Marketing Communications Case Study Creative Brief
kayladolan
hoiday_how-to_videobrief_approved1.pdf
CREATIVE BRIEF -‐ APPROVED Client: LG&E and KU Job Description: Holiday How-‐to Video Job Number: 72430 Date: Revised 9.12.13 Background In July, LG&E and KU kicked off an initiative with Creative Alliance and BLASTmedia to:
● Optimize the Energy Efficiency videos on the LG&E and KU YouTube channel ● Conduct a YouTube audit that covered both the LG&E and KU YouTube channel, as well as the YouTube Channel’s of four select peers ● Launch a paid media campaign on both YouTube and Facebook, which is currently planned to run through December of this year
Through the insights gathered in the audit process, and the results we have to date from the paid media efforts, we know that LG&E and KU have an opportunity to utilize YouTube as a platform – providing current and potential customers with a meaningful, engaging experience.
Assignment Develop video concepts that illustrate “how-‐to” save energy and money at home. This video will eventually be a part of a series that will tie simple “how-‐to’s” to energy efficiency programs offered by LG&E (KU) with a CTA to put up to $1,700 back in your pocket. Seasonal messages are being considered for future video development and launches.
Advertising Objective Educate the audience with helpful tips on how to save energy and money at home, with the ultimate goal of driving program enrollment. Target Audience
● Demographics: Male/female 25+, homeowners and renters ● Geography: (primary) Louisville and Lexington, (secondary) Outlying areas ● Key Audience Insights:
○ “How-‐to” is one of the most popular search behaviors on YouTube ○ Research shows that an educated audience is a satisfied audience ○ Residential customers are motivated by the savings their neighbors are receiving
Single Sentence LG&E (KU) shows you how to save energy and money while you’re entertaining family and friends this holiday season. Support/Reasons to Believe
● Get ready for the holidays this year by knowing some tips that will help you save energy and money while entertaining family and friends. ● Don’t let the extra cooking and laundry drive up your energy costs—larger appliances such as washers, dryers, dishwashers, and
refrigerators are the most serious offenders when it comes to wasting energy. o Turn off the heat dry feature on your dishwasher and dry dishes with a family member. ○ To use less energy, wash your clothes in cold water and make sure to match up the water amount if your machine doesn’t
automatically do that. ○ Reduce your water heater temperature setting from 140 degrees to 120 degrees—it will save you money while keeping water
hot enough for showers and cleaning dishes. ○ Turn the thermostat down. Extra bodies in the house will provide extra warmth at no cost.
• Get festive with holiday decorations o Instead of regular incandescent lights, consider using LED lights, which use 90% less energy and last about ten times longer
(Source: energy.gov) o Installing a timer on your Christmas lights is a full proof way to conserve energy and save money.
● Everything you do adds up to savings. LG&E (KU) wants to help you save energy and money. Visit lge-‐ku.com/savingenergy to see all the programs that we offer that can put as much as $1,700 back in your pocket.
Kentucky Energy Cooperative
YouTube Channel
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Executional Considerations ● Use of seasonal imagery in the concept to play up the time of year this video will be running. ● Ideally, a series of three videos will be created in 2013. ● Explore incorporating the “DIY-‐er” angle into the “how-‐to” format to empower customers to take energy usage into their own hands. ● Consider the following executional styles/concepts:
○ Company spokesperson or “DIY expert” to humanize the company with a friendly face ○ Animation/infographics (perhaps compliment the existing DC video 65242) ○ “Make It Count in One” (things you can do in 60 seconds to make your home more energy efficient)
○ Examples – Timer on Christmas lights, flipping fan blades ● Video examples:
o http://www.youtube.com/watch?v=MeDvNXAJ7vY&list=PL34178EF40738CD31 o https://www.youtube.com/watch?v=yResrHBMgts o http://www.edmunds.com/mobile/featured.html o http://www.siemens.com/entry/cc/en/
Executional Mandatories
● It’s not preferable to move forward with a concept that will require a large financial investment for continued content development and production
● LG&E (KU) logo—single utility versions ● If using ENERGY STAR® stats, use “Source: energystar.gov” ● Avoid using “free”, “carbon footprint”, “grid” or “saving the planet” or referring to the “energy bill”
Tonality
● Upbeat, honest, friendly, motivational, helpful Specs
● Each video will have two versions – one :15 that can be used as a non-‐skippable YouTube ad to drive site traffic and one :60 video that will be optimized and live on the LG&E and KU YouTube channel to build awareness.
Budget ● Creative: $25,875 ● Production: $11,000-‐$22,500
*Working from a total budget of $48,378 per the Projections and Accruals
Barriers/Competition
○ Focus groups revealed that some customers are skeptical about why the utilities were offering EE programs. Some even worried if their energy bills went down overall that the utilities would use that as a reason to raise rates. A few other respondents did understand why LG&E and KU want to lower energy use.
Timeline 9/05 Brief and concepting estimate to client 9/09 Client approval on brief 9/10 Project kick off at agency 9/18 Internal review at agency 9/23 Present concepts to client (concept would apply to all videos in this series) 9/25 Client to select concept 9/26-‐10/3 Confirm production vendor 10/4 Script/storyboard to client (of HER video only) Wk of 10/7 Client feedback and revisions to script/storyboard (of HER video only) 10/16 Final client approval on script/storyboard 10/21-‐11/15 Production (production schedule to follow one concept is selected and vendor is confirmed) *** Detailed production timeline to follow once concept is selected and vendor is confirmed.
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