TREC-SolarShare Co-operative
Toronto, Peel & York Regions, ON

Issued: Thursday, August 1, 2013
Closing: Friday, August 23, 2013

Contact: Julie Leach
Sales & Marketing Coordinator
TREC Renewable Energy Co-operative
julie  trec.on.ca*
416-977-7363

Summary

SolarShare is a not for profit co-operative through which Ontarians can directly invest in local solar PV projects and become involved in the community power movement. TREC, the incubator of SolarShare is soliciting proposals for completing a marketing campaign to attract new members and garner media attention.

The scope of the contract includes: auditing existing marketing collateral and website, developing new creative and content for campaign, creating metrics for ongoing measurement and refining, and media relations strategy with some content development required. SolarShare’s success can be measured by number of new members, amount of investment received, and website traffic related to media activities.

SolarShare expects to launch its new campaign in October 2013 and run it until March 2014. The current Solar Bond investment goal for that timeframe is $2 Million with a new member goal of 400.

Proposals must be submitted before the deadline. SolarShare will make a decision on a short list within one week of the closing date and will interview candidates.

All questions are welcome and should be directed to the contact above.

SolarShare Marketing: History and Research

SolarShare launched a grassroots marketing campaign in 2011, and has since raised $2 million in Community Solar Bond Investment from over 500 members. SolarShare launched a website, developed marketing collateral, and executed a marketing plan based on friends and family initiatives and events-based outreach. Based on results over the 2-year period, SolarShare has detailed records of demographic information of members, feedback surveys, website analytics, and communications metrics. In 2010, extensive market research was also done to assist in the development of the SolarShare Marketing Plan. It includes: a market scan of the socially responsible investment industry in Canada, a 500+ person survey, and a detailed focus group study that investigated individual interest in investing in renewable energy. This research will be available to the successful proponent.

Scope of Work

The marketing contract must accomplish the following objectives:

1. Development of Campaign Messaging

• Communications Audit: Consult completed market research, existing member demographic data, member surveys, and existing messaging.
• Campaign Messaging: Identify key stories, create 3 new messages to target key audiences.
• Message Testing: Conduct session to test new messaging with key individuals (representatives from co-op membership base, board, staff, public).
• Metrics: Create tools to measure and refine messaging on an ongoing monthly basis.

2. Development of Marketing Materials

• Current Marketing Collateral Review: Review and evaluate current marketing materials including postcard, greensheet, and website.
• Website Development: Develop new content for landing page and two other key pages to increase traffic to the “Invest” section of website.
• Brochures: Design and create two new 4-page information packages designed for different audiences. Some content will be provided by SolarShare.
• Display Materials: Design signage to be permanently mounted in front of designated solar project sites.
• Social media: Review current strategy and advise on new approaches

3. Media Strategy

• Advise SolarShare on overall media strategy required to meet current goals.
• Media Targets and Press: Identify and recommend the critical journalists / bloggers and publications in Ontario whose readership meets SolarShare audience criteria. Develop/ advise content for releases and create schedule to reach the SolarShare audience and drive traffic to website. Identify at least two prospects for radio interviews and recommend strategy and content for pitch.
• Op-ed: Develop content and distribute one op-ed piece to be circulated in conjunction with a SolarShare milestone.
• Online Advertising Campaign: Create one ad (multiple banner formats) and execute pay-per click campaign during key phase of fundraising cycle.
• Metrics: Create tools to measure and refine media plan on an ongoing monthly basis.

Resources from TREC/SolarShare Include:

• Input from SolarShare Sales & Marketing Coordinator and marketing committee as required. Namely, strategy guidance and key decisions to be made for the marketing campaign.
• Key objectives of SolarShare marketing campaign.
• Previous marketing material content.
• Market research:
  • Market scan – “Responsible Investment & The Renewables Industry”
  • 500+ person survey (conducted by third-party marketing research firm) investigating understanding of renewable energy policy and individual interest in renewable energy investment in Ontario
  • Focus group results (conducted by third-party marketing research firm) further investigating individual interest in renewable energy investment in Ontario and messaging
  • Market research analysis (conducted by third-party marketing research firm)
  • Member demographic data (over 500 members)
  • 2 Member Feedback Surveys
  • Google Analytics

Submittal Requirements

Proponents shall submit one electronic copy to the email outlined above, which is not to exceed 6 pages in length (excluding samples), and includes:

• Proposed methodologies for development of marketing plan and the rationale for their use, any additional research required should be listed and priced separately.
• Website improvement proposal outlining the process and requirements from the SolarShare team.
• Total costs, summarized by the scopes of work. Please provide a breakdown of the total costs by discrete activities (e.g. graphic design, strategy development, website work, project management).
• Description of the relevant experience of the firm, the expertise of assigned personnel, and any familiarity with the marketing of community projects, renewable energy and raising equity in the sustainability field.
• Proposed timeline and the ability to complete the work in a timely manner.
• References (including contact information) from at least two clients for whom you have completed similar work.
• Samples from past campaigns, not to exceed 5 files.

Compensation

Anticipated budget for the entire campaign (improving messaging and materials, implementing the plan, and including your consultant fees) is $35,000-55,000. If possible, please provide options for the lower and higher end of the budget range.

Contact:

Julie Leach
Sales & Marketing Coordinator
TREC Renewable Energy Co-operative
julie  trec.on.ca*
416-977-7363

When applying, please indicate that you saw this posting at GoodWork.ca.