For reprint

Phase I Overview, 2014Presented: February 16, 2015

Table of ContentsEXECUTIVE SUMMARY

SITUATION ANALYSIS

PROBLEM STATEMENT

SWOT

IMPLEMENTATION TIMELINE

COMMUNICATION PLAN

MEDIA RELATIONS TUSCALOOSA NEWS/ ALABAMA POWER ONLINE NEWSROOM ALABAMA POWER ONLINE NEWSROOM/ THE ODYSSEY SOCIAL MEDIA STADIUM VIDEO RISE VIDEO FACEBOOK TWITTER

RESEARCH

APPENDIX

4

5-7

8

9

10

11-12

13-161516

17-2320212223

24-27

BUDGET BREAKDOWN MEDIA PLAN STADIUM AND RISE STORYBOARDS FULL ARTICLES A.4. SOCIAL MEDIA FOCUS GROUP SCRIPT

TIMELINE

REFERENCES

Table of ContentsA.1.

A.2.

A.3.

A.5.

A.6.

A.7.

A.8.

Executive SummaryAlabama Power approached the College of Communication and Information Sciences with a goal in mind to improve its perceived reputation in the greater Tuscaloosa community. It was decided this would be a five-year campaign with funds totaling $250,000 given in $50,000 increments. In the spring of 2014, Capstone Agency partnered with the Digital Media Center to form a collaborative effort to successfully execute the first phase of the campaign. Capstone Agency formed a selective team to begin brainstorming the first phase with the Digital Media Center to establish the direction for the campaign. In the fall of 2014, the initial team of seven Capstone Agency members began implementing the first phase. In first phase of this campaign, the Digital Media Center created 2 one-minute videos that were played over a several week media buy on WVUA-TV. The videos were created with two different concepts to appeal to a wider range of audiences.The first video appealed to emotion, highlighting Alabama Power’s civic involvement within the community by showcasing employees volunteering at the RISE School. The second video focused on a rational appeal by telling the story of the Alabama Power team that was responsible for keeping the lights on at Bryant-Denny Stadium. Both videos were released in the middle of the 2014 football season at The University of Alabama.

The videos were also released through WVUA-TV and WVUA-TV’s social media accounts. Capstone Agency conducted focus groups to gather systematic research and insights for phase one. At the end of the fall semester, Capstone Agency presented a broad overlook of the gathered research and insights to Alabama Power employees.The research and insights found are set to determine the future direction of the upcoming phases of the five-year campaign.

4

Situation Analysis

Background Information

Alabama Power is an electric utility company operated by Southern Company, one of the largest electricity producers in the United States. Alabama Power is involved in generation, transmission and distribution of power. It provides electric utility service to 1.4 million residents, commercial businesses and industries covering two-thirds of Alabama.

Alabama Power is the second largest subsidiary of Southern Company and the dominant electric service company in Alabama. Specific to the Tuscaloosa area, the company is the only electricity company recommended by local guides. Alabama Power offers many points on its website that gives insight into its organizational culture. These points include customers first, environmental stewardship, economic development, energy conservation and community commitment. As later sections will show, the company works hard to meet these goals, particularly in the area of social responsibility.

Communication

Alabama Power uses news releases, traditional advertising and social media to interact with its customers and other publics. Its television advertisements are also available on the YouTube channel, “APCOAdvertising.” The channel has 35 subscribers and more than 1,000 views. Its main YouTube channel, “Alabama Power Company,” has 63 subscribers and 8,745 views.

Alabama Power’s Twitter account has 9,550 tweets and 28.4K followers. The company did not monitor feedback from followers until recently. Twitter is currently being utilized as a way to update Alabama Power’s customers when storms hit and electrical service is disrupted. Twitter is also being utilized to interact with customers on a personal level. Facebook is another important social media platform that is utilized. The company uses its Facebook page to release information and promote company events. The Facebook page has 22,709 likes. Customers turn to the Facebook page to express both positive and negative feelings about the company. Alabama Power responds to select Facebook posts from customers. 5

Key Publics

Alabama Power has more than 1,200,000 residential customers. It is important to note that for a vast number of Alabama residents, there are no alternatives to using Alabama Power other than to go without power services. This means the number of customers it acquires and maintains doesn’t necessarily reflect superior service as in many other industries, but rather simple necessity. While the Facebook page does contain a lot of positive interaction (mainly from people who have received assistance outside the state or people who had their power restored), most of the posts from customers in Alabama are either simply reporting outages or negative feelings about high power costs.

Key Publics

1. Students and Faculty at the University of Alabama2. Tuscaloosa Residents3. Alabama Residents4. Residental Customers5. Commercial Customers6. Industrial Customers7. Alabama Power Employees

External Factors

Many factors contribute to the success, opportunities and challenges of the selling of electricity for the company. These factors include maintaining a productive regulatory environment, maintaining and increasing sales during given economic conditions and managing and securing the recovery of costs. These costs include long-term growth of demand within the southeast, maintaining and securing eco-friendly standards, fuel, capital expenditures, weather and restoration following storms. Efficiently balancing required costs and expenditures with customer prices will continue to be a challenge for the company for the foreseeable future (Alabama Power, “2012 Annual Report [3]”, 2013)

Based on an order from the Alabama Public Service Commission, the company keeps a reserve that allows it to maintain expenses that cover maintenance and operations following major storm damage. The order approves a separate monthly Rate Natural Disaster Reserve (Rate NDR) included in customers’ fees. It consists of two components: 1) establish and maintain a reserve balance for potential future storms that is an on-going charge to customer billing, 2) allow recovery of an existing storm-related operations and maintenance cost and any future reserve deficits over a 24-month period. (Alabama Power, “2012 Annual Report [18]”, 2013)

6

On the company’s website, Alabama Power provides a “Storm Center” page. This page includes an automated outage reporting line where customers can call to report an outage at any time of day or night. It also provides a link to view tips on how to stay safe before, during, and after a storm.

Alabama Power received the Edison Electric Institute’s Emergency Recovery Award for its efforts in restoring power after over 30 tornadoes hit Alabama on April 27, 2011. This award is presented on an annual basis to a company that displays exceptional efforts following a disaster caused by catastrophic events. (“Alabama Power Receives Award for Tornado Response”, 2012)

Social Responsibility/Cause Related Marketing

While focusing on economic development, Alabama Power is devoted to protecting the environment. The company is supporting communities with five programs: Renew Our Rivers, Alabama Wild Power, Power of Flight, Longleaf Legacy and Five Star Restoration. The company also partners with a range of environmental groups. The company makes an effort to research and promote renewable technologies such as hydro and nuclear power in order to benefit the environment. (Alabama Power, “What We’re Doing,” n.d.)

Alabama Power sends repair crews to other areas of the nation when disasters strike to lend a helping hand in restoring power. In one case during the week of Feb. 2-8, 2014, Alabama Power sent 20 plus service trucks to Lancaster, PA, during a mass power outage caused by an ice storm. Lancaster residents turned to the Alabama Power Facebook page to express thanks and gratitude for their help.

The Learning Engineering and Applying Principles (LEAP) program was started by Alabama Power to promote the study of engineering and technology in middle and high school students (LEAP, “About LEAP,” n.d.). The program started in 2007 with a focus on the Birmingham area, but has since expanded.

7

Problem Statement

[The citizens of the greater Tuscaloosa area, specifically those in the University

of Alabama community are relatively unaware of Alabama Power’s positive

initiatives targeting local communities and engaging with its customers.

[8

SWOTOpportunitiesMaintaining a productive regulatory environmentIncreasing sales during given economic conditionsMaintaining and securing eco-friendly standards, fuel, capital expenditures, weather and restoration following stormsStrong level of community involvement

StrengthsProvides a service that constitutes a basic needHigh engagement with customers over social mediaEfforts to respond efficiently to disasters

ThreatsPossibility for increased competition from different utility providers Increased state or federal regulation Public discontent with relatively high electricity price

WeaknessesHigher utility charges for residents and businesses compared to surrounding statesNegative reactions can persist into the long termEasy to blame for external factors that are out of their controlWeather events can have severe impact on business

9

ImplementationTimeline

January 2014 - May 2014

August 2014

September 2014

October 2014

November 2014

December 2014

January 2015

February 2015

Five year campaign overview createdFinalized contract detailsCapstone Agency team formedPhase I planning begins

Communication plans book createdPlanning of implements finalizedMedia buys and spots are determinedTwo 1-minute videos created

Phase I plans finalizedLaunch date of implementation determined

Teasers released prior to launch dateVideos released on WVUA-TVTwo 1-minute videos approvedTeam members present plans for Phase I to Alabama PowerCampaign is actively implemented

Phase I implementation concludesFocus groups are conductedFocus group results analyzed

Team meets with Alabama Power to discuss results from focus groupDirection of future phases of five year campaign is discussed

Results from focus groups are analyzed in-depthCapstone Agency team members for Phase II selected

Overview of Phase I for campaign book is createdCapstone Agency team members give formal presentation to Alabama Power

10

Communication Plan

Goal

Increase positive perception of Alabama Power amongst members of the University of Alabama community by reaching into the greater Tuscaloosa area.

Objective 1

Launch a messaging campaign of Alabama Power within the Tuscaloosa DMA in a campaign that ran from Oct.18- Nov. 9, 2014

Strategy 1

Use stories of Tuscaloosa community members in order to connect the community back to Alabama Power and highlighted its positive influence

Tactic 1: Create rational and emotional videos that appeal to the Tuscaloosa community in order to test which approach is most effectiveTactic 2: Run videos exlcusivley on WVUA-TV in order to penetrate the targeted audienceTactic 3: Distribute videos online to maximize exposure to the targeted audience Strategy 2

Use WVUA-TV’s social media and deliver information to the targeted audience

Tactic 1: Tweet via WVUA’s twitter account, which has approximately 7,881 followersTactic 2: Post via WVUA’s Facebook fan page, which has approximately 8,476 likesTactic 3: Post via WVUA’s YouTube account, which has approximately 870 subscribers

11

Strategy 3

Engage the UA community to share the videos

Tactic 1: Engage other organizations inside the College of Communication and Information Sciences to share videosTactic 2: Engage University media outlets to share videosTactic 3: Engage with Kappa Alpha Theta sorority to share RISE video Strategy 4

Convey the positive Alabama Power influence on the University of Alabama campus and Tuscaloosa community utilizing traditional media

Tactic 1: Write and distribute a press release that explains the campaign and campaign media before the launch of the videosTactic 2: Write, distribute and pitch the story of the “unique experience” students gained in the partnership with Alabama Power Tactic 3: Capstone Agency team members write and publish stories on their experience during the campaign to help raise awareness of the campaign’s positive influence

12

Media Relations

Tuscaloosa News

Alabama Power Online Newsroom

Platform Online Magazine

The Odyssey

13

Media RelationsPurpose

The purpose of using media relations for the Power of People campaign was to engage publications to convey the community outreach of Alabama Power. The articles and videos highlighted the two angles of student partnership and community outreach efforts.

Method

Tasked with the goal of pitching the campaign’s story to various news outlets, the Capstone Agency team considered publications in both the Tuscaloosa and Birmingham areas where a story about Alabama Power and its video campaign would best fit. Using this idea, the media relations team wrote various stories that highlighted different angles of the campaign that suited different publications. In particular, the team wanted to highlight how the Power of People campaign created a unique, working partnership with several organizations. Alabama Power’s support gave students at the Digital Media Center at The University of Alabama, Capstone Agency and WVUA-TV the opportunity to gain real life experience with a real client.

Implementation

Given the stories with various angles about the campaign, the campaign was successfully pitched and published in different outlets, including The Odyssey, Alabama Power’s Online Newsroom, Platform Online Magazine and The Tuscaloosa News.

Results

Because the campaign was focused on reaching Tuscaloosa area residents, especially students and faculty, pitching to campus-circulated publications was the logical step. It served the campaign well to receive coverage in the Tuscaloosa News because of its concentration in the Tuscaloosa area and in counties immediately outside of it.While the angles of the RISE events and the working opportunity between Alabama Power and UA students will always be one of human interest, using them again in Phase II would be redundant. During Phase II some goals for greater success would be creating new, relevant and interesting angles for publication as well as reaching other campus publications like the “Dialogue”, the UA faculty and staff newsletter, University Relations and other small but audience oriented publications.14

Tuscaloosa NewsMedia relations contacted The Tuscaloosa News to inform the media outlet of the partnership between Alabama Power and Capstone Agency. This highlighted the work of the students, the Power of People Campaign and the videos released through WVUA-TV. The Tuscaloosa News reaches thousands of households in Tuscaloosa County and the surrounding areas.

October 18, 2014

*Please see the Appendix for full article

The Alabama Power News Center is a site allowing customers and the general public to access information about Alabama Power including its current projects and services in various communities across the state. Media coverage of the Power of People campaign on this site highlighted the efforts of Alabama Power in the Tuscaloosa community and at the University of Alabama.

Alabama Power Online Newsroom

October 27, 2014

15

*Please see the Appendix for full article

Platform Online Magazine

Platform Online Magazine is an online student publication pertaining to public relations. The magazine published a blog about Alabama Power and the five-year plan between the Digital Media Center and Capstone Agency. The post showcased the work of the students in Capstone Agency, the promotional videos and Alabama Power’s community outreach.

October 28, 2014

The OdysseyNovember 20, 2014

Media Relations sent a media pitch and press release concerning the Power of People Campaign to the Greek Student newspaper. This enabled Alabama Power to reach a large percentage of students at the University of Alabama.

16

SocialMedia

Stadium Video Results

RISE Video Results

Facebook Results

Twitter Results

17

Social MediaPurpose

Social media assisted in the Power Of People campaign by promoting two videos which told a story of Alabama Power employees’ realtionships with the company. The goal was to attract the attention of UA faculty and students enabling the audience to recognize Alabama Power not only powers the stadium, but gives back to the community. Using WVUA-TV to share Alabama Power’s message shows that the company wants to make a connection within the Tuscaloosa community. The social media posts ran from Oct. 16 to Nov. 2, 2014.

Method

For the campaign, Capstone Agency used WVUA-TV’s social media platforms to post about the Power Of People campaign and share the two videos. WVUA-TV promoted both videos on Vimeo, Facebook and Twitter. Since WVUA-TV has its Facebook and Twitter linked together, all content created had to be fewer than 140 characters including links, pictures and hashtags. In order to ensure the Power Of People message was being delivered in a consistent manner, only one hashtag was used throughout the social media campaign; #ALPowerOfPeople. Since Capstone Agency used WVUA-TV, a news outlet for social media, all content had to be newsworthy and non-biased. Social media content typically described the video, or used quotes from the video and always included the hashtag, #ALPowerOfPeople.

Implementation

During the first week of promoting the two videos through the social mediaplatforms, WVUA-TV shared them twice a day. After the first week, CapstoneAgency collaborated with the Digital Media Center. The team decided to only post once every other day for the rest of the campaign. Major posts were made onSaturdays and Sundays to reach our target audience. On Saturdays, the stadiumvideo was shared for gamedays in Tuscaloosa. On Sundays, the RISE Centervideo was shared.

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Results

The social media plan for the first phase was successful. Overall, both the Stadium and RISE video received coverage via social media without any negative feedback. During the first week of the campaign users watched, commented, shared, liked, favorited and retweeted the video post with their friends on social media. As expected, interaction between WVUA-TV followers and the videos declined after week one. Sharing the same story and video continuously for the following two weeks inhibited interaction from WVUA-TV Facebook and Twitter followers. At the end of the campaign, Capstone Agency looked at the insights for social media. The campaign generated enough interaction from WVUA-TV’s Facebook followers to collect data. The data from WVUA-TV’s Twitter account were insufficient because there was no interaction from followers.

The next few pages contain charts that give more information about each video and how WVUA-TV’s Facebook audience responded to both videos. More insights from Facebook can be found in the appendix.

Recommendations

After evaluating the social media plan for phase one, Capstone Agency recommends using a different social media outlet for the next phase. Having a third-party news outlet share the videos limited the number of audiences for Alabama Power. It also limited ideas for content since all content had to be neutral coming from WVUA-TV, a news outlet. Facebook users following WVUA-TV are interested in news-related stories, while fans of Alabama Power may not be interested in WVUA- TV or vice versa. Another recommendation is to not have the social media Facebook and Twitter accounts linked. Having to keep all posts under 140 characters including the hashtag, pictures and video links put a limitation on the posts going through Twitter and onto Facebook. Twitter and Facebook audiences differ in many ways, so each platform needs its own content.

Capstone Agency also recommends creating shorter videos for the future. An additional recommendation is for Alabama Power to post the videos created to its YouTube account and to share the videos on its own social media accounts as well. The best way for Alabama Power followers to learn about the campaign is for Alabama Power to share the message a few times. In addition, Capstone Agency was not able to pay to sponsor any content of the two videos on social media because there was not a budget set aside for sponsored content. In the future, plan to allot some of the budget towards sponsored content to reach other audiences that are not following the campaign.

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Stadium Video

1st Week 2nd Week 3rd Week0

1000

2000

3000

4000

5000

0

1000

2000

3000

4000

5000

Audience Reached

Video Views

More than 30 Seconds

4,927.6

2,271

619

2,648

75392.6 1,324

567 67

Above is a chart that explains the Stadium video shared on Facebook, into three dif-ferent categories: the average number of audience reached per post, the average video views per posts and the average number of people that watched the video for more than 30 seconds. This chart represents how much coverage the Stadium video received via social media during the three-week campaign. The “audience reached” column shows how many people saw a post on Facebook about the Stadium video. The “video views” column displays the number of Facebook users that watched the Stadium vid-eo. The “more than 30 seconds” column represents how many Facebook users watched the Stadium video for more than 30 seconds.

As the chart indicates, WVUA-TV social media followers stopped showing as much interest in the Stadium video after week one of the campaign. The reason for this is be-cause most of WVUA-TV’s followers had already seen the Stadium video twice within the first week; therefore, they had no reason to watch the video again during week two or three in the campaign. By the third week of the campaign, most of their followers just scrolled through a post about Alabama Power and the stadium. Viewers became uninterested in the same content being shared two to three times a week.20

RISE Video

The chart above displays how much interaction the RISE video received through WVUA-TV’s Facebook page. The chart shows the audience reached, the overall video views and views that were watched for more than 30 seconds. Over the 3-week cam-paign, the interaction received from users declined after the first week. At the begin-ning of the campaign, the video was new content on Facebook, so WVUA-TV follow-ers were interested in learning about how Alabama Power employees volunteer their time at the RISE School. After the first week, most of WVUA-TV’s Facebook followers had seen the video twice. Since the users kept seeing the same video over and over again, users started to lose interest by week two and three. Overall, posting the RISE video on Facebook did increase video coverage.

0

500

1000

1500

2000

2500

3000

3500

4000

Audience Reached

Video Views

More than 30 Seconds

3,765.6

1,183

222.6

2,195

793

93

2,333

711

74

1st Week 2nd Week 3rd Week

21

FacebookBelow are two sample posts made on WVUA-TV’s Facebook page for the Power of People campaign. One is about the RISE video, and one is about the Stadium video. These two posts were the most successful from the campaign because of the high interaction received from Facebook followers.

22

TwitterBelow are two sample posts made on WVUA-TV’s Twitter handle for the Power of People campaign. One post is about the RISE video, and one is about the Stadium video. These two posts were the most successful from Twitter because of the interaction recieved from Twitter followers.

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Research

Method

Implementation

Results

24

ResearchPurpose

Alabama Power has sophisticated quantitative measures to evaluate consumer sentiment. To supplement that initial research as well as test the initial reaction to Phase I of this project. Capstone Agency analyzed qualitative measures.

Method and Implementation

Three focus groups were held between November 10 and November 19, 2014. Each group was an hour. The first group consisted of students who live in off-campus apartments; the second group consisted of students who live on-campus housing; and the third group consisted of UA faculty members. There were 14 total participants. The students who participated were carefully screened to represent the overall UA student population consisting of both males and females ranging from freshmen to seniors with a wide variety of majors. The general group structure was set up in a way that first discussed the participants’ electricity bill payment habits. They were then asked to openly state their current knowledge and perceptions of Alabama Power as a corporation. Next, the participants were asked to recall any Alabama Power ads seen in the past and describe the type of media and channel that got their attention. Ater that, they were shown the two videos in the campaign, the one about the RISE Center and the other about the stadium. Following each video, participants were asked their impressions and thoughts on the video and what they liked and disliked. In the end, the group brainstormed recommendations for Alabama Power to better reach out to the UA community.

Current Knowledge and Perceptions

Most student participants could identify Alabama Power as their electricity provider but had limited knowledge of what the company does other than provide power. This was especially true with the on-campus students because they do not directly pay their power bills. The students also have not heard much about Alabama Power’s charitable contributions or community involvement. Faculty members displayed more negative attitudes towards Alabama Power. They felt that Alabama Power is hard to approach, non-transparent and too politically associated. A positive perception found common among all focus groups was that Alabama Power responds quickly when disasters hit.

Results

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Awareness of Advertisements

Two students from the focus groups had seen the stadium video on social media and one faculty member had seen the RISE video on WVUA. While there was some success reaching the audience, there were also noticeable problems with limited media coverage. Very few students watch WVUA; some faculty members watch it but only for a few minutes for news or weather.

Feedback on the Stadium Video

The stadium video appealed especially to on-campus students who felt the ad had quality footage and they could personally relate to the stadium and football concept. However, the video was too lengthy for them to stay interested the entire time and the voiceover made it sound like a political campaign. The off-campus group did not favor this video. The association with UA athletics made sense to them but was not interesting enough. They thought the tagline “the Power of People” in the end did not echo with the content because the video focused on lighting up the stadium rather than the people. Faculty were not impressed with the UA association. The video gave them the feeling of too much corporate messaging.

Feedback on the RISE Video

The RISE video held an emotional appeal to the off-campus group. Students liked seeing Alabama Power employees help each other and the RISE Center. They expressed the slogan “the Power of People” fit better with this video. At the same time, one student was confused how Alabama Power made contributions to the RISE Center because it sounded like it was the employees’ idea to volunteer. The group agreed that it would work better if Alabama Power initiated the volunteering program.

The on-campus group, on the contrary, couldn’t connect to this video as much as the stadium video. The students aren’t required to pay their powerbills therefore decreasing the awareness of Alabama Power and its role in the community. The content seemed irrelevant to them and lacked explanations. One student pointed out that the video was clearly an attempt to tug at heartstrings to get you to like the company. This was also the faculty group’s opinion. They stated Alabama Power was taking credit for its employees’ sacrifice. The participants were particularly not happy with the fact that it was during the employees’ lunch hours when they went to rock babies at the RISE Center because they did not receive time off to do it.

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Recommendation

The general attitude of the focus groups is that traditional commercials are not the best way to reach and connect with the UA community. It is preferred Alabama Power make tangible service efforts and clearly communicate its message to the audience in order to maintain a positive image among the community. A few examples brought up by the focus groups are to install charging stations in libraries, move towards a green campus with alternative energy sources, establish a scholarship program, to hold events on campus, to work with community nonprofits and give them a break on connection fees, etc. Additionally, more diversity of media outlets is strongly recommended to better reach the target audience such as popular TV channels, public radio, and online streaming websites such as Hulu and YouTube.

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AppendixBudget Breakdown

Media Plan

Storyboards

Articles

Social Media

Focus Group Transcript

Timeline

References

Budget BreakdownVideo Production $25,110.00 Pre-Production Service $7,060.00 Production Services $11,750.00 Post-Production Services $6,300.00

Media Costs $19,575.00 Ads on WVUA $19,575.00

Capstone Agency Fees $5,315.00Printing $315.00

Total Cost: $50,000.00

39.15%

Ads on WVUA-TV

Production Services

Pre-Production Services

Post-Production Services

Capstone Agency Fees

Printing

23.50%

14.12%

12.60%

10.00%0.63%

A.1.

Media Buys

A.2.

Objectives

• Run paid media on a continuous plan from Oct. 18 to Nov. 9• Achieve a reach of 74.7 and a frequency of 4.8 among UA faculty and staff as well as the Tuscaloosa community targets (represented by the 25+ DMA) • Achieve a reach of 26.8 with a frequency of 3 among UA student target (represented by the 18-34 DMA)

Strategy

A paid and earned strategy was used to reach the Tuscaloosa area. The campaign ran from Oct. 18 to Nov. 9 using a continuous media strategy. Using only WVUA-TV as an outlet will allow a concentrated reach within the Tuscaloosa community from a local video outlet.

18-34 Reach: 26.8 Frequency: 3.0 25+ Reach: 74.7 Frequency: 4.8

Media Plan

Stadium StoryboardA.3.

Frame #1

Frame #2

Frame #3

Frame #4

Video:Open, timelapse of Bryant Denny Stadium, fade out to next frame.

Audio:Instrumental piano music begins playing.

Video:Cut to ELS of lights turning on in Bryant Denny Stadium.

Audio:Instrumental piano music continues to play.

Sfx: Lights clicking on

Video:Cut to tight MCU shot of Greg Long.

Audio:Instrumental piano music fades as man begins to talk.

Greg:“My name is Greg Long, I’ve been with Alabama Power for 32 years. I’m the Operations Manager for the Tuscaloosa region.”

Video:Cut to cover shot of stadium.

Audio:Greg talking over faded instrumental piano music.

Greg:“There is a lot of things that goes into preparing for a game at Bryant Denny relative to restoring power should it go out.”

Frame #5

Frame #6

Frame #7

Frame #8

Video:Cut to MCU of Greg standing in the center of the stadium.

Audio:Greg continues talking over faded instrumental piano music.

Greg:“The amount of power that is consumed in the stadium during game day would be the equivalent to about 700 homes, the power they would use.”

Video:Cut to MCU of men working.

Audio:Greg continues to talk over faded instrumental piano music.

Greg:“The planning and the preparation that goes into game day here, we do that everyday for our customers throughout the regions that we serve.”

Video:Cut to ELS of the field goal.

Audio:Man contines to talk over instrumental music.

Video:Cut to CU of Greg Long.


Greg: “Helping people is why we do what we do and our whole team at Alabama Power feels that way.”

Frame #9

Frame #10

Video:Cut to Tight MCU shot of Greg Long.


Greg:“My name is Greg Long, I’ve been with Alabama Power for 32 years. I’m the operations manager for the Tuscaloosa region.”

Video:Cut to the Power of People and Alabama Power logo.

Audio:Instrumental music fades out.

RISE StoryboardFrame #1

Frame #2

Frame #3

Frame #4

Video:Open, cut to ECU of Teri Terry.

Audio:Light instrumental music playing in the background as Teri Terry narrates her personal story of the RISE Program.

Teri: “I’m Teri Terry, I’m an employee of Alabama Power Company, Ive been with them for 34 years…”

Video:Cut to LS of Teri and Ian.

Audio:Light instrumental music continues to play in the background as Teri tells story.

Teri: “…and i have a son Ian that is a RISE School graduate.”

Video:Cut to CU of old pictures of Teri and Ian.

Audio:Light instrumental music continues to play as Teri narrates her story.

Teri: “Ian was my very first child and so I was young and excited about being a new parent.”

Video:Cut to CU of woman talking.


Teri: “…and then we got the news that Ian did have Down Syndrome.”

Frame #5

Frame #6

Frame #7

Frame #8

Video:Cut to tight MCU of Teri and her co-worker at Alabama Power.

Audio:Light instrumental music contines to play as Teri narrates her story.

Teri: “I had so many friends at Alabama Power…”

Video:Cut to cover shot of the Stallings Center, Home of the RISE Program sign with the Stallings Center in the background.

Audio:Light instrumental music continues to play.

Teri: “…and they knew that Ian was going to the RISE School and they relied a lot on volunteers…”

Video:Cut to MCU of Ian pushing students down the hall of the RISE Center in a cart.


Teri: “…and so there was a group of Alabama Power employees…”

Video:Cut to CU of Alabama Power employee holding a baby while volunteering at the RISE Center.

Audio:Light instrumental music continues to play as woman narrates her story.

Teri: “…and we would spend our lunch hours rocking babies and feeding them bottles.”

Frame #9

Frame #10

Video: Cut to ELS of Teri Terry and Ian leaving the RISE Center.

Audio:Light instrumental contines to play as Teri concudes telling her story.

Teri: “…and so Alabama Power employees were a part of the RISE School during lunch hours…and we got so much out of it, and even now people say, “Hey! Let’s go back and rock some babies.”

Cut to the Power of People and Alabama Power logo.

Audio:Light instrumental music fades out.

Teri:“You know, yes, you always say there’s power in one, but when you have a company like Alabama Power, you just…you just really cant fail.”

University of Alabama PR Students’ Campaign for Alabama

Power to Debut SaturdayArticle from Tuscaloosa News

Some University of Alabama students are getting hands-on experience in their major fields by creating a pubic relations campaign showing how Alabama Power Co. and its employees interact with the university and the Tuscaloosa community.

The campaign called “Power of the People” will debut two videos exclusively on WVUA-TV on Saturday.

The videos feature two Alabama Power employees, Greg Long and Teri Terry, who highlight their connections to the UA campus. Long’s video, “Keeping the Lights On” will show him on the field inside Bryant-Denny Stadium.

The videos are the start of a five-year partnership involving Alabama Power and UA students and organizations — Capstone Agency, a student-run public relations firm; the Digital Media Center; and WVUA-TV.

“The best way I’ve been able to learn public relations is through real experience,” said Julia Johnson, a Capstone Agency account executive. “This campaign with Alabama Power has allowed me to execute the things I learn in the classroom. It’s my hope that other students in Capstone Agency and at the University of Alabama have experiences like I have had with this campaign. Public relations can’t truly be taught with textbooks — only by experience.”

Alabama Power approached Capstone Agency in February about developing a partnership that would help the company to communicate with the university and Tuscaloosa communities while providing a hands-on educational opportunity for UA students.

A.4.

“We were looking for a creative way to reach the university community and our customers in the Tuscaloosa area,” said Hallie Bradley, Alabama Power’s manager of community initiatives.

“We believe this partnership not only helps us communicate our involvement in supporting the university and the Tuscaloosa community. It’s also is a great way to give UA communication students some real-world experience,” said Mark Crews, vice president of Alabama Power’s Tuscaloosa-based Western Division.

The first two videos will run on WVUA until Nov. 9 and can viewed online at WVUA’s Facebook and Twitter accounts.

Article from Alabama Power Online Newsroom

Capstone Agency, Digital Media Center, WVUA work on campaignOct 27, 2014

“THIS RELEASE IS FROM CAPSTONE AGENCY AT THE UNIVERSITY OF ALABAMA”

FOR IMMEDIATE RELEASE Contact: Brittany Downey

October 14, 2014 Senior Media Relations Strategist

Capstone Agency

832-922-5982

[email protected]

Alabama Power Partnership Benefits UA Students

Capstone Agency, Digital Media Center, WVUA work on campaign

TUSCALOOSA, Alabama – Alabama Power has partnered with University of Alabama students and organizations to create the “Power of People” campaign. With the help of Capstone Agency, Alabama’s student-run public relations firm, the Digital Media Center and WVUA-TV, the student-produced campaign launched October 18 with the run of two student-produced videos. The first phase of the five-year partnership kicked off with the highly anticipated Alabama vs. Texas A&M football game. The videos aired exclusively on WVUA-TV and will continue to run on the station until November 9. The videos feature two Alabama Power employees, Greg Long and Teri Terry, and highlight their connections to the University of Alabama campus.

Alabama Power Partnership Benefits UA Students

“The best way I’ve been able to learn public relations is through real experience,” Capstone Agency account executive Julia Johnson said. “This campaign with Alabama Power has allowed me to execute the things I learn in the classroom. It’s my hope that other students in Capstone Agency and at the University of Alabama have experiences like I have had with this campaign. Public relations can’t truly be taught with textbooks - only by experience.”

The work on the campaign began back in February, when Alabama Power approached Capstone Agency about formulating a partnership that would help the company to communicate with the university and Tuscaloosa communities while also providing an educational opportunity for students. “We were looking for a creative way to reach the university community and our customers in the Tuscaloosa area,” said Hallie Bradley, Alabama Power’s manager of Community Initiatives.

“We believe this partnership not only helps us communicate our involvement in supporting the university and the Tuscaloosa community; it’s also is a great way to give UA communication students some real-world experience,” said Mark Crews, vice president of Alabama Power’s Western Division, which is based in Tuscaloosa.

The videos are accessible online at: https://vimeo.com/107644310 and https://vimeo.com/107644251. For more information on the Power of People campaign, please contact Brittany Downey at 832-922-5982 or [email protected].

A still shot from the video “Keeping the Lights On” featuring Alabama Power employee Greg Long, produced in partnership with University of Alabama communications students.

Power PlanArticle from Platform Online Magazine

Posted: October 28, 2014, 12:30 a.m.by Brittany Downey.

My friend Julia put it best when she said, “Public relations is truly taught by experience.” As we all know well, our world is full of trial and error, preparing for the worst and sighing in relief when it all goes right. Effective public relations takes work, cooperation and patience. It also takes the right opportunity to grow.Alabama Power recently awarded a grant to the new Digital Media Center at The University of Alabama. In conjunction with this grant, Capstone Agency, the University’s student-run integrated communications firm, joined forces with WVUA-TV and the Digital Media Center to create the Power of People campaign. Along with a few other talented teammates from Capstone Agency, Julia and I were given the opportunity to develop and implement the campaign as college students. Seems a little unconventional, right?Wrong.

I’ve learned most of what I know from my work in Capstone Agency. It’s given my co-workers and me a much-needed opportunity to learn and work in the public relations field before even completing our degrees. On the Power of People campaign, in particular, we were working with a large company, and that meant large expectations. But, in the end, we pulled it off and we learned a lot.

There’s no “I” in teamWith every campaign there are ups and downs. Tasks are thrown at you out of the blue and last minute details can get missed. Without the help of your co-workers, campaigns can quickly go sour.

Three days before our presentation to Alabama Power, the need for a news release arose. What would usually take about four days needed to be expedited in 24 hours. Without the help of my team, it wouldn’t have been accomplished; but with their help, the news release was picked up and appeared in the local newspaper just three days later.

Communicate well, communicate oftenCheck, double check and triple check that everyone on your team is on the same page. You’re a part of a team from the beginning to the end — or from research to evaluation in our PR world. You might as well become comfortable with everyone. Make sure team members are kept up to speed on what they miss.Julia, as our account executive, learned a lot about communicating with the team. For example, scheduling college students seems impossible. Not everyone could meet at the same time, which led to many late nights and early mornings. Teams inside Capstone Agency, WVUA and the Digital Media Center were consistently kept in the loop. Julia really perfected the concept of “no man gets left behind,” which is critical when it comes to reaching your deadline and making your mark.

Be gratefulWorking for a client is a blessing and occasionally, yes, a curse. Sometimes a client’s ideas align with your strategies, and other times they don’t. You’ll agree and you’ll disagree, but you must always remember to remain grateful. Without your client, you wouldn’t be working. Without your client, your talent wouldn’t be shown.Alabama Power’s partnership with Capstone Agency, the Digital Media Center and WVUA created a unique opportunity for several spheres of students to grow. The faith that clients, like Alabama Power, have in our team and organizations at large speaks volumes for the quality of students working in public relations today. Without collaboration, we wouldn’t keep growing. Without collaboration, we wouldn’t be working.

Power of PeopleArticle from The Odyssey

Capstone Agency, the student-run integrated communications firm at The University of Alabama, is helping implement the first phase of a five-year partnership with Alabama Power called the Power Of People campaign. Alabama Power approached the College of Communications and Information Sciences, last year, with a goal to help provide students with first-hand experience on a communications campaign experience.

“Working on this campaign has been such an amazing learning experience,” said Assistant Account Executive, Morgan Chandler. “It has taught me to not look at corporations on just a surface level, but to look at what they are doing behind the scenes.”

Part of the campaign consists of two videos that are being aired on WVUA-TV. These videos highlight the work that Alabama Power provides for the Tuscaloosa community. Capstone Agency and the Digital Media Center partnered together to create the series of videos. This opportunity provided students with a unique learning experience with the creation of the communications campaign. In one of the videos, Teri Terry, an Alabama Power employee, talks about the support Alabama Power provided for her and her family when her son was diagnosed with Down syndrome. While her son was a student at the Rise Center, Alabama Power employees would spend their lunch hours rocking babies and playing with the children there. Now, Terry’s son works as an employee at the Rise Center and she is very grateful for the assistance Alabama Power provided her during his childhood.

Alabama Power employees recently made an appearance at the Rise Center, attending their annual Halloween party and passing out goodie bags filled with candy for the children. Alabama Power has participated in the event for the past several years, and their employees have said that this is one of their highlights of the year.

“This year was my first volunteering at the Rise Halloween Party. It was such a treat to be able to spend time with the kids and see all of their creative costumes. Rise has done so much for the Tuscaloosa community and I am thrilled that the Alabama Power Service Organization partners with Rise throughout the year to make events like this happen,” said Alabama Power employee, Anna Catherine Roberson.

The University’s Greek system is even doing its part to help the Rise Center. On October 19, Kappa Alpha Theta hosted a fall festival for children and their families of the Rise Center. The day was filled with fun activities for the children and their families to participate, including Halloween-themed arts and crafts.

“It’s always been a blast to interact with the children of the Rise Center. Our fall festival allowed us to entertain local kids while raising money for a great cause,” said Kappa Alpha Theta President, Elisa Richards.

At the festival, Alabama Power’s Rise video was shown for all of the families. Many attendees were touched by Teri Terry’s personal story of her journey with her son. Families were able to relate to her story and found it to be very inspirational. As Teri Terry says, “ You always say there is the power in one, but when you have a company like Alabama Power you really can’t fail.”

It’s the volunteers like Alabama Power and the members of Kappa Alpha Theta that make the Rise Center so special and welcoming to its students. The Rise Center does so much for the greater Tuscaloosa area that it is very moving to see the community giving back to them. Alabama Power has not only helped the students at the Rise Center, but has also helped students at The University of Alabama by giving them unparalleled experience creating a communications campaign, something most students across the country will never receive as undergraduate students. It is experiences like this that make the Tuscaloosa area a welcoming community.

Social MediaFacebook

The graphs below describe the Facebook interaction received from followers on the Power of People posts made from WVUA-TV’s account. The social media campaign ran from October 16, 2014 through November 2, 2014.

At the start of the campaign, WVUA-TV’s Facebook had 8,482 likes.

A.5.

Twitter

At the start of the campaign, WVUA-TV’s Twitter had 7,885 followers.

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Average Stadium Video Likes


This chart indicates how many likes the Stadium video received throughout the campaign on Facebook. Once again, during the first week the Stadium video received the most interaction. After week one, the number of likes received continued to decline throughout the campaign. The number of likes fell in week two and three because Facebook users are not likely to interact with the same type of post more than once. If a social media user sees the same content over and over again on a news outlet, then the users become uninterested in the content.

Social Media

The adjacent chart displays how many WVUA-TV social media followers shared the Stadium video on Facebook throughout the three-week campaign. At first, a good amount of followers shared WVUA-TV’s Stadium video with their friends. However, after Facebook users saw the video continuously, users felt no need to re-share the same video or story. The first week was the only week where users felt inclined to share this video. By week two, the Stadium video was old news to WVUA-TV followers. Those who shared the Stadium video in week two or three were Facebook users that saw the video for the first time.

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Average StadiumVideo Shares

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Average RISEVideo Likes

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The adjacent chart shows how many WVUA-TV Facebook followers liked the RISE video posts. As expected, the first week was when the video received the most likes on Facebook. After week one, the number of likes given by users fell. When users saw the same video during week two and three, users were not inclined to like the same video and story. However, more of WVUA-TV’s followers gave more likes for the RISE video versus the Stadium video.

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The chart to the right indicates how many WVUA-TV Facebook followers shared the RISE video with their friends. During the first week, multiple followers shared the video because the story of Alabama Power employees giving back was fresh news. After the first week, users shared the RISE video if it was the first time they saw the video. Facebook users do not like to re-share the same story, unless it was updated. It was expected that over the three-week time period, shares from WVUA-TV followers would decline.

This graph shows the demographics reached through WVUA-TV’s Facebook during the Power of People campaign. It is important to note that the campaign was imple-mented through WVUA-TV’s Facebook page so all posts reached WVUA-TV’s target audience.

This chart shows the breakdown of likes, comments and shares received from WVUA-TV’s Facebook followers during the time of the campaign.

It is important to note that the social media portion of this campaign was used through WVUA-TV’s account, so this graph shows details about all of WVUA-TV’s

posts, not just content related to Alabama Power.

The following charts shows the number of people reached during the time of the campaign through WVUA-TV’s account.

It is important to note that the social media portion of this campaign was used through WVUA-TV’s account, so this graph shows details about all of WVUA-TV’s posts, not

just content related to Alabama Power.

Focus Group ScriptGroup 1: Off-Campus Students

Participant Information:

# Gender Class Standing College1 Female Senior Human Environmental Sciences2 Male Sophomore Communication & Information Sciences3 Female Junior Communication & Information Sciences4 Female Senior Social Work5 Female Senior Commerce & Business Administration6 Male Junior Commerce & Business Administration

Current Interaction with Alabama Power

• All could identify Alabama Power as their electricity provider• Some get bills delivered to mailbox; some get electronic bills• Some pay their bills directly; some write checks to the apartment complex• There are varying ways they pay electricity, online and by checks• Most of them live with roommates. Usually one person pays the bill and

others write checks to that person• Getting bills every month is somewhat stressful. This month’s bill is so much

higher than last month’s• On how good a value they felt they get from electricity on a scale of 0-10, five

of them said 7-9 and one said 4-6

Knowledge and Perception of Alabama Power

• A majority of them didn’t know much about Alabama Power except that Alabama Power generates energy and sells it

• Largest and sole electricity provider in Alabama• Effective when disasters hit• #2 said Alabama Power grants community money to build infrastructure• #6 associated coal ash with Alabama Power. Frustrated about not having a

choice to choose an electricity company• #5 complained about a personal experience with Alabama Power’s customer

service• None of them had heard of any charitable contributions Alabama Power does

A.6.

Awareness of Alabama Power Advertisements

• #5 got an email from Alabama Power that looks like something about helping people, but she did not look at it

• #5 saw an Alabama Power commercial on Hulu over a year ago• #1 saw the stadium video but did not remember much• #2 remembered the slogan “Always On”

Thoughts on Stadium Video

• “700 homes” stood out• Association with UA athletics made sense because, as a dominant company,

Alabama Power doesn’t need to advertise their products• Felt the ad is more emotional than rational in its nature• The slogan “the Power of People” did not make sense with the ad because the

video focuses on the stadium rather than people. There aren’t even people in the seats

• Would rather have had Alabama Power’s company logo at the end. It would be more recognizable

Thoughts on RISE Video

• Felt it’s an emotional ad and liked that Alabama Power employees help each other and the RISE Center

• #5 liked the video because she is familiar with the RISE Center• The slogan “the Power of People” fit better with this video • #3 didn’t get how Alabama Power helped with the RISE Center because it

sounded like it was the employees’ idea. Others agreed it would work better if it was Alabama Power who initiated the program

Recommendations for Alabama Power

• A lot of people don’t know how to pay bills. Alabama Power could make it easier for people who can’t read or don’t have computers to pay their bills

• Put charging stations at every table in libraries and include cords• A discounted rate for students• Provide education materials that explain electricity bill fluctuations • Move towards a green campus with alternative energy sources• Sponsor a student to kick a field goal at football games and it will be good

publicity for Alabama Power at the same time• Create programs for students with relative majors to volunteer or intern at

the company• Provide scholarship programs

Group 2: On-Campus Students


# Gender Class Standing College1 Female Senior Communication & Information Sciences2 Female Sophomore Communication & Information Sciences3 Male Freshman Commerce & Business Administration4 Female Freshman Education5 Female Sophomore Communication & Information Sciences6 Female Sophomore Communication & Information Sciences

Knowledge and Perception of Alabama Power

• Because the students live on campus, they don’t pay their bills and don’t have specific opinions about Alabama Power

• Alabama Power is a power company that keeps the lights on• “The only time you deal with them is probably when you are over-charged”

Awareness of Alabama Power Advertisement

• Only one girl saw the stadium video on social media and that was because one of her friends who works at Capstone Agency shared it


• Overall good ad. Nice quality footage and is visually appealing• It is good to put a face to Alabama Power• Could personally connect to the stadium and football concept• Liked the slogan “the Power of People”• Perception of Alabama Power improved after watching the video• Would possibly share the video on Facebook if there was an article attached• The negatives: it’s a little too long for a TV commercial; the voice makes it

sound like a political campaign


• Felt the content is a little irrelevant to what the company does• Some of the on-campus students did not know much about Alabama Power

so this video confused them on what the company actually does as a job• Felt the video is not “realistic” enough and can not connect to it• #5 could tell that Alabama Power is “trying to get you to like them” through

this video. The video maybe helped improving the perception, but “you probably won’t remember it when you are overcharged”


• Putting more charging stations on campus is a great idea• Be more personable and visible about what they do

Bill Paying Habits

• #1 receives bills online and uses auto payments; #2 also pays online but likes to receive bills in the mail as a reminder

• Both surprised at a higher power bill after relocating to Alabama. #2 felt that a higher bill is due to lack of efficiency and lack of competition

• Disliked the lack of options when choosing power company• On the value of what they pay for power on a 0-10 scale: #1 said 10 because

“I get what I need”; #2 said 4 because of comparative high cost.

Group 3: Faculty


# Gender College Years Lived in Tuscaloosa1 Female Human Environmental Sciences 162 Female Human Environmental Sciences 3

Views on Corporate Social Responsibility

• Extremely important• Companies should inform the public about corporate social responsibility

efforts• Wants transparency and reports on what company is doing – online reports,

reports to media• Companies should enact programs to encourage efficiency

Knowledge and Perceptions of Alabama Power

• Alabama Power is “a box that sits down there”• Needs more of a community spirit • Felt that Alabama Power engages in too much “big boy partnering” and

“won’t support” the little guy and is hard to approach• Alabama Power not transparent; flexes political power• Felt that Alabama Power selling appliances is a ploy to make money• Company logo is usually seen together with University of Alabama’s logo• Felt that if University of Alabama pays so much for power, “Alabama Power

better be sponsoring everything”• Alabama Power responds quickly when things happen, such as tornadoes


• Do things that show results – don’t spend money on ads• Speak at local churches because communities need ways to connect with

Alabama Power• Work with community nonprofits and give them a break on connection fees• Hold events at the beginning of semester to welcome faculty and students• Hold events towards the end of semester when people are worn out to “pep

people up”

Media Consumption

• #1 watches WVUA but only the first few minutes of news; #2 watches WVUA only during tornado seasons, and uses DVR and skips commercials


• Overall negative attitudes towards the video• The fact that it was lunch hour when employee went to RISE Center stood

out. “Individuals sacrificed, not Alabama Power. Alabama Power didn’t give them time off to do it” “When did they have time to eat lunch?”

• “The employee is the one who found it, not Alabama Power.” Felt that Alabama Power is taking credit

• The video was a blatant attempt to tug at heartstrings with a distorted message

• Alabama Power is “not participating in their own message”


• Not impressed with the University of Alabama association • “Big boys handshaking each other” • Felt Alabama Power should instead go to people who do not have electricity

and light up 700 homes in Tuscaloosa for free and then show that instead• Alabama Power needed to show something real, such as line workers in the

wake of a storm-caused outage • Did not echo with the tagline “the Power of People”

March 21, 2014Alabama Power Meeting with Capstone Agency

April 18, 2014Alabama Power Meeting with Capstone Agency

August 22, 2014Alabama Power Meeting with Capstone Agency

September 4, 2014Shooting of videos

September 30, 2014Videos completed

September 30- October 6, 2014Videos approved by Alabama Power

October 3, 2014Capstone Agency presentation to Alabama Power

October 16, 2014Tuscaloosa News press release

October 18, 2014Launch of Videos; Conference call between Alabama Power and Capstone Agency

October 22, 2014Kappa Alpha Theta RISE event

TimelineA.7.

October 23, 2014Alabama Power meeting with Capstone Agency

October 27, 2014Focus Group forma sent to Capstone Agency

October 27, 2014Alabama Power News-room press release posted

October 28th, 2014Alabama Power and RISE Center Event

October 28, 2014Platform Magazine Blog entry posted

October 29, 2014Odyssey article sent for aproval

October 18-November 9, 2014Videos aired on WVUA

November 2, 2014Odyssey article deadline

November 4, 2014Focus Group forms due to directors

November 10-November 19, 2014Focus Groups conducted

November 20, 2014All research reports turned in

November 25, 2014Research completed

November 30-December 5, 2014Rough draft Plan Book turned in for edits

December 3, 2014Alabama Power meeting with Capstone Agency

January 6, 2015First team meeting back from Christmas break

February 1, 2015Award entry for campaign sent

February 9, 2015Final draft of Phase 1 Overview Book completed

February 10, 2015Book sent for approval from Stephen Bradley

February 16, 2015Alabama Power and Capstone Agency meeting

November 12, 2014Odyssey article published **Capstone Agency team meets every Tuesday and Thursday evening

ReferencesAlabama Power. (2013). 2012 annual report. Retrieved from http://www.alabamapower.com/aboutus/pdf/APC%202012%20ANNUAL%2 REPORT.pdfAlabama Power. (n.d.). About us. Retrieved from http://www.alabamapower.com/about-us/home.aspAlabama Power. (n.d.). Background. Retrieved from http://www.alabamapower.com/about-us/background.aspAlabama Power. (n.d.). Generating plants. Retrieved from http://www.alabamapower.com/about-us/plants/home.aspAlabama Power. (n.d.) Job employment form. Retrieved from http://www.job-applications.com/alabama-power-application/Alabama Power. (n.d.). History. Retrieved from http://www.alabamapower.com/about-us/history/home.asp#my-overlayAlabama Power. (n.d.). Storm center. Retrieved from http://alabamapowernews.com/storm-center/Alabama Power. (n.d.). What we’re doing. Retrieved from http://www.alabamapower.com/environment/what-doing/Bennet, L. (n.d.). Why Republicans oppose the sale of the TVA. Muckety. Retrieved from http://news.muckety.comFord, R. (2014, February 8). Lancaster, Pennsylvania thanks ALABAMA POWER for coming this past week to our area, to restore electric to so many without it!!! We cant thank you enough!!!!! [Facebook Timeline Post] Retrieved from https://www.facebook.com/AlabamaPower/timeline?filter=2LEAP. (n.d.). About LEAP. Retrieved from http://www.readytoleap.org/pages/about- leap Mann, G. (2014, February 7). I am very upset with Alabama Power!! My power bill has more than doubled for one month and the representative at Alabama Power states that it is because of the cold weather! This statement to me is totally bogus! I believe... [Facebook Timeline Post] Retrieved from https://www.facebook.com/AlabamaPower/timelinePowerSouth Energy Cooperative. (n.d.). Corporate overview. Retrieved from

Capstone Agency Team:Julia Johnson, Account ExecutiveKendall Sellers, Transitioning Account ExecutiveElisa Richards, Senior Digital Media StrategistCandice Ji, Research DirectorKyle Tindle, Research AssistantBrittany Downey, Senior Media Relations StrategistClaire Whorton, Creative Services

Digital Media Center Team:Elizabeth Brock, Director of Center for Public Television and RadioAmy Eifler, Programming Creative Services

Faculty and Staff:Neely Portera, Director of Development Communication & Information SciencesDr. Joseph Phelps, The Reese Phifer Professor and ChairmanTeri Henley, Capstone Agency Advisor

Capstone Agency was honored to begin the Power of People campaign for Alabama Power in the Tuscaloosa area and our team is looking forward to continuing with the five-year plan.

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