NWG has successfully risen to the challenge of renewable energy. Since 2003, it has chosen to operate in the photovoltaic industry but providing the most exclusive services. This philosophy has created its unusual service approach: take the customer by the hand from the first meeting and lead it safely into the world of clean energy.
NWG manufactures photovoltaic systems in Conto Energia for domestic users and companies. Its core business is currently in the 3kW-15kW system range, but the company has been recently focusing on large systems (more than 50kW) as well.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
NWG requires a storyboard for a corporate video that effectively communicates our company's differentiating features and our goal to promote photovoltaics in Italy
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
The main target are our current and future sales network, consumers interested in knowing more about the company, and any potential technical and financial partners
The sales network is composed of Energy Brokers, agents operating throughout the national territory.
Energy Brokers are the direct contact between the company and the end customer, constituting hence a key figure as the constant reference point for our customers.
NWG places the utmost attention to the systematic training of Energy Brokers, to ensure they acquire the technical and marketing skills the profession demands. Each Energy Broker follows a structured and comprehensive training process, as they must be reliable and prepared professionals.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
NWG wishes to inform the customer of the differential traits of its Total Service offering, its robustness:
Total Service provided by NWG, training meeting, feasibility visit, DIA administrative processes, custom design, installation, testing, monitoring 24x24, and post sales service for 20 years, including fault indication;
- Service facilities;
- Design and installation;
- Customer care;
- Banking assistance;
- Secure payment;
- Security with Energy Care;
- Reliability and technology;
- Extended presence in the country;
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
The company is highly result-oriented and regards customer satisfaction as a core element of its services. Our strengths are:
- ENERGY BROKER (sales agents)
- total service in photovoltaics
- custom design
- monitoring, post-sales support and service for 20 years
- continuous drive for improvement through constant benchmarking, quick update
- highly qualified technical staff for operations coordination
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
reliability, technology, utmost attention to customer needs, results oriented attitude, speed, dependability
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The video will be shown in Italy and throughout all NWG's national events, which always include the participation of famous guests. Furthermore, it will be used in briefings and for web training purposes.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
The video reference style is the "Mediolanum" style (see mediolanumchannel.tv)
You may find our website at http://www.nwgitalia.it
Additional notes:
In 2009, we have successfully installed more than 1000 systems, making us the first company in Italy by number of installed systems. NWG has already surpassed that record in the first half of 2010. Our goal is to promote photovoltaics and ensure that each customer, domestic or corporate, becomes an energy producer through its own photovoltaic system in Conto Energia.
Our current payoff,"tomorrow's energy today", should not be necessarily used, you may also create alternatives to introduce as the video ends.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
