m Com Perceptions

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Index

Introduction 2

Work Plan 3

Situation analysis 7

Target Groups 8

Marketing goals 10

Marketing strategy11

Marketing mix13

- Product- Place- Price- Promotion

Creative Development 15

Budget18

Evaluation 19

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Introduction

The following marketing plan made by CREATEAM forms the basis for theintroduction of a campaign for the Solar Team Twente. In this plan we showyou we think the Solar Team should promote itself.

We will discuss the competitions of the Solar Team Twente and whichplatforms we use to make the Solar Team known by their target group. But itis also important know who the Solar Teams target group is and in what waywe can reach them.

Before you read the plan we hope that it is clear what to expect from ourplans and what you can expect from us.

Communication bureau CREATEAM

Michel ArkesDaniel CengizHedy MutterMaringe Pol

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Work PlanPerceptions

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1. Current Situation

The World Solar Challenge is a solar-powered car race which covers 3021 km (1,877miles) through the Australian Outback, from Darwin to Adelaide.

The race attracts teams from around the world, most of which are fielded by universities

or corporations although some are fielded by high schools. The race has a 20-year historyspanning nine races, with the inaugural event taking place in 1987.

The objective of this competition is to promote research on solar-powered cars. Teamsfrom universities and enterprises participate. In 2005, 22 teams from 11 countriesentered the primary race category.

2. Objectives

Our first intentions are to put together effective media tools that will best serve thecommunication process and shape individual perceptions within defined target

groups. The project is for an international public.

The project will be done in English and Dutch so it will have as one of the objectivesthe strengthening of your English language skills.

The Media Tools to be used are those acquired thus far in your study.

3. Target group

Students (16- 30 years)

Companies in Twente

4. Method of working

To create a successful campaign we will start making a marketing communicationplan. In this plan we will describe our target groups, the media we are going touse and in what way. It will also be a manual in our campaign. It will be a guidethrough the process of this campaign.

Our format will be like Wieis de mol?. A race between ten people who will gothrough challenges during the World Solar Race. It takes place in Australia the

place where the World Solar Challenge takes place.

This all happens during the World Solar Challenge and the winner of the programand the winner at home who can compete with all the viewers of the program willwin a prize.

Together with this program we will create a website for hints and chit chat aboutthe game.

We will also use the radio for hints about the game, and we will use SMS servicefor the game.

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We are going to create Boomerang cards to promote the World Solar Challengeand Solar Team. These cards will be spread in schools, libraries, cafs etc.

For the campaign we are going to make a promotion movie. We will use thematerials of last years challenge but make it our own with effects and editing.

5. Project organization

Tasks and responsibility

Project members Function

Daniel Cengiz Project leader/Editing/PlanMichel Arkes Website/CommercialMaringe Pol Art Department/Promotion materialsHedy Mutter Editing/Creative Director/Format

6. Timetable

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Month Activity Deadline

December2008

Making Work Plan Dividing roles

Watching DVD

Contacting former members and currentmembers of the Solar Team

Making MC-plan

Week 1Week 2Week4Week6

Week 6 - 12

January 2009 Making commercial

Finishing Format

Create Boomerang cards

Preparing the Pitch

Week 11Week11Week11Week13

February 2009 Preparing the Pitch Week13


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MarketingCommunication Plan

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1. Situation analysis

For the tenth time in history, Australia will hold the World Solar Challenge.The challenge will be held 18 till 25 October 2009, with the event travellingfrom Darwin to Adelaide.

The World Solar Challenge is a solar-powered car race which covers 3021 km(1,877 miles) through the Australian Outback, from Darwin to Adelaide.

The race attracts teams from around the world, most of which are fielded byuniversities or corporations although some are fielded by high schools. Therace has a 20-year history spanning nine races, with the inaugural eventtaking place in 1987.

Solar Team TwenteThe Solar Team Twente is going to compete this year again in the World

Solar Challenge, in the hope winning it for the first time. But to go toAustralia and to make the team known in the Netherlands you got to have aplan. So that is why they hired us to make that plan.

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2. Target Groups

The Solar Team Twente is aiming for a target group which is within their ownenvironment. They want to get familiar within Twente and then aiming for thewhole country.

We have chosen two target groups:

Students (16- 30 years)

Because the Solar Team is existing of students, they want to interest otherstudents of all the things the Solar Team does. But not only high educatedstudents, also students who are in college or in their last years of high school.This way people will get a better idea of what the Solar Team does and that isnot all about physics and science but also very fun.

The high school students are also important because they have to make adecision what they want to study or which way they will go. Using the SolarTeam to make them interested in professions who are needed for the SolarTeam. Professions in marketing, ICT, building engineering, science andphysics.

Students are also a walking commercial. They are young like to try newthings and are adventurous. Students also respects each others opinions sothey will listen to advice giving by another student. If a student tells you hehas seen a great movie then he will definitely tell all his friends. And they willforward it to their friends etc. They spread their news through internet and

phone. Programs like Hyves, MSN, Facebook are very popular and are use bya lot of students and could be of use when you want people to know you.

Companies in Twente

Another reason they want to connect with students, is to let them stay in theregion and not move to the west. That is why their other target group iscompanies in Twente.Companies in Twente will also benefit from the Solar Team because theydont have to get people from other places but find them here. This way the

region Twente will be more popular for students and the working people. Thiswill prevent the region Twente from a brain drain.

But another good reason to reach companies is actually to get them sponsoryou so that you can use the money to create bigger marketing campaignswhich will lead to a better reputation and other companies might follow andget more interested in the Solar Team and the Solar Challenge.

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To get a good picture of the different possibilities and threats of the SolarTeam we shouldnt forget the macro and environmental factors that have abig influence on the market. They can also disturb the market, so it isimportant to make them known and to research them. We described four ofthem:

Economic factors:Because of the crisis companies are reserved to be a sponsor to a certainevent. In this time with the recession it is hard to find companies which willinvest. But there are possibilities for companies. Investing in the Solar Teamcan also provide you with international publicity. This can open doors for thecompanies to work together or to get assignments from abroad. Thisautomatically will lead into getting more funds which can be used for otherpurposes of the company.

Political and judicial factors:In this branch the political and judicial factors are important. The Solar Team

are creating a car and they should bear in mind that they use products,chemicals and other stuff which is legal in Australia and the Netherlands.Besides the use of the equipment they should also know the laws of Australiawhen going there. Some things which are tolerated in the Netherlands couldbe illegal in Australia.

Social and cultural factorsThe Solar Challenge will be held in Australia. So there is a cultural differencewhich the Solar Team has to deal with. Because this isnt the first time theSolar Team has participated they know how to handle this and know to beaware of certain cultural or social factors.

Demographic factors:The Solar Teams main focus is the region Twente in the east of theNetherlands. They want to be known in the region before going to the wholecountry. But they way they should communicate in the east shouldnt be thesame as in the west because there are some differences in the way toapproach people from different parts of Holland.

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3. Marketing goals

What do we want to achieve? Who are our target groups? In what time?These are the main questions we are going to ask ourselves. In theory thereare four marketing target groups.

- the buyers- the influencers- the deciders- the users

There are four marketing target groups. But we are going to focus ourselveson the marketing communication target groups. So we dont have to use allfour target groups. In this case we can assume that the users are also thedeciders and the buyers. Our focus are the influencers. Because the SolarTeam needs people who can influence other people. Students are easy to

influence, because they get influenced by other students. But the main focusshould be companies. If they can persuade other companies or big people toinvest in the Solar Team they will get a bigger name and the Solar will beknown by more and more people. On the other hand it will also be good forthe companies to get good trainees or employees in the area.

What do we want to achieve ?We want the Solar Team to be known by most of the students and that morepeople will adopt a cell. The goal is to sell 1000 solar cells. To achieve thatwe should let people know more about solar cells and the way it works. Soyou should inform people about the solar cells and the Solar Team. You have

to get people interested in the Solar Team and what the benefit is of the solarcells. They should get a positive attitude towards the solar cell and the SolarTeam.

Who is our target group?Students (16- 30 years) and Companies in the region Twente are our maintarget groups.

In what time?The selling of solar cells has already begun last year. This year the reputationof the Solar Team should improve. More people should know about the Solar

Team. And this should begin within the first 4 weeks before the start of thechallenge. With a short campaign we want to get people excited about theSolar Team and their race in Australia. Overall the campaign should not lastlonger than 2 months. Otherwise people lose the interest and forget thatthere is a challenge.

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4.Marketing strategy

Positioning is the position of a brand in comparison to other brands in theperception of the consumer. The strategy is important to know whichmessage we pass on and which target group. To know where the Solar Team

stands we made a SWOT analysis. Besides the SWOT analysis, we are alsogoing to have a look who the competitors are of the Solar Team Twente.

SOLAR TEAM TWENTESWOT analysis

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STRENGTHS- Patented lens system- Good Team spirit- Knowhow- Technology- Experience- Flipping wing- Multidisciplinary

WEAKNESSES- Unknown by the public- No big sponsor- Focus on small region

OPPORTUNITIES- Good media strategy- Regional TV- HighSchools/Colleges/University- Adopt a Cell- Support by the University- Global Warming hype- Durable energy

THREATS- Big competition from Delft- Insufficient funds- No support- Focus on small region- No marketing/PR department


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Competition

If we look at our competition you can see there arent a lot competitors in theNetherlands. There is only one: the by the Nuon Solar Team of Delft. Thereare a lot competitors in other countries in the world. Our main focus is the

competition in the Netherlands, because the Solar Team Twente has to showthat they are the better team and of course because Delft was the winner ofthe last World Solar Challenge in 2007. So here is a short description ofNuna5 the car developed by the Nuon Solar Team of Delft.

The Nuon Solar Team is the big rival of the Solar Team Twente. They won lastyear and are eager to win it again. We will describe what the strengths andweaknesses are of this team.

As you can see the weaknesses of the Nuon Solar Team are few. The mainreason why they do so well and why they get a lot air time and publicity isbecause of their marketing department. Funded by Nuon. Nuon is a Dutchutility company that produces, sells and delivers electricity, gas, heat andadditional services. The company is active in the Netherlands, Belgium andGermany and has more than 2.7 million customers.

Which a company like Nuon behind you, there is no worry about funds andsupport. But it is not only the funds that makes this team that good. Theyhave good students working in the team and the University of Delft is one ofthe best universities of The Netherlands. So it is not a big shame to losethem.

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STRENGTHS- Knowhow- Support by Nuon- Own Marketing department- Enough funds- Technology- Experience

- Location/Region of wherabouts- Website

WEAKNESSES- Pressure- Self complacency


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5. Marketing mix

The marketing mix exist of four marketing instruments. We call them the fourPs. These are:

- The Product

-The Price

- The Place ( Location)- The Promotion

We will discuss these instruments per instrument.

ProductIn this case the product is the solar car. A solar car is an electric vehiclepowered by a type of renewable energy, by solar energy obtained from solarpanels on the surface of the vehicle. Photovoltaic (PV) cells convert the Sun'senergy directly into electrical energy.

You can assume that the car is made from special materials who arent verycheap. But you know it is a quality product. And the Solar Team Twente has apatent on a special lens system which can, through sunlight concentration,double the effectiveness of the underlying sun cells. This technique isprotected for the upcoming three years.

PriceThe Solar Team is not a commercial business but they need funds to builttheir car and to do their work. The car parts are not that cheap and you needmoney for all the traveling and PR products you use. The Solar Team has a

project where they earn money with. The project is called: Adopt a Cell. For25 euros you can buy a solar cell. So they have an income. But it is notsufficient.

PlaceThe Solar Team Twente is located in Twente. The members of their teams arenot all from Twente but from different cities in the Netherlands. The reasonwhy they are all from difference places is because they study here a theUniversity of Twente. So during their study they found out about the SolarTeam and joined together to work on this. So all of the work they do is donein Twente and the people they want to reach at first are the inhabitants ofTwente.

PromotionTo promote the Solar Team we are going to use different channels andplatforms to promote them.

Here are a couple of options to promote the Solar Team during their stay inAustralia:

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- Spreading posters and flyers in Twente to let the people know thatthere is a team from Twente competing in Australia. This way you willget a lot of support and make people known about the Solar Team. Thisway people maybe want to buy a solar cell. Dutch people are

chauvinistic so they will always support their country. In this case thepeople from Twente will support the Solar Team Twente.- With our format The Mole we are going to let the people know about

the Solar Team through television, radio, internet and telephone. Thisway people will know the team and see what they are going throughand get a bond with them.

- We are going to use Boomerang cards to promote the team and theWorld Solar Challenge. With these cards we can reach Students andHigh Schools seniors.

- With the commercial we want to persuade people to go to our websiteand learn more from the Solar Team and the World Solar Challenge and

the program the Solar Mole. You can use the commercial also forcompanies. They will see that people will watch the program and it is agood way to get known because there are options to sponsor the team.When they sponsor the team they will wear t-shirts with their companyname on it.

- With a brochure you can let people know who the Solar Team is and letthem know how to Adopt a Cell and of course give them info about theWorld Solar Challenge.

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6.Creative development

For this campaign we created four products which we think is the best way topromote the Solar Team Twente and the World Solar Challenge. But not allformats are used for all target groups. With the attached documents you can

see the promotion materials we want to use.

First target group: Students (16- 30 years)

Format: The Solar MoleWith our format The Mole we are going to let the people know about theSolar Team through television, radio, internet and telephone. This waypeople will know the team and see what they are going through and get abond with them.

Students are nowadays always in touch with different types of

communications. They communicate in all the possible ways. They are thegeneration multitasking. They can work behind the computer andsimultaneously use their phone or watch TV. Because our format is crossmedial, we find the format a perfect way to reach the target group. They willfollow all the happenings with their phone (together with a sms subscription).They listen to the radio for hints and they watch the program on TV to seewhat is happening. And for all the conspiracies and clues they will look at ourwebsite. And because they can win a prize they will use all methods.

CommercialWith the commercial we want to persuade people to go to our website and

learn more from the Solar Team and the World Solar Challenge and theprogram the Solar Mole.

Boomerang cardsWe are going to use Boomerang cards to promote the team and the WorldSolar Challenge. With these cards we can reach Students and High Schoolsseniors.

Boomerang cards are available at colleges, universities and high schools.Students can get them in the cafeteria, lobby, school library and hallways. Sothis way it is easy to reach them. Boomerang cards always have a humoristic

point of view on certain happenings so students will notice it. They can alsouse it to send a friend a card or to put it on their agendas. You can use thecards the way you want it.

WebsiteThe website is based on the format we use, but it is also about the SolarTeam and the World Solar Challenge. People can look for information on theplace where the World Solar Challenge is held and who the Solar Team is.

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The Website is made for Students. It is easy to navigate. You can watchvideos listen to hints and see pictures. There is also a message board wherepeople can talk about the program or about something else. It is also a placeto meet new people, who have similar interests.

Second target group: Companies in Twente

Format: The Solar MoleWith our format The Mole we are going to let the people know about theSolar Team through television, radio, internet and telephone. This waypeople will know the team and see what they are going through and get abond with them.

For Companies this is the way to let people to known them. Companies canget their names or brands on the t-shirts. When people watch the show they

can see the name and maybe do business with them. Because working withthe Solar Teams can be a good thing. People will associate you beingenvironmentally friendly and that you support solar energy, which is good forthe environment. And that will give the company a good reputation. Not onlyfor other companies but also for people who want to work for them. Studentswho need a traineeship. They wont go for the bigger money in the west butstay here in Twente and make Twente a place where people want to work.The more knowhow here the better for the companies.

CommercialWith the commercial we want to persuade people to go to our website and

learn more from the Solar Team and the World Solar Challenge and theprogram the Solar Mole. You can use the commercial for companies. They willsee that people will watch the program and it is a good way to get knownbecause there are options to sponsor the team. When they sponsor the teamthey will wear t-shirts with their company name on it.

BrochureWith a brochure you can let people know who the Solar Team is and let themknow how to Adopt a Cell and of course give them info about the World SolarChallenge.

Brochures may advertise locations, events, hotels, products, services, etc.They are usually succinct in language and eye-catching in design. Tradeshows are common ways to distribute brochures to introduce a product orservice. And a lot of companies go to trade shows. So using the brochure is agood way to inform them about the Solar Team and the Solar Challenge.

Targetgroup

Format Time of use Message

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Students

The Solar Mole 1 day per week( 10 weeks forthe whole show)

Inform about theshow/challenge/team

Boomerang cards Every two weeksnews cards.

Trigger to letpeople know

more about theWorld SolarChallenge andSolar Team

Website Daily updated Inform about theshow/challenge/team

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Targetgroup

Format Time of use Message

Companies

The Solar Mole 1 day per week( 10 weeks for

the whole show)

Inform about theshow/challenge/t

eam andopportunitiesCommercial One time per

companyInform about theshow and PRopportunities

Brochure Daily updated Inform about theSolar TeamTwente andAdopt a Cell

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7.Budget

The following chapter is about the costs. Because we are going to usematerials to print our brochures, boomerang cards, posters and flyers. Butalso to give an indication about the costs to promote in magazines, papers

and TV.

Boomerang cards:Circulation 120.000 pieces Production 3.480

Media 10.320

Brochures (http://www.printrepublic.nl)250 pieces 179,00

Posters (http://www.printrepublic.nl)100 pieces 59,20

Flyers (http://www.printrepublic.nl)1000 pieces (A6) 124,00

Newspapers (http://www.printrepublic.nl)5.000 pieces 1.387,00

Promotion package (http://www.printrepublic.nl) 189,00

- 250 A2 posters- 5.000 A6 Flyers

Commercial 7.495 ( at 7.495 )Local and regional tv (http://www.fourcorners.nl/)

Total 23.233,20

These costs are indications. It depends at which company you will print yourproducts. All prints are full color. We choose to work withhttp://www.printrepublic.nl but it is up to the Solar Team which whom theywant to work with.

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8. Evaluation

After the campaign it is important to evaluate all the things you have doneduring the campaign. Which things worked? Which things were good andwhere can we improve?

To evaluate the process it is good to do a research among groups who areconnected to the Solar Team. Another reason an evaluation is needed isbecause the new team has to know what went well and what went wrong.

The following groups are important in the evaluation:

Solar TeamThe Solar Team is directly involved and they can see what went wrong andwhich things went good. It is important to know what the opinion is of theSolar Team. They are the head of the Team. The first thing after the

campaign and after the World Solar Challenge is to evaluate with the SolarTeam. They can see if the platforms they used are effective and the way theypromoted themselves has gone the way they want.

StudentsThe Solar Team can do a survey amongst students to see what they think ofthe Solar Team. With the outcome they can improve their strategy and comeup with new ideas.

CompaniesThe Solar Team can do a survey amongst companies to see what they think

of the Solar Team. With the outcome they can improve their strategy andcome up with new ideas. With this information they can look for other bigsponsors and other companies for their new campaign.

With all the surveys and other information received during and after theevaluation, the Solar Team can put this all in a plan for the new team.

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