1. Karla Campbell
Heidi Frank
Bart Kieschnick
Lauren Stanat
Krystal Wright

2. Statement of Purpose
• To educate Green Mountain Energy Company
on viral marketing and our proposed plan to
employ traditional and non-traditional media
vehicles.

3. Agenda
• Goals
• Media Vision
• Viral Marketing
• Targets and Competition
• Strategies
– Viral Delivery
– Viral Results
• Conclusion

4. Green Mountain Energy Goals
• Education
• Awareness
• Sales

5. Media Vision
• Par5 will utilize traditional and viral marketing
methods to attract customers committed to
living a green lifestyle.

6. What is Viral Marketing?
• Goal
• Seeding

7. Cautions
• Ad clutter
• Difficult to measure
• Loss of control

8. Viral Delivery vs. Viral Results

9. Viral Delivery vs. Viral Results

10. Target Audience
• 25-44
• Homeowners
• Emphasis on women
• One or more children
under 18 in the home
• Well-educated
• Higher income

11. Houston and Dallas Demographics
• Total population 3,377,431+
• Households
• Family households 722,375
• With children under 18 372,825
• Average Household Size 2.695
• Average Family Size 3.52
• Occupied Housing Units 441,632
• Vacant Housing Units 67,448

12. Breakdown in Energy Usage
Dallas/Ft. Worth Metro Area Houston Metro Area
Industrial
Residential Residential
Industrial
14%
38% 33%
26%
Commercial Commercial
48% 41%

13. Homeowners
• Homeowners
• Demographics
• Green Homeowners
• Demographics
• Motivation and Concerns
• Education

14. Why Are Consumers Moving?

15. Media Usage
• Online
• Television
• Print

16. Competition
• Reliant Energy
• TXU Energy
• Pedernales Energy Co-Operative

17. Viral Delivery

18. Online Community
• Share thoughts or
ideas
• Work on common
projects
• Electronic
communication

19. Online Community
• Green Mountain Peak: Growing Green
Connections
– Editable profile
– Ability to share pictures, videos
– Newsfeeds
– Blogs
– Widgets

21. Widgets
• Personalized
• Voluntary Interaction

22. Widgets

23. YouTube

24. YouTube Strategies
• Educational videos • Consumer videos

25. Referrals
• Refer-a-friend program
• Incentives
• Key: Give up control

26. Search Engine Marketing

27. Reaching Movers
• WhiteFence.com
• Builders
• Storage facilities

28. Viral Results

30. Public Displays
• Placed in partner office buildings, malls
• Direction towards website
Visits Watches Shares
Sees Display
Website Video With Friend

32. Targeting Schools
• Education
• Positive public relations
Students Parents Friends
WOM &
WOM
& & &
Online
Teachers Guardians Family

33. Earth Day Education Program
• “Go Green” Ecotivities
Toolkit
– Activity books
– Interactive game
– Tchotchke

34. Conclusion

35. Questions?