A National Advocacy Day for Bioenergy

Through 25 local events, Hillenby helped the Biomass Power Association raise awareness about the economic and environmental benefits of bioenergy. 

Challenge

Bioenergy produces over 20% of all renewable energy in the United States, yet it is often overshadowed by other alternative sources such as wind and solar. The Biomass Power Association (BPA) hoped to raise awareness of the economic and environmental benefits of bioenergy among local beneficiaries of biomass as well as Washington, D.C., influencers.

Solution

Hillenby developed “National Bioenergy Day,” which enabled BPA members and other generators to open their doors to customers, legislators and media to learn firsthand about bioenergy. Twenty-five local events were held, which highlighted the specific local economic and environmental benefits of biomass. Local biomass generators teamed up with companies along the biomass supply chain to conduct briefings and tours for prominent local officials and members of communities that benefit from the energy source. Several universities also held daylong interactive events featuring speakers, panel discussions and activities for students to learn how bioenergy works.

Results

  • Twenty-five events were held at biomass facilities and universities in 13 states and Canada, involving state and local government leaders, biomass power recipients, academia, and biomass power generators.
  • Across the country, nearly two dozen print, trade and broadcast media stories cited “National Bioenergy Day.” The tone of the news coverage was overwhelmingly positive and successfully explained the energy source on a local level.
  • Hundreds of tweets captured the activities of National Bioenergy Day on BPA’s Twitter feed, @USABiomass, using the hashtag #Bioenergyday.
  • BPA President Bob Cleaves sent personal emails to tax and energy staffers of members of Congress and Senators in states and districts hosting events about the local benefits of biomass.
  • State legislators in California, Maine, New York and Oregon attended events. Oregon gubernatorial candidate Allen Alley and Grand Rapids, Minn., Mayor Dale Adams also supported their local events with speaking roles

Expertise

  • Coalition Management
  • Creative Services
  • Digital & Social Media
  • Editorial Services
  • Media Relations
  • Media Training
  • Messaging

Industry

  • Energy