Project 01| UPower

For my Business of PR class, me and a partner put together a public relations campaign for our client, UPower. UPower was a fictional natural gas company, although the company was fictional we worked under "real-life" conditions, corresponding with our client weekly and assumed PR agency roles. 

Executive Summary:

The Company (The name of the fictional PR agency we worked for)  proposes an event driven, 7-month campaign that will launch uPower into the Denver community. On a $500,000 budget, The Company is prepared to offer 10 promotional events and charitable functions, social media maintenance and media outreach. The campaign is designed to (1) Increase awareness of uPower in the Denver region by 40% by 2016 (2) Increase positive perceptions in the Denver community by 25% by 2016 (3) Generate a minimum of 250 names as leads for the uPower sales team by 2016.

The Campaign is based on three key messages, (1) uPower cares about Denver and the Rocky Mountain region (2) uPower cares about the environment (3) uPower is invaluable to the area as a business. To distribute uPower’s key messages, the campaign will harness major influencers in the area. The chosen influencers include; Union members, National Guard, Rotary Clubs, NGO’s and the Denver Broncos. These influencers will be integrated into all aspects of the campaign, playing a crucial role in the process to increase positive brand perception.

Colorado is the most educated region in the state; therefore the campaign will also rely heavily on media outreach to the most respected news reporters in the industry, primarily focusing on the Denver region. The campaign will target reporters through exciting media events and desk side interviews. The relationships built through media outreach will amplify the 10 planned events and charitable functions throughout the Denver and the Rocky Mountain region.