AUDIENCE
This campaign will not have a very specific audience. The campaign is more directed at the general public and the people who are aware of the situation concerning Enbridge’s participation in contributing to polluting British Columbia waters. This audience will include people who are affected by the oil tankers and their effect on the Kitimat Fjord system located on the territory of the Gitga’at First Nation people. This campaign will also be directed at company stakeholders and other clients of Enbridge enterprises. The target audience will be reached through popular news outlets and social media campaigning.
RESEARCH
The topic of renewable energy is a very relevant and important conversation in today’s world where people and corporations are consistently making efforts to reverse the effects of climate change. For years companies have been polluting and contributing to global warming but now there is a consensus that the health of our planet is a priority. (According to a scholarly article from digitalcommons.unl.edu) As Enbridge shifts focus in their operations from oil transportation to production of renewable energy this story will be very relevant and also serve as a blueprint for other companies within the oil and gas industry and hopefully encourage other companies to convert their business by going green. According to Sam Selders, an internet marketing consultant on webfx, social media campaigning is the easiest way to get recognition for your content. (webfx.com) In this era of marketing Enbridge is doing the best it can to keep up with the modern world by switching to renewable energy and also staying up to date in trends by exploring social media marketing options.
SPOKESPEOPLE
The main spokesperson for this campaign will be Al Monaco. Al Monaco is the CEO of the company. He has been with Enbridge since 2001 and is a very valuable member of the company. For this campaign his voice will be important to be heard when it comes to certain audience members like company stakeholders, investors and business clients. It will also be important for his voice to be heard by the First Nations protesters from British Columbia however it will be even more important for his voice to be relayed by the public and amongst the people of British Columbia which is why the social media campaign is crucial to the success of this blog campaign.
CONTENT
The purpose of this campaign is to spread awareness for climate change and more importantly influence other major corporations in the oil and gas industry to make similar decisions regarding their environmental impact. Another huge part of this campaign is to recognize the companies mistakes and reach out to the First Nations people who have been affected by the companies oil tanker operations. It is really important to seek their forgiveness as the company has been taking advantage of their land without offering anything in return. Although this is a campaign that is focused on the company’s future and what its intentions are, it is also a campaign that needs to be recognized as the company being socially responsible for its past mistakes.
CALENDAR
This campaign although it has just recently surfaced it has been in the works for many years. The research team here at Enbridge has been exploring renewable energy. With this fast paced world continuously evolving in technology this option for the company has become more and more possible. Now with the protests and the regret of some of the company’s past mistakes, it seems like the perfect time to execute this plan of converting the entire company from oil transportation to renewable energy. This is a great opportunity for the company considering recent events in the world regarding climate change and the praising of companies going green. After the initial release of the blog and the launch of our own social media posts, this will spark a snowball effect of more and more news outlet coverage from all sorts of channels of media.
CONCLUSION
This campaign will overall provide a foundation and blueprint for other companies to think about their carbon footprint and how they are negatively affecting their environment. Hopefully it will push them in the right direction moving forward. It will also offer an apology to the British Columbia locals who disapproved of the company’s original operations that had negative effects on the local ocean habitat.