A DAM Challenge
Connecting with your
audience on the fly
OUR
DAM STORY
In 2014 we completed the $870 million
purchase of 11 hydroelectric generation
facilities and associated assets
With the purchase, we acquired:
• 633 MW of Clean Generation
Capacity
• 85 New Hydro Employees
• 1 Once-in-a-Lifetime Ownership
Opportunity
And: • 1 New DAM Communications Challenge
Rivers and Parks Safety Messaging
BUILDING THE
DAM CAMPAIGN
Our Biggest Challenges
1. People don’t pay attention to safety signs
2. Their litter makes its way down river and
gets caught in the dams
3. They don’t know what our sirens mean
or what to do if they hear one
4. It’s not just customers – it’s travelers, too!
STOP Signs
LOOK Trash
LISTEN Sirens
Targeting Strategies
Memorial Day to Labor Day
Weekend-Focus
Travelers
• On-the-Go
• Planning to Be On-the-Go
Geo-fenced Near Dams/Parks
THE DAM
CREATIVE
RADIO
OUTDOOR
DIGITAL
DIGITAL
FROZEN BILLBOARDS
BONUS! TWO SUMMER CENTENNIAL CELEBRATIONS
DAM OUTCOMES &
LEARNINGS
Built the foundation for a strong working
platform going forward – new employees
felt confident working with the new
creative team because they saw direct
action based on their feedback
They invite us to their meetings
They seek our input
They support our efforts
NOW,
ARE THERE ANY
DAM QUESTIONS?