BP is a global oil and gas company headquartered in London. In 2010, an oil spill from a BP carrier in the Gulf of Mexico flowed for 3 months, killing 11 people. This was the largest accidental marine oil spill in history and severely damaged BP's brand image. BP now needs a new marketing strategy using social media, internet marketing, public relations, and mobile messaging to rebuild trust and inform consumers about changes to prevent future accidents. The budget for this rebuild is estimated between $10-20 million.

1. Matt Fegert
A40463461
4/16/2012

2. BP Oil Data
 A global oil and gas company
headquartered in London, United
Kingdom.
 Third largest energy company in the
world.
 Operations in 80 countries, produces
around 3.8 million barrels of oil per
day and has 22,400 service stations
worldwide.
 Provides customers with fuel for
transportation, energy for heat and
light, retail services and petrochemical
products.
 Website: www.bp.com
 Target Market: All transportation users
of all ages, shapes, and sizes.

3. BP Oil Disaster
 An oil spill caused by a BP carrier
in the Gulf of Mexico flowed
freely for 3 months in 2010.
 The largest accidental marine oil
spill in the history of the
petroleum industry.
 Killed 11 men, injured 17 others
 Leaked about 4.9 million barrels
of crude oil.
 Caused extensive damage to
marine and wildlife.
 DESTROYED BP’s brand name
and image!

4. Time For a Change
 BP must act now!
 The disastrous oil spill in 2010 has
given the public a very negative
perspective of BP’s operations.
 A new marketing strategy must be
developed and enhanced to gain
back the trust of consumers to
retain the successful image BP once
held.
 Through the use of social media, BP
can inform gas consumers about
their rebuilding process and
changes that will be made to ensure
no accident of this nature will ever
happen again and that they can
once again relive the BP experience.

5. Core Components of Rebuild
 Social Media
 Internet Marketing
 Mobile Promotional
Elements
 Public Relations

6. Social Media
 Twitter – All fake accounts must be eliminated
from spreading false rumors of company
information. A company employee will be hired
to take charge of a new account to compose
tweets that fill consumer information needs,
propose promotional activities, and other public
actions taken by the corporation.
 Facebook – The fan page will now be offering
weekly coupons, discounts, contests,
sweepstakes, and free promotional products.
 Google Plus – A new account will be created by
an advertising representative to take full
advantage of what Google Plus has to offer. The
account will display factual quality information,
live videoconferences, and exhibit new
innovations to BP’s products and services.

7. Internet Marketing/Public
Relations
 Search Engine Optimization
 Through Google’s feature application of
Adwords, the strategy will focus on getting
positive public relations activities and recent
developmental news to browsers who are
deciding on which gas/oil company will get
them to their destinations.
 Words such as, “gas”, “oil spill”, and “BP” will
ensure that positive brand image articles and
web sites will display BP’s hard work and effort
to regain the trust of consumers and opinion
leaders.
 BP will participate many public relations
activities such as oil spill focus groups, help fix
economic and environmental conditions, and
create a positive public presence that is looking
to make a heavy impact on the publics view of
the company.

8. Mobile Promotional Elements
 Cell Phones
 Through the use of cell
phones, text messages/emails will
be sent to subscribers of the
program communicating
company events such as sales
promotions, public relations
events, contests, sweepstakes, and
newly developed product
innovations that are related to the
companies current standing
point.

9. Measuring Success/Budget
 Success will be determined in a number of
ways:
 Surveys
 Focus Group Research
 Sales Profits
 Return On Investments (ROI)
 Response to New Strategy from
Consumers
 Budget
 The total amount of monetary value BP
will have to give up in order to reshape
brand image and equity will be an
estimate between $10-$20 million.
 Social Media – $2 million
 Internet Marketing - $4 million
 Public Relations Activities - $6 million
 Mobile Text Message System - $5 million

10. Conclusion
 In order for BP Oil to regain the
trust of the millions affected by
the oil leak in the Gulf of
Mexico, this new marketing
scheme will allow the company
to create a new brand image that
is worthy of bringing BP back to
a positive influence among gas
consumers.
 Through the uses of social
media, internet marketing,
public relations activities, and
mobile phones, these strategies
give BP the opportunity to
redefine who they are and what
their purpose is as an industry
leading organization.