Advanced energy has suffered blows to its image from a small number of negative events, which have been exploited for political purposes. Lacking a unified voice with the power to be heard, the industry has been unable to turn the tide. AEE’s Positive Energy Public Awareness Campaign aims to change that.

POWERFUL MESSAGES, POWERFULLY DELIVERED

Answering a call from business leaders, the Positive Energy Campaign will increase public awareness of the benefits of advanced energy. Positive Energy builds on successful efforts in two states to rebrand an industry caught in political crossfire, introducing advanced energy to influential audiences in key national and geographic markets across the country.

Now moving to centers of national influence, Positive Energy will deliver two main messages:

• Advanced energy enjoys widespread public support and approval

• Advanced energy has positive impact today, and greater potential for tomorrow

The Positive Energy Campaign will:

• Rebrand the industry as “advanced energy” rather than “clean” or “green,” emphasizing innovation and performance rather than environmental purity

• Establish the tangible value of advanced energy today, with more to come

• Utilize highly targeted digital advertising to drive the message to key audiences

Positive Energy will focus on key national and major media targets:

• Washington, DC – to boost influence among federal policymakers and opinion leaders

• New York City – to increase visibility in this center of finance, media, and political influence

• Bay Area/Silicon Valley/Sacramento – to create a presence in California’s leading-edge innovation and policy environment

The campaign will drive public awareness through:

• Opinion Surveys – to document public support of advanced energy as important for the nation’s future

• Research – to quantify the impact of advanced energy on U.S. economic activity (GDP), with data on revenue, taxes generated, and global market opportunity by industry segment

• AdvancedEnergyNow.net – an innovative microsite that will display the benefits of advanced energy in a graphic and interactive manner

• Advertising & Social Media – in addition to traditional and social media, highly targeted digital advertising will highlight impact and drive visits to the microsite

BUILDING ON SUCCESS

In initial efforts in Arkansas and Ohio, Positive Energy succeeded in introducing the concept of advanced energy and driving more positive media coverage of the sector. Through fact sheets, opinion surveys, and jobs reports documenting advanced energy employment that equaled established industries (mining plus agriculture in Ohio; hotel/motel in Arkansas), Positive Energy demonstrated high levels of public support for advanced energy and established advanced energy’s presence as an industry today. It also accelerated the growth and development of AEE’s state partner organizations, AEE Ohio and the Arkansas Advanced Energy Association, which will carry on image-building efforts for advanced energy in those states.

OPPORTUNITIES FOR ENGAGEMENT

AEE member companies will have a number of opportunities to participate in the Positive Energy Campaign, working with AEE’s Positive Energy team, which includes experienced traditional and digital communications experts with campaign experience in our target markets. For Positive Energy to have maximum impact, AEE needs business leaders to tell their companies’ stories of innovation, growth, and success. Members may be featured as success stories, be interviewed for print and broadcast news stories, co-author op-ed columns, and participate in public events. In addition, AEE will convene an Advisory Committee of business leaders who have experience in marketing and media to provide input and guidance.

POSTIVE ENERGY CAMPAIGN EXAMPLES

• Positive Energy Campaign in Ohio

• Positive Energy Campaign in Arkansas

Please contact us if you are interested in learning more about this initiative.