Marketing Plan

By April 25th, 2024 Neste MY Renewable Diesel will be the fuel used by all 532 fire departments located in the Los Angeles, Orange, Riverside, San Bernardino, San Diego and Ventura Counties, distributed by IPC (USA), Inc.

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Billboards $3,840,000.00

Public Transportation Ads $1,200,000.00

Pamphlets $60,000.00

Educational Events ******* $120,000.00

Earth Day Trade Shows** $100,000.00

Promotion $44,280.00

Fire Fighter 5K City Run **** $30,000.00 Total: $5,394,280.00

Budget $5,500,000.00

Billboards:

We will place billboard ads strategically in main routes to city and county offices in high traffic areas such as freeways. Given the geographical range of the counties we are targeting, 40 billboards a month is what we require to adequately cover the region. The budget of $320k a month assumes an average cost of $8k per billboard. Billboard advertising will help increase product awarness both among the community and city legislators. Brand awareness will help us to achieve our SMART objectives by boosting our reputation and making legislators aware that we are an option for improving sustainability practices.

Public Transportation Ads: Public transportation is a potential user of Neste MY Renewable Diesel. By advertising our diesel on city buses, as well as bus stops, we will educate the public about our product. Public awareness will lead to legislator awareness because of public desire to implement more sustainable practices. This budget assumes an average rate of $1,000 per month, giving us 100 locations throughout our region each month.

Pamphlets: Pamphlets will be sent to city offices, fire departments, and transportation departments. Direct mail will allow us to get our information directly into the hands of the city legislators, and decision makers, while other marketing efforts will build awareness.

Educational Events An edcational booth at transportation trade shows and science conventions. We will have burn demonstrations similar to our Earth Day demonstrations to provide tangible evidence of the benefits of Neste MY Renewable Diesel.

Earth Day Events: We will have a booth at city Earth Day Events. We will have information, and a prize giveaway, as well as a form for people to fill out to send to their local representative about bringing Neste MY Renewable Diesel into their local fire department. We will have burn demonstrations comparing our fuel to traditional diesel.

Promotion: To promote our product, we will fuel one fleet in each county in our target market. The cities in each county will be entered into a drawing for the fuel. This will provide an example of how well our product works in order to generate word of mouth advertising. We will fuel 5 fire departments, one in each county each month. This will total 60 fire departments over the one year period.

Fueling the Future 5K:

A 5k run put on by Neste to educate the public and generate goodwill. Food and shirts will be provided to participants, and vendors will be invited. There will be a $20 registration fee. 50% of the proceeds will be given to the local fire department. By investing in the community, Neste will elevate their brand image, and make themselves more appealing to legislators. The shirts will have the phrase "Fueling the future 5K" across the front, as well as the year (2020) and images of busses, fire engines, and other city and commercial vehicals. By including private transportation, Neste will begin to generate awareness for their product for use by the general population.