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Geothermal Energy Association Strategic Marketing Plan

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Originally presented to:The Geothermal Energy Association, Wash., D.C.Strategic Marketing Plan for the Geothermal IndustryPart 1: Creative Exploration, Wall St. focusJanuary 24, 2010v1.0 Early ObservationsHow I can help…

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Tags: electricity, reliable energy, drilling, rural development, marketing campaign, brand identity, strategic marketing plan, geothermal education, innovation, hot rocks, green energy, corporate culture, hot springs, geothermal outreach, sustainable energy, brand design, geothermal market, multimedia campaigns, geothermal, development, design, us, gea, presentation, brand development
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Originally presented to:The Geothermal Energy Association, Wash., D.C.Strategic Marketing Plan for the Geothermal IndustryPart 1: Creative Exploration, Wall St. focus
January 24, 2010
v1.0 Early Observations
How I can help the GEA
Help build a strategic marketing plan, using marketing techniques for enterprise-scale technology
Develop an Industry Creative Brief to guide agencies working on campaign components
As I develop campaigns for Geothermal companies, seek to integrate them with GEA visibility programs
Assist with GEA projects where my talent can make an impact
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
My Background
Twenty years of advertising and creative management experience marketing technology companies
Talented creative director with practical experience building multimedia campaigns and organizing agencies
Accomplished brand identity designer and technical illustrator, with the ability to write compelling copy
Three year self-education and research into geothermal and related industries
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Building An Effective Marketing Campaign
Identify key Geothermal industry challenges
Identify interest intersections
Develop common themes to reach target audiences
Brainstorm executions and verify effectiveness
Extend visibility through partner efforts
Coordinate creative briefs to realize synergies among agencies
Execute creative development and share assets
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Geothermal Industry Challenges
Bring in Wall Street investment to scale geothermal energy production quickly
Bring in VC investment to foster company creation in the sector and drive innovation
Maintain tax credits and incentives for Geothermal development
Create demand for Geothermal solutions among wider population
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Wall Street Challenges
The Geothermal market is small and fragmented
Must demonstrate reliable scalability
Too hard to understand for a small market
Relies on government subsidies subject to change
Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants
Difficult to weigh risks, given novel business models
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Venture Capital Challenges
The challenges are similar
Must demonstrate reliable scalability
Relies on government subsidies subject to change
Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants
Some challenges for Wall Street become attractive investments for VCs:
Difficult to weigh risks, given novel business models
The Geothermal market is small and fragmented
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Government Challenges
Investment challenges are reframed within government, but are quite similar:
Support and subsidies for unsustainable business models is fading
Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants
Long lead time for major projects provides little short-term stimulus for the economy
Must demonstrate how Geothermal development can help revitalize America’s economy with safe, reliable energy
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
General Public Challenges
With little industry visibility, Geothermal’s appeal as a sustainable asset is not understood:
Is it safe? Is it ugly? Is it sustainable?
How is it different than other green energy sources?
Rocks are boring, why should we care about Geothermal?
I live in the Midwest—what’s in it for me?
Where are the JOBS?
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Profitable Business Themes
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Continuous, sustainable energy
Competitive with new fossil-based plants without the need for fuel
Scalable energy technology throughout the west with nationwide applications today in co-generation
Proven technology, with room for innovation in the secondary heat market for agriculture, industrial processing, and other direct heat uses
Jobs that won’t go away in the heartland of America
Sustainable Economy Themes
Competitive, continuous, sustainable energy for a stable America
A renewable domestic resources that can compete on its own with fossil-based energy sources
Incentives, not subsides will drive rapid expansion
Room for innovation and sustainable economic growth
Geothermal: Earth’s Power Plant
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Rural Development Themes
Heat, farmed from the earth, brings energy-intensive jobs to America’s heartland
Not just electricity, but the heat to drive agriculture and industrial development in Western rural areas
An energy source so benign, you can swim in it
The centerpiece of rural development—sustainable energy farmed from the earth
Fuel-less sustainable energy, competitive with coal*
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
*Needs to be verified/qualified
Common Themes—The Intersection of Interests
Continuous, sustainable energy—competitive with today’s energy sources
Proven technology with room to grow
Re-energize rural America with locally generated power and sustainable jobs in the heat-energy industry
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Creative Brainstorming around Themes
Look for scalable messages that can be used in a variety of media and by many GEA companies
Create rough concepts for validation in key sectors
Measure response in target market
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Adaptation for Print—Investor Demographic
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Profitable Business
Forbes
The Economist
Fortune
Rural Development
Harper’s
New Yorker
Southwest Art
Sustainable Economy
Conde Nast Traveler
Sailing, Golf Digest
Scientific American
Using Themes with Target Markets
Push creative concepts across a variety of mediums and market sectors to drive visibility
Create opportunities for Geothermal companies to participate and tell their stories
Industry creative brief to GEA member’s creative teams
Leverage GEA activities to drive synergy
Use guerilla as well as conventional media campaigns to drive visibility
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Guerilla Marketing Using Industry Assets
Reconfigure GEA website to align with themes and target markets
Links by sector (industry, investors, govt./general public)
Campaign landing pages with links to details
Spectacles at industry events
Visitor centers and signage at key installations
Geothermal education packets and models
Educational premiums and promo items
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Spectacles at Industry Events
Geothermal “Cook Off” at GEA Conference
Three companies compete with small-scale power plants using a common steam source. Most power generated wins.
Create a Geothermal Coffeemaker for GEA finance conferences
Adapt coffee siphon to demo geothermal principals
Encourage WORKING models at industry events
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Visitor Centers at Geothermal Sites in Nevada
Reno, NV Steamboat area would be an excellent site for business and public visits with high visibility on Highway 395
Color code piping and place signage at remote sites
Burma Shave style signs provide a bit of interest on a lonely drive
Color coding of system and explanation signs to educate
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Education Packets and Model Loans
Create lesson plans for classrooms and lending library of models
Lesson plans
Binary and Kalina cycle models, etc.
Industry events/visitor center reuse
Lets children teach their parents
Create the next class of Geothermalists
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Educational Events, Premiums and Promos
Geo Tours—Geotours to Iceland and domestic recreation areas with geothermal resource development
Executive toys that educate
Hand boiler
Heated coffee mugs, personal espresso machines
Annuals, calendars, art books featuring geothermal communities distributed to government and investment sector
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Verify and Enhance Early Findings
Mine marketing databases for interview candidates in each market sector (community, investment, geothermal)
GEA event feedback, surveys, industry trends
Trends in aligned industries (Geo-Heat, Co-Generation, Industrial, Agriculture)
Target market surveys and trends
Review competitive campaigns for solar, wind, and clean coal
Verify accuracy and impact of brainstorming themes with sector “sages”
Council of marketing experts pulled from PR, GEA, and sales/marketing directors in the industry
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.
Next Steps
Create a geothermal industry creative brief
Explore marketing relationships with Geo-Heat, Solar-Thermal, Co-Generation
Begin identity campaign in conjunction with material development
Build publication-quality marketing material database as agencies are engaged
Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.