An Integrated Public Relations Offensive for theEnergy Industryby C. Devon Padgett, PL Services
Current State Current ads focus on the jobs created by the industry Little awareness of Natural Gas Vehicles (NGV’s) Gasoline around $4.00 per gallon across country Youth consume media through non-traditional channels
Natural Gas FactsBurns 90% cleaner than gasoline with30% less CO2USA supply = Saudi Arabia’s x 3Domestic supply of 100+ yearsCan use existing cars & infrastructureProvides 4 million+ jobs & $400 billionannual to GDPSubsidies can be paid for byearmarking severance and other taxesAdditional royalties can helpgovernments balance books &increase subsidies for CNG
Goals & StrategyRe-brand Natural Gas “The National Gas”What Brazil did with Ethanol US can do with CNG/LNGRaise awareness of Natural Gas vehicles as alternative usingevent-based marketing and event sponsorshipsDemonstrate convenience & savings of home refuelingPressure coal-fired power plants to convert to Natural GasCreate a counter-message to environmental groupsEncourage lawmakers to include NGVs in the mix of the newgreen government fleet coming in 2015
The Charge Dome Screen Table42’ geodesic dome w/ TableWIFI hotspotPhones recharged by TV cubeNatural Gas generatorwhile festival-goers wait Table TableViewing area for videosStaffed by well-trained Entrance Honda Civic GXyouth who record Demonstrationinteractions with attendees Entrance
The RechargeDome10-12% of all festival goers utilize the serviceMost popular tent in exhibitor’s area at Coachella 2011Typical wait of 30 minutes gives us captive audience forvideos and one on one interactions with staffDome shape will stand out among tents and create curiosityRe-chargers fill out claim forms with full contact informationSign petitions in support of NATGAS act and similarlegislationWiFi Hotspot and Air conditioning will make the tent a popularescape from the heat on a hot day
NGV Vehicle Demo AreaHonda Civic GXEducate about converting carsto natural gasHome refueling demonstrationKiosk to record video letters toelected representativesSign “pledge cards” sent toautomakers promising to buyNGVs if they were to make themwhen they recharge phone PHIL home CNG refueling station
Viral VideosSeries of 10 minute shorts that de-bunkmyths surrounding hydraulic fracturingInterviews industry experts aboutadvances in technologyEach episode focuses on a differentsubject or mythHighlights compiled into a feature lengthdocumentary for On-Demand, DVD &internet distribution (whatthefrack.com)Reward college scholarships to randomstudents who forward the videos to friends
“The CNG Moment” CampaignRe-charge dome staff talking topeers about CNG as a domestic andcleaner alternative to gasolineAnswer questions about issuessurrounding the debate El Paso’s campus recruiting inflatableGoal: Capture the moment that theperson realizes that NGVs are theanswer to our foreign oil dependencyand show them e-signing petitions Looxcie wearable camcorderCompile for use in TV commercials
Staples Center SponsorPavilionOur LA team is in talks with ICONLounge to run a sponsor pavilionin their parking lot during majorevents.Pavilion would feature inflatabledome environments wheresponsors could product sampleand create a brand experience.LA Convention Center, StaplesCenter and planned NFL Stadiumare very close by.
Freedom FleetTour a fleet of classic cars & choppersthat have been converted to run CNGFleet can act as ambassadors for theindusty, traveling to car shows aroundthe countryDrag races with celebrities couldentertain crowds and show thecleanliness of emissionsFleet could become a mainstay on theclassic car & music circuit
“I want my NGV!”National campaign to encourage automakers to make moreNatural Gas vehicles for US consumersPledge cards signed and video testimonials recordedpledging to buy CNG vehicles if Detroit were to make themCNG car giveaway an incentive to participate & promoteCelebrities recruited to record commercials supporting ournew “national fuel”T-shirts, ipods and other premium items given away daily atthe Recharge Dome to reinforce message and drive traffic
A New PlayerRussia’s second richest man MikhailProkhorov just debuted two CNGHybrid prototypesCost=~$12,000 in US dollars1st Delivery late 2012Car would cost around $5K with statesubsidies and could be free to alltaxpayers with a federal subsidy paidfor by earmarking a % of severance taxCould beat US automakers to marketwith a wildly affordable green car withyouth appeal “City Car” CNG Hybrid
A Big IdeaFiat/Chrysler is #1 Natural GasPowered Vehicle Manufacturer in theworld (Over 150,000 units)Demand reciprocity with EV subsidies(EV’s are coal powered in most areas) Using mothballed factories in OH & MI, rehire idle auto workers to build a highly affordable CNG- Hybrid similar to Toyota and Prokhorov’s prototypes utilizing FIAT’s proven technology.
Measurable BenefitsSigned pledge cards can show demand for NGVsFoot traffic monitored using live webcamsLocal and national press coverageIncreased web traffic & social network connectsAdditional content for partner websitesCelebrity endorsements will be key in raising awarenessin the key 18-34 demographicPetitions will exert pressure on lawmakers to get behindNatural Gas Vehicles and even playing field with EVs
Pilot Project FundingName Sponsor: $100,000 Company/Org name incorporated into logo + all benefits belowPlatinum: $50,000 Featured in documentary Logo on demonstration car + gold & silverGold: $25,000 Ability to use footage & materials for corporate branding/marketing Access to recruiting data/lists + silver benefitsSilver: $10,000 Logo on signage at entrance and on website “Pilot Light” Funding Goal: $250,000
Project Deliverables “Pilot Light” Proof of concept programVideo Production: $50,000 (2 Short-format videos)Major Festival Sponsorship $100,000 (>25,000 contacts)Consulting Costs: $50,000 (Website and flash drive content)Dome Operations & Logistics: $50,000 National Program Goal $5,000,000Covers festival and major event sponsorship costs, staffing,website and content production needs for year long college, music festival and special event tour.
TeamDevon Padgett, Founder, Project Manager- (PL Services)Sid Zuber, Program/Site Manager (CM Agency)Christina Pascone, Program Manager/Strategy (CM Agency)Tom Hoch, Video Production (Transmission Studio)Tim Edens, Dome Content & Logistics (Yooj)Colin Chapman, A/V Engineer (Yooj) The National Gas Initiative is a PL Services Project 1940 Blake St. Suite 10 Denver, CO 80202 National-Gas.org Contact: Devon Padgett (c) 720.989.7895