integrated

2. account director katie erdmann research director megan abel media director brian weeks creative director jillian dresser pr/promotions directors nik hawkins robyn kaplan integrated Catalyst Communications is an integrated advertising firm that specializes in analyzing and developing comprehensive marketing plans. original Catalyst Communication incorporates primary research and existing market data into its campaigns, offering distinguished solutions to every organization with which it partners. visionary Always striving to exceed client demands, Catalyst Communications prides itself on being a modern and pioneering agency.

4. research • What are Focus’ accomplishments? • Conserved electrical energy and natural gas • Partnered with numerous businesses - ENERGY STAR - Hardware stores • Saved Wisconsin schools $2.6 million on utility bills • Reduced environmental emissions of CO2, sulfur dioxide and mercury

5. research • Problem #1: Increase in Energy Consumption • $12.4 billion spent on energy in Wisconsin in 2001 • In 1990’s dollars spent on energy conservation fell. • Wisconsin cannot sustain high levels of energy consumption…something needs to change!

6. research • Problem #2: Lack of Awareness • According to a recent Catalyst survey: • Only 4.5 percent recognition of Focus among Wisconsin residents Focus’ messages are not reaching their target audience! Wisconsin Focus on Energy????????

8. campaign strategy Key Operational Goals: Increase brand awareness by 20% Increase public participation in Focus’ residential program by 15% 3. Secure government support and funding

9. campaign strategy • Residential homeowners • High-medium energy users • White, adult men and women • Ages 30-45 • Well educated • Have 1-3 children • Income - $45,000 - $99,000 • Live in and around Wisconsin’s larger cities The Wiser Family

10. campaign strategy Why target the Wisers? Main Reasons: 1.Limited budget !!!! 2. More awareness of energy savings - More money conscious 3. Initiators into the secondary target, businesses

11. campaign strategy Current Competition environmental concern savings WE Energies • Positions • Alliant Energy = “user friendly” • MG&E = “environmental concern” • WPS = “savings” DOE’s Smart Energy Campaign WPS MG&E Alliance to Save Energy Interstate Renewable Energy Council Alliant Energy user friendly renewable energy

12. campaign strategy How will Focus set itself apart? Focus’ position and messaging: OLD NEW Stagnant - - - - - - - - - - - - - - - - - - - - - - - - > Trendsetter “Here and Now” - - - - - - - - - - - - - - - - - - > Visionary Complicated- - - - - - - - - - - - - >Efficient and simplistic

14. media plan • Reach/Frequency: • Budget = $1.5 million • Targeted areas = Milwaukee, Madison & Green Bay - Covers 80% of State

15. media plan • Campaign Timing • Pulsing Strategy • Hit the targeted audience when the idea is fresh • Winter Push - November to January • Summer Push - May to July

16. media plan • TV • Main media outlet - 62% of total budget • Ads air during evenings, weekends and holidays • Focus on sports and prime time Percent of TV Budget Cable Sports Prime Time Specials

17. media plan • Supplemental Media • Must fit target’s personality- mobile and efficient • Radio, Billboards and Magazines Percent of Overall Budget Magazine Radio Impact TV

19. creative plan • Purpose of Ads • Grab attention, spark curiosity in audience, drive them to the website to find out more about Focus • Create brand awareness, recognition and recall • Motivate target audience to take action

20. creative plan Why is there a new logo? Old Logo: - Old logo had only 4.5% recall - No one associated it with Focus or what Focus is about New Logo: - Still uses the 6 circles - Represents sunlight refracted through a lens - Sun=earth’s most natural and original energy source

21. New Focus Logo

22. creative plan • Slogan: “Efficient today. A better tomorrow.” • “Efficient today” • - Reflects Focus’ efficient way of helping • people save energy/money • - References energy efficiency • “A better tomorrow” • - Focus will be there for you in the future • - Focus can create a cleaner, fresher environment in the future

23. creative plan Messaging Theme: “Get a ‘one-up’ on the Jones’ with Focus’ trendsetting, efficient, simple ways to save money and energy.” Tagline: “There’s a better way to save, and we can help.”

24. creative plan • TV Ad campaign #1 • Series of 3 ads used to grab attention, and drive home brand recognition and recall through consistency • Plays on suburban ideas that the trendsetting and innovative target audience can relate to • Meet the Wisers and their ridiculous neighbors

34. creative plan • Billboards • Maintains theme: “Get a ‘one-up’ on the Jones’ with Focus’ trendsetting, efficient, simple ways to save money and energy.”

35. creative plan Billboards

37. public relations & promotions • Objectives • Contribute to brand image • Efficient and Simple, Trendsetting, Visionary • Increase exposure • Encourage audience to contact Focus • Direct to website, office

38. public relations & promotions Winter Events Habitat for Humanity ENERGY STAR Sponsorship Christmas Light Displays Children’s Museums

39. public relations & promotions Back view of T-Shirt to be given away at Children’s Museums, Fairs

40. public relations & promotions Summer Events U.S. Bank Championship Farmers Market State and County Fairs

41. public relations & promotions Year Round Promotions Advertising Support Publicity Through Media

42. catalyst’s strategy overview • This fresh and new campaign will put Focus on the map through: • Receptive target audience • New position and messaging • Thoughtful ad placement • Eye-catching and clever ad campaign • Execution of PR and promotions Catalyst Communications will change the way people view Focus and energy conservation!