Don't Get Left in The Dark

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Dont Get Left In The Dark

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DONT GET LEF
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IN THE
December 2014
Black
Label
PR
Black
Label
PR
Black Label PR
The People
Brought together by a client challenge in their PR Campaigns class at Kent State University,
Sydney Baltrusaitis, Meghan Caprez, Justin Sheil, and Alex Cihlar founded Black Label PR.
From left to right, Sydney Baltrusaitis, Meghan Caprez, Justin Sheil, and Alex Cihlar.
Sydney Baltrusaitis
Agent of Research
Justin Sheil
Agent of Accounts
Meghan Caprez
Agent of Design and Edits
Alex Cihlar
Agent of Budgets
The name
After getting to know one another, the agents realized

they werent run-of-the-mill PR pros; they approached
problems with abundant poise and sharp wit. An ordinary
name was out of the question.
Black Label - traditionally used to describe fashion
designers best collections, Scotch whisky, and kickass Canadian beer - seemed like the perfect phrase to
describe a sophisticated, fierce strategic public relations
agency.
Black Label is A state of

mindculminating in a state
of enlightenment through
the work of individuals and
of the brand.
- Urban Dictionary
Black
Label
PR
TABLE of contents
Campaign Summary
Executive Summary.................................................................................................................1
Situation Analysis.....................................................................................................................2
The Problem.............................................................................................................................4
The Goal...................................................................................................................................4
The Objectives.........................................................................................................................5
The Audiences..........................................................................................................................5
The Messages..........................................................................................................................6
The Theme...............................................................................................................................7
The Strategies..........................................................................................................................7
The Tactics...............................................................................................................................7
The Evaluation.......................................................................................................................20
The Timeline...........................................................................................................................22
The Budget.............................................................................................................................24
Communication Elements......................................................................................................27
The Research.........................................................................................................................41
Appendix
Focus Group Discussion Guide............................................................................................. A1

Focus Group Participation Waivers....................................................................................... A3
Interview Questions............................................................................................................... A7
Online Survey Questions....................................................................................................... A8
Thoughtful Nesters Tactic Test Online Survey Questions...................................................... A9
Practical Novices Tactic Test Online Survey Questions...................................................... A10
Black
Label
PR
Executive summary
GE Lighting, a division of General Electric, has been a leader in the lighting industry for
more than 100 years. Founded by Thomas Edison in 1876, GE has become a leader in
lighting innovation. Providing indoor, outdoor, and motor vehicle lighting for consumers, the
company is looking to further market its LED products.
In 2007, the United States government passed the Energy Independence and Security Act,
which banned the manufacturing of incandescent light bulbs over the past three years. This
legislation prompted the biggest shift in the history of the lighting industry: a shift toward
more energy-efficient lighting options. Because of this shift, GE Lighting is now focusing on
LED technology.
GE Lighting challenged Black Label PR to better engage more consumers in LED
lighting technology. In order to meet the challenge, Black Label PR conducted primary and
secondary research to better understand the climate of the lighting industry, consumer
knowledge of LED light bulbs, and best practices in communication channels used to
promote commodity products.
First, Black Label PR analyzed GE Lightings communication tools and compared them to
those of its competitors. This allowed the agency to determine best practices in reaching
key publics that could be used to create a strategic communication plan. Next, the agency
hosted a focus group, interviewed 15 consumers, and distributed an online survey to
determine reachable key audiences and gain insight into their light bulb buying habits.
Using this research, Black Label PR created a two-year strategic communication plan to
educate key publics, to position GE Lighting as an expert in the lighting industry, and to
motivate online influencers to recommend GE LED products.
Black
Label
PR
Situation analysis
Client Overview
Founded in 1876, General Electric has been a leader in the lighting industry for more
than 100 years. The companys lighting division, GE Lighting, is headquartered in historic
Nela Park in East Cleveland, Ohio. This division serves both consumer and commercial
audiences, and Black Label PR has been challenged to better engage more consumers in
LED lighting technology.
Key Publics Overview
Black Label PR focused its research on Practical Novices, Thoughtful Nesters,

and Pragmatic Boomers, per GE Lighting Communications Lead Megan Lavelles
recommendation. According to client-provided materials, key audiences are defined as
follows: Thoughtful Nesters are 35-44 year-old females that live a thrifty lifestyle with a low
income, Practical Novices are 25-34 year-old males that have an average income, and
Pragmatic Boomers are 45-54 year-old males and females that have an average income.
After conducting a focus group, interviews, and
an online survey, Black Label PR found Pragmatic
Boomers would not be an effective key audience
to target because they are inclined to purchase the
lowest-price light bulb option, regardless of brand.
Additionally, in interviews, Thoughtful Nesters
said they were likely to look to Pinterest for DIY
inspiration, indicating a need to target influencers
on Pinterest and the bloggers whose blogs the
pins originate. Social Media Marketing Specialist
Sarah Bickerton said GE Lighting launched a
successful blogger outreach campaign in the past,
demonstrating potential for replication in the future.
In follow-up online surveys, both Thoughtful Nesters
and Practical Novices said they receive their news
from top-tier publications such as The New York
Times, Wall Street Journal, Forbes, Washington Post,
and USA Today. If an organization is featured in these
publications, consumers perceive it as more credible.
25%
of online survey participants

said they dont even know
what kind of bulb they buy
70%
of online survey participants

said price and wattage
are most important when
purchasing a light bulb
of Practical
Novices
interviewed are
interested in the
technology aspect of lighting
80%
4/5
Thoughtful Nesters use Pinterest for home

improvement inspiration
Black
Label
PR
Consumer segment social media communication
According to Marketing Charts, individuals aged 30-49 make up 24 percent of Pinterests

users. Additionally, women are four times more likely to use Pinterest than their male
counterparts. A 2012 Mashable article also said that 66 percent of users follow and repin
from companies, inspiring 70 percent of users to buy certain products. Seventy-six percent
of Facebook users are women, too, and Bickerton said the most engaged users on the
GE Lighting Facebook page are 35-44-year old men and women.
Because of these statistics, Facebook and Pinterest would be good
tools to use to reach Thoughtful Nesters.
GE Lighting is beginning to incorporate humor into its integrated
marketing communication efforts with the new Jeff Goldblum GE
Link advertisement, which has received more than 1.2 million views
on YouTube. Its competitor Cree currently uses humor in its The
Enlightenment Room advertisements, earning the company more
than 400,000 views per video on YouTube. According to a study by
Comedy Central, humor is the best way to capture male audience
attention, meaning GE Lighting could use this strategy to reach
Practical Novices.
Facebook posts that perform the best on both GE Lighting and
its competitors accounts are quick, fun facts and an image, as
indicated by a higher number of likes, shares, and comments than
other types of posts. Additionally, YouTube posts that employ humor
or animation with voiceovers are most successful. No company has
created both humorous and animated videos, though; GE Lighting
and its competitors have only chosen one of those kinds.
Finally, according to GE Lighting Social Media Marketing Specialist
Sarah Bickerton, GE Lighting recently conducted a successful
blogging campaign, reaching out to more than 2,000 bloggers.
This campaign resulted in a plethora of posts about GE reveal,
educating consumers about the light bulbs.
Black
Label
PR
Consumer Education
After completing five interviews with each audience (Practical Novices, Thoughtful Nesters,
and Pragmatic Boomers), Black Label PR found that consumers are not educated about
LED technology. While they know LED bulbs are supposed to last longer, they believe the
bulbs are overpriced and produce an undesirable color. Secondary research shows some of
the biggest misconceptions about LED light bulbs include quality of light, sustainability, and
bulb price. This indicates that misconceptions about
LED bulbs are still prevalent among these audiences,
and consumers are unable to make informed purchase
decisions because they are not aware of the benefits
of LED light bulbs, leading them to buy the low-price
I stay away from LED
option.
Additionally, interview, focus group, and online survey
results show that consumers are uneducated about
the lighting industry in general. More than half of the
participants in Black Label PRs online survey were
unaware that incandescent bulbs were no longer being
produced. Around 27 percent of survey participants
were also unsure about which type of bulb they
purchase: CFL, halogen, or LED.
because I dont like

the bluish color of the
light. - Michelle
Soulliere
The Problem
Through its primary and secondary research, Black Label PR found consumers are
uneducated about the quality of light LED technology provides. Consumers are less likely
to invest in GE LED light bulbs because they are afraid of making a high-price purchase
decision for a product with which they have limited experience.
The goal
Build relationships and change key publics perceptions about LED technology to assist with
the adoption of GE light bulbs.
Black
Label
PR
The objectives
To increase awareness of the benefits of GE LED light bulbs by 5 percent1
among key publics in two years.
To position GE Lighting as an LED technology expert in the lighting industry by
receiving placement in five top-tier news outlets2 in two years.
To motivate 500 influential bloggers and Pinterest pinners3 to virtually show GE
LED technology to their followers in two years.
The Audiences
Primary
Influential Pinterest Pinners
Influencers are defined as Pinterest pinners who have more than 10,000 followers. Targeted
pinners will be those who maintain interior design, DIY, or home improvement Pinterest
boards.
Influential Bloggers
Technology bloggers and DIY, home improvement bloggers who have more than 10,000
followers are defined as influential.
Thoughtful Nesters
Thoughtful Nesters are defined in client-provided materials as 35-44 year-old females who
live a thrifty, yet comfortable lifestyle with a low income, have an emotional approach to
lighting, with an average willingness to spend money on bulbs, and are moderately satisfied
with their experience with LED technology. These females live in either the U.S. or Canada.
1
Haagen-Dazs launched a successful two-year consumer education communications plan called Haagen-Dazs
loves Honey Bees, winning an Effie Award in 2009. One objective of the campaign was to increase awareness by 4 percent;
the organization surpassed this objective, earning a 7 percent increase. Because of data obtained from this case study, Black
Label PR believes a 5 percent increase in awareness is feasible. (http://limeshot.com/2010/haagen-dazs-loves-honey-beestitanium-silver-lion-cannes-2009)
2
Top-tier news outlets include The New York Times, Washington Post, Huffington Post, USA Today, Wall Street Journal,
Forbes, Associated Press, CNET, CNN, MSNBC, FOX News, and ABC World News. These top outlets were determined by a
2006 list of newspapers with the highest circulation in the United States (http://www.refdesk.com/top100pap.html). Top-tier
outlets also include those GE Lighting Communications Lead Megan Lavelle identified as having strong relationships with
and those GE Lighting is working on building stronger relationships with.
3
Influential bloggers and Pinterest pinners are defined as having more than 10,000 followers. If this objective is
met, it will reach approximately five million people.
Black
Label
PR
Practical Novices
Practical Novices are defined in client-provided materials as 25-34 year-old males who are
starting to build their lives with an average income, have an average emotional approach to
lighting, an average willingness to spend money on bulbs, and moderate satisfaction with
their LED technology experience. These males live in either the U.S. or Canada.
Secondary
Media
The following represent the types of journalists Black Label PR will be contacting:
Technology reporters at tier-one media outlets: The New York Times, Washington Post,
Huffington Post, USA Today, Wall Street Journal, Forbes, Associated Press, CNET,
CNN, MSNBC, FOX News, and ABC World News. These top outlets were determined
by a 2006 list of newspapers with the highest circulation in the United States.1 Top-tier
outlets also include those GE Lighting Communications Lead Megan Lavelle identified
as having strong relationships with and those GE Lighting is working on building
stronger relationships with.
Magazine journalists and editors at home improvement and home living magazines,
including O Magazine, Martha Stewart Living, Better Homes and Gardens, The Family
Handyman, This Old House, and Elle Decor.
Community reporters in target cities, including Seattle, Sacramento, Atlanta, New York,
Houston, Dallas, and Chicago. GE Lighting has identifies these as the best-performing
markets for GE LED products in Home Depot store locations.
The Messages
Dont get left in the dark; LED light bulbs are the future.
Change your lighting and transform your home with GE LED light bulbs.
Trust GE Lighting to teach you about LED technology; we are the experts.
http://www.refdesk.com/top100pap.html
Black
Label
PR
The theme
The Black Label PR campaign is named Dont Get Left In the Dark because its agents
will show consumers that GE LED products are the future of home lighting. By encouraging
consumers to not to get left in the dark, GE Lighting positions its LED products as trendy
and cutting edge, inferring that those who do not adapt it will be left behind in both
technology and home improvement.
The Strategies
1. Educate key publics of the benefits of LED light bulbs through owned and shared media.
2. Engage Practical Novices on YouTube and Twitter using a humorous tone in multimedia
elements.
3. Engage Thoughtful Nesters on Facebook and Pinterest.
4. Build meaningful relationships with tier-one publication journalists, bloggers and social
media influencers to position LED lighting as an invaluable design component of a home
by utilizing online and in-person communication.
5. Provide opportunities for key publics to interact directly with the GE LED products using
guerilla tactics.
The Tactics
Brand Ambassador
Create a humorous brand ambassador to represent GE Lighting on social and mainstream

media. The brand ambassador, similar to Progressives Flo and VWs Sluggy Patterson,
will be introduced through a series of informational and humorous, 30-60 second YouTube
videos, which will be placed on the GE Lighting consumer website and YouTube channel.
Each of the videos will include the campaigns title and key message: Dont Get Left In
the Dark. Black Label PR will also create a Twitter account to represent the ambassadors
personality, which will be maintained by Black Label PR agents.
Black
Label
PR
Rationale
The ambassador will be male in order to resonate with male

Practical Novices. Recent brand ambassador campaigns
for example, those from Old Spice, Dollar Shave Club,
and Movember that have successfully resonated with
male audiences have each used a male brand ambassador,
according to the Ignite social media agency.1
Black Label PR chose to create a humorous personality for
the brand ambassador because GE Lighting is currently
using humor in its most recent Jeff Goldblum Link paid
advertisements. Also, according to a Journal of Marketing
study, humorous advertising is more likely to secure
audience attention, increase memorability, overcome sales
resistance, and enhance message persuasiveness.2
A Comedy Central study results showed that humorous
promotional videos are most relevant to young men,
according to a New York Times article.3 Humorous videos
and tweets will capture the attention of the male Practical
Novices audience.
Brand ambassadors can help develop a stronger brand
voice. In the case of Progressive Insurance, Flo gained
more likes on Facebook, followers on Twitter and views on
YouTube than the company pages.4
The brand ambassador will be present throughout the entire
campaign. The first year will establish the persona, and the
second year will further engage key publics.
Black Label PR tested this tactic with the Practical Novices
audience. In an online survey, one hundred percent of
participants said they enjoy commercials that feature a
humorous brand ambassador. Additionally, 40 percent of
participants said they were more likely to buy products if they think its commercials are humorous.
1
2
3
4
http://www.ignitesocialmedia.com/social-media-examples/social-media-campaigns-targeting-men/
http://www.inc.com/guides/2010/12/how-to-use-humor-in-advertising.html
http://www.nytimes.com/2012/02/20/business/media/comedy-central-survey-says-young-men-see-humor-as-essential.html?_r=0
http://contently.com/strategist/2012/03/26/flo-progressive-girl-social-media/
Black
Label
PR
Infographic Series
Develop a series of 12 infographics illustrating

the benefits of LED light bulbs, including
sustainability, cost efficiency, and color stability.
Each infographic will include the Dont get left in
the dark slogan. The infographics will be featured
on the GE Lighting consumer website, and they
will also be distributed on Facebook and Pinterest,
allowing GE Lighting followers to become better
educated about LED technology. GE Lighting
will also share the infographics in its consumer
e-newsletter.
Rationale
According to HubSpot, infographics are an

effective tool for educating publics because the
brain processes visuals much more quickly than
text, and 40 [percent] of people will respond
better to visual information than plain text.
Additionally, people remember 80 percent of what
they see and only 20 percent of what they read.1
By creating infographics, GE Lighting will be using
one of the most effective visual tools to educate its
consumers, specifically Thoughtful Nesters.
Brittany Berger, digital content supervisor at
eZanga.com said infographics could be tricky to post on Facebook because the site will
only display a 404 x 404 pixel image, cutting off parts of the infographic.2 If the infographic
is designed so the top portion can be cropped into an enticing image, however, GE Lighting
could link to the full infographic, driving consumers to the website.
According to KISSmetrics, infographics do well on Pinterest.3 Berger agreed, saying
infographics are hugely popular and long images tend to perform well.
1
2
3
http://blog.hubspot.com/marketing/effectiveness-infographics
http://www.brittanyberger.com/2013/10/23/best-practices-for-sharing-infographics/
https://blog.kissmetrics.com/share-on-social-media/
Black
Label
PR
The 12 infographics will be developed and distributed every month for the first year of the
campaign. The first year of the campaign will be used primarily to educate key publics before
inciting them to change their behavior and purchase GE LED products. The infographics
will be used to educate consumers (especially Thoughtful Nesters because they are being
distributed on the two social media sites the women use most), and therefore will be most
effective in the first year.
Black Label PR recommends all 12 infographics be tested with key publics before they are
released to determine the effectiveness of the educational elements.
Animated Video Series
Create five animated videos with voiceovers to educate audiences about LED lighting. Black
Label PR will add the Dont get left in the dark slogan at the end of each video, just before
the GE logo. These videos will be posted to the GE Lighting consumer website and the GE
Lighting YouTube account. Once on YouTube, the videos will be added to a separate playlist
called Dont Get Left In the Dark to be shared on Facebook and Pinterest.
Topics these videos will cover include:
1. Why light bulbs with fewer watts mean more energy savings for your home
2. What kind of products last as long as a GE LED light bulb
3. How changes in the lighting industry can make your home brighter for the holidays
4. How light affects productivity in the home
5. How light changes the mood and design of a home
Rationale
After researching GE Lighting and its competitors best practices on YouTube, Black
Label PR determined one format of the highest-performing videos is animated videos
with voiceovers. Using this style, a Sylvania video measuring the differences between
incandescent, halogen, CFL, and LED bulbs received nearly 90,000 views, and a Philips
video explaining the hue tap app received nearly 20,000. Because these videos perform so
well, GE Lighting should create videos like this as well to capitalize on the trend.
According to SocialTimes, annotations help increase views on other channel videos by
linking to them directly inside a video itself, not just in its description.1 Annotations can
also encourage viewers to comment or subscribe to the GE Lighting channel, increasing
engagement.
http://socialtimes.com/youtube-annotations_b21935
10
Black
Label
PR
Dont Get Left In the Dark Collaborative Pinterest Board
Create a Dont Get Left In the Dark Pinterest board on the GE Lighting account. This board
will combine LED technology facts and DIY home lighting inspiration. Black Label PR will
invite 100 influential pinners to contribute to the board on behalf of GE Lighting. A new group
of 100 pinners will be added every six months, and pinners from the previous six months
will be removed. These pinners will not be compensated for their efforts. However, they
would be willing to participate in order to gain new followers brought to the board by other
contributors and the GE Lighting brand.
A targeted list of influential pinners will be established in the first month of the campaign.
The following are 10 examples of influential DIY, interior design, and lighting pinners for the
first group of 100 guest pinners, as determined by interior designer Carla Aston, Popsugars
Sarah Pipoff, and Pinterest1:
Jessica Lea Dunn: 1,851,753 followers
Sherry @ Young House Love: 1,148,082 followers
Handmade Charlotte: 712,445 followers
Pam OConnell: 590,315 followers
Brit Morin: 332,120 followers
Elsie Larson of A Beautiful Mess: 152,173 followers
Emily Henderson: 100,977 followers
Holly Phillips @ The English Room: 91,161 followers
Matteo Nativo: 63,115 followers
Mark D Sikes: 41,005 followers
These pinners each have more than 10,000 followers, the criteria for influential pinners.
The pinners must sign a contract with GE Lighting to ensure they are following the
companys legal guidelines. The contract must be drawn up by GE Lighting lawyers and
must be returned to GE Lighting one month before pinners are given access to pin to the
Dont Get Left In the Dark board.
According to GE Lighting Social Media Marketing Specialist Sarah Bickerton, GE Lighting
pinning guidelines state that the pins must come directly from the source of the content; no
repins are allowed. Pinners must comply with these guidelines, or their permission to pin will
be revoked.
1
http://www.popsugar.com/smart-living/Best-DIY-Boards-Pinterest-26558933
http://carlaaston.com/designed/must-follow-interior-design-pinners-on-pinterest-2014
http://www.pinterest.com/search/boards/?q=light%20design&term_meta[]=light|typed&term_meta[]=design|typed
11
Black
Label
PR
Should pinners begin sharing pins that are not germane to the
boards topics, they will receive one email warning from Black
Label PR on behalf of GE Lighting. If they continue to pin
irrelevant pins, their permission to pin to the Dont Get Left In
The Dark board will be revoked.
Rationale
By inviting guest pinners, GE Lighting will not only receive

exposure to its own followers on Pinterest but also to the
followers of all of its guest pinners. These guest pinners will
feel like they are important to the GE brand, making them
more likely to purchase GE LED light bulbs and encourage
their followers to do the same.
Determined in Black Label PRs primary research,
Thoughtful Nesters are most likely to look to Pinterest for
inspiration in home improvement and DIY projects. Not only
will this tactic serve as a method to motivate influencers
to recommend GE LED products, it will also increase
Thoughtful Nesters awareness of the benefits of GE LED
light bulbs.
Pinners will be educating consumers about LED technology
and its benefits in home dcor by pinning articles and blog
posts about these subjects, so this tactic will take place
throughout the entire campaign. These pins will also provide a vehicle to drive Thoughtful
Nesters to purchase GE LED products.
Black Label PR tested this tactic with Thoughtful Nesters, and a majority of respondents
said they would follow a Pinterest board like this as long as it had DIY home improvement
projects and home decor ideas.
12
Black
Label
PR
Pin to Win Contest
Implement a Pin to Win contest where consumers are encouraged to create a board of LED
light design inspiration. Entrants must title the board Dont Get Left In The Dark in order
to qualify as an entry. The most creative board, judged by influential home improvement
blogger Sarah Fogle, wins a GE Link. Fogle will also receive a GE Link for her efforts.
Rationale
Secondary research shows Pinterest is an engaging

platform for consumers. Pinterest inspires 70 percent of
users on what to buy in the future. Secondary research
also suggests Pinterest would be a successful medium to
target Thoughtful Nesters because women are four times
more likely to use Pinterest than men. In the past, GE has
successfully connected with consumers with the launch
of their Hey Girl Pinterest board, attracting more than
10,000 followers.
Research suggests GE Lighting could utilize Pinterest to
host a Pin to Win contest. Thoughtful Nesters are turning
to Pinterest to gain inspiration for DIY projects, making
Pinterest a successful to meet the campaigns second
objective.
Fogle was selected as the judge of the contest because
she is a blogger and influential Pinterest user with more
than 3,500,000 followers.
The contest will be hosted in the second year of the
campaign so Thoughtful Nesters have time to apply
knowledge they gained from the first year through the
brand ambassador, infographics, animated video series,
and Dont Get Left In the Dark Pinterest board.
Black Label PR tested this tactic with Thoughtful Nesters,
and 70 percent of online survey participants expressed
interest in taking part in a Pin to Win contest.
13
Black
Label
PR
Facebook Post Series
Create a series of posts on Facebook to invite consumers to share their home lighting
designs. These posts will allow for greater Thoughtful Nester engagement and interaction
between GE Lighting and its consumers. A call to action will be included in each post to
motivate followers to share images of their lighting designs in the comments below the post.
This series of posts allow for interaction among other GE Lighting consumers, and also
serves as a way for GE to listen to consumer opinions as well as note product use in homes.
Rationale
Secondary research shows Thoughtful Nesters have a lower income and are aware of their
lighting options. The research also notes Thoughtful Nesters as being aware that lighting
alters the mood in a room. Thoughtful Nesters are likely to tackle DIY projects in order to
save money, and they often share their successes on Facebook.
Kay Jewelers creates similar posts, asking consumers to Display Your Kay. These posts
often receive around 25 comments where women post photos of their jewelry. These posts
encourage consumers to engage with each other and with the brand.
When tested, 50 percent of Thoughtful Nesters who participated in an online survey said
they are somewhat likely to add their own image to a brands Facebook post.
DIY Home Improvement Blogger Contest
Select 20 DIY home improvement blogs to invite to compete in a Dont Get Left In the Dark
blog post competition.
Bloggers will be sent an email invitation asking them to join GE Lightings Dont Get Left In the
Dark blog competition. After bloggers accept the invitation, GE Lighting will send each blogger
a $40 voucher for GE LED products. This voucher will allow bloggers to pick up GE LED bulbs
for themselves and for their readers to use as giveaways.1 A list of contest guidelines and topic
suggestions will be sent to each blogger with the voucher. Bloggers will be required to sign a
contract stating that they must notify GE Lighting if, for some reason, they receive a damaged
or defective LED bulb. They will agree not to post about the bulb, giving GE Lighting the
opportunity to send them a replacement before they blog about the product.
Bloggers will be given a month to complete their GE LED posts. Blog readers and followers
will be invited to vote for their favorite LED blog post on the GE Lighting website. In order to
vote, blog followers must submit their email addresses. The blogger that receives the most
votes will have his or her home outfitted with GE LED Link bulbs.
1
GE Lighting Communications Lead Megan Lavelle said this is what GE Lighting has successfully used as incentive in prior blogger campaigns.
14
Black
Label
PR
The following are the first 20 blogs Black Label PR will reach out to for this contest:
The Ugly Duckling - http://www.uglyducklinghouse.com/about/
Charles and Huson - http://charlesandhudson.com/advertising/
Ask the Builder - http://www.askthebuilder.com/about/
Remodelaholic - http://www.remodelaholic.com/about-us/
Young House Love - http://www.younghouselove.com/photo-gallery-2/about-2/theyoung-house-love-disclaimer/
Pretty Handy Girl - http://www.prettyhandygirl.com/disclosure/
Building Moxie - http://www.buildingmoxie.com/
Living Vintage - http://livingvintageco.com/
Saw Dust Girl - http://sawdustgirl.com/advertisingpr/
Dans-le Townhouse - http://dans-le-townhouse.blogspot.com/p/about.html
The Kitchen Designer - http://www.thekitchendesigner.org/contact/
Inhabitat - http://inhabitat.com/contact/
The Tiny Professional - http://www.thetinyprofessional.com/about/
Vintage Revivals - http://www.vintagerevivals.com/about
Its Great to be Home - http://itsgreattobehome.net/
Green Living Ideas - http://greenlivingideas.com/contact-us/
The Happy Home - http://www.thehappyhomeblog.com/
Funky Junk Interiors - http://www.funkyjunkinteriors.net/2012/11/frequently-askedquestions-from-pallets.html
The Art of Doing Stuff - http://www.theartofdoingstuff.com/about/
Handy Guys Podcast - http://www.handyguyspodcast.com/pitch/
Black Label PR selected these 20 DIY home improvement bloggers by cross-referencing
a best-of list developed by Totally Home Improvement1 and each individual bloggers
policy about accepting products from companies, reviewing products, and participating in
competitions. Bloggers were also chosen based on the amount of followers they had and
demographics of their readers, specifically targeting Thoughtful Nesters.
Rationale
According to GE Lighting Social Media Marketing Specialist Sarah Bickerton, GE Lighting

recently conducted a successful blogging campaign, reaching out to more than 2,000
bloggers, indicating a contest of this size is feasible. This campaign resulted in a plethora of
posts about GE reveal, educating consumers about the light bulbs.
www.totallyhomeimprovement.com/home-improvement-blogs
15
Black
Label
PR
The contest will be launched in April of the first year of the campaign. This will allow for
sufficient time to contact the bloggers, process their contracts, and send them LED light
bulbs. It is positioned early in the campaign because it will serve as a third-party education
element; Thoughtful Nesters who follow these 20 bloggers will be exposed to the benefits of
GE LED light bulbs in a home improvement lighting design capacity.
Mobile Application
Update the GE Lighting MoodCam mobile application, renaming it Illumigram. The updated
app will allow consumers to take photos of rooms in their homes and apply filters that
simulate GE LED light bulb color and brightness varieties, similar to the current application.
If users like the result of the filter created by the product, they will be able to purchase it
directly in the app. Additionally, a share function on the application will allow users to share
their creations to Facebook, Twitter, and Pinterest.
To promote the revamp of the application, Black Label PR will create a teaser video to be
posted to YouTube and shared across
all other GE Lighting social platforms.
Additionally, Black Label PR will
send email pitches to 50 influential
technology bloggers. In these emails,
agents will give the bloggers access
to the beta version of the mobile
application before it goes live to the
public.
Illumigram
CAMERA INTERFACE
Black Label PR has identified five

potential influential bloggers who could
be targeted for this email pitch:
Michael Arrington, blogger for
Techcrunch: http://techcrunch.com/
Mike Masnick, blogger for
TechDirt: https://www.techdirt.com/
Larry Dignan, blogger for ZDNet:
www.zdnet.com
Vindu Goel, blogger for The
Business of Technology: http://bits.
blogs.nytimes.com/
Horace Dediu, blogger for Asymco:
http://www.asymco.com/
SELFIE
Use this button to switch
back and forth between
your phones front-facing
camera.
Flash
Use this button to turn on
your phones flash when
taking a picture.
Upload
Press here if you would
rather upload an existing
photo from your phones
camera roll.
Snap
Press here to take a picture with GE Illumigram!
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Black Label PR identified these technology bloggers by referencing Top 10 tech blog lists
from Inside Tech and AskMen.1
Then, Black Label PR will craft and distribute press releases about the relaunch of the
mobile application, targeting technology reporters at tier-one media outlets.
The following are examples of journalists, columnists, and editors Black Label PR would
send press releases to:
Evelyn M. Rusli, technology reporter for the Wall Street Journal
Geoffrey Fowler, personal technology columnist for the Wall Street Journal
Devin Coldewey, contributor to NBC News Tech
Rheanna Murray, digital reporter for ABC News
Amit Chowdhry, contributor to Forbes
Finally, Black Label PR will continue to promote Illumigram by pitching the app to popular
home improvement magazines. Agents have identified several opportunities to pitch based
on available content calendars:
Martha Stewart Living: September - The Home Issue
Better Homes and Gardens: October - Autumn + Innovation: The BHG Innovation Home
The Family Handyman: May - 100 Things Every Homeowner Must Know
This Old House: January/February - Creative Ways to Save OR September - The Color
Issue, plus Smart Home Special
Elle Decor: September - Whats Modern Now
Rationale
Illumigram is designed to provide consumers with the ability to simulate how GE LED
lighting products can improve the appearance of their homes. Data from Telemetrics
indicates there is an increase in consumers using mobile applications as a necessary part
of purchase decisions.2 An updated application will allow GE Lighting to reach consumers
through a medium that has grown to be influential in informing purchase decisions.
Primary and secondary research indicates consumers misconceive LED technology quality
of light, sustainability, and bulb price. Illumigram will help better educate consumers about
LED technology, which will aid in disproving these misconceptions.
The application will relaunch in January of the second year of the campaign. This leaves
ample time to revamp MoodCam, and it capitalizes on the fact that more light bulbs are sold
during the winter months, according to GE Lighting Communications Lead Megan Lavelle.
1
http://insidetech.monster.com/benefits/articles/8537-10-best-tech-blogs
http://www.askmen.com/top_10/dating/top-10-tech-bloggers.html
2
http://www.telmetrics.com/2014/06/xad-and-telmetrics-release-3rd-annual-u-s-mobile-path-to-purchase-study-revealing-mobiledominance-in-consumers%E2%80%99-purchase-decisions/
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GE Lighting will give technology bloggers the exclusive beta version of the application in
November of the first year of the campaign, leaving two months for them to create posts
about the app before it relaunches. One hundred percent of Practical Novices surveyed
said they read technology blogs, and 40 percent said they are likely to download a mobile
application if a blogger recommended it.
In order to position itself as an expert in LED technology, GE Lighting needs credible thirdparty affirmation. One hundred percent of Practical Novices
surveyed said they look for news from top-tier media outlets.
Furthermore, 100 percent of participants said that when
a top-tier media outlet features a brand in an article, they
perceive that brand as more credible. By receiving media
placement in tier-one publications, GE Lighting will become
more credible as an expert about LED technology.
While the technology side of LED lighting and the mobile
application appeals to Practical Novices, this application
also appeals to Thoughtful Nesters because of its home
improvement capabilities. One-fourth of Thoughtful
Nesters who participated in an online survey said they
would download a mobile application that would help them
redecorate their homes, indicating that Illumigram would be
successful among this audience.
Photo Booth Event
Black Label PR will host pop-up Dont Get Left In the Dark
photo booths, utilizing technology found in Illumigram to
change the lighting in their photos, in the seven cities GE
Lighting identified as the best-performing markets for GE LED
products in Home Depot store locations. These cities include
Seattle, Sacramento, Atlanta, New York, Houston, Dallas,
and Chicago. Participants must submit their email addresses
and sign a photo release form to receive both a digital and
print copy of their picture that features the GE logo and the
mobile application name: Illumigram. The email participants
receive will not only include the digital copy of their photo but
also educational materials about LED technology. This may
include the infographics or videos created in the first year of
the campaign.
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To promote the pop-up photo booths, Black Label PR will pitch stories to local reporters in the
seven cities where they will be. A press release will be sent to tease the event, then a release
and photos will be sent post mortem.
The following are community, business, and consumer journalists, columnists, and editors to
whom Black Label PR would send press releases. These releases are exclusive invites to the
surprise events; other journalists will not know about the photo booth events until they occur.
Jon Talton, The Seattle Times technology columnist
Meg Coyle, NBC KING5 general assignment reporter
Joyce Terhaar, The Sacramento Bee editor and senior vice president
Tom Duhain, KCRA3 general assignment reporter
Christian Boone, Atlanta Journal-Constitution local news reporter
Jim Strickland, WSB-TV 2 Atlanta consumer investigator
Heather Moore, The New York Times community editor
Lynda Baquero, NBC 4 NY consumer reporter
Allan Turner, Houston Chronicle senior general assignments reporter
Emily Akin, FOX 26 Houston consumer reporter
Bob Mung, The Dallas Morning News editor
Ron Corning, WFAA 8 Dallas general assignment and weekend reporter
Melissa Harris, Chicago Tribune business columnist
Dorothy Tucker, CBS Chicago consumer reporter
Rationale
Primary and secondary research indicated consumers are uneducated about LED
technology. The photo booths will be an interesting and engaging way to capture their
attention and establish a contact point with Practical Novices and Thoughtful Nesters.
The booths will appear in June of the campaigns second year. By this time, Practical
Novices and Thoughtful Nesters will have been exposed to both the educational information
about GE LED technology and to Illumigram. The time frame is ideal for Thoughtful Nesters
with children because the kids will be out of school and able to participate in the photo
booths. This also allows for warmer weather in northern states.
Fifty percent of Thoughtful Nesters who participated in an online survey said they were likely to
participate in a free photo booth, indicating this tactic will be well received by the audience.
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The Evaluation
Objective 1
Black Label PR must conduct a benchmark survey on behalf of GE Lighting to determine

how knowledgeable Practical Novices and Thoughtful Nesters who use the website, read the
e-newsletter, watch the YouTube videos, and follow Facebook and Pinterest are about the
benefits of LED technology. After the campaign, the agents will conduct a follow-up survey to
determine whether campaign tactics have been effective in increasing consumer awareness.
According to the campaigns objectives, an ideal two-year increase in awareness of the
benefits of GE LED products would be approximately 10 percent.
To determine the number of consumers reached, Black Label PR will record website
analytics of how many consumers clicked to view any Dont Get Left In the Dark elements.
Additionally, Black Label PR will use Facebooks reach measurement to record the reach
of each post to the social media site. Using the Tailwind Pinterest analytics tool, Black
Label PR will be able to identify the number of Thoughtful Nesters the board has reached,
measure the number of consumers converted through Pinterest, and determine the boards
return on investment.
Finally, GE Lighting will count the number of consumers who receive the e-newsletter and
determine the open rate to see how many consumers were exposed to Dont Get Left In the
Dark elements.
Objective 2
Objective two states media outreach is successful if five tier-one publications mention GE
Lighting. Black Label PR will monitor these news outlets with the GE Lighting Radian6
tool, specifically filtering the search to GE LED products and the GE Lighting mobile app,
Illumigram. Black Label PR will also monitor competitor mentions in tier-one publications.
GE Lighting must receive more mentions than its competitors in tier-one publications for this
objective to be successful.
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Objective 3
Black Label PR will monitor the blogs of those its agents reach out to throughout the
campaign, including both technology blogs and home improvement, DIY blogs. If a blogger
mentions GE LED technology in a post, he or she will be counted as one of the 500
influencers needed to make this objective successful. Similarly, Black Label PR will use
the Tailwind tool to monitor the 400 influential pinners who will contribute to the Dont Get
Left In the Dark board on Pinterest. Using the tool, agents can assess which pinners are
contributing most to the boards success and identify which pinners post content related to
GE LED products. Again, those who do post this kind of content will be counted as part of
the 500 influencers needed for success.
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Year 1
The Timeline
Year 1
1
Blogger Contest
Participants will be
sought out in February
and March. The contest
will occur in April and
results will be announced in May.
2
3
4

Educational animated
videos about LED lighting will be released in
April, July, and October
in the first year.
Brand Ambassador
The brand ambassador
will be introduced in
March through YouTube videos and social
media. Videos will be
released every other
month after the debut. A
Twitter account representing the ambassadors personality will
be maintained continuously.
Technology bloggers will

be sent the beta version
of the app for review
purposes in November.
Teasers for the app
begin in December.
A Pinterest board on the

GE Lighting account. A
targeted list of 100 pinners will be assembled
in January. Pinners will
be contacted in February and the board will
launch in March.
Infographic Series
One infographic will be

posted on GE social
channels per month.
5
6
7
Mobile App Development

Development for the
mobile app will occur
throughout the entirety
of first year of the plan.
8
9
10
Mobile App Media Push
Dont Get Left in The Dark
11
12
A new group of 100 pinners will be added every

six months. The pinners
from the previous six
months will be removed.
Mobile APp Promotional Video

Production on a video
promoting the mobile
app will begin in November.
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Year 2
Year 2
Mobile APP PROMOtional VIDEO

Mobile App Media Push
The media relations
effort for the mobile app
continues to coincide
with the apps release in
January.
Mobile APP Launch
2
The final two educational animated videos will
be released in January
and March of the second year.
Brand Ambassador
Videos promoting the
brand ambassador will
continue to be released
every other month. The
Twitter account will be
continuously updated
throughout the second
year.
Facebook Post Series

A series of posts inviting
consumers to share
their home lighting designs will take place between May and August
of the second year.
The promotional video

for the mobile app will
be released in January
to coincide with the
apps release.
3
4
5
6
7
The mobile app will be

released in January.
Continuous updates and
maintenance will occur
throughout the second
year.

Pin TO WIN COnTEST

Contest preparation will
take place in April. The
actual contest will run
throughout May.
Photo Booth Event

A series of pop-up photo
booth events will take
place in five major U.S.
cities throughout the
month of June.
8
9
10

11
12
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The Budget
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Communication Elements
Infographics
Target Audience

Thoughtful Nesters
Element Objective

To better educate Thoughtful Nesters about the sustainability benefits of GE LED light bulbs.
Campaign Objective

To increase awareness of the benefits of GE LED light bulbs by 5 percent among key
publics in two years.
Campaign Strategies

Educate key publics of the benefits of LED light bulbs through owned and shared media.
Engage Thoughtful Nesters on Facebook and Pinterest.
Communication Channels

Pinterest
Facebook
GE Lighting e-newsletter
GE Lighting website
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Brand Ambassador Teaser Video

Target Audience

Practical Novices
Element Objective

To introduce key publics to the GE Lighting brand ambassador.
Campaign Objective

Campaign Strategies

Engage Practical Novices on YouTube and Twitter using a humorous tone in multimedia
elements.
Communication Channel

YouTube
Facebook
Twitter
GE Lighting website
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Storyboard
1
Camera pans up in slow

motion while dramatic
orchestration plays in the
background.
Ambassador holds up GE
LED bulb, looks at it and
smirks.

background.
Dont Get Left In the Dark

logo flashes on screen while
ambassador holds lit light bulb.
Screen goes dark.
7
GE logo flashes on screen.

background.
8
Screen fades to black.
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Brand Ambassador Tweets

Target Audience

Practical Novices
Element Objective

To secure audience attention with Practical Novices on Twitter using a humorous tone in
a series of tweets.
Campaign Objective

Campaign Strategies

Engage Practical Novices on YouTube and Twitter using a humorous tone in multimedia
elements.

Twitter
Someone told me theyre going to miss

incandescent bulbs...I guess Ill miss spending
more to light my house, too. Wait, no I wont.
Watt the hell is wrong with you?! Look at lumens

when shopping for LEDs, not watts!
Some people are still buying new light bulbs every

year. #ButThatsNoneOfMyBusiness
Set the mood before bringing a girl back to your

place. Ladies love mood. #GELink
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Dont Get Left In the Dark Collaborative Pinterest Board Pin Examples
Gatekeeper Audience

Pinners who maintain interior design, DIY,

or home improvement Pinterest boards.
Gatekeeper Element Objectives

To engage 400 influential Pinterest

pinners by asking them to contribute to a
collaborative Dont Get Left In the Dark
Pinterest board.
To encourage influential pinners to
recommend GE LED products to their
followers on Pinterest.
Gatekeeper Campaign Objectives

To motivate 500 influential bloggers and

Pinterest pinners to virtually show GE LED
technology to their followers in two years.
Gatekeeper Campaign Strategy

Build meaningful relationships with

tier-one publication journalists, bloggers
and social media influencers to position
LED lighting as an invaluable design
component of a home by utilizing online
and in-person communication.
Target Audience

Thoughtful Nesters
Target Audience Element Objective

To educate key publics about the

benefits of LED lighting both in terms
of home light design and economically
efficient lighting options.
Target Audience Campaign Objective

To increase awareness of the benefits of

GE LED light bulbs by 5 percent among
key publics in two years.
Target Audience Campaign Strategies

Educate key publics of the benefits of

LED light bulbs through owned and
shared media.
Engage Thoughtful Nesters on Facebook
and Pinterest.
Target Audience Communication

Channel

Pinterest
Gatekeeper Communication Channel

Email pitch
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Facebook Post Series Examples

Target Audience

Thoughtful Nesters
Element Objective

To engage Thoughtful Nesters on Facebook by inviting consumers to share photos of

their home lighting designs.
Campaign Objective

Campaign Strategies

Engage Thoughtful Nesters on Facebook and Pinterest.

Facebook
#DidYouKnow you can transform a room

with a simple switch to LED? Share a
photo of YOUR home where light is truly
transformational!
Youve worked hard to make your home

comfortable for your family. Show it off!
Share a pic in the comments.
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Have you tried a DIY lighting project

with LEDs? Share a photo with us in
the comments below.
Hey DIYers! Wed love to see some of

your home lighting designs. Share in
the comments below.
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Illumigram Mobile Application

Target Audiences

Practical Novices
Thoughtful Nesters
Lighting Styles
Get The Look
Element Objectives

To inform key publics of the different

ways in which GE LED lighting can
transform the look of their homes by
allowing them to simulate different filters
that represent varying lighting moods.
To provide key publics with specific
GE LED lighting products that allow
them to achieve desired lighting moods
within the mobile application.
To allow key publics to share their
creations from the mobile application
on other social channels.
Campaign Objectives

To increase awareness of the benefits

of GE LED light bulbs by 5 percent
among key publics in two years.
Campaign Strategies


shared media.

The mobile application will function

as a communication channel in itself
because it will provide information
COZY
Creative
Motivated
Intimate
about LED technology and specific
GE LED products. The application
will also allow users to share their creations on other social channels.
Peaceful
Dramatic
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Mobile Application Press Release

Gatekeeper Audiences

Influential technology bloggers

Technology reporters at tier-one media outlets
Journalists and editors at home
improvement magazines
Gatekeeper Element Objectives

To create new and maintain existing

relationships with technology bloggers by
giving them exclusive access to new GE
Lighting technology, resulting in greater
exposure for Illumigram.
relationships with journalists at tierone media outlets, resulting in media
coverage about the launch of Illumigram.
relationships with magazine journalists,
resulting in media coverage about
Illumigram, even after the initial launch of
the app.

Target Audiences

To position GE Lighting as an LED

technology expert in the lighting industry
by receiving placement in five top-tier
news outlets in two years.
To motivate 500 influential bloggers and
Pinterest pinners to virtually show GE LED
technology to their followers in two years.


Practical Novices
Thoughtful Nesters
Target Audiences Element Objectives

To increase target audiences awareness

about the Illumigram mobile application.
To motivate target audiences to download
the Illumigram mobile application.
Target Audiences Campaign Objectives


Target Audiences Campaign Strategy

Gatekeeper Campaign Objectives

News releases

shared media.
Target Audience Communication

Channels

Posts on technology blogs

Stories in national newspapers and on
newspaper websites
Stories broadcast on national television
news stations and on station websites
Features in home improvement
magazines
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MEDIA CONTACTS
Megan Lavelle
(216) 266-9702
megan.lavelle@ge.com
Meghan Caprez
(330) 801-7083
meghan.caprez@blacklabelpr.com
FOR IMMEDIATE RELEASE
GE LAUNCHES MOBILE APP TO AID CONSUMER LIGHT DESIGN

CLEVELAND, Ohio (Jan. 4, 2016) Consumers can download a free mobile application,
Illumigram, to see the effects GE LED light bulbs would have in their living environments.
Developed by GE Lighting, Illumigram allows users to take photos of any room in their home
and apply GE LED lighting effects to the image through filters associated with GE Lighting
LED products. Featuring both GE reveal LED light bulbs and GE LED general purpose
bulbs, the app allows users to filter through different moods of lighting they could experience
in their homes.
Through Illumigram, consumers can see how quality of light transforms the design and
atmosphere of a home, Megan Lavelle, GE Lighting communications lead, said. By
exploring the apps filter options, consumers not only learn the benefits of GE LED products,
they can determine which products would best fit their living space in terms of color and
brightness.
Illumigram is available in the U.S. and Canada and can be downloaded for free on the Apple
App Store and the Android Market.
About GE Lighting
GE Lighting invents with the vigor of its founder Thomas Edison to develop energy-efficient
solutions that change the way people light their world in commercial, industrial, municipal
and residential settings. The business employs about 13,000 people in more than 100
countries, and sells products under the reveal and energy smart consumer brands, and
Evolve, GTx, Immersion, Infusion, Lumination, Albeo and Tetra commercial
brands, all trademarks of GE. General Electric (NYSE: GE) works on things that matter to
build a world that works better. For more information, visit www.gelighting.com.
###
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Photo booth event Press Release

Gatekeeper Audience

Community reporters in target cities,

including Seattle, Sacramento, Atlanta,
New York, Houston, Dallas, and Chicago.
GE Lighting has identifies these as the
best-performing markets for GE LED
products in Home Depot store locations.
Gatekeeper Element Objective

To gain media coverage for GE Lighting

grassroots marketing efforts.
Gatekeeper Campaign Objective





News releases
Target Audiences

Practical Novices
Thoughtful Nesters
Target Audiences Element Objectives

To generate excitement about the GE

Lighting photobooths before they pop up in
other cities.
To increase awareness about the
Illumigram mobile application.
Target Audiences Campaign Objective


Target Audiences Campaign Strategy

Provide opportunities for key publics

to interact directly with the GE LED
products using guerilla tactics.
Target Audiences Communication

Channels

Stories in local newspapers and on

newspaper websites
Stories broadcast on television news
stations and on station websites
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MEDIA CONTACTS
Megan Lavelle
(216) 266-9702
megan.lavelle@ge.com
Meghan Caprez
(330) 801-7083
meghan.caprez@blacklabelpr.com
FOR IMMEDIATE RELEASE
LIGHTING COMPANY BRINGS POP-UP PHOTO BOOTH TO NEW YORK

NEW YORK CITY (July 29, 2016) GE Lighting will surprise Times Square visitors with the
opportunity to use its customized photo booth June 1, 2016.
The photo booth uses the same technology GE Lighting developed for its Illumigram mobile
application, launched for iPhone and Android January 2016. Users were able to apply
GE LED lighting effects to their images through filters associated with GE Lighting LED
products. Featuring both GE reveal LED light bulbs and GE LED general purpose bulbs,
the photo booth allows users to filter through different moods of lighting.
GE Lighting representatives are excited to be able to meet consumers face to face,
GE Lighting Communications Lead Megan Lavelle said. These lighting experts want to
encourage everyone that comes through the photo booths to learn more about the benefits
of LED light bulbs while having a fun, memorable experience.
After applying GE LED filters and taking photos in the booth, users were provided a free
print of their images, courtesy of GE Lighting.
Lavelle hinted N.Y.C. isnt the photo booths only stop in the U.S., and other major cities
should be on the lookout for their own photo opportunity.
You never know where the photo booth will pop up next, Lavelle said.
About GE Lighting
GE Lighting invents with the vigor of its founder Thomas Edison to develop energy-efficient
solutions that change the way people light their world in commercial, industrial, municipal
and residential settings. The business employs about 13,000 people in more than 100
countries, and sells products under the reveal and energy smart consumer brands, and
Evolve, GTx, Immersion, Infusion, Lumination, Albeo and Tetra commercial
brands, all trademarks of GE. General Electric (NYSE: GE) works on things that matter to
build a world that works better. For more information, visit www.gelighting.com.
###
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the research
Key findings
Secondary
Black Label PR completed extensive secondary research about GE Lighting through

comparison of competitors, best practices, current consumers, products, and client
materials. The following are key findings of Black Label PRs secondary research:
Changes in the lighting industry resulted in a growing need to educate consumers about
LED technology; consumers are not fully aware of the benefits of LED technology.
Social media is an effective medium to reach and engage target consumer audiences,
including Practical Novices and Thoughtful Nesters.
GE Lighting currently experiences low engagement on social media sites. However,
sweepstakes and Light Snack posts on the GE Lighting Facebook have been proven to
drive the most engagement.
Humorous videos and short, animated videos have produced more views on lighting
industry YouTube channels than most other videos.
Primary
Black Label PR conducted primary research through one-on-one interviews with key publics,
online surveys, client interviews, and in-store observations. The following are key findings of
Black Label PRs primary research:
Focus group findings show Pragmatic Boomers are not an effective public to target in the
Dont Get Left In the Dark campaign because they are not likely to change their light bulb
buying habits.
Key publics are not aware of the quality of light LED technology provides, and they often
misconceive it as blue-ish and overpriced.
Interviews with key publics show there is a lack of brand loyalty among consumers when
purchasing light bulbs.
A majority of interviewed key publics chose short-term savings over long-term savings,
opting to purchase low-price light bulbs.
Consumers consider buying light bulbs a low-involvement purchase decision.
Most consumers rely on price and wattage to determine which light bulb to purchase,
but they often become confused when searching for the correct replacement bulb at the
store.
In comparison to its competitors, GE Lighting has significantly fewer signs and pop-out
displays at Home Depot locations.
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Secondary Research
Client Research
Mission Statement
GE works on things that matter. The best people and the best technologies taking on the
toughest challenges. Finding solutions in energy, health and home, transportation and
finance. Building, powering, moving and curing the world. Not just imagining. Doing. GE
works.1
Background
GE Lighting is a division of the multinational conglomerate corporation General Electric.
Headquartered in historic Nela Park, East Cleveland, Ohio, GE Lighting employs 13,000
people and is worth $2.7 billion. Founded in 1876 by Thomas Edison, GE Lighting works
to bring practical lighting solutions to its commercial, industrial, municipal, and residential
customers that are accessible, flexible, and intuitive. Beginning with the invention of the
first affordable incandescent light bulb, GE is behind every significant lighting invention
including the first street lights, the first fluorescent lamps and the first LEDs and lasers. GE
is changing the way its customers think about lighting.2
GE Today
GE operates in over 100 countries around the world and serves the following industries:
Auto dealership
Financial service
Grocery
Hospitality
Industrial
Office
Retail
Roadway
Sports and stadium
Since the Energy Independence and Security Act went into effect in January 2014, requiring
all light bulbs to be 28 percent more energy efficient, the lighting industry is undergoing its
biggest shift in technology to date. With an increasing demand for energy efficient lighting
solutions, LED technology is the future of the lighting industry. The lighting market has 3
billion sockets, and GE plans to fill them with LED bulbs.3
1
2
3
Source: Megan Lavelle, GE Lighting communications lead

http://www.gelighting.com/LightingWeb/na/about/index.jsp, Client-provided GE Lighting Packet
Source: Client-provided GE Lighting Packet
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GE LED
In 2011 GE purchased Lightech, an Israel-based lighting technology leader. They then
acquired Lightechs LED and halogen power supplies, preparing GE to lead the lighting
revolution. In the same year, GEs LED lighting segment grew 33 percent, making it the only
segment to record growth that year.1
On September 1, 2014, GE released GE Link, its newest LED innovation. GE Link is
a connected LED bulb that enables consumers to control their homes lighting from a
smartphone. GE Link is powered by the new Wink mobile application and allows customers
to adjust brightness levels, switch off forgotten lights, and create individual themes and
environments from anywhere around the world. The Link LED gives consumers an
affordable opportunity to experience smart home technology.2
GE Lighting Consumer Segments
GEs consumers are divided into six main segments based on engagement3:
Unengaged Agnostics: 45-54 year-old males and females that are primarily focused on
budget with an average income, a low emotional approach to lighting, are not willing
to spend money on bulbs, and have a moderate satisfaction with their LED technology
experience.
Salty Disbelievers: 45-54 year-old males
and females that are satisfied with who they
are, have a low income, a low emotional
approach to lighting, are not willing to spend
money on bulbs, and have a low satisfaction
with their LED technology experience.
Engaged Creators: 35-44 year-old males
and females who are highly involved with
their homes, affluent, have an emotional
approach to lighting, are willing to spend
money on bulbs, and are satisfied with their
experiences with LED technology.
Thoughtful Nesters: 35-44 year-old females
that live a thrifty, yet comfortable lifestyle
with a low income, have an emotional
approach to lighting, have an average willingness to spend money on bulbs, and are
moderately satisfied with their experience with LED technology.
1
http://pressroom.gelighting.com/news/ge-lighting-to-acquire-lightech-210794#.VGj1qYfLdbx
2
http://pressroom.gelighting.com/news/ge-announces-link-connected-led-an-easy-affordable-way-to-light-up-your-smart-home#.
VGj2RIfLdbw
3
Source: Client-provided GE Lighting Packet
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Practical Novices: 25-34 year-old males that are building a life and learning as they
go with an average income, have an average emotional approach to lighting, an
average willingness to spend money on bulbs, and moderate satisfaction with their LED
technology experience.
Pragmatic Boomers: 45-54 year-old males and females that are active fun-loving, busy
bees with an average income, have an emotional approach to lighting, an average
willingness to spend money on bulbs, and moderate satisfaction with their LED
technology experience.
Stores Carrying GE Lighting Products

In order to determine where key publics will most likely shop, Black Label PR researched
the demographics of stores that offer GE Lighting products. Through research detailed
below, Black Label PR found Practical Novices are more likely to shop at Target. Thoughtful
Nesters are more likely to shop at Walmart, Sams Club, CVS, and Dollar General.
Walmart
According to The Real Walmart1, two-thirds of American citizens shop at Walmart every
month. CNN2 reports Walmart specifically targets individuals who make less than $75,000;
these customers are more likely to shop at Walmart than Target. However, after the
recession, Walmart has appealed to more shoppers within the $100,000-$150,000 income
bracket, according to a Daily Finance article3. Due to their lower income, Thoughtful Nesters
most likely shop at Walmart.
Target
Women are more likely to shop at Target (58 percent of all Target customers) than Walmart
(55 percent of all Walmart customers). Additionally, people younger than 45 are more likely
to shop at Target (57 percent of customers are under 45) than Walmart (52+ percent of
customers are 45 and over). People who shop at Target are also more likely to care about
brand names (56 percent of customers feel brand names are important). With the exception
of gender, Targets demographic is consistent with that of the Practical Novices.
A recent study also showed that Target shoppers are 8% more optimistic about the economy
than Walmart shoppers.4
1
2
3
4
http://www.therealwalmart.com/facts-customers.html
http://money.cnn.com/interactive/investing/target-or-walmart-shopper/
http://www.dailyfinance.com/2009/11/12/who-shops-at-walmart/
http://money.cnn.com/interactive/investing/target-or-walmart-shopper/
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Sams Club
According to a 2007 Wall Street Journal article1, Sams Clubs target market includes small
businesses, affluent shoppers and mothers. As mothers, Thoughtful Nesters are likely to
shop here.
The Home Depot
According to Reuters2:
The Home Depot stores serve three primary customer groups: do-it-yourself (D-I-Y)
customers, do-it-for-me (D-I-F-M) customers and professional customers [] D-I-Y
customers are home owners who purchase products and complete their own projects and
installations [] D-I-F-M customers are home owners who purchase materials themselves
and hire third parties to complete the project or installation [] Professionals are primarily
professional remodelers, general contractors, repairmen, small business owners and
tradesmen.
However, Covalent Marketing3 insists that Home Depot best serves professionals because
of its rugged warehouse feel.
According to a September 2014 CNN article4, Home Depot is currently experiencing a
hacking crisis, which may decrease its credibility in the eyes of consumers.
Lowes
Covalent Marketing5 notes Lowes targeting do-it-yourselfers with its easy in-store
accessibility and clean appearance. Covalent calls the Lowes brand slightly more feminine
and Forbes6 agrees. Men, on average, tend to spend upwards of 35 percent more per
month on home improvement supplies than females, a fact which hurts Lowes and makes
Home Depot more appealing to the larger home center and hardware audience.
Over the past 12 months, the percentage of females shopping Home Depot most often
outweighed those shopping Lowes by an average of 7%, though its worth noting that this
difference has narrowed to about 3% in the past six months. Among the more lucrative
male segment, this gap is even wider with men shopping Home Depot most often outpacing
Lowes male loyalists by an average of about 18% over the past year.
1
2
3
4
5
6
http://online.wsj.com/articles/SB117149129407209032
http://www.reuters.com/finance/stocks/companyProfile?symbol=HD.N
http://covalentmarketing.com/blog/2012/12/05/home-depot-vs-lowes-building-brand-image/
http://money.cnn.com/2014/09/08/technology/security/home-depot-breach/index.html
http://covalentmarketing.com/blog/2012/12/05/home-depot-vs-lowes-building-brand-image/
http://www.forbes.com/sites/prospernow/2013/04/15/if-lowes-wants-to-get-serious-about-home-depot-itll-have-to-man-up/
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CVS
According to a Boundless1 textbook review of CVS marketing and advertising and a
Seeking Alpha2 digest of CVS stock, the pharmacy targets the elderly (60+ years of age)
and women (who represent 80% of its customers). According to a CMO article3, CVS
prioritizes strategies around a super customer persona of a woman in her early 50s who
is responsible for managing medications across three generations: her children, herself and
her husband, and her parents. While Thoughtful Nesters are slightly younger than the super
customer persona, they are still likely to shop for light bulbs at CVS.
CVS is an important sales location for GE urban consumers; according to the same CMO
article, suburban shoppers are more likely to buy staples at a big-box store (like Walmart),
but urban shoppers look to CVS for these products.
Amazon.com
Amazon makes seven times Walmarts online revenue. According to a Portland Biz
Journal article4, Amazon does not segment its audience by what they are interested in,
demographics, psychographics, etc. Amazon makes recommendations based solely on an
algorithm from what people actually purchase.
Dollar General
Dollar General targets low-, middle- and fixedincome shoppers.5 Because of their lower
incomes, Thoughtful Nesters might look for
light bulbs at Dollar General stores.
Additional Stores Carrying GE Products6

Ace Hardware

Do it Best

True Value
Kroger
Meijer

Stop & Shop
1
https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/theadvertising-campaign-88/identify-target-market-436-4153/
2
http://seekingalpha.com/article/811401-cvs-demographics-and-business-model-mean-tons-of-upside-for-the-stock
3
http://www.cmo.com/articles/2013/7/8/_5_segmentation_less.html
4
http://www.bizjournals.com/portland/stories/2006/03/20/smallb4.html?page=all
5
http://www.hoovers.com/company-information/cs/company-profile.Dollar_General_Corporation.7d1718d2a07e9402.html
6
Source: Client-provided materials
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Communication Tools
E-Newsletter
GE Lightings e-newsletter, Lighting Lounge, is an interactive newsletter that features
Latest Posts, Technology, Design Gallery, Tips and Projects, and Quizzes and Fun Facts.
The Lighting Lounge is found on the GE Lighting website, and it is up to date and gives
consumers inspiration for home design in addition to product information1. Consumers can
sign up for an email newsletter, however, which sends both coupons and design tips directly
into consumer inboxes2.
GE Lighting is one of two leaders in the lighting industry to offer an e-newsletter targeted
to its consumer audience. Sylvanias newsletter, titled Bright Ideas, gives consumers
information about product innovations and tips to save money. While Sylvanias newsroom
offers an archive of past newsletters ending in 2012, this page is not kept current. The link
provided to sign up for the newsletter is also invalid. There is no data to confirm either the
success or failure of the Sylvania e-newsletter3.
While both Cree4 and Philips5 have e-newsletters, they are marketed toward commercial
users, not consumers. Commercial users who sign up are able to customize what content
they will see in the newsletters; they select their topic(s) of interest from lists on the
company websites. When commercial users sign up, they are also asked what industry
they belong to, in addition to their company name and contact information. This is not an
effective tool in reaching consumers, so GE Lighting should continue its practice of creating
a consumer-targeted e-newsletter.
News Room
According to a PRSA article6, a 2014 BusinessWire Media Survey showed that the online
newsroom is still the foremost destination for journalists, after the organizations main
website. GE Lightings newsroom7 is updated regularly and is easy to navigate. Press
releases are categorized as either commercial or consumer news, and the site provides
access to GE Lighting media contacts and social media accounts.
1
http://www.gelighting.com/LightingWeb/na/consumer/inspire-and-learn/lighting-lounge/overview/
2
http://go.gelighting.com/Consumer-Preferences.html
3
https://www.sylvania.com/en-us/newsroom/Pages/bright-ideas-newsletter.aspx
4
http://www.cree.com/News-and-Events/Social-Media/Enewsletter-request-form
5
http://www.usa.lighting.philips.com/connect/subscribe.wpd
6
http://www.prsa.org/Intelligence/Tactics/Articles/view/10729/1097/Online_Newsrooms_and_Brand_Journalism_Survey_
Shows#.VEZ9AofUdbw
7
http://pressroom.gelighting.com/news
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The GE Lighting newsroom gives journalists access to pictures and videos, something
most of its competitors have failed to do. According to a blog by Sixth Gear Branding & Web
Design1, press kits are an element every business large or small should have should a PR
opportunity present itself. Sylvania2 is the only one of GE Lightings competitors that currently
has a press kit on its website. GE Lighting could create a press kit specifically for its LED
products, saving journalists from having to look through hundreds of images and scrolling
through information they dont need if they are reporting solely on GE LED technology.
Neither Westinghouse Lighting3 nor the Cree Bulb4 newsrooms, the newsroom on Crees
consumer site, have been updated since July 2014. Cree does, however, feature both press
releases and news coverage of the organizations products. This practice makes it easier to
measure the success of press releases and adds credibility to Crees claims because the
articles lend third party affirmation. The outlets that most often cover Cree stories are CNET
and the Wall Street Journal.
Advertising
Recently, GE released a fake infomercial called Enhance
Your Lighting featuring Jeff Goldblum to promote the GE
Link. The infomercial uses humor to educate customers
about the SmartHome product5. Similarly, Cree used Raleigh
advertising agency Baldwin& to create its own humorous
advertisements, entitled The Enlightenment Room. According
to a newsoberver.com article6, Crees first TV commercials
were launched in April 2013 during the NBA playoffs on ABC and
ESPN, and the agency continues to use the same actor, Lance
Reddick, in its commercials today. Cree commercials can currently
be seen on HGTV.
Baldwin& Co-Founder and Lead Guitar David Baldwin said the
goal of Crees humorous commercials is to take the image
of what a light bulb is and grab it by the lapels and shake it.
While no data can be found about the success of Crees TV
advertising, the number of views on the videos uploaded to the
organizations YouTube account suggest consumers find the
ads interesting and worth watching.
1
2
3
4
5
6
http://wearesixthgear.com/dont-miss-pr-opportunities-create-media-kit/
http://www.sylvania.com/en-us/newsroom/Pages/default.aspx
http://www.westinghouselighting.com/about-westinghouse/news-room.aspx
http://www.creebulb.com/News
http://www.adweek.com/adfreak/jeff-goldblum-out-his-mind-tim-erics-loony-ad-ge-lighting-160464
http://www.newsobserver.com/2013/04/29/2859051/baldwin-ad-agency-is-on-a-roll.html
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According to The Atlantic1, humorous advertisements work because they garner audience
attention and cause a feeling related to the brand to be planted in peoples memories. While
humorous advertisements can appeal to a wide variety of audiences, a Comedy Central
survey found it is most relevant to young men, according to a New York Times article2.
Not all businesses can pull off humorous ads, however. What is funny to some is not funny
to others, and while potentially humorous, the advertisements might not get the message
across. Critics are calling the Jeff Goldblum ad both hilarious and creepy.3
Both GE Lighting and Cree have integrated their advertising campaigns with social media.
Goldblums image now makes regular appearances in both Facebook and Twitter posts,
encouraging followers to purchase the GE Link. Additionally, Reddick and The Room of
Enlightenment are used as Crees header image on Facebook and Twitter.
Facebook
According to a January 2014 article from Marketing Charts4, more women are using
Facebook than men. The article notes 76 percent of Facebook users are women. Facebook
users are predominately between the ages of 18 to 29 years old (84 percent), while the 65
and older crowd is growing in use. This article supports Facebook as potential vehicle to
reach Thoughtful Nesters.
The most successful posts on GE Lightings Facebook page5 are the Light Snack posts,
each receiving more than 100 likes. These posts include a fun fact and a simple image.
Similarly, the Philips LED Facebook page6 uses the combination of a quick blurb, a link, and
a simple image for its #FutureOfLight posts, earning hundreds of likes. This appears to be a
winning combination, and future Facebook posts should be crafted using this model.
GE Lighting recently hosted a sweepstakes/giveaway at the Gay Games; participants could
win a trip to Hawaii if they took a picture at the GE Lighting booth. GE Lighting competitors
also use Facebook to host contests. According to Jim Belosic of Social Media Examiner7,
thoughtfully crafted Facebook contests do help businesses engage with their audiences, so
GE Lighting should continue its practice of hosting contests.
1
2
3
4
5
6
7
http://www.theatlantic.com/business/archive/2011/10/why-funny-tv-commercials-work/247117/
http://www.nytimes.com/2012/02/20/business/media/comedy-central-survey-says-young-men-see-humor-as-essential.html?_r=0
http://time.com/3452609/jeff-goldblum-ge-ad/
http://www.marketingcharts.com/online/user-demographic-highlights-from-5-major-and-growing-social-networks-38939/
https://www.facebook.com/GELighting
https://www.facebook.com/seewhatlightcando
http://www.socialmediaexaminer.com/facebook-contests/
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GE Lighting takes advantage of Facebook
Apps to post quizzes and promote other social
media channels. Neither Philips1 nor Sylvania2
nor Westinghouse3 has updated Apps with
engaging content; only Cree4 uses Apps for
contest entries and to link to other social
sites. While digital marketing consultant Jon
Loomer5 said Apps have not been utilized the
way Facebook intended, they are still valuable
to drive page viewers to other content. GE
Lighting should continuously update its Apps
on Facebook, but it should not spend too
much time on this feature.
According to socialfresh6, businesses should
create community guidelines on Facebook to encourage productive participation by users
and grow a transparent community. The GE Lighting Facebook page does not have any
such guidelines published for users on its Facebook page, therefore the organization allows
spam-like posts to remain on the page instead of deleting them. Sylvania, Philips, and Cree
all have easily accessible house rules on their Facebook pages, but Westinghouse Lighting
does not.
According to Facebook Marketing For Dummies, 4th Edition7, a social media best practice
is to respond to posts on the page within 24 hours. It typically takes GE Lighting six hours
to respond to an inquiry with a pre-written post. This is significantly less time than Philips,
Sylvania, and Cree. In this respect, GE Lighting is leading its competitors in post-to-page
engagement. On the Philips page, moderators do not respond for three to four days, leaving
consumers frustrated. On the Sylvania page, moderators take the time to explain complex
lighting concepts to those with questions (especially explaining why its CFL bulbs seem to
burn when they near the end of their lives), but they do not respond in a timely manner. It
can take anywhere from 12 hours to several days for the company to respond. On both the
Cree LED Bulb and Westinghouse Lighting pages, moderators typically respond within 24
hours of the initial post.
1
2
3
4
5
6
7
https://www.facebook.com/seewhatlightcando
https://www.facebook.com/SYLVANIA
https://www.facebook.com/WestinghouseLighting
https://www.facebook.com/CreeBulb
http://www.jonloomer.com/2013/04/02/create-facebook-tabs/
http://socialfresh.com/facebook-fan-page-community-guidelines/
http://www.dummies.com/how-to/content/how-to-respond-to-comments-on-your-businesss-faceb.html
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While most of its competitors only have one Facebook page, Cree has several. The Cree
LED1 accounts are primarily used to disseminate press releases. There is little to no
engagement on the posts, and the comments that are left on posts are typically spam. The
pages also include posts about products and trade shows, employing B2B communication.
Many of the comments to the pages, however, are B2C inquiries.
The Cree LED Bulb2 page posts engaging, educational photos, videos and quotes about DIY
projects, Cree LEDs and the lighting industry in general.
Twitter
GE Lighting effectively uses viral hashtags, such

as #MotivationMonday, on Twitter3. According to a
commpro article4, businesses that embrace viral
memes and hashtags achieve greater engagement
on social media. GE could tap into these viral
hashtags even more, posting #TBT (Throwback
Thursday) posts like Bank of America, Dodge, Ford
and more.
None of GEs competitors currently utilize these viral
hashtags, but the Cree LED Bulb account5 does
post #TipOfTheDay tweets. These daily posts often
receive more engagement than other Cree LED Bulb
tweets.
GE Lighting and its competitors use similar content on

both Facebook and Twitter. The posts, however, are
not shared at the same time, and minimal alterations,
such as the addition of hashtags, are made to make
the content more Twitter friendly. Because all competitors use this practice, GE Lighting might
consider doing something a little different to stand out.
Similarly to Facebook, Cree6 has multiple Twitter accounts. Additionally, Philips has a separate
Twitter account for consumers with questions about the companys products. Customers are
encouraged to reach out to the Philips Care account7 if they have problems with products.
1
2
3
4
5
6
7
https://www.facebook.com/CreeLEDRevolution, https://www.facebook.com/CreeLEDs
https://www.facebook.com/CreeBulb
https://twitter.com/GELighting
http://www.commpro.biz/social-media/social-media-tools-trends-social-media-2/embracing-internet-memes/
https://twitter.com/CreeBulb
https://twitter.com/Cree, https://twitter.com/CreeLEDs, https://twitter.com/CreeBulb, https://twitter.com/CreeCareers
https://twitter.com/PhilipsCare
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YouTube
GE Lighting regularly posts videos to YouTube1, but most of the videos are geared toward
commercial users rather than consumers. The most popular consumer videos in the last six
months have been the Jeff Goldblum Link advertisement and the Spend A Little To Save
Big LED commercials. These videos use humor to soften the educational value of the
commercial. Cree2 uses the same tactic in its The Room of Enlightenment series, presenting
educational facts about Cree LED bulbs in a humorous
manner. These Cree videos are also the most-viewed
videos on the page.
The videos with the highest number of views on the
Sylvania YouTube account3 are NASCAR-related
and benefits-of videos. The benefits-of video feature
animated facts about the different types of light bulbs
and includes a voice over. The videos with the highest
number of views on the Philips YouTube account4 are
similar: animated life facts with voiceovers.
Some GE Lighting videos are very long for YouTube.
According to Wistia5, a video marketing blog for
businesses, the average viewer would prefer to watch
a shorter video than a longer one. In fact, Wistias cofounder and CEO Chris Savage writes, The average
30-second video was viewed 86% of the way through,
while the average 2-minute video was viewed on
average 50% of the way through.
GE Lighting does not currently add annotations to
Screenshots from Philips Why we hate Monday mornings.
its videos. Catalyst Research Marketing6 says that
Monday morning blues, sleep wake cycle, lighting video.
annotations can streamline your YouTube viewers
path to purchase, which could result in higher sales
in GE LED bulbs. This might also be an opportunity to drive customers to the website for
educational purposes.
Currently, Cree is the only one of GE Lightings competitors using annotations.
1
2
3
4
5
6
https://www.youtube.com/user/GELightingFuture
https://www.youtube.com/user/CreeInc
https://www.youtube.com/user/SYLVANIALight
http://www.youtube.com/user/PhilipsLighting
http://wistia.com/blog/does-length-matter-it-does-for-video
http://www.catalystsearchmarketing.com/youtube-annotations-to-streamline-path-to-purchase/
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Pinterest
According to an October 2012 Mashable1 article, Pinterest inspires more users to purchase
products than Facebook. The results come from a BizRate Insight survey of more than
7,000 online shoppers. The survey showed more than 70 percent of Pinterest users utilize
the website for purchase inspiration, whereas only 17 percent of users look to Facebook.
Additionally, according to a January 2014 article from Marketing Charts2, women are four
times more likely to use Pinterest than men are. This
research supports Pinterest as potential vehicle to
reach Thoughtful Nesters.
GE was recognized for successfully utilizing Pinterest in
a February 2013 case study3. GE created a Hey Girl
Pinterest board that included memes. The board alone
attracted more than 15,000 followers to the GE account.
This board, in turn, created engagement and activity
on the GE page. Proving success on this medium
once, Pinterest would be a successful tool to engage
Thoughtful Nesters.
Philips4, the only one of GE Lightings competitors that
has a Pinterest, tends to add around five new pins
a week to its 24 consumer-targeted boards. Its most
popular boards are its nine Bright Ideas for boards;
pins on these boards display lighting and decoration
ideas for the different rooms in a house. These pins typically receive between one and 10
repins and likes. Pins to the Holiday Parties board, however, receive hundreds of repins
and likes. GE Lighting might consider creating room-dcor boards like this.
The company does repin from other users, something GE Lighting is not able to do due to
legal concerns, according to Sarah Bickerton, GE Lighting social media marketing specialist.
The GE Lighting account contributes to several different boards on the GE account:
Lighting the World
100 Years of Light (last updated 1 year ago)
Quick & Easy Makeover (last updated 22 weeks ago, linked to Facebook)
DIY with LED (last updated 15 weeks ago)
1
2
3
4
http://mashable.com/2012/10/20/pinterest-facebook-shopping/
http://www.marketingcharts.com/online/user-demographic-highlights-from-5-major-and-growing-social-networks-38939/
http://contently.com/strategist/2013/02/06/ges-hey-girl-pinterest-shows-why-brands-should-think-like-bloggers/
http://www.pinterest.com/philipslightus/
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According to Effective Business Pinning1, the best way to get engagement is to be active
consistently. While businesses do not have to pin every day, they should post a few times a
week. The content on these boards are not receiving any engagement partially because the
boards havent been updated in so long.
The GE Lighting account2 created five of its own boards August 28, 2014. Its followers have
grown from less than 20 to more than 200 in less than two months. While each board has
around 190 followers, there is minimal engagement on pins. To drive more engagement,
GE Lighting could use shorter captions with keywords and hashtags, invite guest pinners
to participate on a board, follow more users, and create infographics, among other best
practices3.
Instagram
Created February 2014, the GE Lighting Instagram account4
has less than 200 followers. Images are posted around twice a
week, and they receive minimal engagement. On average, the
posts receive between five and ten likes and zero comments.
This is significantly less than engagement on the Philips Lighting
Instagram account5; those images receive between 25 and 60
likes and around two comments. The Philips account, however,
has not been updated since July 2014.
Consistent with the brand style, all of the images include the GE logo
at the bottom left corner. Content can be divided into four types:
Light Snack/Tips posts that have text overlaying an image
Current event posts that capitalize on holidays, football
games, anniversaries, etc.
Lighting example posts that show different areas lit by GE lights
Miscellaneous posts that include coupons, awards won an special events
Unlike its Facebook content, Light Snack posts receive less engagement on Instagram.
To create higher engagement on Instagram, GE Lighting should consider adding more
hashtags to its content. According to a Social Media Examiner post6, Instagram images
should include three to five hashtags to aid in content discovery. Philips Lighting typically
uses five or more hashtags per image.
1
http://effectivebusinesspinning.com/how-often-should-i-pin-on-pinterest/
2
http://www.pinterest.com/GE_Lighting/
3
http://www.amyporterfield.com/2012/06/the-10-commandments-of-using-pinterest-for-business/
http://oakcreektrail.com/news/pinterest-tips-market-business/
4
http://instagram.com/gelighting
5
http://instagram.com/philipslight
6
http://www.socialmediaexaminer.com/instagram-hashtags/
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Media Presence and Current Events
Description
In order to determine GEs current media exposure, Black Label PR conducted research
using an internet search in the News section provided on Google. The list includes current
events only. At the time of the search, GE was exiting the home appliance market; the
results were focused on that. The top competitors search results were more product based.
Exiting the Home Appliance Market
GE as a brand has recently been in the media, due to its decision to sell its home appliance
division. This decision has sparked media outlets to suggest consumer products are not a
priority to GE. However, GE is continuing to focus on its lighting segment for the consumer
market, denying claims that it will soon be exiting the consumer division.
The September 2014 decision to sell its home appliance division coincides with GE CEO
Jeffery Immelts strategy to reshape the company around high-margin industrial units.1
A Washington Post article2 further discussed GEs July 2014 commercial titled What Would
Happen - Taking Energy to New Places. The commercial shows a funnel sucking debris
flying through the air. Another scene in the commercial shows street lamps developing wings
and taking flight. This commercial foreshadows what GEs future holds beyond consumer
products.
The article suggests GE may be exiting the consumer market based on the commercial
and recent sale of the home appliance division. The article maintains neutral sentiment
throughout and by the headline; consumers may assume GE is stepping down from
manufacturing consumer products.
New Product Mentions
An improved product, GEs Lumination LED DownLights, was mentioned on Market Watch3
for having more versatile and designer-friendly options by adding new reflector and wall
washes. The Lumination LED DownLights was noted for its product versatility and design.
The LED DownLights were made available in August, 2014. The article maintains positive
sentiment by speaking about the product and all of its additional features. The article
describes the product as having future-friendly versatility.
1
http://www.bloomberg.com/news/2014-09-09/ge-lighting-seen-following-appliances-in-consumer-exit.html
2
http://www.washingtonpost.com/news/business/wp/2014/08/15/for-an-evolving-ge-consumer-products-are-not-a-priority/
3
http://www.marketwatch.com/story/ges-lumination-led-downlights-now-offered-in-more-versatile-and-designer-friendly-optionswith-new-reflector-and-wall-wash-options-2014-08-12
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Giving Back
GE Lightings Bucyrus, Ohio, Lamp Plant is partnering with The Community Foundation for
Crawford. An Outdoor Learning Lab will be built on Buckeye Central Local School District
property in New Washington, Ohio. The area will encourage nature education and outdoor
exercise.1
GE Chandelier
PlayhouseSquare in Cleveland, Ohio, boasts the GE
Chandelier, comprised of 68 LED fixtures. The chandelier,
sponsored by GE, was lit May 2, 2014, and is the largest
permanent outdoor chandelier in the world. In addition to the
GE Chandelier, outdoor signage at PlayhouseSquare was
replaced with LED bulbs.
The May unveiling attracted around 25,000 people and
attracted local and national media attention. This event
positioned GE positively and as a growing global brand. The
event improved GEs reputation by displaying an outdoor
chandelier that can handle all elements.2
Lighting Industry Research
LED Today
LED technology has been around for more than 50 years, but it has only become a
household technology in recent years. In 2000, the US Department of Energy partnered
with the private industry to further the development of white LED technology in order to
give consumers an energy-efficient lighting option. Since 2008, the cost of LED bulbs has
continued to fall and average around $10 or less today.3
1
http://www.galioninquirer.com/news/news_education/50322112/Buckeye-Central-partners-with-GE-on-Outdoor-Learning-Lab
2
http://www.playhousesquare.org/events-tickets/playhouse-squaredistrict-transformation, http://www.cleveland.com/arts/index.ssf/2014/01/ge_lighting_will_sponsor_play.htmlhttp://dazzle.playhousesquare.org/
3
http://www.gurufocus.com/news/257082/ge--focusing-on-the-growing-led-lighting-market
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In 2012, the LED lighting market was worth $4.8 billion dollars and is projected to increase
to $42 billion in the next five years. In 2012, more than 49 million LED bulbs were installed,
and they accounted for more than $675 million in annual energy cost savings. With the
passing of the Energy Independence and Security Act, LEDs are expected to become the
standard in home lighting.1
Energy Independence and Security Act
Congress passed the Energy Independence and Security Act of 2007, covering such energy
efficacy issues as fuel economy standard, appliance efficiency, and alternative energy
solutions. A portion of the act is targeted toward lighting efficiency, laying out a 15-year plan
to research and phase out light bulbs that are not energy efficient. Content relevant to GE
Lighting can be found in Title III, Subtitle B, Sections 321-325 of the law.2
The Energy Independence and Security Act laid out a three-year plan to phase out common
incandescent bulbs. While companies are allowed to continue selling incandescent bulbs
they have already produced, they are no longer allowed to make new incandescent bulbs
past the government-mandated deadlines. The timeline of dates that affect the typical
consumer is as follows:
In 2012, 100-watt light bulbs were phased out.
In 2013, 75-watt light bulbs were phased out.
In 2014, 40- and 60-watt light bulbs were phased out.3
According to a Fox News article4 released December 31, 2013, many consumers are
unaware of the discontinuation of the incandescent bulb. A recent study by Lutron pointed
out that fewer than 1 in 3 adults (just 28 percent) were aware of the planned phase out, the
article states. A similar Socket Survey by Sylvania showed slightly more awareness - 4 in
10 were aware of the phase out, it revealed.
LED Technology Background
LED is short for Light Emitting Diode, which is a compound semi-conductor that converts
electricity into light.5
From left to right,
LED chip,
LED package,
and LED system.
1
2
3
4
5
http://www.gurufocus.com/news/257082/ge--focusing-on-the-growing-led-lighting-market
http://www.gpo.gov/fdsys/pkg/BILLS-110hr6enr/pdf/BILLS-110hr6enr.pdf
http://www.gelighting.com/LightingWeb/na/consumer/inspire-and-learn/lighting-legislation/
http://www.foxnews.com/tech/2013/12/31/end-road-for-incandescent-light-bulb/
http://www.edisontechcenter.org/LED.html#work
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LEDs are the most energy efficient form of lighting available today. LED bulbs produce light
through the movements of electrons across a semi-conductor as opposed to a traditional
bulb that uses a filament that emits light when heated. Because LEDs do not need heat to
produce light, they have an average lifespan of 50,000 hours as opposed to the average 750
hours of a traditional bulb. LEDs are used in traffic signals, stadium lighting, home lighting,
street lamps, and various other lighting products.1
Four major design factors determine LED performance:
Optical Design - LEDs are a directional light source, meaning they emit light in a single
direction. Through carefully designed reflectors and lenses, light is directed only where it
is needed, minimizing wasted light and energy.
Mechanical Design - Because LEDs last for years, the materials and construction of an
LED system are critical for performance. Careful mechanical engineering protects the
LED system from corrosion and humidity to ensure long service life.
Thermal Design - Excess heat causes reduced life and color shift in LEDs. With effective
thermal management, heat is dissipated, thereby improving LED performance.
Electrical Design - Electrical design determines the LED lifespan, light output and color
control of the LED system. Precise engineering ensures the right amount of electricity is
delivered to the LED chip, enabling consistent, long-lasting LED system performance.2
Benefits of LED
LEDs are environmentally friendly. LEDs contain no mercury, lead, or glass. They offer
significant energy savings, up to 90 percent more compared to incandescent bulbs in traffic
signals, and they last up to 50,000 hours. By 2030, the US Department of Energy estimates
LEDs will create $15 billion in savings.
LEDs are durable. LEDs are highly resistant to shock and vibration, and have excellent cold
weather performance.
LEDs offer control. LEDs are dimmable and have a quick turn-on time.3
Disadvantages of LED
Not all LEDs are approved for outdoor use. Also, LED semiconductors are sensitive to being
damaged by excessive heat. The rare earth metals used in LEDs are subject to price control
monopolies by certain nations. Finally, LEDs experience reduced lumen output over time.4
1
2
3
4
http://www.edisontechcenter.org/LED.html#work
http://www.gelighting.com/LightingWeb/na/solutions/technologies/led/learn-about/
http://www.gelighting.com/LightingWeb/na/solutions/technologies/led/learn-about/
http://www.edisontechcenter.org/LED.html#work, http://energy.gov/articles/history-light-bulb
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Misconceptions About LED Technology
Energy consumption can be used to measure light
output.
Lumens are used to measure light output
regardless of energy consumption. An LED has
an optimal lumens/watts output, maximizing
its lifespan. Another factor that affects energy
consumption is the LED systems thermal
management properties.
LEDs have a limited color temperature.
The color temperature is dependent on the
diode phosphor coating, not the type of bulb. If
used, the diode coating will give a warmer color
temperature.
Lumen output is diminished in LEDs.
The lumens are focused on the lighted area,
making them diminished but more effective.
LED bulbs dont really save energy.
Lower LED energy consumption will improve
over time. An LED bulb uses less than half of the
energy of a compact fluorescent bulb and 1/8th
to 1/10th the power an incandescent bulb uses.
Twenty-three percent of U.S electricity is attributed
to lighting.
LED bulbs are priced too high.

Buyers will receive a return on their investment
when they purchase an LED bulb in 18-24
months. These bulbs dont shatter and are free
from mercury and electrodes. As time goes on,
the price of these bulbs will decrease, making
them more affordable to the money-conscious
consumer.1
http://globaltechled.com/2013/05/31/misconceptionsaboutledlighting/, http://www.kapsea.com/en/about-led-1.html
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Influencers
DIY Bloggers
The following DIY/home improvement bloggers were identified based upon their influence.
Black Label PR looked at the bloggers Twitter, Facebook, and Pinterest accounts to
determine their influence. These are the bloggers the team will invite to participate in a blog
post competition during the campaign:
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Technology Bloggers
The following bloggers were chosen based upon their influence pertaining to technology.
Black Label PR looked at the bloggers Twitter and Facebook accounts to determine their
influence. Technology bloggers were deemed influential if they had approximately 50,000
followers across both platforms. These five are a sampling of potential candidates to receive
the beta version of the mobile application for review during the campaign.
Primary Research
Focus Group
Methodology
Black Label PR used a convenience sample to recruit participants matching the GE
audience segment descriptions. The resulting four participants were all individuals who can
be classified as Pragmatic Boomers. Pragmatic Boomers are described in client-provided
information as either males or females over the age of 45 who are homeowners with
average incomes. The participants were targeted primarily because of their age and status
as homeowners, which aligned with the GE audience segment descriptions.
The focus group took place at Kent State University September 29, 2014. Participant
release forms and discussion guide can be found in the appendix.
Focus Group Objectives
To understand key publics attitude toward the brand.
To gauge how knowledgeable key publics are about LED technology.
To learn about key publics attitudes toward DIY and home improvement projects.
To further understand key publics buying habits regarding home lighting.
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Key Findings
The focus group aided Black Label PR in developing primary research insights on the
following key topics:
Brand Loyalty
None of the focus group participants claimed brand loyalty to any particular brand of light bulb.
While all of the focus group participants have social media accounts (Facebook, Twitter,
Pinterest, Youtube, and LinkedIn as the most used among
the group), they indicated they do not follow consumer
brands outside the entertainment industry.
The participants found brands annoying on social media,
Light bulbs are not an
especially brands that show up on their home pages because
important buy to me. I
some of their friends like or follow those brands.
look at whats on sale.
Key quotes include: Light bulbs are not an important buy to
- focus group
me. I look at whats on sale. Im brand loyal for toothpaste,
participant
not light bulbs. I hate when somebody shares something
with me [on social media] from a brand.
Shopping for Light Bulbs
Participants indicated they would be more likely to buy a certain type of light bulb if it
was recommended by a third-party source such as a trusted friend or neighbor.
The participants placed high value on consumer reviews and word-of-mouth
recommendations.
Participants indicated they are more likely to buy packs of several light bulbs instead of
purchasing a single bulb because they like to have back-ups prepared for the next time
one burns out.
Participants indicated they could be convinced to shop for a specific brand if it was
proven to be cheap, reliable, and long lasting.
One participant indicated she would never shop for light bulbs at Target, because she felt
they were incredibly expensive the last time she shopped there.
Participants indicated they do not spend much time shopping for light bulbs.
When asked what they would pay for a LED light bulb, one participant said no more than
$5. Others said they would pay what they currently pay for CFL bulbs. They all indicated
they would not pay more than $10 for one LED light bulb unless absolutely sure of the
quality of light and how long the bulb is expected to last.
Key quotes include: My husband marks light bulbs with the dates they were installed so
we can see if the light bulb lasts for as long as it claims it will on the package. I spend
less than three minutes in the lighting aisle of Walmart, and Ill buy the cheapest bulb
that isnt the Great Value because I think those are lower quality. Its a leap of faith. Its
a tough thing [trusting claimed LED benefits].
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Bulb Identification
When shown three different kinds of light bulbs (CFL, incandescent, and LED), focus
group participants were asked to identify the bulbs by looks alone. Three of the four
participants correctly identified the CFL and incandescent bulbs. Only two participants
correctly identified the LED, and one of the participants who answered correctly said he
was guessing.
Benefits of LED
Participants indicated that they think LEDs are
longer lasting, cooler in temperature, and use less
energy than other types of bulbs.
One participant expressed that one of her grown
children urged her to switch to LEDs based on
their benefits.
Key quotes include: They sound like theyd be
environmentally advantageous, but Im not sure. I
dont know the research on that, what their carbon
footprint is, if they just sit in the dump after theyre
used up. LED bulbs are costly, but theyre cost
effective because they last longer [] Its a longterm investment that some people dont have the
money to make.
led bulbs are costly...

its a long-term investment some people dont
have the money to make.
- Focus Group Participant
Consumer Misconceptions
Participants admitted they are not as well educated about light bulb measurements such
as lumens and wattage as they would like to be.
One participant was taken aback when she was shown an LED bulb that was less than
fifteen watts and 800 lumens. She thought the light would be dimmer and less vibrant.
Key quotes include: If lumens measure brightness and watts measure energy, that
[LED] bulb is kicking the other ones butt, said a participant while holding up a 60-watt
incandescent bulb in comparison.
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Quality of Light
Participants consider the color of light emitted from a bulb an important factor when
choosing a bulb.
Participants indicated they are more likely to purchase bulbs with either clear white light
due to its similarity to daylight or yellow light because it creates a warmer environment.
Participants agreed that lighting is important to the atmosphere of their homes.
Three of the participants said the kitchen requires the best lighting in their homes.
They also indicated bathrooms and living rooms need quality lighting.
GEs Brand Reputation
The participants based part of their perception of GE as a brand upon previous negative
customer experience scenarios and unfavorable actions of former GE executives.
Two participants indicated their memory of former GE CEO Jack Welch tainted their view of
the brand, but have since gained more respect after his departure due to rebranding efforts.
Key quotes include: GE has one of the most familiar logos for American brands. My
husband and I bought a dishwasher from GE that had missing parts. When we called
customer service, we were not treated how we expected, so we refused to buy GE products
for nearly 20 years.
The following are words or phrases focus group participants associated with the GE brand
when asked to write down everything they could think of in a minute1:
The larger a word appears indicates it received a higher number of mentions among focus group participants.
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Home Improvement
Two focus group participants indicated they had renovated at least one room in their
house in the last year.
For inspiration for these projects, participants looked at the following: Pinterest, Houzz,
This Old House on PBS, HGTV (specifically the show House Hunters), friends and
neighbors houses, Midwest Living and Fine Home Building magazines.
When asked if they would prefer to take on a DIY home improvement project indoor
or outdoors, there was no preference for either indoor or outdoor, but all participants
expressed interest in DIY.
Implications
GE must make buying light bulbs a more informed decision because focus group findings,
interviews, as well as secondary research indicates consumers are not aware of the benefits
associated with LED technology.
Even though they do not look at brands while purchasing bulbs, three out of four focus
participants recalled having their perception of GE negatively affected by either the actions
of previous executives or poor customer service experiences. GE must regain Pragmatic
Boomers trust in order to convince them to purchase GE products.
Insights developed from focus group participants indicate Pragmatic Boomers are less
likely to change their buying habits and follow traditional consumer brands on social media,
making this public less likely to be influenced by the Dont Get Left In the Dark campaign.
Client Interviews
Megan Lavelle, GE Lighting Communications Lead, North American Consumer Division

Black Label PR interviewed Lavelle on September 3, 2014 during a visit to Nela Park, GEs
headquarters in East Cleveland, Ohio.
Key Findings
Lavelle said GE Lighting was looking to increase its social media engagement with
consumers. Currently, the team uses Radian6 to monitor its social media activity and a
combination of Radian6 and Prime Research to monitor mainstream media.
Lavelle believes techies perceive the GE brand as behind the times in terms of its
technology. This perception is due to competitor business tactics, Lavelle said. For example,
Crees marketing team makes bold claims about their products and Philips releases
products at high prices (like the $200 Hue color-changing LED bulb) just so they can say,
We can do this.
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Sarah Bickerton, GE Lighting Social Media Marketing Specialist
Black Label PR gathered information about GE Lightings social media practices from a
conference-call interview with Bickerton on September 22, 2014.
Key Findings
Bickerton said the overarching GE Lighting social media goal was to increase engagement1
by 15 percent annually.
GE Lightings Pinterest account is new and has not been officially launched by the
business. The GE Lighting legal team said Bickerton is not allowed to repin from other users
on Pinterest, but she is allowed to pin outside content if it comes directly from the source
(i.e. a blog post or news article).
Bickerton said a majority of GE Lightings Facebook likes come from 18-24-year-old men,
but the majority of those engaged on Facebook are 35-44-year-old men and women. These
engaged users fall under the Thoughtful Nesters target audience.
GE Lighting recently conducted a successful blogging campaign, reaching out to more than
2,000 bloggers. This campaign resulted in a plethora of posts about GE reveal, educating
consumers about the light bulbs.
Audience Interviews
Thoughtful Nesters
Methodology
Black Label PR conducted either face-to-face, phone, or e-mail Interviews with four
members of the Thoughtful Nesters consumer segment so the team could develop a better
understanding of what these consumers look for when shopping for light bulbs, their level of
familiarity with LED technology, and their interest in DIY projects.
The Thoughtful Nesters interviewed were recruited using convenience sampling. Thoughtful
Nesters are described in client-provided information as 35-44 year-old females that live
a thrifty lifestyle with a low income. Interview respondents were recruited based upon
demographic factors that place them as a member of this segment.
Engagement is defined as comments, shares, likes, retweets, mentions, and blog posts about GE Lighting.
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Thoughtful Nesters Interviewed
Brandi Neloms, 27
Tracy Wilson, 43
Melissa Beutz, 39
Michelle Soulliere, 42
Key Findings
Thoughtful Nesters interviewed were all the primary light bulb purchasers for their
respective homes.
The two respondents unfamiliar with LED technology were deterred from spending extra
money on the more expensive bulbs.
Thoughtful Nesters interviewed indicate they get DIY inspiration from Pinterest,
magazines, and hardware stores.
Characteristics Thoughtful Nesters look for in light bulbs include wattage, lumens,
energy savings, and price. Thoughtful Nesters did not share an overwhelming trend
toward any particular light bulb characteristic aside from price.
Key Quotes
As long as I know Im buying a bulb that will give me the same look as a 60 watt, I dont
really have a preference of what kind of bulb I buy. Brandi Neloms
If it [LED technology] saves me money in the long run, I would be open to trying it.
Tracy Wilson
Its worth it to me to spend an extra couple of bucks now and then save money each
month on my electricity bill. Melissa Beutz
I stay away from LED because I dont like the bluish color of the light. Michelle
Soulliere
Implications
GE Lighting must target this public because its members tend to be the primary light
bulb purchasers for their respective homes and they are highly engaged in DIY home
improvement projects.
This sample of Thoughtful Nesters indicated an interest in saving money, so there is
potential to influence their purchase decision if the long-term savings of LED technology
could be better communicated.
Pinterest could act as an influential tool in reaching this audience and positioning lighting
as a design element to incorporate into DIY projects.
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Practical Novices
Methodology
Black Label PR conducted either face-to-face, phone, or e-mail interviews with five
members of the Practical Novice consumer segment so the team could develop a better
understanding of what these consumers look for when shopping for light bulbs, the types
of bulbs they purchase, if they have a preferred brand, their level of familiarity with smart
home technology, and their interest in DIY projects.
The Practical Novices interviewed were recruited using convenience sampling. Practical
Novices are described in client-provided information as 25-34 year-old males that have an
average income. Interview respondents were recruited based upon demographic factors that
place them as a member of this segment.
Practical Novices Interviewed
Rocco DeFrisco, 36 Chicago, Illinois
David Shulman, 27 New Orleans, Louisiana
Jared Fitch, 28 Akron, Ohio
Ryan Carr, 24 Cleveland, Ohio
Jace Hatcher, 34 Lakewood, Ohio
Key Findings
All respondents, whether single or married, indicated they were the primary light bulb
purchasers for their respective households.
All respondents, except one who only buys Philips Hue products, indicated they had no
particular brand preference when it comes to light bulbs.
All respondents indicated they were knowledgeable of smart home technology even if
they did not use it in their own home.
There was no trend among Practical Novices regarding the frequency of light bulb purchases.
The range of bulb preferences among Practical Novices included incandescent bulbs,
CFLs, and LEDs. There was no trend toward any particular bulb type for the group of
Practical Novices interviewed.
Key Quotes
I could become brand loyal if they [light bulb manufacturers] sold me on energy
efficiency so I wouldnt have to buy them as often. Rocco DeFrisco
Ive stocked up on regular incandescent bulbs, but I use some CFLs for shaded lamps
that stay on for longer periods. David Shulman
I only purchase LED light bulbs because I am in the process of converting my home into
a smart home based on the Philips Hue technology. Jared Fitch
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I purchase the swirly fluorescent bulbs because I know they are better value than the
older kind, and I dont [want to be] the asshole thats killing the earth. Ryan Carr
Absolutely not halogen. [They] run hot, burn hot. I dont like them. CFLs are my bulb of
choice. Jace Hatcher
Implications
It is important to target this audience because its
members are making light bulb purchases for their
dwellings regardless of whether they rent or own
their homes.
All Practical Novices indicated knowledge of
smart home technology, which indicates this
audience could be more receptive to adopting the
technology compared to others who have not yet
been informed.
Four of the five respondents said they purchase
CFLs, which indicates they could have an interest
in energy savings. GE could potentially utilize
this interest in energy savings in promoting the
benefits of LED technology to this audience.
I purchase the swirly

fluorescent bulbs because
I know they are better
value than the older kind,
and i dont [want to be] the
asshole thats killing the
earth. - Ryan Carr
Pragmatic Boomers
Methodology
Black Label PR conducted either phone or e-mail interviews with five members of the
Pragmatic Boomer consumer segment so the team could develop a better understanding
of what these consumers look for when shopping for light bulbs, the types of bulbs they
purchase, if they have a preferred brand, their level of familiarity with LED technology, and
where they find inspiration for DIY projects.
The Pragmatic Boomers interviewed were recruited using convenience sampling. Pragmatic
boomers are described in client-provided information as 45-54 year-old males and
females that have an average income. Interview respondents were recruited based upon
demographic factors that place them as a member of this segment.
Pragmatic Boomers Interviewed
Renee Hardman, 50 St. Joseph, Michigan
Mike Althar, 55 Fremont, California
Julie Jarvie, 49 Hartford, Michigan
Lisa Mansfield, 47 Akron, Ohio
Felicia Ensminger, 49 Seaville, New Jersey
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Key Findings
All respondents indicated cost is a factor they consider either directly or indirectly when
shopping for light bulbs. The respondents who mentioned a lack of knowledge regarding
LED technology stated they shop for the lowest cost bulb. The respondents who
mentioned using LED technology indicated it was due to the reduction the bulbs provide
in energy costs.
All respondents identified as a light bulb purchaser in their respective homes.
All respondents indicated they have no brand loyalty regarding light bulbs.
Key Quotes
The store I shop at is still selling incandescent bulbs, and thats what I buy due to their
low cost. Renee Hardman
I switched over from other types of bulbs, because LED bulbs generate less heat, they
dont have the heavy metals other non-incandescent bulbs have inside them, and they
theoretically have a longer life. Mike Althar
If Im looking to replace [light bulbs] in my family room, I always look at wattage so I know
Im buying the same type of bulb. I dont want how my room looks to change. Julie Jarvie
I am most likely to purchase the light bulb that is least expensive. I dont even look at
brand. Lisa Mansfield
I am not sure what type of bulb I purchase, but they are the spiral bulbs. Felicia Ensminger
Implications
Pragmatic Boomers interviewed indicated they are light bulb purchasers in their
respective homes so targeting them could potentially impact their purchase decision.
Price was a factor for all respondents, so there is potential to influence their perception
of LED costs if GE can demonstrate how LED technology reduces energy costs in the
long term.
Influencers
Methodology
Black Label PR conducted either face-to-face, phone, or e-mail interviews with five
members of the influencer audience so the team could develop a better understanding of
their perception of LED technology, if they have a preferred brand to recommend, and their
perception of lighting as a design element.
For the purpose of these interviews, Black Label PR classified influencers as individuals that
could potentially affect the purchase decision of a consumer shopping for light bulbs. The
influencers interviewed were recruited using convenience sampling.
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Influencers Interviewed
Sarah Fogle, Blogger of The Ugly Duckling House
Rebecca Lyss, Interior Designer at House of L in
Solon, Ohio
Laurie Lindbloom, Owner and designer at LZL
Interiors in Cleveland, Ohio
Shaina Beechler, Associate at Bassett Furniture
Stores in Victor, NY
Hank, Electrician at Home Depot in Streetsboro, Ohio
[Blog readers] would

love lighting posts about a
fixture because it involves
a design, but they would
be less interested in light
bulb posts. - Sarah Fogle
Key Findings
Three influencers indicated lighting as an essential
element to consider for a rooms design.
Four influencers indicated they recommend LED
lighting due to its energy-saving benefits.
None of the influencers indicated they would recommend GE LED light bulbs. Two
indicated a preference for Cree, while another indicated she does not favor any brand.
Key Quotes
[Blog readers] would love lighting posts about a fixture because it involves a design, but
they would be less interested in light bulb posts. Sarah Fogle
I believe the lighting of a room is extremely important to its atmosphere. Rebecca Lyss
Lighting is an essential design component when planning a rooms layout, both to
ensure safety and aesthetically. Laurie Lindbloom
I usually suggest Cree LED lighting because their bulbs last a long time and have a very
vibrant color. Shaina Beechler
I generally suggest my personal favorite, Cree, to customers because it looks more like
a regular light bulb. Hank
Implications
GE must position itself as a trusted manufacturer of LED products in order to gain
recognition among individuals who have the potential to affect light bulb purchases.
GE could potentially become a thought leader or trusted advisor if the company could
demonstrate the ways in which GE LED light bulbs are the most effective at impacting a
rooms design.
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Interview Implications
Across all key publics, consumers do not typically exhibit brand loyalty when purchasing
light bulbs; they look for the cheapest light bulb.
The following are key findings from each public:
Thoughtful Nesters are most likely to look to Pinterest for home improvement and DIY
project inspiration. This finding provides an opportunity to reach this key public through
this social media outlet.
Practical Novices are all aware of smart home technology, and two interviewees are
currently using the technology in their own homes, indicating an interest in technology
among this group of respondents. The men in this key public are potentially more
receptive to GE Link technology than others.
Pragmatic Boomers are more likely to look around hardware stores on their own than
they are to seek inspiration from other sources. In-store displays are key to motivating this
public to buy GE products, creating an opportunity to further engage Pragmatic Boomers.
Influencers are most likely to recommend LED bulbs to their clients, but they do not
typically recommend a specific brand. GE must build relationships with interior designers
in order for them to become brand loyal.
Online Survey
Description
Black Label PR team members created an online survey to collect a random sample about
consumers buying habits, understanding of the lighting industry, and affinity for home
improvement and DIY projects. A list of questions asked can be found in the appendix.
Results
The 58 total survey participants were between the ages of 19 and 62, a majority of whom
live in a self-owned or family-owned house. An even split of respondents (44.64 percent)
said they purchase light bulbs either once a year or every three to four months.
A majority of participants (30.91 percent) said they currently purchase LED light bulbs.
However, more than 27 percent do not know what kind of light bulbs they purchase, given
the choice between halogen/incandescent, CFL/fluorescent and LED.
When purchasing light bulbs, respondents said their two biggest concerns are the bulbs
wattage and its price. Less than 15 percent said they pay attention to the bulbs lumens,
energy efficiency, and lifespan.
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More than half of respondents said they were unaware that incandescent bulbs are no
longer being produced.
Implications
Online survey participants are uneducated about the type of light bulbs available to them at
stores. Additionally, they are most likely to look for wattage and price when shopping. The
participants also show little knowledge about lighting industry innovations. These findings
indicate a need for further consumer education regarding the Energy Independence and
Security Act and innovations in the lighting industry.
In-Store Observations
Description
Black Label PR team members visited local Home Depot, Target, and Walmart locations
to observe both the set up of the lighting aisle and the consumers who were purchasing
bulbs. Observations took place in 20-minute increments on September 20-27 in Fairlawn,
Cuyahoga Falls, Stow, Ravenna, and Kent, Ohio locations.1
Key Findings
Customers appeared confused when looking to purchase light bulbs.
While both Target and Walmart had special signage for GE reveal, the signs were not
located near the products they were advertising.
GE Lighting competitors had multiple pop-out displays at Home Depot locations where
GE had none.
Note that age is estimated based on observation.
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Target
The three Fairlawn Target shoppers were
50-60-year-old women. Two of the shoppers
were looking for general-purpose bulbs, and
they selected the soft white color. The remaining
shopper was looking for decorative bulbs. Only one
shopper looked at the GE Reveal display.
The Fairlawn stores lighting aisle was organized by
package color, which represents the different levels
of brightness.
The lighting aisle was located in the back corner of the Stow Target. The aisle was poorly maintained
with misplaced merchandise on the shelves. Some shelves were also missing GE products.
At the Cuyahoga Falls location, both shoppers were female, approximately in their mid-30s.
The first took several minutes to inspect the different products available. The second female
was on the phone with her significant other. She asked, What kind of bulbs do we use at
home? She did not know what size of bulb to buy and mentioned over the phone that her
previous bulb had been burned out for a week. She struggled to make a purchase decision
on her own and was very unsure of what bulb she needed.
Walmart
No customers stopped by the lighting aisle during the 20-minute observation period at the
Fairlawn or Ravenna locations.
The Fairlawn locations aisle was organized by bulb type, often placing GE products next to
True Value light bulbs so customers could compare prices. Sylvania products, however, had
a separate area in the aisle and were not mixed
with the rest of the bulbs. This location also had
special signage for GE Reveal products, but these
products were not displayed underneath the sign.
The Ravenna locations aisle was unorganized,
but it also seemed to be categorized by bulb type.
The majority of shelf space belonged to GE with
a designated space for GE Reveal. The aisle
was difficult to navigate and was cluttered with
unrelated products.
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The Home Depot
One hundred percent of Fairlawn of the seven Home Depot shoppers were 40-75-year-old
males searching for indoor light bulbs. A
majority of males were looking for smaller
decorative bulbs.
The Fairlawn stores light bulb aisle was
organized by brand, not bulb type. The
Philips brand had an interactive display
where customers could dim and turn soft
white, bright white, and daylight LED bulbs
off and on. There were two pop-out displays,
both of which featured Cree light bulbs.
In the lighting aisle at the Cuyahoga Falls
location, GE products were placed directly
next to Philips and Cree, and GE bulbs typically had a higher price listed. The overall
appearance of the aisle gave more preference to both Philips and Cree. For example, Cree
had seven pop-out displays, Philips had four, and GE had zero.
A shopper, also seen at the Cuyahoga Falls Target, visited the Home Depot lighting aisle
during the observation period. She seemed confused, but did not ask anyone for help. She
grabbed a Philips outdoor security light off the shelf.
A second female shopper was at the Cuyahoga Falls location, appearing to be in her 60s.
While shopping for bulbs, she took them out of the packaging to inspect them. She was
looking at floodlights and compared GE to Philips, but she ended up choosing the Philips bulb.
Implications
In-store observations showed there was confusion among consumers about what product
they are buying. The lack of consumer knowledge leads to purchasing problems. These
findings indicate a need for further consumer education and increased in-store education to
induce confidence in the consumer.
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Focus Group Discussion Guide

Objectives
1.
2.
3.
4.
To understand key publics attitude toward GE.

To gauge key publics understanding of LED technology.
To further understand key publics home lighting buying habits.
To learn about key publics DIY habits.
Introduction (5 minutes)
Hello everyone and thank you for taking the time to be here tonight. Your participation is
greatly appreciated. My name is Justin Sheil and I am a public relations student here at
Kent State University. We are conducting this focus group to gather information about your
buying behavior, engagement and attitude toward home lighting. We will use the information
gathered to formulate a communication plan for GE Lighting. You will all be given a consent
form giving us the permission to tape and use audio footage from tonights focus group for
research purposes.
In between activities and questions we encourage you to discuss your answers and opinions
openly and honestly, I am just here to guide the discussion. Lets get started.
Ice Breaker (5 minutes)
Please share your name, age, and latest DIY project.
Objective 1: To understand key publics attitude toward GE (10 minutes)
Activities
1. For our first activity I want you to write down everything you can think of when I say
General Electric.
2. Now we are going to do the same thing, but with the words light bulb this time.
Questions
1. What type of light bulbs do you purchase?
2. Do you purchase the same brand of bulb each time? Are you brand loyal?
3. How can we convince you to buy a certain brand of bulb?
4. How do you feel about the General Electric brand?
5. What social media sites are you currently using?
6. Why do you follow brands on social media?
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Objective 2: To gauge key publics understanding of LED technology (10 minutes)
Activities
1. Identify these three light bulbs as incandescent, CFL or LED.
Questions
1. What are some of the benefits of using LED technology?
2. What would you pay for an LED light bulb?
3. Do you currently have any smart home technology in your home: NEST, security, etc.
4. Have you heard of Philips Hue?
5. Have you heard of GE Link?
5-Minute Break
Objective 3: To further understand key publics home lighting buying habits

(10 minutes)
Questions
1. Is lighting important to the atmosphere of your home?
2. Do you have any dimming capabilities in your home?
3. What room in your home needs the best lighting?
4. How much time do you spend in the lighting aisle?
5. How long do you expect a light bulb to last?
Objective 4: To learn about key publics DIY habits (10 minutes)
Questions
1. Where do you go to get inspiration for DIY projects?
2. What types of home improvements projects have you done within the last year?
3. Would you rather do a home improvement project indoor or outdoor?
Wrap-Up and Conclusion
Those are all the questions I have for you tonight. Thank you all again for participating. If
you have any further comments or opinions please let me know. All of your feedback is
greatly appreciated and contributes to our research. Dont forget to sign and leave your
consent forms.
Thank you and have a good night.
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Interview Questions
Practical Novices, Thoughtful Nesters, and Pragmatic Boomers
1.
2.
3.
4.
5.
6.
7.
Are you the primary light bulb purchaser for your home?
What are the most important factors you consider when purchasing light bulbs?
Do you tend to buy one brand of light bulbs? If so, what brand and why?
What kind of light bulbs do you purchase?
Have you ever purchased LED light bulbs? Why or why not?
Where do you get your inspiration for home improvement projects?
Do you currently use any Smart Home technology? If so, what do you use?
Influencers
Bloggers
1.
2.
3.
4.
Have you ever blog about light design? If not, would you consider it?
Would you recommend a certain type of bulb to your readers? If so, what type?
Is there a certain brand you would recommend? Why or why not?
If a company approached you to participate in a sponsored post, how would you respond?
Interior Decorators and Store Employees
1. Is light design an important factor in the atmosphere of a home? Why or why not?
2. What kind of light bulb do you recommend to customers?
3. Is there a specific brand you like to recommend? Why or why not?
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Online Survey Questions

1. How old are you?
2. What is your type of residence?
Self-owned or family-owned home
Duplex
Apartment or condominium
Dormitory
Other (please specify)
3. How often do you purchase light bulbs?
Weekly
Monthly
Every 3-4 months
Yearly
Never
4. Where do you purchase light bulbs?
5. What type of light bulbs do you purchase?
Halogen/Incandescent
CFL/Fluorescent
LED
I dont know
6. What do you look for when purchasing a light bulb? Check all that apply.
Wattage
Lumens
Cost
Quality of light/Color
Other (please specify)
7. Do you use LED technology?
Yes
No
8. Did you know that incandescent bulbs are no longer being produced?
Yes
No
9. How much time do you spend on home improvement or DIY projects a year?
10. Please enter your contact information if we may contact you with further questions.
Name
Email Address
Phone Number
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Thoughtful Nesters Tactic Test Online Survey Questions

1. Are you a female between the ages of 35 and 44?
Yes
No
2. Do you like the campaign slogan Dont Get Left In the Dark?
Yes
No
3.

Rate how likely you are to engage in the following activities.1

Read infographics
Watch 30-second informational videos
Share a photo on a brands Facebook post
Follow Pinterest boards about DIY home improvement projects
Follow Pinterest boards about home decor ideas
Enter a Pin to Win contest
Read a blog about DIY home improvement projects
Download a mobile application that will help you redecorate your home
Participate in a free photo booth in tourist locations
4. If your favorite blogger was participating in a contest, would you take the time to vote for
him or her if it took less than 60 seconds?
Yes
No
I dont have a favorite blogger
5. Do you look for news from tier-one publications (such as the New York Times and
Forbes)?
Yes
No
6. If a tier-one publication features a brand in an article, does your view of that brand
change?
Yes, it is more credible
No, it does not change
Scale includes Very Likely, Somewhat Likely, Not Likely, and N/A
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Practical Novices Tactic Test Online Survey Questions

1. Are you a male between the ages of 25 and 34?
Yes
No
2. Do you like the campaign slogan Dont Get Left In the Dark?
Yes
No
3. Do you enjoy commercials that feature a humorous brand ambassador (such as the Old
Spice Guy)?
Yes
No
4. Are you more likely to buy a product if you think its commercials are humorous?
Yes
No
5.

Would you follow a humorous brand ambassador (such as the Old Spice Guy) on Twitter?
Yes
No
I do not use Twitter
6. Would you participate in a Google+ Hangout if you could talk to a humorous brand
ambassador (such as the Old Spice Guy)?
Yes
No
7.

Do you read blogs about technology?

Yes, often
Yes, every once in a while
No, never
8. Are you more likely to download a mobile app if a blogger recommends it?
Yes
No
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9. Do you look for news from tier-one publications (such as the New York Times and
Forbes)?
Yes
No
10. If a tier-one publication features a brand in an article, does your view of that brand
change?
Yes, it is more credible
No, it does not change
A11

Don't Get Left in The Dark

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Don't Get Left in The Dark

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T IN THE DAR

Dont Get Left In The Dark

After getting to know one another, the agents realized

Black Label is A state of

Focus Group Discussion Guide............................................................................................. A1

Key Publics Overview

Black Label PR focused its research on Practical Novices, Thoughtful Nesters,

of online survey participants

of online survey participants

Thoughtful Nesters use Pinterest for home

Consumer segment social media communication

According to Marketing Charts, individuals aged 30-49 make up 24 percent of Pinterests

because I dont like

Influential Pinterest Pinners

Create a humorous brand ambassador to represent GE Lighting on social and mainstream

The ambassador will be male in order to resonate with male

Develop a series of 12 infographics illustrating

According to HubSpot, infographics are an

Animated Video Series

Dont Get Left In the Dark Collaborative Pinterest Board

By inviting guest pinners, GE Lighting will not only receive

Pin to Win Contest

Secondary research shows Pinterest is an engaging

Facebook Post Series

DIY Home Improvement Blogger Contest

According to GE Lighting Social Media Marketing Specialist Sarah Bickerton, GE Lighting

Black Label PR has identified five

Press here to take a picture with GE Illumigram!

Photo Booth Event

Black Label PR must conduct a benchmark survey on behalf of GE Lighting to determine

Animated Video Series

Technology bloggers will

A Pinterest board on the

One infographic will be

Mobile App Development

Mobile App Media Push

Dont Get Left in The Dark

Dont Get Left in The Dark

A new group of 100 pinners will be added every

Mobile APp Promotional Video

Mobile APP PROMOtional VIDEO

Mobile APP Launch

Facebook Post Series

The promotional video

The mobile app will be

Dont Get Left in The Dark

A new group of 100 pinners will be added every

Pin TO WIN COnTEST

Photo Booth Event

Dont Get Left in The Dark

A new group of 100 pinners will be added every

Brand Ambassador Teaser Video

To introduce key publics to the GE Lighting brand ambassador.

Camera pans up in slow

Camera pans up in slow

Dont Get Left In the Dark

Screen goes dark.

Camera pans up in slow

Brand Ambassador Tweets

Someone told me theyre going to miss

Watt the hell is wrong with you?! Look at lumens

Some people are still buying new light bulbs every

Set the mood before bringing a girl back to your