Green Mountain Energy - 8th Annual Public Relations Strategy
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1 Tailoring Public Relations Strategies to Different Green Markets 8th Annual Green Power Marketing Conf., Nov. 4, 2003 Marci Grossman Green Mountain Energy Company
2 Agenda >GMEC Overview >Basic PR Principles >4 PR Case Studies: >Other Awareness Building Tactics >Common Links... Thread >Q&A
3 Green Mountain Energy Company > Nation s largest clean energy provider > Based in Austin, Texas; 180 employees > Founded in 1997 > 600,000 customers in 7 states > 35 th largest electricity provider in U.S. > 3-pronged business strategy: o Direct access o Aggregations o Utility partnering
4 Basic PR Principles > In the beginning determine 8 things: o Objectives/Goals o Audience o Strategy o Budget o Metrics o Spokespeople o Tactics o Sustainability
5 Case Study: Oregon Pat on Back Challenge/Situation > Generate coverage for PGE/Pacific Power > Make news out of old story (established) > Signups more than tripled since program start New marketing informational campaign Concept > Free massages thanking Oregonians for supporting renewable energy o Giving Oregonians a Pat on the Back
6 Pat on the Back Thank You GMEC Execution/Tactics > 2-day event downtown Portland; heated tents, paid radio ads, radio remote; sign up tables > Free back scratchers, tables, stickers, banners > Radio drop ins; targeting morning TV shows > Media alert, pitching, multiple news releases The Results > 3 Fox Morning live TV shots; industry coverage > 60+ enrollments; PUC chair; 400+ massages > Environmental groups attended/participated > Communicated messages about program
7 Banners: Oregon Pat on the Back
8 Massage Time -- Live on Fox TV
9 Double Massage with Super Earth
10 A New Partnership
11 Cast Study: Sustainable Slopes Challenge/Situation > National Ski Areas Association (NSAA) 3rd annual Sustainable Slopes Outreach Day, Feb. 22, 2003 > Participating resorts communicated "Keep Winter Cool" message on global warming and climate change > Campaign encouraged skiers to take action: purchase renewable energy to reduce greenhouse gas emissions > GMEC wanted to participate and stand out; generate national/local coverage; drive sales Concept > GMEC teamed up with NSAA to support campaign through wind tags and sales presence at ski areas
12 Keeping Winter Cool GMEC Execution/Tactics > Reps at NY/OR educated and signed up skiers > Offset main chair lift s electricity usage at 5 ski areas > 5 releases; Super Earth AP wire photo; mini wind turbines to TV stations, media alerts, b-roll The Results > Local/national/trade; print and broadcast coverage; 2 live CNN interviews, widespread AP photo pickup > Got message out: choosing Green Mountain Energy easy way to help Keep Winter Cool > Wind tags (18,000 kwh) avoided production of approx. 10 tons of CO 2 -- as much as a car makes in 23,000 miles > Received 2003 Green Power Beacon Award
13 Super Earth at Mt. Hood
14 Super Earth Keeping Winter Cool
15 Super Earth and His Little Friends
16 Case Study: Liberty Bell Challenge/Situation > GMEC awarded 3-year contract to provide renewable energy in Philadelphia for: o Liberty Bell Pavilion: Liberty Bell Center; other historic buildings in Independence National Historical Park > GMEC was taking over contract from other supplier > Challenge: how to take old news and give it new life Concept > Developed visually interesting event using political celebrities and help create buzz about green power > Goal: build credibility and awareness for GMEC; bring green energy to life; position as industry leader
17 Liberty Bell Goes Green GMEC Execution/Tactics > Balcony overlooked Indep. Hall/Liberty Bell Pavilion > Patriotic entertainment; Ben Franklin actor conducted event; Descendants of Signers of Declaration of Independence > Symbolic dedication: 200-foot tall wind turbine > EPA head Whitman spoke at news conference > Media alert, pitching, release, radio news release, photos, b-roll The Results > Coverage (6 print, 3 TV, 2 radio); trade/national > Radio News Release garnered more than 150 hits > Several leads for commercial and government facilities contracts
18 Benjamin Franklin at Liberty Bell
19 EPA Chief at Liberty Bell
20 Case Study: Houston Habitat for Humanity
21 Habitat for Humanity Goes Green Challenge/Situation > GMEC was sponsor of Houston KRBE Earth Day Festival Memorial Day -- a month after Earth Day > Create press event around/at Festival > Strengthen community presence in Houston Concept > Install one Kwh solar system on roof of Houston Habitat for Humanity House close to being finished > It would be the first solar habitat home in Houston > Integrate 17-year old high school student who raised nearly $50,000 to build Habitat home
22 Houston Habitat for Humanity GMEC Execution/Tactics > Presented with 3 PR opportunities: o Solar Panel installation; handing over keys; giving student and school trophies > Press release, media alert, pitching, hundreds of radio spots, interviews, promos on KRBE The Results > KRBE promos reached thousands; 30,000 Houstonians attended KRBE event > 20 + stories: Houston Chronicle, Houston Business Journal, extensive broadcast and trade coverage
23 Habitat House Solar Installation
24 Solar Panels Are Getting Hot
25 GMEC CEO Presents Trophy to Houston High School Student
26 Print Coverage Sample
27 Indo-American News Coverage
28 > River Oaks Examiner
29 Other PR Tactics to Create Awareness > Surveys and Contests > Press Tours > Consumer Tips > Leverage national events (Earth Day) > Work with third parties > Donations/Cause Related Marketing > MAT Releases > Radio News Releases/Video News Releases > Hot Air Balloon
30 Green Mountain Energy Hot Air Balloon
31 Common PR Links Regardless of Market > Supported business objectives > Integrated with marketing, sales, events, etc. > Plan, Plan, Plan in advance. Be proactive > Vehicle to create awareness, buzz, seed market > Creative strategy/tactics; stood out thru noise > Created visuals, news, events; made them relevant > Marketing followed or was simultaneous with PR > Consistent messaging across the board > Didn t use jargon; spoke in understandable terms > Educated people about Green Energy and its benefits > Partnered with 3 rd parties added credibility > And Remember To: o o Sustain PR efforts.not just one time event Can do a lot... on a little budget
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