Archive for the ‘Client News’ Category

Go Oklahoma!

Tuesday, July 7th, 2009 by

After working with ACCIONA Energy over the last year, I was thrilled to be able to visit my first wind farm.  Of course, I’ve seen turbines spinning in the distance in Texas and I’ve written descriptions of how they work and sent pictures of other ACCIONA wind farms like Tatanka to trade and local media.  But I’d never walked right up underneath one and I’d certainly never been inside a turbine.  I’d also never been to Oklahoma, even after living my whole life in a neighboring state and talking a lot of smack about OU.

INKer Blair Poloskey (Oklahoma-born I might add) and I flew up to Oklahoma City and drove the nearly two hours out to Elk City in the Western part of the state where the wind blows strong and the oil and gas culture is welcoming this new and plentiful energy resource with open arms. ACCIONA’s Red Hills Wind Farm – which would be formally dedicated the next day — is located in Roger Mills and Custer Counties on nearly 5,000 acres.  The 82 turbines that make up the farm create enough clean energy to power 40,000 homes and offset 294K tons of C02 emissions annually.  ACCIONA’s VP of Development in the Central Region Tom Hiester, who spoke later in the week at Oklahoma’s Wind Commerce conference (note: we are doing a series of excerpts from this speech on the new ACCIONA NA – Take Action! Facebook fan page, called Oklahoma the “mother lode” of wind energy.  If DOE estimates are correct, Oklahoma has the potential to produce 725 billion kWh/year from wind which would surpass the oil and natural gas production of Oklahoma (oil is 60 million barrels per year; natural gas is 275 million barrels of oil equivalent per year).  This is more energy than Oklahoma can consume, creating a new export product for the state and one that may be in high demand by the Southeast US if a national RES (renewable energy standard) is passed.  How do they reach that potential? Tom says supporting national legislation to enforce an RES and significant investment in transmission lines are critical.

The Red Hills dedication festivities included an address from speakers like ACCIONA CEO Peter Duprey and  Oklahoma Secretary of Commerce and Tourism Natalie Shirley, an annual scholarship award of $5000 to the local school district, a great BBQ lunch and an open house for the public that involved bus tours of the wind farm and games and crafts for kids on wind energy from a great organization called KidWind.  After local media had completed interviews and left the event, Blair and I hopped one of the first buses and explored the truly beautiful wind farm. We went inside the turbine which includes control equipment and a lift to take employees (unfortunately not us) to the top of the turbine. As you can see from this picture, the turbines are truly magnificent, especially when you look straight up at them.  I felt the same kind of awe that I experienced when visiting the Redwoods in California.  These are beautiful, but huge structures.

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The weather certainly could have been better but all in all it was a great day.  In the midst of snatching chairs out of the rain and stomping around in puddles, the Red Hills dedication event did just what it needed to do: thank the landowners, state and local government and overall community for their support and enthusiasm, and motivate the people of Oklahoma to continue to embrace wind energy in the state.  The dedication ceremony was followed by an impromptu duet of “Oklahoma,” the state song from the well-known musical, performed by none other than the local state representative Purcy Walker.  Go Oklahoma!  I never thought I’d say that.

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Taste it, Smell it, Touch it and Live it!

Tuesday, May 26th, 2009 by

Last night while I was in another part of the house I heard my husband shout from the kitchen, “Are these cookies in Lucky’s treat jar for humans or dogs?” (If you had not gathered yet, Lucky is our pooch.) Oh, this could give me fodder for months to write about the many things that were so dumb@$$ about his question, but I will keep it short and sweet for you readers. #1) Why would I put human cookies in the dog’s jar? #2) I don’t really buy things like that for “the humans” in my household which is occupied by me (they call me Steak and I run 30 to 40 miles a week hence my never ending appetite) and my husband (they call him Festival Eater and I don’t know what his excuse is but he once ate my supply of chocolate flavored running Gus in a marathon…a marathon video game session). Anyway, after agreeing with him that they certainly smelled great, I explained they were indeed for dogs. The next morning upon returning from a strenuous workout, I ate one. Now, what does this tell you about me? That’s right, I truly learn from applying myself in the real world.

So here I am, sitting in the captain’s chair about to kick off a truly 100% guerilla style marketing campaign for a client of ours. The program will have many tried and true viral and social networking tactics that some in our field are old hands at and some (like yours truly) will be experiencing for the first time and just how I like to… by drinking out of the fire hose. OK…so the first step will be to launch a successful Facebook presence. I know, I know…some of you are like, “that’s so yesterday” but the planets have aligned in such a way that it now makes sense for me to engage this tactic, number one being that this client already has quite a substantial customer base (over 3 million thanks in no small part thanks to traditional PR programs conducted by INK). This means, I have a built-in audience to go after to start building a Facebook fan base quickly.

Another key point – we are targeting a younger demographic, particularly college students. I saw a recent stat that 8 out of 10 college students are registered on Facebook. However, lately I have seen a sudden rush of older peeps joining up (my 88 year old father-in-law just requested to be my friend) so how much longer do we consider it to be a forum for  targeting young whippersnappers? Lastly, for this client, we have achieved great success in securing endorsement from media and industry influencers (and intend to continue to build upon that) but in today’s transparent and communicative world, you must have peer-to-peer endorsement as well and this Facebook tactic is our first step down that road.

I want to hear from you. What elements should be in place to establish a SUCCESSFUL Facebook presence? I  have about two months to prove to the client that this is a good idea. What success of failures have you experienced with similar programs. Who does it well on Facebook?

I will also be keeping you posted along the way about other the other tactics to be employed as part of this so called guerilla program so stay tuned!

In my house, you gotta work hard for your treats!

In my house, you gotta work hard for your treats!

PS – The cookie? It was good…even if it was meant for dogs.

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