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. There are a lot of solar plans out there, and it’s their 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…
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. There are a lot of solar plans out there, and it’s their 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
THE CHALLENGE with SOLPLICITY
Our goal was to increase visibility of the client’s brand across owned, earned and paid media so that they could become a prominent resource in the solar industry. We wanted to improve the overall customer experience so that they could have the highest customer satisfaction rating among their target market segment.
DISCOVERY
As natural gas and oil prices remain volatile, commercial and residential consumers are appreciating 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
Solplicity 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 used focused marketing efforts to attract new customers to solar and helped bring this renewable energy technology into the mainstream.
THE SOLPLICITY MARKETING STRATEGY
Our goal was to develop a digital strategy that would increase visibility of the Solplicity Brand across owned, earned and paid media so that they could become a prominent 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:
- 1: Increase Leads of potential solar panel customers
- 2: Increase Retention of customers during waiting period
- 3: Build Trust of Solplicity within Solar Industry
- 4: Increase Solplicity Brand Awareness
- 5. Build Email & Social Audiences
SOCIAL MEDIA
Our social media strategy for Solplicity was to cultivate relationships and build equity with influencers within the Solar industry.
We substantiated Solplicity’s vision and mission through educating & providing value to current and potential customers. 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, and show how the client is interested in providing value above all else. We created their branded content series titled “AskSolplicity” in order to meet this goal.
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 created remarketing segments based on the user’s website behavior.
OUR MARKETING STRATEGY RESULTS FOR SOLPLICITY
Establishing Solplicity as a value-driven brand with a unique positioning in a skeptical market helped the brand get more leads, get new customers, and create an authentic dialogue between brand and customer.