Poster Series

The NEFCO logo Designed by Calypso

THINK
NEFCO is a rapidly emerging North American biosolids leader, with significant geographic and service expansion throughout the U.S., Canada, and Mexico. Calypso was approached by New England Fertilizer Company, aka NEFCO, because it wanted to revitalize its company name, logo, and brand identity as a key component to enlarging and energizing its business development efforts. Calypso understood NEFCO’s immediate needs to reinvigorate its business, raise the company’s visibility through the development of a strategic branding initiative, and advance the reach and impact of its corporate persona to drive the company to a nationwide industry leadership position. Our strategy was to harness previous company successes and demonstrate how this experience – coupled with new technologies, strategic alliances, and other initiatives – will move the company forward.

An Ad for the NEWEA Journal and Stationary System

CREATE
Calypso assisted NEFCO by creating a messaging platform that positions and characterizes NEFCO in a clear, compelling, and consistent manner for use in all strategic marketing communications and as the foundation for all creative executions. Positioning statement, value propositions and core messages were developed after a branding research phase that explored the company’s current reputation and self-beliefs alongside that of the competition. A comprehensive naming exploration phase resulted in the decision to use a well-known acronym for the company in place of a corporate name change.

DELIVER
Upon the adoption of the new corporate naming and messaging, Calypso conceived a memorable, nationally relevant tagline for the corporate name NEFCO and created a new brandmark including the logo symbol and logotype that reflects the look and feel of the company. A comprehensive manual of brandmark guidelines was developed to ensure that internal and external marketers of NEFCO are complying with the new graphical and messaging standards. Calypso developed a cohesive set of corporate identity materials such as corporate stationary, business cards, and presentation template. Prior to the adoption of the new logo, Calypso crafted a transitional trade show booth and brochure. A new website is currently under development.

The GenPower.net Homepage

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.

The GenPower.net Interior Page

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.

THINK

A Collage to Commemorate Wheelabrator's 100th Anniversary

Wheelabrator Technologies Inc. is a multi-billion dollar unit of Waste Management, Inc., the nation’s largest waste management services company. Wheelabrator is one of the nation’s most successful developers, owners, and operators of municipal waste-to-energy projects.

Industry growth has been continuously challenged for the past 30 years by general public opposition to waste disposal practices, state and federal emissions regulations, traditional recycling advocacy and opposition groups, activist environmental movements, and by the significant capital project economics and long-term disposal costs to communities. Wheelabrator continually faces community, government, and advocacy group opposition to its facilities, challenging Calypso Communications to help shift public opinion of company environmental and business practices.

CREATE

Retained for the past decade by Wheelabrator, Calypso conceived and developed comprehensive, perennial media relations, crisis situations, and brand/reputation campaigns for the company, helping build strong support with citizens and municipal leaders across the United States. Calypso also designed an annual stakeholder survey research initiative and conceived and developed a national Wheelabrator Environmental Symposium, now attended by more than 200 middle school students presenting year-long projects on environment, land use, sustainable development, and energy issues and challenges.

DELIVER

Calypso consistently helped Wheelabrator work more effectively with industry trade groups to impact legislation; secured local, regional and national media coverage that highlighted the benefits of waste to energy; positioned key management as thought leaders; and prepared the company to address crisis events spanning plant fatalities to labor actions to neighborhood protests and environmental non-compliance incidents.

Annually, Calypso worked to fully create and promote the Symposium, focusing on linking school projects to local environmental initiatives by the company, and to involve Wheelabrator employees as experts and resources in all aspects of the project. In addition, Calypso helps garner local government and business support for the education event,further bolstering Wheelabrator’s local image and reputation.

Calypso designed and created all marketing communications tools including the corporate website, plant websites that are compliance-focused for community access, award applications, newsletters, collateral pieces, and advertisements with consistent branded messages and visual identity.