Advocating for Hydropower in aChanging Northwest

History

• September 2005: “Coalitionfor Smart Salmon Recovery”

• “Be a strong voice to protectand promote the multipleuses” of the hydro system

• Engage in FCRPS media,policy, science and legalmatters

• Represent diversemembership (farmers, utilities,ports, barging companies,businesses and river users ofall kinds)

What’sworked inthe past

4

Adapting toa new world

IntroductionOur goal is to do the necessary preparationand establish a solid foundation for ourmarketing plan and social media launch thatwill set us up for success.

A woodsman was onceasked, “What would you doif you had just five minutes

to chop down a tree?”

He answered, “I wouldspend the first two and a

half minutes sharpening myaxe.”

*“Objectives and Philosophy of Public Affairs Education” by C. R. Jaccard

We want tobe perfectlyclear about…

Whowe are

Whatwe do

Why wematter

How wecan help

Establishing our general narrative

Foundation of a General Narrative

Compelling Content

Attract New Audiences

GENERAL NARRATIVE

TARGETED NARRATIVES

A Hero’sJourney

A hero hasa problem

Meets a guidewith a plan

That calls thehero to action

That helps thehero save theday

Therebytransforminghim/herself

Example: Save Our Wild Salmon

“But we have a fight on our hands…Our well-financed opponents are pulling out all thestops to block this funding and preventpeople from talking to each other.We need your help! If you live in WashingtonState: call and write your State Senator andtwo State Representatives”

ConcernedNature-lover

Donate,Write,Rally

SOS

Save ourSalmon

Empoweredactivist

A Hero’sJourney

Building the NWRP generalnarrative

Our Hero – “The Sway-able”• Doesn’t strongly align with a side• Likes salmon, orcas, and clean energy• Lacks a complete understanding of issues• Hero’s Problem: Wants a solution to climate

change, salmon, and social equity issues

A hero hasa problem

Meets a guidewith a plan

That calls thehero to action

That helps thehero save theday

Therebytransforminghim/herself

The Guide – “Us! (NWRP)”• Cares about the same thing the hero does• Has experience and knowledge• Has a plan of action for the hero to follow

Call to Action – “Get Involved!”• Retweet• Write• Volunteer• Help educate your friends

Saves the Day – “Protects our CleanEnergy”• Thereby becoming part of a bigger movement

Getting specific

Developing the right narrative(s)

TargetedNarrativeConcepts

Combatting climate change

Clean air and pollution

Regional livability

Energy justice and affordability

Economic sustainability and opportunity

Hydro support for salmon

Public call-to-action for salmon

TargetedNarrativeConcepts

Combatting climate change

Clean air and pollution

Regional livability

Energy justice and affordability

Economic sustainability and opportunity

Hydro support for salmon

Public call-to-action for salmonEthical

LogicalEmotional

Ultimately,we want all ofour narrativesto connectemotionally.

Combatting climate change

Clean air and pollution

Regional livability

Energy justice and affordability

Economic sustainability and opportunity

Hydro support for salmon

Public call-to-action for salmon

Combattingclimate change

Making the connection betweenclean energy and hydropower, andtelling the story of our renewableresource

Clean air andpollution

Making the valid case forhydropower and the role in plays inkeeping our region cleaner andhealthier to live in

Regionallivability

An issue that hits home withanyone and everyone whoconsumes electricity

Energy justiceand affordability

Taking care of our low-incomepopulation and nurturing smallbusinesses

Economicsustainabilityand opportunity

The logical approach that appealsto those who value a strongeconomy and an abundance of jobopportunities

Hydro supportfor salmon

Showcasing the great lengths thathydro goes to in order to ensurethe survival of salmon

Public call-to-action forsalmon

Shifting the conversation awayfrom hydro (relieving negativeattention towards dams) bydiscussing what the public can andshould be doing to help salmon

Communications Committee

“Stop climate change” – Megan Stratman, NRU

“Save our hydro system” – Katie Pfennigs, Flathead

“Save our communities” – Kathy Ursprung, Port of the Dalles

“Tie Snake R dams to overall hydro system” – Erica Erland, Clark PUD

“Keep NW Livable” – Bo Downen, PPC

“Keep NW Livable” – Austin Rohr, NWRP

Social MediaStrategy

1. STUDY

2. SET GOALS

3. DEVELOP

4. PLAN

5. REFLECT

Timeline for Marketing Plan and Social Media Launch

1. Draftnarratives / new

look & feel

2. Present tomarketing

agency

3. Test brand &stories

4. Design &deploy

COMPLETE 1-2 MONTHS 1 MONTHS 1-2 MONTHS

SOCIAL MEDIA LAUNCH

BY END OF AUGUST

• Identify our generalnarrative

• Draft targetednarratives

• Brainstorm ideas andfind examples fornew direction

• How to reach newdemographics

• Help tailor narratives• Redesign website• Update look and feel

[Logos, pictures, words,colors etc.]

• Polling• Focus groups

• Unveil new logo• Roll out content• Launch social media• Introduce new

website

You are here

Other Fronts

1. CRSO EIS

2. DC

3. WASHINGTON DAM BREACHING STUDIES

4. IDAHO FORUMS

5. LEGAL

Appendix Slides

Social MediaStrategy

1. STUDY

Social MediaStrategy

1. STUDY

Social MediaStrategy

1. STUDY

LAUNCHING WITH PURPOSE

Preparing for February 2020

Why are we targeting the end of August?

• Social media use slows in summer and picks back up in the fall

• Being fully prepared ensures audience experiences minimalchange and receives our message in the most positivemanner

• Launching later into the year may not give us enough time toestablish a foothold and gain traction ahead of February

It is our goal to connect with new audiences and increase thefavorability of hydropower to ensure a positive outcome when thepublic comment period opens.

In February of 2020, the EIS will bereleased and the public comment periodwill begin. This is a crucial time forNorthwest RiverPartners to have publicopinion in our favor and be able toencourage them to participate in publiccomment.

Example: Star Wars

32

Luke

Use theForceObi-

WanKenobi

DestroysDeathStar

Stepstowards JediKnighthood

NEW CHANNELS

Cross-Media Channel Comparison:

Cost to reach 1000 people