GenPower LLC.
Calypso Communications delivers a comprehensive marketing communications & crisis management program, along with two websites for GenPower Holdings and Longview Power.
THINK
GenPower is a leading U.S. developer of clean energy projects, with a unique focus on renewable energy technologies and backed by First Reserve, the nation’s largest energy-focused private equity partner. GenPower required a strategy to tell the story of their new company to the power development and investment community from a position of strength and clarity. As the holding company for a variety of power projects in various stages of development, GenPower needed to identify and separate its corporate message and image platforms from its projects while positioning the company for significant growth. The company’s largest project, Longview Power, is a 695-MW (net) supercritical pulverized coal facility under construction in West Virginia that will begin operations in 2011 as one of the cleanest, most efficient solid-fuel power plants in the United States. However, because it is a coal plant, Longview poses the greatest risk to the reputation of this emerging corporation with a goal of developing “clean” energy. AMDRI, GenPower’s not-for-profit affiliate, operates an acid mine drainage treatment facility to mitigate the ecological impact of contaminated water from a nearby abandoned coal mine. While the treatment facility addresses one of the region’s most pressing environmental concerns, Longview presents communications challenges for GenPower as the company focuses on renewable energy development.
CREATE
Calypso developed a protocol and messaging platform to effectively promote GenPower’s multi-fuel strategy, and an additional messaging platform to conveythe attributes of Longview Power and AMDRI. Calypso recognized the need to have a website dedicated to positioning GenPower among its constituents; and a system of linked but separate power project websites that are geared to the local communities and provide specific information to the affected municipalities and their citizens.
DELIVER
Calypso designed and launched an ongoing thought-leadership campaign designed to position GenPower as an industry leader and attract potential partners. By demonstrating the company’s expertise through industry events and thought leadership opportunities, establishing a presence where energy deals are made, communicating GenPower’s clean energy strategy and momentum via media relations, and providing ongoing crisis communications and messaging consultation Calypso is increasing awareness of the company with the end goal of attracting new business opportunities that will fuel the company’s growth. As part of this campaign, Calypso completed an Economic Impact Analysis which highlighted the fiscal and employment benefits to the community in order to provide fact-based benefits to enhance the Longview Power communications initiatives. Calypso completely redesigned GenPower’s website to showcase the company’s clean energy strategy and highlight the company’s industry leadership. Calypso is also designing a website for Longview Power.
