Energy Reduction Coalition

An advertising campaign brought to you by Bright

ADeas

Meet the Agency

Ashley PendergastArt Director

Emily ProgMarketing Director

Keely O’ConnorCopy Editor

Weiyi YinResearch Specialist

Ross McCormickAccount Planner

Jun PengCreative Director

Executive Summary• ERC offers businesses opportunity to

save money on monthly energy bill with LED conversion

• Campaign will showcase the benefits the ERC offers their clients: saving them money

• Advertising, marketing, promotion and social media

Client History

• Michigan non-profit organization dedicated to LED conversion

• Established by Carl Walsh in 2012

• Dedicated to establishing a “win-win” situation for both the individual and the world

• Make the world a better place

• Replace current lighting with LED

• Take on all the cost and risk• Guarantees 20%+ reduction

in first energy bill• No contract, no

commitment• Can stop service at any

time

Service Description

The SituationLED

Manufacturers

LEDOrganizatio

ns

PhillipsSHARPGE

Lighting Understanding for a More Efficient Nation (LUMEN)

The LED Company

Secondary Research

Primary Research

SWOT AnalysisStrengths

• Save clients 20-60%• ERC takes on all risk,

pays all fees• Credible business

partners• Benevolent purpose

Weaknesses• New company• Lack of LED

knowledge• Lack of trust– “too

good to be true”

Opportunities• Few LED conversion

companies in market• Open to all businesses• Low awareness of LED

lighting

Threats• Lack of brand awareness• Skepticism among

prospective clients

Creative BriefProblem

Objective

Positioning

Audience

Tone

Brand

Unawareness

Awareness and benefits

Win-win situation, saving clients moneyCommercial businesses, municipalitiesPolite and informative

Money-saving organization with a trustworthy reputation

The Bright ADea• Main benefit of the ERC needs to be

showcased• The ERC will save your company

money!• Greater understanding of the ERC’s

services and benefits• Simple and clear design

DigitalOutdoor

PrintDirect Mail

Radio

Television

The CampaignRebranding

EnvironmentRepresentConservation

Rebranding

Brand Toolkit

MyriadMinion

Website Redesign

Social Media

Outdoor

Outdoor

Print

Direct Mail

Merchandise

Brochure

TelevisionVideo:(MS) A new employee and a boss walk into an office with the lights turned off.    

Video:(DS) The new employee and boss walk over to the cubicles to meet the other staff and the room is dark    

Video:Black background white writing

Audio: Boss: Welcome aboard, Wilson!Wilson: Thank you sir. I’d shake your hand if I could see it.  

Audio:Wilson: Why are the lights off?Boss: The energy bill was too high.New guy: Oh…  

Audio: None

TelevisionVideo:(MS) Wilson meets a new boss at a new office that has great lighting. Wilson shakes new boss’ hand.   

Video:(MS) Wilson walks into his new bosses office with him.       Video:White background with the rolling ticker seen in the billboards company information logo colors.

Audio: Boss: Welcome aboard Wilson!Wilson: Thank you sir.    

Audio:Wilson: Wow this is nothing like the last place I took a job at, the guy was too broke to turn on his lights. Boss: Yea, I used to be cheap until I switched to the ERC. 

Audio:ANNCR: Save at least 20% on your next energy bill. Switch to LED, call the ERC.

Radio

Flight Plan

Year-round savings!

Thank You!

+ =A win-win situation!