America's Natural Gas Alliance

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UC Cinfluence

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯ ANGA Final Report ⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

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TABLE OF CONTENTS

EXECUTIVE SUMMARY 3

TEAM OVERVIEW 6 UC CINFLUENCE BIOGRAPHIES

RESEARCH 10 PRE-CAMPAIGN RESEARCH RESPONSE CARDS PRE-SURVEYS POST-SURVEYS

STRATEGY 34 TARGET MARKET, POSITION AND MESSAGE CAMPAIGN OBJECTIVES & GOALS

TACTICS 40 OBJECTIVE 1 TACTICS OBJECTIVE 2 TACTICS OBJECTIVE 3 TACTICS

CALENDAR 69

FINANCE 71

EVALUATION 73


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EXECUTIVE SUMMARY In order to develop a community-based marketing campaign, UC Cinfluence branded natural gas with a mascot named NatiAtom. With his irresistible smile, hardhat to promote job growth and the body of an actual CH4 atom to represent the natural gas molecule, we were able to create a friendly character that incorporated a familiar face behind the natural gas industry. His hardhat also represents the safety in natural gas production and his larger size represents the abundance of this energy. NatiAtom was displayed on flyers and the posters at each event. A twitter page was created to provide event alerts and natural gas trivia allowing interaction with followers and dissemination of information throughout the campaign. UC Cinfluence felt this incorporated non-traditional media and gave people a chance to communicate interpersonally with natural gas, and the face we put behind it.

Along with our mascot, a slogan that was both honest and related directly to our target market was used throughout the campaign, “Natural Gas: A Cleaner Alternative, Fueling Jobs.” Fueling Jobs was chosen since Ohio is a production state and our target market supports local jobs. The phrase “Cleaner Alternative” was used to make ensure it was not implied natural gas was the only energy resource supported, but that it was a cleaner alternative that should be considered. This helped limit the negative feedback from non-natural gas supporters and coincided with our honest approach to this campaign. Combined with NatiAtom, the slogan helped raise local and public awareness about the natural gas industry, the jobs it creates, the safety behind it and its abundance.

On top of social media, flyers and posters, stickers were created with the phrase, “I love (in the shape of Ohio, that looks like a heart) Natural Gas.” These stickers were distributed with the flyers and used at the final event in order to receive food. The slogan was put on the stickers to reemphasize our honest approach to this campaign and to emphasize how natural gas directly impacted the people in this state. T-shirts displaying NatiAtom and our slogan were designed for further branding and advertising. T-shirts were worn by the team members during the final event and given out as prizes to people who answered questions correctly about natural gas.

In order to raise awareness and educate the University of Cincinnati community about natural gas, UC Cinfluence hosted two events on campus. The first, “Meet Natural Gas”, was a two-day event introducing students, faculty and alumni to the campaign, NatiAtom and some facts behind natural gas. During this event the audience was handed flyers that promoted our main event on campus, they were told facts about natural gas and encouraged to follow NatiAtom on twitter. Each person that came to the table was handed a free piece of candy to help draw a crowd. The facts presented were: “Natural Gas burns 50% cleaner than coal and 25% cleaner than oil, Ohio is a top ten state for natural gas jobs with 40,374 currently, and that the average price per gallon of Natural Gas is $2.09.” This directly related back to our objectives because it emphasized how


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affordable, abundant and job creating this energy is. Lastly it reinforced our slogan and objective by clarifying its cleaner impact toward the environment.

The final and main event, “The Natural Gas Grill Out,” was tailgate party before the biggest football game of the year. The event took place on campus near the football stadium in one of the two campus tailgating areas. Here hot dogs, chips and water were served free of charge, as long as people answered a question about natural gas. People would walk to the first table where they were asked a question about natural gas; if they got the question correct they won a T-shirt. Even if they answered the question incorrect they were given an “I love natural gas” sticker. As long as they were wearing the sticker they could move to the next table to receive free food and water. There is only a short span of time before the football game starts and when people arrive, but in one hour we distributed 240 hotdogs and stickers. Each time people would move to a new spot in line they were told another fact about natural gas. For example, “the propane used to cook your hot dog is a bi product of natural gas.” At the end of the table where they received their food they were thanked for supporting natural gas and Ohio jobs. Behind our event was an enormous banner that had NatiAtom and our slogan displayed on it. Each worker was wearing a NatiAtom natural gas T-shirt, and the person grilling had on overalls and a hardhat to represent the jobs natural gas provides. Even with the fast-paced crowd each person answered a question and was informed about natural gas. In this hour long event 39 response cards were collected.


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UC Cinfluence UC Cinfluence is a student-run PR firm under the PRSSA UC chapter. Each semester the firm designs and implements campaigns for the UC community. Past campaigns were designed for the UC Communication and Engineering departments. Students volunteer their time to this organization to gain PR experience outside of the classroom. UC Cinfluence chose to challenge their firm members by working with ANGA and Edventure Partners to gain experience working for a structured corporate organization for their Fall campaign.

Gabrielle Walter Walter is a fourth-year Journalism student with a minor in Public Relations at the University of Cincinnati. She has interned at the Cincinnati Enquirer as a hard news reporter and looks forward to her upcoming Spring Marketing & PR internship at the Newport Aquarium. Besides UC Cinfluence, she has had leadership positions in other campus groups including the ROAR Campus Tour Guides, Society of Professional Journalists and her social sorority. Her long-term goal is to work as a PR

practitioner for Scripps Networks Interactive, preferably for the HGTV division. This year Gabrielle is the Director of UC Cinfluence and Agency Coordinator for the natural gas campaign. Giles DeCourcy DeCourcy lives in Blue Ash, Ohio and is a graduate of Sycamore High School. He extended his education at the University of Cincinnati, where he will graduate in December 2012 with a Bachelor of Arts degree in Communication, and certificates in Public Relations and Deaf Studies. Giles was part of the management team in


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two successful businesses and generated confidence, organization and structure from their employees. He hopes to take his communication talents to a fast paced corporation and effectively implement his skills to pursue his career in Crisis Management Public Relations. Giles is the Vice-President of UC Cinfluence and the head of the Events and Reports and Presentations departments for the natural gas campaign.

Elizabeth Barnard Barnard is 24 years old, a fifth-year student at the University of Cincinnati. She was raised in Huber Heights, Ohio and decided UC was the only school for her. She is earning her Bachelor of Arts in Communication along with a Public Relations certificate. She has interned with the Anthony Munoz Foundation for a year and is now tutoring through AMF’s program, Whiz Kids. Last summer she lived in Chicago and began interning

with Fearless Radio, an online radio station. She has been a dedicated member of PRSSA for the past few years and has attended multiple PRSSA Conferences and Assemblies in Austin, Texas, Seattle, Washington, Scottsdale, Arizona and Washington, D.C. Also a part of UC Cinfluence, Elizabeth was the head of the Public Relations and Research departments for the natural gas campaign. Rachael Rose Rose is a third-year student at the University of Cincinnati. She is on her way to receiving a Bachelor's degree in Communication, a certificate in Public Relations, and a minor in Political Science. She is currently starting an internship with the online women's magazine, Cincy Chic, and hopes to continue marketing and public relations for the fashion industry upon graduation. If that does not work out, Rachael aspires to do public relations for a symphony or a theatre. Rachael was head of the Finance Department for the natural gas campaign and she also helped plan the events.


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Jordan Wood Wood is a fourth-year Communication student with a certificate in Public Relations. After graduation she hopes to work for a nonprofit benefiting cancer. Jordan created NatiAtom and was the head of the Advertising department.


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RESEARCH OBJECTIVES

METHODS

To gain a better understanding of ANGA and natural gas

To gauge the awareness and knowledge of our target market

To learn how to effectively reach our target market

Primary

Pre-Campaign research concerning natural gas and ANGA

Secondary

Pre-Campaign surveys Post-Campaign surveys

Response cards


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PRE-CAMPAIGN RESEARCH Source YouTube, “A History of Natural Gas” Natural gas is Methane (CH4) + other natural gasses (no residue when burned, in turn creates no smog). Methane is compressed bio matter- microscopic plants/animals. Heat and pressure make natural gas by beginning to rise until trapped under shale and clay. History 1800’s- fuel for lamps, city streets 1885- Bunson burner- gas and air equals heat to cook 1942- Pipeline networks 1952 Continued growth of natural gas, but being in shale too hard to retrieve 1970’s horizontal drilling What is horizontal drilling? The drill used has a drill bit with a natural curve that causes a vertical drill to drill horizontally. The seven-layer case around the special bit protects the water underground from the bit itself, cutting down on water contamination. With this drilling practice, companies are able to have multiple wells from the same drilling site. This is a more efficient method of drilling that gathers as many resources from one site as possible. The benefits of natural gas:

1. US has a 100 year supply of natural gas 2. Its clean affordable abundant 3. 99% of natural gas used in US is produced at home

Source- YouTube, “Modern Marvels, Natural Gas Technology” Natural gas emits 50% less Co2 then coal, 25% less Co2 then oil and burns cleanly. It already supplies the U.S. with 20% of its energy.



Source Jamie Tsiominas “UC, Sustainability” [email protected] Negatives-

1. Fracking uses lots of water. 2. Contamination of water- So where do you put the water? 3. Wells are deep underground. What if they break? 4. Taking out pressure that is in the Earth causes earthquakes. It caused first

earthquake ever in Pennsylvania Positives-

1. Cost 2. Abundance 3. Less dependency on foreign oil 4. Burns cleaner

UC Faculty and Staff Natural Gas Experts UC faculty and staff who have knowledge about natural gas or could contribute to our campaign were researched for our campaign.

1. Carlo Montemagno, Dean of UC College of Engineering: [email protected]

a. Before receiving his PhD in civil engineering and geological sciences from the University of Notre Dame in 1995, Montemagno earned his MS in petroleum and natural gas engineering from Penn State (1990) and his BS in agricultural and biological engineering from Cornell (1980).

b. The natural gas campaign has already reached out to the engineering college through the pre-campaign surveys. They are aware of the campaign and the department has an interest in the topic.

2. Teri Jacobs, Professor: [email protected]

a. Teri teaches the People in the Environment class. Her research includes work with renewable and nonrenewable energy. She prefers renewable.

b. Our PR team has a connection with this professor and some have taken her class.

3. Brooke E. Crowley, Assistant Professor: [email protected] a. Research interests include environmental and ecological

consequences of human impacts.


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4. Julia Linnaea Wise: [email protected] a. Researches how geology impacts human health and quality of life.

She would have a knowledgeable insight on the cleaner impacts of natural gas not only to the environment, but also to people.

5. Stephen Depoe, Communication Department Head: [email protected] a. Dr. Depoe is the communication department head and focuses on

environmental communication. He would be an excellent panelist with his communication skills, especially with his focus on the environment. He is interested in the communication groups within the college and is aware and in support of our natural gas campaign.



RESPONSE CARDS NATURAL GAS GRILL OUT RESPONSE CARDS NUMBER OF CARDS COLLECTED: 39 How would you rate your opinion about natural gas as an energy source prior to attending this event?

0- Don’t Know: 1 (0.03%) 1- Very Positive: 19 (0.49%) 2- Mostly Positive: 7 (0.18%) 3- Neutral: 10 (0.26%) 4- Mostly Negative: 2 (0.05%) 5- Very Negative: 0 (0%) 6- No Answer: 0 (0%)

Did your opinion on natural gas change as a result of what you learned at this event? Yes: 17 (0.44%) No: 20 (0.51%) No Answer: 2 (0.05%) All thirty-nine participants.. If Yes, how would you describe your opinion about natural gas as an energy source now?

0- Don’t Know: 1 (0.03%) 1- Very Positive: 13 (0.33%) 2- Mostly Positive: 9 (0.23%) 3- Neutral: 5 (0.13%) 4- Mostly Negative: 1 (0.03%) 5- Very Negative: 0 (0%) 6- No Answer: 10 (0.26%)

The seventeen that answered yes.. If Yes, how would you describe your opinion about natural gas as an energy source now?

7- Don’t Know: 0 (0%) 8- Very Positive: 8 (0.47%) 9- Mostly Positive: 7 (0.41%) 10- Neutral: 2 (0.12%) 11- Mostly Negative: 0 (0%) 12- Very Negative: 0 (0%) 13- No Answer: 0 (0%)

The twenty that answered no..


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If Yes, how would you describe your opinion about natural gas as an energy source now?

0- Don’t Know: 1 (0.05%) 1- Very Positive: 5 (0.25%) 2- Mostly Positive: 1 (0.05%) 3- Neutral: 2 (0.1%) 4- Mostly Negative: 1 (0.05%) 5- Very Negative: 0 (0%) 6- No Answer: 10 (0.50%)

The two that did not answer.. If Yes, how would you describe your opinion about natural gas as an energy source now?

0- Don’t Know: 0 (0%) 1- Very Positive: 0 (0%) 2- Mostly Positive: 1 (0.50%) 3- Neutral: 1 (0.50%) 4- Mostly Negative: 0 (0%) 5- Very Negative: 0 (0%) 6- No Answer: 0 (0%)



PRE AND POST SURVEYS OBJECTIVES: Number of surveys collected for pre- and post-campaign research must equal 400 unique respondents or 3% of the target market population Identify the target market's interests, behaviors, needs and desires to be used when formulating the campaign Measure the effectiveness of the campaign by comparing pre- and post-campaign results

PRE AND POST CAMPAIGN RESULTS Pre-Campaign: 715 Post-Campaign: 300 1. How familiar are you with how natural gas is used? Be sure your percentages total 100%.

Pre-Campaign Post-Campaign Very familiar 14.6 14.9

Somewhat familiar 46.3 45.8

Not too familiar 28.9 32.7

Not at all familiar 10.1 6.5 2. How familiar are you with how natural gas is produced? Be sure your percentages total 100%.

Pre-Campaign Post-Campaign

Very familiar 9.8 9.1



Not at all familiar 16.2 14.9 3. Overall, please mark which of the following best describes how you feel about the following resources as energy sources: (PRE-CAMPAIGN) Each row category/statement should total 100%.

Very Favorable

Somewhat Favorable Neutral Somewhat

Unfavorable Very

Unfavorable Don't

Know/Not Sure

Natural Gas 23.7 35.3 20.6 8.9 3.8 7.8


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Nuclear 21.8 23.2 17.1 15.5 13.7 8.8

Foreign Oil 3.4 7.7 21.8 28.9 33.5 4.6

Domestic Oil 16.8 30.4 23.7 16.1 8.9 4.2

Wind 62.3 22.4 7.9 3.2 2.3 2.0

Solar 69.1 18.2 6.9 1.8 2.1 1.8

Coal 7.0 14.6 25.4 26.0 22.3 4.6

Clean Coal 16.0 28.8 24.4 14.5 7.3 9.0

3. Overall, please mark which of the following best describes how you feel about the following resources as energy sources: (POST-CAMPAIGN) Each row category/statement should total 100%.

Very Favorable

Somewhat Favorable Neutral Somewhat

Unfavorable Very

Unfavorable Don't

Know/Not Sure

Natural Gas 24.0 36.7 23.3 5.8 3.3 6.9

Nuclear 13.9 18.6 22.3 19.7 16.4 9.1

Foreign Oil 1.5 7.3 22.7 33.3 30.8 4.4

Domestic Oil 18.2 32.3 21.6 15.6 8.9 3.3

Wind 65.7 21.2 7.7 1.8 1.1 2.6

Solar 70.5 18.2 5.1 1.5 1.5 3.3

Coal 6.2 10.3 25.6 26.0 26.4 5.5

Clean Coal 14.0 28.3 23.2 11.8 11.8 11.0

4. As far as you know, which of the following can natural gas be used for in your community? (Choose all that apply.) Since respondents can select multiple answers, your percentages will not total 100%.

Pre-Campaign

Post-Campaign

As a fuel source for cars, trucks and busses 51.7 53.9

As a home heating and cooking source 94.3 92.5

To generate power electricity 71.4 74.7



As a component in manufacturing plastics and chemicals 46.9 49.4

5. Based on what you know, which of the following comes closest to your view on the available supply of natural gas in your state? Be sure your percentages total 100%.

Pre-Campaign

Post-Campaign

There is a tremendous amount of supply 18.4 18.3

There is some supply but it's not being accessed 26.7 33.2

There is not much supply 10.2 11.2

Don't know 44.8 37.3 6. Based on what you know about natural gas, which of the following comes closest to your view of how clean natural gas is relative to other energy sources? Be sure your percentages total 100%.

Pre-Campaign

Post-Campaign

No difference from traditional sources like oil and coal 5.8 10.8

Cleaner than traditional sources like oil and coal, but not as clean as renewables like solar and wind 73.6 70.1

As clean as renewables like solar and wind 5.0 4.1

Don't know 15.6 14.9 7. Based on what you know about natural gas, which of the following comes closest to your view of natural gas and the potential role it could play as an energy source for the U.S.? Be sure your percentages total 100%.

Pre-Campaign

Post-Campaign

The benefits of natural gas outweigh the risks 36.9 35.3

The benefits and risks of natural gas are unclear 24.5 29.0

The risks of natural gas outweigh the benefits 8.8 10.4

Don't know 29.8 25.3 8. Rate your agreement with the following statement: America's natural gas industry is acting in an environmentally responsible manner in how it produces natural gas. Be sure your percentages total 100%.


Completely agree 6.2 5.0


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Somewhat agree 19.6 22.8

Neither agree nor disagree 18.4 16.6

Somewhat disagree 14.3 16.6

Completely disagree 7.1 9.5

Need more information 34.4 29.5 9. Some poeple have raised concerns about the impact of natural gas production on the environment. As a result, people have been motivated to restrict natural gas drilling in order to protect the environment. Other people acknowledge that all energy development has risk, but support natural gas drilling because it can be produced with appropriate oversight and is cleaner, safer, and more affordable than most alternatives. Which is closest to your view? Be sure your percentages total 100%.

Pre-Campaign

Post-Campaign

Restrict natural gas drilling 112.0 15.9

Develop natural gas--with appropriate oversight 57.8 53.3

Need more information 30.2 30.8 10. Below is a list of positive impacts that could occur from greater use of natural gas in the U.S. How important is each one to you, personally? (PRE-CAMPAIGN) Be sure your percentages total 100%.

Very important

Somewhat important Neutral Somewhat

important Very

important Don't

Know/Not Sure

Increase in the number

of energy jobs

45.1 36.4 10.6 3.4 2.2 2.3

Economic growth 58.4 28.7 7.4 2.5 0.8 2.2

Cleaner environment 68.5 20.8 5.7 1.5 0.8 2.7

Ability to use more domestic

energy

49.2 31.4 12.4 2.7 1.7 2.7

Cheaper than other

forms of energy

48.5 30.0 12.4 3.9 2.0 3.2



Other 10. Below is a list of positive impacts that could occur from greater use of natural gas in the U.S. How important is each one to you, personally? (POST-CAMPAIGN) Be sure your percentages total 100%.

Very important

Somewhat important Neutral Somewhat

important Very

important Don't

Know/Not Sure

Increase in the number

of energy jobs

48.4 35.2 9.9 3.8 0.9 1.9

Economic growth 61.8 26.9 7.5 0.9 1.4 1.4

Cleaner environment 71.6 19.9 3.8 0.9 1.9 1.9

Ability to use more domestic

energy

50.7 33.8 9.9 2.3 1.4 1.9

Cheaper than other

forms of energy

48.6 36.7 8.6 2.4 1.9 1.9

Other 10. "Other" responses. Report the top 5 responses.


1st Most Indicated Other Response

Need to be more independent Protecting the environment

2nd Most Indicated Other Response

Use profits to fund more alternative resources

Fracking is detrimental to the environment

3rd Most Indicated Other Response

Natural gas is not the problem, getting it is

Don’t you think America’s energy consumption is too

high?

4th Most Indicated Other Response


11. Below is a list of concerns that some people have raised in association with increased production of natural gas. From this list, which would you say MOST concerns you?


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Be sure your percentages total 100%.


Water contamination 38.3 43.3

Impact on surrounding communities 16.2 16.3

Air emissions 20.9 23.3

Amount of water used 2.7 1.9

Can cause earthquakes or tremors 9.1 7.0

Road congestion and traffic accidents 4.2 2.8

Other

None of the above 8.4 5.6 11. "Other" responses. Report the top 5 responses.

Pre-Campaign Post-Campaign 1st Most Indicated

Other Response Earthquakes Long term effects of contamination of underground water sources

2nd Most Indicated Other Response Effects on farming Pressure on limited natural

resources

3rd Most Indicated Other Response Extra tax money Air emissions, I need both air and

water


Water on fire in peoples homes

Pumping tons of toxic chemicals in the ground


Eco system around drill sites

12. Below is a list of statements related to natural gas and natural gas development. For each of the statements, please indicate whether you agree or disagree with it. Natural gas.... (PRE-CAMPAIGN) Be sure your percentages total 100%.

Strongly Agree

Somewhat Agree Neutral Somewhat

Disagree Strongly Disagree

Don't Know/Not

Sure

Is an abundant source of

energy 18.5 36.2 15.6 7.7 2.2 19.8

Is an affordable source of

energy 17.5 41.8 17.8 5.7 0.7 16.5

Is a clean 12.5 33.5 21.5 13.8 3.9 14.8



source of energy

Is a predominantly

domestic source of

energy

20.5 33.4 21.8 4.2 1.3 18.8

Is an environmentally friendly source

of energy

8.2 26.4 24.7 14.6 8.1 17.8

Is a safe source of

energy 10.2 26.6 28.3 13.4 4.6 17.1

12. Below is a list of statements related to natural gas and natural gas development. For each of the statements, please indicate whether you agree or disagree with it. Natural gas.... (POST-CAMPAIGN) Be sure your percentages total 100%.

Strongly Agree

Somewhat Agree Neutral Somewhat

Disagree Strongly Disagree

Don't Know/Not

Sure Is an abundant

source of energy

18.1 37.2 17.2 7.9 2.3 17.2

Is an affordable source of

energy 20.4 45.8 13.9 5.1 1.4 13.4

Is a clean source of

energy 9.8 34.0 19.1 17.2 7.0 13.0

Is a predominantly

domestic source of

energy

23.6 34.3 20.4 5.1 0.5 16.2

Is an environmentally friendly source

of energy

6.5 25.9 25.0 19.0 9.3 14.4

Is a safe source of 9.3 28.8 28.4 14.0 5.1 14.4


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energy 13. Based on what you know about natural gas, which of the following comes closest to your view of increased natural gas development in the U.S.? Be sure your percentages total 100%.

Pre-Campaign

Post-Campaign

In full support of increased natural gas development 28.7 32.9

In opposition of increased natural gas development 9.4 12.5

Neutral 20.5 16.2

Need more information 38.9 37.5

Not interested in energy development 2.5 0.9 14. How familiar are you with the process of hydraulic fracturing? Be sure your percentages total 100%.

Pre-Campaign Post-Campaign Very familiar 10.1 11.6



Not at all familiar 39.7 30.6 14a. Hydraulic fracturing takes place typically a mile or more below the earth's surface. The process is minimally invasive and involves drilling a small hole (typically about 15" in diameter), which is lined with multiple layers of steel encased in cement to seal off development activities from any fresh water supplies and to allow for the safe extraction of natural gas. Be sure your percentages total 100%.

Pre-Campaign Post-Campaign True 69.8 69.1

False 30.2 30.9 15. Have you seen, read or heard about natural gas in the media in the past 6 months? Be sure your percentages total 100%.


Yes 56.7 66.2

No 43.3 33.8 15a. If "Yes," in which media/mediums have you seen information about natural gas? Since respondents can select multiple answers, your percentages will not total 100%.

Pre-Campaign

Post-Campaign

Local daily newspaper hardcopy edition 20.2 23.9



Local daily newspaper online edition 20.2 21.7

National daily newspaper hardcopy edition 15.6 13.8

National daily newspaper online edition 31.5 34.1

Social media websites like Facebook and Twitter 31.5 41.3

Online portal news sites like Yahoo and AOL 28.7 23.2

Talk radio 30.0 21.0

Network TV news 28.1 30.4

Local TV news 24.5 30.4

Cable TV news such as CNN, MSNBC, Fox News 37.6 32.6

News media outlet websites 27.5 26.8

Websites focused on news and political news 30.3 30.4

Other 15a. "Other" responses. Report the top 5 responses.


1st Most Indicated Other Response NPR Stickers on campus

2nd Most Indicated Other Response YouTube Lecture

3rd Most Indicated Other Response Classroom Around Campus

4th Most Indicated Other Response Magazine Classroom

5th Most Indicated Other Response Family Family 15b. If "Yes," did the information you recall seeing about natural gas give you a more favorable or less favorable impression of natural gas? Be sure your percentages total 100%.


Much more favorable 8.8 9.5

Somewhat more favorable 20.5 26.4

No impact 33.3 32.4

Somewhat less favorable 28.8 26.4

Much less favorable 8.5 5.4 16. Have you visited the website for America's Natural Gas Alliance (ANGA) at www.anga.us? Be sure your percentages total 100%.



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ANGA FINAL REPORT

Yes 2.7 10.2

No 97.3 89.8 17. Have you attended any events on campus related to natural gas in the past 4 months? Be sure your percentages total 100%.

Pre-Campaign Post-Campaign Yes 4.6 10.3

No 95.4 89.7 17a. If yes, please indicate which activity you attended (Choose all that apply): Since respondents can select multiple answers, your percentages will not total 100%.

Pre-Campaign Post-Campaign Career/employment fair 42.4 12.5

Guest lecture/presentation 48.5 20.8

Movie 18.2 16.7

Outdoor event/festival 15.2 62.5

Online promotion/game 9.1 0.0

Transportation exhibit/fair 9.1 0.0 17a. "Other" responses Report the top 5 responses; your percentage totals will not equal 100%.

Pre-Campaign Post-Campaign 1st Most Indicated Other

Response Protesting hydraulic

fracturing Protesting hydraulic

fracturing

2nd Most Indicated Other Response

3rd Most Indicated Other Response



18. What is your gender? Be sure your percentages total 100%.


Female 44.9 54.9

Male 55.1 45.1 19. What is your student classification? Be sure your percentages total 100%.




Freshman 13.0 9.2

Sophomore 9.8 13.1

Junior 16.9 22.8

Senior 25.5 41.3

Graduate student 29.8 9.2

Non-degree seeking student 0.7 0.0

Faculty 2.0 2.4

Staff 2.3 1.9 19. "Other" responses Report the top 5 responses; your percentage totals will not equal 100%.


1st Most Indicated Other Response Alumni Alumni

2nd Most Indicated Other Response Pre junior Pre junior

3rd Most Indicated Other Response Non-student Consultant

4th Most Indicated Other Response Non-student

5th Most Indicated Other Response 20. Which age group best describes you? Be sure your percentages total 100%.


17 or younger 1.0 0.5

18-20 27.6 27.8

21-24 40.8 53.7

25-29 14.7 8.3

30+ 15.9 9.7 21. Where do you get information about activities on campus? (Choose all that apply) Since respondents can select multiple answers, your percentages will not total 100%.

Pre-Campaign

Post-Campaign

Campus paper 19.6 25.0

Campus email/newsletter 68.4 66.8

Campus radio 1.5 1.4

Campus television 0.7 1.9


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ANGA FINAL REPORT

Campus website/bulletin board 43.6 46.6

Club meetings/membership notices 27.4 34.6

Social networks (Facebook, LinkedIn, FourSquare, Twitter, etc.) 55.6 68.3

Friends/family 48.1 53.8

Flyers/posters on campus 54.2 63.9 21. "Other" responses Report the top 5 responses; your percentage totals will not equal 100%.


1st Most Indicated Other Response Email Email

2nd Most Indicated Other Response Word of Mouth Blackboard

3rd Most Indicated Other Response Documentaries Learning Community

4th Most Indicated Other Response Learning Community Bearcat book


PRE-CAMPAIGN SURVEY GRAPHS




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POST-CAMPAIGN SURVEY GRAPHS


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ANGA FINAL REPORT

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TARGET MARKET UC Community The UC community includes not only undergraduate and graduate students, but also the staff, faculty, alumni and those invested in the university. There are about 40,000 undergraduate and graduate students at UC. The majority of the market is between the ages of 18 to 25 and undergraduate students. UC being an urban campus with many commuters, these students are continuously bombarded with flyers, events and advertisements. Strategizing toward their preferred methods of communication is crucial. Students prefer on-the-go and concise information that will not take up much of their time.

POSITION Attributes & Benefits The position is to focus on specific characteristics and benefits of natural gas to promote awareness and education. Justification The position was established based on target market research. Focusing on specific characteristics, benefits and facts about natural gas will promote a positive view of the product as well as uncontroversial.

MESSAGE Natural Gas: A Cleaner Alternative, Fueling Jobs Honesty – A Cleaner Alternative It will not be stated or implied that natural gas is the complete answer to our energy problems. It is an option to be considered, and this philosophy ensures other energy resources are not put in a negative light by the natural gas industry. Jobs – Fueling Jobs Ohio is a production state and jobs are the greatest benefit to our target market. Adding this phrase to our slogan creates a specific and relatable reason as to why our market should be interested in natural gas.


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ANGA FINAL REPORT

CAMPAIGN OBJECTIVES & GOALS OBJECTIVE 1 Develop and implement a community-based marketing campaign to educate and inform the local community on the positive impact of new technologies and practices in shale gas development and the benefits of natural gas GOAL: Raise positive awareness of natural gas and its benefits 25% by December 1, 2012 OBJECTIVE 2 Obtain both traditional and non-traditional media coverage and produce digital and other creative content for shale gas development and benefits GOAL: Obtain media coverage from 3 different mediums and create 3 types of creative content OBJECTIVE 3 Raise local public awareness that ANGA and the natural gas industry are dedicated to the safe and responsible development of this clean, abundant and affordable energy source for power generation and transportation GOAL: Raise awareness of ANGA’s dedication to safe and responsible development of natural gas for power development and transportation by 20% by December 1, 2012



OBJECTIVE 1

Develop and implement a community-based marketing campaign to educate and inform the local community on the positive impact of new

technologies and practices in shale gas development and the benefits of natural gas

Goal: Raise positive awareness of natural gas and its benefits 25% by

December 1, 2012

Advertising Team Objectives

Assemble an effective, cost-efficient media mix to reach the target market Design professional creative pieces

Track each tactic to measure effectiveness

Tactics

Create event flyers, NatiAtom flyers and banners, yard signs and posters for the events. Design stickers and NatiAtom T-shirts as extra promotional

materials to draw attention and email campus list servs to gain survey responses and promote events.


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ANGA FINAL REPORT

OBJECTIVE 2

Obtain both traditional and non-traditional media coverage and produce digital and other creative content for shale gas development and benefits

Goal: Obtain media coverage from 3 different mediums and create 3 types of

creative content

Public Relations Objectives

Develop and maintain relationships with campus media, local media Generate free media exposure for your campaign

Track impressions and collect original samples of all media hits

Tactics

Create and implement an integrated social media plan for NatiAtom and update the UC Cinfluence media. Compile a media contact list. Write 3

press releases.



OBJECTIVE 3

Raise local public awareness that ANGA and the natural gas industry are dedicated to the safe and responsible development of this clean, abundant and affordable energy source for power generation and

transportation

Goal: Raise awareness of ANGA’s dedication to safe and responsible

development of natural gas for power development and transportation by 20% by December 1, 2012

Event Objectives

Create a comprehensive integrated campaign strategy to meet all client objectives

Unite all departments with regard to positioning, messaging and tactics of the overall campaign strategy

Track campaign results to measure effectiveness

Additional Objectives: Continually increase attendance and engagement

Use products meaningfully and effectively Educate through events created with our targets’ demographics and

psychographics in mind

Tactics

Meet Natural Gas - Informational event promoting campaign Natural Gas Grill Out - Final event building natural gas awareness and

knowledge


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ANGA FINAL REPORT

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Event Flyer

NatiAtom Flyer Natural Gas Stickers

NatiAtom T-shirts Meet Natural Gas Poster

Natural Gas Grill Out Banner Natural Gas Grill Out Yard Signs

Emails to List Servs


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ANGA FINAL REPORT

Event Flyer: The event flyer was the main flyer passed out at our first event, Meet Natural Gas. To make passing out the flyers easier, as well as to save money, the flyer was designed as 4’’x6’’. Many UC organizations use this flyer size to promote events throughout the community. Having one flyer with the Natural Gas Grill Out event listed created an efficient means of getting information across to a wide group of people. Besides our NatiAtom social media presence, this flyer had the most impressions with 600 flyers printed. NatiAtom Flyer: These 6’’x4’’ flyers were hung in the halls in various college buildings as well as on tables and billboards. 200 were printed and distributed during the first half of the implementation phase. The main purpose of this flyer was to promote NatiAtom and natural gas awareness in general as opposed to just one event. QRS codes were placed on the flyer as an efficient and trendy way to direct viewers to the NatiAtom twitter page for continued connection to the campaign.

Natural Gas Stickers: The sticker design was inspired by the election stickers and the popular ‘I-heart-blank’ products. Natural gas campaign colors were used to create branding consistency and the slogan surrounded the sticker with ‘I - Ohio heart - natural gas’ in the center. The Ohio heart is a trend in voting stickers and Ohio products in the community. This ties back perfectly to Ohio being a production state, which inspired the part of our logo, "fueling jobs." In addition natural gas issues were recently voted on during the past election in Ohio, tying the sticker idea inspired by the election together with the natural gas campaign. 800 stickers were passed out two days before the Natural Gas Grill Out and used during the event. NatiAtom T-shirts: There were 49 T-shirts with NatiAtom and the campaign slogan used during the Natural Gas Grill Out. Team members wore the shirts as a uniform and winners of the Family Feud game during the grill out were rewarded for correct answers with a T-shirt giveaway. Meet Natural Gas Poster: This poster was designed for the table in the student union during the first event, Meet Natural Gas. The campaign slogan is the focus and the QRS code for the NatiAtom twitter page is added along with the mascot picture in the corner.



Natural Gas Grill Out Banner: This 4’ x 8’ banner was hung in between the pillars on McMicken Commons to create a backdrop for the Natural Gas Grill Out. Natural Gas Grill Out Yard Signs: Placed throughout the campus to draw people to the Natural Gas Grill Out were the 5 double-sided yard signs. The slogan and NatiAtom were added to the sign for branding purposes and also to create natural gas awareness for viewers who did not come to the grill out. Emails to list servs: Emails concerning the pre and post campaign surveys as well as the Natural Gas Grill Out were sent to various campus list servs. List servs used included the Communication department, Engineering deparment, Graduate students and Sustainability department.


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ANGA FINAL REPORT

Event Flyer



NatiAtom Flyer


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ANGA FINAL REPORT

Natural Gas Sticker



NatiAtom T-shirts

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ANGA FINAL REPORT

Meet Natural Gas Poster

Natural Gas: A Cleaner Alternative, Fueling Jobs

Meet Natural Gas

@NatiAtom



Natural Gas Grill Out Yard Signs

Natural Gas Grill Out

Follow @NatiAtom

Free Food Natural Gas Trivia T-shirt Prizes & More McMicken Commons



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ANGA FINAL REPORT

Natural Gas Grill Out Banner



Follow @NatiAtom




Campaign Mascot - NatiAtom

Social Media Plan - NatiAtom & UC Cinfluence Media Contact List

Press Release - Introduce Campaign Press Release - Pre-campaign Research & Upcoming Event

Press Release - Summarize Post-campaign


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ANGA FINAL REPORT

Campaign Mascot – NatiAtom Below is a detailed description and justification for NatiAtom. NatiAtom was integrated throughout our campaign and provided a friendly face to a complex issue. Social Media Plan - NatiAtom & UC Cinfluence: Our Social Media Platform explains in detail the different outlets we will be using and our strategy to do so. Media Contact List: A media list was compiled for media contacts in the area. They are local with a mix of print mediums and radio. Some are from the UC campus while others are from the Cincinnati area. The strategy for each outlet as well as the reach and impact has also been included. Press Release - Introduce Campaign: The first press release was sent out introduce the natural gas campaign to our community. Press Release - Pre-campaign Research & Upcoming Event: Following the first, the second press release focused on pre-campaign findings and the upcoming event plans. Press Release - Summarize Post-campaign: *Not sent out to media* The third press release was not sent out to the media due to time constraints. The press release was drafted however and summarizes the campaign.



Campaign Mascot – NatiAtom NatiAtom Description & Justification NatiAtom will be the voice of our campaign. His Twitter handle @NatiAtom will be on all advertising and PR materials directing our target market to the account for continuous information and a connection to our campaign. The Twitter account will promote events, facts and any other relevant information. It will be heavily integrated into all aspects of our campaign. The name NatiAtom is justified in many ways. First, he is the natural gas atom, CH4. Designing him as a cartoon makes him approachable and easy to relate to, which is essential when covering a complicated and complex topic with our target market. Second, Cincinnati is nicknamed ‘Nati’ which is a great connection to the campus and surrounding community. We also took Nati from the natural part of natural gas, which ties him back again to our overall campaign and the product. The construction cap on NatiAtom connects him to our slogan Natural Gas: A Cleaner Alternative, Fueling Jobs, which will be paired with NatiAtom on many of our promotional and PR materials. We are aware that there are numerous other jobs directly or indirectly related to natural gas that do not involve work on the well sites; however, the construction hat is a universal visual and symbol for jobs. In order to make this apparent, we will be sure to include postings relating to all of the career opportunities within the industry.

His colors will be integrated throughout our campaign. Yellow is our accent color and is included via his construction cap, connecting back to fueling jobs. The blue comes from the existing ANGA logo, tying everything back to our client in a strategic way. Both colors appeal to females and males and do not have any negative connotations relating to natural gas and our campaign. He will also provide branding consistency. NatiAtom and our slogan will be used as our branding as opposed to our existing UC Cinfluence branding. We wish to remain an umbrella organization that continually designs PR campaigns, with this specific campaign being one with its own branding.


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ANGA FINAL REPORT

The overall goal for NatiAtom is to have a mascot that makes the campaign relatable and to inform the target market how common natural gas is and the everyday uses it serves the community. He is integrated into all our tactics and will stand out in a strategic way in a large urban campus that is saturated with flyers and events.



Social Media Plan Accounts Twitter: @UCCinfluence and @NatiAtom Facebook: UC Cinfluence @NatiAtom Bio University of Cincinnati campaign team (@UCCinfluence) tasked with promoting the benefits of natural gas! Follow us along on our journey! @UCCinfluence Bio We will add to our current bio saying: This semester UC Cinfluence is implementing a marketing campaign to educate the UC campus and Cincinnati community on the many benefits of natural gas. Be sure to follow the campaign on Twitter @NatiAtom for more information. Overview We’ll be utilizing two social media platforms throughout the semester: Twitter and Facebook. They will provide us a great way to connect with our target audience while being cost efficient. Our tweets will include event details, natural gas facts taken from ANGA’s website, personal tweets updating everyone how we are doing on our campaign and links to bring more traffic to ANGA’s blogs, videos and press releases. We will also be using it to bring more awareness to ANGA’s Twitter and Facebook account. We will without a doubt keep @NatiAtom a professional Twitter account even with our personal tweets. Keeping a few personal tweets on our account will really help connect us to our followers. We’d like to keep NatiAtom as personable as can be so people will want to follow us and learn more.


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ANGA FINAL REPORT

@NatiAtom

@UCCinfluence



MEDIA CONTACT LIST

Campus Based News Record Bethany Cianciolo (Campus Life Editor) (513) 556-5912 [email protected] About: The News Record is the thrice-weekly, independent student news organization at the University of Cincinnati. From covering the latest news on campus and in Cincinnati to reviewing the best (and worst) in entertainment, The News Record is the voice of UC’s student population. This publication directly reaches the UC community, which is comprised of over 40,000 undergraduate and graduate students. Bearcast Will Wolkoff (Programming Director) [email protected] About: Bearcast Radio is the University of Cincinnati's student run internet radio station. This station reaches the UC community and while it has a smaller reach than the campus newspaper, it is still widely used by undergraduates. Cincinnati Community: City Beat Andy Brownfield [email protected] German Lopez [email protected] About: CityBeat is written primarily for 18-49 year olds who are active and engaged in the local community. CityBeat’s thoughtful news and social commentary, along with its extensive coverage of live music, theater, arts and events, provide readers with both an informational frame of reference and tangible entertainment options for their daily lives. Cincinnati Magazine Amanda Boyd Walters (513) 421-4300 [email protected] About: Cincinnati Magazine is a monthly lifestyle magazine concerning life in and about Cincinnati, Ohio for over 40 years. This publication features a more in-depth reporting style typically found with magazines. Readers range from young twenties to over 50. This medium will not primarily reach out to the UC student community, but will reach UC alum. UC alum continue to connect to the university through UC football games, which added to our decision to host our final event before a UC football.


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ANGA FINAL REPORT

Cincinnati Enquirer Bill Cieslewicz (513) 768-8398 [email protected] Mark Curnutte (513) 768-8362 [email protected] Cliff Peale (513) 768-8573 [email protected] About: Enquirer Media is the region’s most trusted source for local news, features, commentary discussion, and a leading multi-media advertising and marketing solutions company. It reaches the tri-state area community, which includes UC students. This publication is the go-to newspaper for the UC community who wants information about the surrounding area.



Cinfluence Public Relations Elizabeth Barnard University of Cincinnati (513) 258-6436 Cincinnati, Ohio [email protected] FOR IMMEDIATE RELEASE October 30, 2012

University of Cincinnati Selected To Participate In ANGA Collegiate Energy Challenge

Cincinnati, Ohio –The University of Cincinnati (UC) is one of a select group of schools throughout the

countryinvited to participate this fall term in the America’s Natural Gas Alliance (ANGA) Collegiate Energy

Challenge through EdVenture Partners. ANGA exists to promote the economic, environmental and national

security benefits of greater use of clean, abundant,domestic natural gas. UC students have created a student-run

public relations firm and marketing agency, UC Cinfluence, responsible for researching, implementing and

evaluating an integrated marketing campaign aimed at educating and informing their local campus and

community on the benefits of natural gas as an energy source. Each participating campus will be competing for

the chance to present their creative ideas to industry leaders from ANGA at the term’s conclusion. The top three

teams will win $1,000-$5,000 and travel to Washington, D.C. to meet their clients.

As part of the ANGA Collegiate Energy Challenge, students from UC have a rare opportunity to put

their education to work in the real world setting for a national organization.

“Working on this campaign not only prepares us for jobs in our field,” said Gabrielle Walter, a fourth-

year journalism student and Director of UC Cinfluence. “It also brings awareness to an important and complex

issue in our community—natural gas.”

Watch for more information about the ANGA Collegiate Energy Challenge at University of Cincinnati

through this fall term. For further inquires regarding UC Cinfluence’s campaign, please contact Elizabeth

Barnard at (513) 258-6436.

About America’s Natural Gas Alliance: America’s Natural Gas Alliance (ANGA) exists to promote the economic, environmental and national security benefits of greater use of clean, abundant, domestic natural gas. They represent 29 of North America’s largest independence natural gas exploration and production companies and the leading developers of the shale plays now transforming the clean energy landscape. As they make decisions about the clean energy future, ANGA seeks to inform and engage all stakeholders about the opportunities presented by greater use of this clean energy resource-improving air quality, adding jobs to the economy and enhancing energy security. Find out more at www.anga.us. About EdVenture Partners: EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at www.edventurepartners.com

###


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ANGA FINAL REPORT

Cinfluence Public Relations Elizabeth Barnard University of Cincinnati (513) 258-6436 Cincinnati, Ohio [email protected]

FOR IMMEDIATE RELEASE November 12, 2012

America’s Natural Gas Alliance (ANGA) and University of Cincinnati Join Forces for

Student-Led Marketing Campaign

Cincinnati, Ohio – The University of Cincinnati students have planned two campus

events to educate and inform fellow students and local community on the positive impact of new

technologies and practices in shale gas development and the benefits of natural gas as an energy

source. The campaign is designed to raise awareness that America’s Natural Gas Alliance

(ANGA) and the natural gas community are dedicated to the safe and responsible development

of this clean, affordable and domestic energy source for power generation and transportation.

Through this effort, students will design and distribute advertising materials and host two

events on campus. The first event the students will host is a panel of energy experts titled, The

Cleaner Impact of Natural Gas which will take place on November 15. A “Natural Gas Grill

Out” will follow on November 17 prior to the Bearcat football game, when students can enjoy a

hotdog cooked on a grill powered by propane, a by product of natural gas. This final event will

feature games and giveaways to promote awareness of natural gas and its relevance to the UC

community.

The campaign is the culmination of students from UC Cinfluence, Public Relations

Student Society of America’s (PRSSA) student-run PR firm, who have been participating this

semester through the ANGA Collegiate Energy Challenge, which is designed to give students

unique, real-world business experience creating a marketing campaign for a national



organization. “The experience has been great!” said Jordan Wood, fourth-year communications

student and member of UC Cinfluence’s Advertising and PR departments. I’ve really enjoyed

the experience of this fast-paced industry with our real-world deadlines and chain of command.”

Participating schools from across the country are competing for the opportunity to present

their campaign ideas to industry experts as part of the Scholastic Achievement Award

competition. Three student teams will be invited to present their campaigns in Washington, D.C.

and will have the opportunity to win cash awards for their school.

“We are all really excited for the opportunity that ANGA has provided us,” said

Gabrielle Walter, a fourth-year journalism student and UC Cinfluence director. “It’s not often

students are provided such a huge opportunity.”

Watch for more information about the ANGA Collegiate Energy Challenge at the

University of Cincinnati throughout this fall term. For further inquiries regarding the University

of Cincinnati’s project, please contact (513) 258-6436.

About America’s Natural Gas Alliance: America's Natural Gas Alliance (ANGA) exists to promote the economic, environmental and national security benefits of greater use of clean, abundant, domestic natural gas. They represent 29 of North America's largest independent natural gas exploration and production companies and the leading developers of the shale plays now transforming the clean energy landscape. As they make decisions about the clean energy future, ANGA seeks to inform and engage all stakeholders about the opportunities presented by greater use of this clean energy resource-improving air quality, adding jobs to the economy and enhancing energy security. Find out more at www.anga.us

About EdVenture Partners: EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at www.edventurepartners.com

# # #


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ANGA FINAL REPORT

*Third Press Release Was Not Sent Out To Media*

Cinfluence Public Relations Elizabeth Barnard University of Cincinnati (513) 258-6436 Cincinnati, Ohio [email protected]

FOR IMMEDIATE RELEASE November 25, 2012

UNIVERSITY OF CINCINNATI STUDENTS WRAP UP ANGA COLLEGIATE

ENERGY CHALLENGE

Cincinnati, Ohio – UC Cinfluence, Public Relations Student Society of America’s

(PRSSA) PR firm, received praise from America’s Natural Gas Alliance (ANGA) after

successfully executing an integrated marketing campaign to educate and inform their local

campus and community on the benefits of clean, abundant and domestic natural gas as an energy

source. UC Cinfluence created a campaign consisting of two events, ‘Meet Natural Gas’ and the

‘Natural Gas Grill Out’. The campaign reached more than 350 attendees on the University of

Cincinnati campus.

The campaign was the culmination of efforts by five UC students participating in the

ANGA Collegiate Energy Challenge - a unique industry-education partnership managed by

ANGA and EdVenture Partners that gives students the chance to apply their knowledge in the

real world. The program gives students the chance to develop and execute a campaign to raise

local public awareness that ANGA and the natural gas community are dedicated to the safe and

responsible development of this clean, abundant and affordable energy source for power

generation and transportation. UC was one of a select group of schools from around the country

chosen to participate in this program.



“I could not be more proud of a team of dedicated students, who took it upon themselves

to create a full corporate campaign in this short amount of time,” said Giles DeCourcy, a fifth-

year communications student and the presentations department head. “We all worked so hard and

put so much effort into making this a great learning experience for all of us.”

To wrap up the program, UC Cinfluence students plan to present the results of their

promotional campaign to ANGA representatives in a formal agency-style presentation. The

students will present their findings, including an increase in the percentage of UC students aware

of the benefits of natural gas. Other indicators of their success include a mascot designed to

represent natural gas with his own twitter page and stickers worn around campus with the saying,

“I love natural gas.” “Creating all of the advertising, PR and event materials for this campaign

was a challenge that improved the skill set of all of our members,” said Gabrielle Walter, a

fourth-year journalism student and director of UC Cinfluence

Across the country, each school participating in the ANGA Collegiate Energy Challenge

is competing for the opportunity to present their campaign ideas to industry experts as part of the

Scholastic Achievement Award competition. Three student teams will be invited to present their

campaigns in Washington, D.C. and have the opportunity to win cash awards for their school.

“My students had a fast paced, corporate experience,” said Suzzanne Boys, UC

Cinfluence faculty advisor. “They learned to cope with tight timelines, budgets and tedious

approval processes. I could not be more proud of these students.”

For further inquires regarding the UCCinfluence project, please contact Gabrielle Walters

at 513-659-2741.


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ANGA FINAL REPORT

About America’s Natural Gas Alliance: America's Natural Gas Alliance (ANGA) exists to

promote the economic, environmental and national security benefits of greater use of clean,

abundant, domestic natural gas. They represent 29 of North America's largest independent

natural gas exploration and production companies and the leading developers of the shale plays

now transforming the clean energy landscape. As they make decisions about the clean energy

future, ANGA seeks to inform and engage all stakeholders about the opportunities presented by

greater use of this clean energy resource-improving air quality, adding jobs to the economy and

enhancing energy security. Find out more at www.anga.us

About EdVenture Partners: EdVenture Partners is an organization dedicated to developing

innovative industry-education partnership programs. The objective of such programs is to

provide hands-on, real-world experience to students in tandem with providing marketing

solutions and recruiting access at colleges and universities to clients. EdVenture Partners has

designed and managed programs at over 1,000 campuses in North America and internationally.

Find out more at www.edventurepartners.com

# # #




Meet Natural Gas



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ANGA FINAL REPORT

Meet Natural Gas When: Nov. 13th & Nov. 14th 11 a.m. – 1 p.m. Where: Tangeman University Center Strategy: TUC is the student union on the campus where student eat and hang out with friends in between classes. Meet Natural Gas was an advertising event to promote the Natural Gas Grill Out and NatiAtom twitter as well as a positive awareness of natural gas. Details:

• Table was set up with a poster, hardhat, candy, and event and NatiAtom flyers.

o Poster - displayed NatiAtom, twitter address and the slogan.

o Candy - handed out for free, used to draw people to the table.

o Hardhat - represented jobs and safety.

o Event Flyers (600) - picture of NatiAtom, slogan, and the Natural Gas Grill Out were displayed.

o NatiAtom Flyers (200) - picture of NatiAtom, slogan, and twitter handle were displayed.

• As students/alumni/faculty visited the table they were told three facts

about natural gas

o Natural Gas burns 50% cleaner than coal and 25% cleaner than oil o Ohio is a top ten state for natural gas jobs, with 40,374 jobs o Average price per gallon of Natural Gas is $2.09

• Total Estimate of Event Attendees = 600



Natural Gas Grill Out When: Nov. 17th 10:45 a.m. – noon; Before the UC football game Where: McMicken Commons Strategy: The Natural Gas Grill Out was designed to reach as much of the UC community as possible in a short amount of time. The purpose of the event was to promote natural gas awareness and knowledge. Details:

· Free food including: hot dogs, potato chips, and water. o (Water bottles had stickers that read, “I love natural gas.”)

· The hotdogs were cooked on a propane grill.

o When people walked by the grill as they were handed a hotdog, the cook reminded each person that propane is a bi product of natural gas

· An 8’ x 4’ banner displaying NatiAtom and the slogan hanging in the back.

· Quiz questions about natural gas facts. o In order to get the food each person had to answer a question, after

you answered the question, you received a sticker (I love natural gas) and were able to proceed.

o Winners received a free T-shirt with NatiAtom logo and slogan.

• Five double-sided lawn posters displaying; NatiAtom, Natural Gas Grill Out, and Free Food with an arrow, directed people to the event.

• The nine workers at the event all

wore T-shirts with NatiAtom and the slogan displayed. The cook wore overalls with reflectors and a hardhat to represent jobs and safety.

o Three workers directed people to the event.

o Two workers asked the quiz


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ANGA FINAL REPORT

questions, passed out prizes and stickers.

o Three workers managed the food area and told people facts about natural gas as they were handed food.

o One worker took photos.

• New age music playing in the background

• Total Estimated Event Attendees = 275



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ANGA FINAL REPORT

Nov 2012 (Eastern Time)UC Cinfluence - ANGA, US Holidays

28 29 30 31 1 2 3

4 5 6 7 8 9 10

11 12 13 14 15 16 17

18 19 20 21 22 23 24

25 26 27 28 29 30 1

Hal loween 1 2 : 3 0 p m - General Mee t ing

Daylight Saving Time Ends

1 2 : 3 0 p m - Extra Mee t ing

Election Day 1 2 : 3 0 p m - General Mee t ing

Veterans Day 1 2 : 3 0 p m - Extra Mee t ing

1 1 a m - Meet Natura l Gas

1 1 a m - Meet Natura l Gas

1 2 : 3 0 p m - General Mee t ing

Natural Gas Gril l Out

Send Surveys

Send Surveys Send Surveys Send Surveys

1 2 : 3 0 p m - Extra Mee t ing

Thanksgiving

Final Report Due

Sun M o n T u e W e d Thu Fr i S a t



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ANGA FINAL REPORT

FINANCE OBJECTIVES: Efficiently and effectively allocate resources Maintain accurate records of all campaign value and expenditures Report accurate cost vs. value figures in final report

1

Expense LogSubmittal Date: 11/26/2012

Receipt No.Reimbursement

Paid ToVendor on

Receipt PurposeAgency

DepartmentCheck Date

Check No.

Check Amount (Cost) Value

1 Giles DeCourey Office Depot Printing out Surveys Research 590 $86.27 $86.272 Giles DeCourey Walmart Candy for the Guerilla Campaign Events ##### 595 $33.22 $33.223 Gabrielle Walter Fed Ex Poster Events ##### 596 $42.50 $42.504 Gabrielle Walter Fed Ex Flyers Events ##### 596 $287.53 $287.565 Gabrielle Walter Zazzle Stickers Events ##### 596 $208.89 $208.89

6 Gabrielle WalterSurvey Monkey

Survey Monkey Subscription to view surveys Research ##### 596 $24.00 $24.00

7 Suzanne Boys Vista Print T-shirts for the Event Events ##### 597 $656.57 $656.578 Kinkos Fed Ex Banner for Event Events ### 598 $199.99 $199.99

9 Kinkos Fed ExYard signs, wire stakes, and flyers for event Events ### 599 $183.70 $183.70

10 Gabrielle Walter Fed Ex200 Response Cards and Photography Postings for event Events ### 600 $126.50 $126.50

11 Giles DeCourey Arts Rental Propane Refill Events ### 601 $15.60 $15.60

12 Giles DeCoureyGFS Marketplace Food for the event Events ### 601 $77.60 $77.60

13 Giles DeCourey Costco Food for the event Events ### 601 $115.06 $115.0614 Gabrielle Walter Lowes Twine to put up Banner Events ### 600 $6.90 $6.90

15 Gabrielle Walter Office Depot Paper for Signs and Bells for Event Events ### 600 $29.45 $29.45

16Elizabeth Barnard CVS CDs for Event Pictures Presentations ### 602 $14.87 $14.87

17 Gabrielle WalterSurvey Monkey

Survey Monkey Subscription to view surveys Research ### 603 $24.00 $24.00

18 Gabrielle Walter Fed ExSuper Strong Tape for Hanging Posters Events ### 603 $3.72 $3.72

19 Gabrielle Walter Fed Ex Printing of Final Report Presentations ### 603 $116.07 $116.0720 Gabrielle Walter Fed Ex Thumbdrive for Report PDFs Presentations ### 603 $8.51 $8.5121 Gabrielle Walter Fed Ex Mailing of Final Presentation Presentations ### 603 $30.59 $30.5922232425262728

Total $2,291.54 $2,291.57

University of Cincinnati



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ANGA FINAL REPORT

Social Media Social media was evaluated based on followers and retweets. Our number of followers continued to grow and totaled 114 after two weeks of event implementation. With more time the numbers would have continued to grow.

Surveys Our main form of evaluation was the Pre and Post campaign survey results. Below are listed some of the significant findings. There was an overall increase in awareness of natural gas as well as attendance to natural gas events on the campus. 13. Based on what you know about natural gas, which of the following comes closest to your view of increased natural gas development in the U.S.? Be sure your percentages total 100%.

Pre-Campaign

Post-Campaign

In full support of increased natural gas development 28.7 32.9

In opposition of increased natural gas development 9.4 12.5

Neutral 20.5 16.2

Need more information 38.9 37.5

Not interested in energy development 2.5 0.9 15. Have you seen, read or heard about natural gas in the media in the past 6 months? Be sure your percentages total 100%.


No 43.3 33.8 17. Have you attended any events on campus related to natural gas in the past 4 months? Be sure your percentages total 100%.


No 95.4 89.7 17a. If yes, please indicate which activity you attended (Choose all that apply): Since respondents can select multiple answers, your percentages will not total 100%.


Career/employment fair 42.4 12.5



Guest lecture/presentation 48.5 20.8

Movie 18.2 16.7

Outdoor event/festival 15.2 62.5

Online promotion/game 9.1 0.0

Transportation exhibit/fair 9.1 0.0

Limitations Due to the short timeline we had for event implementation, our results were not as we hoped. With more time we would have been able reach more of our target audience and engage with them. More events and media coverage were the two aspects of the campaign we wished to improve. It was difficult to spur interest in our target market about our campaign subject, natural gas. Despite branding and marketing efforts through an integrated social media plan and approachable campaign mascot, NatiAtom, we found it was easier to engage with the older members of the UC community such as the alumni and faculty. We recommend continued use of target market driven strategies to improve the interest of the natural gas industry among 18-25 year olds.

Documents

America's Natural Gas Alliance