3. To bolster the case for regulatory approval, the
partners in Atlantic Coast Pipeline have the
opportunity to create local support for this project,
which will create jobs and economic development by
bringing new clean & reliable supplies of affordable
natural gas to North Carolina.
Core Opportunity
5. Research Findings
Affected community members
benefited from direct engagement
and access to information.
∗ Got information
∗ Had their questions answered
∗ Online resources are not the
best way to reach landowners
6. Landowners are not receiving consistent
information from Duke Energy or Piedmont.
∗ Receiving information from Doyle, rather that Duke
Energy or Piedmont.
∗ From Duke and Piedmont: more reliable and builds trust
Research Findings
7. Research Findings
Landowners and neighbors
prefer traditional media to
social media.
∗ Not as engaged with
social media/online
media
∗ Need support from
traditional news outlets
8. While many environmental groups have concerns about the
ACP, active environmental opposition to the project is
minimal.
∗ Concerns:
∗ Fracking
∗ Groundwater contamination
∗ Construction of the pipeline
∗ Sustainability of natural gas
∗ Most said they would not actively oppose the pipeline
∗ Strong opposition in VA and WV seems more likely to
impact public opinion
Research Findings
9. Fracking, pipeline construction and pipeline
safety are the biggest concerns related to the ACP
∗ Groundwater contamination
∗ Disturbances of land and waterways during pipeline
construction
∗ Previous pipeline accidents have raised concerns in West
Virginia and Virginia, but do not present a major issue to
those interviewed
Research Findings
11. Resolutions of support from county
commissions in all eight affected counties
∗ Represent the local interests closest to the communities
∗ Resolutions of support from four already
∗ Getting four more is feasible
∗ Would represent unanimous support by the affected
counties governments
Objectives
12. Reach 10% of registered voters in affected
counties with a monthly newsletter
∗ Controlled information
∗ Targeted directly at landowners and neighbors in
affected counties.
Objectives
13. Change the sentiment of Atlantic Coast Pipeline
conversation on Twitter from 44 to 60 within
first six months of campaign
∗ Twitter is not a primary method for reaching our
audiences
∗ Still easy to use to analyze public opinion
∗ Topsy
Objectives
14. Increase overall engagement on Facebook by
20% in first six months of campaign
∗ Engagement = likes, comments, shares and post-clicks
∗ Primary social media choice
∗ Content creation and management
Objectives
15. Achieve 80% support for the project statewide
and 70% support in the affected counties
∗ Support = positive impact on the FERC process
Objectives
16. Get positive editorials from 75% of newspapers
in affected counties and 3 editorial
endorsements in media with statewide reach
(N&O, Charlotte Observer, etc)
∗ Controlled information
∗ Well-trusted source by target audiences
Objectives
18. Key Publics
Landowners/Neighbors
∗ Interests: Value of their
property
∗ Generally informed on project
∗ Opinions on the pipeline vary
∗ Need them to understand
process and support ACP
19. Moderate Environmental Groups
∗ Groups that have not declared
opposition to the ACP or other
similar pipelines
∗ Advocate various environmental
issues and change in environmental
policy
∗ Informed on pros/cons of energy
sources and environmental impact
of pipelines
∗ Vocal support is unlikely
∗ Keep them from actively opposing
the project
Key Publics
20. Public Officials
∗ County commissioners
∗ Interests
∗ Re-election
∗ Benefits to his/her
constituency
∗ Economic development
∗ Opinion leader for our
other key publics
Key Publics
21. Business Leaders
∗ Management roles within
an organization or
corporation
∗ Can advocate from an
economic or social
viewpoint
∗ Interests
∗ Financial benefit
∗ More customers
∗ Public service
Key Publics
23. Strategies
Build support among
public officials
through frequent
meetings
∗ Build trust
∗ Be a credible source for
any questions or
concerns they may have
24. Garner support from North Carolina landowners and
neighbors by opening direct channels of communication
with Duke and Piedmont Natural Gas
∗ Important for Duke and Piedmont to serve as the
primary contact throughout the process
∗ Prevents any third parties from providing false or
slanted information
Strategies
25. Update environmentalists on the ongoing efforts and
include them in the community’s communication and
emphasize the environmental pros of natural gas
∗ Acknowledge their voices
∗ Not attempting to shut them out of the
conversation
Strategies
26. Strategies
Provide ongoing information
about the economic benefits
to business leaders
∗ Business leaders = opinion
leaders for many groups
∗ Can relay the positive
effects to their peers,
clients, and customers
28. Tactics
Create Op-Eds and
letters to the editor
∗ Send to strong
supporters of the project
to submit to papers
∗ Provide factual
information
∗ Address general
concerns and points of
misinformation
29. Meet with papers in the affected counties and
key statewide papers
∗ Build relationships with reporters and journalists in NC
∗ Educate them about how the ACP is making every effort to
increase benefits for the local communities
∗ Explain plans to reduce or eliminate potential for social,
economic, or environmental damages
Tactics
30. Tactics
Community Events
∗ Bring locals together to gain
support and awareness
∗ casual and fun atmosphere
∗ No corporate attire or lingo
∗ Local music and food
∗ Booths to educate the public
31. Social Media Content Creation
∗ Regularly scheduled and consistent content
∗ Facebook engagement is highest on Thursdays and
Fridays
∗ Most traffic occurs mid-week between 12 and 2 pm
∗ Most important and revealing content should be
posted at these times
∗ Be wary of publishing too much
Tactics
32. Tactics
Social Media
Monitoring
∗ Staff member needs to
monitor Facebook,
Twitter and Instagram
∗ Stay up to date on
questions and concerns
of the public
∗ Environmental groups
33. We created three prototypes
∗ Newsletter
∗ New Website
∗ Community Presentation
Tactics
34. Newsletter Creation and Distribution
∗ Include relevant information about the project
∗ Updated timeline
∗ Any other interesting information
∗ Collaboration between Duke, Piedmont and Dominion
∗ make sure information is consistent and reliable
Tactics
35.
36.
37.
38.
39.
40.
41. New Website
∗ Needs to be set up to provide information long-term,
separate from Dominion website
∗ Better organizes and consolidates information
∗ Emphasize the use of visuals, specifically of individual
people to humanize project
∗ Repetition of keywords (such as ACP, natural gas, North
Carolina energy)
Tactics
42.
43.
44.
45.
46.
47.
48.
49. Community Presentation
∗ Engage and inform members in affected communities
∗ Based on frequently asked questions
∗ Goal = clarify recurring questions and concerns and to
provide factual information
∗ Highlight the economic and environmental benefits
∗ Address safety concerns and national security
∗ Present to civic clubs and churches and other important local
organizations
Tactics
53. Resolutions of support from all eight county
commissions.
∗ Monitor county resolutions for the four counties that have
not yet passed a resolution
Assessment
54. Get positive editorials from 75% of newspapers
in affected counties and 3 editorial
endorsements in media with statewide reach.
∗ Any editorial presenting factual information without a
negative slant can be considered positive
Assessment
55. Change the sentiment of ACP conversation on
Topsy from 44 to 60 via Twitter
∗ Check Topsy rating before and after the campaign
∗ Check after any major release or event
Assessment
56. Increase overall engagement (likes, comments,
shares and post-clicks) on Facebook by 20% in
first six months of campaign.
∗ Facebook and Google Analytics
∗ Check the engagement before and after the campaign
∗ Check after any major release or event
Assessment
57. Achieve 80% support for the project statewide
and 70% support in the affected counties.
∗ Conduct attitude survey of North Carolina
∗ Objective was based on survey conducted in Virginia and
West Virginia
∗ Similar questions should be used for best accuracy
Assessment
58. Reach 10% of registered voters in affected
counties with a monthly newsletter.
Count number physically printed and mailed and how many
were opened electronically.
Assessment
60. Staffing
∗ Hire additional employee focused on content creation,
website management and social media
∗ Strong Internet content creation skills and experience
with social media
∗ Consistent voice and style
∗ Work closely with public relations
Resource Implications
62. Resource Implications
Event Planning and
Execution
∗ Staff member to handle
planning, promoting and
carrying out community
events
∗ Create/design an
informational booth
∗ Promotion of the event
∗ Execution of the event
