Brand Awareness
Campaign
MRL
February 2024
Campaign Goals & Objectives
Audiences
Media Objectives, Strategy,
and Advertising Channels
Messaging Strategy & Ad Creative
Timeline & OOH Placements
Next Steps
2 3
6 8
11 16
24 3
Campaign Goals & Objectives
4 Create awareness of the Ava name and
the associated benefits of renewable
energy among residents, businesses, and
organizations in our service areas.
Achieve 80% reach in Ava service areas
with 3x frequency.
5 Create a campaign that is scalable,
consistent, and impactful across our
territory.
Collect data for customer insights and
marketing optimization.
6 Audiences
7 Frannie
The Uninformed
“Cost-conscious Families”
~50% customer base
Samantha
The Socially Conscious
“In-the-Know”
~25% customer base
Arnold
The Advocate
“Energy Pro”
~25% customer base
Sources: InterEthnica, Celery, Forbes, energy.gov, NREL.gov Ava Audiences
8 Media Objectives, Strategy, and
Advertising Channels
9 Media objective
● Media is designed to create an understanding of
the importance of Ava and green energy
Media strategy
● Select media that is optimized specifically for
Alameda County & Tracy
Media channels
● Heavy concentration on highly flexible media to
address market conditions and topic data.
10 Ava Marketing Funnel & Advertising Channels
Goal: Awareness and Building Relationships
Awareness
Knowledge
Interest
Consideration
Intent
Engagement
Activation
Repeat
Preference
Loyalty
Referral/Endorsement
Advocacy
Demand Generation
Conversion
Relationship Management
Community Building
SEO Awareness
PPC
Local media
Social media
Email
Out of home
Display ads
Direct Mail
PR
Podcasts/Streaming
Landing pages
Content
Social media
Collateral materials
Video
Events
Content
Email
Events
Community building program:
Individuals
Businesses
Events
11 Messaging Strategy & Ad Creative
12 Building on the Brand Voice guidelines,
advertising copy is clever, positive, energetic,
accessible, and relatable.
We seek to learn what resonates emotionally
with creative focusing on pride, optimism,
community, and savings.
Ad creative will be tested and optimized
during the Introductory Campaign over
the next 6 months.
Advertising Examples
13 BILLBOARD SOCIAL
Advertising Examples
14 BILLBOARD SOCIAL
Advertising Examples
15 BILLBOARD SOCIAL
16 Timeline & OOH Placements
Content
Direct Mail
Email
Organic Social
Content Development
* New topics will continually replenish the topics focus of communications 17 Paid and Owned Media Calendar: Months 1–6
Topic Intelligence
SEO
PPC
Content Syndication News Media
BANG Digital Ads
BANG Sponsored Content
Streaming Radio
Next Door
OOH/Digital OOH
BART
Prep
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Prep
Prep
Prep
Prep
Prep
Prep
Prep
Prep
Prep
Paid Media Owned Media
BART
18 5 Installations at 8 stations across our territory
Emeryville
OOH Placements
19 Berkeley
West Oakland
OOH Placements
20 West Oakland
San Leandro
OOH Placements
21 Hayward
Tracy
OOH Placements
22 Digital OOH
23 Coliseum Bay Bridge Toll Plaza
24 Next Steps
25 Next Steps 2/21 - Consent Item at BOD Meeting
2/26 - Campaign in Market
4/19 - Update and insights at April MRL
Thank you!
AvaEnergy.org
+1 833.699.3223
[email protected]
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