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I am a natural

Advertising & Public RelationsCampaigns Spring 2013

NATURALSOLUTIONS

An advertising/public relations campaign presented by:

Account ExecutiveLauren Foley

Research Department HeadTalor Burns

Research DepartmentTaylor EckertAnna Sisavad

Advertising Department HeadVictoria England

Advertising DepartmentCorey DuBoseLauren NelsonD’Aris Sowell

Public Relations Department HeadKaela Dalecke

Public Relations DepartmentTyler Burke

Lillie VonCannon

Event Planning/Finance Department HeadBrittany Moyers

Event Planning/Finance DepartmentLauren O’Conner

Claire SellersLance Wagner

Presentations Department HeadKachina Killburn

Presentations DepartmentMaggie Henris

Denise MacPherson.

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We would like to take this opportunity to thank those who made the “I am a Natural” campaign possible.

• Middle Tennessee State University

• Middle Tennessee State University School of Journalism

• Dr. Tricia Farwell

• Amy Macy, Cole Isenbarger and Match Records

• Tyler Evanston Moore

• Ryan Kenney

• Daniel Harry of Copper into Steel

• Jennie Rhinehart

• Lynn England

• Textbook Brokers

• Tusculum Ace Hardware

• Rooster’s

• Maple Street Grill

• Positiffitea

• Little Shop of Records

• Gold’s Gym

• TGI Friday’s

• Cheddar’s

• The Boulevard Bar and Grill

Special thanks to Jon Suzukawa from Edventure Partners and America’s Natural Gas Alliance.

Amy Macy, Cole Isenbarger and Match Records

Daniel Harry of Copper into Steel

Tusculum Ace Hardware

Dr. Tricia Farwell

Amy Macy, Cole Isenbarger and Match Records

Tyler Evanston Moore

Ryan Kenney

Daniel Harry of Copper into Steel

Jennie Rhinehart

Lynn England

Textbook Brokers

Tusculum Ace Hardware

Rooster’s

NATURALMaple Street GrillNATURALMaple Street Grill

PositiffiteaNATURALPositiffitea

SOLUTIONSLittle Shop of RecordsSOLUTIONSLittle Shop of Records

Gold’s Gym SOLUTIONSGold’s Gym

TABLE OF CONTENTSExecutive Summary.................................................................................7

Situation Analysis ......................................................... 9Company Analysis........................................................ 9SWOT Analysis ...........................................................11PEST Analysis............................................................ 16Consumer Analysis..................................................... 21Market Analysis .......................................................... 22Product Analysis......................................................... 25Competition Analysis .................................................. 28

Target Market Profile .............................................................................30Campaign Objectives ............................................................................35

Marketing.................................................................... 35Communication .......................................................... 35Advertising.................................................................. 35

Marketing Communication Strategy ......................................................36Advertising and Media Strategy ................................. 36Public Relations.......................................................... 41Event Marketing ......................................................... 49

Communication Assessment Measures ................................................54Budget ...................................................................................................59

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EXECUTIVE SUMMARYDear Robert Sumner,

We would like to thank you for the opportunity to create a campaign funded by

America’s Natural Gas Alliance. Natural Solutions worked to create a compelling and

educational campaign targeting the campus of Middle Tennessee State University that

we are truly passionate about.

The central idea of the campaign is to raise awareness of natural gas to Gen Y

college age males and females as a clean, abundant and domestic fuel source that is

creating jobs in the United States.

In order to accomplish this goal, we selected “I am a Natural” as the central

message for the campaign. With this, we were able to use language that is familiar

to students at Middle Tennessee State University because of the university’s “True

Blue Pledge” which begins, “I am True Blue.” All freshmen are required to take this

pledge during orientation and it is prominently displayed throughout campus. Due to

the presence of the “I am True Blue” campaign, we were able to infuse our campaign

theme, containing such phrases as “I am a Natural Student” or “I am a Natural Driver,”

throughout campus with ease.

Each of the four print advertisements, as well as the video, carry this theme

throughout. We also incorporated the idea into our event and event promotion. Our

event, the “Naturally Bright Music Festival,” featured bands which performed in

acoustic style to avoid displacing the main focus of the event, and to showcase their

natural talent. Promotion for this event reinforced the natural theme through yard signs,

banners, and information shared though the Natural Solutions pages on various social

media outlets.

Our budget for this campaign was set at a total of $3,000, which was dispursed

to our agency departments. We received $1,511.53 in total donations throughout the

course of the campaign from various sources.

We would like to thank you once more for the experience we have had; This

has been an unmatched educational opportunity. Each member of Natural Solutions

gained new insight to natural gas over the course of this semester. Furthermore, we

appreciated the chance to learn as individuals and as Natural Solutions.

Sincerely,

Lauren Foley

Account Executive

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Company Analysis

SITUATION ANALYSIS

Since America’s Natural Gas Alliance’s (ANGA) founding in 2009 in Washington,

D.C., the organization is dedicated to educating the public, advocating and improving

the political and product positioning of natural gas (Snyder). After three and a half

successful years, former President and CEO of ANGA, Regina Hooper resigned

(“America’s Natural Gas Alliance: CEO Announces Departure from America’s Natural

Gas Alliance to Return to Litigation Communications Practice”). Currently, ANGA is led

by Chairman and CEO G. Steven Farris of the Apache Corporation. Regina Hooper,

G. Steven Farris, all other board members, vice presidents and staff are committed to

both increasing the appreciation and awareness of the greater uses of natural gas and

all of its benefits. These benefits include, but are not limited to:

• An abundance of domestic fuel.

• A cleaner energy source.

• Job creation.

• A more affordable energy source (“Our Leadership”).

Through ANGA, 27 of the largest independent exploration and production

companies of natural gas in the United States and the leading developers of shale

The following is an analysis of America’s Natural Gas Alliance, which includes the

goals of ANGA and the benefits of natural gas.

play have come together to share the uses and benefits of natural gas to audiences

from non-governmental organizations, electric power utilities, federal and state

policy makers, individual consumers and communities (“Workforce Development in

the Natural Gas Industry”). The combined natural gas production of ANGA member

companies represents about 40 percent of the total annual U.S. natural gas supply

(Farrell).

ANGA’s goal is to promote the benefits of using an energy source that is clean,

domestic and abundant. Natural gas benefits also include stimulating the economy

through job creation, improving the air quality and enhancing the state of America’s

energy security as America makes choices concerning the future of clean energy

(“Why Natural Gas?”). In 2012, ANGA was recognized for its success in developing the

profile of natural gas in an issue of CEO Update (“Exciting News About ANGA”).

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SWOT Analysis

Strengths:• Abundant source of energy.• Domestic which allows the U.S to

be energy independent.• Has many different uses.• Less expensive than gasoline.• Creates jobs.• Environmentally clean• NGVs produce fewer emissions

than gasoline powered vehicles

Weaknesses:• The production of natural gas may

contribute to water contamination and air pollution

• Greenhouse gases• Not many NGVs or CNG fueling

stations available to the public

Opportunties:• Education within the middle

Tennessee community of natural gas and its benefits

• Expansion of Natural Gas Vehicles• Job opportunities

Threats:• Anti-natural gas lobbyists &

organizations trying to restrict the production of natural gas

• Negative opinions from negative media attention

• Dependence on other forms of energy, making major switch to natural gas difficult

The following is an analysis of the strengths, weaknesses, opportunities and

threats of natural gas.

S be energy independent.S be energy independent.Has many different uses.SHas many different uses.Less expensive than gasoline.SLess expensive than gasoline.Creates jobs.SCreates jobs.

OO Tennessee community of naturalO Tennessee community of natural Tennessee community of naturalO Tennessee community of natural gas and its benefitsO gas and its benefits

Expansion of Natural Gas VehiclesOExpansion of Natural Gas VehiclesJob opportunitiesOJob opportunities TT organizations trying to restrict theT organizations trying to restrict the organizations trying to restrict theT organizations trying to restrict the

production of natural gasT production of natural gasNegative opinions from negativeTNegative opinions from negative

media attentionT media attention

WW and air pollutionW and air pollution and air pollutionW and air pollutionGreenhouse gasesWGreenhouse gasesGreenhouse gasesWGreenhouse gasesNot many NGVs or CNG fuelingWNot many NGVs or CNG fuelingNot many NGVs or CNG fuelingWNot many NGVs or CNG fueling

stations available to the publicW stations available to the public stations available to the publicW stations available to the public

Strengths Natural gas is an abundant source of energy. It is estimated that the United

States has about 2,453 cubic feet of natural gas making it the largest producer of

natural gas in the world (“Abundant”). Because of this large supply, 87% of natural

gas use in the United States comes from a domestic source (“Natural Gas - CNG &

LNG”). In addition to being abundant and domestic, natural gas is one of the cheapest

fuels being used today and about a quarter of the nation’s electricity is generated

by natural gas (“Clean & Efficient”). It is a versatile fuel that can be used for not only

heating homes and cooking, but also fuel vehicles and is a valuable raw material in

many manufactured goods (“How It’s Used”). Very few byproducts are emitted into the

air as pollutants, making natural gas the cleanest burning fossil fuel (“The Advantage

of Natural Gas”) with up to 90% less smog-producing pollutants and up to 40% less

greenhouse gases (“Natural Gas - CNG & LNG”).

With over five million worldwide, NGVs are a powerful competition to traditional

gasoline powered vehicles. In addition to producing less emissions, NGVs can be

fueled with CNG (compressed natural gas) for up to 30% less than gasoline powered

vehicles. Not only are they cheaper to fill up, maintenance costs remain lower and

CNG tanks are sturdier and safer than gasoline tanks. If an accident were to occur,

natural gas evaporates into the air rather than spilling onto the ground and risking

potential water contamination (“Natural Gas in the Transportation Sector”).

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Natural gas is an important industry that boosts the economy through its creation

of jobs. Natural gas production alone will create an additional 1.4 million jobs here

in the United States by 2035 (“Jobs”). This energy source, which is characteristically

abundant, domestic, clean and economically stimulating makes natural gas to be a

strong competitor over traditional sources of energy.

WeaknessesThe production of natural gas raises environmental concerns. The process used

to extract natural gas from the environment is called hydraulic fracturing. In order to

release natural gas from underground; rock, sand, water and chemicals are pumped

below the earth through a steel pipe (What is Hydraulic Fracturing?). This poses a

threat in the event of a well malfunction in which chemicals used in the process, many

of which are unknown to the public, could potentially contaminate soil, surface water

or underground aquifers that provide drinking water. Air pollution may result from the

waste produced in the fracking process, which raises another environmental concern

as hazardous air pollutants can be released (Hydraulic Fracturing 101). In addition,

methane, which is the main component of natural gas and also a greenhouse gas,

can be released into the atmosphere during the recovery process, making a bigger

greenhouse gas footprint than other fossil fuels (“Forum: Just How Safe is “Fracking” of

Natural Gas?”).

Another hindrance to the widespread adoption of natural gas is the limited

availability of Natural Gas Vehicles (NGVs) to consumers. Less than 0.1% of the

nation’s vehicles are fueled by natural gas because of the limited availability of NGVs

(CNGnow). Another contribution to the low use of NGVs is the limited availability

of natural gas fueling stations available to the public when compared with gasoline

(“Natural Gas - CNG & LNG”).

OpportunitiesNatural gas production and use presents an opportunity for economic growth and

stimulation. Natural gas provides job opportunities in all 50 states and is not limited

to jobs in production. Natural gas can support all industries because of the affordable

power it provides (“Jobs”).

NGVs provide an opportunity for automobile companies to expand their product

lines to include these environmentally friendly and fuel efficient vehicles to consumers,

fleets and public transportation (ANGA). The increased production and purchases of

NGVs will allow natural gas to be a more attractive fuel source for transportation given

its increased accessibility and desirable characteristics such as lower cost and less

emissions.

There is opportunity to further inform and engage communities and stakeholders

of the economic, environmental and national security benefits of using natural gas so

they can make natural gas their preferred source of energy.

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ThreatsThreats to the natural gas industry as a whole are numerous. Many organizations

exist to stop or severely limit drilling companies from using the process of hydraulic

fracturing to recover natural gas from the shale rock deposits under North America

(Newcomb). A few such organizations that are currently trying to accomplish this goal

are the Natural Resource Defense Council, the Environmental Defense Fund and other

more locally bound organizations like New Yorkers Against Fracking. Other threats

to the industry include a dependence on foreign oil and coal. However, the Obama

administration has made it clear that no more power plants will be built to burn coal,

making natural gas a more viable solution for the future (Newcomb).

Negative media attention from organizations like those listed above (Natural

Resource Defense Council, New Yorkers Against Fracking, etc.) regarding the

natural gas industry is also a major threat. Media can also be an ally to the natural

gas industry; however, documentaries and films like “Gasland” have helped give

consumers a negative opinion of natural gas.

ConclusionThe outlook for the natural gas industry is positive. The strengths of natural

gas including job creation, cheaper energy, energy independence and a cleaner

environment vastly outweigh its weaknesses. Weaknesses associated with the

development of natural gas can be limited through safety precautions and following

proper regulations during hydraulic fracturing. Though there are threats to the major

adoption of natural gas, they may be combated through appropriate education of the

community through initiatives such as Natural Solutions event and ad campaign.

PEST Analysis

Political: • President Obama supports natural

gas development• Safe Drinking Water Act• Tennessee hydraulic fracturing

regulations

Economic:• Currently provides over 8,500 jobs• Expected job and revenue

increases• Reduced consumer costs• Dependency on foreign oil

Social:• Lobbyist organizations• Environmentalists• Anti-natural gas organizations• Gasland

Technological:• Smaller surface impact• Fewer wells, more clean energy• Less waste• Fewer air emissions• Development in exploration and

production sector

The following is an analysis of the political, economic, social and technological

factors influencing the development of natural gas.

PSafe Drinking Water ActPSafe Drinking Water ActTennessee hydraulic fracturing PTennessee hydraulic fracturing

regulationsP regulations

TTTTFewer air emissionsTFewer air emissionsFewer air emissionsTFewer air emissionsTTDevelopment in exploration andTDevelopment in exploration andDevelopment in exploration andTDevelopment in exploration and

EEEEEEReduced consumer costsEReduced consumer costsReduced consumer costsEReduced consumer costsDependency on foreign oilEDependency on foreign oilDependency on foreign oilEDependency on foreign oil

SAnti-natural gas organizationsSAnti-natural gas organizationsGaslandSGasland

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PoliticalIn his State of the Union, President Obama announced his support for

development of natural gas as a viable energy source. He stated the increase in jobs,

by 600,000 at the end of the decade, and large supply that will last for nearly 100

years, as the two reasons why America will focus on natural gas development and

production safely and efficiently (Neela).

Safe and efficient production of Natural Gas will involve increased regulation

from previous years. The Safe Drinking Water Act was created in 1974 to

monitor and regulate what chemicals could be “injected underground.” Currently,

hydraulic fracturing is one of the few industries that is not regulated by this act.

Democrats in congress are looking to regulate this process after learning of the

potential environmental concerns including water contamination by the fracking

process. Regulation would involve the full disclosure of all chemicals being used in

the fracturing process which in turn could lead to a small increase in production costs

(“Natural Gas Politics”).

In Tennessee, state regulators have been working with environmental groups

to create new hydraulic fracturing rules to coincide with the potential increase in

development of natural gas within the state. It is estimated that about two-thirds of

Tennessee will be targeted for the development of natural gas. The rules will be

similar to the federal government fracking proposal, created for the Bureau of Land

Management property (Gang).

EconomicNatural Gas stimulates the economy through its aid in job creation. In a 2012

analysis by IHS Global Insight, unconventional natural gas production benefits

Tennessee by providing over 8,500 jobs, these numbers are projected to increase over

two-fold by 2035 to 21,000 jobs (Bonakdarpour). In addition, the current $537 million in

total labor income is expected to increase to $1.3 billion by 2035.

NGVs are economically beneficial to consumers. It is estimated that driving an

NGV will reduce the cost to the consumer by 20 to 30% in comparison to a traditionally

petroleum-fueled vehicle. Reducing fuel costs for consumers increases expendable

income in turn allowing for economic stimulation.

By utilizing natural gas, North America will reduce its dependency on foreign oil.

Currently, 45% of all crude oil used in North America is imported from OPEC countries

(“Natural Gas and the Economy”). Switching to natural gas, a domestic fuel source, will

allow money to remain within the economy of the United States.

SocialPublic opinion on the production and expansion of natural gas is extremely

varied. Many organizations exist to prevent the expansion of natural gas production

such as the Sierra Club, Environmental Defense Fund and the Natural Resources

Defense Council. These organizations believe natural gas production should be

banned entirely (Etine). Pro-natural gas opinions are found but few pro-natural gas

organizations exist outside of lobbyist organizations such as ANGA. Environmentalists,

energy attorneys and directors fall on both sides of the spectrum on the natural gas

debate. Some believe natural gas production presents environmental benefits such as

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fewer emissions, especially when compared to existing energy sources, while others

remain concerned about the air and water contamination associated with hydraulic

fracturing (“Forum: Just How Safe is “Fracking” of Natural Gas?”).

The public has been presented, for the most part, with a one sided argument

against natural gas because anti-natural gas organizations have spent more money in

the media when compared to energy companies (Etine). Due to these circumstances,

the public maintains a slightly negative opinion towards natural gas or simply does not

have enough information to form an educated opinion on the matter at this time.

The release of the film Gasland has created a negative and inaccurate opinion

of natural gas production for those that have watched the film and believe it to be

true. Gasland portrays natural gas production in an extremely negative light, accusing

hydraulic fracturing of enabling residents near well sites to light their water on fire

(“Gasland: A Film by Josh Fox.”). This film brings an emotional appeal to the debate

on natural gas production, which can sway viewers’ opinions against natural gas.

TechnologicalIn order to produce clean energy today, only half as many wells are needed when

compared to the number needed 20 years ago. Well sites today are only 30% of the

size they were in the past. Due to technological developments in hydraulic fracturing

along with horizontal drilling, a traditional well site today can cover over sixty times

more underground area and produce 30% less waste. With these technologically

advanced wells, fewer air emissions and less energy is consumed for per unit of

natural gas produced (ANGA).

Technological developments in the exploration and production sector contribute

to the environmentally friendly production of natural gas. Three and four dimensional

Seismic Imaging allows for more efficient identification of natural gas deposits reducing

time and the environmental impact of drilling in incorrect locations. Coiled tubing has

replaced jointed pipes in the wells to allow for smaller drilling holes, reduced time and

less environmental impact (“Natural Gas and Technology”).

ConclusionThe political and economical environment for natural gas is very strong. Our

nation’s President is in full support of its safe, precautionary development and the

job creation it will provide. Socially, the public needs additional information to form

an educated opinion on natural gas production. The media must present positive

information rather than mostly the opposition of natural gas. Continuing technological

advances in hydraulic fracturing are increasing the environmental safety of natural gas

extraction, allowing for more positive opinions and support of its production.

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Consumer AnalysisConsumers of natural gas include those in the residential, commercial,

transportation and industrial sectors. Industry is the largest consumer of natural gas

with about 43% of the market share. Industries that use natural gas are primarily in the

metals, chemicals, paper, food processing, glass, stone and clay businesses (“Uses in

Industry”).

Residential users of natural gas account for 23% of all natural gas used

(“Residential Uses”). Residential natural gas users in Tennessee total around

1,089,009, which accounts for only 1.4% of the market share in the United States

(“Number of Natural Gas Consumers”). The most popular residential uses of natural

gas include heating and cooking, followed by electricity. An increase in the population

moving to Southern and Western states means an increase for cooling needs for

warmer temperatures. While typically natural gas is used more for heating, increases in

natural gas cooling technology can create an increase in demand as a result of natural

gas in these states (“Natural Gas Demand”).

Commercial uses of natural gas, including heating, cooling, power and cooking

sources of office buildings, schools, private enterprises and the food service industry,

total around 39% of natural gas consumption (“Commercial Uses”). The transportation

sector utilizing natural gas holds 3% of the total demand for natural gas as it is in its

beginning stages (“Natural Gas Demand”).

The following is an analysis of the current market for natural gas. It includes an

industry outlook, a description of the market, current trends, channels of distribution

and the characteristics of the target audience.

Market Growth Natural gas consumption in the United States has stayed consistent with

consumers over the past few years and is expected to remain fairly stable (Appendix

B, Table 1). The use of natural gas in residential and commercial heating is expected

to increase in 2013 due to the normal weather temperatures compared to 2012.

Geographically, natural gas is becoming more popular in the Southeast but is growing

in other major cities as well. The U.S. Energy Information Administration expects that

natural gas consumption will average 69.7 billion cubic feet per day in 2013 and 69.4 in

2014 (“Short-Term Energy Outlook”).

Currently, the United States is the world’s largest producer of natural gas.

Prices and growth rates of natural gas are determined by the state of the economy

and the recovery rates of shale. Shale gas accounted for 23% of total U.S. natural

gas production in 2010. It is estimated to rise to 49% by 2035. In 2010, the U.S.

imported 11% of its total natural gas supply. However, consumption is growing faster

than production. Increased production in the United States means less importing from

Canada and more exporting to Mexico (“Annual Energy Outlook 2012”). This increase

will create jobs in the United States and also lessen our dependence on imported

natural gas and oil.

Market Analysis

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The national market for natural gas is steadily increasing, adding billions in value

to the economy and creating over two million jobs. Natural gas is currently responsible

for 23.9% of electricity consumed in the United States (“Why Natural Gas?”). There

are over 1,000 fueling stations nationwide for natural gas vehicles (NGVs) to use (What

You Need to Know About Fueling NGVs).

Tennessee is a non-producing state for natural gas; however, it still has a great

impact. In 2010, 8,519 total jobs were provided, with that number estimated to increase

to 21,487 by 2035. Seven compressed natural gas stations are located in the state and

2.8% of electricity comes from natural gas in Tennessee (“Tennessee”). Tennessee

has three public NGV fueling station, but several private companies and public utilities

have NGV fleet vehicles that they fuel at their own NGV fueling stations (Compare TN

Compressed Natural Gas Fueling Stations).

Distribution ChannelsNational

Natural gas pipelines operate in and across all 48 continental states, creating

305,000 miles of transmission. Intrastate pipelines only operate within state boundaries

while interstate pipelines transport natural gas across state lines (“About U.S. Natural

Gas Pipelines”).

LocalThe Tennessee Gas Pipeline Company is one of the largest natural gas

transporters in the Southeast region, which is comprised of Alabama, Florida, Georgia,

Kentucky, Mississippi, North Carolina, South Carolina and Tennessee. The East

Tennessee Natural Gas Company and Tengasco Pipeline Company are other major

pipelines in use in Tennessee (“Natural Gas”).

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Product AnalysisNatural gas, as a product, can be viewed from two different conditions: as a

chemical product and as a household/everyday product. Natural gas is used in both

residential and commercial settings (“Uses In Industry”).

In its purest form, natural gas is an odorless, shapeless and colorless

hydrocarbon. Essentially, natural gas is methane (CH4-1 Carbon atom and 4 Hydrogen

atoms and is referred to as CH4) when it is used for an energy resource. Natural

gas is considered “wet” when other hydrocarbons like Carbon Dioxide and Nitrogen

are present and considered “dry” when it is almost pure methane. Natural gas is

combustible and, when burned, can give off a great deal of energy (“Background.”).

For this reason, it can be used as an energy resource. What makes natural gas a good

energy resource is that it burns cleaner than other combustible energy resources,

emitting lower levels of potentially harmful byproducts of its combustion into the air, like

greenhouse gases (“Natural Gas and the Environment”).

Recovering Process of Natural GasRecovering natural gas from the earth poses its own difficulties, but methods

have been perfected, and ANGA affiliates are drilling in multiple North American

gas fields today. Natural gas can be extracted through either vertical or horizontal

drilling. Currently, natural gas is being extracted safely and responsibly in 32 states

(“Workforce Development in the Natural Gas Industry”). Chesapeake Energy

Corporation, an ANGA affiliate, specializes in horizontal drilling, a hydraulic fracturing

method to remove natural gas from shale or deep rock formations (“The Basics of

Natural Gas”). The horizontal drilling method requires a drill to operate for anywhere

from 21 to 28 days. Once the well-drilling process is complete, the well will have seven

layers of protection to prevent natural gas from leaking and contaminating water

supplies or causing other harmful environmental events. Horizontal drilling is used to

optimally retrieve natural gas from a gas field. One horizontal well can have multiple

horizontal planes to reach the natural gas, as opposed to having multiple vertical

well pad sites (up to 32) to reach the same amount of recoverable gas (“Chesapeake

Energy Shale Gas and Horizontal Drilling”). Today’s average well site is about 30

percent of the size of the counterpart from 1970 and can access 60 times more below

ground area because of horizontal drilling. (“Hydraulic Fracturing 101”).

Uses of natural gasAs a consumer product, natural gas has several uses. Most commonly, natural

gas is used for home heating and cooking. Although, its uses go beyond home uses.

Natural gas is available as a motor vehicle fuel in natural gas vehicles (NGVs),

with models available from Honda, Chevy, Ram, Ford and General Motors. Other

lesser-known uses for natural gas include fuel for generators and air conditioning

units, cruises ships (“LNG-powered M/S Viking Grace”) and the possibility of aircrafts

under natural gas power could become reality in the near future, according to Boeing

(Webster). Natural gas produces helium as a by-product, which is used in the medical

industry for MRI scans and happens to be in short supply (Newcomb). Using natural

gas can also help slow the declining state of coral reefs, which are in winter distress as

a result of pollutants from burning other fossil fuels (Newcomb).

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BenefitsofNaturalGasThe benefits of natural gas are numerous and include a less-evasive drilling

strategy. Some other benefits include a higher energy density than other energy

sources, which essentially means more energy output per unit consumed, a large

relatively sustainable amount available domestically and in Canada (“Abundant”) and

fewer emissions, like greenhouse gasses, are released from the burning of natural gas

than other energy resources (Harris). Not only does natural gas provide America with

clean, abundant, and reliable energy, it also creates more economic growth and local

jobs.

Natural Gas and TennesseeNatural gas is widely available for home heating and cooking, but it is less

available in some markets for NGV fuel consumption. Tennessee has 2 public fueling

stations, one in Nashville and one in Wartbur, but several private fueling stations

(“TN Compressed Natural Gas Fuel Stations”). This makes NGVs a more viable

option there--although they are still relatively viable here. In 2012, the University of

Tennessee, Knoxville TN wanted to research the hydraulic fracturing business for a

project, which UT said, “will help the state” (Hall).

Competition AnalysisNatural gas’s industrial competitors include coal, nuclear, oil, solar and wind

and all industries within those categories concerned with the recovery, transportation,

sale and use of their respective products. Often, the natural gas industry works in

conjunction with other industries--like some companies both mine coal and drill for

natural gas, such as CONSOL Energy (“Consol Energy”), the largest coal mining

company on NASDAQ (“Energy Companies”). Oil, an industry led by Chevron and

Exxon in America (“Energy Companies”), is natural gas’s main competitor in the

automotive fuel market, with less than 1% of cars on the road being fueled by natural

gas. However, the power industry is beginning to play a role in that competition as well

with the rapidly growing popularity of electric and hybrid vehicles.

In Murfreesboro, natural gas’s direct competition is the Murfreesboro Electric

Department (MED). Businesses and residents receive their power from MED, which

draws its power supply from TVA, the Tennessee Valley Authority (“About Murfreesboro

Electric Department”). The TVA mainly derives its power from 11 coal-fired plants,

but also utilizes hydroelectricity, solar, wind and nuclear in various parts of the state

(“Fossil Fuel Power”). The TVA also utilizes methane gas, but only in Memphis, TN

(“Methane Gas Energy”). Natural gas in Murfreesboro is provided by Atmos Energy,

headquartered in Dallas, Texas (“Residents-City of Murfreesboro”). Atmos provides its

services through a network of authorized dealers in the Murfreesboro area that sell and

install appliances and provide natural gas services (“Atmos Energy”).

Within the natural gas industry, there are several lobbying firms, all with

the same or similar goals for natural gas’s future. A few of those firms include the

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Independent Petroleum Association of America, the Interstate Natural Gas Association

of America, and the Natural Gas Supply Association. These organizations’ main

competition is coal lobbying firms, such as the National Mining Association. These

types of groups tend to focus on the long-term effects on the economy and workforce

of using natural gas as opposed to coal, which has been the standard of energy

production for the last century in America (Snyder).

TARGET MARKET PROFILEOur target market has been identified as being Generation Y (Gen Y) in the

Murfreesboro, Tennessee area. In particular, we will be targeting Gen Y on the Middle

Tennessee State University campus. The age group including college freshmen is

the youngest portion of Gen Y, by targeting the majority of MTSU students and the

MTSU community, we will also be reaching Gen Y. Below is a look at who makes up

Generation Y, the MTSU community target, and how it compares to Gen Y nationally.

Target Audience:

• Gen Y

• MTSU Students/Faculty/Staff

The target audience is defined as Generation Y. This generation is comprised of

individuals born in the 1980s and 1990s, making the age range reach from teens to

adults in their early thirties (“What is Gen Y?”). Altogether, Gen Y numbers around 80

million, making up about 27% of the population (Deloitte, 1). Estimates state that Gen

Y will comprise around 40% of the workforce by 2020, more than any other generation,

and their attitudes are significantly different from their older counterparts in Generation

X and the Baby Boomer generation (Kwoh). In fact, Gen Y-ers are more likely to focus

on living a lifestyle from their careers as opposed to having a career based on salary

(Kwoh). Frequent job change is forecasted to be a marker for Gen Y, probably as a

result of the lifestyle-career choice. This generation is also characterized by being less

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religious and more liberal than their predecessors, more open to change, and quickly

becoming most educated generation ever (Taylor).

Socially, Gen Y is more involved with technological devices than any preceding

generation. They are more likely to have phones beside their beds at night, view ads

on tablets and have profiles on social networks. Many have “boomeranged” back to

their parents’ homes in the less-than-desirable economy (Taylor).

Gen Y-ers are also more inclined to buy from and support organizations that

are ethically, environmentally and socially responsible, but they also admit to needing

guidance as to which organizations are truly in-line with the social and environmental

prerequisites (Moses). This generation responds best to organizations that take action

after environmental disasters, have sustainable products and packaging and try to

reduce waste (Moses). Those belonging to Gen Y tend to have a preference for hybrid

vehicles over other, traditionally fueled vehicles (Deloitte, 3). This could be explained

by their overall environmental and social consciousness.

Demographically, Gen Y is more ethically diverse than previous generations:

• 61% White

• 19% Hispanic

• 14% Black

• 5% Asian (Taylor, 1)

On MTSU’s campus, those numbers vary:

• 69% White

• 19% Black

• 12% Other (MTSU Office of Institutional Effectiveness)

For the purpose of our campaign, we will be narrowing this age range down to

primarily college-aged youth (18-27) at Middle Tennessee State University (MTSU).

MTSU has approximately 24,000 students enrolled for the spring 2013 semester,

who mostly fall within our target range. Around 8% of students participate in online

and distance education courses and may not be on campus as often as a traditional

student to see any outdoor advertising Natural Solutions will place on campus. The

average age of a senior is 27, making the MTSU population a little older than what

might be expected of a traditional four-year university campus, with the majority of

seniors being 22 years old. The MTSU 2012 Factbook shows 54% of the campus

population as being female, 29% minorities (Black/African-American, Hispanic, Asian

or Other), and almost one-third (30%) as only being part-time students. This makes

MTSU a slightly non-traditional campus, with a large amount of adult learners and

non-traditional students (MTSU Office of Institutional Effectiveness).

One way of finding demographic information about a specific area is to use

the PRIZM database, provided by the Neilsen Company. This service separates the

country by postal code and provides a demographic layout for each section. Middle

Tennessee State University’s campus has its own postal zip code, 37132, and is

ranked by PRIZM to have common segments of Boomtown Singles, Brite Lites-Li’l City,

City Startups, Hometown Retired, Second City Elite and Upward Bound. Some of these

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segments apply to the very upscale neighborhoods attached to the MTSU campus, but

others apply directly to those students who are living on campus. Quick facts about

this section of Murfreesboro, according to PRIZM are:

Population: 3,173

Median Age: 20.3 (PRIZM)

These figures are important to understanding the community of MTSU. It is a

densely populated area with a lot of people commuting to MTSU. As this shows, only

3,173 people live in this campus zip code and not even all of them are students. The

other 21,000 students must commute to campus. The median age falls within that of

Gen Y and what might be thought of as a the typical college student age range.

Here is a more detailed look at some of the segments of the MTSU campus:

Boomtown Singles: A lower-middle aged segment without children, these people are

common in fast growing satellite cities like Murfreesboro. Nationally, this segment

tends to be ethnically diverse college graduates (PRIZM).

Brite Lites-Li’l City: This segment doesn’t particularly apply to current MTSU students,

but they could very well be alumni. They are typically middle-aged and have a dual

income of over $50,000 and no children (PRIZM).

City Startups: Mostly in college, multiethnic and low income are factors that define this

segment. This applies to the students living on or next to campus (PRIZM).

Other than using PRIZM information, using a demographic market area, or

DMA, is extremely useful. The Nashville DMA is the largest in Tennessee, area-wise,

covering 49 counties in Tennessee and Kentucky. Murfreesboro is located toward the

geographic center of this DMA, in Rutherford County, directly southeast of Nashville

(“Tennessee”). Within the Nashville DMA, almost 660,000 are under that age of 18,

and 625,000 people fall within the Gen Y age range (18-34). Most households make

less than $100,000 per year, and most work white-collar jobs. Healthcare and social

assistance jobs are the most populous, followed closely by retail trade employees

(Nashville, TN)

According to the research Natural Solutions conducted on campus during

February 2013, the majority of the target audience is somewhat familiar with natural

gas but not at all familiar with its production. They know it is cleaner than traditional

energy sources such as coal and oil but mostly believe its only use is for cooking,

home heating or power. The community is unaware of the benefits of natural gas and

need more information to take a stance on the increased development of it but, for

the most part, would support development with appropriate oversight. The increase

of the number of clean energy jobs is very important to them along with a cleaner

environment. This falls in line with the common beliefs of Gen Y. Cheaper, domestic

energy is also highly valued along with economic growth (Survey Results Appendix).

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CAMPAIGN OBJECTIVES

Communication

Advertising To increase awareness of natural gas among individuals on Middle Tennessee

State University’s campus ages 18-24—generation Y—by 3%-5% by April 30, 2013.

To increase awareness of natural gas among individuals on Middle Tennessee


These are the overall campaign objectives. Objectives will be reached by

implementing the event and advertising described in the following pages.

Marketing• To increase awareness of natural gas as an energy source by 3%-5% in

our target (Gen Y) by April 30, 2013.

• To increase positive attitude toward natural gas by 3%-5% in the Gen Y

population on MTSU campus by April 30, 2013.

• To increase knowledge of natural gas’s many uses and environmentally

clean attributes by 3%-5% to the Gen Y population on MTSU campus by

April 30, 2013.

MARKETING COMMUNICATION STRATEGYAdvertising and Media Strategy

Objectives:To increase awareness of natural gas benefits on the MTSU campus among

Generation Y (18-25) by 3-5% by April 30, 2013.

Strategy:The advertising department considered messages and implementation

techniques that would most effectively reach the target audience—Generation Y MTSU

students. The advertising department has ensured proper promotion of the campaign

through working closely with the public relations department. The department

has aimed to distribute advertising materials, including posters, flyers, yard signs,

banners and an informational video to effectively ensure maximized public reach and

awareness as well as increased event attendance. The department’s focus has been

on informing and educating the target audience about natural gas and promoting the

campaign’s event.

Page 37

Tactics:We have implemented our campaign around the “I am a natural” slogan

using four different posters, a banner, an informational video, flyers and yard signs

advertising our event as well as promotional items that were given away during the

event. These advertisements were placed throughout campus with a focus on high

traffic areas to reach our target audience.

• Posters: The copy was written to inform the target about specific facts on

natural gas and to showcase the benefits for the consumer. We had four different

print advertisements and each focused on the different features that benefit

our four different subjects in the campaign: the student, driver, homeowner and

parent. The headlines of each will say, “I am a natural student,” “I am a natural

driver,” “I am a natural homeowner” and “I am a natural parent.” We decided that

these subjects distinctly portray how the product can be used to benefit members

of our target audience. We chose “I am a natural” to associate our target with

being natural and to maximize on the familiarity from our campus’s advertising

slogan “I am True Blue.” The posters’ design elements included a photo of

each subject. The headlines and body copy were written in Helvetica font due

to the fact that it is an easily recognized font that offered clean lines in our

advertisements. A wave was featured underneath the photos, which was similar

to the MTSU wave also featured in their ads, and used to create a connection

for the students to our poster advertisements. Social media links and a QR code

were included at the bottom of each advertisement along with our agency logo

to encourage our target to get involved with our product and campaign through

social media. These posters were placed across campus in high traffic areas

such as the Keathley University Center, Student Union, Peck Hall and Business

and Aerospace building. (see map)

• Banners: Two banners were placed on campus, one in the Student Union

Building and one in the Keathley University Center, where they were visible to

a large majority of students. They had a bright blue flame prominently placed

to attract our target audience’s attention. The background color selected for the

banner was black which created a contrast with the blue flame. The copy read:

“I am naturally bright.” This headline tied the banners to our posters and to the

bright blue flame that is associated with natural gas. The headline was designed

to create curiosity among our target audience. Near the bottom of the banner

our Twitter hash-tag and social media site web addresses were displayed to

encourage our target audience to engage with information about natural gas. Our

agency logo was placed in bottom right the corner of the banner as it was placed

on all of our advertisements. The font used on the banners was also Helvetica

because it is an easily recognized font which provided clean lines and was

continuously utilized throughout our advertisements.

• Informational Video: The video was filmed on campus and showed

current MTSU students, which related to our target audience. The video featured

seven different students in popular locations on campus. The first two students

held signs, each with a different statistic or fact on natural gas, while they said,

“I am a natural.” The next four students also held different signs but remained

Page 39

silent as a voice over came in and spoke about natural gas. A piano was heard

throughout the video with an upbeat melody to engage our target. The final

student was shown doing an activity on campus; in this instance, the student was

playing tennis. This student said, “I am a natural. Are you?” The video then faded

to the agency logo. These eight different shots, along with the music and voice

over, came together as an exciting and informational video. This informational

video was shown throughout the on-campus event at one of the trivia booths to

educate our target audience.

• Event Flyers/Yard Signs: The event flyers and yard signs were for

advertising the event and had similar design elements to be consistent with

the rest of the campaign. They each featured an upside-down blue guitar. The

guitar was included so that the audience would easily recognize that the flyers

were for a concert. Blue was selected as the main color to be consistent with our

agency logo; it also tied into one of the university’s colors, which is also blue.

The flyers and yard signs had six lines at the bottom to represent the six strings

on a guitar. Our hash-tag and agency logo were located near the bottom corner

of the flyer and yard sign. The headline read, “Naturally Bright Music Festival,”

as this is what we named our event. Other copy included the date, performing

artists and mentioned free food and giveaways to encourage our target audience

to attend. The flyers were in Dock 51 typeface as it had a rustic quality, much like

that of an acoustic guitar. The font color varied from blue, black and white, which

created contrast throughout the design. The yard sign continued using Helvetica

type all in blue on a white background. The yard signs were placed throughout

the campus to attract students that passed by. The flyers were placed on nearly

every bulletin board in every building on campus to achieve the highest possible

reach and frequency.

• Promotional Items: Our promotional items each included the agency

logo and our twitter hash-tag. These items were given away because our target

audience enjoys receiving free promotional items at events. Having our logo

and hash-tag reminded them of our product and encouraged interaction with our

social media, which displayed information about natural gas. These items were

given out only after students answered questions about natural gas at one of our

trivia booths. The four items we had the day of the event included pens, stickers,

koozies and sunglasses.

Page 41

Public RelationsObjective:

To increase awareness of natural gas among individuals on Middle Tennessee


Strategy-Overview: The public relations department considered media forms and outlets that would

most effectively reach the target audience—MTSU students. Working closely with the

advertising department, the public relations department has ensured proper promotion

of the campaign and campaign event. The department has aimed to distribute

marketing materials appropriately, in a timely fashion and in key areas to ensure

maximum public reach and awareness as well as increased event attendance. The

department’s focus has been on informing and educating the target audience about

natural gas and promoting the campaign’s event.

Strategy-Social Media: Since Generation Y turns to social media platforms to receive news (A Portrait

of “Generation Next”) it has been an effective strategy to use to communicate the

campaign’s message. Social media platforms, including Facebook, Twitter and

Instagram were created. To be successful in our social media outreach, it was critical

to begin this outreach prior to event promotion. Initial outreach focused on educating

the target audience about the effectiveness of using natural gas as an energy source to

fuel their community. Facebook and Twitter posts on the Natural Solutions’ pages were

purposefully created to initiate conversation and welcome responses. The department

found this to be a successful way to foster interaction with followers.

By building a strong following of MTSU students through social media efforts,

productivity of event promotion increased due to the initial connection made with the

student population.

Tactics-Social Media: Facebook

*See Appendix D

Content: • Facts about natural gas • Flyers and posters created by the advertising department • Photos from behind the scenes of the campaign and the campaign event

Measure of success: • Average number of impressions per post multiplied by frequency (days post was

published)

Target Reaction:

Average # of Impressions:

Frequency: Total Impressions:

681 21 14,305

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Twitter

*See Appendix D

Content: • Facts about natural gas • Flyers and posters created by the advertising department • Photos from behind the scenes of the campaign and the campaign event

Measure of success: • Average number of replies, re-tweets and favorites multiplied by frequency (days

post was published)

Target Reaction:



6 21 126

Instagram

*See Appendix D

Content: • Flyers and posters created by the advertising department • Behind the scenes photos of the campaign and the campaign event

Measure of success: • Average number of comments and likes multiplied by frequency (days post was

published)

Target Reaction:



8 21 168

Strategy-On-Campus Media: With respect to our primary audience of MTSU students, the main focus in media

outreach has been through campus media outlets, including the print and web edition

of Sidelines, MTSU’s newspaper. By sending press releases to campus media outlets,

a focused initiative on the target audience has been made. An initial press release

describing the development of Natural Solutions and a second press release providing

information about the campaign event was sent. Efforts were made to reach out to

campus-related social media platforms, such as MTSU’s official Facebook and Twitter

account. Also, since partnership with Match Records was previously established, the

department contacted them to promote the event on their social media platforms.

Tactics-On-Campus Media:Sidelines- Web Edition

Outreach:

Press releases

*See Appendix D

Measure of success: • Reach of published articles

Target Reaction: Article: Reach:

Opinions Piece

53

News Piece 284Note: See Appendix

Page 45

Sidelines- Print Edition

Outreach: • Press releases

Measure of success: • Total impressions of published articles

Target Reaction:

Article: Circulation: Column Inches: Total Impressions:Opinions Piece (same as web edition)

7,000 44 21,000

Facebook- MTSU Official Page

*See Appendix D

Outreach: • Second Press Release

Measure of success: • Impressions post received multiplied by frequency (days post was published)

Target Reaction:

# of Impressions:


35, 379 7 247,653

Twitter- MTSU Official Page

*See Appendix D



Target Reaction:

# of Impressions:


7,891 7 55,237

Facebook- Match Records’ Page

*See Appendix D



Target Reaction:

# of Impressions:


362 14 5,068

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Twitter- Match Records’ Page

*See Appendix D



Target Reaction:

# of Impressions:


94 14 1,316

Strategy-Email Blasts:In an attempt to reach the College of Mass Communications community, an email

blast was sent to faculty and students. The email to faculty contained campaign details

and an invitation to the campaign event. The email to students provided information

about the campaign event, including a copy of the Naturally Bright Music Festival

poster.

Tactics-Email Blasts Email to Faculty

*See Appendix D

Outreach:• Email message

Measure of success: • Total reach

Total Reach: 25

Email to Students

*See Appendix D

Outreach:• Email message

Measure of success: • Total reach

Total Reach: 2,500

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Event Planning/Finance Objectives:• To reach 3%-5% of the student body that constitutes Generation Y through

aspects of the event geared to educate the public on the benefits of natural

gas by April 30, 2013.

• To establish and implement a budget for the campaign to gain the most

return on investment.

Strategy OverviewWe incorporated educating the campus about natural gas with music, an

important aspect of MTSU and nearby Music City. Students were invited to the

Naturally Bright Music Festival at the KUC Knoll on April 16, 2013. There they had

the opportunity to interact with our Nat Gas Trivia Trail, listen to a fellow member of

Generation Y educate them about the benefits of natural gas usage, listen to popular

local musicians, and receive promotional giveaways and food. Participants were also

encouraged to visit our social media pages which linked them to more information.

Event Plans In order to educate students on the effectiveness of using natural gas to fuel

our community, the best way to reach students on our campus is through the use of

music. Our event featured an acoustic concert and a trivia trail to educate students in

a entertaining and interactive way. We chose to have an all acoustic concert in order

to stay with the theme of being natural. Our blue color scheme related back to our logo

Event Marketing

and reiterated the entire campaign, tying together our advertisements, event materials,

social media sites and promotional items.

Date: April 16, 2013

Time: 11 a.m. - 2 p.m.

Where: Acoustic Concert: KUC Knoll

Trivia Trail: Student Union Building, Keathley University Center, KUC Knoll

Who: Concert Bands: Tyler Evanston Moore, Ryan Kenney, and Daniel Harry

Speaker: A Natural Solutions agency members, D’Aris Sowell, Brittany Moyers,

Kaela Dalecke, and Lauren Foley

Trivia Trail

There were three Trivia Trail booths throughout the event. Three locations were

chosen to initiate participation from the MTSU student body. The first location, located

on the east side of campus inside the new Student Union building was chosen because

it is a high traffic area. Students, faculty and staff frequent this building for computer

labs, dining options, and social interaction. The second location, which housed the

second Trivia Trail was located inside the KUC. This location was chosen similarly

because of the dining options and the high traffic. The third location was located on

the KUC Knoll near the main thoroughfare. This location was on the side walk catching

students as they passed by.

Computers were set up at the trivia booths with the ANGA website easily

accessible, along with our Facebook and other social media pages so that our target

Page 51

would be exposed to our social media. Each booth emphasized a social media outlet.

Participants were able to look up answers to the questions on ANGA’s website or like

our Facebook to see questions with the answers. We also posted facts from the trivia

trail on our Twitter page.

At the first two Trivia Trail booths, a tri-fold poster board displayed potential

questions. The questions were different at each of the three booths and each had

ten questions. Participants chose questions to answer from the board. If a participant

got their question correct, they received a promotional item. The promotional items,

which were stickers, pens, koozies and sunglasses, were given based on the difficulty

of the question. For instance, if a participant chose a difficult question and answered

correctly, sunglasses were awarded. However, if the participant chose an easier

question, they received a sticker or pen.

At the third booth, which was located at the KUC Knoll, the promotional giveaway

was the food voucher. The participants involved with this Trivia Trail booth were

required to watch a short promotional video and engage with our social media. The

food voucher, in turn was given to the agency member at the food booth, located

directly next to the third Trivia Trail booth for either pizza, cookies, or brownies and a

bottle of water, which also kept with the natural theme.

Additionally, participants were given the opportunity to visit all three booths,

receiving a stamp at each on their raffle ticket. They answered questions or watched

the video at the first two booths they visited, and at the third, they informed an agency

member about one thing they learned about natural gas. At the final booth, they

entered their raffle ticket into a drawing to receive promotional items from local area

businesses.

Concert

The event took place outside on the KUC Knoll on April 16, 2013 from 10 a.m. - 2

p.m. The featured bands were Tyler Evanston Moore, Ryan Kenney and Daniel Harry.

Match Records, our on-campus record label, partnered with the Natural Solutions

agency to provide local, well-known artists for our target audience.

At our event, we had a booth set up for food (pizza and desserts) catered

by Aramark, MTSU’s campus food vendor. Students participating in the Nat Gas

Challenge will have the opportunity to go to each booth and after the participants have

answered their questions correctly and received their giveaway and gotten involved

in our social media, they will get a food voucher to be exchanged for food at the KUC

Knoll. Participants can get one food voucher, which will be stamped at each booth to

get certain free food items.

Event TurnoutTrivia Trail Booth 1 - 72

Trivia Trail Booth 2 - 54

Trivia Trail Booth 3 - 400

301 watched the video

99 shared facts

Nat Gas Challenge - 32 (309 received raffle tickets)

Concert Attendees - (estimates) people either listening to the speaker and music or

engaging at the Trivia Trail Booth -

12:30 p.m. - 75

1:30 p.m. - 110

Page 53

Total promotional items distributed - 1,664

1,000 koozies

250 pens

150 stickers

264 sunglasses

Event Timeline

9 am - 11 am Set up10 am Trivia Trail begins11 am Event starts

Speaker - Introduction11:10 am Band 1 - Tyler Evanston Moore11:40 am Speaker - Topic 1 - Economics of Natural Gas Use11:50 pm Band 2 - Ryan Kenney12:20 pm Speaker - Topic 2 - Transportation Uses of Natural

Gas12:30 pm Band 3 - Daniel Harry1:00 pm Speaker - Topic 3 - Basic/Household Uses of

Natural GasClosing

2:00 pm Event Ends

COMMUNICATION ASSESSMENT MEASURES

Natural Solutions’ objectives were to increase awareness of natural gas as an

energy source (objective one), increase positive attitude toward natural gas (objective

two), and increase knowledge of natural gas’s many uses and environmentally clean

attributes (objective three) by 3 to 5% within our target, Generation Y, by April 30,

2013. The agency was successful in this endeavor. By effectively distributing flyers,

advertisements, banners and yard signs on Middle Tennessee State University’s

campus, hosting an event including an educational trivia trail, music festival and

giveaway items and having a hefty social media presence with a focus on educating

the MTSU population about natural gas, Natural Solutions achieved increases above

what our objectives stated in all areas.

Initially, only a combined 52% of our target thought of themselves as being

familiar with natural gas. That number increased by 7% to 59% of those surveyed

responding that they are either very familiar or somewhat familiar with natural gas.

There was a 5% increase in those who know natural gas can be used as a fuel source

for automobiles. When Natural Solutions administered the first survey, the respondents

answered that they had a relatively large knowledge base of what natural gas’s uses

are. Most answered that it is used as a home heating and cooking source. After the

event, awareness of natural gas as a transportation fuel increased in the respondents

by 5%. The percentage of those who knew it could be used as a power supply for

electricity stayed essentially the same, wavering only 1%. This achieves objective one.

Page 55

Of the 416 respondents to the first survey, administered in February of 2013,

only 43% thought of natural gas as being either very favorable or somewhat favorable.

This left the majority with either a neutral opinion or a negative opinion. Results of our

post-campaign survey concluded that 65% of the MTSU population finds natural gas

as a favorable option. That is a 22% increase. One big reason for this increase is that

more surveys were gathered in the post-campaign research effort than for the first

survey. This could also be explained by heightened media coverage nationally, and

growing interest by the general public. Natural Solutions’ advertising, public relations

and events effort is successful because of this increase.

Objective three was accomplished as well, with a 14% increase in those who

either somewhat agree or strongly agree that natural gas is a clean source of energy.

Overall, 56% of the target was in agreement that natural gas is clean.

These increases can be attributed to Natural Solutions’ PR and advertising

initiatives. The two banners had a total of 2,000 impressions, and in total, the event

flyers had a total of 1,050,000 impressions within the short span of 4-6 days they

were posted. 21,000 potential impressions resulted from the coverage in the MTSU

campus paper, Sidelines. Social media postings (Facebook, Twitter and Instagram)

alone accounted for 323,000 impressions. These impressions came from likes,

views, retweets, mentions, hashtags and posts by other parties. These impressions

significantly influenced the overall attitudes and opinions of natural gas positively within

the target.

Overall, Natural Solutions completed a successful campaign. Objective one was

accomplished with a 7% increase in awareness of natural gas and a 5% increase in

those who know about uses of natural gas beyond that of home heating and cooking

and electricity production. Objective two was accomplished as well with a 22%

increase in positive attitudes toward natural gas. A 14% increase in those who view

natural gas as a clean source of energy achieves objective three. These objectives

were achieved by the millions of impressions of the advertising and public relations

materials and the attention the Naturally Bright Music Festival and adjoining Trivia Trail

booths brought to natural gas on MTSU’s campus. (see appdendix F for infographics)

Page 57

Budget - Planned -

Budget - Actual -

Total- $3,104.86

BUDGET

Donations -

Financial donations - $133.00Promotional item donations - $1141.95Free services/rentals & discounts - $469.58

Total donations - $1511.53

Total Budget - $3133.00Total Spent - $3217.86

ROI - [(Actual Value - Actual Cost)/Actual Cost] x 100 = 51% (This ROI does not include the value of impressions)

Page 59

Appendix A

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“About Murfreesboro Electric Department.” About Murfreesboro Electric Department. Murfreesboro

Electric Department, 2013. Web. 14 Feb. 2013. <http://www.murfreesboroelectric.com/aboutmed/

index.shtml>.

“About U.S. Natural Gas Pipelines.” Natural Gas Pipeline Network. U.S. Energy Information

Administration, n.d. Web. 02 Mar. 2013. <http://www.eia.gov/pub/oil_gas/natural_gas/analysis_

publications/ngpipeline/index.html>.

“Abundant.” ANGA. N.p., 2013. Web. 13 Feb. 2013. <http://www.anga.us/why-natural-gas/abundant>.

Andrew, Webster. “Boeing’s SUGAR Freeze Plane Concept.” The Verge. Web. 14 Feb. 2013.<http://

www.theverge.com/2012/3/21/2890091/boeing-sugar-freeze-cryogenically-frozen-natural-gas>.

“Annual Energy Outlook 2012.” U.S. Energy Information Administration (EIA). Web. 6 Feb. 2013.

<http://www.eia.gov/forecasts/aeo/MT_naturalgas.cfm>

“Atmos Energy.” Atmos Energy. N.p., 2013. Web. 14 Feb. 2013. <http://www.atmosenergy.com/home/

dealer/index.html>.

“Background.” NaturalGas. N.p.. Web. 28 Feb 2013. <http://www.naturalgas.org/overview/

background.asp>.

Banerjee, Neela. “Obama Talks up Natural Gas Development in State of the Union Speech.” Los

Angeles Times. Los Angeles Times, 24 Jan. 2012. Web. 13 Feb. 2013.<http://articles.latimes.

com/2012/jan/24/news/la-pn-obama-talks-up-natural-gas-development-in-state-of-the-union-

speech-20120124>.

Page 61

Bazilian, Emma. “Apple Overtakes Exxon as World’s Most Valuable Company.” AdWeek. Adweek,

9 Aug. 2011. Web. 03 Apr. 2013. <http://www.adweek.com/news/technology/apple-overtakes-

exxon-worlds-most-valuable-company-134031>.

Ben, Hall. “University of Tennessee Wants to Start Fracking.” NewsChannel5. N.p., 17 Dec 2012.

Web. 2 Mar 2013. <http://www.newschannel5.com/story/20366104/university-of-tennessee-

wants-to-start-fracking>.

Bonakdarpour, Mohsen, and John W. Larson. The Economis and Employment Contributions of

Unconventional Gas Development in State Economics. Rep. IHS, Inc., June 2012. Web. 8 Feb.

2013. <http://anga.us/media/content/F7D3EAB0-0CAE-7E0D-6DA41CB7EFC01797/files/state_

unconv_gas_economic_contribution.pdf>.

“Chesapeake Energy Shale Gas and Horizontal Drilling”. YouTube. CityWorksGeorgia, 15 June 2012.

Web. 13 Feb. 2013. <http://www.youtube.com/watch?v=S6_Zossq0T-g>.

“Clean & Efficient.” ANGA. N.p., 2013. Web. 13 Feb. 2013. <http://www.anga.us/issues-and-policy/

power-generation/clean-and-efficient>.

“CNGnow.” CNGNow.com N.p., n.d. Web. 13 Feb. 2013. <http://www.cngnow.com/vehicles/

consumer-vehicles/Pages/information.aspx>.

“Compare TN Compressed Natural Gas Fueling Stations.” n. page. Web. 23 Apr. 2013. <http://

alternative-fuel.findthedata.org/d/a/Compressed-Natural-Gas/TN>.

“Commercial Uses.” Naturalgas.org. Web. 22 April 2013. <http://www.naturalgas.org/overview/uses_

industry.asp>

“CONSOL Energy.” Natural Gas & Coal. Consol Energy, 2013. Web. 14 Feb. 2013. <http://www.

consolenergy.com/natural-gas-amp-coal.aspx>.

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“ExxonMobil.” Ad$pender. Kantar Media, 3 Apr. 2013. Web. 3 Apr. 2013. <http://adspender.

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issues/detail/hydraulic_fracturing_101#.US47OxyaK4A>

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powered-ms-viking-grace-ready-for-operatons-0111>.

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Moses, Lucia. “Data Points: Responsible Youth.” To Win Gen Y... Adweek, 24 Oct. 2012. Web.

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profile/market/1630134.pdf>.

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pub/oil_gas/natural_gas/analysis_publications/ngpipeline/southeast.html>.

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Page 67

Appendix B

Table 1

Consumption

(billion cubic feet per day)

2011 2012 2013 2014

Residential Sector 12.91 11.31 13.02 13.05

Commercial Sector 8.64 7.95 8.83 8.87

Industrial Sector 18.92 19.37 19.41 19.56

Electric Power Sector 20.75 25.00 23.15 22.62

Total Consumption 66.81 69.49 70.31 69.99

http://www.eia.gov/forecasts/steo/report/natgas.cfm

Page 69

Appendix C

I am a natural homeowner.

*51% of American households use

natural gas, including mine, because

it’s both clean and affordable.

NATURALSOLUTIONS@NatSolutionsNow

Natural Solutions-Nat Gas Now

#NatGasToday*Source: www.anga.us

POSTERS

Page 71

I am a natural parent.

By using natural gas I save *$926 a year on my

energy bill making my budget dollars go further

and allowing me to better provide for my family.



#NatGasTodaySource: www.anga.us

I am a natural driver.

Natural gas is a clean and affordable means of

transportation. *Light and heavy-duty natural gas

vehicles can reduce smog-causing nitrogen oxide

(NOx) emissions by 30-70% compared to gasoline

and diesel vehicles. This cleaner fuel allows me to

drive down the emissions on our highways.




Page 73

I am a natural

caregiver.

*By using natural

gas, hospitals

increase energy

!"#$%!&$'()*++,-%&.)

them to improve the

bottom line and free

up funds to invest

%&)&!-)/!$0&,+,.%!1)

and improve patient

care.



#NatGasTodaySource: http://www.touchstoneenergy.com/e�ciency/bea/Documents/Hospitals.pdf

I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.I am a natural student.

Natural gas is an abundant and domestic form of energy being produced across the country. The safe and responsible production of natural gas has created more than *2 million jobs in the United States. The jobs natural gas creates provides a brighter future for my career after graduation.




Page 75

Naturally Bright.#changingtoday

NATURALSOLUTIONS

!"#$%"&&'()%*+,#

-$.*/(01.#*2"&

NATURALSOLUTIONS#NatGasFest

31

"#$%*

4+5(!!!(67881%(*4#7

(.#11&(!(9'"4(:1441'

(!!;7(<1(=1#1%-*4

1=

!">?@A(BCD?6(!

!"3%11(377=(!

!"E*21"F"'.(!

G8%*&(HIJ$/(J47&&

BANNER

EVENT FLYER

Naturally Bright Music Festival

•KUC KNOLL• • • •

NATURALSOLUTIONS

YARD SIGNS

Page 77

Appendix D

Page 79

Page 81

Email to Faculty

Greetings, The note below this paragraph is from my sections of advertising and public relations campaigns. The client provided $3000 for the students to plan and implement this event. Please stop by their on-campus promotion if you have a free moment on Tuesday. It really does mean the world to us to see you there. Dear Faculty,

The students of ADV 4170/ PR 4740 taught by Dr. Farwell would like to extend an invitation to the Naturally Bright Music Festival on Tuesday, April 16 from 11 a.m.-2 p.m.

The event is comprised of several events centered around the promotion of Natural Gas as an energy source both in our community and nation. Students comprising the Natural Solutions agency have been working ambitiously throughout the semester.

Events being held throughout the KUC, KUC Knoll and Student Union Building include:

• Trivia Trail- booths arranged around the knoll where students will have the opportunity to answer questions pertained to natural gas and receive giveaways and food vouchers

• Three acoustic performing artists- Tyler Evanston Moore, Ryan Kenney, Copper into Steel will each be performing a 30 minute set

• Guest Speaker(s) Natural Solutions has been working extremely hard and is looking forward to seeing you there.

-- Tricia M. Farwell, Ph.D. Assistant Professor Middle Tennessee State University School of Journalism Box 64 Murfreesboro, TN 37132 Phone: 615-898-2987 [email protected]

Page 83

Email to Students

Dear Students: On behalf of Dr. Farwell’s advertising and campaigns class, we invite you to the Naturally Bright Music Festival on Tuesday, April 16th 11 a.m.-‐2 p.m. at the KUC Knoll. Please join them for music, free food and giveaways! Facebook Event Page: https://www.facebook.com/events/555234444516339/

Page 85

Appendix E

Page 87

Event Footprint - Planned (Appendix)

Event Footprint - Actual (Appendix)

The change to the stage setup was due to a suggestion by the on-campus production services

crew. In working for other clients, they knew that pointing the stage (and therefore the sound)

directly at a building would make it more likely for someone to complain about noise and ask for

us to be shut down.

The change to the food booth was decided on site in order to make it more visible. This more

easily drew people to the third Trivia Trail booth in order to earn a food voucher.

Page 89

Appendix F

7%Familiarity with natural gas increased seven percent

22%

incre

ase in natural gas favorability

Page 91

56% agree natural gas is a clean source of energy

323,000 social media impressions

EventPhotos

Page 93