Communication Plan

Emily Young & Giuseppe LiquoriBusiness of Public Relations MCM-215-51

Kristen Mercure04-30-2015

1

Communication Plan

Executive Summary:

The Company proposes an event driven, 7-month campaign that will launch uPower into

the Denver community. On a $500,000 budget, The Company is prepared to offer 10

promotional events and charitable functions, social media maintenance and media outreach. The

campaign is designed to (1) Increase awareness of uPower in the Denver region by 40% by 2016

(2) Increase positive perceptions in the Denver community by 25% by 2016 (3) Generate a

minimum of 250 names as leads for the uPower sales team by 2016.

The Campaign is based on three key messages, (1) uPower cares about Denver and the

Rocky Mountain region (2) uPower cares about the environment (3) uPower is invaluable to the

area as a business. To distribute uPower’s key messages, the campaign will harness key

influencers in the area. The chosen key influencers include Union members, National Guard,

Rotary Clubs, NGO’s and the Denver Broncos. These influencers will be integrated into all

aspects of the campaign play a crucial role in the process to increase positive perceptions in the

Denver area.

Colorado is the most educated region in the state and the campaign will also rely heavily

on media outreach to the most respected new reporters and industry relevant bloggers in the

Denver area. The campaign will target reporters through exciting media events and desk side

interviews. The relationships built through media outreach will amplify the 10 planned events

and charitable functions throughout Denver and the Rocky Mountain region.

The Company has prepared an exciting communication plan that addresses the most

influential community members, reporters and athletes in the region. To read more about the

campaign, go to page 12.

2

Communication Plan

Strategic Business Objective:

Pursue acquisitions of producing properties, increasing properties by 20% before 2016

(Client RFP).

Proposed Communication Objectives:

Educate Denver residents about uPower, LLC and its position as an energy leader in the

area

Restore trust and credibility for uPower in the Denver, CO community

Help drive mineral rights lead generation for sales team

The overarching goal of uPower, LLC is increase the amount of producing properties in its

possession by 20% by the end of the year. Achieving this goal, uPower will be able to operate

and create profit without having to negotiate leasing contracts with property owners. This would

make the drilling and extracting processes more efficient, as the company will have the right to

use the property as it pleases, within state and national guidelines (King).

Achieving this goal is a matter of getting the company message out to the right people, the

people that own mineral rights in the Denver area. There is the potential that a negative view of

the industry, and in turn, uPower, can result in an unwillingness to sell mineral rights. This is

why it is vital to meet the companies proposed communication objectives to support the

acquisition of properties.  

The communication objectives synergize well with one another. Through educating the

community, we will be able to restore trust in the company, and in turn generate leads for the

sales team to acquire more properties. Customers are inherently distrustful of oil companies, a

result of negative portrayals of the industry by the media. By educating the community on how

uPower is a caring, responsible energy company, Denver residents can rest assured that uPower,

3

Communication Plan

LLC has their best interests in mind. Through education, we can rebuild trust. Through trust, we

can drive sales through leads we discover as a result of the campaign.

Should uPower fail to meet its communications objectives, uPower may maintain the poor

reputation shared by most oil and gas companies. While the consequences would not be as great

as BP Oil after their oil spill, a poor reputation will undoubtedly hinder uPower’s ability to

expand into the region and increase its property count.

Company Overview

uPower, LLC is one of the fastest growing independent oil and natural gas company in

America. At the end of 2014, the company had 1 billion barrels of oil equivalent (BBOE). The

company is committed to producing energy in a safe, responsible manner. They have policies in

place to protect the environment, public health, and is supportive of the communities.  Such

policies include the Green Drilling initiative, which aims to reduce chemical use in the drilling

process. Since its inception, the initiative has eliminated 10%-25% of the chemicals it uses at

major sites. uPower also reuses and recycles water from drilling sites in a process similar to

Chesapeake Energy’s Aqua Renew water recycling initiative, which can recycle anywhere from

89%-97% of water used at different sites.

To protect employees, uPower, LLC also has the SAFE program, which was founded in

2010. This program is designed to use a system of knowledge, empowerment, and accountability

to keep employees safe and accident free. The recordable incident rate has been positively

impacted since the deployment of the program and as part of the companies emergency response

system, field employees are trained using the same management system used by emergency

responders from FEMA to firefighters (Client Email, January 23).

4

Communication Plan

uPower, LLC operates approx. 5,000 wells and owns interest in approx. 2,500 non-

operating wells in the Rocky Mountains region of Colorado, Wyoming, and Utah. They operate

fractured-carbonate/shale reservoirs, tight-gas assets, coalbed-methane (CBM) natural gas assets,

and enhanced oil recovery (EOR) projects within the region. uPower, LLC has what is known as

the “Land Grant,” which gives the company fee ownership of mineral rights in 4 million acres of

land through Colorado, Utah, and Wyoming and is considered a major competitive advantage.

The Land Grant enhances the company’s economic returns from operations within the Land

Grant, offers opportunities for drilling without expiration, and allows the company to receive

royalties from third-party production on Land Grant acreage.

Collaborators:

uPower, LLC has allies within the community in the form of strong labor union

connections in Colorado, as well as rotary clubs and Colorado National Guard. Pat Bowlen is

also on the company’s board of directors, though is stepping down due to medical reasons. These

are all allies that uPower can look to for reliable support in spreading our message and improve

uPower’s reputation in the community.

Labor unions are very influential among the working class. These are the people that run

Denver’s industries, not just mineral extraction. It is ideal to have them as allies. They give

uPower a positive image as a responsible employer and their support lends itself to positive

coverage in the local media.

Rotary clubs bring together community leaders around the nation. Having the local rotary

clubs is big, as this already gives us a positive image among community leaders, who are often

opinion leaders. These are the people that others look to in order to develop their opinion. With

5

Communication Plan

the opinion leaders looking favorably upon uPower, community members are more likely to do

the same.

The National Guard sits in a similar position as rotary clubs. It is made up of community

leaders and role models. Having their support is ideal.  

Pat Bowlen, despite medical conditions, still leverages the broad Denver Broncos fan

base in favor of uPower. We can use this influence to get Broncos players at events and Town

meetings if necessary.

Customers:

uPower, LLC’s customers are local distribution companies (LDC) across the US. The

company sells to over 500 LDCs of varying sizes, some small while others deliver gas to an

entire state. uPower, LLC does not have end user customers.

Competitors:

In the United States, there are over 50 large oil and gas companies operating drilling

sites, such as Exxon Mobil, Chevron, and ConocoPhillips (PetroStrategies.org). The Rocky

Mountain Area is among the most active areas in the US for oil and gas drilling, “in the fourth

quarter of 2013, 256 of the 1,138 horizontal rigs operating on U.S. land were in the Rockies

(Jaffe, 2013).” There are many companies in the region looking to expand their own operations.

uPower, LLC must also compete with organizations and community leaders that aim to portray

the company, and the industry, as “nefarious,” such as Greenpeace.

Other competitors are “alternative” energy suppliers, notably solar and wind. From 2007

to 2013, wind power energy production has grown by 309% and solar has grown by 607% in

MW-hrs (Hoium, 2014).  As more people switch to alternative energies, oil and gas prices may

6

Communication Plan

drop. This has the potential to affect uPower profits in the future but should not interfere with PR

efforts.

Climate:

In the US, oil and drilling are controversial topics, especially with repeated debates over

the Keystone XL pipeline. Domestic production of oil can be a point of pride for the American

people. With oil and gas prices at a 30 year low, President Obama praised productivity and an

increased reliance of domestic oil rather than foreign oil (Banco, 2015). This is a plus for

domestic companies such as uPower, LLC. However, there continues to be movements against

domestic oil production and the methods employed and must be counter acted by informing

communities about the benefits of domestic energy production.

Fracking is a controversial process in the United States. The process poses various

environmental consequences and proponents of alternative energy view it as a “distraction” from

widespread investment in renewable energy (BBC). Opponents of fracking cite high levels of

toxin and carcinogen usage in the process as an argument against the process, as well as the sheer

volume of water it requires (DangersofFracking.com)

uPower faces a myriad of both obstacles and opportunities on the path to meeting its

objectives.  It is essential to take these into account as we support uPower’s business objectives

in the Denver area.

Obstacles:

Negative portrayals of the industry in media

Growing movements and organizations against the industry

Rise of alternative energy sources

Mass refusal to sell mineral rights

7

Communication Plan

Crises resulting from operation failure that can hurt company reputation

Opportunities:

Support from community leaders, unions, Rotary clubs, and Colorado National Guard

President Obama praising domestic oil in 2015 State of the Union address

Conservative support in government

Stakeholders:

1. Customers

Customers are one of the most important stakeholders to uPower, LLC. Without customers,

uPower, LLC would not have any revenue to support its functions. We sell product to gas

stations, homeowners, businesses, airports, government, etc. All use our product extensively and

is important to maintain their satisfaction.

2. Denver Community

Denver, CO is a central hub for oil operations in the Rocky Mountains. Close to 10,000

people work for the industry within the city, “60% more than in Weld county (Jaffe, 2014).”

Despite not being the site of any drilling, the city of Denver still receives $17.9 million dollars

from commerce related to oil production and sale. In 2012, Denver employees received a total of

$1.5 billion in salaries. Because of this, it is safe to say there is support in the city for the

continued prosperity and function of the industry.

3. Consumers

uPower, LLC does not sell directly to consumers. However, their demand for oil stems from

the consumer. The demand for oil is therefore affected by this group’s perception of oil as both a

resource and an industry. It is uPower’s responsibility to portray itself positively to consumers to

maintain steady levels of demand.  

8

Communication Plan

4. Employees

Employees directly influence how uPower, LLC functions. Their productivity influences

uPower’s efficiency. Being so vital to the success of the company, uPower LLC has policies in

place to protect its employees, such as the SAFE program. Whether or not these policies improve

employee morale remains to be seen. Union workers have recently raised concerns over work

conditions at oilrig sites, encouraging employees to strike (Doan, 2015). Strikes have occurred at

9 sites, with one shutting down entirely as management took over six others. None of the strikes

have affected uPower, LLC facilities, however. uPower, LLC would like the continued support

and safety of its employees as it operates within the Rocky Mountains. The company is pleased

to be a leader in employee safety in the industry, thanks to the SAFE program.

5. Government

Government Policy regulates what uPower, LLC can and can’t do as a company in the

Oil industry. FERC, who oversees the regulation of transport of oil and natural gas (Ferc.gov).

The EPA sets regulations to reduce air pollutants in the industry (EPA.gov). Recently, President

Obama has unveiled plans to reduce methane emissions from oil and natural gas (Davenport,

2015). The goal of these regulations is to reduce methane emissions by 45% by the year 2025.

Many government officials see the oil industry as harmful to the environment, while others see

the industry as a focal point of the economy and a producer of jobs. uPower and the industry as a

whole wants to continue the narrative of oil companies as an important source of jobs in

America.

6. Competitors

In the United States, there are over 50 large oil and gas companies operating drilling sites,

such as Exxon Mobil, Chevron, and ConocoPhillips. They all interest in how and in what

9

Communication Plan

quantities oil is extracted, as they can be affected as well. In 2013, 256 of the 1,138 horizontal

rigs operating in America were located in uPower’s area of operations, the Rocky Mountain

region. Any acquisitions uPower, LLC makes in the area will affect how other companies will

operate in the region. Another competitor is the rise of Alternative Energy. Both wind and solar

power have seen substantial increases in output. Between the years of 2007-2013, wind power

has grown 309% and solar has increased by 607% in MW-hrs (Hoium, 2014). Their continual

increase in use replaces reliance on oil for energy, which can slow customer growth and decrease

resident willingness to sell mineral rights.

7. NGOs

Nongovernment Organizations oppose the oil industry and look to damage its reputation

by misrepresenting it in the media. Many of these organizations are grassroots efforts and

organizations from other states that seek to change policy in Colorado.

8. Labor Unions

With support from unions uPower’s operations move smoothly and encourage more workers

to join the company. If unhappy though labor unions can bring an operation to a halt as seen at

the oil refineries in recent news. (Seba, 2015)

9. Shareholders

With the current drop in oil prices world wide, shareholders are rightfully worried. They

do not blame the company specifically, though they are looking for uPower to do everything in

its power to ease their burden. Shareholders want to see uPower succeed, as they have a

monetary investment in the company.  uPower, LLC wants shareholders to have continued trust

in both the company and the industry. There are options for demonstrating this, such as buying

10

Communication Plan

back stocks while prices remain low. Oil companies have large reserves of cash to support a

buyback program to “juice returns for shareholders (Crowe, 2015).”

Campaign Summary

The Company’s planned Campaign will focus primarily on integrating uPower into the

Denver region. The campaign will emphasize uPower’s potential in Denver-specifically their

economic impact, as well as their dedication to environmental policies and programs that they

run to help circumvent the environmental cost of natural gas production. Safety procedures and

other protective measures that uPower operates with will be highlighted throughout the campaign

in an effort to increase positive feelings regarding uPower as a company. The goal is to

demonstrate to Denver and surrounding areas that uPower is a company that places value in the

communities it operates in, they respect the environment and they want to provide economic

benefits to the residents that live in Denver.

The company has created three key messages that will help place uPower as a beneficial

and liked company in the Denver area. These three messages will be threaded through the entire

campaign and ingrained in the minds of Denver’s influencers and all community residents.

Messages:

1. uPower cares about Denver and the Rocky Mountain Region

2. uPower cares about the environment

3. uPower is invaluable to Denver as a business

The campaign will run from the beginning of June through the end of December. A

timeline of tactics can be found in the appendix. The following will summarize the 10 tactics

used throughout the 7-month campaign. The campaign summarized below is based on a

$500,000 budget, 70% allocated to events, 20% to charitable functions and 10% to social media

11

Communication Plan

and media outreach. Emphasis is placed on events to ensure that uPower is literally seen all over

the Denver area, as this will be uPower’s introduction to Denver.

Tactic no.1: Media Hike

To kick off the campaign uPower will start by sending out its creative mailers and

invitations to a daylong hiking adventure. In the creative mailer each reporter is invited to the

trip and asked to RSVP. The daylong hike serves as a way to increase awareness and to increase

positive perceptions regarding uPower. uPower executives will accompany reporters and

bloggers on the hike, which will provide a relaxed and comfortable environment to educate

participants on uPower and its vision for Denver . At lunch time there will be opportunities for

everyone to ask questions and provides the executives some time to communicate uPower’s key

messages. The hike is a representation of how much uPower cares about Denver and the

environment.

Tactic no.2: Survey

A three-part survey will occur online and at a variety of events hosted by uPower

throughout the campaign. The surveys will be conducted in June, October and December. The

campaign will ask questions that get a better understanding of the community’s knowledge about

uPower and also track perceptions as they develop throughout the year.

Tactic no.3: Denver County Fair Title Sponsorship

The fair is a three-day event that features dancing, competitions, entertainment, kid

friendly activities, food, arts and crafts, etc with a goal to increase positive feelings toward

uPower. The fair will occur on July 31st through August 2nd. This tactic involves a $10,000

purchase of the title sponsorship and includes a large amount of logo and sign placement,

banners, placements in monthly emails, advertising placements and opportunities to speak

12

Communication Plan

directly with community members. A more in depth breakdown of the entire package can be

found in the appendix. The Denver County Fair provides optimal visibility in the Denver area

and it show that uPower cares about Denver and its community member.

Tactic no.4: Better Denver Concert Series

The “Better Denver” concert series is a four part concert series featuring local Denver

artists, food trucks, and a concert. The concerts will happen throughout July, every thursday. The

goal of the concert is to raise at least $50,000 for the Denver Foundation. Prior to every concert,

a representative from the Denver Foundation and uPower will take a few moments to talk about

the concert series and to thank all of those who helped put the event together. The concert series

is an opportunity to align uPower with a local charity that is cherished in the Denver community

and to increase positive feelings toward uPower. The concert series will reinforce that uPower

cares about Denver and uPower is invaluable as a business.

Tactic no.5: Rail Jam

The Rail Jam will happen during the month of November, on 16th Street. The Company

picked this location because it is located in the heart of the Denver shopping area and 16th street

features a massive sign that says “Denver”, offering up great photography opportunities. The

Denver Metro area is located about 2 hours away from any ski resorts, however skiing and

snowboarding are a huge part of Colorado culture. The event will be completely powered by

uPower natural gas and every skier and snowboarder will wear a helmet and T-Shirt with the

uPower logo on it. The Event will highlight local ski and snowboard athletes and participants

will receive gift bags full of local treats and uPower branded items. The Host of the Event will be

Taylor Gold; he is from Steamboat Springs and is a decorated Snowboarder. Taylor will open the

event with a few tricks and will commentate the rest of the event. During the event, Taylor will

13

Communication Plan

also be throwing out prizes and T-Shirts, all of which have the uPower logo on them. The Rail

Jam is an opportunity reinforce that uPower cares about Denver. This event will be promoted

through social media and traditional media pitches. During the event Taylor Gold, participants

and the crowd will be encouraged to utilize #UDenver.

Tactic no.6: $10,000 donation to the Denver Performing Arts Center

Over the last several years Denver has increasingly emphasized the performing arts, The

Company proposes a $10,000 donation for a specific show they are promoting in the fall. Show

sponsors get recognition in the show pamphlets and a short moment prior to the show on stage.

Not only is this donation beneficial to the Center of the Performing arts but it further aligns

uPower with Denver’s values. Although, The Company feels strongly that this should be a

genuine charitable act it is also an opportunity to share ideas and to demonstrate how much

uPower cares about Denver and its value in the community.

Tactic no. 7: Encourage employee charity hours

The Company proposes that uPower makes a company wide policy that encourages 5

hours of charity per employee per year. As a recommendation community service hours should

be paid as regular working hours or some kind of compensation should be made. This tactic is

proposed as a way to show the public that charity and community service are values deep within

uPower and not just at the executive level. Charity shows that uPower cares about Denver and all

areas it operates in.

Tactic no.8: Town Hall Meetings

Town hall meetings are an opportunity for community members, officials and businesses

to all share ideas and concerns in a relaxed environment. This environment promotes all three

objectives because it is educational, helps build positive relationships and lastly it creates an

14

Communication Plan

opportunity to generate a list of names for sales leads. The town hall meetings will happen in

June, August, October and December to ensure that uPower has time to build relationships with

community members throughout the year. Town hall meetings are a time to introduce

landowners to uPower’s royalty program and to demonstrate how uPower business is mutually

beneficial.

Tactic no.9: uPower Booth

The uPower information booth will be created as a way for residents to inquire more

about uPower and conduct surveys. The booth will be present at all uPower hosted and

sponsored events with a representative from uPower present. The booth serves uPower’s

communication objective of increasing awareness by 40%, it also offers more opportunities to

conduct surveys to track perceptions.

Tactic no. 10: Contests & Incentives

To increase the number of surveys that are completed by the end of the campaign prizes

will be awarded to participants. For any uPower hosted or sponsored event participants will be

awarded either a gift certificate to a local restaurant on the spot or entered into a drawing for a

larger prize. For surveys promoted online, participants will be added into a drawing for a larger

prize that will be awarded electronically. The goal of this tactic is to incentivize the participation

in filling out uPower’s survey. The survey is very important to the campaign because it is the

main source of data being gathered. The contests and incentives will be used only during times

where the survey is being distributed.

Social Media:

Social media is the strategy that will support all three proposed objectives. uPower has a

significant following on Facebook, similar to Chesapeake Energy, which has over 30,000 likes

15

Communication Plan

on their page. However, Chesapeake oil is not very active on Facebook, posting updates

irregularly. Part of being successful on social media is being active, engaging the community,

and embracing conversation. For uPower, Facebook should be an outlet to share positive news

both relevant to the industry and company. Highlights should include employees engaging in the

community, promotion of uPower-sponsored events, industry news, uPower policy changes and

Denver area photos.

In comparison to its Facebook page, uPower has close to 60,000 followers on Twitter;

step in step with Chesapeake Energy. Again Chesapeake Energy is very inactive on the site.

Twitter, like Facebook, should be a portal for sharing positive uPower content. The content

shared through Twitter will compliment that of Facebook, sharing a variety of media that

pertains to Denver community and uPower.

Tactic no.1:  Social media maintenance

All events, industry news, uPower website updates, education material etc will be

communicated through Facebook and Twitter. As a way to ensure that both social media pages

are effectively complimenting the campaign, regular maintenance will be required.

Tactic no.2: #UDenver

#UDenver is the hashtag will be implemented in all social media posts that pertains to

this campaign. Throughout the campaign viewers and attendees will be encouraged to use the

#UDenver when engaging with uPower at an event, charitable function or mention on social

media. According to, fusion farm, a well-known marketing blog, hashtags help build awareness,

increase reach, and promote interactivity between a business and its audience. For these reasons

The Company is excited to implement the hashtag into uPower’s social media campaign.

Traditional Media:

16

Communication Plan

Radio Stations:

Radio stations host and promote local events regularly and can be a major influencer in the

#uDenver campaign. uPower will involve local radio station in all events and promotions,

encouraging them to utilize #uDenver and, in turn, encourage their listeners, Denver residents, to

use the hashtag.

Newspaper:

The Company has selected a group is local reporters who are valued in the Denver

community and are invested in the energy industry. Our reporters include:  Mark Jaffe, Dan

Boyce, Timothy Cama, Nate Hagans, Amy Myers and Cody Huseby all of which are invited to

the media hike occurring in June. These particular reporters have been chosen for their current

coverage on topics regarding the need for water recycling, workplace safety, environmental

concerns for fracturing, or the cost of gas in 2015. The reporters write for outlets like the Denver

Post, The Hill Magazine, The Monkey Trap, Energy Collective and the Rocky Mountain Journal,

all of which are either regionally or nationally recognized. All of the reporters we have chosen

are active on Facebook, LinkedIn and Twitter. We will take advantage of their strong following

and continuously provide them with press releases and pitch ideas. In order to make this

relationship mutually beneficial, all content that is sent to reporters answers the questions that

their readers’ want answered. Content should answer environmental concerns with the water

recycling program and green initiative, it should explain why uPower is good for Denver’s

economy and the content should include ways uPower is giving back and getting involved with

the Denver community through service. Once the reporters find the content to be compelling it

will be published in print, online, shared on Facebook, and Tweeted.

Influencers:

17

Communication Plan

This campaign will take advantage of uPower’s large group of collaborators, Labor

Unions, National Guard, Rotary Clubs, and the Denver Broncos. These collaborators represent

uPower’s highest-level influencers. To leverage the full potential of uPower’s influencers,

uPower will publicly support each group through social media mentions and recognize them on

the website. uPower will also invite these groups to every uPower hosted or sponsored event. A

strong relationship with these groups is crucial to increasing positive feelings toward uPower in

the Denver area.

Evaluation

Every tactic is meant to contribute to UPOWER’s communication and business

objectives. The objectives The Company is reaching for include;

Business Objective:  to pursue acquisitions of producing properties, increasing properties by

20% before 2016.

1. Increase awareness in Denver community by 40% by 2016

2. Increase positive feelings toward uPower by 25% by 2016

3. Generate at least 250 names for sales leads by 2016

Measured Tactics:

Interactions with community members at events: At every community event at least 50 people

should talk with a uPower representative at the booth or fill out a survey. This measurement will

indicate if uPower is reaching Denver residents and generating conversations.

Number of email subscribers: At least 250 emails should be generated by 2016. Email

subscribers will be measured on a regular basis uPower representatives will have the opportunity

to gain new email subscribers at every uPower sponsored or hosted event at the booth. This best

18

Communication Plan

demonstrates campaign success because it directly impacts the sales teams ability to increase

property rights.

Attendance at events: By 2016 at least 20,000 Denver residence should attend a uPower

sponsored or hosted event. Event attendance will be recorded to ensure that the campaign is

reaching the desired about of Denver residents. All uPower events are created to increase brand

awareness and to increase positive feelings toward uPower. If a Denver resident attends a

uPower hosted event, they will be aware of uPower.

Positive Social Media Interaction: Increase positive social media interactions by 10% by 2016.

Positive social media is a continuous measure, however social media will be analyzed closely

before and after any uPower event.

Positive press: Generate a minimum of 6 positive stories published within the Denver and Rocky

Mountain regions. This is crucial to the success of the campaign because Denver residents are

well educated and look to local reporters for opinion forming material.

Hashtag usage: By 2016 a minimum of 200 unique uses of #uDenver. Hashtags create buzz and

promotes interaction between the consumer and a brand. Increased use of #uDenver will indicate

a relationship formed with Denver residents and uPower.

Web Traffic: A 15% increase in website traffic by 2016. Web traffic that is initiated through

uPower’s social media pages will indicate that the campaign is engaging its audience enough that

they want more information on uPower. Web traffic will be monitored on a regular basis.

Denver attitude toward uPower: A 25% increase in positive feelings toward uPower from the

first survey distribution to the last. Attitude will mainly be monitored through surveys because

they are the most direct indicated of attitude changes.  

Return on Investment:

19

Communication Plan

If all measurement goals are met by 2016 that will mean that uPower has effectively integrated

itself in the Denver community. All of the measurement objectives provide uPower the

opportunity to increase property rights by 20% because they will be welcomed in the Denver

area.

Conclusion

The Company is excited to bring uPower to the next in the Denver area. The campaign

that has been developed is an opportunity for uPower to build a long term and profitable

relationship with the Denver area. By 2016 uPower will have created awareness in at least 40%

of Denver residents, increased positive perceptions by 25% and a minimum of 250 names for the

sales team will be generated. The Company knows that if each tactic is delivered at its full

potential the community will fully grasp uPower’s much needed presence in the Denver area.

The future for uPower looks to be extremely promising, The Company is looking forward

to helping uPower meet its full potential going forward.

20

Communication Plan

Works Cited

Banco, Eric. "Obama Boasts Increase In Domestic Energy Production, But Saudi Arabia Is

Keeping Prices Low." International Business Times. IBT Media Inc, 21 Jan. 2015.

Web. 27 Jan. 2015.

BBC. "What Is Fracking and Why Is It Controversial? - BBC News." BBC News.

BBC, 27 June 2013. Web. 29 Apr. 2015.

Crowe, Tyler. "Oil Stocks: Is There Anything Big Oil Can Do to Protect Shareholders From

Cheap Oil?" Motley Fool. Motley Fool, 1 Feb. 2015. Web. 03 Feb. 2015.

Davenport, Coral. "Obama Is Planning New Rules on Oil and Gas Industry’s Methane

Emissions." The New York Times. The New York Times, 13 Jan. 2015. Web. 03 Feb.

2015.

Doan, Lynn, and Harry Weber. "Oil Workers in U.S. on First Large-Scale Strike Since 1980."

Bloomberg.com. Bloomberg, 2 Feb. 2015. Web. 03 Feb. 2015.

Dong, Linda. "What Goes In & Out of Hydraulic Fracking." Dangers of Fracking. N.p., n.d.

Web. 29 Apr. 2015.

"FERC: About FERC - What FERC Does." FERC: About FERC - What FERC Does. FERC.gov,

n.d.

21

Communication Plan

Web. 03 Feb. 2015.

Hoium Travis . "Renewable Energy Gaining on Fossil Fuels."USA Today. Gannett, 31 Jan.

2014. Web. 27 Jan. 2015.

Jaffe, Mark. "Rocky Mountain Region Leads US in Horizontal Oil and Gas Drilling." The

Balance Sheet Web. Denver Post, 11 Nov. 2013. Web. 27 Jan. 2015.

King, Hobart. "Mineral Rights." Mineral Rights. Geology.com, n.d. Web. 20 Jan. 2015.

PetroStrategies, Inc. "Biggest US Oil and Gas Companies." Biggest US Oil and Gas

Companies. PetroStrategies, Inc., n.d. Web. 27 Jan. 2015.

Seba, Erwin . " Little sign of progress after contact to end U.S. refinery strike

resumes."Reuters. 3 Feb. 2015. 3 Feb. 2015.

"Google Trends - Web Search Interest - Worldwide, 2004 - Present." Google Trends. N.p., n.d.

Web. 05 Apr. 2015.

Hatlestad, Luc, and Natasha Gardner. "The Most Powerful People In Denver." The Most

Powerful People In Denver. Denver Magazine, n.d. Web. 05 Apr. 2015.

Madden, Mary. "Older Adults and Social Media." Pew Research Centers Internet American Life

Project RSS. Pew Research, 26 Aug. 2010. Web. 05 Apr. 2015

Sciarrillo, Valter. "The 10 Most Influential Global Brands on LinkedIn." The 10 Most Influential

Global Brands on LinkedIn. N.p., n.d. Web. 05 Apr. 2015.

"Barcelona Declaration of Measurement Principles." AMEC RSS2. AMEC, n.d. Web. 17 Apr.

2015.

"Current Denver, Colorado Population, Demographics and Stats in 2014, 2015."

SuburbanStats.org. N.p., n.d. Web. 19 Apr. 2015.

22

Communication Plan

Madden, Mary. "Older Adults and Social Media." Pew Research Centers Internet American Life

Project RSS. Pew Research, 26 Aug. 2010. Web. 05 Apr. 2015

"Denver County Fair - Sponsorship." Denver County Fair - Sponsorship. N.p., n.d. Web. 28 Apr.

2015.

Appendix: Pg. 1

Media Pitch no.1

To: Mr. Cody A. HusebySubject Line:  Story Idea- uPower, LLC implements new employees safety measuresHi Cody, How was your day? I have a story for you, if you are interested. uPower, LLC has implemented and saw positive changes from new policies at its major sites throughout the Rockies. We felt it was necessary to share this story in a trade magazine, especially the Rocky Mountain Oil Journal. Your magazine is distributed among a very important public to my client and it’s important to share potential improvements to industry practices. uPower, LLC has implemented the following programs and policies to positive results:

Water Recycling Initiative, which has reduced chemical use by up to 25% at major sites of operation

Green Drilling Initiative, which is the constant evaluation of chemicals used in drilling process SAFE program for employees FEMA emergency training for employees

If you’re interested in taking a closer look, please email me back and I will gladly provide you with the details you require.

Thanks,Giuseppe Liquori

Media Pitch no.2

To: Dan BoyceSubject Line: Story Idea- uPower sets new safety/green standardsHi Dan,

23

Communication Plan

I hope you are well. I have a story idea of a different sort out of Colorado. uPower, LLC, one of the fastest growing independent oil companies in the nation, has successfully implemented neograms designed to both lessen its impact on the environment and improve employee safety.These programs are:

Water Recycling Initiative, which has reduced chemical use by up to 25% at major sites of operation

Green Drilling Initiative, which is the constant evaluation of chemicals used in drilling process SAFE program for employees FEMA emergency training for employees

For an industry shamed consistently for nefarious activities, this is a different narrative that uPower, LLC is eager to share. If you would like more information, please email me back.

Thank you, Giuseppe LiquoriThe Company PR Team

Media Pitch no. 3

24

Communication Plan

Appendix: Pg. 3

Press Release Example: uPower, LLC is Taking Steps to Reduce its Water Waste

The oil company’s Water Recycling Initiative is a step in the right direction for the industry.

March 19, 2015  

Denver, CO- uPower, LLC understands that water is one our planet’s most valuable resources and is essential to energy resource development. Therefore, the company has put into place the Water Recycling Initiative, designed to minimize its wastewater output and use of freshwater sources.

In 2013, the average amount of water required to drill and fracture a typical uPower well was approximately 4.36 million gallons. uPower, LLC maintains our commitment to reducing our reliance on freshwater resources and emphasize produced water recycling and in 2013 this led to the recycling of 246 million gallons of produced water. The initiative has allowed uPower to filter and reuse 97% of the wastewater produced by its operations in the the Rocky Mountains.

“I’m very proud of the positive impact this initiative has had on our operations,” said uPower’s CEO, John Manning. “Water is an invaluable resource and it is our responsibility as not only a company, but as a member of the Rocky Mountain Community, to ensure it is used in a sustainable manner.”

uPower, LLC works with federal, state and local agencies as it evaluates and permits its freshwater usage from sources including municipal water resources, regional water districts, river authorities, ponds, lakes and groundwater wells.  

At each site, produced water is collected and stored in holding tanks until it is transferred to central holding locations where suspended particles are removed via gravitational separation or filtration. It is then tested for mineral levels, such as salt, and blended with fresh water to achieve proper water quality to use in our operations. This water is stored for future use or transported to an operational site.

25

Communication Plan

“Every gallon of produced water that we filter and reuse helps reduce both disposal transportation and the purchase of freshwater. This is a win-win for our bottom line and our conservation efforts,” said Nick McCaffery, Director of Marketing for uPower, LLC.

About UsuPower, LLC is among America’s fastest growing independent oil and natural gas exploration and production companies, with 1 billion barrels of oil equivalent (BBOE) in reserves at year-end 2014. We are committed to safely producing energy in a manner that protects the environment, public health, and supports our communities. In our modern lives, energy is as important as clean air, water, and affordable food. At uPower, we take our responsibility seriously to safely deliver oil and natural gas resources to our energy-hungry world, and we hold true to our core values of integrity and trust, servant leadership, commercial focus, people and passion, and open communication in all of our business.

Contact InfoGiuseppe Liquori, Account Executive, uPower, LLCThe Company PRgliquori@thecompany.email.com(802) 413-9001Appendix: Pg. 4

Campaign Timeline:

26

Communication Plan

Appendix: Pg. 5

Budget:

27

Communication Plan

Appendix: Pg. 6

Desk Side Run of Show Example:

The Denver Post, Mark Jaffe (Energy)

Outlet: The Denver Post is the region’s daily newspaper. It covers a wide variety of

relevant topics for the Colorado region, including energy production. It reaches a wide,

unspecific audience in the Rocky Mountains.

Key Message: uPower, LLC has taken a proactive approach to lessening its impact on

the environment through the Water Recycling and Green Drilling Initiatives

o This message will appeal because Mark’s beat focuses on energy, energy policy,

and energy’s impact on the environment, but he does so in as objective a way as

possible. His articles refer to facts and studies.

Attending: uPower executive TBD.

Topics of Discussion:

o Water Recycling Initiative and it’s benefits

28

Communication Plan

o Collaboration with Government officials to evaluate processes and procedures

Leave Behinds:

o USB drive containing: Water Recycling stats and diagrams, production

information before and after Initiative, Video explaining the process with

company leaders, and stock photographs of our sites.

o Invitation to a company hike in the Rocky Mountain

Appendix: Pg.7

Creative Mailer:

29

Communication Plan

Appendix: Pg.8

Spokesperson Messaging Document:

Overarching Message: uPower, LLC is a responsible company that cares.

Key Messages:

uPower cares about the Denver and Rocky Mountain community.

o SAFE program protects employees, who are members of the community

o Friendly relations and support from Rotary Clubs, Unions,and the Broncos

Organization

o We collaborate with local government officials

uPower cares about the environment.

o Water Recycling Initiative filters and reuses 97% of water in its operations

o The Green Drilling Initiative so far eliminated up to 25% of additives used in the

past at sites

uPower is invaluable to the area as a business.

30

Communication Plan

o Our royalties to land owners are above the industry average and there is a Owner

Relations Team

o Over 500 Local distribution companies as customers

o Operates over 5,000 wells with interest in 2,500 non-operating wells

31