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Peabody Energy

Peabody Energy. Kristi Chumley, Michelle Copening, Mark Daffron, Kristina Schappell. Insight Cont. Insight Cont. Insight Cont. Insight Cont. Insight Cont. Insight Cont. Insight Cont. Insight Cont. Insight Cont. Insight Cont.

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Peabody Energy

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  1. Peabody Energy Kristi Chumley, Michelle Copening, Mark Daffron, Kristina Schappell

  2. Insight Cont.

  3. Insight Cont.

  4. Insight Cont.

  5. Insight Cont.

  6. Insight Cont.

  7. Insight Cont.

  8. Insight Cont.

  9. Insight Cont.

  10. Insight Cont.

  11. Insight Cont.

  12. Pro-active constituents in the U.S. that support alternative energy consumption • Environmentalists • Health conscious Audience Legislators (House and Senate)

  13. Want constituents to call/write/email/fax their legislators, in both the House and Senate, to draft and approve legislation to provide funding for clean coal research Call-to-action

  14. Obstacles Competing alternative fuel sources Misperceptions with clean coal (don’t believe in it) Ignorance

  15. Insight Legislators are more likely to push bills through if they are supported by their constituents Perceived need for energy consumption will increase over the next 5-10 years People are not aware of clean coal options for energy Bills can be killed by specific groups in Congress and need lobbyists to generate support

  16. Insight Cont. There are a reasonable amount of people who want to take action to progress the research of alternative fuels People want alternative energy, but not from clean coal People think coal is bad for the environment

  17. “…I believe we should invest in coal-to-liquid fuels... we must invest in clean coal technologies that we can use at home and share with the world.” — President Elect Barack Obama, 2008 Challenge

  18. Create public awareness and generate funding for clean coal technology, ultimately creating a higher demand for clean coal consumption Challenge

  19. Insight Cont. Insight: Low Awareness

  20. Insight Cont. Insight: Low Confidence

  21. Insight Cont. Insight: More Energy

  22. Insight Cont. Insight: More Oil

  23. Insight Cont. Insight: Foreign Dependence

  24. Insight Cont. Insight: Coal can do that

  25. Insight Cont. Insight: Clean = Value

  26. Insight Cont. Insight: Urgency Recognized

  27. Insight Cont. Insight: Call to Action

  28. Insight Cont. Insight: Buy-in

  29. Message Alternative Energy = Good Clean Coal = Good

  30. Lobbyist Interview Survey data Peabody Interview Evidence

  31. Survey: What is the FIRST word that comes to mind when you think of coal?

  32. How we will say it • Two-phased campaign • 1st phase: Create Coalition and obtain funding for alternative energy • Acquire support for alternative energy • 2nd phase: Change perceptions of coal

  33. Phase I: Create Coalition and gain support for alternative energy • SAFETI (alternative energy coalition) • Chamber of Commerce • Sierra Club • Emotion through advertising directed at our target audience • Print ads • Tagline on recycle bins • Television spots • Direct mail • Celebrity endorsements • Website • Call-to-action point

  34. Phase I Communication

  35. TV AD – Phase I

  36. Safety Dance Ad

  37. Music: Safety DanceOut of focus

  38. Music: Safety DanceComes into focus – See Background Dancers are Really Islamic Militants

  39. Music: Safety DanceShows Pole Dances – See Background Dancers are “Evil Leaders”

  40. Music: Safety DanceFollow Individual Dancers – Mahmoud Ahmadinejad with Evil Laugh

  41. Music: Safety DanceFollow Individual Dancers – Bin Laden with Evil Laugh

  42. Music: Safety DanceFollow Individual Dancers – Hugo Chavez with Evil Laugh

  43. Music: Safety DanceFollow Individual Dancers – Saddam Hussein with Evil Laugh

  44. Music: Safety DancePan lower and see other dancers are cute children

  45. Freeze Frame and Stop MusicZoom in to see only one little girls faceVoice Over – “Don’t trust her safety to Them… but we do every day.”Visit www.SAFETI.org to see how you can provide her REAL safety www.SAFETI.org

  46. Real SafetyReal AlternativesSAFETI.orgFunding the development of alternative Energy Fuels. No sound – Final Screen Shot

  47. Direct Mail – Phase I

  48. 37% of plant and animal species could be extinct by 2050 as a result of global warming

  49. To date, no bills have been passed by Congress to cut global warming pollution. You can make a difference. Urge your legislators to fund alternative energy. www.safeti.org 1-800-4-SAFETI Address information

  50. U.S. Geological Survey predictions say that Glacier National Park will not have any glaciers left by 2030

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