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Safety moment - plastic • Safer – 1, 2, 4, 5 • Avoid – 3, 6, 7 (lead or hormone disruptors) • Don’t always trust “microwave-safe labels” – may not melt, but may still emit
contaminants when heated • Cannot overuse dishwashers on plastic • Be careful of plastic wrap, baby bottles, water bottles, Styrofoam containers,
plastic cutlery
• Safer to use stainless steel, glass or ceramics to store your food • Always check the bottom of your plastic products • Buy wooden toys for children • Purchase whole foods that aren’t pre-packaged
Focused on energy
literacy/ informing
Communicates different
messages, many assets
Connect on a human level
No activity in advertising campaign
Website banners indicate business
strategy
No established brand
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
No campaign activity in
market
Focus is on downstream operations
Digital banner to promote to
end users/ consumers
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
Connection points – safety & employee
relations
Not explanatory of projects
Negative publicity around TV ad campaign
No activity in advertising campaign
Website video explains oil/shale
production
No established brand
Global focus with inspiring messaging
“Simplest executions are
the most effective”
Differentiate through contests
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
Simple messaging,
future oriented
No direct access to advertising
assets via suncor.com
Employees are used throughout
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
Nationalistic approach to
gain support of pipeline
development
Straightforward tone
Employees also used to
communicate message
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
Lifestyle approach
Transferable messaging
“E=“
Fluffy messaging
Company Campaign Audience Assets Shell Shell Let’s go, #makethefuture
Global, young (kids to adults) Print, TV, web portal, interactive videos
Cenovus Fuelling our lives
Families, everyday people uneducated on the industry TV, print, web portal Canadian ideas at work
More than fuel
TCPL Keystone XL North Americans affected by the pipeline developments
TV, print, blogs
Suncor What yes can do Engaged Canadians TV, print, web portal
Enbridge Life Takes Energy Families, Canadian citizens TV, print, web page
Kinder Morgan Trans Mountain – The People Behind the Pipeline
Canadians affected by the development, environmental advocates
TV/online
Husky, Nexen, and CNRL are inactive.
Current activity – In market campaigns
41
Summary of brand themes : business objectives communicated
Focus on the future Technology & Innovation Leader in development
Shell Shell TCPL
Suncor Suncor Suncor
Enbridge Cenovus Cenovus
42
Social media/digital
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44
45
Current social media/digital activity
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Company # of channels Operations Industry wide Recruitment Social
innovation Branding related
Shell 9 X X X Suncor 5 X X X X Cenovus 5 X X X X X TransCanada 4 X X Nexen 4 X X X CNRL 3 X X Enbridge 3 X X X Kinder Morgan 3 X X X Husky 1 X
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External Analysis
Opportunities Threats
Differentiation through sustainability Cluttered – developed industry
Strategic social engagement Low crude price environment
Increased consumer engagement Negative reputation industry wide
“People don't buy what you do; they buy why you do it.
And what you do simply proves what you believe”
Why do you do what you
do?”
Simon Sinek
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Recommendation House advertising assets on suncor.com • Increase traffic to WYCD, give “personality” to
the site
• Similar to Cenovus and Shell
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Recommendation “Milk” the power of Yes • Utilize this language throughout WYCD as a way
to engage users, using Shell as a benchmark
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Recommendation Take the conversation to where it’s happening • Utilize social media more efficiently
• Authentic engagement, move away from text heavy posts
• 46% of consumers believe visuals increase credibility
• 55% of visitors spend less than 15 seconds on a website – quick, engaging text
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Recommendation Show off your human side
• Match our brand persona – emotional connection
• Behave in human ways – admit to faults, own up to
mistakes
• Different ways to creating assets to use online e.g. first person POV event videos less scripted oil sand tours
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Recommendation Engage, not entertain • Fun and entertainment ≠ actual engagement
• Have purpose: values that fuel engagement
• Driven by emotional values, not the rational care
more about what you stand for than what you sell
• Understand and identify their expectations and views – live up to it!
56
Recommendation Inspire from the inside out • Do people believe we exist to make $$ or to make a difference? We don’t
run on a 2D mission statement
• Turn attention inwards, foster highly engaged employee culture – focus more on internal audience • Employees as brand ambassadors – turn engaged employees into
advocates
• Don’t defer it to OM or HR – internal marketing can be more fun, less costly, and more impactful to bottom line
• Develop formalized advocacy program, building advocacy into job description/work goals, motivating through gamification, programs to keep the momentum going (checklists on The Core to show what they can do to represent Suncor)
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Recommendation Don’t be afraid, speak the truth • People are interested, so talk about it and don’t hide it
• Examples
• Aerie – #aeriereal / i’mperfect • McDonald’s – behind the scene • Advertising Standards Canada – don’t dress it up
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Learning from others Elections Alberta – Decide For Yourself https://youtu.be/dRJsuBUU6aU RBC – Someday https://youtu.be/ST3VH-i74sM McDonald’s – Our food. Your questions. https://youtu.be/6o6Hh6tQj2w ASC – Truth in advertising https://youtu.be/r8hP9-qnAxk Aerie - #aerieREAL https://youtu.be/DAHjSjbNA4I
