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CreatedbyCreationPRFall2010
KassandraRicciKyriePerry
KaseyQuinnLisaReddy
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12GoodingAvenueBristol,RI02809
EastBayEnergyConsortium315IronHorseWaySuite101Providence,RI02908
DearMr.Carvello:
IamacknowledgingyouracceptanceofCreationPRasyourchosenPRrmfortheEastBayWindPowerinitiativeproposal.Thankyouforofferingusthisexcitingopportunitytoworkwithyou.Wewillperformandcompletethetermsofyouroffertothebestofourabilityandarecondentwewillbeabletonishbythediscusseddeadline.Asstated,wewillbeginworkonJanuary1st,2011.Wewillbeincontactinthenearfutureforanydetailsormaterialswewillneedforthecampaign.
Onceagain,thankyouforthisopportunityandifyouhaveanyquestionspleasedonothesitatetocontactme,AccountExecutive,[email protected].
Sincerely,
KassandraRicci
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TableofContents
Page1- ExecutiveSummaryPage2- ResearchPage9- PublicsPage10- ObjectivesPage13- TacticsPage16- EvaluationPage18- Budget
Page19- TimelinePage20- Calendar
APPENDIX
I- PressReleaseII- PressMaterialsIII- PSAsIV- FacebookV- Twitter
VI- EventFlyerVII- Q&AscheduleVIII- StickersIX- LetterX- NewsletterXI- InitiationXII- WebpageXIII- LogoRationale
XIV- PrimaryResearchXVII- ContactsandTitles
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ExecutiveSummary
CreationPRisaPublicRelationsCorporationwhosefocusiscraftingcreative,realisticpublicrelationsplans.TheseplansincludeasituationalanalysisandacampaignthatincludesallthenecessarypiecesofaPRplan:goals,objectives,strategies,tactics,aswellasbudgetandtimeline.CreationPRiscurrentlyworkinginconjunctionwiththeEastBayEnergyConsortiumtopromoteawarenessandpositivefeelingstowardsthebuildingofawindfarminTiverton,RI.Inthefollowingpageswehaveresearchedandanalyzedourtargetpublics.Wehavealsocompiledrelevantdatathathelpedusdevelopstrategiesandtacticsto[aidusincreatingasuccessfulPublicRelationscampaign.Ourtentativecampaignisbrieydescribedbelow.
Wecollectedtheopinionof39communitymembersoftheEastBayArea.Basedontheresultsofoursurveywedeterminedthat
ourprimarytargetpublicwillbevotersoftheEastBayArea,andoursecondaryaudienceswillbeenvironmentalistsandopinionsleaders.
Throughourresearchwefoundmanyopportunitiesforpromotionandexposure.Duringourcampaignwewilluseideastakenfromourresearch,todevelopasuccessfulplanofaction.
Ourstrategiesandtacticsarefocusedoninformingandpersuadingourtargetpublicthroughvarioustacticssuchassocialmedia,eventsandpromotionalmaterials.Thetacticswillbeinteractivetotargetthoseoftheyoungergeneration,whilethosetargetingtheoldergenerationwillbeinformativeanduseful.
WewillpromoteandincreasepositivefeelingsaboutthewindfarmwithintheEastBaycommunitytothebestofourability.ToensurethatthecampaigniscarriedoutsuccessfullyCreationPRwillconsiderevaluationmethodsbefore,throughoutandafterthecampaign.
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ClientResearch
CreationPRwasapproachedbytheEastBayEnergyConsortiumtohelppromotethepossibilityofamulti-townwindfarmbeingbuiltinTiverton,RhodeIsland.TheconsortiumismadeupofrepresentativesfromthetownsofNewport,Middletown,Portsmouth,Tiverton,LittleCompton,Bristol,Warren,Barrington,andEastProvidence.TheirmaingoalistoestablishawindfarmintheTivertonIndustrialParkthatwillprovideclean,reliableenergytoalloftheEastBay.Inorderforthewindfarmtobebuilt,thepeopleoftheEastBaycommunitymustvotewhetherornottheywantawindfarmintheirarea.TheConsortiumneedspublicrelationstoincreaseawarenessandpromotepositivefeelingsamongtheEastBayResidentsinorderforthevotetobeinfavorofbuildingthewindfarm.CreationPRwillcompletetheseobjectivesanddotheirbesttoachievetheirclientsgoalthroughvarioustactics.
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SituationalAnalysis
TheEastBaycommunityismadeupofninetownsincludingMiddletown,Warren,Barrington,Bristol,Portsmouth,Newport,andEastProvidence.TheEastBayhasapopulationof178,392citizens.ItsitsontheNarragansettBay,inSouthEastRhodeIsland.ThetermEastBayreferstothetownsresidingontheeastsideofthebay.ThetownsontheAquidneckIslandaresometimesreferredtoasTheIslands.Itisanareathatisknownforitstourisminthesummermonths,includingecotourism.RecentlytheEastBayAreahasbeensearchingforalternativesustainableenergysourcessuchaswindenergy.Windpowerispowerderivedfromwindandusedtogenerateelectricityormechanicalpower.Peoplehavebeenharnessingwindpowerformanyyearsthroughsailsandwindmills.Recentlyinthepastdecadeswindturbineshavebecomeanewtrendinalternativeenergy.ThewindenergymovementstartedinEuropeandhasslowlybeenbroughtovertotheUnitedStates.Windpowerisgeneratedfromturbinesthatcanbeastallas20-storybuildingsandhavethreesixtymeterblades.Thelargerwindturbinescangenerateenough
energytopowerandaverageof600UShomes.
1
Aftertheturbineiserectedthecostofproducingtheenergyisvirtuallynonesincewindisfree.CommunitiesintheEastBayhavealreadyadoptedwindpowerasanenergysource.PortsmouthAbbeyandPortsmouthpublicschoolshaveerectedturbinestohelpreduceenergycostsforthecommunity.ThelocationoftheEastBayareamakesitanoptimallocationforawindfarmduetothehighcoastalwindsthroughouttheyear.ThegreaterEastBaycommunitywillbenetgreatlyfromthesustainableenergygeneratedfromtheproposedwindfarmfarformanyyearstocome.
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supportwindpowerbecauseitwillprotecttheircommunitysenvironment.Forty-onepercentofpeoplestronglyagreetheywouldsupporttheuseofwindpowerbecauseit producesgreenelectricity.Eighty-eightpercent
ofpeoplewouldstronglysupportorsupportwindpowerbecauseitisarenewableresource.Forty-sixpercentofpeoplewhotookoursurveybe-lieveintheimportanceofusingandndingalternativeenergysources.Wethen informedthe participantsabout thepossibilityofa windfarmin theTownofTiverton,theirlocalcommunity.Afterndingoutthis in-formation41%ofpeoplestronglydisagreethatthisnewinformationhaschangedtheiropiniononhavingawindfarmintheirarea.
Sixty-onepercentofpeoplestronglyagreeor agreetheywouldvotetopassaproposaland54%wouldinformfamilyandfriends.Seventy-onepercentofpeoplewouldsupportwindpowerifitpromisedtoprotecttheanimalsandtheecosystemsofthearea.Twenty-onepercentofpeoplewouldsupportthewindfarmifitdidnotdirectlyaffecttheappearanceoftheirimmediateenvironment,18%areneutraland.1%stronglydis-agreed.Seventypercentofpeoplewouldsupportthecreationofawindfarmifitcreatedmorejobs.
Demograpics-
Forty-onepercentofparticipantsweremaleand59%percentwerefe-male.Sixteenpercentwerebetweentheagesof18and25,21%were
betweentheagesof25to30,33%betweentheagesof30-40,38%betweenagesof40-60,and.1%overtheageof60.Twenty-threepercentwerehighschoolgraduates,41%hadacollegedegreeand15%hadagraduatedegree.Eighteenpercentmadeunder$20,000,18%madebetween$20,000and$40,000,36%madebetween$50,000to$80,000,
and 0.2% madeover$80,000.Twenty- sixpercentweredemocrats,26%wererepublicans,and44%wereindependent,nootherpartieswererepresented.
Oursurveyshelpedusdeterminethebeliefsandopinionsofourtargetpublicandwillhelpusdevisethebestpossibleobjectivesandtacticsforourcampaign.
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ContentAnalysis-
Introduction-ForourcontentanalysisweusedthesearchdatabasesofLexsisNexsisandProQuest.Weusedthesearchtermswindfarm,windenergy,and wind power inbothdatabases.Our search resultsfromLexsisNexiswerelimitedtoresultsfromMassachusettsandRhodeIslandfromthelasttwoyearsonLexsisNexsis.Ouroriginalsearchesforeachofthethreesearchtermsyieldedoverthreethousandresults.Wefurtherrenedoursearchtoincludeonlyresultsinnewswires&pressreleases,newspapers,andmagazines&journals.Oursearchyieldedacombinedtotalof997articlesofwhich193appearedrelevant.OursearchesfromProQuestwerelimitedtoresultsfromRhodeIslandnewsarticles
publishedinthelasttwelvemonthsthatincludedoursearchterminthedocumenttext.Oursearchyielded339resultsandofthese86were
relevant.
Economical-
Onehundredandsixty-sixofthearticlesfoundfocusedontheeconomicalaspectsofwindfarms.Costisaprominentandreoccurringissueinbothourcontentanalysisandsurveys.
ManypeopleareagainstthewindenergyinitiativebecauseofthehightaxincreasethatitwillimposeonthecitizensoftheEastBayArea.AcriticoftheRhodeIslandwindpowerprojectsaysthatasthestatecommitsitselftoenvironmentally-friendlyenergy;itisalsocommitsthepopulationtohigherinitialenergycosts.
2Thelocationofthepotentialwindfarmis
benecialbecauseitiscentrallylocated,whichallowsitthecapabilityofprovidingenergyto theentireEastBayarea.Becauseourclientwouldgiveenergytomultiplecommunities,productioncostwouldbe
signicantlycutandlowerenergycostswouldresultfortheeffectedresidents.
3GaryPlunkett,TivertonConsortiumrepresentative,
emphasizesthebenetofthetowncollaborationwiththewindpowerinitiativebystatingBuildingnine[turbines]inonelocationisalotcheaperthanbuildingnineinninelocations.
4
Amajorpointpresentedinfavorofwindpoweristheamountofjobsthatwouldbecreatedwiththeconstructionofawindfarm.Thisconstructioncould potentially generatebetween35-50 local short-termconstructionjobs,aswellassixpermanentfulltimejobsforeveryeightwindturbinescreated.
5TheChiefOperatingOfcerofDeepwaterWindsaidthatthe
processofbuildingwindfarmswillallowcitizenstodesigntheproject,assembleitscomponentsandinstallthem,and,inthelongerterm,couldleadtothousandsmorejobsmanufacturingturbineparts.
6Windfarms
harnessfreenaturallyexistingwind,insteadofburningfuelsthatreleasehazardouschemicalsandtoxinsintotheatmosphere.
OurclientwouldsavetheenvironmentandhelprebuildtheeconomyofRhodeIsland,makingRhodeIslandafrontrunnerinthegreenenergyinitiative.
Enviormental-
Environmentalconcernswerethesubjectof76articlesmakingitthesecondmostprevalenttopicfoundinourresearch.Windpowerispromotedasanenergysourcethatisfarsuperiortotheburningoffossil
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fuel,generatingnoneofthegreenhousegasesthatsomescientistssaycontributetoclimatechange.Environmentalissuesassociatedwithwindpower canbe overcome, providedthatwindfarmsare developedwith
sensitivitytowildlifeandhabitats.7
Manypeoplefearforthesafetyofwildlifeinthearea.Studieshavefoundwindpowerturbinesin Washington andOregonalone during in2009-2010havekilledatleast10,000birdsandbats.
8Environmentalistsknow
thatwindturbinescanbedamagingtowildlifeinregardstobothanimalsandtheirhabitats.
9Manycitizensfearthattheturbineswillruintheaes -
theticappealoftheircommunity.Thelargeturbinestructuresmayirrepa -rablyharmpristineoceanviews
10andcouldresultinadeclineintourism
inthearea.11
BillMoore,theco-founderoftheAtlanticRenewableEnergyCorp.saidthereisnoquestionthattheenvironmentalconsequencesofnotbuildingawindfarmarefarworsethantheveryminorconsequencesofbuildingone.
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PublicOpinion-
Thirty-sevenarticlesfounddidnotshowfactualevidencebutpurelystat-edpublicopinions.
ThisisawinforRhodeIsland,saidGovernorCarcieriinregardstotheapprovalofDeepwaterWind,anewoffshorewindfarmproject.
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EnvironmentalistshavecriticizedCarcierisroleintheventureoftheDeepwaterWindproject.
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ManycitizensofRhodeIslandhaveralliedbehindthecauseandareea-gertobeginworkonthewindfarm.JohnGrady,executivedirectorfortheRhodeIslandManufacturersAssociationstated, weareexcitedto
demonstrateourcommitmenttosustainabilitywhilepromotingrenewableenergycerticatestolocalmanufacturers.
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Paul,41,ofWarwicksaidhehopesthatrenewableenergywillpresentnewopportunities.Itoldmy family,Imgoingtobuildwindmills,saidPaul,whoismarriedwiththreechildren.Itsthefutureofourindustry.
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ManypeopleareexcitedaboutthenewdirectionsthisprojectcanbringtoRhodeIsland.Itsprettyexcitingtoseethistypeofeclecticmixoftownsworking together toachieve their renewableenergy goals, saidKeithStokes,ExecutiveDirectorofthestateEconomicDevelopmentCorporation.17
Thiscouldbringourstatebackinaverybigway,saidRayDiPasquale,presidentoftheCommunityCollegeofRhodeIslandandcommissionerofhighereducation.
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Conclusion-
Ourcontentanalysisbroughtustotheconclusionthatourbiggestissueswhenshapingourcampaignwouldbeeconomicandenvironmental.The
peopleoftheEastBayareworriedaboutthehighcostofthewindturbineproducedenergy.Theyfearthattheywillneverseetheeconomicalben-etsofthewindfarmpricebreaksintheirlifetime.Wecanusethisinfor-
mationtolaterformulateagoalortacticthatconvincesthemwindpower
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isgoodbyeducatingthemthatthelongtermbenetsofwindpowerout-weightheinitialincreaseinprice.Therearealsoseveralenvironmentalreasonswhypeopleareopposedtowindfarms.Thetargetpubliciswor-
riedabouttheeffectsofthewindturbinesontheecosystemsandanimallifeofanarea.Knowingthatthisisamainconcernofourclientwecanformulateamessagetoinformofthemeasuresthewindfarmistakingtoprotectthelocalenvironmentandwildlife.Lastly,ourresearchshowedussomefactsaboutourtargetpublics.
Thegroupwithinourtargetpublicthatisleastlikelytovoteinfavorofthewindfarmistheoldergeneration.Theywillmostlikelynotseethenan-cialbenetsofwindpower.Thereforewecancraftamessagetailoredspecicallytothem,playingontheemotionalappealofprovidingaclean-erenvironment fortheir childrenand youngerrelatives.Weknownowthatwemustinformourpublicsthatevidenceshowsthattheinvestmentinwindpowernow,despiteitsinitialexpensivedrawbacks,willresultinagreatenvironmentalandeconomicgainthatwill,inthelongrun,changeRhodeIslandsreputationforthebetter.Theinformationfoundinourcon -tentanalysiswillhelpusoptimallyshapeourcampaigntobestinformandpersuadeouraudienceonthebenetsofawindpowerinRhodeIsland.
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Publics
PrimaryPublic:
VotersoftheEastBayRationale:VotersoftheEastBayareourprimarypublicbecausetheyarethepeoplethatwillbemostdirectlyimpactedbytheWindPowerinitiative. There ismuchcontroversysurrounding thepossiblewindfarmduetothehighprice.PlacingwindturbinesinTivertonwillraisetaxesforthoselivingintheEastBayandourcampaignwillstrivetoconvincethemthatthebenetsoutweighthenegativeaspects.Weunderstand thatourprimarypubliccoversa largelydiversepopula-tionandwilltakeit intoconsiderationwhenshapingourmessages.
Wewillshapethemessagesdifferentlywithintacticstoensurethatallmembersofthepublicarebeingreached.SpecicmessagessuchasVoteforyourchildrensfuture.VoteyesforWindPower!willbeusedtotargetthoseoftheoldergenerationwithinourlargetargetpublic.WhilemessagessuchasUseit,dontletitblowaway!willfocusontheyoungergenerationbecauseitpaintsthepictureofabetterfutureforthem.Thereforewecanreachourwholepublicbyvaryingthemessagesusedthroughoutourtactics.
SecondaryAudiences:
EnvironmentalgroupsRationale: The environmental groups we have chosen included,Rhode Island Wind Alliance, Rhode Island Nature Conversancy,RhodeIslandAudubonSocietyandtheEastBayEnergyConsortium.
TheseenvironmentalgroupsarethemostprevalentinRhodeIslandandshownconcernwithclientssimilartoWindPower.Windturbineshavebeenasourceofconictforthesegroupsinthepastandwilldi-
rectlyaffecttheenvironmentandeverythingtheenvironmentalgroupsstandfor.Itiscriticaltoensureourmessagesareaccuratelydissemi-natedtoourtargetaudiencesotheyfeelgoodaboutWindPowerandvoteinfavorofpassingtheproposedwindfarminTiverton,RI.En-vironmentalgroupsarenon-protandthereforeareagainstpoliciesthatwere/arewrittenandsignedintolawbybothgovernmentandbigbusinesses thatareharmfulto humansandtheearth.Environmen-talgroupsunderstandtheimportanceofrecycling,carpooling,greenconsumerismandthegivingtobetterotherorganizations.
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OpinionleadersRationale:Ourtargetaudience,opinionleaders,iscomposedofmajorguresintheEastBaycommunityincludingformalopinionleaderssuchaselectedofcialsandrepresentativesoftheEastBayEnergyConsortium andinformalopinion leaders such as lobbyists, CEOsandbusinessexecutives.Opinionleadersareinterestedinaparticu-larissue,knowledgeable,consumersofthemassmedia,earlyadopt-ersofideas,andgreatorganizers.Thisaudiencehasrecognitionandischarismatic,sincere,typicallygoodlookingandhasexpertise.
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Goal-
TheoverallgoalofourcampaignistohavetheproposedwindfarminTiverton,RIpass.ThepeopleoftheEastBayAreamustvotefororopposedtothewindfarminitiativeonthevoteonMay3rd,2011.WeatCreationPRwanttoinformandconvinceourpublicsofthemanybenetswindpowerhasforthem,inordertopersuadethemtovote.Inordertodosowewillcreateobjectivesthatareinformational,attitudinalandbehavioral.Ifsuccessfullycarriedout,these objectives,combinedwithourtacticswill helpachieveouroverallgoal.Wewillincreaseawareness,promotetheinitiativeandanadditionalincreaseofvotersatthepolls.WewillcarryoutthecampaigntothebestofourabilityandallowfortheEastBaytobecomeaprominent,sustainableenergycommunity.
Objectives-
InformationalObjectives:
Toinform3,000householdsintheEastBayareaofthebenetsofwindpowerbyFebruary1,2011.
To inform 100% of our targeted environmental groupsaboutthewindfarminitiativebyFebruary1,2011.
Toinform100%ofouropinionleadersaboutthewindfarminitiativebyFebruary1,2011.
Rationale:Manymembersofourtargetpublicareuneducatedaboutthebenetsofwindpower.RhodeIslandhasjustbeguntoconsideralternativeenergysourcessuchaswindenergyandourpublichaslimitedpriorknowledgeofwhatwindpowercoulddofortheircommunity.Ifeducatedtheycouldmakeaninformeddecisionwhenvotingatthepoles.Wehopethatbyinformingopinionleadersandenvironmentalgroupstheywillspreadthewordandinformotherswithintheirorganizationsandcommunities.
Wewillaccomplishthisthroughuseof:SocialMedia/WebContentPromotionalMaterials
LettersRadioPSAsPressReleasesNewsLetters
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SalientInformation
Flyers Letter
Newsletter
AttitudinalObjectives:
Tomake5,000votersfeelpositivelyabouttheprospectofawindfarm
inTiverton,RIbyMarch1,2011.To promote positive feelings among our targeted environmentalgroupsby75%regardingthewindfarminitiativebyMarch1,2011.Tohave75%ofopinionleadersagreethatthewindfarminitiativeisimportantbyMarch1,2011.
Rationale:TheplacementofwindturbinesintheEastBayAreaisverycontroversialduetovariouseconomicalandenvironmentalreasons.OuroverallgoalistogetvotersoftheEastBayAreatovoteinfavorofawindfarmtobebuiltinthecommunity.Inorderforthistohappenthepeopleof
thecommunitymustfeelpositivelyabouttheinitiativeandknowthatitwillbenettheircommunity.
Wewillaccomplishthisthroughuseof:EventsSocialMedia/WebContentHandouts
Media
Press
Releases
Social
Media
Radio
PSAs
Promotional
Tote
WindTurbine
Sticker
Events
Question&AnswerSession
EarthDayFamilyPicnic
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Promotional
Tote
WindTurbine
Sticker
BehavioralObjectives:
To have 60% of opinionleaders promote the windfarm initiative to East BayvotersbeforeMay1,2011.
Rationale:Opinionleadersareviewedasknowledgeableanddepend-ablebyourtargetpublic.Havingopinionleaderspromotethewindfarm
totheircommunitywillbebenecialtoourcampaignbecauseourtargetpublicwillndthemcredible.
Tomake5,000votersEastBayPopulationvotein favorof thewindfarminTivertonattheelection.
Rationale:OurmaingoalofourplanistohavethewindpowerinitiativepassthecommunityvotetobebuiltontheTivertonIndustrialPart.Con -vincingourtargetpublicsisacrucialsteptoachievingthisgoal.
Wewillaccomplishthisthroughuseof:EventsSocialMedia/WebContentRadioPSAsPressReleasesHandouts
Faceboo
Online
Media
Press
Releases
Social
Media
Radio
PSAs
Events
Question&AnswerSession
EarthDayFamilyPicnic
Promotional
Tote
WindTurbine
Sticker
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Tactics
PressMaterials-Ourcampaignplanstoreachlocalmediaoutletsthroughpressreleases,newsworthystoriesandradioPSAs.
PressReleasesWewillpitchpressreleasestotheSakonnetTimesandTheProvidenceJournalbecauseEast Bayresidences subscribeto or purchasethesenewspapersthemost.Ourreleasewouldhighlightandinformreadersoftheupcomingvoteinvolvingthewindenergyinitiative.Becausethisinitia-tiveinvolvesavotingmatter,itisnewsworthy,thereforebydefaultitwouldruninthelocalnewssection.
RadioPSAsWewill send radioPSAspromotingWindPower tolocal radiostationsthroughoutRhodeIsland.Wewillrequest92.3ProFMtoairourreleaseduringthemorningandeveningrushhoursbecauseitisthemostlistenedtoradiostationinRhodeIsland.NintypercentofRhodeIslandresidentsareemployed,thereforearedrivingtoandfromworkduringrushhour.
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ArticleTheBaymagazineisafreemagazinepublishedbyProvidenceMonthly.Over14,000copiesaredistributedtohundredsofbusinessesand
gatheringplacesthroughouttheEastBayareaeachmonth.Wewillpitchastoryabout thewind farminitiativeandrequestit beplaced in TheBuzzsectionbecausethisisthesectionthatrunslocalissues.
WhyitWillWorkTheuseofthesemediumswouldallowourmessagestoreachvastaudienceswithintheEastBayarea.Wechosethesespecicbusinesses
torunourpressmaterialsbecausetheywilltheywillexposeourmessagesbeyondourtargetpublic.TheSakonnetTimesalonecirculates7,019copiesweeklyexposingourmessagestomanymore.Whenexecuted,wewillevaluatetheexposureofourmessagebyreviewingthenumberoftimesourpressmaterialsarerunorairedthroughoutourWindPowercampaign.
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SocialMedia-Wewill usevarioustypesof socialmedia andweb contentto interactwithanddisseminateourmessagestoourtargetpublic.WewillcreateaFacebookandTwitter.Wewillusethesewebtoolstoinformourtargetpublicsofupcomingevents,newsandphotosoftheEastBayWindcam-paign.Thiswillgiveustheopportunitytoconnectwithourtargetpubliconapersonallevel.Whentheyareabletointeractandsharetheiropinionswithothersitgivesourtargetpublicachancetofeelmoreinvolvedinthecampaign.
FacebookFacebookwillactasourmainformofsocialmedia.EachofthetownshavepreviouslyestablishedFacebookpageswherewecanpostourcon-tentanddirectthemtoourmainpage.Onourmainpagewewillhave
linkstoallofourcampaignmaterialsandcalendar.WewillpostforumtopicsthatwillfacilitatediscussionamongstmembersandEastBayWindStaff.Thiswillallowustoheartheiropinionsandclearupanymisconcep -
tionstheymayhave.OurFacebookpagewillalsolinkcontenttoandfrom
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ourtwitteraccountandwebpage.Wewillcontinuouslytweakourmessagesreleasedtotargetthedifferentaudienceswithinourpublic.
TwitterWewillutilizetwittertotweetaboutourupcomingevents,recapsofnewscoverageandphotos.AlsoourtweetswillincludefactsandstatisticsthatwillinformourpublicabouttheEastBayWindinitiative.
WhyitWillWorkThemajorityofourtargetpublicisconsideredtech-savvyandusestheInternetasoneoftheirmainwaystocommunicateandobtaininformation,whichiswhysocialmediaiseffective.Webcontentisaccessible24/7allowingustohaveourmessagescontinuouslyexposed.Socialmediaiscostefcientandenableswidespreaddistributionofinformation.WewillscheduleourTwitterandFacebookstatusesthroughourHootsuiteontherstofeachmonth,toensurethatwedisseminateourmessagestoourtargetaudiencesequally.
Whenexecuted,wewillmonitorthenumberof friends,commentsandlikesonourFacebookpagetoevaluatetheeffectivenessofthistactic.TomeasuretheeffectivenessofTwitterwewillcountthenumberoffollowers,mentionsandretweets.
Events-
WewillholdeventsforourtargetpublicsuchasanEarthDayPicnicandQuestion&Answersessionstoinformandeducate.Whenbeinginformedaboutacause,peoplerespondbesttohands-onexperienceandface-to-facecommunication.
EarthDayFamilyPicnicWewillhostafamilypicniceventinColtStateParkonEarthDay(April22,2011)4pm.HostingtheeventonEarthDaywillbeappealingto
environmentalistsbecausetheyadvocatethepreservationofthecommunitiesexternalsurroundings.Bygatheringthecommunitytogetherfortheproposedwindfarmcause,environmentalistswillbegintoaccepttheideaasasocialnorm.Theywillthenforgeapsychologicalconnectiontothebenetsofawindfarmfortheircommunity.
Ourendorsementattheeventwillbebenecialforopinionleaders,asitwillsolidifythecredibilityofourclientthroughfavorablestatementssaidbyexpert,Jeanne-MarieNapolitano,MayorofNewport.Consortiumrepresentativeswillalsobetherepresentingstatisticsthroughvariousspeechesattheevent.Ourfamilypicnicwillengagethegeneralpopulationofourpublicbecausetheeventisafun,feelgoodwayforfamiliestospendtimelearningabouthowourclientwillestablishagreenertomorrow.
Question&AnswerSessionWewillholdaquestion&answersessionduringthebimonthlyMondaynightTownCouncilmeetingsthroughouttheEastBayarea.EachtownwillhosttheEastBsyEnergyConsortiumrepresentativesforoneTownCouncilmeeting,toallowthepublictobeinformedandtoaskandques-
tions.RegularTownCouncilmeetingsarecommencedon thesecondandfourthMondayofeachmonth.ThiswillallowourpublictoaskanyquestionsthattheymayhaveandbecomemoreinformedonthebenetsofWindPower.
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WhyitWillWorkFace-to-facecommunicationistranspiredbestatevents.Hencethereasonoureventswilleffectivelyreachourpublicthroughaudience
participationand two-waycommunication. Attendees atour eventswillhelpprovidenecessaryfeedbackwhichwewouldusetohelpimproveourcampaign.
Whenexecuted,toevaluatewewillcountattendanceateacheventandtheamountofone-on-onecommunicationweexchangewiththosein
attendance.
SalientInformation-We will create informational materials todistribute at the events heldthroughout ourcampaignto better spreadourmessages andpromoteawareness.
StickersWewillprintcircle-shapedstickerswithourlogoandthephraseVoteYesforEastBayWind!.Thesestickerswillbedistributedtoourpublicatvariouseventsheldthroughoutourcampaign.Itwillserveasareminderforpeopletovoteintheupcomingelection.
Windturbinepencil
AtourEarthDayPicnicwewillhandoutpencilsshapedlikewindturbinestofamilies.Theseturbinepencilswillincludeourlogoandsloganwindpowerisabreeze.
LettersWewillsendletterstovariousenvironmentalorganizationsinRhodeIsland.Theseletterswillincludefactsandstaticsthatwillinformthe
targetaudienceofEastBayWindsintentions.Wewillaskforthesupportoftheirorganizationandtheirmembers,andinvitethemtobecomemoreinvolvedwiththecause.
ToteBagsWewilldistributetotebagswithourlogotoorganizationmembersandvariouspeoplewhoattendeventsthroughoutourcampaign.Thesebagswillspreadthewordandreinforcepositiveopinionsamongthepublicsaboutourinitiative.
Newsletters
Newsletterswillbedraftedwithstatistics,surveysandpolls,togetthesupportofopinionleaderssuchas,electedofcialsintheEastBayarea,andbusinessexecutives.TheletterswillinformouraudienceofourplansandupdatesabouttheEastBayWindFarm.Theywillthenbedistributedaccordinglytothespecicopinionleaders.OurNewsletterwillbeginwithasimplehypotheticalstoryaboutwhatourclientwoulddotobetterfuturegenerations.Thisstorywill brieyillustratethe situationwhilegraspingouraudiencesattention.
Invitation
Invitationswillbesentouttotheopinionleaders,invitingthemandencouragingthemtoattendoureventaswellasengageinourcampaign.Wewillsendoutthesepersonalizedinvitationsasawaytoreachoutto
thespecicindividuals.
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WebpageWehavecreatedthewebpageeastbaywind.com.ThiswebpageprovidesthetargetpublicwithaccesstomoreinformationabouttheWindPower
project.TherewillbeaFrequentlyAskedQuestionssectionthatwillprovideanswerstogeneralinquiries.Thewebpagewillalsoincludesev-eraloneclickredirectingtoplacessuchastheEastBayEnergyConsor-tiumwebsiteandotherrelevantlinks.ThewebsitewillincludeasidebarthathasourcontactinformationandlinkstooursocialmediasitessuchasTwitterandFacebook.
FlyersWewillproduceyersandplacethemonthebulletinboardsatseverallocalbusinesses like,SpringBreakTanningin Bristol,JackiesGalaxyalsoinBristol,FederalHillPizzainWarren,variousStopnShopandCVS
locationsthroughouttheeastbayarea.Theywillhavefactsandstatisticsaswellasourlogoandgraphics.AsamplecanbefoundintheAppendix.
WhyitWillWorkOursalientinformationwillinformourpublicofourcampaignandeventswhile spreadingour messages. Theuseofnon-verbal communicationandappropriateplacementwillensureweeffectivelyreachourpublics.Ourletters,newslettersandinvitationswillselectiveexposespecicaudienceswithinourpublictoguaranteewereachthemappropriately.
Ourothersalientinformationwillserveasaconstantreminderoftheupcomingvote.
Whenexecuted,wewillcreate1,000stickers,150windturbinepencils,250totebagsand500yers.Wewillkeeptrackofhowmanyofthosesalientmaterialsweredistributedandevaluatethemessageexposure
accordingly.
Evaluation-
CreationPRwillbeusingvarioustypesofevaluationmethodstodeterminethesuccessofourtacticsandobjectives.
InformationalObjectivesToevaluateour informationobjectiveswewillbe usingmeasurmentofexposureandaudienceawareness.Thesemethodswillallowustoevalu -
atethenumberofpeoplewhoareinformedandawareofthewindpowerinitiative.
Toinform3,000householdsintheEastBayareaofthebenetsofwindpowerbyFebruary1,2011.Toinform100%ofourtargetedenvironmentalgroupsaboutthewindfarminitiativebyFebruary1,2011.Toinform100%ofouropinionleadersaboutthewindfarminitiativebyFebruary1,2011.
MeasurementofExposure-AdvertisingEquivalency:Wewillevaluatethenumberoftimeswindpowerinitiativewasmentionedinvariouspressanddeterminethecostitwould
havebeenifithadbeenpaidexposure.
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HitsonInternet:Wewilldeterminethenumberofvisitorsonwww.East-BayWindPower.combyplacingatickeratthebottomofthepage.
AudienceAttendance:Wewillcounteachtheattendeesofalloureventsthroughoutourcampaign.
MediaImpressions:Wewilldeterminethenumberoftimesourmessagesandtacticsaredisplayedinthemediaandfromtheredeterminetheap-proximatenumberofviewers/listeners/subscribersthatwereexposedtoourmessagefromeachmediaandaddittogether.
MeasurementofAudienceAwareness-Surveys:Wewill useaudiencesurveysbeforeandafter thecampaigntodetermineifourmessageswerereceived,gainedaudienceattention,
understoodandretained.
AttitudinalObjectivesToevaluateourattitudinalobjectiveswewillusebaselinestudiestomeasureattitudesofthepublicbefore,duringandafterthecampaign.
Tomake5,000votersfeelpositivelyabouttheprospectofawindfarminTiverton,RIbyMarch1,2011.To promote positive feelings among our targeted environmentalgroupsby75%regardingthewindfarminitiativebyMarch1,2011.
Tohave75%ofopinionleadersagreethatthewindfarminitiativeisimportantbyMarch1,2011.
MeasurementofAttitudes-BaselineStudy:Wewillyouabaselinestudytomeasuretheattitudesofourpublicbefore,duringandafterourcampaign.
MeasurementofSupplementalActivities-CommunicationAudit:Wewillusecommunicationauditstoanalyzeourcommunicationactivitiessuchasoursocialmedia,webpage,events,in-formationalyersandpromotionalmaterials.
BehavioralObjectivesToevaluateourbehavioralobjectiveswewillusemeasurementofexposure.InordertoachieveourgoalweneedtoincreaseattendanceofthosewhowillvoteinfavorofWindPoweratthepolls.
Tohave60%ofopinionleaderspromotethewind farm initiativetoEastBayvotersbeforeMay1,2011.Tomake5,000votersEastBayPopulationvotein favorof thewindfarminTivertonattheelection.
MeasurementofExposure-AudienceAttendance:Wewillcounteachtheattendeesofalloureventsthroughoutourcampaigntodeterminemeasurementofexposure.
MediaImpressions:WewilldeterminethenumberoftimesourPSAran
onthelocalstation92.3ProFMandfromtheredeterminethenumberoflistenerswhoheardourPSA.OurPSAisacalltoactionencouragingourpublictovoteintheupcomingelectioninfavorofWindPower.
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Budget
Webpage- Free
RadioPSA- FreeTheBayarticle- Free
FacebookPage- Free
Twitter- Free
Stickers(1000)- $25.00
WindTurbinePencils(150)- $84.50
Totebags(250)- $125.00
EarthDayFamilyPicnic-
Food&CateringSupplies(DonatedbyLeosRistorante+WarrenHouseofPizza)-$845.45
Speaker,Jeanne-MarieNapolitano-Free
Music(servicesprovidedbyTivertonHighSchoolMarchingTigerBand)-Free
GeneralOfceMaterials(paper,envelopes,etc.)- $367.00
Printing(yers,letters,newsletters,etc.)- $495.75
CampaignTotal$1097.25
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Timeline
September2010 17th-GroupassignedtoWindPowerproject 27th-SurveyDesignCompleted 29th-DistributedsurveysOctober2010 5th-Completecontentanalysis 12th-Compileandcompleteresearch 18th-BeginProgramPlanning 25th-Outlinecampaigngoals,objectivesandmessages
November2010 10th-Final izedtargetpublic
18th-Finalizelogoandthenme December2010 6th-Solidifykeymessagesandslogans Campaignplanning
January2011 Campaignplanning
February2011 Campaignbegins
March2011 Campaigncontinues
April2011 Campaigncontinues(SeeCalendar)
May2011 3rd-Electiontakesplace 9th-BeginEvaluation 30th-CompileandCompleteevaluation
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Calendar20
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Appendix
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PressReleases
GeneralRelease EarthDayPicnicRelease
FOR IMMEDIATE RELEASE
EAS BAY ENERGY CONSORIUM O HOS PICNIC FOR EAS BAYRESIDENS O INCREASE AWARENESS OF PROPOSED WIND FARM.
Bristol, RI - o celebrate Earth Day, East Bay residents are invited to join theEast Bay Energy Consortium at a amily picnic on Friday, April 22, 2011 at4pm at Colt State Park in Bristol, RI. Tis event will raise awareness o theWindPower initiative in iverton, RI.Te event will eature expert speaker Jeanne-Marie Napolitano, Mayor oNewport along with representatives o the East Bay Energy Consortium toanswer any questions residents might have about the proposed wind arm.Te picnic will eature educational, amily and community-oriented activi-ties.Tere will be ood donated by Leos Ristorante o Bristol and the Warren
House o Pizza. Members o the iverton High School Marching igerBand will provide music.We are really happy to be able to bring the community together and getthem as excited about wind energy as we are, said East Bay Energy Consor-tium member Donald Bollin.Te April 22nd event will start at 4pm and continue until 7pm. Te FamilyPicnic event will take place at Colt State Park of o Hope Street, in Bristol,Rhode Island. More inormation can be ound under the events tab at www.EastBayWind.com.
###
FOR IMMEDIATE RELEASE
WIND FARM PURPOSED IN IVERON, RI: HAVE YOUR WIND ANDUSE I OO
iverton, RI- Te East Bay Energy Consortium along with WindPower, pro-posed a wind arm to be located in iverton, RI and built in spring o 2011. Iapproved, the arm will afect all towns in the East Bay area.
East Bay Energy Consortium represents the towns o Warren, Barrington, EastProvidence, Portsmouth, Little Compton, iverton, Middletown and Newport.Te iverton Industrial Park is the proposed area or the wind arm, whichcould potentially have 8-10 wind turbines.
Placing wind turbines or several communities at the same site could con-siderably cut development costs said Gary Plunkett, ivertons Consortium
representative. Te ormation o this consortium both costs cost and allows ormore energy to be harnessed according to Rhode Island state regulation.Individually, each town by law is able to produce 3.5 megawatts o energy,together they are allowed up to 31.5 megawatts.
Question and answer sessions will be held at the town hall o each East Baytowns on various dates to elaborate on the initiative. Te panel will includeeach towns consortium representative as well scholars o the local area.
For more inormation about the East Bay Energy Consortium, please visitwww.eastbaywindpower.com
###
CreationPR
12 Gooding Ave
Bristol, RI 02809
P 401.555.6824
F 401.555.6823
www.EastBayWindPower.com
CreationPR
12 Gooding Ave
Bristol, RI 02809
P 401.555.6824
F 401.555.6823
www.EastBayWindPower.com
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PressMaterials
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itle: General Vote or WindPowerWriter: Lisa Reddy and Kasey Quinn
Length: 15 seconds
What should you be doing May 3rd, 2011? Voting YES or wind power. Te pros-
pects o this new wind arm will provide the East Bay Community with a cleaner
and brighter tomorrow. For more inormation, visit www.eastbaywindpower.com.
Tis message is brought to you by East Bay WindPower.
###
itle: General Vote or WindPowerWriter: Lisa Reddy and Kasey QuinnLength: 30 seconds
What should you be doing May 3rd, 2011? Voting YES or WindPower. Tis is a
chance to change the uture o the East Bay community. Wind power not only helps
the environment but will ofer clean renewable power or as many as 7,500 homes
in your area. For more inormation please visit www.eastbaywindwindpower.com
and remember by voting yes you are breezing into a more sustainable uture. Tis
message is brought to you by East Bay
WindPower.
###
RadioPSAs(2)
RadioPSAs
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EventFlyer
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Q&ASchedule
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Stickers
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Letter SampleOpinionLeaderLetter
o: Jeanne-Marie Napolitano
From: Kassadra Ricci- Account Executive East Bay Wind Power
Date: February 4th, 2011
RE: Support or Proposed Wind Farm in iverton RI
Dear Mayor Napolitano:
On behal o East Bay Wind, and the East Bay Energy Consortium, I would like totake the time to inorm you about the great strides we are making or the proposedwind arm in iverton, RI and all the beneits that it will create. he nine individualturbines that will be built will represent the nine towns in the East Bay.
Wind power has been bettering the lives o people around the world. It is a clean wayto use energy that does not involve any harmul toxins that are created with ossiluels and oil wells. Using wind turbines to harvest this wind is an easy way to powerhomes and businesses in the surrounding area.
he success o previous wind turbines built in places like Portsmouth, have given usconidence o the projected success o this wind arm, and conidence in the success
o our uture.
Having your support during this critical time in our initiative will be most beneicialto our eorts. I you have any urther questions, please contact me [email protected] or log onto our website www.eastbaywindpower.com.
Tank you or your time, and I look orward to hearing rom you.Sincerely,
Kassandra Ricci
CreationPR
12 Gooding Ave
Bristol, RI 02809
P 401.555.6824F 401.555.6823
www.EastBayWindPower.com
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Newsletter
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PersonalizedInvitation
Dear Mr. Carvello,
Jeanne-Marie Napolitano, Mayor o Newport andboard member o the East Bay Energy Consortium
will be speaking on behal o Earth Day and East BayWindPower. We would like to personally invite you
to be our honored guest.Please R.S.V.P. by calling (401) 555-6824 or emailing
us at [email protected]
Tank you,East Bay WindPower
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WebpageLayout
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LogoRationale
Wecreatedthislogoasarepresentationofbothwindpower,andthestateofRhodeIsland.Itisimportantthatthelogonotbetoocomplex,asmessageswillgetmisinterpreted.
ByincorporatingthestateofRIinourlogoweareremindingourpublicthatourclientwillbenettheentirestate.
Thewindturbineinourlogodoesnotmerelyrepresenttheiinwindbutalsoisrepresentstheareainwhichtheproposedwindfarmwouldgo,hencetheturbinedeliberatelypositionedonTiverton.
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PrimaryResearch
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Endnote
1.Windpower.(n.d.).Retrievedfromhttp://environment.nationalgeographic.com/environment/global-warming/wind-power-prole/2.Timefordecisiononwindenergy.(2010,January17).TheProvidenceJournal,F.1.RetrievedDecember8,2010,fromProvidenceJournal-
Bulletin.(DocumentID:1941610361).
3.TheAssociatedPress,.Tivertonsuggestasbestsiteforwindfarm.NewportDailyNews(2010):Web.9Oct2010
4.AlexKuffner.(2010,October17).Townsjoinincommoneffort:energy.TheProvidenceJournal,A.1.RetrievedDecember8,2010,from ProvidenceJournal-Bulletin.(DocumentID:2164795281).
5.EmeryJr.,C.Eugene.Lynchscriticismofwindfarmwasselective;Politics.ProvidenceJournal-Bulletin(2010):10.Web.9Oct2010.
6.Kuffner,Alex.Windfarmprojecthaspotentialtocreatejobs.ProvidenceJournal-Bulletin(2009):11.Web.7Oct2010.
7.JudyBenson.(3December).Newreportcallsforwind-powerprojectsalongtheEastCoast.McClatchy-TribuneBusinessNews.Re trievedDecember4,2010,fromProQuestCentral.(DocumentID:2203718741).
8.Chumley,CherylK.Windturbineskillindthousandsofbirdsinnorthwest.HeartlandInstitute(2010):Web.12Oct2010.9.TheAssociatedPress,.Windfarmprosandconsdebated.ProvidenceJournal-Bulletin(2003):C-05.Web.7Oct2010.
10.Kuffner,Alex.BlockIslanddividedoverwindfarm;Energy.ProvidenceJournal-Bulletin(2010):4.Web.10Oct2010.11.Norton,MichaelP.Windfarmsupporters,foesdemonstrateatStateHouse.ProvidenceJournal-Bulletin(2004):C-01.Web.11Oct2010.
12.TheAssociatedPress,.Windfarmprosandconsdebated.ProvidenceJournal-Bulletin(2003):C-05.Web.7Oct2010.
13.TimothyCBarmann.(2008,October4).AwardmaymeanmorejobsforR.I.TheProvidenceJournal,F.1.RetrievedDecember4,2010,
fromProQuestCentral.(DocumentID:1567454161).14.Carciericriticizesunfavorablereportonhisofcesrecord:environmentaljournal.(2010,November14).TheProvidenceJournal,A.10.
RetrievedDecember4,2010,fromProQuestCentral.(DocumentID:2188085891).
15.ConstellationEnergy;ConstellationEnergytoSupplyRenewableEnergyCerticatestoRhodeIslandManufacturersAssociationforAnnual
Gala.(2010,November).JournalofTechnology&Science,765.RetrievedDecember4,2010,fromProQuestCentral.(DocumentID: 2190307071).
16.AlexKuffner.(2010,November17).Wind-farmjobscouldtakeyearstomaterialize:Energy.TheProvidenceJournal,A.3.Retrieved
December8,2010,fromProvidenceJournal-Bulletin.(DocumentID:2190511181).17.AlexKuffner.(2010,October17).Townsjoinincommoneffort:energy.TheProvidenceJournal,A.1.RetrievedDecember8,2010,from
ProvidenceJournal-Bulletin.(DocumentID:2164795281).
18.AlexKuffner.(17November).Slowstartupforregionalwind-farmjobs.McClatchy-TribuneBusinessNews.RetrievedDecember4,2010,
fromProQuestCentral.(DocumentID:2190017461).19.Abernethy,V.(n.d.).Howtoknowanenviormentalist.Retrievedfromhttp://www.springerlink.com/content/b1316n65071375rx/
20.Mondotimes.(n.d.).Retrievedfromhttp://www.mondotimes.com/1/world/us/39/2225/5464
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ContactsandTitles
KassandraRicci (781)248-4193
AccountExecutive [email protected]
KyriePerry (207)333-7695AssistantAccountExecutive [email protected]
LisaReddy (860)967-5442AccountCoordinator [email protected]
KaseyQuinn (508)254-3452AccountCoordinator [email protected]
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Wind energy is a
breeze!