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Soplicity

Dispelling the Myths of Solar
How we launched a solar brand into the Southern California market
SUMMARY

Solplicity is simply smart solar. They are a growing team of experts dedicated to helping you live an energy efficient and sustainable life through solar, and save some money in the process. There’s a lot of solar plans out there, and it’s our business to understand every single one of them so you don’t have to. They provide smart and straightforward guidance to help you select the best solar option for your home.

Here’s how Digital Delane launched their brand…

OUR ROLES

Digital Strategy
Social Media Strategy
Brand Strategy
Creative & Content
Paid Search Strategy
Analytics & Optimization

CHALLENGE

To increase visibility of the client’s brand across owned, earned and paid media so that we become a prominent resource in the solar industry. Improve the overall customer experience so that we have the highest customer satisfaction rating in our category.

DISCOVERY

As natural gas and oil prices remain volatile, commercial and residential consumers are beginning to appreciate the price stability that solar power offers. With this in mind, we established the following objectives:

  • Bring the sales teams into the marketing process. Focus on data collection that will fuel email, remarketing, and social campaigns.
  • Establish a CRM to customize the customer experience based on behavior online and offline.
  • Develop branded content to keep solar prospects interested and informed.
  • Develop a paid media campaign that will amplify brand awareness and engagement.
SOLUTION

DISPEL THE MYTHS OF SOLAR

The solar energy company wanted to cultivate relationships and build equity with influencers and those within the Solar industry. Digital Delane developed a digital branding strategy tied to the client’s vision and mission by educating and providing value to current and potential solar customers. Overall, we use focused marketing efforts to attract new customers to solar and helped bring this renewable energy technology into the mainstream.

STRATEGY

We were tasked to develop a digital strategy that would increase visibility of the Solplicity Brand across owned, earned and paid media so that they can become a prominent destination brand in the solar industry. They also wanted us to include tactics that will improve the overall customer experience so that they have the highest customer satisfaction rating in their category.

We developed and presented a strategy document which focused on these objectives:

  • OBJECTIVE 1: Increase Leads of potential solar panel customers
  • OBJECTIVE 2: Increase Retention of customers during waiting period
  • OBJECTIVE 3: Build Trust of Solplicity within Solar Industry
  • OBJECTIVE 4: Increase Solplicity Brand Awareness
  • OBJECTIVE 5. Build Email & Social Audience
SOCIAL MEDIA

The general Social direction of Solplicity was to cultivate relationships and build equity with influencers and those within the Solar & related tribes.

We substantiated the solar vision and mission through educating & providing value to current and potential customers – and by simply out-caring our competition. This wasn’t a strategy or tactic, per se, but more of a philosophy and culture of the brand on social media.

SOCIAL MEDIA

The general Social direction of Solplicity was to cultivate relationships and build equity with influencers and those within the Solar & related tribes.

We substantiated the solar vision and mission through educating & providing value to current and potential customers – and by simply out-caring our competition. This wasn’t a strategy or tactic, per se, but more of a philosophy and culture of the brand on social media.

CONTENT

We understood that branded content was integral to establishing Solplicity as a brand that cares. The goal was to educate, share, be transparent, show why the client is interested in providing value above all else.

To that end, we created their branded content series titled “AskSolplitcity”

PAID SOCIAL

Before executing any paid social campaigns we conducted market and user research to solidify the strategy. We developed a lead generation campaign that included personalized landing pages based upon different variables. We developed remarketing segments based on the user’s website behavior.

Our Results

Establishing Solplicity as a value-driven brand with unique positioning in a skeptical market helped the brand obtain more leads, new customers, and most importantly created an authentic dialogue between brand and customer.

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