Lawnmower Exchange 2019 Proposal 1. The Problem 2. The Solution - - PowerPoint PPT Presentation
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.
Lawnmower Exchange 2019 Proposal
1.
The Problem
2.
The Solution
3.
Program Recommendations: ○ 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
One new gas mower pollutes as much in an hour as 11 new cars.
Electric mowers produce no on- site emissions. Swapping 1,000 mowers could reduce:
compounds
Estimate based on results of 2010 Clean Air Partners Great Maryland Lawn Mower Exchange
Host large-scale lawn mower exchange to swap gas for electric mowers.
Order Program
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.
Step 1
Apply and register
sign contract confirming intent to recycle working gas lawn mower, with all gas/oil removed; schedule approximate event arrival time).
Step 2
Arrive at event at scheduled time. Verify and drop off gas mower with on-site recycler
payment with
new electric mower.
Step 3
Optional partner opportunities:
equipment demos and discounts (leafblowers, chainsaws, string/hedge/edge trimmers, etc.)
additional initiatives or offer utility rebate processing
learn about other initiatives
Manufacturer Options:
Recycler Options:
Example Mowers MSRP Manufacturer Discount Cost to Consumer with $100 rebate EGO 56V 21-Inch Lithium Ion Mower $399.99 $360.78 $260.78 BLACK + DECKER CM1640 16” 40v Lithium Ion Cordless Mower $231.04 $204 $104 BLACK + DECKER CM2043C - 20” Cordless Mulching/Bagging Mower $299.99 $242 $142 BLACK + DECKER CM2060 - 20” Cordless Mulching/Bagging Mower $379.99 $320 $220
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) ○ 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)
Increase promotional potential with events in both Baltimore and DC. Leverage spring holidays for marketing hook (Earth Day, Mother’s Day, Father’s Day).
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.
Step 1
Choose from list of certified partner
mower to receive verification receipt.
Step 2
Email verification receipt to Clean Air Partners, and order directly from manufacturer via email/website.
Step 3
Receive electric mower via
costs at end of summer (option for consumers to apply for additional utility bill rebates)
from electric mowers (for traditional and social media distribution)
giveaways promoting event (explore chance to win partner retailer gift cards or seedlings & gardening kits)
Nextdoor community
partners, etc.
value
across earned, paid and social media
Item Estimated Cost Program Option 1
$180,000 Program Option 2
$230,000 Program Option 3 - Add On Only
$105,000
Host Launch Event(s)
Optional Mail Order Extension
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov.
Sponsor Commitments
Sponsor Commitments for Spring 2020