Created by CreationPR Fall 2010

Kassandra Ricci Kyrie Perry Kasey Quinn Lisa Reddy

12 Gooding Avenue Bristol, RI 02809 East Bay Energy Consortium 315 Iron Horse Way Suite 101 Providence, RI 02908 Dear Mr. Carvello: I am acknowledging your acceptance of CreationPR as your chosen PR firm for the East Bay WindPower initiative proposal. Thank you for offering us this exciting opportunity to work with you. We will perform and complete the terms of your offer to the best of our ability and are confident we will be able to finish by the discussed deadline. As stated, we will begin work on January 1st, 2011. We will be in contact in the near future for any details or materials we will need for the campaign. Once again, thank you for this opportunity and if you have any questions please do not hesitate to contact me, Account Executive, Kassandra Ricci at kricci@creationpr.com. Sincerely, Kassandra Ricci

Table of Contents
Page 1Page 2Page 9Page 10Page 13Page 16Page 18Page 19Page 20Executive Summary Research Publics Objectives Tactics Evaluation Budget Timeline Calendar APPENDIX IIIIIIIVVVIVIIVIIIIXXXIXIIXIIIXIVXVIIPress Release Press Materials PSAs Facebook Twitter Event Flyer Q&A schedule Stickers Letter Newsletter Initiation Webpage Logo Rationale Primary Research Contacts and Titles

Executive Summary
CreationPR is a Public Relations Corporation whose focus is crafting creative, realistic public relations plans. These plans include a situational analysis and a campaign that includes all the necessary pieces of a PR plan: goals, objectives, strategies, tactics, as well as budget and timeline. CreationPR is currently working in conjunction with the East Bay Energy Consortium to promote awareness and positive feelings towards the building of a wind farm in Tiverton, RI. In the following pages we have researched and analyzed our target publics. We have also compiled relevant data that helped us develop strategies and tactics to[ aid us in creating a successful Public Relations campaign. Our tentative campaign is briefly described below. We collected the opinion of 39 community members of the East Bay Area. Based on the results of our survey and content analysis we determined that our primary target public will be voters of the East Bay Area, and our secondary audiences will be environmentalists and opinions leaders. Through our research we found many opportunities for promotion and exposure. During our campaign we will use ideas taken from our research, to develop a successful plan of action. Our strategies and tactics are focused on informing and persuading our target public through various tactics such as social media, events and promotional materials. The tactics will be interactive to target those of the younger generation, while those targeting the older generation will be informative and useful. We will promote and increase positive feelings about the wind farm within the East Bay community to the best of our ability. To ensure that the campaign is carried out successfully Creation PR will consider evaluation methods before, throughout and after the campaign.

Client Research
CreationPR was approached by the East Bay Energy Consortium to help promote the possibility of a multi-town wind farm being built in Tiverton, Rhode Island. The consortium is made up of representatives from the towns of Newport, Middletown, Portsmouth, Tiverton, Little Compton, Bristol, Warren, Barrington, and East Providence. Their main goal is to establish a wind farm in the Tiverton Industrial Park that will provide clean, reliable energy to all of the East Bay. In order for the wind farm to be built, the people of the East Bay community must vote whether or not they want a wind farm in their area. The Consortium needs public relations to increase awareness and promote positive feelings among the East Bay Residents in order for the vote to be in favor of building the wind farm. CreationPR will complete these objectives and do their best to achieve their clients goal through various tactics.

Situational Analysis
The East Bay community is made up of nine towns including Middletown, Warren, Barrington, Bristol, Portsmouth, Newport, Little Compton, Tiverton and East Providence. The East Bay has a population of 178,392 citizens. It sits on the Narragansett Bay, in South East Rhode Island. The term East Bay refers to the towns residing on the east side of the bay. The towns on the Aquidneck Island are sometimes referred to as The Islands. It is an area that is known for its tourism in the summer months, including ecotourism. Recently the East Bay Area has been searching for alternative sustainable energy sources such as wind energy. Wind power is power derived from wind and used to generate electricity or mechanical power. People have been harnessing wind power for many years through sails and windmills. Recently in the past decades wind turbines have become a new trend in alternative energy. The wind energy movement started in Europe and has slowly been brought over to the United States. Wind power is generated from turbines that can be as tall as 20- story buildings and have three sixty meter blades. The larger wind turbines can generate enough 1 energy to power and average of 600 US homes. After the turbine is erected the cost of producing the energy is virtually none since wind is free. Communities in the East Bay have already adopted wind power as an energy source. Portsmouth Abbey and Portsmouth public schools have erected turbines to help reduce energy costs for the community. The location of the East Bay area makes it an optimal location for a wind farm due to the high coastal winds throughout the year. The greater East Bay community will benefit greatly from the sustainable energy generated from the proposed wind farm far for many years to come.

Target Public Research Survey

IntroductionIn order to gain perspective and understanding on wind power, we conducted a survey of our sample public. Our survey consisted of nominal, Likert scale and demographic questions. We went to local businesses and systematically chose people that best appeared to represent a sample of the population of the areas that will be affected by the wind power initiative. We conducted the surveys from Thursday October 7th, 2010 to Tuesday October 12th, 2010 at the Starbucks in Middletown, Mannys in Bristol, Dunkin Donuts in Warren, Rumstick Road in Barrington, RI along with various faculty and staff at Roger Williams University.

Survey ResultsAfter conducting thirty-nine surveys we drew the following conclusions. Eighty-seven percent of our sample public would consider using an alternative energy source. Out of the 13% that said no, three out of five would not consider it because of the high costs and one out of five believes it is unreliable. When asked what out ideal energy source should be 30% believe solar energy, 28% wind energy, 15% geothermal and 13% hydroelectric. After briefly informing participants about wind power we asked participants to rate their level of agreement using several Likert Scale questions, one being strongly disagree and five being strongly agree. Forty- four percent of people strongly agree they would

support wind power because it will protect their communitys environment. Forty-one percent of people strongly agree they would support the use of wind power because it produces green electricity. Eighty-eight percent of people would strongly support or support wind power because it is a renewable resource. Forty-six percent of people who took our survey believe in the importance of using and finding alternative energy sources. We then informed the participants about the possibility of a wind farm in the Town of Tiverton,their local community. After finding out this information 41% of people strongly disagree that this new information has changed their opinion. Sixty-one percent of people strongly agree or just agree they would vote to pass a proposal and 54% would inform family and friends. Seventy-one percent of people would support wind power if it promised to protect the animals and the eco systems of the area. Twenty-one percent of people would support the wind farm if it did not directly affect the appearance of their immediate environment, 18% are neutral and .1% strongly disagreed. Seventy percent of people would support the creation of a wind farm if it created more jobs. DemograpicsThe demographics of the participants of this survey are based on gender, age, education level, average income, political party and place of residency. Forty-one percent of participants are male and 59% percent are female. Sixteen percent are between the ages of 18 and 25, 21% are between the ages of 25 to 30, 33% between the ages of 30 -40, 38% between ages of 40-60, and .1% over the age of 60. Twenty-three percent are high school graduates, 41% have a college degree and 15% have a

graduate degree. Eighteen percent make under $20,000, 18% make between $20,000 and $40,000, 36% make between $50,000 to $80,000, and 0.2 % make over $80,000. Twenty- six percent are democrats, 26% are republicans, and 44% are independent, no other parties were represented. Our surveys helped us determine the beliefs and opinions of our target public and will help us devise the best possible objectives and tactics for our campaign.

Content AnalysisIntroductionFor our content analysis we used the search databases of LexsisNexsis and ProQuest. We used the search terms wind farm, wind energy, and wind power in both databases. Our search results from LexsisNexis were limited to results from Massachusetts and Rhode Island from the last two years on LexsisNexsis. Our original searches for each of the three search terms yielded over three thousand results. We further refined our search to include only results in newswires & press releases, newspapers, and magazines & journals. Our search yielded a combined total of 997 articles of which 193 appeared relevant. Our searches from ProQuest were limited to results from Rhode Island news articles published in the last twelve months that included our search term in the document text. Our search yielded 339 results and of these 86 were relevant. EconomicalOne hundred and sixty-six of the articles found focused on the economical aspects of wind farms. Cost is a prominent and reoccurring issue in both our content analysis and surveys. Many people are against the wind energy initiative because of the high tax increase that it will impose on the citizens of the East Bay Area. A critic of the Rhode Island wind power project says that as the state commits itself to environmentally-friendly energy; it is also commits the population 2 to higher initial energy costs. The location of the potential wind farm is

beneficial because it is centrally located, which allows it the capability of providing energy to the entire East Bay area. Because our client would give energy to multiple communities, production cost would be significantly cut and lower energy costs would result for the effected 3 residents. Gary Plunkett, Tiverton Consortium representative, emphasizes the benefit of the town collaboration with the wind power initiative by stating Building nine [turbines] in one location is a lot cheaper 4 than building nine in nine locations. A major point presented in favor of wind power is the amount of jobs that would be created with the construction of a wind farm. This construction could potentially generate between 35-50 local short-term construction jobs, as well as six permanent full time jobs for every eight wind turbines 5 created. The Chief Operating Officer of Deepwater Wind said that the process of building wind farms will allow citizens to design the project, assemble its components and install them, and, in the longer term, could 6 lead to thousands more jobs manufacturing turbine parts. Wind farms harness free naturally existing wind, instead of burning fuels that release hazardous chemicals and toxins into the atmosphere. Our client would save the environment and help rebuild the economy of Rhode Island, making Rhode Island a front runner in the green energy initiative. EnviormentalEnvironmental concerns were the subject of 76 articles making it the second most prevalent topic found in our research. Wind power is promoted as an energy source that is far superior to the burning of fossil

fuel, generating none of the greenhouse gases that some scientists say contribute to climate change. Environmental issues associated with wind power can be overcome, provided that wind farms are developed with 7 sensitivity to wildlife and habitats. Many people fear for the safety of wildlife in the area. Studies have found wind power turbines in Washington and Oregon alone during in 20098 2010 have killed at least 10,000 birds and bats. Environmentalists know that wind turbines can be damaging to wildlife in regards to both animals 9 and their habitats. Many citizens fear that the turbines will ruin the aesthetic appeal of their community. The large turbine structures may irrepa10 rably harm pristine ocean views and could result in a decline in tourism 11 in the area. Bill Moore, the co-founder of the Atlantic Renewable Energy Corp. said there is no question that the environmental consequences of not building a wind farm are far worse than the very minor consequences of building 12 one. Public Opinion-

Many citizens of Rhode Island have rallied behind the cause and are eager to begin work on the wind farm. John Grady, executive director for the Rhode Island Manufacturers Association stated, we are excited to demonstrate our commitment to sustainability while promoting renewable 15 energy certificates to local manufacturers. Paul, 41, of Warwick said he hopes that renewable energy will present new opportunities. I told my family, Im going to build windmills, said 16 Paul, who is married with three children. Its the future of our industry. Many people are excited about the new directions this project can bring to Rhode Island. Its pretty exciting to see this type of eclectic mix of towns working together to achieve their renewable energy goals, said Keith Stokes, Executive Director of the state Economic Development 17 Corporation. This could bring our state back in a very big way, said Ray Di Pasquale, president of the Community College of Rhode Island and commissioner 18 of higher education. Conclusion-

Thirty-seven articles found did not show factual evidence but purely stated public opinions. This is a win for Rhode Island, said Governor Carcieri in regards to the 13 approval of Deepwater Wind, a new offshore wind farm project. Environmentalists have criticized Carcieris role in the venture of the 14 Deepwater Wind project.

Our content analysis brought us to the conclusion that our biggest issues when shaping our campaign would be economic and environmental. The people of the East Bay are worried about the high cost of the wind turbine produced energy. They fear that they will never see the economical benefits of the wind farm price breaks in their lifetime. We can use this information to later formulate a goal or tactic that convinces them wind power

is good by educating them that the long term benefits of wind power outweigh the initial increase in price. There are also several environmental reasons why people are opposed to wind farms. The target public is worried about the effects of the wind turbines on the ecosystems and animal life of an area. Knowing that this is a main concern of our client we can formulate a message to inform of the measures the wind farm is taking to protect the local environment and wildlife. Lastly, our research showed us some facts about our target publics. The group within our target public that is least likely to vote in favor of the wind farm is the older generation. They will most likely not see the financial benefits of wind power. Therefore we can craft a message tailored specifically to them, playing on the emotional appeal of providing a cleaner environment for their children and younger relatives. We know now that we must inform our publics that evidence shows that the investment in wind power now, despite its initial expensive drawbacks, will result in a great environmental and economic gain that will, in the long run, change Rhode Islands reputation for the better. The information found in our content analysis will help us optimally shape our campaign to best inform and persuade our audience on the benefits of a wind power in Rhode Island.

Publics
Primary Public: Voters of the East Bay Rationale: Voters of the East Bay are our primary public because they are the people that will be most directly impacted by the WindPower initiative. There is much controversy surrounding the possible wind farm due to the high price. Placing wind turbines in Tiverton will raise taxes for those living in the East Bay and our campaign will strive to convince them that the benefits outweigh the negative aspects. We understand that our primary public covers a largely diverse population and will take it into consideration when shaping our messages. We will shape the messages differently within tactics to ensure that all members of the public are being reached. Specific messages such as Vote for your childrens future. Vote yes for WindPower! will be used to target those of the older generation within our large target public. While messages such as Use it, dont let it blow away! will focus on the younger generation because it paints the picture of a better future for them. Therefore we can reach our whole public by varying the messages used throughout our tactics. Secondary Audiences: Environmental groups Rationale: The environmental groups we have chosen included, Rhode Island Wind Alliance, Rhode Island Nature Conversancy, Rhode Island Audubon Society and the East Bay Energy Consortium.

These environmental groups are the most prevalent in Rhode Island and shown concern with clients similar to WindPower. Wind turbines have been a source of conflict for these groups in the past and will directly affect the environment and everything the environmental groups stand for. It is critical to ensure our messages are accurately disseminated to our target audience so they feel good about WindPower and vote in favor of passing the proposed wind farm in Tiverton, RI. Environmental groups are non-profit and therefore are against policies that were/are written and signed into law by both government and big businesses that are harmful to humans and the earth. Environmental groups understand the importance of recycling, carpooling, green 19 consumerism and the giving to better other organizations. Opinion leaders Rationale: Our target audience, opinion leaders, is composed of major figures in the East Bay community including formal opinion leaders such as elected officials and representatives of the East Bay Energy Consortium and informal opinion leaders such as lobbyists, CEOs and business executives. Opinion leaders are interested in a particular issue, knowledgeable, consumers of the mass media, earlyadopters of ideas, and great organizers. This audience has recognition and is charismatic, sincere, typically good looking and has expertise.

10

GoalThe overall goal of our campaign is to have the proposed wind farm in Tiverton, RI pass. The people of the East Bay Area must vote for or opposed to the wind farm initiative on the vote on May 3rd, 2011. We at Creation PR want to inform and convince our publics of the many benefits wind power has for them, in order to persuade them to vote. In order to do so we will create objectives that are informational, attitudinal and behavioral. If successfully carried out, these objectives, combined with our tactics will help achieve our overall goal. We will increase awareness, promote the initiative and an additional increase of voters at the polls. We will carry out the campaign to the best of our ability and allow for the East Bay to become a prominent, sustainable energy community.

ObjectivesInformational Objectives: To inform 3,000 households in the East Bay area of the benefits of wind power by February 1, 2011. To inform 100% of our targeted environmental groups about the wind farm initiative by February 1, 2011. To inform 100% of our opinion leaders about the wind farm initiative by February 1, 2011. Rationale: Many members of our target public are uneducated about the benefits of wind power. Rhode Island has just begun to consider alternative energy sources such as wind energy and our public has limited prior knowledge of what wind power could do for their community. If educated they could make an informed decision when voting at the poles. We hope that by informing opinion leaders and environmental groups they will spread the word and inform others within their organizations and communities. We will accomplish this through use of: Social Media/ Web Content Promotional Materials Letters Radio PSAs Press Releases News Letters

11

Attitudinal Objectives:
Media

To make 5,000 voters feel positively about the prospect of a wind farm in Tiverton, RI by March 1, 2011. To promote positive feelings among our targeted environmental groups by 75% regarding the wind farm initiative by March 1, 2011. To have 75% of opinion leaders agree that the wind farm initiative is important by March 1, 2011.
Social Media

Press Releases
Salient Information

Radio PSAs

Rationale: The placement of wind turbines in the East Bay Area is very controversial due to various economical and environmental reasons. Our overall goal is to get voters of the East Bay Area to vote in favor of a wind farm to be built in the community. In order for this to happen the people of the community must feel positively about the initiative and know that it will benefit their community. We will accomplish this through use of: Events Social Media / Web Content Handouts

Flyers

Letter s

Newsletter s

Promotional Materials

Events

Tote Bags Sticker s Wind Turbine Pencils

Question & Answer Session

Earth Day Family Picnic

12

Promotional Materials

To make 5,000 voters East Bay Population vote in favor of the wind farm in Tiverton at the election. Rationale: Our main goal of our plan is to have the wind power initiative pass the community vote to be built on the Tiverton Industrial Part. Convincing our target publics is a crucial step to achieving this goal. We will accomplish this through use of: Events Social Media/ Web Content Radio PSAs Press Releases Handouts
Events

Media

Tote Bags

Sticker s

Wind Turbine Pencils

Online

Behavioral Objectives: To have 60% of opinion leaders promote the wind farm initiative to East Bay voters before May 1, 2011.

Press Releases

Radio PSAs

Social Media

Faceboo k

Twitter

Question & Answer Session Earth Day Family Picnic
Promotional Materials

Rationale: Opinion leaders are viewed as knowledgeable and depend able by our target public. Having opinion leaders promote the wind farm to their community will be beneficial to our campaign because our target public will find them credible.

Tote Bags

Sticker s

Wind Turbine Pencils

13

Tactics
Press MaterialsOur campaign plans to reach local media outlets through press releases, newsworthy stories and radio PSAs. Press Releases We will pitch press releases to the Sakonnet Times and The Providence Journal because East Bay residences subscribe to or purchase these newspapers the most. Our release would highlight and inform readers of the upcoming vote involving the wind energy initiative. Because this initiative involves a voting matter, it is newsworthy, therefore by default it would run in the local news section. Radio PSAs We will send radio PSAs promoting WindPower to local radio stations throughout Rhode Island. We will request 92.3 ProFM to air our release during the morning and evening rush hours because it is the most listened to radio station in Rhode Island. Ninty percent of Rhode Island residents 21 are employed, therefore are driving to and from work during rush hour. Article The Bay magazine is a free magazine published by Providence Monthly. Over 14,000 copies are distributed to hundreds of businesses and gathering places throughout the East Bay area each month. We will pitch a story about the wind farm initiative and request it be placed in The Buzz section because this is the section that runs local issues.

Why it Will Work The use of these mediums would allow our messages to reach vast audiences within the East Bay area. We chose these specific businesses to run our press materials because they will they will expose our messages beyond our target public. The Sakonnet Times alone circulates 7,019 copies weekly exposing our messages to many more. When executed, we will evaluate the exposure of our message by reviewing the number of times our press materials are run or aired 20 throughout our WindPower campaign. Social MediaWe will use various types of social media and web content to interact with and disseminate our messages to our target public. We will create a Facebook and Twitter. We will use these web tools to inform our target publics of upcoming events, news and photos of the East Bay Wind campaign. This will give us the opportunity to connect with our target public on a personal level. When they are able to interact and share their opinions with others it gives our target public a chance to feel more involved in the campaign. Facebook Facebook will act as our main form of social media. Each of the towns have previously established Facebook pages where we can post our content and direct them to our main page. On our main page we will have links to all of our campaign materials and calendar. We will post forum topics that will facilitate discussion amongst members and East Bay Wind Staff. This will allow us to hear their opinions and clear up any misconceptions they may have. Our Facebook page will also link content to and from

14

our twitter account and webpage. We will continuously tweak our messages released to target the different audiences within our public. Twitter We will utilize twitter to tweet about our upcoming events, recaps of news coverage and photos. Also our tweets will include facts and statistics that will inform our public about the East Bay Wind initiative. Why it Will Work The majority of our target public is considered tech-savvy and uses the Internet as one of their main ways to communicate and obtain information, which is why social media is effective. Web content is accessible 24/7 allowing us to have our messages continuously exposed. Social media is cost efficient and enables widespread distribution of information. We will schedule our Twitter and Facebook statuses through our Hootsuite on the first of each month, to ensure that we disseminate our messages to our target audiences equally. When executed, we will monitor the number of friends, comments and likes on our Facebook page to evaluate the effectiveness of this tactic. To measure the effectiveness of Twitter we will count the number of followers, mentions and retweets. EventsWe will hold events for our target public such as an Earth Day Picnic and Question & Answer sessions to inform and educate. When being informed about a cause, people respond best to hands-on experience and face-toface communication.

Earth Day Family Picnic We will host a family picnic event in Colt State Park on Earth Day (April 22, 2011) 4pm. Hosting the event on Earth Day will be appealing to environmentalists because they advocate the preservation of the communities external surroundings. By gathering the community together for the proposed wind farm cause environmentalists will begin to accept the idea as a social norm. They will then forge a psychological connection to the benefits of a wind farm for their community. Our endorsement at the event will be beneficial for opinion leaders, as it will solidify the credibility of our client through favorable statements said by expert, Jeanne-Marie Napolitano, Mayor of Newport. Consortium representatives will also be there presenting statistics through various speeches at the event. Our family picnic will engage the general population of our public because the event is a fun, feel good way for families to spend time learning about how our client will establish a greener tomorrow. Question & Answer Session We will hold a question & answer session during the bimonthly Monday night Town Council meetings throughout the East Bay area. Regular Town Council meetings are commenced on the second and fourth Monday of each month. This will allow our public to ask any questions that they may have and become more informed on the benefits of WindPower.

15

Why it Will Work Face-to-face communication is transpired best at events. Hence the reason our events will effectively reach our public through audience participation and two-way communication. Attendees at our events will help provide necessary feedback which we would use to help improve our campaign. When executed, to evaluate we will count attendance at each event and the amount of one-on-one communication we exchange with those in attendance. Salient InformationWe will create informational materials to distribute at the events held throughout our campaign to better spread our messages and promote awareness. Stickers We will print circle-shaped stickers with our logo and the phrase Vote Yes for East Bay Wind!. These stickers will be distributed to our public at various events held throughout our campaign. It will serve as a reminder for people to vote in the upcoming election. Wind turbine pencil At our Earth Day Picnic we will hand out pencils shaped like wind turbines to families. These turbine pencils will include our logo and slogan wind power is a breeze.

Letters We will send letters to various environmental organizations in Rhode Island. These letters will include facts and statics that will inform the target audience of East Bay Winds intentions. We will ask for the support of their organization and their members, and invite them to become more involved with the cause. Tote Bags We will distribute tote bags with our logo to organization members and various people who attend events throughout our campaign. These bags will spread the word and reinforce positive opinions among the publics about our initiative. Newsletters Newsletters will be drafted with statistics, surveys and polls, to get the support of opinion leaders such as, elected officials in the East Bay area, and business executives. The letters will inform our audience of our plans and updates about the East Bay Wind Farm. They will then be distributed accordingly to the specific opinion leaders. Our Newsletter will begin with a simple hypothetical story about what our client would do to better future generations. This story will briefly illustrate the situation while grasping our audiences attention. Invitation Invitations will be sent out to the opinion leaders, inviting them and encouraging them to attend our event as well as engage in our campaign. We will send out these personalized invitations as a way to reach out to the specific individuals.

16

Webpage We have created the webpage eastbaywind.com. This web page provides the target public with access to more information about the WindPower project. There will be a Frequently Asked Questions section that will provide answers to general inquiries. The webpage will also include several one click redirecting to places such as the East Bay Energy Consortium website and other relevant links. The website will include a sidebar that has our contact information and links to our social media sites such as Twitter and Facebook. Flyers We will produce flyers and place them on the bulletin boards at several local businesses like, Spring Break Tanning in Bristol, Jackies Galaxy also in Bristol, Federal Hill Pizza in Warren, various Stop n Shop and CVS locations throughout the east bay area. They will have facts and statistics as well as our logo and graphics. Why it Will Work Our salient information will inform our public of our campaign and events while spreading our messages. The use of non-verbal communication and appropriate placement will ensure we effectively reach our publics. Our letters, newsletters and invitations will selective expose specific audiences within our public to guarantee we reach them appropriately. Our other salient information will serve as a constant reminder of the upcoming vote.

When executed, we will create 1,000 stickers, 150 wind turbine pencils, 250 tote bags and 500 flyers. We will keep track of how many of those salient materials were distributed and evaluate the message exposure accordingly.

EvaluationCreationPR will be using various types of evaluation methods to determine the success of our tactics and objectives. Informational Objectives To evaluate our information objectives we will be using measurment of exposure and audience awareness. These methods will allow us to evaluate the number of people who are informed and aware of the wind power initiative. To inform 3,000 households in the East Bay area of the benefits of wind power by February 1, 2011. To inform 100% of our targeted environmental groups about the wind farm initiative by February 1, 2011. To inform 100% of our opinion leaders about the wind farm initiative by February 1, 2011. Measurement of ExposureAdvertising Equivalency: We will evaluate the number of times wind power initiative was mentioned in various press and determine the cost it would have been if it had been paid exposure.

17

Hits on Internet: We will determine the number of visitors on www.EastBayWindPower.com by placing a ticker at the bottom of the page. Audience Attendance: We will count each the attendees of all our events throughout our campaign. Media Impressions: We will determine the number of times our messages and tactics are displayed in the media and from there determine the approximate number of viewers/listeners/subscribers that were exposed to our message from each media and add it together. Measurement of Audience AwarenessSurveys: We will use audience surveys before and after the campaign to determine if our messages were received, gained audience attention, understood and retained. Attitudinal Objectives To evaluate our attitudinal objectives we will use baseline studies to measure attitudes of the public before, during and after the campaign. To make 5,000 voters feel positively about the prospect of a wind farm in Tiverton, RI by March 1, 2011. To promote positive feelings among our targeted environmental groups by 75% regarding the wind farm initiative by March 1, 2011. To have 75% of opinion leaders agree that the wind farm initiative is important by March 1, 2011.

Measurement of AttitudesBaseline Study: We will you a baseline study to measure the attitudes of our public before, during and after our campaign. Measurement of Supplemental ActivitiesCommunication Audit: We will use communication audits to analyze our communication activities such as our social media, webpage, events, informational flyers and promotional materials. Behavioral Objectives To evaluate our behavioral objectives we will use measurement of exposure. In order to achieve our goal we need to increase attendance of those who will vote in favor of WindPower at the polls. To have 60% of opinion leaders promote the wind farm initiative to East Bay voters before May 1, 2011. To make 5,000 voters East Bay Population vote in favor of the wind farm in Tiverton at the election. Measurement of ExposureAudience Attendance: We will count each the attendees of all our events throughout our campaign to determine measurement of exposure. Media Impressions: We will determine the number of times our PSA ran on the local station 92.3 ProFM and from there determine the number of listeners who heard our PSA. Our PSA is a call to action encouraging our public to vote in the upcoming election in favor of WindPower.

Budget
WebpageRadio PSAThe Bay articleFacebook PageTwitterStickers (1000)Wind Turbine Pencils (150)Tote bags (250)Earth Day Family PicnicFood & Catering Supplies (Donated by Leos Ristorante + Warren House of Pizza)- $845.45 Speaker, Jeanne-Marie Napolitano- Free Music (services provided by Tiverton High School Marching Tiger Band)- Free General Office Materials (paper, envelopes, etc.)Printing (flyers, letters, newsletters, etc.)$367.00 $495.75 Free Free Free Free Free $25.00 $84.50 $125.00

18

Campaign Total $1097.25

19

Timeline
September 2010 17th- Group assigned to WindPower project 27th-Survey Design Completed 29th- Distributed surveys October 2010 5th- Complete content analysis 12th- Compile and complete research 18th- Begin Program Planning 25th- Outline campaign goals, objectives and messages November 2010 10th- Finalized target public 18th- Finalize logo and the nme December 2010 6th- Solidify key messages and slogans Campaign planning January 2011 Campaign planning February 2011 Campaign begins March 2011 Campaign continues April 2011 Campaign continues (See Calendar) May 2011 3rd-Election takes place 9th- Begin Evaluation 30th- Compile and Complete evaluation

Calendar

20

Appendix

Press Releases
General Release Earth Day Picnic Release
CreationPR 12 Gooding Ave Bristol, RI 02809 P 401.555.6824 F 401.555.6823 CreationPR@gmail.com www.EastBayWindPower.com

CreationPR 12 Gooding Ave Bristol, RI 02809 P 401.555.6824 F 401.555.6823 CreationPR@gmail.com www.EastBayWindPower.com

FOR IMMEDIATE RELEASE WIND FARM PURPOSED IN TIVERTON, RI: HAVE YOUR WIND AND USE IT TOO Tiverton, RI- The East Bay Energy Consortium along with WindPower, proposed a wind farm to be located in Tiverton, RI and built in spring of 2011. If approved, the farm will affect all towns in the East Bay area. East Bay Energy Consortium represents the towns of Warren, Barrington, East Providence, Portsmouth, Little Compton, Tiverton, Middletown and Newport. The Tiverton Industrial Park is the proposed area for the wind farm, which could potentially have 8-10 wind turbines. Placing wind turbines for several communities at the same site could considerably cut development costs said Gary Plunkett, Tivertons Consortium representative. The formation of this consortium both costs cost and allows for more energy to be harnessed according to Rhode Island state regulation. Individually, each town by law is able to produce 3.5 megawatts of energy, together they are allowed up to 31.5 megawatts. Question and answer sessions will be held at the town hall of each East Bay towns on various dates to elaborate on the initiative. The panel will include each towns consortium representative as well scholars of the local area. For more information about the East Bay Energy Consortium, please visit www.eastbaywindpower.com ###

FOR IMMEDIATE RELEASE EAST BAY ENERGY CONSORTIUM TO HOST PICNIC FOR EAST BAY RESIDENTS TO INCREASE AWARENESS OF PROPOSED WIND FARM. Bristol, RI - To celebrate Earth Day, East Bay residents are invited to join the East Bay Energy Consortium at a family picnic on Friday, April 22, 2011 at 4pm at Colt State Park in Bristol, RI. This event will raise awareness of the WindPower initiative in Tiverton, RI. The event will feature expert speaker Jeanne-Marie Napolitano, Mayor of Newport along with representatives of the East Bay Energy Consortium to answer any questions residents might have about the proposed wind farm. The picnic will feature educational, family and community-oriented activities. There will be food donated by Leos Ristorante of Bristol and the Warren House of Pizza. Members of the Tiverton High School Marching Tiger Band will provide music. We are really happy to be able to bring the community together and get them as excited about wind energy as we are, said East Bay Energy Consortium member Donald Bollin. The April 22nd event will start at 4pm and continue until 7pm. The Family Picnic event will take place at Colt State Park off of Hope Street, in Bristol, Rhode Island. More information can be found under the events tab at www. EastBayWind.com. ###

Press Materials

II

Radio PSAs
Radio PSAs (2)
Title: General Vote for WindPower Writer: Lisa Reddy and Kasey Quinn Length: 15 seconds What should you be doing May 3rd, 2011? Voting YES for wind power. The prospects of this new wind farm will provide the East Bay Community with a cleaner and brighter tomorrow. For more information, visit www.eastbaywindpower.com. This message is brought to you by East Bay WindPower. ###

Title: General Vote for WindPower Writer: Lisa Reddy and Kasey Quinn Length: 30 seconds What should you be doing May 3rd, 2011? Voting YES for WindPower. This is a chance to change the future of the East Bay community. Wind power not only helps the environment but will offer clean renewable power for as many as 7,500 homes in your area. For more information please visit www.eastbaywindwindpower.com and remember by voting yes you are breezing into a more sustainable future. This message is brought to you by East Bay WindPower. ###

III

Facebook

IV

Twitter

Event Flyer

VI

Q & A Schedule

VII

Stickers

VIII

Letter

Sample Opinion Leader Letter

CreationPR 12 Gooding Ave Bristol, RI 02809 P 401.555.6824 F 401.555.6823 CreationPR@gmail.com www.EastBayWindPower.com

To: Jeanne-Marie Napolitano From: Kassadra Ricci- Account Executive East Bay Wind Power Date: February 4th, 2011 RE: Support for Proposed Wind Farm in Tiverton RI Dear Mayor Napolitano: On behalf of East Bay Wind, and the East Bay Energy Consortium, I would like to take the time to inform you about the great strides we are making for the proposed wind farm in Tiverton, RI and all the benefits that it will create. The nine individual turbines that will be built will represent the nine towns in the East Bay. Wind power has been bettering the lives of people around the world. It is a clean way to use energy that does not involve any harmful toxins that are created with fossil fuels and oil wells. Using wind turbines to harvest this wind is an easy way to power homes and businesses in the surrounding area. The success of previous wind turbines built in places like Portsmouth, have given us confidence of the projected success of this wind farm, and confidence in the success of our future. Having your support during this critical time in our initiative will be most beneficial to our efforts. If you have any further questions, please contact me at CreationPR@gmail.com or log onto our website www.eastbaywindpower.com. Thank you for your time, and I look forward to hearing from you. Sincerely,

Kassandra Ricci

IX

Newsletter

Personalized Invitation

Dear Mr. Carvello, Jeanne-Marie Napolitano, Mayor of Newport and board member of the East Bay Energy Consortium will be speaking on behalf of Earth Day and East Bay WindPower. We would like to personally invite you to be our honored guest. Please R.S.V.P. by calling (401) 555-6824 or emailing us at creationpr@gmail.com Thank you, East Bay WindPower

XI

Webpage Layout

XI I

Logo Rationale

We created this logo as a representation of both wind power, and the state of Rhode Island. It is important that the logo not be too complex, as messages will get misinterpreted. By incorporating the state of RI in our logo we are reminding our public that our client will benefit the entire state. The wind turbine in our logo does not merely represent the i in wind but also is represents the area in which the proposed wind farm would go, hence the turbine deliberately positioned on Tiverton.

XIII

Primary Research

XIV

Endnote
1. Wind power. (n.d.). Retrieved from http://environment.nationalgeographic.com/environment/global-warming/wind-power-profile/ 2. Time for decision on wind energy. (2010, January 17). The Providence Journal,F.1. Retrieved December 8, 2010, from Providence Journal Bulletin. (Document ID: 1941610361). 3. The Associated Press, . Tiverton suggest as best site for wind farm. Newport Daily News (2010): Web. 9 Oct 2010 4. Alex Kuffner. (2010, October 17). Towns join in common effort :energy. The Providence Journal,A.1. Retrieved December 8, 2010, from Providence Journal - Bulletin. (Document ID: 2164795281). 5. Emery Jr., C. Eugene. Lynchs criticism of wind farm was selective; Politics. Providence Journal- Bulletin (2010): 10. Web. 9 Oct 2010. 6. Kuffner, Alex. Wind farm project has potential to create jobs. Providence Journal- Bulletin (2009): 11. Web. 7 Oct 2010. 7. Judy Benson. (3 December). New report calls for wind-power projects along the East Coast. McClatchy - Tribune Business News. Re trieved December 4, 2010, from ProQuest Central. (Document ID: 2203718741). 8. Chumley, Cheryl K. Wind turbines killind thousands of birds in northwest. Heartland Institute (2010): Web. 12 Oct 2010. 9. The Associated Press, . Wind farm pros and cons debated. Providence Journal- Bulletin (2003): C-05. Web. 7 Oct 2010. 10. Kuffner, Alex. Block Island divided over wind farm; Energy. Providence Journal- Bulletin (2010): 4. Web. 10 Oct 2010. 11. Norton, Michael P. Wind farm supporters, foes demonstrate at State House. Providence Journal- Bulletin (2004): C-01. Web. 11 Oct 2010. 12. The Associated Press, . Wind farm pros and cons debated. Providence Journal- Bulletin (2003): C-05. Web. 7 Oct 2010. 13. Timothy C Barmann. (2008, October 4). Award may mean more jobs for R.I. The Providence Journal,F.1. Retrieved December 4, 2010, from ProQuest Central. (Document ID: 1567454161). 14. Carcieri criticizes unfavorable report on his offices record :environmental journal. (2010, November 14). The Providence Journal,A.10. Retrieved December 4, 2010, from ProQuest Central. (Document ID: 2188085891). 15. Constellation Energy; Constellation Energy to Supply Renewable Energy Certificates to Rhode Island Manufacturers Association for Annual Gala. (2010, November). Journal of Technology & Science,765. Retrieved December 4, 2010, from ProQuest Central. (Document ID: 2190307071). 16. Alex Kuffner. (2010, November 17). Wind-farm jobs could take years to materialize :Energy. The Providence Journal,A.3. Retrieved December 8, 2010, from Providence Journal - Bulletin. (Document ID: 2190511181). 17. Alex Kuffner. (2010, October 17). Towns join in common effort :energy. The Providence Journal,A.1. Retrieved December 8, 2010, from Providence Journal - Bulletin. (Document ID: 2164795281). 18. Alex Kuffner. (17 November). Slow startup for regional wind-farm jobs. McClatchy - Tribune Business News. Retrieved December 4, 2010, from ProQuest Central. (Document ID: 2190017461). 19. Abernethy, V. (n.d.). How to know an enviormentalist. Retrieved from http://www.springerlink.com/content/b1316n65071375rx/ 20. Mondotimes. (n.d.). Retrieved from http://www.mondotimes.com/1/world/us/39/2225/5464

XV

XVI

Contacts and Titles

Kassandra Ricci Account Executive Kyrie Perry Assistant Account Executive Lisa Reddy Account Coordinator Kasey Quinn Account Coordinator (781) 248-4193 kricci905@g.rwu.edu (207) 333-7695 kperry463@g.rwu.edu (860) 967-5442 lreddy966@g.rwu.edu (508) 254-3452 kquinn605@g.rwu.edu

XVI I

Wind energy is a breeze!