Perspectives

The challenge was simple - create positive sentiment to counter 100 million dollars of negative advertising, misinformation and PR from the petroleum industry and develop support for an advanced biofuels industry that didn't yet exist. On a budget.  In 2010, the principal at Coherent Marketing planned, developed and implemented an  integrated media campaign with a new website, digital and social media, participation by the general public, and public service announcements on TV.  By the end of the campaign, the campaign had achieved some impressive results:

  • More than 100,000 people visited the booth where the campaign was launched during the 2010 State Fair
  • 550 unpaid green-screen video endorsements by the general public in three thematic areas - biofuels are good for the economy, environment, and strategic security
  • Twelve 30 second PSAs were created from the video endorsements that were seen by more than 80% of North Carolina residents.  Airing them during March Madness helped, too.

The principal at Coherent Marketing launched and branded the Biofuels Center of North Carolina and as part of the organization's communications goals obtained and led a federally funded American Recovery & Reinvestment Act public education campaign about cellulosic biofuels in North Carolina.  He drafted the campaign plan and led a small team of contractors to implement the plan between the end of October 2010 and April 2011 and despite a highly compressed timeline, successfully managed an integrated media campaign that generated millions of positive interactions about advanced biofuels. 

The campaign began with a green-screen booth at the NC State Fair that solicited unpaid endorsements about biofuels from the public.  Using talking points, more than 550 videos were generated over the 10 days of the show at an average of one every 10 minutes from the approximately 100,000 people who visited the booth.   Within 24 hours of being shot, the greenscreen videos were edited and uploaded with appropriate metadata to a new dedicated biofuels Youtube Channel and embedded on searchable pages on the NC Biofuels campaign website. 

We have assisted the Advanced Manufacturing Alliance develop and implement a strategic approach to its communications infrastructure, branding, and develop common messaging among the partner organizations.  This is a key element for consortiums where members have disparate brands, strengths and priorities. We developed a website with partitioned user access for the 10 community colleges, file storage and transfer capabilities for curricula and video, and a built-in browser-based video conferencing capability to ease interactions among colleges widely dispersed across North Carolina.   Already, searching for "advanced manufacturing, NC" shows the Alliance at #1 in Google.  Coherent Marketing was selected for this project, which is the larget single grant to a community college in the 50-year history of the North Carolina Community College System.  We have provided guidance on how to effectively post updates on progress, thereby positively impacting student recruitment, economic development positioning, Google ranking, search visibility and transparency with the grant funders, the US DOL.