1. Energy Reduction
Coalition
An advertising campaign
brought to you by Bright ADeas

2. Meet the Agency
Ashley Pendergast
Art Director
Emily Prog
Marketing Director
Keely O’Connor
Copy Editor
Weiyi Yin
Research Specialist
Ross McCormick
Account Planner
Jun Peng
Creative Director

3. Executive Summary
• ERC offers businesses opportunity to save
money on monthly energy bill with LED
conversion
• Campaign will showcase the benefits the
ERC offers their clients: saving them money
• Advertising, marketing, promotion and social
media

4. Client History
• Michigan non-profit organization
dedicated to LED conversion
• Established by Carl Walsh in 2012
• Dedicated to establishing a “win-
win” situation for both the individual
and the world

5. • Make the world a better place
• Replace current lighting with
LED
• Take on all the cost and risk
• Guarantees 20%+ reduction in
first energy bill
• No contract, no commitment
• Can stop service at any time
Service Description

6. The Situation
LED
Manufacturer
s
LED
Organization
s
Phillips
SHARP
GE
Lighting Understanding for a
More Efficient Nation (LUMEN)
The LED Company

7. Secondary Research

8. Primary Research

9. SWOT Analysis
Strengths
• Save clients 20-60%
• ERC takes on all risk, pays
all fees
• Credible business partners
• Benevolent purpose
Weaknesses
• New company
• Lack of LED knowledge
• Lack of trust– “too good
to be true”
Opportunities
• Few LED conversion
companies in market
• Open to all businesses
• Low awareness of LED
lighting
Threats
• Lack of brand awareness
• Skepticism among
prospective clients

10. Creative Brief
Problem
Objective
Positioning
Audience
Tone
Brand
Unawareness
Awareness and benefits
Win-win situation, saving clients money
Commercial businesses, municipalities
Polite and informative
Money-saving organization with a
trustworthy reputation

11. The Bright ADea
• Main benefit of the ERC needs to be
showcased
• The ERC will save your company money!
• Greater understanding of the ERC’s
services and benefits
• Simple and clear design

12. Digital
Outdoor
Print
Direct Mail
Radio
Television
The Campaign
Rebranding

13. Environment
Represent
Conservation
Rebranding

14. Brand Toolkit
Myriad
Minion

15. Website Redesign

16. Social Media

17. Outdoor

18. Outdoor

19. Print

20. Direct Mail

21. Merchandise

22. Brochure

23. Television
Video:
(MS) A new employee and
a boss walk into an office
with the lights turned off.
Video:
(DS) The new employee
and boss walk over to the
cubicles to meet the other
staff and the room is dark
Video:
Black background white
writing
Audio:
Boss: Welcome aboard,
Wilson!
Wilson: Thank you sir. I’d
shake your hand if I could
see it.
Audio:
Wilson: Why are the lights
off?
Boss: The energy bill was
too high.
New guy: Oh…
Audio:
None

24. TelevisionVideo:
(MS) Wilson meets a new
boss at a new office that
has great lighting. Wilson
shakes new boss’ hand.
Video:
(MS) Wilson walks into his
new bosses office with
him.
Video:
White background with the
rolling ticker seen in the
billboards company
information logo colors.
Audio:
Boss: Welcome aboard
Wilson!
Wilson: Thank you sir.
Audio:
Wilson: Wow this is nothing
like the last place I took a
job at, the guy was too broke
to turn on his lights.
Boss: Yea, I used to be
cheap until I switched to the
ERC.
Audio:
ANNCR: Save at least 20%
on your next energy bill.
Switch to LED, call the ERC.

25. Radio

26. Flight Plan
Year-round savings!

27. Thank You!
+ =
A win-win situation!