Lawnmower Exchange 2019 Proposal
1. The Problem 2. The Solution 3. Program Recommendations: Agenda: ○ Option 1: Trade-in Event ○ Option 2: Two Trade-in Events ○ Option 3: Summer Extension Program with Mail-Order Option 4. Marketing 5. ROI/Pricing 6. Timeline
THE PROBLEM One new gas mower pollutes as much in = an hour as 11 new cars.
THE SOLUTION Electric mowers produce no on- site emissions. Swapping 1,000 mowers could reduce: ● 37.5 tons of carbon dioxide = ● .12 tons of nitrogen oxide ● 2.8 tons of volatile organic compounds Estimate based on results of 2010 Clean Air Partners Great Maryland Lawn Mower Exchange
THE SOLUTION IN ACTION Host large-scale lawn mower exchange to swap gas for electric mowers.
PROGRAM RECOMMENDATIONS - Regional Trade-in Event - Multiple Trade-in Events - Summer Extension – Mail Order Program
Option 1: TRADE-IN EVENT w/ MULTIPLE MANUFACTURERS Generate excitement for campaign and provide opportunity for community building, education and engagement. Provide ease of access to participants by creating “one-stop shop” for entire process in either DC or Baltimore area. Offer more choice for consumers with two manufacturer options at low and high price points.
Trade-in Event: How it works Step 3 Step 1 Optional partner opportunities: Step 2 • Additional electric-powered Apply and register Arrive at event at equipment demos and discounts online (verify residency; (leafblowers, chainsaws, scheduled time. Verify sign contract confirming string/hedge/edge trimmers, and drop off gas mower intent to recycle working etc.) with on-site recycler • gas lawn mower, with Pepco info table to market partner. Process additional initiatives or offer all gas/oil removed; payment with utility rebate processing schedule approximate manufacturer. Pick up • Clean Air Partners info table to event arrival time). new electric mower. learn about other initiatives
Manufacturer Options: ● EGO Regional ● BLACK+DECKER Partners Recycler Options: ● Maryland Recycle Co., ● Staiman Recycling ● Department of Public Works
Estimated Mower Costs Example Mowers MSRP Manufacturer Cost to Discount Consumer with $100 rebate EGO 56V 21-Inch Lithium Ion $399.99 $360.78 $260.78 Mower BLACK + DECKER CM1640 16” $231.04 $204 $104 40v Lithium Ion Cordless Mower BLACK + DECKER CM2043C - $299.99 $242 $142 20” Cordless Mulching/Bagging Mower BLACK + DECKER CM2060 - 20” $379.99 $320 $220 Cordless Mulching/Bagging Mower
Target high-priority non-attainment areas and leverage existing partner relationships to secure donated parking lot venue(s). ○ Maryland Department of the Environment (1800 Washington Blvd, Baltimore) Location Options ○ Maryland Department of Transportation (7201 Corporate Center Drive, Hanover) ○ VA Department of Transportation (2430 Pine Forest Dr, Colonial Heights) ○ RFK Stadium (2400 E Capitol St SE, Washington, DC) ○ Audi Field (136 N St SE, Washington, DC)
Option 2: 2 TRADE-IN EVENTS w/ MULTIPLE MANUFACTURERS Increase promotional potential with events in both Baltimore and DC. Leverage spring holidays for marketing hook (Earth Day, Mother’s Day, Father’s Day).
Option 3: MAIL-ORDER EXTENSION Add summer extension program option with a consumer-driven process for direct-to-manufacturer mail orders through BLACK + DECKER. Offers flexibility for consumers unable to attend an event and provides ability to continue promotion in the months following the event. **Please note - this is not a stand alone option.
Mail Order Option: How it works Step 1 Step 2 Step 3 Choose from list of Email verification receipt Receive electric mower via certified partner to Clean Air Partners, mail. Manufacturer to bill rebate recyclers. Drop off gas and order directly from costs at end of summer (option mower to receive manufacturer via for consumers to apply for verification receipt. email/website. additional utility bill rebates)
Marketing/Promotions • Develop and launch website registration linked to Clean Air Partners • Create infographics and/or video to communicate environmental impact of gas mowers and savings from electric mowers (for traditional and social media distribution) • Launch social media sweepstakes & influencer campaign: • Increase visibility for event and Sponsor social media channels • Partner with area outdoor/DIY/parenting/family bloggers and social media influencers to post giveaways promoting event (explore chance to win partner retailer gift cards or seedlings & gardening kits) • Promote Facebook event page through sponsored and partnership posts as well as through Nextdoor community • Distribute marketing materials (postcards, mailers, emails) to existing lists, through utility bills, partners, etc. • Execute traditional media outreach and secure calendar listings in print/online/radio/TV outlets • Additional paid media/media partnerships -TBD
Estimated ● Estimated $500,000 in PR value ROI ● 13 million impressions across earned, paid and social media
Program Pricing Item Estimated Cost Program Option 1 $180,000 • 1 event • 750 mowers • $100 rebate/mower Program Option 2 $230,000 • 2 events • 1,000 mowers (500 per event) • $100 rebate/mower Program Option 3 - Add On Only $105,000 • Mail order throughout entire region • 500 additional mowers • $100 rebate/mower
Timeline Host Launch Event(s) Sponsor Commitments ● Baltimore and/or DC ● ● April/May 2019 Confirm by Nov. 15, 2018 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov. Optional Mail Order Extension ● Location: Greater MD/DC/VA region ● April/May/June 2019 Sponsor Commitments for Spring 2020 ● Confirm by Nov. 2019
THANK YOU. Questions?
Recommend
More recommend
