CASE STUDY: ADAGE

ADAGE was a joint venture between AREVA and Duke Energy, two highly respected and well-capitalized energy companies, with one common goal: take the biopower industry to remarkable new heights. Formed in September 2008, ADAGE supported sustainable economic growth through the development, construction and operation of new biopower facilities that use wood waste from forestry operations.

ADAGE hired Pac/West in the spring of 2009 to help them with outreach bringing renewable biopower to the West. In this capacity, Pac/West developed a strategic communication and government affairs plan to complement and support ADAGE’s efforts. More specifically, Pac/West’s work focused on positioning the company for success by developing a strategy to communicate the benefits of bringing biomass power to the region. Once the plan was developed, Pac/West guided the company’s public relations efforts; building and maintaining public and community support for the project.

Pac/West conducted research and identified prominent issues of concern to the community—the environment and job creation. Using a data-driven approach, Pac/West developed effective messaging and creative materials including newspaper and radio advertising, direct mailers and campaign signage in the community. Pac/West helped Adage build relationships with opinion leaders, elected officials and relevant decision-makers. We helped develop the communication tools (talking points, talking papers, fact sheets, issue briefs, brochures, website content, press kit) and production timeline necessary for a successful campaign. And, when it was time for key decisions, Pac/West was successful encouraging people to show up for the community meetings. For one media event, the Pac/West team garnered more than $95,000 in earned media coverage through TV, print, radio and online outlets.

Although Adage was expanding its community support for the project, an economic determination was made by the East Coast company to discontinue the project. Obviously, with job creation being such an important issue for a small town in the Pacific Northwest, the community received the news with mixed emotions.