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NC GreenPower

NC GreenPower is a statewide program that encourages the development of renewable energy resources through voluntary funding. Our proposed marketing plan includes simplifying the website, establishing achievable goals, focusing on energy companies, targeting urban and college areas, exploring different media outlets, improving past successes, and defining the internship program mission.

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NC GreenPower

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  1. NC GreenPower Spenser Guminey, Daniel Angolia, Guy Lampe, Kyle Pinegar

  2. NC GreenPowerToday • 11,800 donors in North Carolina • 635 “Green” Projects throughout the state. • 1 Full-time employee • 2 Paid, part-time interns (environmentally focused majors) • $60,000 2013 budget; $2million grant to be used over next 5-7 years.

  3. Our Proposed Marketing Plan • Redefine Mission Statement • Simplify Website • Establish well-defined, achievable goals • Focus on Progress Energy and Duke Energy • Market Urban/College Areas • Explore Different Media Outlets • Continue Improving Past Marketing Successes • Define Internship Program

  4. Mission Statement • NC GreenPower’s Mission Statement: NC GreenPower is a statewide program designed to improve the quality of the environment by encouraging the development of renewable energy resources through consumers’ voluntary funding of green power purchases by electric utilities in North Carolina and the mitigation of greenhouse gas emissions through consumers’ voluntary funding of carbon offsets. The program revenues will help provide financial incentives for generators of electricity from renewable sources and for developers of projects mitigating greenhouse gas emissions.

  5. Other Mission Statements • Apple: Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings. • Our proposed Mission Statement: NC Greenpower’s mission is to assist in the funding of consumer’s voluntary purchase of renewable energy resource methods to improve the overall quality of the environment.

  6. Simplify Website • Include Mission Statement on the homepage • Define a “Block” and the projects more clearly • The Block of energy is essentially the donor’s purchased product. • Require individual project owners to submit photos • Utilize multimedia methods to market the company

  7. Establish Goals • Current Goals: Improve donors from 11,800 to 14,000; Increase funds • Goals must be well defined and achievable • Establish yearly donor goals • Define total donation amounts

  8. Focus on Energy Companies • Small advertisement currently located on bottom of bill. • Include clearly visible donation offer for online payments. • Round up/reoccurring payment offers

  9. Marketing Demographics • Focus Marketing Efforts only in Urban and College areas • Triangle (Raleigh, Durham, Chapel Hill) • Wake Forrest/Winston Salem • Charlotte area • Greensboro

  10. Different Media Outlets • College Newspapers are inexpensive to run ads in and free to the public • Daily Tar Heel and Technician are read by students and faculty, and members of the community • Local TV news outlets such as News14 • Mass Text Messaging • Radio Advertising • NCSU Radio 88.1 is less expensive advertising and broadcasts throughout the Raleigh Area

  11. Past Marketing Success • NC GreenPower has had success through mailers and Thank-You’s • Over 1% rate of return • Important to make customer’s feel appreciated • Existing donors can refer family and friends • Advertising at local events • Past Success at Durham Bulls • Focus on existing network in the future • Expanding to new venues

  12. Define Internship Program • Spend time defining effective roles for future internship program • Interns with no purpose or role are useless • Recruit through the College of Management • Marketing interns have different skill set than Environmental Majors • Allows Environmental Interns to focus on their field • Paid vs Unpaid? • Unpaid offers free labor • Paid offers higher quality and more motivation • Minimum wage or bonuses are better than nothing to students and may produce better results for the company

  13. Questions???

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