Tara Smith Anderson
Director, External Mobilization
API Tanker Conference
May 22, 2012
M O B I L I Z AT I O N M O D E L
Engage & Educate
Stakeholder Groups & Interests
General Public
Industry Employees
Strategic Partners
EXPANDING
THE ENERGY BASE
Registered
Voters
Investors
Royalty
Holders
ENERGY
CITIZENS
Micro-Targets
Affordable &
Reliable Energy
Economic Growth
& Employment
Increased
Energy
Production
Retirees
More Jobs
Increased
Energy Security
Access to
Oil & Natural Gas
Resources
Labor Groups
Women
Veterans
ENERGY
NATION
Motivate
Vendors & Suppliers
Employees & Families
Increased
Shareholder
Value
ENERGY
FORUM
Business Groups
Affinity Groups
Conservation & Outdoor
Environmental Performance & Integrity
Activate
C R E AT I N G A N E N E R G Y B A S E
GRASSROOTS
GRASSTOPS
STRATEGIC
PARTNER
ISSUE
CAMPAIGNS
ENERGY NATION
ENERGY FORUMS
THIRD PARTIES
OIL SANDS / PIPELINE
HF
ENERGY CITIZENS
OCS
MICRO-TARGETS
TAXES
ACTION
Calls to Congress and Administration
Letters to Congress and Administration
Town halls | Rallies | Hearings
Coalition Building
E-Communications
Political Outreach | Energy Literacy
Strategic Partner Relationship
Earned Media: LTEs, Op-Eds, Ed Boards
District Visits | Fly-ins
Constituency Relations
E N E R G Y N AT I O N
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Launched: July 2010
Target Audience: Oil and natural gas
industry employees, retirees,
vendors/suppliers
Mission: Recruit, educate and activate
industry constituents around key
issues.
Growth and Evolution:
- More than 118,000 advocates
represented in all 435 Congressional
districts
- 40 active; 21 pending member
company partners
- 93% advocate retention rate
- 21,000 advocates generated nearly
66,000 letters and more than 52,000
petition signatures
energynation
22%
49%
10%
9%
10%
Directly Employed
Retiree
Vendor/Supplier
Family/Friend
Other
E N E R G Y N AT I O N
Energy Nation invites industry members to:
Explore critical issues facing the industry;
Share firsthand perspectives to policymakers to
affect positive change; and
Connect with each other via social networking
platforms.
E N E R G Y N A T I O N PA R T N E R S U P P O R T
Energy Nation is a fully-customizable program that can support industry partners in a
variety of different capacities.
Partnered
Outreach
• EN develops recruitment and mobilization materials.
• CB&I uses EN as their grassroots program – custom action alerts from CEO Phil Asherman.
• Newpark is leading driller-to-driller EN competition, Noble sends EN material to
employees, Rowan hosted EN CEO breakfast in Houston.
• Parker Drilling sends EN alerts and Baker Hughes CEO has filmed video testimonials.
Ally Engagement
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EN cultivates partnerships with industry groups and associations.
WSPA uses EN content in e-comms to their membership.
NMOGA and CPA are also engaged in the EN program.
Energy in Depth partners with EN on Ohio-specific action alerts and educational materials.
Existing Programs
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EN collaborates with existing grassroots initiatives.
EN provides action alerts and issue briefs to industry employees.
Shell uses EN-branded resources, Halliburton utilizes EN messaging
Chevron participated in the SOAE Webcast by sending alerts to employees.
E N E R G Y N AT I O N
The Faces of Energy Nation
• Nancy Schmitt – “Energy Mom” blogger
• Engineer, management consultant and investment manager in New York
•Submitted questions for SOAE webcast
•Includes EN information on her blog
• William Huber – Business Analyst
•Submitted his story on EN “Share Your Story Facebook tab
•Places high priority on energy independence
• Monica Olson Johnson – Environmental Scientist
•Was introduced to EN on Facebook, indicating that she “went to school for
microbiology” and “now bleeds oil and gas”
•Has taken more than 8 EN actions
ENERGY CITIZENS
www.energycitizens.org
Launched: August 2010
Target Audience:
Voters without a direct connection to the oil and natural gas industry
Membership and Reach:
More than 600,000 Americans
Members in all 50 states
At least 300 members in every Congressional district
WHO IS AN ENERGY CITIZEN?
• Data indicates our base skews male, but has breaks by issue.
Environmental
Realists
Economically
Concerned
Politically
Savvy
National
Interests
Analyzed Individuals
7,417
16,580
13,526
6,108
Gender - Male
72%
56%
63%
54%
$44,712
$32,085
$48,932
$46,312
89%
68%
91%
92%
36
42
43
37
22%
36%
41%
30%
23
34
25
32
Household Income
Neighborhood
Age
College Educated
Commute Time
• Energy Citizens have strongly held political beliefs, nationalistic
tendencies, are eternal pragmatists
• Are very religious, have informed political knowledge and right of center
beliefs
• Love Sports – in particular Motorsports nationwide
W H AT D O E N E R G Y C I T I Z E N S D O ?
Energy Citizens Educate, Activate, and Organize Online
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Volume emails, comments, and calls to Congress, EPA, Administration
• Issue discussions and debates
• Social sharing and promotion
• Voter registration, election resources
ENERGY CITIZENS IN LOCAL COMMUNITIES
- Hundreds of Energy Citizens participated in BOEM hearings in 6 states
- More than 200 Energy Citizens greeted President Obama’s motorcade in OK
chanting, “Keystone Yes!” and again the same day in OH
- More than 1,000 Energy Citizens attended DEC hearings in upstate New York, many
also providing testimony
- PA Energy Citizens held personal roundtables with Congressman Altmire and
Murphy
- Thousands of Energy Citizens will go to rallies and Vote4Energy across the country
in 2012
M I C R O - TA R G E T S
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Launched: 2008
Target Audience: Political micro-targeting examines a combination of political,
consumer, demographic and geographic data in order to identify voters who
support specific policy positions, or who can likely be persuaded to support
specific policy positions.
Membership and Reach:
– 10.5 million voters in 31 states
– Able to reach The White House, 62 U.S. Senators, 256 U.S. House members, 31
Governors and thousands of State Legislators
Mission: Identify, recruit, educate, engage, and mobilize citizens to voice support,
participate in the energy-policy debate, and affect change at all levels of
government.
Added 2008
Added 2009
Added 2010
Added 2011
Activation Spotlight
So far, in the 2011 – 2012 election cycle, our micro-targets generated 8,321,194
communications on priority issues, including:
Access
HF
Rallies and Keystone
Hearings
XL
Senate - Patch
Through Calls
24,309
House - Patch
Through Calls
White House Patch Through
Calls
28,580
Mailer
NAAQS
Taxes
14,210
50,528
10,374
37,499
59,109
673,238
65,930
665,000
600,000
Live Call
151,024
54,500
16,024
141,520
275,000
Robo Call
272,000
836,344
308,918
520,000
195,402 3,220,000
A M E R I C A’ S E N E R G Y F O R U M
• Launched: October 2008
• Target Audience: Politically influential third parties – “grasstops” –
including “political family” members of local, state, federal lawmakers and
federal candidates
• Membership and Reach: 27 States
• Mission: Orchestrate new public policy outcomes for the industry by
surrounding lawmakers with the most politically persuasive grass-top
constituents supporting energy issues.
Added 2008
Added 2009
Added 2010
Added 2011
A M E R I C A’ S E N E R G Y F O R U M
ISSUE OUTREACH ACTIVITIES:
Hydraulic Fracturing (HF)
• Mobilized hundreds of supporters in North Carolina to participate in local
public hearings in support of HF
• Implemented a series of educational seminars in New York on HF
• Hosted several other events in North Dakota, Ohio and Pennsylvania
OCS – BOEM Seismic Study Hearings
• Coordinated attendance, speakers and media coverage for hearings in Florida,
North Carolina, Georgia, South Carolina and Virginia
Keystone XL Pipeline
• Generated a letter of support to President Obama in support of the Keystone
XL Pipeline signed by 248 veterans & 241 local officials
• Placed 19 OpEds/LTEs
• Hosting webinars for the Chamber of Commerce organizations along the route
PRESIDENTIAL PROGRAM
PRIMARY
Targeted States: Florida, Iowa, Michigan, New Hampshire, Nevada, North Carolina & South
Carolina
Activities:
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Conducted statewide polls that showed support for increased access to domestic energy,
Recruited voters to attend the Iowa Straw Poll and the New Hampshire and South
Carolina primaries as “Energy Voters”
Engaged Energy Voters and Presidential hopefuls in priority issues such as hydraulic
fracturing and Keystone XL Pipeline
GENERAL
Targeted States: Florida, Iowa, Michigan, Nevada, North Carolina, Ohio, Pennsylvania
Activities:
• NC Energy Voter Initiative
• Minority Outreach Program
• “What’s Up With Gas Prices?” Webinar for elected officials
• Congressional Town hall meetings focused on energy issues
S T R A T E G I C PA R T N E R S
Focus at the State and Local Level:
Local Elected
Officials
Veterans
African
American
Community
API Member
Suppliers & Vendors
Labor
Groups
Women
Latino
Community
Conservation/Outdoors:
Hook & Bullet
2012 OUTREACH ACTIVITIES
Political Activities:
 Conduct Candidate Issue Briefings;
 Generate Pressure for Public Policy Priorities;
 Strengthen Favorable Environment for Public Policy Agenda;
 Facilitate & Support GOTV Campaigns among EN, EC, Micro-targets,
and Strategic Partners
2012 OUTREACH ACTIVITIES
Energy Educational Events:
 Organize Rallies, Picnics, Lunch & Learns in targeted states
 SOAE events with Governors: CO, NM, MT, MI, SC, and others
 Organize and/or Participate in Energy Conferences with Mayors,
Attorney Generals, Lt Governors, & County Councils;
2012 OUTREACH ACTIVITIES
Fly-Ins & Hearings:
 Affinity Groups Fly-In
 Veterans Fly-In
M O B I L I Z AT I O N TO O L S
VT
NH
RI
CT
NJ
DE
MD
SPCs
Allies
Blue outline = Rally
Microtargets
Energy Forums
Energy Citizens
Energy Nation
APPENDIX
http://www.flickr.com/photos/energycitizens/page4/