BACKGROUND
Vivint Solar is one of the biggest home solar companies in the country. The company wants to promote “net zero” homes, equipping solar panels to reduce or eliminate a home’s carbon footprint. Vivint Solar came to the BYU Adlab to acquire research regarding the older millennials’ mindset on solar energy, net zero homes, and the obstacles they must overcome in order to fully embrace these goals. The deliverables included in-depth primary and secondary research, as well as messaging suggestions.
RESEARCH
The team did an extensive review of pertinent databases for secondary research on the market mindset of our demographic, ultimately finding that the opinions on solar panels, net zero homes, and broader initiatives to reduce one’s carbon footprint were overwhelmingly positive; however, solar panel’s lack of affordability was a major deterrent for older millennials in fully embracing the mission of solar companies.
Our primary research consisted of holding in-depth interviews, leading focus groups, and conducting a national survey. The insights gained from these channels were able to lead us to our messaging ideas.
MESSAGING IDEAS
We suggested highlighting the concept of "living intelligently". When a consumer implements solar into their home, not only are they taking the steps to help the environment, but they are also saving money.
Live Smart. Live Safe. Live Well.
We ultimately landed on the above big idea. We thought messaging should include traditional media outlets (print, TV, radio) as well as more digitally-based media (social media and internet advertisements). With this mix of outlets, the brand could effectively reach both older and younger demographics.
We wanted the messaging to be as educational and informative as it was persuasive. The consumer should not just know about the benefits of reducing one’s carbon footprint, they should be motivated enough that they would take a step with their own home to do so.
MY ROLE
CLIENT LIAISON
Throughout the project I worked closely alongside the marketing team at Vivint Solar, gaining insight into their goals for this research campaign, as well as communicating progress and benchmarks with them in frequent in-person meetings and phone/email communication.
IN-DEPTH INTERVIEWS
I was charged with organizing all in-depth interviews that were conducted during the project and later compiled all relevant data for the presentation deck.
PRESENTATION DECK DESIGN
Once the research was compiled, the data was synthesized, and the messaging was finalized I was chosen to design the final presentation deck which was pitched to the client and later given as a takeaway. (examples of the presentation deck can be seen below)
