WindPower PR Campaign

8/2/2019 WindPower PR Campaign

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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.

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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

Twitter

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

[email protected]

www.EastBayWindPower.com

CreationPR

12 Gooding Ave

Bristol, RI 02809

P 401.555.6824

F 401.555.6823

[email protected]


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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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Facebook

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Twitter

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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

[email protected]


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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!

Documents

WindPower PR Campaign