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Bright Ideas Agency Alliant Energy Campaign 2003

Bright Ideas Agency Alliant Energy Campaign 2003. Maggie Jonas – Account Manager Stephanie D’Arcy – Research Director Joanna Peot – Public Relations Director Ryan Casperson – Creative Director Alex Fu – Media Director. Research. Research. Energy Industry. Currently facing many challenges

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Bright Ideas Agency Alliant Energy Campaign 2003

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  1. Bright Ideas AgencyAlliant Energy Campaign 2003 Maggie Jonas – Account Manager Stephanie D’Arcy – Research Director Joanna Peot – Public Relations Director Ryan Casperson – Creative Director Alex Fu – Media Director

  2. Research

  3. Research Energy Industry • Currently facing many challenges • Frequent brownouts, blackouts, scandals, financial downgrades and government scrutiny • Regulated versus Deregulated • Energy is a regulated utility in Wisconsin • Industry trends • Demand for renewable energy • Energy trading • Deregulation

  4. Research Alliant – The Company • Capabilities • Commitments • Programs

  5. Research Alliant’s Current Situation • Financial • Positive steps • Public opinion

  6. SWOT Analysis

  7. SWOT Strengths • Commitment to the environment • Generation Capabilities • Reliability • Comprehensive service

  8. SWOT Weaknesses • Financial Situation • Commitment to deregulation

  9. SWOT Opportunities • Ahead of the environmental curve • Services and capabilities

  10. SWOT Threats • General distrust • Opposition from consumer groups

  11. Campaign Strategy

  12. Campaign Strategy Goals • Increase awareness of Alliant’s industrial energy programs by 30% • Increase Alliant’s website hits by 15% • Encourage investors to hang on to their Alliant stock

  13. Campaign Strategy Target Market • Industrial energy decision makers • Industrial energy accounts for over 40% of Alliant’s utility sales • Alliant’s investors

  14. Campaign Strategy Branding • Unique selling position • Desired brand personality • Branding statement: Alliant offers “More Than You’d Expect” • Branding strategies

  15. Creative Strategy

  16. Creative Creative Goals • Increase awareness • Increase web hits • Convey that Alliant offers its stake holders “More Than You’d Expect”

  17. Creative Creative Concept • “More Than You’d Expect” • Executions • Financial Advisor • Unexpected Income • Head of the class

  18. Creative Financial Advisor

  19. Creative Unexpected Income

  20. Creative Head of the class

  21. Public Relations & Promotions

  22. Public Relations Public Relations Objectives • Increase awareness of: • Reliability • Industrial programs and services • Build the image of Alliant offering “More Than You’d Expect” • Encourage communication between target markets and the company • Foster a relationship between Alliant and the media

  23. Public Relations Public Relations Tactics & Promotions • Direct mail • “More Than You’d Expect” Gala • Investor Luncheon • Other tactics

  24. Media

  25. Media Media Plan • Duration • Scheduling strategies and placement • Reach and frequency • Media selections

  26. Budget

  27. Budget Campaign Budget

  28. Suggestions

  29. Conclusion To Conclude… • Targeting industrial customers and investors • Alliant – “More Than You’d Expect” from an energy company • Informing via direct mail

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