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Advocating for Hydropower in aChanging Northwest
History
• September 2005: “Coalitionfor Smart Salmon Recovery”
• “Be a strong voice to protectand promote the multipleuses” of the hydro system
• Engage in FCRPS media,policy, science and legalmatters
• Represent diversemembership (farmers, utilities,ports, barging companies,businesses and river users ofall kinds)
What’sworked inthe past
4
Adapting toa new world
IntroductionOur goal is to do the necessary preparationand establish a solid foundation for ourmarketing plan and social media launch thatwill set us up for success.
A woodsman was onceasked, “What would you doif you had just five minutes
to chop down a tree?”
He answered, “I wouldspend the first two and a
half minutes sharpening myaxe.”
*“Objectives and Philosophy of Public Affairs Education” by C. R. Jaccard
We want tobe perfectlyclear about…
Whowe are
Whatwe do
Why wematter
How wecan help
Establishing our general narrative
Foundation of a General Narrative
Compelling Content
Attract New Audiences
GENERAL NARRATIVE
TARGETED NARRATIVES
A Hero’sJourney
A hero hasa problem
Meets a guidewith a plan
That calls thehero to action
That helps thehero save theday
Therebytransforminghim/herself
Example: Save Our Wild Salmon
“But we have a fight on our hands…Our well-financed opponents are pulling out all thestops to block this funding and preventpeople from talking to each other.We need your help! If you live in WashingtonState: call and write your State Senator andtwo State Representatives”
ConcernedNature-lover
Donate,Write,Rally
SOS
Save ourSalmon
Empoweredactivist
A Hero’sJourney
Building the NWRP generalnarrative
Our Hero – “The Sway-able”• Doesn’t strongly align with a side• Likes salmon, orcas, and clean energy• Lacks a complete understanding of issues• Hero’s Problem: Wants a solution to climate
change, salmon, and social equity issues
A hero hasa problem
Meets a guidewith a plan
That calls thehero to action
That helps thehero save theday
Therebytransforminghim/herself
The Guide – “Us! (NWRP)”• Cares about the same thing the hero does• Has experience and knowledge• Has a plan of action for the hero to follow
Call to Action – “Get Involved!”• Retweet• Write• Volunteer• Help educate your friends
Saves the Day – “Protects our CleanEnergy”• Thereby becoming part of a bigger movement
Getting specific
Developing the right narrative(s)
TargetedNarrativeConcepts
Combatting climate change
Clean air and pollution
Regional livability
Energy justice and affordability
Economic sustainability and opportunity
Hydro support for salmon
Public call-to-action for salmon
TargetedNarrativeConcepts
Combatting climate change
Clean air and pollution
Regional livability
Energy justice and affordability
Economic sustainability and opportunity
Hydro support for salmon
Public call-to-action for salmonEthical
LogicalEmotional
Ultimately,we want all ofour narrativesto connectemotionally.
Combatting climate change
Clean air and pollution
Regional livability
Energy justice and affordability
Economic sustainability and opportunity
Hydro support for salmon
Public call-to-action for salmon
Combattingclimate change
Making the connection betweenclean energy and hydropower, andtelling the story of our renewableresource
Clean air andpollution
Making the valid case forhydropower and the role in plays inkeeping our region cleaner andhealthier to live in
Regionallivability
An issue that hits home withanyone and everyone whoconsumes electricity
Energy justiceand affordability
Taking care of our low-incomepopulation and nurturing smallbusinesses
Economicsustainabilityand opportunity
The logical approach that appealsto those who value a strongeconomy and an abundance of jobopportunities
Hydro supportfor salmon
Showcasing the great lengths thathydro goes to in order to ensurethe survival of salmon
Public call-to-action forsalmon
Shifting the conversation awayfrom hydro (relieving negativeattention towards dams) bydiscussing what the public can andshould be doing to help salmon
Communications Committee
“Stop climate change” – Megan Stratman, NRU
“Save our hydro system” – Katie Pfennigs, Flathead
“Save our communities” – Kathy Ursprung, Port of the Dalles
“Tie Snake R dams to overall hydro system” – Erica Erland, Clark PUD
“Keep NW Livable” – Bo Downen, PPC
“Keep NW Livable” – Austin Rohr, NWRP
Social MediaStrategy
1. STUDY
2. SET GOALS
3. DEVELOP
4. PLAN
5. REFLECT
Timeline for Marketing Plan and Social Media Launch
1. Draftnarratives / new
look & feel
2. Present tomarketing
agency
3. Test brand &stories
4. Design &deploy
COMPLETE 1-2 MONTHS 1 MONTHS 1-2 MONTHS
SOCIAL MEDIA LAUNCH
BY END OF AUGUST
• Identify our generalnarrative
• Draft targetednarratives
• Brainstorm ideas andfind examples fornew direction
• How to reach newdemographics
• Help tailor narratives• Redesign website• Update look and feel
[Logos, pictures, words,colors etc.]
• Polling• Focus groups
• Unveil new logo• Roll out content• Launch social media• Introduce new
website
You are here
Other Fronts
1. CRSO EIS
2. DC
3. WASHINGTON DAM BREACHING STUDIES
4. IDAHO FORUMS
5. LEGAL
Appendix Slides
Social MediaStrategy
1. STUDY
Social MediaStrategy
1. STUDY
Social MediaStrategy
1. STUDY
LAUNCHING WITH PURPOSE
Preparing for February 2020
Why are we targeting the end of August?
• Social media use slows in summer and picks back up in the fall
• Being fully prepared ensures audience experiences minimalchange and receives our message in the most positivemanner
• Launching later into the year may not give us enough time toestablish a foothold and gain traction ahead of February
It is our goal to connect with new audiences and increase thefavorability of hydropower to ensure a positive outcome when thepublic comment period opens.
In February of 2020, the EIS will bereleased and the public comment periodwill begin. This is a crucial time forNorthwest RiverPartners to have publicopinion in our favor and be able toencourage them to participate in publiccomment.
Example: Star Wars
32
Luke
Use theForceObi-
WanKenobi
DestroysDeathStar
Stepstowards JediKnighthood
NEW CHANNELS
Cross-Media Channel Comparison:
Cost to reach 1000 people