Advocating for Hydropower in a Changing Northwest · narrative Our Hero – “The Sway-able” •...
Transcript of Advocating for Hydropower in a Changing Northwest · narrative Our Hero – “The Sway-able” •...
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Advocating for Hydropower in aChanging Northwest
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History
• September 2005: “Coalitionfor Smart Salmon Recovery”
• “Be a strong voice to protectand promote the multipleuses” of the hydro system
• Engage in FCRPS media,policy, science and legalmatters
• Represent diversemembership (farmers, utilities,ports, barging companies,businesses and river users ofall kinds)
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What’sworked inthe past
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4
Adapting toa new world
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IntroductionOur goal is to do the necessary preparationand establish a solid foundation for ourmarketing plan and social media launch thatwill set us up for success.
A woodsman was onceasked, “What would you doif you had just five minutes
to chop down a tree?”
He answered, “I wouldspend the first two and a
half minutes sharpening myaxe.”
*“Objectives and Philosophy of Public Affairs Education” by C. R. Jaccard
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We want tobe perfectlyclear about…
Whowe are
Whatwe do
Why wematter
How wecan help
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Establishing our general narrative
Foundation of a General Narrative
Compelling Content
Attract New Audiences
GENERAL NARRATIVE
TARGETED NARRATIVES
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A Hero’sJourney
A hero hasa problem
Meets a guidewith a plan
That calls thehero to action
That helps thehero save theday
Therebytransforminghim/herself
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Example: Save Our Wild Salmon
“But we have a fight on our hands…Our well-financed opponents are pulling out all thestops to block this funding and preventpeople from talking to each other.We need your help! If you live in WashingtonState: call and write your State Senator andtwo State Representatives”
ConcernedNature-lover
Donate,Write,Rally
SOS
Save ourSalmon
Empoweredactivist
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A Hero’sJourney
Building the NWRP generalnarrative
Our Hero – “The Sway-able”• Doesn’t strongly align with a side• Likes salmon, orcas, and clean energy• Lacks a complete understanding of issues• Hero’s Problem: Wants a solution to climate
change, salmon, and social equity issues
A hero hasa problem
Meets a guidewith a plan
That calls thehero to action
That helps thehero save theday
Therebytransforminghim/herself
The Guide – “Us! (NWRP)”• Cares about the same thing the hero does• Has experience and knowledge• Has a plan of action for the hero to follow
Call to Action – “Get Involved!”• Retweet• Write• Volunteer• Help educate your friends
Saves the Day – “Protects our CleanEnergy”• Thereby becoming part of a bigger movement
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Getting specific
Developing the right narrative(s)
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TargetedNarrativeConcepts
Combatting climate change
Clean air and pollution
Regional livability
Energy justice and affordability
Economic sustainability and opportunity
Hydro support for salmon
Public call-to-action for salmon
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TargetedNarrativeConcepts
Combatting climate change
Clean air and pollution
Regional livability
Energy justice and affordability
Economic sustainability and opportunity
Hydro support for salmon
Public call-to-action for salmonEthical
LogicalEmotional
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Ultimately,we want all ofour narrativesto connectemotionally.
Combatting climate change
Clean air and pollution
Regional livability
Energy justice and affordability
Economic sustainability and opportunity
Hydro support for salmon
Public call-to-action for salmon
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Combattingclimate change
Making the connection betweenclean energy and hydropower, andtelling the story of our renewableresource
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Clean air andpollution
Making the valid case forhydropower and the role in plays inkeeping our region cleaner andhealthier to live in
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Regionallivability
An issue that hits home withanyone and everyone whoconsumes electricity
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Energy justiceand affordability
Taking care of our low-incomepopulation and nurturing smallbusinesses
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Economicsustainabilityand opportunity
The logical approach that appealsto those who value a strongeconomy and an abundance of jobopportunities
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Hydro supportfor salmon
Showcasing the great lengths thathydro goes to in order to ensurethe survival of salmon
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Public call-to-action forsalmon
Shifting the conversation awayfrom hydro (relieving negativeattention towards dams) bydiscussing what the public can andshould be doing to help salmon
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Communications Committee
“Stop climate change” – Megan Stratman, NRU
“Save our hydro system” – Katie Pfennigs, Flathead
“Save our communities” – Kathy Ursprung, Port of the Dalles
“Tie Snake R dams to overall hydro system” – Erica Erland, Clark PUD
“Keep NW Livable” – Bo Downen, PPC
“Keep NW Livable” – Austin Rohr, NWRP
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Social MediaStrategy
1. STUDY
2. SET GOALS
3. DEVELOP
4. PLAN
5. REFLECT
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Timeline for Marketing Plan and Social Media Launch
1. Draftnarratives / new
look & feel
2. Present tomarketing
agency
3. Test brand &stories
4. Design &deploy
COMPLETE 1-2 MONTHS 1 MONTHS 1-2 MONTHS
SOCIAL MEDIA LAUNCH
BY END OF AUGUST
• Identify our generalnarrative
• Draft targetednarratives
• Brainstorm ideas andfind examples fornew direction
• How to reach newdemographics
• Help tailor narratives• Redesign website• Update look and feel
[Logos, pictures, words,colors etc.]
• Polling• Focus groups
• Unveil new logo• Roll out content• Launch social media• Introduce new
website
You are here
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Other Fronts
1. CRSO EIS
2. DC
3. WASHINGTON DAM BREACHING STUDIES
4. IDAHO FORUMS
5. LEGAL
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Appendix Slides
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Social MediaStrategy
1. STUDY
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Social MediaStrategy
1. STUDY
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Social MediaStrategy
1. STUDY
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LAUNCHING WITH PURPOSE
Preparing for February 2020
Why are we targeting the end of August?
• Social media use slows in summer and picks back up in the fall
• Being fully prepared ensures audience experiences minimalchange and receives our message in the most positivemanner
• Launching later into the year may not give us enough time toestablish a foothold and gain traction ahead of February
It is our goal to connect with new audiences and increase thefavorability of hydropower to ensure a positive outcome when thepublic comment period opens.
In February of 2020, the EIS will bereleased and the public comment periodwill begin. This is a crucial time forNorthwest RiverPartners to have publicopinion in our favor and be able toencourage them to participate in publiccomment.
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Example: Star Wars
32
Luke
Use theForceObi-
WanKenobi
DestroysDeathStar
Stepstowards JediKnighthood
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NEW CHANNELS
Cross-Media Channel Comparison:
Cost to reach 1000 people