bicep_draft to proof

CREATE A MESSAGE PLATFORM TO

MOTIVATE AND MOBILIZE CONSUMERS

BUSINESS TO CONSUMER - CLIMATE CHANGE / ENERGY MESSAGING CAMPAIGNPresented to

Business for Innovative Climate and Energy Policy [BICEP] Presented by

VOX Global with Hart Research and GMR MarketingJuly 22, 2011

Butterfly Effect: the phenomenon whereby a small change at one place in a complex system can have large effects elsewhere.

WHAT’S IN A NAME?

What’s in a name? A lot, we think. In Latin, VOX translates to “voice.” We embraced this name for our firm because we believe strongly in the power of communications to make a difference. As the BICEP coalition has recognized, a winning communications campaign starts with a compelling and memorable message and gains momentum through many voices.

Working with our research and design partners, VOX welcomes the opportunity to help BICEP members engage their employees and customers in securing meaningful energy and climate policies. With up-to-the date consumer insights and time-tested methodologies for developing creative communications platforms, we can help your members jump start the public conversation about environmental protection.

Adding voice to your muscle offers promise for action.

The following pages outline our approach, introduce our team and highlight our experience shaping and executing policy advocacy, public education and marketing campaigns. We’ve got all the tools to work seamlessly and quickly to meet your needs. We look forward to the opportunity to share our thinking and ideas in person.

Ann Davison Senior Partner | VOX Global1909 K St NW, 5th FloorWashington, DC [email protected]

At VOX Global, we take pride in partnering with the best strategists, creative firms, and pollsters to provide our clients with counsel that is the best in the business. When building an effective team, we ask one simple question – “Who is best able to help our clients achieve their goals?” With that in mind, we have combined our policy, campaign and sustainability expertise with GMR Marketing’s creative brilliance and Hart Research’s unparalleled understanding of public opinion to offer a seamless team of specialists to embark on this exciting effort.

VOX GLOBALVOX is a bipartisan public affairs firm that combines political, private sector and nonprofit experience with the knowledge gained

from working for some of the best known companies and organizations in the world. Our strategic approach combines our deep understanding of the regulatory and market environment with stakeholder engagement, media and research to help our clients achieve their goals.

Sustainability is a key specialty at VOX. We have developed programs for iconic brands like AT&T and Gallo Wines; provided business-to-business counsel to sustainability practices at professional services firms like Ernst & Young; consulted with energy companies including Edison International; and designed campaigns to pass climate legislation for companies like Paul G. Allen’s Vulcan, Inc. We are part of Omnicom Group, a leading communications company whose network provides advertising, marketing, public relations, and other communications services to more than 5,000 clients in more than 100 countries.

HART RESEARCHHart Research has been one of America’s leading public opinion and market

research firms for nearly four decades. It has been at the forefront of identifying and understanding Americans’ changing expectations, attitudes, and behaviors, and providing its clients with the insights they need to navigate successfully in an ever-changing environment. Hart has conducted nearly 7,000 public opinion polls, 6,000 focus group sessions, and surveyed more than three million individuals. Its client base includes over three dozen environmental advocacy organizations and energy companies including League of Conservation Voters, NRDC, the Sierra Club, Pew Charitable Trusts, Greenpeace, the American Wind Energy Association, the COMPETE Coalition, Exelon and the Pickens Plan.

GMR MARKETINGGMR Marketing is a pioneer in the practice of engagement marketing. GMR builds brand relevance with campaigns that resonate with

consumers on a personal level, leveraging passions for sports, music, entertainment and lifestyle. A full service agency, GMR has the ability to provide total solutions including insights, creative, ideation, execution and measurement.

A subsidiary of Omnicom and a part of the Radiate Group, GMR is headquartered in Milwaukee with 24 offices in 12 countries. GMR has received numerous industry accolades, including Sports Business Journal’s 2009 “Sports Event Marketing Firm of the Year”and Sports Business Journal’s 2011 “Sports Consulting Agency of the Year.”

ABOUT US

“There are two primary choices in life: to accept conditions as they exist, or accept

the responsibility for changing them.” - Dr. Denis Waitley

“Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world.”- Joel Arthur Barker

AN INTEGRATED PROCESS

Over the years, we have researched and worked on climate change and energy issues from a multiplicity of perspectives. We have studied ways to engage with consumers and voters on behalf of Fortune 100 corporations, major charitable foundations, electricity generators and environmental advocates. And we’ve observed as the efforts of groups like US Climate Action Partnership and the Alliance for Climate Protection have struggled to connect effectively with voters and ultimately failed in Congress.

No doubt, there are challenges to engaging individuals as it relates to environmental goals. But we see a great opportunity made possible by introducing new messengers – a coalition of iconic brands that millions of Americans interact with on a daily basis. Brands that already have worked their ways into the hearts and minds of consumers. And brands that have staked their reputation on demonstrating their commitment to caring for the environment.

We also see a great opportunity to engage new audiences by updating messages aimed at combating climate change. While the “global warming” debate may have stalled, we know that wide swaths of the population respond positively to related messages that approach the same goals from different angles. In survey after survey we have seen broad support for goals like energy efficiency, economic growth and competitiveness. Considering that overwhelming majorities also

support broader environmental goals such as clean air and clean water, the key to success is to connect these popular themes in parallel with the goal of combating climate change.

In the following pages, we describe the approach we will take to developing a message platform and a creative concept for this effort.

Step One

Review Consumer Research and InsightsWhere is the current consumer mindset as it relates to climate change and environmental legislation?

Opinions about climate change vary widely across America. A survey by Yale and George Mason Universities divides the country into six different groups describing their feelings about the issue – Alarmed, Concerned, Cautious, Disengaged, Doubtful, and Dismissive. With fewer than half of Americans falling in the first two categories, this can be discouraging. However, the same survey shows that a strong majority of people believe they can “easily change [their] minds about global warming.”

Additional research indicates that many people who express support for environmental goals may be uneasy about the steps necessary to achieve them. In a poll we conducted last year for the United States Climate Task Force, nearly two-thirds (63%) of American voters said that America’s

OUR APPROACH

Research Message Design

ITERATION ITERATION

ResearchAnalysis

Consumer Mindset

Persuasive Messages

energy policy needs major reform, if not a complete overhaul. However, in another poll for NBC News and The Wall Street Journal conducted at about the same time, fewer than half (48%) of Americans said that they would approve of a proposal that would requiring companies to reduce greenhouse gases if it would mean higher utility bills for customers.

Rather than trying to win over die hard opponents of environmental action, we will focus on those whose opinions remain flexible. We will also bridge the gap between theoretical support and meaningful action. By analyzing our own research and that of others, we will find the common threads that unite and motivate people and reach them with messages that connect on a personal level. By reframing the climate debate we will transcend the current discussion to show how our goals are in full concert with the goals of the majority Americans who desire economic growth, energy security, and global security, as well as environmental health.

If Americans are confused about environmental legislation, who will they believe?

Through experience, we have found that a message is only as good as the messenger who carries it. Credibility is largely determined by an assessment of the messenger’s motivations and the messenger’s likelihood of knowing the facts. Research we have performed and reviewed indicates that scientists as well as federal science-related agencies get high marks in polls because they are seen as objective experts with little to gain by deception. At the other end of the spectrum, the media and politicians have very little credibility as they are viewed as primarily interested in pursuing their own agendas.

Interestingly, when the profit motive is

acknowledged by businesses, it can actually increase their credibility on environmental and social issues. Consumers tend to disbelieve claims of pure altruism from many major corporations. But if a socially responsible action is put in the context of achieving a business objective, it is more believable and accepted. With this in mind, we often counsel our clients to focus on the “triple bottom line” when communicating publicly about their efforts. A communications campaign branded by the Ceres and its BICEP partners, all of whom have strong commitments to the triple bottom line, is likely to be received as both sincere and inspiring.

Step Two

Craft a Compelling Message PlatformWhat types of messages are most likely to connect with consumers?

Good messages aimed at inspiring action usually convey three things: relevance, urgency and efficacy. Relevance connects the issue to the person in a way that matters to them personally. Urgency tells them that there is no time to waste. And efficacy says that their effort will yield results.

Again consulting the research, the Yale/George Mason study shows that more than half of all people believe that global warming will harm them “only a little” or “not at all.” Another 17 percent “don’t know.” Twenty-two percent believe Americans will not be harmed for at least 50 years. And 20 percent believe Americans will never be harmed. Finally, more than half report that humans either will not, cannot or have no reason to

Message Development

Message Platform

reduce global warming.

Notably, however, when environmental protections are spoken of more broadly—clean air, safe food, clean water—they take on an immediate, personal significance that bridges ideological divides. Likewise, economic messages connect deeply with people and are especially urgent in these challenging times.

And while people are pessimistic about whether we are willing to do what it takes to combat climate change, they do still believe in the ability of individuals to make a difference, and are particularly optimistic about the role technology can play. We view this sense of personal efficacy as a tremendous asset for the communications campaign. In the end, it will be critical to bridge the gap between “able” and “willing.”

What types of messages are most likely to move Americans to action?

Our work on large scale consumer-focused behavioral change campaigns teaches us that individuals need to share their commitments with others and have their actions constantly reinforced. An advocacy campaign, sponsored by brands important to our target audiences, provides a strong indication that “others believe this, too.” The peer influence of seeing others (e.g. Target shoppers, Ben & Jerry lovers and Nike wearers) taking action creates a sense of comfort about one’s own beliefs and actions.

Building this social momentum through a wide array of platforms will allow individuals to share their commitment, thus helping to move the audience from awareness to action. The message platform and creative we design will not only be applicable across BICEP members, but directly from consumer to consumer.

With our research and audience insights in hand, the VOX Global team will provide BICEP a recommended message platform that can serve as the cornerstone for the creative effort and, we believe, be valuable to a wide audience looking for ways to move the needle on climate change policy. For example, Ceres and BICEP’s corporate leaders could use the platform in online and social media as well as speaking engagements and corporate citizenship reports.

Step Three

Develop Creative to Maximize Emotional ImpactWhat is the place and time when the consumer interacts with the brand?

Based on our target audiences and message platform in place, we will draft a creative brief that provides framework to guide the design process by articulating what we want our target audience to think, feel and do. The goal of our design is to maximize emotional impact. It must feel relevant to the target audience and inspire them to action.

A good design takes into account where and how it will intercept the target audience. We recognize the wide variety of ways in which BICEP members interface with consumers from social media to point-of-sale purchases to online advertising to retail packaging and so on. Initially, it is our thinking to approach the design as something that can easily be used on BICEP member websites and social media platforms. Developing a creative approach specifically for the online context will also allow for future growth of the campaign.

Creative Brief

Visual Brand

The creative will not only communicate our messages but become a portal for the target audience to get involved in advocacy. Given that most companies are very strict about packaging guidelines, and the long process it can take to add a new design to package or point of sale materials, this will also allow for quicker adoption of the creative by BICEP companies.

Our design team will create three concepts for consideration by Ceres and the BICEP companies, each with a sample of how it would “live” on a member company website, social media page or other materials. We also recommend testing the concepts

with target audience members, perhaps with a survey tool distributed through your employee networks or even directly with a sample of your consumer audience.

With this input, we will refine two of the concepts further and then ask you to select one for final development. Again, we are sensitive to the fact that your members have a wide variety of guidelines for their own brands and branded properties. Our goal will be to create something that will be universally acceptable to the BICEP members without compromising the integrity of our intended communication.

“The best way to make a contribution in fashion is to promote the idea that a fundamental interest in

preserving the environment is itself fashionable.” - Giorgio Armani

To give you an idea of how a creative concept intended to inspire and motivate consumers to action might play across BICEP member platforms, we’ve used the concept of the “butterfly effect.” Originally a formulation of chaos theory, the butterfly effect describes how a simple action in one part of the world can yield surprising results across the globe (i.e. “a butterfly flapping

its wings in Brazil can cause a hurricane in Texas).” While this is meant only as an example of how a concept can be applied across BICEP members, it speaks not only to how we are all affected by environmental problems, but also how a single person’s efforts can have having meaningful results.

Design Consideration Filters

Length of Engagement

Viewing Distance

Size of Medium

Shape of Medium

Scale of Medium

MESSAGEWhere is the opportunity to appropriately message based on intercept + interaction with the brand?

MEDIUM

Where is the opportunity to choose appropriate medium based on intercept + message + interaction with brand?

INTERCEPTWhat is the place + time where a consumer interacts with the brand?

Creative Result

This strategy yields a creative element that has been designed with reason and has purpose, thus offering consumers relevance to the brand and working to

change behavior.

CREATIVE APPLICATION

DESIGN STRATEGY

NIKE CREATE A NIKEFLY PROMOTION

Tying into Nike’s NikeiD line of products, which offers customized shoe features and designs, the Nikefly promotion will allow consumers to create a custom butterfly. The chance to win products will

draw participation, while the incorporation of social media (consumers share their butterfly within their social networks) will draw new eyes to both The Butterfly Effect and the NikeiD brands.

TARGET BUTTERFLY ANIMATION

The Target floating butterfly shows consumers environmentally-friendly products and how to incorporate sustainable practices into their routine. The helpful butterfly (animated to flap its wings) flits from from product to product

on a homepage display to highlight Target’s great energy efficient options.

The three screens demonstrate the animation sequence.

BEN & JERRY’S PEANUT BUTTERFLY EFFECT ICE CREAM

Peanut Butterfly Effect Ice Cream will highlight Ben & Jerry’s environmentally responsible practices while generating the excitement of a limited edition ice cream flavor. Consumers know that by purchasing Peanut Butterfly Effect Ice Cream, they

are not only choosing a premium ice cream for their family, but are voicing their support of Ben & Jerry’s “Green Team” and safeguaring the planet. One small action that makes a big statement.

“People become really quite remarkable when they start thinking that they can do things. When they believe in

themselves they have the first secret of success.”- Norman Vincent Peale

BUDGET OVERVIEW

Reserch, Review & Analysis $25,000Message Development $50,000Creative Development $50,000Additional Research & Expenses up to $25,000

We look forward to working with Ceres and BICEP on this exciting effort. We understand that this project must be completed swiftly and we appreciate that this will be an iterative process that accounts for collaboration with BICEP members regarding their individual needs. Accordingly, we are flexible and able to adjust our timing and work as needed. Below, please find overviews of the project workflow and budget.

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PROJECT WORKFLOW

BUDGET OVERVIEW

“The supreme reality of our time is…the vulnerability of our planet.”

- John F. Kennedy

CHRISTOPHER L. MATTHEWSSenior Vice President | VOX Global Chris Matthews develops strategies for clients who want to influence public policy. A longtime veteran of both the House and Senate, he understands what motivates policymakers and he uses his personal experience to find the most effective methods to affect high-level decisions. With over fifteen years of media, communications, and political experience, Chris manages a varied portfolio that includes energy, sustainability, and regulatory policy.

His recent work includes extensive efforts to help companies adjust to the political atmosphere in Washington, DC.

Chris has worked for some of the largest energy producers in the United States, as well as for environmental thought leaders who seek mutually beneficial partnerships with private industry.

ANN DAVISONSenior Partner | VOX GlobalAnn Davison helps clients integrate communication programs designed to raise awareness and shape attitudes with the goal of changing individual behaviors and public policies. Ann has deep expertise in education and environmental policy, and experience managing large-scale public affairs, social marketing, and corporate citizenship programs.

In 2000, Ann joined the Washington, D.C. office of Fleishman-Hillard where she managed a White House funded campaign to reduce teen drug use and a USDA effort to rebrand and increase participation in the Food Stamp program. In 2008, Ann joined VOX Global, where she has worked with clients to design a campaign to enact

meaningful climate change legislation; minimize barriers to the introduction of alternative fuels in the U.S. marketplace; launch mental health and education projects nationally; and develop corporate citizenship and sustainability strategies.

OUR TEAM

TONY CALANDROPartner | VOX GlobalTony Calandro helps clients develop and integrate corporate citizenship into their overall business and public affairs strategies. He has significant experience in a variety of sustainability areas, including: climate change strategy; carbon and water management plans; internal change management; supply chain management; and public/private partnership development.

Tony has helped clients create sustainable business practices; benchmark industry trends and competitor practices; and manage NGO partnerships. The support he provides to AT&T typifies his broad experience in sustainability. As a senior strategic counselor, he helped them

benchmark and conduct their water footprint and attain a leadership position in their fleet operations; Tony also leads the effort to build AT&T’s relationship with the Carbon Disclosure Project to better position the company to capture market share in the emerging low carbon market.

ALEX HAHNVice President | VOX GlobalAlex Hahn brings more than 15 years of experience in designing and managing corporate sustainability, philanthropy, cause marketing, community relations and media relations campaigns for leading consumer brands. At VOX, he works on the Corporate Sustainability Team, where he helps oversee and execute corporate sustainability initiatives for several VOX clients including Ernst & Young, AT&T and Greenbiz.

Before joining VOX, Alex spent four years at Sprint Nextel where he led the company’s CSR and sustainability communications efforts, including the national product launch of Sprint’s first eco-friendly wireless device. At Sprint, he also started the company’s

CSR-focused Twitter feed and managed all external communications and media relations for Sprint’s sustainability initiatives, including wireless recycling, GHG reduction, product design, alternative energy use, green products and services and employee engagement.

CHANNING BARRINGERVice President | VOX GlobalChanning Barringer brings 15 years of communication experience, spanning agency and in-house public relations as well as the television news industry. At VOX Global, Channing works with the public affairs team supporting AT&T’s corporate citizenship and sustainability program. In this role, he works directly with AT&T’s chief sustainability officer to engage internal teams and business units that are incorporating CSR into their business operations.

Channing joined VOX from the Fleishman Hillard San Francisco office, where he helped initiate their sustainability practice. He led media relations support for Business for Social Responsibility’s 2007 conference,

“Designing a Sustainable Future.” He has led campaigns to promote a Nike shoe-recycling initiative as well as a new line of Nike shoes designed by patients in a children’s hospital. Additionally, Channing drove regional media outreach for smart USA’s smart fortwo, a fuel efficient, commuter-friendly vehicle.

JENNIFER ANDERSONAccount Supervisor | VOX GlobalJen Anderson focuses on sustainability and the implementation of corporate citizenship & sustainability programs. Specifically, she works with clients on sustainability reporting and is trained in the Global Reporting Initiative (GRI) sustainability reporting process. She also aids internal efforts to promote the adoption of initiatives that meet the needs of both business and society.

She leads the development of AT&T’s Citizenship and Sustainability Report, promotes Ernst & Young’s Climate Change and Sustainability Service offerings, provides CSR counsel to Ross Dress for Less, and has provided sustainability guidance to Frei Brothers winery. Jen also has deep experience working with sustainability media

and maintains regular contact with some of the leading environmental journalists and bloggers around the nation.

SHARON MCNALLYDirector, Creative Development GMRSharon McNally works on strategic creative ideation across a variety of clients. Her 13 years of agency experience spans the areas of promotion, event, business-to-business and consumer packaged goods for a variety of clients like Kraft Foods, OfficeMax, Boise Paper, Minute Maid and the former Miller Brewing Company. Prior to that, Sharon spent five years in client services for a commercial photography studio and for a furniture design firm. This industry mix has given her a variety of perspectives from which to identify the right plan and creative solution for brands based on the unique consumer to brand

relationship. In her tenure with GMR, Sharon has worked on projects for Dairy Queen, Hershey’s, Staples, GSK, Kellogg’s, and Xbox. She received her BFA from the University of Hartford.

JOE SUTTERSenior Vice President, Creative Group | GMRJoe Sutter is the lead of GMR’s Creative Group and oversees all creative service functions maintaining the agency’s high standards of quality. Sutter’s visionary thinking and personal creative imprint can be found in nearly all of the marquee programs that emerge from GMR. He is an expert in all things racing (SPEED, Copart) and overall sports strategy (Comcast, Lowe’s, Gillette). Prior to joining GMR, Joe was a principal partner in Hanson, Dodge and Sutter where he led brand development and design for a range of clients including Harley-Davidson, Trek Bicycle, Miller Brewing Company, National Hardware and

SRAM. Joe is a key figure within the creative community in Milwaukee and until recently served as an associate professor at UWM teaching senior level courses in Professional Practice and Design Theory.

MAEVE WARDVice President | Hart ResearchMaeve Ward is one of Hart Research’s experts in experimental design and statistical analysis. Her client roster includes a broad range of both nonprofit organizations and corporations. She has led projects on behalf of the Bill & Melinda Gates Foundation, Pew Charitable Trusts, the League of Conservation Voters, and the Sierra Club.

Maeve is an expert in public opinion on energy and the environmental issues. Along with Geoff Garin, president of Hart Research, she is the pollster of choice for Exelon, the country’s largest generator of nuclear power. Progress Energy, Boone Pickens Plan, BP Exploration, and the

American Wind Energy Association also have trusted Maeve’s research to guide decisions about how to best communicate with customers, voters, and regulators.

TAMERA GREENVice President, Client Services | GMR Tamera has worked in the consumer marketing business for more than 20 years. Since graduating from UNC-Chapel Hill with a degree in journalism and an MBA from Queens University in Charlotte, Tamera has been involved in consumer marketing on virtually every level and has worked with brands such as Coca-Cola, Allstate, Jim Beam and Food Lion. Tamera joined GMR from IMG in 2006 as VP – Group Account Director and currently oversees the Best Buy, Cintas, HBO, Gillette and SPEED

accounts. She and her husband Ron are proud Tar Heel fans. They have a daughter named Molly and reside in Charlotte.

“I’ve missed more than 9,000 shots in my career. I’ve lost almost 300 games. 26 times, I’ve been

trusted to take the game winning shot and missed. I’ve failed over and over and over again in my life.

And that is why I succeed.”- Michael Jordan

CASE STUDIESVOX GLOBAL - PUBLIC ACVOCACY CASE STUDIESVulcan National Climate Change Legislation CampaignCHALLENGE

In 2007, momentum was growing worldwide to address the human impacts of global climate change. Domestically, many state

and local governments and corporations were implementing measures to reduce their carbon emissions. However, the United States government had failed to take any serious action at the national level. While environmental groups had made some gains in elevating the issue on the public agenda, there remained a lack of urgency among the electorate and in Congress.

VOX was hired by Vulcan, Inc., the holding company owned by Paul G. Allen, co-founder of Microsoft, to develop a strategic communications campaign with the goal of enacting meaningful climate change legislation at the federal level.

SOLUTION

VOX immediately recognized the importance of addressing this public policy debate with a new set of tools: new messages, messengers, and tactics. Even then, the traditional language around the environment was polarizing and did not resonate with key mainstream constituencies. At a time when Americans were more worried about their own job security, housing, and healthcare costs, the need for climate change legislation had to be translated into more meaningful economic terms in order to have an impact.

With that in mind, VOX conducted an extensive landscape analysis to determine which individuals and organizations were leading the public climate change debate, as well as those that should have an interest but were not yet exercising their influence. The analysis included NGOs, major corporations, key thought-leaders, and trade associations with influence on Capitol Hill.

Additionally, VOX conducted a thorough analysis of key members of the House and Senate who needed a new reason to be “for” climate change legislation, with the goal of bringing members of Congress on board who would not be persuaded by the slate of environmentally-themed campaigns.

RESULTS

Working with partners Hart Research and GMMB, VOX conducted an extensive national survey and focus groups of likely voters to test the new language. The findings from this research guided us in developing new message platforms to reframe the climate change issue.

By combining the Congressional analysis with the research, we were able to develop a comprehensive strategy aimed at creating a surround-sound effect that was tailored to individual decision makers. Our plan included a precise target list, grassroots and grasstops outreach, paid and earned media, third party advocacy and direct lobbying. Although the plan ultimately was not implemented, the strategy book remains one of the most comprehensive and precise plans for moving energy and environment legislation in Congress.

Anti-Drug National Youth Media CampaignTHE CHALLENGE:

Congress and the White House established a national communications campaign to reduce teen drug use. The goal

of the campaign was to demonstrate the negative consequences associated with marijuana and the value of not engaging in risky behaviors. A team at VOX sister agency Fleishman-Hillard, led by VOX Senior Partner Ann Davison, worked alongside ad agencies Ogilvy and Draftfcb to implement and run the flagship campaign for more than five years. The project involved working with countless stakeholders and the private sector to translate a message from “the government” into one that would resonate with the target audiences: teens and their parents.

APPROACH

Focus group testing found that an overwhelming majority of teens were unfamiliar with specific drug risks and, additionally, valued their parents’ guidance on the topic despite outward suggestions otherwise. Further, parents underestimated their ability in making a difference in their child’s drug use. The team developed brands (Above the Influence for teens and The AntiDrug for parents) and message platforms for both target audiences intended to educate, engage, and empower using every available communications and marketing tool.

SOLUTION

The launch of the anti-drug campaign corresponded with the rapid evolution of digital communications into one of the most effective methods to reach target audiences – particularly younger audiences. Websites, blogs, online events, online advertising, virtual gaming and social media were all used to relay the negative consequences of drug use and the positive consequences of a drug free lifestyle.

In addition, the team leveraged popular corporate brands to relay messages to both teens and parents. The Campaign’s Corporate Partner Program resulted in over 700 million youth drug prevention message impressions and a market value of more than $8.4 million for the communications activities in just one year.

RESULTS

Teen drug use rates among the target youth audience declined for the first time in a decade during the first five years of the campaign. Media coverage on the dangers of teen drug use jumped from 26 to 78 percent after the launch, and campaign websites averaged 6 million visitors annually. Campaign programs, communications and information dissemination activities involved more than 400 local and national civic, volunteer and youth-serving organizations. The campaign has received dozens of awards for work – from publications to websites, to media outreach initiatives and video production – including the Public Relations Society of America’s highest award, the Silver Anvil.

HART RESEARCH - RESEARCH CASE STUDIESThe Sierra Club

Hart Research’s relationship with the Sierra Club began in 2001.

Of our notable research for the organization, in the 2004 campaign, Hart Research helped the Sierra Club develop messaging and communications around energy issues. In 2006, Hart Research conducted focus group research among potential environmental supporters in Ohio, North Carolina,and Washington State on energy and environmental issues. We designed the research to understand more about potential allies and how to communicate with them to become more involved on environmental issues.

The Coca-Cola Company Hart Research has conducted research on behalf of The

Coca-Cola Company since 2003 to track its image, as well as to identify challenges and opportunities to enhance its corporate reputation. Climate change presents both a challenge and an opportunity for Coca-Cola, and accordingly we have conducted extensive qualitative and quantitative research on the company’s corporate

social responsibility efforts, including the commitment to sustainability through water stewardship, sustainable packaging, and climate protection. We are currently implementing a long-term research program for Coca-Cola to help its corporate leaders position the company within individual world markets and to craft unique branding messages in those markets.

Exelon Since 2005 we have been engaged in ongoing work on behalf of Exelon, a Fortune 500 corporation that operates the largest nuclear power fleet in the country and is

the parent company of two electric utilities (ComEd

in greater Chicago and PECO in greater Philadelphia). Exelon was an early advocate for climate change legislation, a counter-intuitive position for a corporation that generates profit by generating electricity. We conducted qualitative research among opinion elites and policy makers that played a key role in developing the message platform for Exelon 2020, an ambitious strategy to reduce, offset or displace more than 15 million metric tons of greenhouse gas (GHG) emissions per year by 2020. As of May, Exelon was more than halfway to our goal having abated 8.9 million tons of GHG emissions; this reduction is the equivalent of taking more than 1.5 million cars off the road every year.

GMR MARKETING - VISUAL DESIGN CASE STUDIESVisa 2010 Olympics BrandingGMR designed unique branding and break-through point-of-sale elements at the 2010 Olympic Games in Vancouver. As part of this campaign, the team created an end-to-end point of sale strategic platform that

leveraged Visa’s athlete relationships and “Go World” campaign. This platform was employed across 3,500 merchants.

As a result of GMR’s efforts, Visa successfully increased awareness of Visa’s Olympic sponsorship, built brand affinity and drove usage to maximize revenue.

Husqvarna zero-turn mowerHusqvarna launched a new, commercial-grade, zero-turn mower in the US market in spring of 2011 and needed brand development, marketing and creative developed specifically for the US market.

GMR developed a campaign strategy for US consumers, provided creative ideation for the print advertising campaign, and produced creative extensions for website, consumer promotion, showroom POP and consumer direct mail communication piece.

“When it’s all over, it’s not who you were… it’s whether you made a difference.”

- Bob Dole

REFERENCES

Bonnie Benjamin-PharissExecutive Officer | Vulcan505 Fifth Ave S, Suite 900Seattle, WA [email protected]

Ms. Benjamin-Phariss has overseen the work of VOX Global on two recent marketing projects, and was also engaged in our work on the Vulcan’s climate-change public policy advocacy campaign. She can speak to our wide-reaching area of expertise in both understanding the political climate and communicating directly to consumers to spark action.

Robert W. Denniston (Bob)Deputy Associate Director | Research and Data Analysis, Office of National Drug Control PolicyExecutive Office of the PresidentWashington, DC 20503202.395.4653Robert_W._Denniston@ondcp

Mr. Denniston served as the Director of the National Youth Anti-Drug Media campaign and oversaw the activities of Ann Davison and her team in developing and executing the online, media relations and corporate partnership activities of this national effort.

Dustin HayesSenior Director, Marketing Communications | ComcastOne Comcast CenterPhiladelphia, PA [email protected]

GMR works with Comcast on a wide variety of programs, including the ideation and creative executions for collegiate on-campus messaging and creative execution of in-venue sports programs.

Lila EverettSenior Vice President, Marketing | SPEED1220 W. WT Harris BlvdCharlotte, NC [email protected]

For 6 years GMR has worked with SPEED to develop key consumer strategies around their digital, social media and at-event objectives and then worked to bring those elements to life via creative executions and measurement analysis.

Allison MilackGlobal Sponsorship Marketing | Visa595 Market StreetSan Francisco, CA 94105650.432.1978

During the 2010 Winter Olympics, GMR created an end-to-end point of sale strategic platform, leveraging Visa’s athlete relationships and “Go World” campaign through 3,500 merchants.

VOX GLOBAL REFERENCES

GMR REFERENCES

BUSINESS TO CONSUMER - CLIMATE CHANGE / ENERGY MESSAGING CAMPAIGN

Presented to

Business for Innovative Climate and Energy Policy [BICEP] Presented by

VOX Global with Hart Research and GMR MarketingJuly 22, 2011

“Climate change advocates have an opportunity to build broad public support for their agenda. They are being handed an opportunity by opponents who seem determined to cling to a “one size fits all” government intrusion message as a means to stop any meaningful legislation moving through Congress. Reframing this debate in terms of economic opportunity and energy security provides climate change supporters with an opportunity to build broad public support by interjecting this message into the presidential campaign season.”

- Tony Calandro, Blogging for VOX Global

“Companies that engage constructively in policy-making with regard to environmental management and energy efficiency issues stand to enhance their reputation among lawmakers and decision-makers.”

- Ann Davison, Remarks at the Public Affairs Council

“Perhaps the most promising and encouraging news to come out of the World Climate Summit was the great industry collaboration on display by numerous corporations. Nike is working together with industry competitor Puma on an initiative to reduce packaging in the apparel industry. Nike has also made available for others to use their Environmental Apparel Design Tool. Companies are quickly realizing that by working together they can accelerate the roll out of new cleaner more cost effective innovations that will benefit their company’s bottom line and the planet’s.”

- Alex Hahn, Greenbiz, December 2010

“Companies that put long-term resources into the innovation of socially-beneficial products and services can reap rewards; including finding ways to operate more sustainably and selling products and services that enable others to do so.”

- Jen Anderson, Blogging from Business for Social Responsibility 2010 Conference

The VOX team has a strong record of advising clients on sustainability issues. Through this work, we see the value the business community brings to the table in the national discussion and action agenda. Here’s what we’ve been saying:

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