Solar Marketing Curriculum

Marketing Solar Power – A Guest Speaker Opportunity
Residential and Commercial Case Studies to Supplement Your Business, Marketing, or Communications Curriculum

Speaker Profile
David Boylan, founder and President of Artichoke Creative, an integrated marketing agency headquartered in San Diego, has spent the past 5 years immersed in the emerging solar industry in California and New England with companies like HelioPower, Stellar Solar, and Borrego Solar. HelioPower and Stellar were both clients of Artichoke Creative and David was Director of Marketing at Borrego Solar. Prior to his work in the solar industry, David held various roles in the building industry for Masco Corporation, DR Horton, and Centex Homes.

Topic Menu
All of these topics can be supported with a variety of supporting materials from time spent working with Borrego Solar, HelioPower and Stellar Solar. Supporting materials can include but are not limited to strategic plans, banner and print samples, press releases, event marketing plans, email marketing samples, tracking reports, ROI reports, cost per lead and cost per acquisition reports, radio spots and video. The topics can be presented in class lecture format or over several days in an interactive, team environment where students form teams and are given assignments based on the topic. The format is worked out with the instructor prior to the engagement.

• The evolution of a solar brand and positioning for acquisition – Transforming HelioPower from it’s hippie old school perception to a more authentic representation of it’s engineering driven foundation. Includes logo, website, and sales collateral re-design. Similar project for Stellar Solar.

• Marketing to diverse geographic and demographic areas including Southern California, Northern California, New England.

• Finding a balance between driving leads through direct response marketing and building the brand

• Internet pay per lead generators – Cooler Planet, Clean Energy Quotes, what works

• Developing marketing campaigns based on low cost-per-lead and cost per customer acquisition – what methods and mediums give the most bang for the buck.

• Managing the PR agency relationship – how much should you spend and what type of results
you should expect.

• Ad agencies versus freelancers – getting the most bang for your buck

• Intelligent planning and buying of Internet media for solar

• Banner campaigns – building effective creative for residential and commercial with examples given, ad networks versus targeted, higher cost sites, geo-targeting, directional, content driven banners.

• Utilizing email marketing to drive residential and commercial leads and events. Examples given of residential and commercial campaigns with detailed tracking.

• Building relationships with trade groups and associations to build residential and commercial leads.

• Video for Internet and spot cable promotions

• Utilizing manufacturer co-op funds to pump up budgets and brand exposure

• Solar website design and content – essentials and fluff

• Webinars for driving residential and commercial leads

• Customer referral programs for residential and commercial groups

• In-home solar party program for current and prospective customers

• Targeting specific commercial solar verticals including affordable housing and education

• Relationship building with American Institute of Architects, Building Industry Association, and
other organizations that whose members can influence solar decisions on both the residential
and commercial level.

• NPR & Solar, what works

• Traditional radio – how it can work – The River/Borrego example

• Solar & Retail – How Home Depot, CostcoSam’s Club brought solar to the retail masses

• Transit as a medium – Solar Power to the People transit campaign on 85 hybrid buses in San Francisco

• Commercial launch events to drive residential and commercial leads

• Effective use of manufacturer co-op marketing funds

• The importance of developing a creative style guide to maintain brand consistency

• Vehicle wraps – for the solar fleet and select consumers

• Branded clothing – effective use to build the solar brand

• The importance of professionally shot residential and commercial solar installations.

David Boylan can be reached at 858.395.6905 or david@artichoke-creative.com