Transcription
august 27, 2010 DRAFTi n los a n g e l es co u n ty marketing andcommunications plan
table of contentsSummary Overview .3Proposed.Implementation.Plan.10Introduction .11Program Goals and Objectives .13Marketing and Outreach Goals and Structure . .14Strategy . g. .304.City.and.COG.Outreach. .305.Contractor.Marketing.316.Realtor.Marketing. n .37Descriptions of Marketing/Communications Tools . . 38Descriptions of Key Messages .43Aug usT 27, 2010 DRAFT marketing and communications plan 1
summary overview The Statewide rovided. iciency.upgrades.Energy Upgrade and.counties.throughout.the.nation.Energy Upgrade California in LosAngeles perty.owner.investment.of. 5,000.to. n.overview.of.schedule.and.timing.Marketing rts.include:1. Countywide Marketing(and Media Relations)2. Pilot Marketing Areas3. Trigger-Event MarketingAug usT 27, 2010 DRAFT marketing and communications plan 3
1. Countywide Marketing andOutreach4. City Outreach5. Contractor Marketing6. Realtor Marketing7. Retail Partner Marketing8. Multi-Family Marketing9. Whole Neighborhood aimed.at.three.audiences:countywide marketing/outreach tacticsCity InformationCable TVLocalMediaLocalEventsCommunityof InterestCounty Newsletters CommunityNewslettersEventsOut nceTheatersSocialMediaSiteSignageDirect Mailto Hot SpotsRetailPartnersBillboardsCity TV4 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles CcountyTransitSheltersMassMedia
“Early program.and.rebates. and.“do.the.right.thing”.for.the.environment. utilities,.the.County.or.cities.will.attend. Social gram. Countywide tractors. Countywide Media n-language.publications. Home Energy Makeover e.at.Program.launch.and.one.in.Spring.2011. Media nclude: Direct ome.and.household.income.County a.whole.house.Aug usT 27, 2010 DRAFT marketing and communications plan 5
Identifying Locations of lysis.efforts: Parcel-Based Market Analysis. tor.marketing.strategies.Pilot Marketing de: High.percentage.of.houses.built.before.1978 High.percentage.of.homeownership High.energy.usage Demographics:.–.Income. 60,000- .percentage.of.households.with.4 .peopleAdditional.considerations.include: .interested.in.an.energy.upgrade) and.multicultural) r.target.audiences2. Pilot Area ths.One.suggested.pilot.marketing.area.6 e n e rgy u pg ra d e ca l i fo r n i a in Los Angeles Ccounty
me.is. h.will.include: Intense Grassroots d.throughout.their.communities. Saturation dena marketing targetKPCC PasadenaPasadenaStar ltadena Town& Country ClubKROQPasadenaPasadenaWeeklyArt BreakHome DepotChurchBulletinsGreat IndoorsSantaComing kHistoryParadeSentinelSheriff SupportGroupAltadena TownCouncilHome ExpoAltadenaHeadlinesExaminerAltadena ArtsCouncilAltadenaChamber ofCommerceFourth of JulyFireworks atTown & Country ClubMaster BuildersAltadenaConnectionHauntedHouse atAltadena ena CommunityLeague ofImprovement CenterWomen VotersKCBSKLVESummer ConcertSeries at Farnsworth ParkWorld MusicFestival ce HardwareAug usT 27, 2010 DRAFT marketing and communications plan 7
to.the.websit
Festival in Pasadena Haunted House at Farnsworth Park Art Break Parade National Latino Congreso Altadena Neighborhood Association Altadena Chamber of Commerce Altadena Arts Council Altadena Town Faith-based Organizations Altadena Town & Country Club Altadena League of Women Voters Altadena Historical Society Altadena Community Sheriff Support Group Santa Coming to Farnsworth
