geaux petrochemicals campaign book

7/28/2019 GEAUX Petrochemicals Campaign Book

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Geaux Petrochemical 100-year anniversary campaignFinal Project MC4001

Spring 2012

Elise GanucheauKristina Lagasse

Sarah LichtermanCaroline NawasPatricia Pirozzi


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IntroductionFounded in 1913, GEAUX Petrochemicals is the largest petrochemical

company in Louisiana that provides more than 8,000 jobs across the state. GEAUXhouses eight different sites in Louisiana and is the states largest industrial

employer. GEAUX is an economic frontrunner and garners more than $1 billion for

Louisiana yearly. GEAUX manufactures over 100 basic and specialty chemicals, aswell as a variety of consumer products. GEAUX prides itself on hiring locally andstrives to remain active in the community.

GEAUXs anniversary celebration will include a series of events to express

appreciation to its employees, families and Louisiana residents. GEAUX would like toutilize the anniversary year and celebration to serve as a reminder that GEAUX is ahelpful neighbor to the community and Louisiana as a whole.

The companys 100th anniversary will take place in 2013. GEAUX has

partnered with a public relations firm to create and deliver a public relationscampaign for the celebration. The firm will work to build relationships with severaldifferent media outlets to increase the exposure of the companys achievements, as

well as the celebration itself.One reason for celebrating our 100th anniversary is to practice good

corporate citizenship by building positive community presence like the law firm ofWinston & Strawn. The firms 100th anniversary was an occasion to connect its pastto its present as well as reinforce organizational objectives. Mirroring Winston &Strawn giving back to its firms clients, GEAUX Petrochemicals wants to give back totheir employees and the Louisiana community.

In order to achieve these objectives, Winston & Strawn designed ananniversary theme and extensive plan. Their approach in this case was to start with

the future and work back, which is fitting for our 100th anniversary as well. The

anniversary theme should support a key principle of GEAUX Petrochemicals, which

is community. To make a personal connection to their community, Winston &Strawn videotaped commendatory messages from the firms top leaders. GEAUX

Petrochemicals board of directors will videotape personal messages to increase the

corporations visibility in their community.W.L. Gore and Associates created a corporate archive to excite employees

for their 50th anniversary. GEAUX Petrochemicals anniversary provides 100 yearsof information and history to be assembled into a corporate archive. The corporatearchive will serve as a source of knowledge for the employees and the communityon the companys progress since its start and the direction it is headed in for the

future. Current employees will be able to engage in the corporate archive to feel asense of community at work.

International Paper boosted employee morale through collective,recognition celebrations. In order to initiate programs for a company-widecelebration of their 100th anniversary, they established a Process Discovery toorganize company memorabilia. The Process Discovery will unite employees,retirees and customers to assemble company materials highlighting its differentaccomplishments and will establish goals for the anniversary celebration. By gaininginsight from the employees, retirees and customers we will better understand thegoals we want to accomplish for our anniversary celebration. Interviews from these


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three groups of people will format characteristic programs leading to theanniversary celebration to achieve their different goals. During the interviews, IPaccumulated personal stories from retirees and employees to publish a bookhighlighting the companys culture and history for its customers.

Metro Banks 100th anniversary campaign focused on celebrating the

banks history of being a locally owned neighborhood bank. They created theconcept standing the test of time by showing representations of key objects that

were approximately 100-years-old in their advertisements. In their televisionadvertisement they displayed a wristwatch, teddy bear and airplane in a sepia-toneeffect making the objects look historical. They transitioned into color for current daythat provided a warm feel. GEAUX Petrochemicals could use a similar concept of fortheir 100th anniversary campaign.

The concept standing the test of time was highly developed and

embroidered into the entire campaign. It was consistently used as a unified graphiclook that tied in with an anniversary logo. They used promotional items such as a200 page anniversary coffee table book, brochures, calendar and annual report, as

well as radio, TV and newspaper advertisements. In addition, a historical video tochronicle the history of the banks founders and the legacy they have left. GEAUX

Petrochemicals could implement the use of the coffee table book to highlight thehistory of the involvement with the company by the individuals and families livingin Louisiana. Also, to show how much the company has grown. A historical video ofthe founders leading up until today reiterates how GEAUX Petrochemicals workershave come from the surrounding community.

The DOW Chemical Company, a German based company, celebrates their50th anniversary campaign with the slogan, For the People For the Region Forthe Future. DOW is proud to be the largest chemical production site outside of theUnited States. DOW partners with many different charities and has provided over

one million euros for education projects and for social and cultural purposes. GEAUXPetrochemicals could use this principle of helping the community as a campaignproject. High-ranking employees could participate in a service day to show howGEAUX gives back to the community.

Across Germany, DOW sites celebrated with different events held forgovernment officials in the neighboring communities and its employees. Each eventbegins in the morning with a short welcome speech by DOWs two CEOs. This is

followed by an exhibition to familiarize the guest with the 50-year success story ofthe company. Next, guests were given a site tour and concluded with a Weisswurstbreakfast. The afternoon was completely dedicated to the employees and theirfamilies with plenty of food and activities for all ages. GEAUX Petrochemicals could

utilize the tactics of this event. It not only gives recognition the governmentmembers of the community, but also commemorates the employees and theirfamilies as well. The DOW Chemical Company CEOs and organizational teamreported that these events were considered highly successful. GEAUX could invitegovernment officials from across Louisiana to attend. At the end of the event theycan conclude with a traditional jambalaya brunch to highlight the Louisianatradition that is embedded into the company.

GEAUX Petrochemicals 100th anniversary is a monumental moment, and


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the anniversary theme, video messages, corporate archive, the Discovery Process,interviews, standing the test of time concept and participating in community

projects are all concepts that would help celebrate the companys successes andunite the company with the community.

1.Backgrounda. Target Publicsi. Primary:

1. Employees of GEAUX Petrochemicalsa. One of the primary target publics are the GEAUX

employees at all of the Louisiana locations. The100-year anniversary celebration aims torecognize the employees dedication to GEAUX

and its missions of serving the community. Inaddition, a community engagement campaignneeds the employees support and involvement.

2. Family of GEAUX employees.a. The families of GEAUX employees will also beconsidered a primary target public. Because oftheir relations to employees, family members areindirectly involved with the company. Thesefamilies have a direct effect on employees lives

and therefore, the companys success.

3. Louisiana residentsa. Residents are a main priority in the campaign.

Their support is vital to the success of thecampaign. The campaign focuses on gaining and

maintaining a positive relationship withresidents. Because of Louisiana residents

support, the company is able to celebrate 100years of service.

ii. Secondary:1. Traditional and nontraditional media.

a. Media will be used to help publicize the 100-yearanniversary celebration campaign. If utilizedeffectively, the media will further advertiseGEAUXs events. Through the use of media,GEAUX will also establish itself as a community-

conscious company.

2.Goalsa. Action-based objectives- To acknowledge the presence of GEAUX

Petrochemicals as the prominent local chemical company that iscommitted to hiring locally, promoting safety in the workplace andbeing an environmentally responsible neighbor to Louisiana residents.

i. To be take a proactive approach to responding to community


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projects by increasing funding by 25 percent.ii. To boost awareness of the petrochemical industry to university

and college students by 35 percent in the course of the year.

b. Awareness-based objectives- In order to garner public awarenessand to show appreciation for GEAUX employees, their families andLouisiana residents, relationships will be built with area media outletsto secure placements informing the public of the 100-year celebrationand its events.

i. To secure media placements in all major regions of Louisianain order to recognize GEAUXs yearlong celebration andcommitment to the community by 35 percent

ii. To increase employee knowledge of GEAUXs continuingdevelopments and activities by 70 percent throughout theduration of the year.

3.Strategies:a. To further publicize the 100-year anniversary celebration of GEAUX

Petrochemicals Louisiana Operations.

i. Tactics:1. To create a flier of 100 fun things to do in Louisiana to

distribute to residents within 50 miles of a GEAUX site.2. To distribute press releases to major Louisiana news

outlets regarding the 100-year anniversary celebration.b. To celebrate Louisiana residents and remind them of GEAUXs

commitment to the community and Louisianas environment.

i. Tactics:1. To hold an annual golf tournament and donate the

proceeds to Louisianas Sierra Club with GEAUXsmission of preserving the environment.

2. To sponsor a centennial tree planting ceremony toreinforce environmental preservation.

3. To hold a fundraising competition encouragingLouisiana schools to collect 100-items per week to bedonated to a local food bank.

4. To host a 5K charity race that marks the end of the 100-Year celebration campaign with all proceeds benefitting

Manners of the Heart.5. To acknowledge Louisiana citizens dedication to

GEAUX, the CEO will give a speech at the 5K charity race.

c. To celebrate past and present employee dedication to GEAUX bychronicling its history.

i. Tactics:1. To document our corporate history into a coffee table


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book to honor past employees and management.2. To donate the coffee table books to local businesses

around the community to inform the public of our longhistory of accomplishments.

d. To increase the corporations visibility in the community.i. Tactics:1. To videotape personal messages from the board of

directors to local citizens on GEAUXs Facebook page toestablish a more personal connection with its audience.

2. To provide local newspapers with news releasesupdating the community of the progress of ourfundraising efforts leading up to the centennialcelebration.

e. To boost employee morale and unite employees, retirees andcustomers.

i. Tactics:1. To implement the Process Discovery to collect feed backfrom employees, retiree and customers and what they

value from the company.2. To hold monthly employee focus groups throughout the

year.f. To increase Louisiana resident involvement during the 100-year

anniversary celebration.i. Tactics:

1. To design a functional logo that resonates with thecommunity.

2. To encourage Louisiana resident involvement in the100-year celebration by distributing engaging newsreleases and events.

g. To increase awareness and promote student interest in thepetrochemical industry.

i. Tactics:1. To reach out to colleges and universities by hosting a

professional seminar called Explore Petrochemicals.2. To sponsor chemical engineering organizations on

campuses across the state.

4.Executiona. Implementation/Timeline Workplanb. Collateral Materials

i. Postcard- Kick-off event"ii. Kick-off event- Employees & Family of GEAUX Petrochemicals

iii. Press Releaseiv. Facebook Eventv. Handout- 100 Things to do in Louisiana

vi. Finale event- May 1, 2013


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vii. Speech at 5k by CEO of GEAUX Petrochemicalsviii. Coffee table book mailed to families of GEAUX, volunteers of

events and local businesses

5. Evaluation Methodsa. Action-based Goalsi. To measure the prominence of Geaux Petrochemical as the

leading company for promoting safety in the workplace, hiringlocally and being an environmentally responsible neighbor toLouisiana residents, we will conduct a pretest and a posttest.We will mail Louisiana residents a survey to assess theirknowledge of GEAUXs foundations before the campaign is run.

It will also give us insight on our weaknesses to improve uponthroughout the yearlong campaign. At the end of the campaignwe will send an evaluation survey to Louisiana residents toassess our strategies and tactics.

ii. To monitor spending for funding community project, we willkeep detailed records on our annual financial report. After theindividual projects have been completed, we will write a reportfor the impact our money had on the organization. We will takethis into consideration with determining which communityprojects we need to pay more attention to.

b. Awareness-based Goalsi. To secure media placements with news outlets in all major

regions of Louisiana in order to recognize GEAUXs mission

and successes. At the end of the year we will assess the

exposure of the GEAUXs mission in the media by usingcirculation figures and audience-size data. This will allow us tosee whether the message was a success or not.

ii. To increase employee knowledge of GEAUXs continuingdevelopments and activities by 70 percent throughout theduration of the year. We will measure the knowledge ofemployees by conducting a survey featuring questions GEAUXemployees should be able to answer. A pre-test and a post-testwill be administered to determine the employees increase in

knowledge.

geaux petrochemicals campaign book

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