1 / 31

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

lou
Download Presentation

Bright Ideas Agency Alliant Energy Campaign 2003

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related