ACEN RES

Digital Brief
OBJECTIVES:
PRIMARY SECONDARY

Drive Sales Qualified Leads

Generate awareness about Increase engagement on
(SQL) from online channels
ACEN RES, its products Facebook where other
(Meta, LinkedIn, Google
and services. RESes are active
Search, GDN, e-mail)

Consumer education about GEOP and renewable energy in the Philippines.

CURRENT GEOP MARKET:

205
Only 2% (205 customers)* Existing GEOP
of those qualified for GEOP Customers
participated in the program.
*based on IEMOP data

8,715
GEOP-qualified
end-users yet to
make the switch
TARGET PERSONAS:

Business Owner, CEO, President Operations, Facilities, Engineering Admin or Procurement Officer
Mostly male, 40-60 years old, Manager Mostly female, 30-45 years old.
married, and is President/CEO
Mostly male, 35-50 years old. Also often a long-time employee
of his business. Filipino
Often a long-time employee. who has risen from the ranks
or Fil-Chinese.
 TARGET MARKET:

Small and Medium Enterprises qualified to

DOE's Green Energy Option Program (GEOP)

With a GEOP notice in the bill

100 kW - 499 kW average monthly
demand or with an average monthly bill
of PhP 300k to PhP 4M
Areas: Luzon and Visayas*

Have adopted or intend to adopt

Sustainability and RE into their business
*GEOP for Mindanao will be launched soon as per ERC. Good to keep industry associations here in view in case we want to pre-sell.
TARGET INDUSTRIES:

Office buildings
Residential/Mixed-use condominiums Excludes:
Schools (Primary and Secondary) Malls
Universities Supermarkets within NCR
Supermarkets (Stand-alone) Steel
Agriculture (Feeds, Poultry Dressing Plants) Any business whose consumption
Flour/Rice Mills is heavy between 6pm and 10pm
Steel Plants
Manufacturing (Plastic, Paper, Automotive
Parts, etc)
Cold Storage
 CHALLENGE:

Setting up ads on social media is limiting due to the parameters available on the platforms. For example,
we can only target based on demographics, interests, and job positions, but it's not as specific as we would
have wanted to ensure that we are targeting the right people and being efficient with our buys.

Given the current scenario, we are facing the following challenges:

1. On which platform are the target personas present? How do we ensure that we reach out to them
efficiently using the correct channel?
2. What type of messaging will resonate the best among the three personas? How do we bucket them -
geographical, persona, industry?
3. We are currently building our first-party data but we only have their company name based on their
electric bill (which could be outdated) and the city they're in. How can we grow this database?
KEY ASK FROM AGENCY:

Strategy and Recommendations

Any available tool that will help us find out where the target personas are?
A communication strategy that will encourage target personas to reach out to us to learn
more about ACEN RES
After learning where they're present in digitally and defining the communication strategy,
what will be the rollout plan for media?

Costing and Timeline