Bright Ideas Agency Alliant Energy Campaign 2003

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Bright Ideas AgencyAlliant Energy Campaign 2003

• Maggie Jonas Account Manager
• Stephanie DArcy Research Director
• Joanna Peot Public Relations Director
• Ryan Casperson Creative Director
• Alex Fu Media Director

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• Research

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Energy Industry
Research

• 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

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Alliant The Company
Research

• Capabilities
• Commitments
• Programs

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Alliants Current Situation
Research

• Financial
• Positive steps
• Public opinion

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• SWOT Analysis

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Strengths
SWOT

• Commitment to the environment
• Generation Capabilities
• Reliability
• Comprehensive service

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Weaknesses
SWOT

• Financial Situation
• Commitment to deregulation

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Opportunities
SWOT

• Ahead of the environmental curve
• Services and capabilities

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Threats
SWOT

• General distrust
• Opposition from consumer groups

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• Campaign Strategy

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Goals
Campaign Strategy

• Increase awareness of Alliants industrial energy
  programs by 30
• Increase Alliants website hits by 15
• Encourage investors to hang on to their Alliant
  stock

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Target Market
Campaign Strategy

• Industrial energy decision makers
• Industrial energy accounts for over 40 of
  Alliants utility sales
• Alliants investors

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Branding
Campaign Strategy

• Unique selling position
• Desired brand personality
• Branding statement Alliant offers More Than
  Youd Expect
• Branding strategies

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• Creative Strategy

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Creative Goals
Creative

• Increase awareness
• Increase web hits
• Convey that Alliant offers its stake holders
  More Than Youd Expect

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Creative Concept
Creative

• More Than Youd Expect
• Executions
• Financial Advisor
• Unexpected Income
• Head of the class

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Financial Advisor
Creative
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Unexpected Income
Creative
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Head of the class
Creative
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• Public Relations
• Promotions

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Public Relations Objectives
Public Relations

• Increase awareness of
• Reliability
• Industrial programs and services
• Build the image of Alliant offering More Than
  Youd Expect
• Encourage communication between target markets
  and the company
• Foster a relationship between Alliant and the
  media

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Public Relations Tactics Promotions
Public Relations

• Direct mail
• More Than Youd Expect Gala
• Investor Luncheon
• Other tactics

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• Media

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Media Plan
Media

• Duration
• Scheduling strategies and placement
• Reach and frequency
• Media selections

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• Budget

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Campaign Budget
Budget
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• Suggestions

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To Conclude
Conclusion

• Targeting industrial customers and investors
• Alliant More Than Youd Expect from an energy
  company
• Informing via direct mail

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