Transcript Branding
Branding You Have to Get Their Attention First Ann S. Bisconti, PhD Bisconti Research, Inc. [email protected] Buzz: Nuclear Energy is “Cool” BRi Students Talked about Education and Career Choices University engineering majors—chemical, electrical, mechanical, nuclear Exelon engineering interns Areva community college and high school interns BRi Early Influences Ideas about ideal job features formed early: interests, aptitudes, and values Ideas about courses of study influenced by parents and teachers Ideas about industries formed from mass media, familiar products, common wisdom Changeable with familiarity and contact BRi Career Considerations Salary Location Job security and career advancement Cool stuff to do—ownership of projects, work areas—I own that, I did that Make a difference, be proud of what I do BRi Perceptions of Nuclear Careers: Students in 2000 Well paid Monotonous, boring (unless something goes wrong) Regulated, bureaucratic Old, dying Dangerous Stigma—image among public, my family Homer Simpson BRi Perceptions of Nuclear Careers in 2005 After Internships Well paid Cool stuff to do, I did that New plants, excitement about future Job security and opportunities due to growth and retirements, plant can’t be outsourced abroad Make a difference BRi Opportunity to Attract Attention: Branding Energy Careers Cool! Branding Energy Careers: Make a Difference Energy Supply Energy Demand Climate Change/ Clean Air Oil and Gas Costs Geopolitical Consequences BRi BBC Poll, June 2006: Percent of Americans Concerned About Global Energy Issues Energy shortages and prices will destabilize world economy 82 Way the world produces and uses energy is causing environmental problems including climate change 82 Competition for energy will lead to greater conflict and war between nations 79 0 25 50 75 100 BRi Changing Image 68% Favor Use of Nuclear Energy (NEI Trend 1983-2006, Annual Averages) 80 Favor Oppose 60 40 68 49 46 29 20 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 BRi There’s a Future! NEI Poll, September 2006: Public Support for Nuclear Power Plants Renew licenses Prepare to build 83% 76% Definitely build 63% Accept new reactors at nearest plant 68% BRi Buzz About the Future BRi Buzz About the Future BRi Branding Nuclear Energy BRi : Three Years Ago (NEI Poll May 2003) Few Were Aware of Any Favorable News about Nuclear Energy None 76 Heard unfavorable news 14 Heard favorable news 9 Heard news--not sure if favorable 1 0 25 50 75 100 BRi NEI Poll, September 2006: Now Many Have Heard Favorable News Need for nuclear energy 58 Need to build more nuclear plants 49 Nuclear for clean air 47 Nuclear for global warming 44 0 20 40 60 80 BRi Workforce Engaged BRi Safety First—Great Performance BRi Communicating About the Job Cool Stuff to Do! I Want to Know… What will I do there? What else could I do there? Other opportunities? Diversity of jobs? Advancement? Security? Retirements? Salary? What’s interesting about work there? How will I make a difference? Where can I get more information (what’s on the web site)? BRi Communications Turn-offs Boring covers—100s of brochures compete Talking heads—what does she do? Too general— she loves her job, but what does she do? Unrealistic—lots of beautiful young women with jewelry Cap and gown pictures of college graduates No captions BRi Communications Appeals Beautiful, dynamic cover showing people doing interesting things, cutting edge technology Branding messages about the technology, industry—promote positive image “Do you want a career that counts?” Diversity of types of work shown Realistic, interesting work environment Less text, more bullets answering questions people have Web information listed BRi Branding Careers in Energy Window of opportunity to get attention Common themes for energy careers: Interesting diverse work opportunities Bright future Make a difference: Careers that matter! BRi