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Generac PWRcell

Full Circle Agency

ADVERTISING PLAN

Table of Contents

Agency Introduction Generac Background Campaign Overview Objectives Competitive Analysis Target Market & Persona Drivers and Barriers Strategies Tactics Measuring Progress Adapting the Campaign Media Production & Budget Estimates Media Timeline

3 4 5-6 7 8 9-10 11 12-14 15-18 19 20-21 22 23

l u l F C s i i r c o l e? h W

KATE HOLSTEIN

SOPHIA PHILLIPS

GARRETT MOYA

Account Executive

Brand Strategist

Content Strategist

MARIO MENDEZ

JOANNA LOZANO

Media Manager

Strategic Planner

Intelligent, informative, forward-thinking, rugged, experienced, reliable, American, protector, and empowering.

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Generac r o f do

As the Generac PWRcell enters the new market of California, it is our goal to make Generac the first brand that comes to people's minds when they think of investing in solar power in their homes.

Campaign Overview

Our campaign aims to introduce Generac’s PWRcell into the California market. By doing this, we are entering a space in which both Generac’s name and products are relatively unknown. It is imperative to grab consumer attention and build brand trust right off the bat. In order to do this, we aim to launch a digital campaign using SEO, online advertisements, and voice advertisements. The initial campaign will focus its efforts on the Californian market geographically, but has the adaptability to spread to states beyond. Generac’s voice in this campaign is informative, intelligent, forwardthinking, and empowering. Californian consumers need to know that Generac can be relied upon, but beyond that, they are the best option. 5

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ortably c f m o an C g b n i Peace of mind Knowing my family is safe Not having to worry Home being a stress-free sanctuary

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Live Comfortably with Generac

Objectives

As Generac enters the new market of California, we have two main objectives: introduce the Generac brand to consumers and encourage increased sales of the PWRcell unit. Since Generac was founded in the Midwest, we can anticipate that many California residents will not be familiar with the Generac brand name. By focusing on a number of different strategies, we will make sure that the new target market is aware of the brand and the products that are available to purchase. Our second objective of increasing sales will be vital in integrating the Generac brand into the California market. By increasing sales in this specific geographic location, word will spread and knowledge of the PWRcell product will become more common. When more people purchase the product, Generac will become a leading competitor in the California market.

Competitive Analysis HQ in Palo Alto, CA Current wait time of three years for products High brand recognition, especially in California Sell both solar panels and batteries Very tech-savvy, futuristic brand image Battery is only available with purchase of Tesla solar panels

HQ in Fremont, CA Not as familiar as Tesla, but still more familiar than Generac in the area Same colors as Generac Entirely solar company Provide install guides to install the battery yourself

HQ in Israel, but American HQ in Fremont, CA Great international reach with consumer base Products are able to counter issues with storage for optimal performance Entirely solar company 8

Target Market

The target market for this campaign is a single-family homeowner making over $100,000 a year. The key is that our consumer has investable income that they can use for solar panels and the PWRcell battery; neither solar panels or the PWRcell will provide immediate financial return, so consumers need to have enough capital to invest in their futures. They are settled in their homes and are looking to build a comfortable future for themselves and their families. But in a society that has become so accustomed to instant gratification, consumers need something to make their investment worth it in the short term as well. In the case of the PWRcell, the financial return might not be immediate but the increase in peace of mind is instantaneous. As soon as the PWRcell is installed, consumers have nothing to worry about. They can relax knowing that their families are taken care of. The consumer is savvy, tech-orientated and environmentally conscious. They see the value in turning to renewable resources as a power backup. They value the safety and comfort of both themselves and the people around them; whether they be spouses, children, roommates, or friends visiting. Throughout their busy days between obligations to jobs, kids, and social lives, they want to come home to an oasis. Purchasing a Generac PWRcell ensures that consumers will live comfortably within their own homes; they never have to worry about not having power. The Generac PWRcell is providing an informative, intelligent, forward-thinking and empowering sense of safety within consumer homes. Californian consumers need to know that Generac can be relied upon, but beyond that, they are the best option.

at a glance: $100,000+/yr income single-family homeowner tech-savvy & environmentally conscious value safety and comfort in their homes

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Michael (48) works as a surgeon at a very busy hospital and his wife, Alison (45), works as a physical therapist at her own practice. The couple have two kids: James (18) and Lilly (15). Both kids are very involved at their high school and play multiple sports in their free time. Michael and Alison both work full-time and are very successful, but they also love spending time at home and enjoy making their house a space that is comfortable and inviting to all. Because of their medical backgrounds, Michael and Alison both strive to live healthy lifestyles - they enjoy hiking, going on runs, taking their dog to the beach, and cooking new and healthy recipes at home. They recognize how important it is to be environmentally conscious and do their part in to make the world a little more clean. A few years ago, Michael and Alison bought their dream home right outside of Santa Barbara and are slowly adding new additions to make their home more eco-friendly and technologically advanced. They ultimately want their home to be the place that family and friends gather and are constantly looking for ways to update their space.

Drivers Generac is a well respected brand, the PWRcell is powerful and efficient, longevity in investment, Generac is entering the market as a new and fresh idea, Generac turns homes into sanctuaries during a crisis

Generac brand is not well known in California, Product function isn't immediately apparent, Competitors are well-known in California and in the renewable energy market, Generac didn't build their brand on renewables

Barriers

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Message Strategy Generac is a company that has a main target audience and specific product line that reflects themselves as a brand. They generate power, and they are the best in the game that do so. Whether it is their top-of-the-line company units, or their singular consumer units, Generac thrives as a company that provides safety, comfort, and power to the minds and lives of consumers. This specific project is interesting because we have the objective of not only portraying a newer product in a new light, but more importantly, adjusting the brand’s target audience to a different segment that Generac hasn’t really touched upon in the past due to their product line. The main difference between their past products and the new PwrCell Battery is that the products in the past rely on things such as gasoline and electricity, while the PwrCell better relays the power of solar panels and ultimately the renewable power of the sun. To sufficiently advertise this product, we face the challenge of reaching a target audience that accurately reflects the ideas and aspects of the PwrCell. When it comes to the specific target, we are attracting for the PwrCell, it can be observed under the target audience section of the ad book. To best reach this target, we find it pivotal to create a creative strategy that reflects the lives of this audience. We are creating creative that is clean, sexy, easy to look at, and most importantly simple. Our main tagline that will be on the creative says, “Live Comfortably.” When it comes to our consumers, they are people that like to live comfortably in their everyday lives and habits, while owning products that are innovative, fresh and ergonomically important. The Generac PwrCell is exactly that; the people that buy it. The main goal at the end of the day is a product that speaks for itself. The more products we can get in the door, the better off we will be as a group. Word-of-mouth-marketing is the key to this product, and the more we sell the more people will understand the power of this product, and more importantly the how efficient the PwrCell is in the home.

Contact Strategies In order to effectively generate brand awareness and increase sales of the PWRCell, we will create a multifaceted approach to reach our intended audience. Our target market is tech-savvy, innovative, and dedicated, working long and tireless hours to create a comfortable life for their families. The last thing they want when they come home is to worry about their home’s power (or lack thereof). They are looking to make purchases that will increase the solace and dependability of their homes. Since our target market has direct experience with the media world through their careers, it will be vital for us to use social media to reach these individuals. Since the target market lives mobile lifestyles, between commuting to work and transporting kids everywhere, radio and podcast ads will be tailored to our audience, taking into account the role of technology in their lives and their concern for the environment. They will absorb the information that they are presented and will bring it up in conversation with their coworkers. Our target market works in modern industries, these individuals are constantly looking for ways to better their lives. The PWRcell will quickly increase the comfort of their homes, allowing the consumer to remain calm and confident in the midst of possible chaos and headaches that would have previously been created by power outages. Additionally, we plan on having a strong SEO presence. We believe that most times consumers are going to search for a solar battery, it is going to start with an online search. By having a strong SEO presence, we want Generac’s product to be all over the page. Also, this comes with paid sponsorships on articles and webpages that have anything to do with solar batteries and power sources. To advertise in this sense, our plan is to boast simple ads that have our tagline. Depending on the placement of the spot also, we could include the product. Our ideas are consistent across email marketing ideas as well.

Avenues to Reach our Audience Social Media Channels

Radio

Podcasts *Californians listen to more podcasts than any other state, according to Stitcher*

Tactics In taking advantage of social media, our efforts will be specifically focused on Facebook and Instagram. Our target market is techsavvy and relies on social media to get the latest information and stay up-to-date with the latest trends. We will focus our efforts on Facebook because it is the social media platform that people within our target market age range use the most. We will run strategic ads through these platforms and work to improve the Generac LinkedIn and Facebook pages, so that they can serve as helpful resources for potential consumers. Our target market is surrounded by like-minded individuals, whether it be coworkers, other parents, or friends, so we will strive to create a strong word-of-mouth marketing scheme that will ultimately spread this product like wildfire. To do so, we need to strictly follow our tactics, strategies, and overall plan. Once we have our PWRcell in the door, the product will speak for itself, saving people money and looking good while doing it. Once people have had a chance to try out the product for themselves, they will talk to friends and family and the PWRcell will be a topic of conversation. In the end, we can be the spark that lights the fire. 15

Tactics (Continued)

We will run a number of radio and podcast ads within stations and channels that our consumers would be likely to subscribe to. Since our target market enjoys the outdoors, is tech-savvy, and follows the latest trends, we will be sure to advertise on NPR, The New York Times, and The Washington Post. Our ads will be consistent and will describe the PWRcell product, giving helpful details about the product and company. We want to depict Generac as an innovative and sleek company, so our ads will have these same characteristics. But what message are we spreading throughout all of these tactics? The main takeaway from our campaign is that we want Generac to assist consumers in their pursuit to live comfortably. We want to engage prospective customers through our advertising and reach not only our target audience of single-family homeowners, but additionally gain notoriety among a secondary audience of savvy, tech-oriented, and environmentally-conscious individuals who may not currently be homeowners but hope to own a home in the future.

Radio/Podcast Script Example DIRECTION

DIALOG

SFX

Ambient sounds of a family conversing and laughing.

MUSIC

Cheerful, warm music plays softly in the background throughout.

NEWS ANNOUNCER ON TV

Citywide power outages strike Los Angeles and the suburbs surrounding, sending people into a panic as the timeline for power returning becomes more and more unclear.

SFX

Oven dings.

MOM

Guys! Dinner is ready. Turn that TV off and come sit down.

SFX

TV clicking off and footsteps shuffling.

ANNOUNCER

The Generac PWRcell solar panel battery provides the peace of mind that you deserve. Its reliable energy source allows you and your family to enjoy the comforts of your home without any worry. Live comfortably with Generac.

Banner and Social Ad Concepts

g Prog n i r u s re a e

Following the execution of our various strategies, our group will work to measure the success of our efforts and make any changes that may be necessary. In measuring the Generac brand awareness in California, we will track impressions, clickthrough-rates, and website traffic on their various social media channels. We will track analytics of the Generac LinkedIn and Facebook through in-app tracking services such as Facebook Analytics and/or through third party social media management platforms such as Sprout Social.

r u C o a m g n pa i t p ig a d

Our campaign provides the ability to be scaled beyond the digital components it begins with. Once the Generac name has been introduced, more elements such as magazines, billboards, in-store demonstrations, and word-of-mouth advertising can be introduced to further the newfound reach and recognition Generac has gained. Our campaign can also be adapted and integrated into new markets as well once Generac has established its name in California. Elements of the campaign can be tweaked as Generac steps into new markets such as the Pacific Northwest and the South, but the message remains the same: Generac provides consumers with the ability to live comfortably.

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Expanding the Campaign

In order to truly allow people to test out the product for themselves, see the product in real life, and talk to a skilled and knowledgeable employee, the Generac brand will host live demonstrations and information sessions at REI and Home Depot stores around California. This will generate interest in the product as well as create some talk among the local target audience. People will be able to see the product in person, get their questions answered, and diminish any hesitations they may have. Additionally, we will run billboards and magazines in geographically relevant locations and publications in order to further cement Generac and the PWRcell as a household name. 21

Media and Production Budget Estimates

Based on industry standards and past Generac budget decisions, this campaign’s advertising plan will require a budget estimated to be $2-4 million. Of that proposed budget, about $370,000 of money will be used for media tactics over the course of six months. Remaining amounts are to be used on market research, an estimated $85,000, and distribution for all media and nonmedia methods. These amounts will be divided across the methods used like trade shows/live demonstrations, product displays, and printed materials. E-mail marketing and sponsored content will be most effective by using tools such as MailChimp to measure leads. These efforts would ultimately cost about $5,850 per month and be used to build Generac's presence in the market. Social media and digital content encountered on websites/social media that customers encounter during their search for home generators natively. And these efforts will ultimately total $18,750 and $210,000, respectively. Media promotion has to utilize the consideration for families and tech savvy individuals as a core element. Spending habits of theirs means that advertising is to be placed in outdoor locations that are for leisure or healthy buying. Said outdoor advertising will ultimately cost about $71,000 for billboards, print ads, and other materials. This also means influencing their consumer journey through online radio/music streaming and podcasts that will ultimately cost $52,500 divided through three months. And platforms such as iHeart Ad Builder or Spotify Advertising can help serve these purposes.

Media Timeline

Social media complements the mentioned tactic by reaching out to a greater audience that may engage with displayed content. Especially that which relates to home improvement and environmentally-friendly solutions. Dispersing the budget through an extended period of time will allow it to remain consistent and ultimately helps with the set objectives. 23

Thank you!