Having Jackie Mayan on the Snoball Effect podcast was an absolute delight. As the Senior Director of Marketing Communications at Sol Systems, Jackie brought a unique blend of professional insight and personal passion to the table. Throughout the episode, her vibrant personality and dedication to making a positive impact shone through, making it both fun and educational to learn from her experiences.
Key Takeaways
- Impactful Business: Sol Systems operates with a mission-driven approach, combining infrastructure with community impact. They ensure that underserved communities are not left behind in the energy transition.
- Strategic Initiatives: Jackie believes in understanding a company’s objectives and creating marketing strategies that support them. Her approach includes storytelling to navigate the complexities of the renewable energy sector.
- Challenges and Adaptability: Jackie’s strategy to combat challenges, such as misinformation about solar energy and the ever-changing regulatory environment, includes education and clear communication to various stakeholders.
Innovative and Impactful Business Model
Jackie is proud of Sol Systems’ unique approach of integrating infrastructure with community impact. “We work with large corporations like your Microsofts and your Googles and your FedExes to put together solar projects,” she explained. A portion of the revenue from these projects is allocated to community investment funds. These funds are then used to support local organizations and underserved communities, ensuring they benefit from the energy transition.
Jackie Mayan
Senior Director of Marketing @ Sol Systems
"We have a team in place that works with local organizations, impact partners...so that they're not left behind in the energy transition."
This mission-driven approach is central to Sol Systems’ operations. Jackie shared, “We don't just write a check to the local communities. We have a team in place that works with local organizations, impact partners...so that they're not left behind in the energy transition.” The focus on community engagement and support is what differentiates Sol Systems from other companies in the renewable energy sector.
One of these innovative programs is called gap services, which helps homeowners qualify for solar incentives. “We help to fill that gap. It could be as simple as home remediation. It could be mold radiation, new roofs, new windows, anything to that nature,” she noted. This comprehensive support guarantees that even those in challenging circumstances can benefit from renewable energy solutions.
Image sourced from solsystems.com
Jackie also mentioned their agrivoltaics initiatives, which combine solar projects with agricultural activities. “We also do agrivoltaics, which is...how do you co-locate solar with your ecosystem with farmers,” she said. By integrating solar panels with agricultural land, they support local ecosystems and create additional value for communities. Sol Systems' commitment to inclusivity and sustainability is a testament to their forward-thinking business model.
Collaborative and Strategic Marketing Initiatives
At the heart of Sol Systems' marketing success is a collaborative and strategic approach. Jackie underscored aligning marketing efforts with the company’s overall business goals. “I can do all the marketing that I want, but if I don't have the teams collaborating and participating...it's not going to work and it's not going to be successful,” she clarified. This collaboration extends across various departments, making sure that marketing strategies are well-integrated and effective.
Pro Tip:
Aligning marketing efforts with the company's overall business goals will encourage collaboration across departments.
One key element of their marketing strategy is thought leadership. Jackie elaborated, “Thought leadership is a big deal for Sol Systems because of the fact that the industry and what we do is very technical, very complicated.” This strategy allows them to simplify complex topics, become more accessible to a broader audience, and build trust.
Jackie also pointed out the importance of partnerships in their marketing efforts. “We collaborate with our strategic partners all the way from the corporate Fortune 100s, all the way down to local community partners,” she stated. These partnerships enable Sol Systems to reach a wider audience and leverage the credibility of well-known brands. By working closely with both large corporations and local organizations, they effectively tell their story and showcase their impact.
The use of multimedia and digital storytelling is another critical aspect of their strategy. Jackie shared, “Visual video storytelling...is big for us right now. How do we tie the people to the projects to show that impact?” By creating engaging video content, they can connect emotionally with their audience and show the real-world benefits of their projects. This multimedia approach enhances their marketing efforts and educates their stakeholders.
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Schedule DemoChallenges and Adaptability in Marketing
Navigating the renewable energy sector comes with its own set of challenges, and Jackie Mayan is well aware of them. One major challenge is combating misinformation about solar energy. “There’s misinformation about solar. And so you have to understand, you can get some opposition,” she noted. To address this, Sol Systems focuses on educating the public and providing clear, accurate information. This proactive approach helps in dispelling myths and building a more informed audience.
Image sourced from solsystems.com
The ever-changing regulatory environment also poses significant challenges. “The regulatory environment...changes constantly. And then depending upon what's going on in the political front...you have to be able to pivot and align,” Jackie pointed out. Staying agile and adaptable is crucial for navigating these changes. Sol Systems’ ability to pivot and adjust their strategies in response to regulatory shifts ensures they remain compliant and effective in their operations.
Jackie also highlighted the importance of planning and measurement in their marketing efforts. “Be mindful, plan...because it can get expensive and it can not work out well if you're not thinking through what's the messaging that you want to have,” she advised. Utilizing marketing automation tools and data-driven decision-making allows them to optimize their strategies and ensure they are effective. Focusing on planning and adaptability helps Sol Systems stay ahead in the dynamic renewable energy market.
Embracing Passion and Perseverance
Jackie Mayan's journey to her marketing role at Sol Systems is a testament to the power of passion, perseverance, and resilience. Her personal advice resonates deeply: “It doesn’t matter where you come from or where you’ve been, you can drive your own path.” Growing up with limited resources, Jackie’s determination to create a better future propelled her through working full-time while pursuing her education. She emphasized following your passion and aligning yourself with an industry or organization that excites you, as this alignment makes the hard work feel more fulfilling. By continuously learning and building your skill set, you can gain the confidence to achieve your goals. Jackie’s inspiring story is a powerful reminder that with grit and dedication, anyone can create a significant impact and find success, regardless of their starting point.
