Marketing Strategy |

Southern California Edison’s $875 million Solar Rooftop Program was the largest solar project in the country at the time of its inception. The utility obtained approval to cover 65 million square feet of unused Southern California commercial rooftops with 250 megawatts of the latest photovoltaic technology – enough generating capacity to meet the needs of 160,000+ homes.

Working cross functionally with several stakeholders within Southern California Edison, I directed the marketing strategy and execution for the 5-year project.

After a detailed research phase, marketing personas were created and agreed upon. Next, an entirely new section was added to the corporate website to promote the program. These pages included messaging specific to the conerns these buyers would have as revealed during the reseach phase.

Then a six-page brochure was designed to convince property owners to partner with Southern California Edison on the project. Copy was carefully crafted to extol the benefits of partnering with the largest utility in California and positioning the project as an easy step towards participating in the sustainably movement.

A complete collateral package was designed to move prospects through the sales process to conversion. These follow up materials were designed to provide additional information for interested building owners and included a detailed program explanation, a frequently asked questions sheet and a DVD video walkthrough.

The program sold out in 2.5 years instead of the forecasted 5.