The campaign focused on shifting perceptions of Alabama Power to view it as an ally of the campus community. Research was conducted in fall 2015 to understand student motivations and perceptions of large corporations. This informed the spring 2016 campaign which aimed to inspire students through videos and charging stations, and invite engagement through social media. Charging stations were installed in three high-traffic campus buildings to demonstrate Alabama Power's support and innovation. The campaign sought to show how Alabama Power benefits the campus community.

1. WHAT
POWERS
YOU?2015 - 2016

3. WHAT
POWERS
YOU?
Table of Contents
Color Key:
Charging Stations
“What Powers You?” Videos
Social Media Campaign
Executive Summary
Situation Analysis
SWOT/Problem Statement
Communications Plan
Timeline
Charging Stations
Research
Promotion
Implementation
Moving Forward
Videos
Research
Implementation
Creative Brief
Results
Social Media
Strategy
Recommendations
Results
Timeline
Moving Forward
Appendix
4
5
6-7
8-13
14
15-18
19-23
24-28
29
30-74
3

4. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Executive Summary
The Alabama Power and Capstone Agency partnership has completed Year Two of its five-
year campaign. The overall goal of Year Two was to shift the perception of Alabama Power to
being seen as an ally in the eyes of students and faculty. This year focused on how Alabama Power
benefits, or powers, the people of the campus community.
The first phase of this year was heavily focused on research throughout the Fall 2015
semester. During this time period, Capstone Agency interacted with students to study what
motivated them to create a presence and awareness of Alabama Power. The team also conducted
research to gain insight into how students perceive large corporations, especially Alabama Power.
This involved gathering the students’ personal perceptions of these corporations and what
prompts them to engage with larger corporate identities.
The second phase of this year focused on implementation throughout the Spring 2016
semester. It focused on inspiring and inviting the campus community to become innovative with
Alabama Power in order to enhance the students’ awareness of Alabama Power’s community
involvement. Capstone Agency publicized and installed charging stations around campus; created
short, shareable videos to feature members of the campus community; launched a “What Powers
UA?” social media campaign; and publicized scholarship opportunities. The overall budget was
$50,000, and the campaign was implemented Feb. 17 through May 6.
The target audience for this campaign was The University of Alabama’s campus community.
Capstone Agency specifically focused on the students of the University
community because of the high percentage of students that will become
future customers.
2015 - 2016
4

5. WHAT
POWERS
YOU?
Situation Analysis
Background
Capstone Agency’s partnership with Alabama Power is in its second year of
a five-year campaign. Last year, the partnership introduced the “Power
of the People” campaign to the members of The University of Alabama
community. The overall goal of Year One was to increase the positive perception of Alabama
Power amongst members of the greater Tuscaloosa area. Year One allowed Capstone Agency to
cultivate research on how the campaign could improve. Capstone Agency found that videos should
be shorter with a variety of content, the campaign should focus on a smaller target audience and
social media controlled by Capstone Agency would allow for greater engagement with the target
audience.
Key Publics
The target audience for this campaign is the University of Alabama campus community. This
presents a unique opportunity for Alabama Power because of the high percentage of students in
the target audience that may become future customers. Capstone Agency is able to give Alabama
Power insight into the minds of these customers as well as inspire and invite them to view Alabama
Power as an ally.
Overview
Alabama Power is the leading utility provider in the state. Even though it offers a necessary utility to
students, the company is still determined to have high customer satisfaction. Alabama Power works
diligently to provide the best service possible through community involvement. Ultimately, this
shows the company cares about its publics and their needs.
Alabama Power helps the Tuscaloosa community and campus in intangible ways. This lack of
visibility causes students to underestimate the company’s efforts. Furthermore, Alabama Power
provides a service students have come to expect; therefore, its contributions are less recognized.
The Tuscaloosa community and campus is particularly active on social media. The campus has a
strong online presence and can be reached through various digital channels. Students rely on a
multitude of electronic devices every day and constantly seek out places to charge said devices.
Alabama Power is often grouped in with the stereotypical large company. Students
are apt to believe the company is motivated by reasons other than helping the
community. They complain about electricity bill prices and blame Alabama
Power for these charges, claiming the company prioritizes its own financial
gain over what is best for the consumer.
5

6. WHAT
POWERS
YOU?
SWOT
Strengths
o
o
o
Weaknesses
o
o
Opportunities
o
o
o
Threats
o
o
University of Alabama campus
community is heavily active on social
media - provides an opportunity for social
engagement
The University of Alabama is already an
innovative campus
Electronic devices are constantly present
on campus, and require a means of
electricity to charge
Stereotypes of large corporations’
motivations
Other large corporations that
contribute to the greater Tuscaloosa
area
Provides a service that constitutes a
basic need to The University of Alabama
community
Strong level of community involvement in
Tuscaloosa
Leading utility provider in the state
Lack of awareness among students of
Alabama Power’s community efforts
Power is present, but visual presence
is lacking. Nothing tangible to show
Alabama Power’s community efforts
6

7. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
2015 - 2016
Problem Statement
The University of Alabama campus community is unaware of Alabama Power’s
contributions to their community and lacks interaction with the corporation besides
being their electricity provider.
When asked if they would describe
Alabama Power as a company that is
involved in community efforts throughout
the state of Alabama,
37%of students were unsure
-from Capstone Agency’s Primary
Research, Fall 2015.
7

8. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
2015 - 2016
Year Two Overall Goal
The overall goal of Year Two is to shift the perception of Alabama Power to
being seen as an ally in the eyes of students and faculty. This year will focus
on how Alabama Power benefits, or powers, the people of the
campus community.
Overview of Fall Initiatives
During this time period, Capstone Agency focused on interacting with
students to study behavior and establish a mutually beneficial relationship
while researching for an extensive campaign to be launched in Spring
2016. Mini campaigns were held to highlight Alabama Power’s impact on
campus. To do so, Alabama Power needed to demonstrate its care for and
understanding of the faculty and students.
8

9. WHAT
POWERS
YOU?
Fall Focus
Strategy
Analyzed the perspectives of corporations within the
Tuscaloosa community, focusing on Alabama Power.
Conducted a survey with open-
ended questions in which students
who participated were entered
into a drawing for incentives; team
members analyzed findings
Hosted “Power Up” stations
with free coffee in libraries that
was provided to students who
answered survey questions, thus
creating a presence
Studied current interactions
students have with corporations
and Alabama Power; observed
which attributions corporations
provide to give a sense of
support to the University
Launched a quantitative survey to
gain a baseline of awareness of
Alabama Power
Research what students
seek from Alabama
Power and knowledge
of its involvement
on campus.
Goal
Research the UA campus community’s inspiration and perceptions on large
corporations, including Alabama Power and on-campus power needs.
Method
Through the use of “Power Up” stations and activities that provided free
coffee to students on the University of Alabama campus, we conducted
in-person surveys to gather students’ thoughts and perceptions on large
corporations, including Alabama Power, and determined what motivates
students to interact with those companies. The team asked questions
related to companies with positive images, corporate involvement
on campus, students’ personal motivations, and how students
view Alabama Power as a company and brand.
See Appendix. (Pg. 59-65)
Fall Research Findings
9
o
o
o
o

10. WHAT
POWERS
YOU?
Fall Research
Motivation
When asked what motivated them to get out and
get involved, students responded with the following
motivations:
o Networking
o Sense of community
o Giving back
o Engagement
Corporations
When asked what qualities promote a positive
perception of large corporations, students responded with the following:
Customer Service
o Students had a positive perception of companies such as Apple, Starbucks, Google and
Target because of the companies consistent quality customer service.
Products
o Product quality and reliability were considered as contributing factors to positive
perceptions of companies. Apple products in particular were mentioned here.
Corporate Social Responsibility
o Kind treatment of employees and charitable giving were factors that contributed to positive
perceptions of companies. Google was often given as an example of kind treatment of
employees and TOMS as an example of charitable giving.
Engagement
o In terms of company involvement on campus, students were often career-focused.
Students desire a presence at job fairs, with company involvement through
recruiting and internships. Personal face-time is important to students, with
a focus on what the company can do for the student beyond the
scope of students being potential future employees.
What students want
from Alabama Power
Transparency
Innovation
Consistent customer service
Career focused campus involvement
Philanthropic work
Trust
Social responsibility
10

11. WHAT
POWERS
YOU?
Fall Research
“It’s always nice
when a company
is more focused on
what can we do for
you rather than what
are your qualifications
and what can you
do for us.”
- UA Student,
Sophomore “I would say address
the students in a
manner in which
you care about their
needs and you care
about making them
succeed rather than
you care about them
working for you.”
- UA Student,
Senior
“I feel like I have a
positive perception
of [Alabama Power]
because they’ve
always been really
responsive when our
power
goes out.”
- UA Student,
Junior
11

12. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
2015 - 2016
Spring 2016
Capstone Agency analyzed the fall data to develop what tactics could be
used to develop the “What Powers You?” campaign and how it could fulfill
the UA campus community needs and advance engagement.
The Spring 2016 campaign inspired the UA community to become
innovative beside Alabama Power, which in turn invited engagement with
Alabama Power. This resulted in increased brand recognition on campus,
while promoting positive associations with the company.
12

13. WHAT
POWERS
YOU?
Objective 1: Inspire
Strategy
Personify Alabama Power as an ally to the campus community using
emotional and personal appeals.
Increase overall positive perception
of Alabama Power by 20 percent in
the campus community by April 30,
2016.
o Implemented charging stations
around campus sponsored by
Alabama Power.
o Created “What Powers You?”
videos by interviewing highly
recognized and successful
members on campus in order
to create brand awareness for
Alabama Power.
o Pitched scholarship stories
to outlets including Alabama
NewsCenter and The Crimson
White.
o Featured posts similar to those
on “Humans of New York” on
Instagram, Twitter and Facebook
to create a personal connection
with the campus community.
Objective 2: Invite
Strategy
Illustrate Alabama Power’s innovative initiatives throughout
University of Alabama’s campus through engagement of students
and faculty.
Invite active engagement among 10 percent of the
campus community by April 30, 2016.
o Encouraged interaction with
the campaign’s social media
accounts through relatable
content, interesting contests
and engaging hashtags, such as
#WhatPowersUA?
o Presented video stories of
students’ involvement and ability
to give back thanks to Alabama
Power’s support. These video
stories will be featured on “What
Powers You?” social media
outlets.
13

14. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Timeline Overview
2015 - 2016
Color Key:
Charging Stations
“What Powers You?” Videos
Social Media Campaign
August 2015 – December 2015
- “What Powers UA” campaign created
- Research conducted on charging station
locations
- Research conducted on overall awareness
of Alabama Power
- Pitched “What Powers UA” campaign to
Alabama Power
(2016)
January
- Developed videos’ stories and scripts
- Hosted Power-Up stations and gained
followers
February
- Hosted Power-Up stations and gained
followers
- Launched initial content for What Powers UA
March
- Pitched stories of campus development
- Began production of videos
- Continued to post on social media
April
- Promotion of Charging Stations
- Launched videos via paid media
- Pitched stories of experiential learning
and partnership
- Launched content and begin Humans of
University of Alabama Stories
- Launched videos via social media
- Pitched scholarship stories
- Measured usage and awareness
May
- Implemented Charging Stations
- First promo post for charging stations
- Bama Bound Post
June - July
- More promo posts
- Posts with people using charging stations
14

15. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Charging Stations
Charging
Stations
Research
Promotion
Implementation
Moving Forward
See Appendix For Examples
15

16. WHAT
POWERS
YOU?
Charging Stations
Research
In its research, Capstone Agency found that students
wanted Alabama Power to display seven qualities. Of
these qualities, this tactic fulfills:
o Innovation
o Consistent customer service
o Social responsibility
The Capstone Agency team conducted surveys in order to gain insight into specific locations for
charging stations. The team also created a promotion plan that included earned media coverage in
outlets relevant to the University community, banners and outlet advertisements.
Strategy
The Capstone Agency team decided to reach the campus community primarily through physical
advertising. The goal was to increase awareness of the stations among the student, staff and faculty
bodies in order for them not only to be informed of the stations’ existence, but also their appeal to
the campus community and the resources they provide.
Tactics
The Capstone Agency team installed banner advertisements in the future locations of the stations;
pitched informational press releases to local media outlets portraying the stations as both a daily
resource and a supportive contribution to innovation; and placed advertisements around outlets
near the stations’ locations.
16

17. WHAT
POWERS
YOU?
Charging Stations
Promotion Plan
Promotions were used to ensure
that students were aware of the
incoming charging stations. Advertisements were placed in
the Ferguson Center, Lloyd Hall and Reese Phifer Hall. These
specific advertisements lined every outlet in the areas where
the charging stations would be placed. These areas have high foot traffic and would be highly seen by
hundreds of students. Large (78” x 33”) retractable banners were placed in the exact locations where the
charging stations would be installed. This was not only used to promote the charging stations, but also
to inform the students where the charging stations would ultimately be located once they were installed
and create a tangible presence for Alabama Power.
Implementation
Based on the team’s research from Fall 2015, the charging stations
would be used the most in Lloyd Hall, the Ferguson Center
and Reese Phifer Hall. These locations were chosen based on
the Qualtrics survey taken by students, which focused on which
buildings hosted a larger amount of students and, based on their
location, served separate sections of campus. Out of the 110
students surveyed, 48 named the Ferguson Center, 37 named
Reese Phifer Hall and 26 named Lloyd Hall as locations where a
charging station would be most helpful to them.
The team chose to install two charging stations in Lloyd Hall. Lloyd Hall houses a mid-size dining
facility that generates high traffic during the meal-time hours. Lloyd is in a central location on
the Quad and serves as a general university classroom building. This allows students with
a variety of majors to use the charging stations while walking to and from class.
Innovation
Consistent customer service
Social responsibility
Charging Stations
Provide:
PowerHungr
y Buildings On Campus
24% Lloyd Hall
33% Reese Phifer
43% Ferguson
Center
17

18. WHAT
POWERS
YOU?
Charging Stations
Three charging stations will be installed in the Ferguson Center, allowing students
on each floor of the building to interact with them. One charging station will be
on the ground floor. The ground floor houses the main university supply store,
or “SupeStore,” on campus; the largest Starbucks on campus; and Crimson Copies, a popular printing
source for students. Another charging station will be located on the second floor in the student lounge
area. The second floor also has the largest dining area on campus, in which students are flowing in
and out of all day. The charging station on the third floor is located in a large student lounge area;
this includes the third floor of the Ferguson Center is mostly for students’ personal use with lounges,
computer labs and Student Affairs offices. The Ferguson Center is a highly trafficked area throughout
the entire day. A charging station on each floor is more convenient for all the students that visit the
building due to the large size of the building.
One charging station was installed in Reese Phifer Hall which houses the College of Communication
and Information Sciences. This charging station will be in the student lounge area on the ground
floor of the building where the drink and snack vending machines are located. This location is great
for students to get a quick charge in between classes.
Moving Forward
Charging stations will be installed as soon as they are delivered. Rather than conduct a hard launch
of the stations upon their arrival, social media will be used at the end of the spring semester and the
interim term in order to publicize the stations as students arrive for the summer terms in June and
July. Over the summer and at the beginning of the Fall 2016 semester, the Capstone Agency
team will implement ideas for a hard launch of the stations in the fall as the fall semester
and Year Three of the campaign.
The goal of Year Three will be to develop and promote the stations as an innovative space for
students. The team will continue to use a portion of the remainder of the budget to purchase
more charging stations on campus.
18

19. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Videos
Research
Implementation
Creative Brief
Results
See Appendix For Examples
Videos
19

20. WHAT
POWERS
YOU?
Videos
Research:
Based on results from focus groups conducted following Year One, students preferred shorter
video content, especially when viewing content on social media. Videos longer than 30seconds
were viewed as too long and unappealing. Given this recommendation, Capstone Agency
produced one 30-second video and three 15-second videos for digital release.
Previously, video releases were managed by WVUA-TV, who controlled access to social media
metrics. Publishing the videos on social media accounts controlled by Capstone Agency would
allow access to Facebook and Twitter’s in-app analytics. The Year One recommendation
additionally suggested used different social media platforms and sponsoring content to attain a
broader audience. Capstone Agency chose to publish the four videos on Facebook, Twitter and
Instagram and use sponsored promotional boosts to increase viewership within the target audience
based off of this suggestion.
Implementation:
The four videos were viewed more than 20,000 times in total. Reaching more than 65,000 users,
the videos were engaging and were received favorably. The videos were shared nearly 150 times,
liked by 1,170 individuals and commented on by 93 users. The largest audience was women ages
18-24, attaining the target reach of college-aged students.
The Facebook page’s videos were viewed 8,491 times for 10 seconds or more. Additionally, the
average completion rate of the videos peaked at 14 seconds, which was satisfactory given the three
15-second videos that were published. These figures show that shorter video content is more likely
to captivate audiences and further prove previous research findings.
20

21. Creative Brief
Target Audience:
The University of Alabama campus community
Key Message:
The “What Powers You?” videos focus on showcasing stories of innovative students on campus
describing what powers them.
Concept:
The “What Powers You?” video campaign features members of The University of Alabama campus
community who are impactful and share a connection with Alabama Power. The three students were
chosen due to their dedication to the University and his or her presence on campus. Kelsey Hixon,
Alabama Power Presidential Scholar; Elliot Spillers, 2015-2016 Student Government Association
(SGA) president; and Kaylie Crosby, project manager of the University’s EcoCAR 3 team shared their
stories about what powers them. Highlighting these specific students sends an encouraging
message that motivates other campus community members to be innovative. The shareability of
the videos featuring the stories of each individual, along with the “What Powers You?” logo,
suggests how Alabama Power partners with the University when it comes to innovation.
o Paid Media: Promoted Facebook and Twitter posts
o Shared Media: Facebook, Twitter, Instagram
WHAT
POWERS
YOU?
Videos
21

22. WHAT
POWERS
YOU?
Videos
Launch
Video
63.9K
17,553
14,975
Posted: April 18th 2:46 p.m
April 26th 3:56 p.m.
Time: 30 seconds
Reached Views Unique Viewers
Kelsey
Hixon
4.6K
1,426
1,140
Posted: April 20th 1:13 p.m.
Time: 15 seconds
Reached Views Unique Viewers
*Facebook
Results as of
April 30, 2016
22

23. WHAT
POWERS
YOU?
Videos
Kaylie
Crosby
6.2K
1,758
1,493
Posted: April 22nd 1:18 p.m.
Time: 15 seconds
Reached Views Unique Viewers
Elliot
Spillers
1.4K
361
326
Posted: April 25th 2:17 p.m.
Time: 15 seconds
Reached Views Unique Viewers
*Facebook
Results as of
April 30, 2016
23

24. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Digital
Research
Strategy
Recommendations
Results
Timeline
See Appendix For Examples
Digital
24

25. Research
Based on the insights gathered in Fall 2015, students desire a more
transparent and relatable company. The social media campaign allowed
for interaction with campus community members in a more personable and less “corporate”
way: for students, by students and about students. While it sometimes featured Alabama
Power-specific content, it mainly focused on inspiring the campus community and inviting its
members to engage the account by telling their stories.
Through the “Power Up” stations, Capstone Agency found that students preferred to
engage with companies on social media and favored short, shareable content. In order to
inspire and invite the students to partner with Alabama Power, Capstone Agency engaged
the target audience through Facebook, Instagram and Twitter, and several videos featuring
current students.
Previous insights also showed that circulating the videos on a campaign-specific social
media account could increase viewership, engagement and overall reach. The videos were
shared on the campaign’s distinct social media platforms so as to keep complete control
over the content and release times, connect with the target audience and provide access to
in-app analytics for campaign measurement. Paid promotional features were also used to
gain more viewers.
Strategy to Gain Followers:
The Capstone Agency team hosted “Power Up” stations offering free coffee for anyone
who followed the campaign’s accounts. This strategy proved effective with the research as
students enjoy stopping to get coffee and providing insights. As the campaign progressed,
a gift card giveaway was also implemented in order to gain more followers. This giveaway
incentivized for people to follow our account. They were required to tag other Instagram
users in order to be considered to win. This spread the message to multiple users in our
target audience.
WHAT
POWERS
YOU?
Digital
25

26. Content Overview
The “What Powers You?” social media account’s strategy focused on
the use of inspirational stories attracting to the emotional appeal of
the target audience. The basis of the content featured well-known students that interested
the campus community. The posts centered around the question, “What powers you?”
This relates back to Alabama Power, while also finding out what motivates and inspires the
campus community. The goal of the account was to inspire the campus community and
provide the engagement and transparency the target audience seeks from a corporation.
Purpose
Social media connects to target audience on their own terms as well as providing an
advertisement natively on a platform that they are already visiting. According to Pew
Research Center, 86 percent of college undergraduates use social media. The purpose of
the “What Powers UA?” campaign is to do more than just create social media content for
Alabama Power, but rather to bring students an entertaining account that provides them
with an opportunity to see Alabama Power as more of a personal ally rather than just a utility
company. The social media posts ran from Feb. 17 to April 29.
Method
Capstone Agency created and maintained social media accounts on Facebook, Instagram
and Twitter under the campaign handle @WhatPowersUA on Instagram and Twitter, and
“What Powers UA” on Facebook. The Capstone Agency team utilized the accounts to
promote the arrival of the charging stations, inspirational videos and highlight members
of The University of Alabama’s campus community through the social media campaign
“Humans of UA.”
Efficiency
Content for “What Powers UA?” was posted in between classes, a time when students are
looking at their phones as they walk to another class or home. The content used in the
digital campaign aligned very closely with the campaign’s theme of being inviting
and inspiring. The pictures chosen for Instagram were exactly that - inviting to
college students. The people and idea behind “Humans of UA” aligned
Alabama Power with the theme of being inviting and inspiring by
showcasing influential students on campus.
WHAT
POWERS
YOU?
Digital
26

27. WHAT
POWERS
YOU?
Digital
Results As of April 30, 2016
Digital Recommendations
o Research additional methods of gaining
followers.
o Continue to implement paid media,
specifically Instagram account.
o Re-work approval process in order for the
account to be more efficient. Focus more
on Facebook and Instagram rather than
Twitter.
o Ask various organizations on campus
about outstanding members (or faculty
advisors etc.) in their organization that
have a large influence on campus. In return
for spotlighting them on Humans of UA,
the organizaitons could share on their own
social media, inform their members about
the account and the goal to unify and
empower UA campus.
0
5000
10000
15000
20000
25000
0
500
1000
1500
2000
2500
3000
0
20
40
60
80
100
120
Twitter Facebook
Instagram
Impressions Page
Visits
Engaged
359
591
3,259
Page
Likes
ReachedPage
Views
Engaged
243 889
73,894
7,857
Followers Likes
309
530
27

28. WHAT
POWERS
YOU?
Digital
Timeline
January
- Compiled initial content for Instagram
February
- Hosted “Power Up” coffee stations
- Gained followers
- Launched the first presence of the campaign
- Posted initial content
March
- Introduced Humans of UA
- Posted Katie Plott’s Humans of UA Story
- Posted 2016 Algernon Sydney Sullivan Award recipient
- Posted Kaylyn Williams Story, first black woman from Alabama
to receive an internship at Goldman Sachs
- Facebook Page Launch
- Gained likes and views
April
- Released 1st video
- Released Kelsey Hixon video
- Released Kaylie Crosby video
- Released Elliot Spillers video
Paid Media
Page boost
14 days
Tuscaloosa and Birmingham area
Video boost
5 days
Tuscaloosa and Birmingham area
Instagram Page Boost
5 days
Tuscaloosa and Birmingham area
28

29. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Moving Forward
Moving
Forward
Based on the results from Year Two of the campaign, the Capstone Agency team
presents the following recommendations for Year Three:
o Continue developing and
implementing the “What Powers
You?” campaign.
o Build and execute a fall launch plan,
including earned media coverage in
traditional media outlets, a charging
station-centric social media campaign
and a personalized Snapchat filter.
o Continue the “Humans of UA”
social media series and using paid
boosting throughout the campaign.
o Develop the charging stations as an
innovative community space.
o Promote volunteer opportunities as
methods to engage and incorporate
the community.
o Examine the possibility of solar
umbrella charging stations.
29

30. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Appendix
2015 - 2016
Budget
Charging Stations
Videos
Digital
Media Plan
Press Releases
Research
31
32-35
36-46
47-58
59-62
63-66
67-73
30

31. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Budget
Appendix
Power Up Stations
Poster
Coffee
Charging Stations
Retractable Banners
Outlet Ads
Media Boosts
Videos
Printed Materials
Capstone Agency Fee
TOTAL
$20.30
$359.05
$10,143.00
$237.57
$19.50
$300.00
$5,850.00
$616.65
$5,000.00
$22,546.07
*Remaining for the Fall 2016
implementation $ 27,453.93
31

32. WHAT
POWERS
YOU?
Charging Station Insights
Survey Results:
Capstone Agency conducted a Qualtrics survey to
measure the need for charging stations on campus.
Eighty-two percent of respondents reported a
concern about their electronics’ battery life while
on campus. The results also conveyed specific areas
that students and faculty consider “power-poor”
locations. The three most highly demanded locations
for charging stations were The Ferguson Student
Center with 23 percent, Reese Phifer Hall with 18
percent and Lloyd Hall with 15 percent.
Students’lev
el of concern of battery life
oncampus
5% Not at all
13% Rarely
61% Sometimes
21% Constantly
63%
How often students
need to charge
their phone while
on campus
51%
Amount of difficulty
students have finding
an electrical outlet when
they need to charge their
phone on campus
77%
How likely students would
be to use a charging
station kiosk on campus
32

33. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Charging Stations Logistics
Appendix
Company: Kwikboost
Source of Electricity:
The University of Alabama’s Energy
Management Department will cover the cost.
Building Approvals:
Building representatives of The Ferguson
Center, Reese Phifer and Lloyd Hall have
approved the proposals detailing
implementation.
Discount:
5 percent discount for 7-11 units;
10 percent discount for 12+ units;
free shipping; no sales tax
Installation:
No fee
Warranty:
One year extended warranty + one year
service plan with field service team
Branding fee:
Included in cost
Turn-around:
Need order by Jan. 15 for implementation
Feb. 22
Usage:
@10A USB draw: .8A/6 7W
Timeline:
Order by Jan. 15
Promotion starts Feb. 1
Implementation Feb. 22
From 17 Dec. 2015 Vendor Quote
33

34. WHAT
POWERS
YOU?
Charging Stations
34

35. WHAT
POWERS
YOU?
Charging Stations
Promotions
CHARGING STATION
COMING SOON TO the ferg
CHARGING STATION
COMING SOON TO lloyd
35

36. WHAT
POWERS
YOU?
Videos
Task Date Due Date Completed
Shoot Kaylie Video 3/4/16 3/2/16
Shoot Kelsey Video 3/4/16 3/4/16
Shoot Elliot Video 3/11/16 3/9/16
Voiceovers 3/11/16 3/8/16
Post Production 3/23/16 3/15/16
Delivery to Client 3/25/16 3/24/16
Video Production Schedule
36

37. WHAT
POWERS
YOU?
Videos
Video:
Open, cut to Elliot at SGA desk.
Audio:
Light instrumental music playing in the
background.
Elliot:
“The power of inspiration”
Video:
Cut to Kaylie working on a laptop.
Audio:
Light instrumental music continues playing
in the background.
Kaylie:
“Innovation.”
Video:
Cut to Kelsey studying at a desk.
Audio:
Light instrumental music continues playing
in the background.
Kelsey:
“Opportunity.”
Storyboard :30 Video
37

38. Video:
Cut to Elliot walking on the quad.
Audio:
Light instrumental music continues playing
in the background.
Elliot:
“It enabled us to unite the campus.”
WHAT
POWERS
YOU?
Videos
Video:
Cut to Kelsey walking through Gorgas.
Audio:
Light instrumental music continues playing
in the background.
Kelsey:
“To further our education.”
Video:
Cut to Kaylie looking into car engine.
Audio:
Light instrumental music continues playing
in the background.
Kaylie:
“To foster new ideas.”
38

39. Video:
Cut to Elliot walking towards the Ferguson
Student Center.
Audio:
Instrumental music gets louder and continues
playing in the background.
Elliot:
“It brings us together.”
WHAT
POWERS
YOU?
Videos
Video:
Cut to Kelsey walking up the steps of Gorgas.
Audio:
Instrumental music gets louder in the back-
ground.
Kelsey:
“To reach new heights.”
Video:
Cut to Kaylie walking into engineering lab.
Audio:
Instrumental music continues getting louder in
the background.
Kaylie:
“To create the impossible.”
39

40. Video:
Cut to Kelsey stepping forward to the camera.
Audio:
Instrumental becomes more intense in the
background.
Kelsey:
“To pursue our dreams.”
WHAT
POWERS
YOU?
Videos
Video:
Cut to Elliot stepping forward to the camera.
Audio:
Instrumental music continues intensity in the
background.
Elliot:
“To pave the way.”
Video:
Cut to Kaylie stepping forward to the camera.
Audio:
Instrumental music gets louder music continues
playing in the background.
Kaylie:
“For a new generation.”
Video: Cut to the “What Powers You?”
logo. Powered by Alabama Power
appears on screen.
Audio: Instrumental music begins
to fade.
Elliot, Kaylie, Kelsey:
“It’s the power to
change the
future.”
40

41. WHAT
POWERS
YOU?
Videos
Video:
Open, cut to Elliot walking towards the Ferguson
Student Center.
Audio:
Light instrumental music playing in the
background.
Elliot:
“The power of inspiration.”
Video:
Cut to Elliot in front of Denny Chimes.
Audio:
Light instrumental music continues playing in the
background.
Elliot:
“It drove me to pursue my dreams.”
Video:
Cut to Elliot at his desk.
Audio:
Light instrumental music continues playing in the
background.
Elliot:
“To run for SGA president.”
Elliot Spillers :15 Video
41

42. WHAT
POWERS
YOU?
Videos
Video:
Cut to Elliot walking on the quad.
Audio:
Instrumental becomes more intense in the
background.
Elliot:
“To unite the campus.”
Video:
Cut to Elliot stepping forward to the camera.
Audio:
Instrumental music continues to intensify in the
background.
Elliot:
“It’s the power to change the future.”
Video:
Cut to the “What Powers You?” logo. Powered
by Alabama Power appears on screen.
Audo:
Instrumental music begins to fade.
Elliot Spillers :15 Video
42

43. WHAT
POWERS
YOU?
Videos
Video:
Open, cut to Kaylie walking into engineering lab.
Audio:
Light instrumental music playing in the
background.
Elliot:
“The power of innovation.”
Video:
Cut to Kaylie working on a laptop.
Audio:
Light instrumental music continues playing
in the background.
Kaylie:
“It brings us together.”
Video:
Cut to Kaylie leading a presentation.
Audio:
Light instrumental music continues playing
in the background.
Kaylie:
“To create the impossible. To foster new
ideas.”
Kaylie Crosby :15 Video
43

44. WHAT
POWERS
YOU?
Videos
Video:
Cut to Kaylie looking into car engine.
Audio:
Instrumental music gets louder and continues
playing in the background.
Kaylie:
“To pave the way for a new generation.”
Video:
Cut to Kaylie stepping forward to the camera.
Audio:
Instrumental becomes more intense in the
background.
Kaylie:
“It’s the power to change the future.”
Video:
Cut to the “What Powers You?” logo. Powered
by Alabama Power appears on screen.
Audio:
Instrumental music begins to fade.
Kaylie Crosby :15 Video
44

45. WHAT
POWERS
YOU?
Videos
Video:
Open, cut to Kelsey walking up the steps of
Gorgas.
Audio:
Light instrumental music playing in the
background.
Kelsey:
“The power of opportunity.”
Video:
Cut to Kelsey walking through Gorgas.
Audio:
Light instrumental music continues playing
in the background.
Kelsey:
“it enabled me to further my education.”
Video:
Cut to Kelsey studying at a desk.
Audio:
Light instrumental music continues playing
in the background.
Kelsey:
“To reach new hights. To push myself to
succeed.”
Kelsey Hixon :15 Video
45

46. WHAT
POWERS
YOU?
Videos
Video:
Cut to Kelsey stepping forward to the camera.
Audio:
Instrumental becomes more intense in the
background.
Kelsey:
“It’s the power to change the future.”
Video:
Cut to the “What Powers You?” logo. Powered
by Alabama Power appears on screen.
Audio:
Instrumental music begins to fade.
Kelsey Hixon :15 Video
46

47. Digital Rationale
Featuring “Humans of New York”-style posts on Instagram, Facebook and Twitter to create
a personal connection with the campus community
o Tell stories of individuals on campus
- Influential students and faculty members willing to participate
- Alabama Power scholarship recipients, EcoCar participants, Co-Op engineering
students, previous interns, children of Alabama Power employees
- Everyday students willing to answer questions involving “What Powers You?” or
questions highlighting innovation
o Individuals “shining their light” powered by Alabama Power
- Similar look and feel of the craft beer commercial by Alabama Power
- Not overly corporate, more storytelling with subtle links back to the corporation
o In late April for the fifth anniversary of the Tuscaloosa tornadoes, share stories of
individuals who experienced the tragedy
- Emphasize how Alabama Power quickly getting the power back on was a sign of
hope
WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Digital
47

48. WHAT
POWERS
YOU?
Facebook
Digital Appendix
48

49. WHAT
POWERS
YOU?
Facebook
Digital Appendix
49

50. WHAT
POWERS
YOU?
Digital Appendix
Facebook
50

51. WHAT
POWERS
YOU?
Digital Appendix
Twitter
51

52. WHAT
POWERS
YOU?
Digital Appendix
Twitter
52

53. WHAT
POWERS
YOU?
February 17th
Digital Appendix
Instagram
53
February 17th
February 17th

54. WHAT
POWERS
YOU?
Digital Appendix
Instagram
February 17th
March 1st
54

55. WHAT
POWERS
YOU?
March 23rd
March 24th
March 28th
Digital Appendix
Instagram
55

56. WHAT
POWERS
YOU?
Digital Appendix
Instagram
March 31st
March 30th
March 30th
56

57. WHAT
POWERS
YOU?
Digital Appendix
Instagram
April 18th
April 19th
April 21st
57

58. WHAT
POWERS
YOU?
Digital Appendix
Instagram
April 26th April 28th
58

59. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Media Plan
2015 - 2016
Purpose
Traditional and online news outlets were used to reach The University of Alabama’s
campus to inspire and invite the community to actively engage with Alabama
Power. The purpose of media relations during the “What Powers UA” campaign
was to inform and engage local media outlets and publications about Alabama
Power’s contribution to student innovation and the campus community at The
University of Alabama. The articles emphasized these contributions by featuring
on-campus figures and discussing the needs and wants of the campus community.
In turn, the articles and videos worked to highlight Alabama Power’s presence in
The University of Alabama community.
Method
The “What Powers You?” campaign was pitched to resident-related publications.
The angles of the stories included spotlights on students that were influenced by
Alabama Power, promotion of the inspirational videos and a formal announcement
of the charging station implementation on UA’s campus.
Implementation
Different elements of the campaign were pitched to The Crimson White, The
Tuscaloosa News and Alabama NewsCenter.
Online and Traditional Outlets
59

60. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Media Rationale
2015 - 2016
The Crimson White
The Crimson White is a student-run newspaper that focuses on student initiatives
at The University of Alabama. The publication serves as a resource for students and
community members to keep up-to-date on local events and issues. The paper’s
print edition is published on Mondays and Thursdays during the school year, and
on Wednesdays during the summer. Media coverage of the charging station
implementation and production of the videos highlighted the unique angle that the
projects were carried out by students and for students. The coverage also
emphasized the beneficial resources on campus, both those currently
present and those arriving in the future.
The Tuscaloosa News
Media relations notified The Tuscaloosa News of the charging stations coming soon
to The University of Alabama campus. This emphasized Alabama Power’s
contribution to campus innovation and the benefits of the charging stations to the
Tuscaloosa community as a whole. The Tuscaloosa News serves households in the
city of Tuscaloosa, Tuscaloosa County and the surrounding areas.
60

61. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Communication
Media Plan
Native Advertising
The individuals featured in the “What Powers UA?” videos were chosen to highlight
the success and opportunity that are presented to students at The University of
Alabama in association with Alabama Power. Having the individuals perform on-
campus activities and using simple and powerful phrasing made the videos more
memorable, which led to more student engagement and relatability. Each frame
emphasized the individual’s accomplishments and promoted their success on
campus. The script and ending frame of the campaign logo and the words Alabama
Power illustrated the company’s positive association with the university and its
students. The strategy was to inspire the campus based on support of the UA
campus community, rather than on the company’s success.
Traditional Advertising
The agency’s pitched media coverage informed local media outlets of the
campaign’s mission and activities on campus. The press releases communicated the
campaign’s current and upcoming developments, such as the video series posted
to social media and the charging stations on campus. The releases varied in style
and structure, ranging from a feature-style approach to a more direct construction.
This coverage had the potential to allow the local community to gain both an
awareness and interest in the campaign’s activities and on-campus
involvement, both in the University community and on social media.
61

62. WHAT
POWERS
YOU?
w
WHAT
POWERS
YOU?
Communication
Media Plan
Guerrilla Advertising
Capstone Agency utilized guerrilla advertising in the fall by serving coffee to
students, and in the spring through the implementation of the charging stations
on campus. The coffee stations featured the Alabama Power logo and created a
positive image of the utility company among the students who received free coffee
and spread the word to their friends. The charging stations provided a tangible
appearance on campus for Alabama Power, while also fulfilling a student need.
To promote the charging stations, Capstone Agency displayed banners and other
promotional material to align the Alabama Power logo with the implementation of
the charging stations.
Digital Advertising
Capstone Agency used paid media and earned media to spread the word about
the “What Powers UA?” campaign. The message communicated through social
media outlets inspired and empowered students on Alabama’s campus. The copy
was minimalistic and focused on local aspects of the Tuscaloosa area. Within the
content, there was a segment dedicated to students who are influential figures on
campus called “Humans of UA.” The combination of both “Humans of UA” features
and original content reached out to students and ultimately unified the campus.
62

63. WHAT
POWERS
YOU?
Press Releases
Capstone Agency releases “What Powers You?” video series
TUSCALOOSA, Ala.— Capstone Agency has partnered with The Center for Public TV & Radio to produce
videos featuring members of The University of Alabama community who have been inspired by
Alabama Power.
Video Producer Gray Lloyd said, “Collaborating on this project with Capstone Agency allowed our students
to gain valuable, real-world experience for a major corporation. We hope this campaign motivates University
of Alabama students to take initiative, develop their skills and pursue their goals.”
In a series of 15 to 30 second clips, the videos will highlight three UA students who have been inspired by
Alabama Power: Kaylie Crosby, project manager of EcoCAR 3; Kelsey Hixon, Alabama Power Presidential
Scholarship recipient; and Elliot Spillers, UA’s 2015-2016 SGA president. All videos will be featured exclusively
on the campaign’s Twitter, Instagram and Facebook (@WhatPowersUA) starting the week of April 18.
“Alabama Power has been unwavering in their support for student initiatives at UA, which in turn empowers
our organizations to strive for positive changes here at the Capstone,” Crosby said. “It was a privilege to be
involved in the video conveying this fundamental support.”
Alabama Power hopes the videos will invite members of the community to share their goals and what powers
them, just as the individuals in the video have done.
The videos will be promoted solely through social media outlets to allow for a more personable, less
corporate interaction between Alabama Power and its student consumers.
In the coming weeks, students can expect to see more information on the campaign’s social media platforms.
The full video was released on April 18. On April 20 a shorter, teaser video was released spotlighting Kelsey
Hixon’s individual story. The remaining teaser videos will appear on the accounts on April 22 and April 26.
In addition to spotlighting three UA students, the videos also gave student interns the chance to
apply what they’ve learned in class and hone their creativity skills.
“Taking our concept off paper and onto set made me so proud. It was my first time
working on such a large project for a client and I think we nailed it,” said Student
Video Director Mary Dixon Recio. “I hope Alabama Power is proud of this video
that was made by students, about students, and for students.”
-###-
63

64. WHAT
POWERS
YOU?
Capstone Agency partnership with Alabama Power
Capstone Agency is a nationally affiliated, student-run integrated communications firm at The University of
Alabama. The Alabama Power and Capstone Agency partnership launched in 2014 and is currently in the
second year of a five-year program.
Through the partnership, Alabama Power provides students with valuable, experiential learning and real-
world training within their field. Since its implementation, the campaign has received three student medallion
awards from the Public Relations Council of Alabama and two Gold Addy awards on the professional level
from the American Advertising Federation-Tuscaloosa.
-###-
About the Capstone Agency Partnership with Alabama Power
Capstone Agency is a nationally affiliated, student-run integrated communications firm at The University of
Alabama. The Alabama Power and Capstone Agency partnership launched in 2014 and is currently in the
second year of a five-year program. The partnership’s overall goal is to increase students’ awareness and
positive perception of Alabama Power’s community involvement by inviting the community to be innovative
with Alabama Power.
Through the partnership, Alabama Power provides students with valuable, experiential learning and
real-world training within their field. Since its implementation, the campaign has received three student
medallion awards from the Public Relations Council of Alabama, two Gold Addy awards on the professional
level from the American Advertising Federation-Tuscaloosa, and the Public Relations Student Society of
America’s national Best Tactic Award in 2015.
-###-
Press Releases
64

65. WHAT
POWERS
YOU?
Alabama Power presidential scholar finds her niche at UA
TUSCALOOSA, Ala.— Kelsey Hixon’s dreams were changed when she received the news that she would be
the 2015 Alabama Power presidential scholar.
As a student at Clark County High School in Clark County, Alabama, 18-year-old Hixon began applying for
scholarships posted on the bulletin boards in August of her senior year. Laura Hixon, Kelsey’s mother and an
Alabama Power employee, was the one who urged her to apply for the Alabama Power scholarships after
seeing a flier for them posted at work.
“As soon as my mom sent me the information, I went online and applied,” Hixon said.
Hixon couldn’t believe that she had been chosen for the Presidential Scholarship award. She made the
discovery after her mom had texted and emailed her in the middle of class to call Alabama Power as soon as
she could.
“I was so shocked when I called and found out I had been chosen for the Presidential Scholarship,” Hixon
said. “I thought I got one of their smaller scholarships and I was honored. It’s amazing to be the recipient of
such a prestigious award.”
Hixon is a Mechanical Engineering major at UA and has joined several campus organizations since she
started in August. She is a member of Al’s Pals, ARC Senate and Phi Eta Sigma, the national freshman honor
society. She has enjoyed her time at the University so far, and is a huge fan of the Tide.
Hixon is only just beginning her journey as a student. She plans to continue to volunteer her time and effort
to the organizations she feel passionate about.
“My ambitions for the future are to really get involved on campus and to not graduate without making
some kind of difference at The University of Alabama,” Hixon said.
###
Press Releases
65

66. WHAT
POWERS
YOU?
New charging stations coming soon to the University of Alabama campus
TUSCALOOSA, Ala. — In a move to promote on-campus innovation and provide students and faculty with
a convenient resource for charging their phones during the day, Capstone Agency announced on Tuesday a
plan to install new charging stations in three primary locations on the University of Alabama campus.
Presented in partnership with Alabama Power, the plan aims to provide students and faculty with a useful way
to charge their phones in locations where outlet availability may otherwise be limited. Installations have been
proposed for the Ferguson Center, Lloyd Hall and Reese Phifer Hall, locations where a Capstone Agency
survey identified a high demand for charging stations.
Statistics compiled by Capstone Agency support the necessity of charging stations on campus. Sixty-three
percent of surveyed students indicated a need to charge their phone during the day, while 51 percent of
surveyed students reported having difficulties finding an available outlet in order to do so.
The stations will be installed in three different models, including floor stands, tables and wall mounts. Stations
have already been approved for the following locations:
· Ferguson Center: Inside or outside Starbucks, middle floor study area, top floor lounge
· Lloyd Hall: Student lounge/study area on the first floor near the food court
· Reese Phifer Hall: Student lounge area on the main staircase
Installation is due to occur later in the spring semester. A social media campaign, “What Powers UA,” is
currently underway at @WhatPowersUA on Instagram.
###
Press Releases
66

67. WHAT
POWERS
YOU?
Background
Capstone Agency conducted in-person surveys to gather students’ thoughts and
perceptions of Alabama Power and corporations. Through the use of
“Power-Up” stations and activities providing free coffee to students on the
University of Alabama campus, the team asked questions related to companies with positive images, corporate
involvement on campus, students’ personal motivations, and how customers view Alabama Power as a
company and brand.
Corporations
When asked what companies the sample held a positive perception of, students responded with companies
such as Apple, Starbucks, Google and Target. Fueling this positive perception was a belief that these
companies not only offered quality customer service and products, but also upheld their corporate social
responsibility by treating employees well.
In terms of company involvement on campus, students were often career-focused. They desire a presence at
job fairs, with company involvement through recruiting and internships. Personal face-time is important to them,
with a focus on what the company can do for the student beyond the scope of them being potential future
employees.
Alabama Power
Perception of Alabama Power among surveyed students was positive, with a feeling that service was reliable.
However, even students with a neutral perception were fully aware that Alabama Power is a large company with
a lot of power in the state. Students were also largely unaware of Alabama Power’s community involvement
efforts, with awareness generally being exhibited by students with either personal ties to the company (such as
an employed relative) or who live in areas with a more overt presence from Alabama Power (such as Sylacauga).
When asked about Alabama Power and if they would classify them as “innovative,” students were generally
unsure. Others answered negatively. Students commonly linked innovation with efforts to become more
efficient, more green, more sustainable and through promoting these ideals.
Motivation
When asked about what motivated them to get involved, common factors cited by students included a
sense of giving back and making a difference, a sense of community, and the opportunity to network.
When asked how a company could help with involvement efforts, the majority of students
believed help could be provided via funding, internships and networking opportunities.
When asked what motivated them to either go out or stay in, students cited desires
to network and to just be social as factors in going out. Staying in was
typically motivated by a need to study.
Research
67

68. WHAT
POWERS
YOU?
Research
Social Media
Surveyed students who do not follow companies on social media said that they might be interested in
following companies that provided interesting articles and information, as well as overall good marketing.
Students who do follow companies on social media were primarily motivated by customer service and
professional purposes.
Quotes
“I feel like I have a positive perception of them because we use them at my house and they’ve always been
really responsive when our power goes out.”
“It’s a name I’ve heard, but I really know next to nothing besides that.”
“I would say address the students in a manner in which you care about their needs and you care about
making them succeed rather than you care about them working for you.”
“It’s always nice when a company is more focused on what can we do for you rather than what are your
qualifications and what can you do for us.”
“I have a positive perception of Google because they’re known for not only having a good reputation in
the world in general because of their wide range of products, but I’ve heard that they’re also really kind to
their employees and that resonates well with me.”
Timeline
o Created social media account for the “What Powers UA?” campaign
o Released power saving tips and video teasers throughout the semester
o Conducted focus groups, interviews, and surveys to the student body
o Hosted “Power Up” stations on campus that were used as incentives to gather student insights during
homecoming week and dead week
o By early November, scheduled meeting to approve spring campaign including videos
68

69. WHAT
POWERS
YOU?
Research
Social Media Campaign Account: What Powers UA?
Campaign control/ Individualized content
A personalized campaign account allows our student-run team to directly communicate with fellow
students, faculty and the university community at large. Content on the Alabama Power handle
is direct, newsworthy and serves its purpose, but does not necessarily address or engage the
demographic we are targeting. As members of this specific demographic ourselves, we are able to
colloquially express our mission and interact with likeminded members of the university. For example,
situational occurrences on campus can be tied into our content and having control over the campaign’s
handle would allow us to make these connections in a timely and targeted manner.
Individualized hashtag
Tweets with hashtags receive two times more engagement than those without. Tweets with one or
more hashtags are 55 percent more likely to be retweeted.
A separate campaign account would allow us to use exclusive content and hashtags without cluttering
the Alabama Power handle, which already has over 12,000 tweets.
Scheduling
Develop social media schedule to stay on same page, remain transparent; consult with social media
department
Promotion
Use small fraction of budget to increase impressions
Power Saving Tips/Video Teasers
Video Content for Social Media Campaign- 15 to 45 second videos to quickly highlight ideas,
ensure engagement
Focus Groups, Interviews, Surveys
Consult with ICIR on facilities on best possible approaches to focus groups,
interviews + how to expand outreach beyond CCIS students and faculty
Use SPSS analytics for surveys to analyze concrete statistics, numbers
(Dr. Panek, other professors for help)
Host “Power Up” stations on campus to use incentives and gather
69

70. WHAT
POWERS
YOU?
Research
student insights during homecoming week and dead week
Ferguson Center Policies
The Ferguson Center Event Planning Office (EPO) is located in Room 356 in the Ferguson Center
Student Union. The staff is available from 8:00 a.m. to 5:00 p.m. Monday – Friday to answer questions
and can help you successfully plan and carry out any size event. Registered student organizations,
University Departments, faculty/staff organizations and external guests of the University are eligible
to reserve Ferguson Center facilities. For student organizations, the President or Advisor must initiate
the reservation request. Please note that the Ferguson Center is not available for regular academic
classes. On-line reservation form requests are preferred and can be submitted via the on-line
reservation system. To access the web site go to www.ferguson.ua.edu and click on
Reservations/Room Request
University of Alabama Permit Policies
http://www.uafacilities.ua.edu/grounds/information/facilities-and-grounds-use-policy.pdf
http://www.uafacilities.ua.edu/grounds/pages/grounds-use-permit.htm
Facilities list
http://www.uafacilities.ua.edu/buildings/2015-Building-Reps.pdf
Library Policy on Distribution
70

71. WHAT
POWERS
YOU?
Research
https://www.lib.ua.edu/about/libraries-policies/advertisements/
Alabama Power Research – Year Two, Fall 2015
What We’re Going to Research
o What do students want out of a dominant service company?
o How have other service companies tackled engagement challenges that major
corporations face?
o What do students know about Alabama Power and its involvement in Tuscaloosa and on the
University of Alabama campus?
o What is the current perception of Alabama Power among students?
o What outstanding partnerships with the university can be highlighted or created? (E.g.,
scholarships, job opportunities, promotions).
How We’re Going to Research
o Go beyond traditional focus groups:
o More interaction through fieldwork.
o Gather information in informal settings (e.g., the Quad, student center) while creating a
positive presence for Alabama Power.
o Create and foster relationships with student organizations.
o Contact campus relations of other universities to gain insight into how service companies
create a presence on their campuses.
o Use Qualtrics Survey, an online survey platform, to determine baseline for Fall research on
perceptions.
o Consult with ICIR (Institute for Communication and Information Research) on facilities and
determine the best possible approaches to interviews and videos.
o Expand outreach beyond CCIS students and faculty.
71

72. WHAT
POWERS
YOU?
Research
Power Up stations
o Connect with the university to establish a setting during Homecoming and Dead Week
where we can interact with students and faculty.
o Insights will be gathered by offering small incentives for participation.
o Use the social media mini-campaign “What Powers You?” to measure current impressions
and digital engagement.
“Power Up” Stations: Questions
Alabama Power Questions
1. Are there any large companies that you would say you have a very positive
perception of? Why?
2. How would you like to see a large company involve itself with this campus
and the students
3. What would you say your current perception of Alabama Power is? Why do you feel
that way?
4. Are you aware of how Alabama Power involves itself both on campus and in the
Tuscaloosa community?
5. Would you describe Alabama Power as an innovative company? If not, why?
6. In your opinion, what should Alabama Power do to be viewed as innovative?
72

73. WHAT
POWERS
YOU?
Research
Charging Station Qualtrics Survey: Questions
1. Which of the following most accurately represents where you live?
On Campus - Dormitory
On Campus - Greek House
Off Campus
2. Which of the following best describes your typical level of concern about your phone’s battery level while on
campus?
Not at all concerned
Rarely concerned
Sometimes concerned
Constantly concerned
3. How often do you find yourself needing to charge your phone while on
campus?
Never
Rarely
Sometimes
Often
All of the Time
4. How difficult do you feel it is to find an electrical outlet when you do need to
charge your phone?
Very Difficult
Difficult
Neutral
Easy
Very Easy
5. Let’s say that a cell phone charging station capable of charging multiples phones at once has been added to a
building on campus that you frequent. How likely would you be to use this kiosk if your phone’s battery was low?
Very Unlikely
Unlikely
Undecided
Likely
Very Likely
6. Based on your typical day, what buildings on campus do you feel would be the most convenient
places to find one of the charging stations mentioned above? An example might be “Lloyd
Hall, Reese Phifer, and the Ferguson Center.” If none come to mind, enter “N/A”
7. Based on your typical day, what outdoor locations on campus do you feel
would be the most convenient places to find one of the charging stations
mentioned above? An example might be “the Ferguson Plaza.”
73

74. WHAT
POWERS
YOU?
WHAT
POWERS
YOU?
Capstone Agency Team
Kendall Sellers: Account Executive
Sally Immel: Assistant Account Executive
Allison Cohen: Assistant Account Executive
Maddie Abrams: Assistant Account Executive
Kate Laird: Digital Strategist
Dominique Taylor: Digital Strategist
Shawna Bray: Media Relations
Drew Pendleton: Media Relations
Davie Higginbotham: Insights Analyst
Gabby Jones: Insights Analyst
Kala Brumbaugh: Public Relations
Camilla Bryant: Public Relations
Sarah Augustinksey: Creative Designer
Kylie Cowden: Creative Designer
Contact Information:
Faculty Advisor: Teri K. Henley, MBA, APR
CapstoneAgency@gmail.com
205-348-0365
74