social Media
Email Marketing and social media outlets (facebook, twitter, integral, etc.) is a good
way to bring people into paying attention to the brand and generation a word-of-
mouth, by offering free content such as eBook’s or a free video, which has the
potential to reach large audiences in USA.
Email Direct Marketing
For the sake of this project, direct email marketing, and social media will be use to
promote the sweepstakes.
Online Sweepstakes flyer (see below under Flyer for details)
Applied Benefits of Online Marketing and Social Media
 Brand recognition
 Showcase SolarCity Brand
 Business-client relationship building
 Increase exposure
 Strong Online presence enhances SolarCity’s Trustworthiness
 Brand Credibility
 Increase sales
 Allows SolarCity Marketing department to quickly access consumer feedback
 Bust traffic and search engine ranking
 Cut market cost
 Free publicity and word-of-mouth
Public Relations & Publicity
The public relations campaign we have developed will benefit SolarCity in many
ways. Public relations is an inexpensive yet effective marketing tool. A complete
public relations campaign for SolarCity includes information about company’s
events (launching sweepstakes campaign), news releases (free home makeover
from SolarCity), general feature stories (who won the sweepstakes (use images of
before and after the solar home makeover), and flyers promoting the sweepstakes.
For the sake of this particular project the first phase of brand awareness will consist
in launching a sweepstakes campaign offering a free solar energy efficient home
makeover.
PR Goals
 Increase public support of SolarCity through donations and volunteers

8. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
 Increase media coverage of SolarCity
 Compile a database of supporter email addresses
 Develop a crisis communications plan to prepare
 SolarCity for any crisis situation
PR Strategies
 Organize an Field Marketing sweepstakes event at several parades and parks
in the city
 Create flyers to promote Sweepstakes events online and off line
 Develop news releases for the media
 Write general feature stories for media
 Write letters to editors
 Submit calendar listings to various media
 Create monthly e-newsletter
 Collect testimonials from clients
Sales Promotion (sweepstakes)
Sweepstakes will be offered as the main focus of this program. Sweepstakes signing
forms will be distribute in two channels:
a) Email Direct marketing
b) Field Marketing event
Sweepstakes Field marketing event details
The event will consist in hiring several groups of professional male and female
models. Each group will be assigned to a different city and to certain regional
targeted area. Furthermore, the potential locations will be as follow:
 Parks
 Malls
 Schools
 Parades
T-Shirt developed for SolarCity field marketing models

9. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Design by MarisolD.P.
Free t-shits will be given for people who sign up for the Sweepstake
Paper Flyer developed to Promote SolarCity’s Sweepstakes
WIN a Home Energy Makeover. Value: $10,000
SolarCity is giving away a green home makeover worth ten thousand dollars in
celebration of the New Year! The grand-prize winner will receive a solar system
and a package of energy efficient improvements that include a home energy
evaluation, immediate repairs and a prioritized report of additional savings
recommendations.
ELIGIBILITY: OPEN ONLY TO LEGAL RESIDENTS OF THE STATE OF CALIFORNIA WHO
HAVE REACHED THE AGE OF MAJORITY IN THEIR JURISDICTION OF RESIDENCE AT THE TIME
OF ENTRY.
GRAND PRIZE: THE GIFT OF GREEN GRAND PRIZE WHICH INCLUDES $10,000
SOLARCITY CREDIT TO USE FOR LEASE OF A SOLARCITY SOLAR LEASE SYSTEM FOR 20
YEARS.

10. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Online Flyer
The online sweepstakes will provide a digital way to register people via internet and
capture their emails. After signing up, the page will take the person to a second page
that says. “You’re Entered!” There the user will be given an option to share on social
media sites.
Click Online Flyer: http://goo.gl/oIxLx4
Online Flyer Sweepstakes designed by Marisol del Pozo

11. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Trade-Oriented Promotion (
SolarCity can attend trade shows to partnership with new retailers. Plus SolarCity is
currently in partnership with BestBuy. SolarCity costumers can buy or lease solar
panels installation at BestBuy stores. SolarCity can make a deal with BestBuy to
offer BestBuy consumers’ premium offers that come with other products.
 Ex. $100 SolarCity gift card with the purchase of $600 or more.
 SWEEPTAKES:
o Endorsement of a personality can come to BestBuy store to promote
Solar City and the sweepstakes.
o BestBuy to promote SolarCity Sweepstakes in through out the store
(display and flyers).
o Sweepstakes to be sown at the back of BestBuy costumers
Target audience: BestBuy costumers (young Adults)
Objectives:
 Reach BestBuy consumers to promote brand recognition and gain potential
costumers.
 Attend trade shows: where SolarCity can display their products to current
and prospective buyers.
CLICK URL FOR SWEETAKES: http://goo.gl/oIxLx4
Note to professor: I created this sweepstakes online

12. Marketing Communications Campaign Objectives Program |
By Mary P. @DigitalSCRM
Trade incentives:
 The “personality endorsement is can bring more attention no only to
SolarCity, but to BestBuy as well.
 SolarCity Sweepstakes collected database can be shared with BestBuy.
 Co-op Advertising
Measurement: SolarCity Sweepstakes collected database can be measured very
well, specially the online version.