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

GoffWilson, a top-ranked immigration law firm based in Concord, New Hampshire, asked Calypso Communications to develop a strategic communications plan that would position the firm as a nationally recognized immigration law firm and the legal brand of choice for immigration issues and projects. GoffWilson wanted to drive business growth and elevate its reputation for quality legal product characterized by knowledge and experience; personal attention; industry network; staff excellence; technology innovation; and efficient cost structure.

CREATE

To position the firm and differentiate it from the competition, Calypso Communications conducted a comprehensive audit and analysis of the immigration law competitive landscape on a statewide, regional, and national basis. Using primary and secondary research, the analysis was used to position GoffWilson in the industry and develop a successful branding initiative. The analysis formed the basis for message development and implementation of an integrated communications plan that included a print advertising campaign, media relations, and speakers’ platform support.

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Calypso developed a striking series of print advertisements highlighting relevant facts about current immigration trends. With the tagline, ‘Don’t be surprised, be prepared,’ the ads set GoffWilson apart from the look-alike institutional advertisements of its competitors. Initially targeted to New Hampshire law and business publications, the campaign supported the firm’s growth strategies in financial, high-tech, hospitality, and healthcare industries. To further enhance GoffWilson’s reputation, Calypso also implemented a media relations campaign focusing on the firm’s specialized expertise.

I am so impressed by the September GoffWilson ad. Everything about this ad makes it pop off the page. First, I love the use of color on the one person in the ad in an otherwise black and white photo. Plus the headline really grabs you by playing on one’s perceptions and gross assumptions. This ad is both attention grabbing and thoughtful. I am sure this will be very effective for GoffWilson.

Heidi J. Copeland, Vice President, Millyard Communications Inc.

www.goffwilson.com

THINK

Wal-Mart has pledged to operate globally and give back locally. With newly formed State-Giving budgets, the company was looking to provide assistance to a worthwhile cause in New Hampshire. Calypso recommended a partnership with the NH Food Bank who was launching its new statewide Backpack Program, aimed at providing nutritious snacks and educational materials to at-risk children. Calypso designed and implemented a statewide public relations program for Wal-Mart and the NH Food Back to trumpet the partnership and kick off this worthy cause.

CREATE

Calypso formed a solid relationship between donor and recipient. Calypso used its depth of experience in reaching targeted audiences, writing compelling press collateral, attracting local officials and utilizing resources in the media to generate results for its clients. The two-part PR campaign highlighted the involvement of both parties and effectively built public awareness around the problem of hunger in the State of New Hampshire.

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Calypso paired Wal-Mart’s desire for local outreach with the NH Food Bank’s need for Backpack Program funding. The program, which started in September and will continue throughout the 2008-2009 school year, was officially launched by the $80,000 Wal-Mart donation . The resulting campaign received widespread media and broadcast attention as well as a nod from Manchester Mayor Frank Guinta. Nearly a dozen media outlets ran the story, including broadcast segments on WMUR-TV and WOKQ radio. Feedback and interest by the press, schools, and agencies working with the kids has been fervent, with anticipation for a second event next fall.

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Celunol Corp, a privately held company headquartered in Cambridge, Massachusetts, was moving rapidly to commercialize its proprietary technology for producing ethanol from a wide array of cellulosic biomass feedstocks. With pilot facilities and demonstration plants complete, Celunol planned to develop and build a portfolio of ethanol facilities in the U.S. and abroad. The company came to Calypso to help build investor and media awareness, and global brand identity, for this technology-driven alternative energy enterprise.

CREATE

To generate awareness for Celunol—its new technology, facilities, and management team—Calypso simultaneously launched an aggressive national media program and initiated a complete redesign of the company’s website. Calypso created a professional web presence combining static and dynamic formats. Designed for easy access to content that could be easily updated, the website builds awareness of the company’s unique services, expertise, and quality for clients within existing and expanded markets.

To present similar content in a different format, Calypso also developed an information kit for media, investors, prospective customers and other stakeholders. Consisting of a pocket folder with stacked insert sheets, the multi-purpose kit could be easily customized for target audiences. The integrated communications program also included media relations support speech writing, and presentation development to raise awareness and position Celunol in the alternative fuels and cellulosic ethanol industries.

DELIVER

Utilizing a bold new web presence, a printed information kit, and national media outreach, Calypso Communications delivered an integrated communications toolbox to consistently position Celunol in the industry and generate broad awareness among key stakeholders. In a rapidly changing, technology-driven environment, Calypso designed all of these materials to be easily updated as Celunol continues to expand its markets, facilities and expertise.

THINK

Pro Portsmouth is a non-profit organization dedicated to celebrating and sustaining the vitality of Portsmouth’s arts, culture, and history through events and community collaboration. However, the group had difficulties gaining recognition and keeping up with the growth and popularity of the City. They felt their website was outdated and unorganized, making it difficult to navigate. Pro Portsmouth asked Calypso Communications to design a website that told their story more effectively.

CREATE

Pro Portsmouth had a lot to celebrate. Their efforts in promoting such events as Market Square Day, First Night Portsmouth, Children’s Day, and Summer in the Streets deserved applause. But the message was getting lost. Calypso stepped in and designed an effective, well organized website that highlights the group’s many activities and contributions to the vitality of Portsmouth.

DELIVER

Calypso was successful in designing a website to gain recognition for Pro Portsmouth and organize existing information in an eye-catching, user-friendly format. From concept to design and execution, the work was completed in line with Pro Portsmouth’s budget and timeframe.

Calypso’s thoughtful consideration of who Pro Portsmouth is and how to best communicate it to our public has been greatly appreciated. I can honestly say that I not only like working with the Calypso team, but I trust and respect their collective talent. Thanks so much.

Barbara Massar, Executive Director, Pro Portsmouth

www.proportsmouth.org

THINK

KYE”, a new high-end manufacturer of women’s golf apparel, needed to position its line of attractive golf attire that could be worn both on and off the course. As part of the company’s new branding, they called on Calypso Communications to develop a logo and a series of core messages that would differentiate KYE from the competition as a fashion-forward leader in the luxury apparel market.

CREATE

Using its comprehensive message development process, Calypso Communications created a series of core messages and positioning statements that differentiate KYE products and appeal to its high-end geographic and demographic target markets. Calypso also designed a logo, developed a product tag line, and created an identity program for the start-up company.

DELIVER

Calypso integrated core messages and positioning statements into KYE’s web design and marketing programs. Calypso Communications helped KYE establish its unique brand and quality image in the growing market for women’s golf apparel, both on and off the course.

Calypso Communications Helps Position KYE Power, a Start-Up Women’s Golf Apparel ManufacturerTHINKKYE”, a new high-end manufacturer of women’s golf apparel, needed to position its line of attractive golf attire that could be worn both on and off the course. As part of the company’s new branding, they called on Calypso Communications to develop a logo and a series of core messages that would differentiate KYE from the competition as a fashion-forward leader in the luxury apparel market.CREATEUsing its comprehensive message development process, Calypso Communications created a series of core messages and positioning statements that differentiate KYE products and appeal to its high-end geographic and demographic target markets. Calypso also designed a logo, developed a product tag line, and created an identity program for the start-up company.DELIVERCalypso integrated core messages and positioning statements into KYE’s web design and marketing programs. Calypso Communications helped KYE establish its unique brand and quality image in the growing market for women’s golf apparel, both on and off the course.

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Granite State College (GSC), formerly known as the College for Lifelong Learning, asked Calypso Communications to help support its 2005 name change. In creating this new brand identity, Granite State’s goal was to increase enrollment and improve its overall image. As part of an overall restructuring, GSC wanted to generate widespread public knowledge and awareness of the advantages of the higher education institution headquartered in Concord with satellite campuses throughout New Hampshire.

CREATE

Based on target market research and analysis, Calypso Communications developed a comprehensive media relations campaign to launch the name change and new brand. Calypso worked with GSC to develop the core messages, trained GSC spokespersons, and implemented a statewide media tour. In addition, Calypso launched a highly effective advocacy outreach program to alumni, the state legislature, local communities and GSC faculty and students to build relationships and support the College’s goals.

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Calypso designed and managed a statewide media tour that included press conferences, sign unveilings, and interview opportunities for the president of Granite State College. In addition, Calypso crafted talking points, op-ed pieces, and fact sheets, gaining widespread earned media coverage in print, television, and radio. Calypso helped enhance the institution’s image and level of sophistication by consistently crafting every message and communication to resonate with its core messages and beliefs.

THINK

A premier 100-year-old regional theater, The Music Hall was voted an American Treasure by the United States Senate and awarded a $395,000 Challenge Grant. The Music Hall had 12 months to raise $395,000 in matching funds or lose the entire grant.

CREATE

Sensitive to several capital campaigns running concurrently in the target market, Calypso created a one-year communications program that focused on the use of free media, events, and community outreach to draw attention to The Music Hall’s restoration process and cast a quiet but compelling appeal for money.

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The communications program highlighted The Music Hall’s importance as a cultural anchor in the community—emphasizing its community involvement, economic impact, and social capital—while focusing attention on the multi-phase restoration. Three months into its communications plan, The Music Hall met its fundraising requirement.

“Calypso Communications has had a major impact on our Phase I fundraising success; because of the staff’s professionalism, media relations skills, and the collaboration of our two organizations, we’ve successfully raised the matching funds required to satisfy our grant award.” - Susan McDonough, Director of Development, The Music Hall

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Not only was the University System requesting a more than tripling of its capital budget authorization, it was looking for a six-year authorization instead of the traditional biennial budget authorization. To complicate matters, the state legislature was grappling with a $200 million budget shortfall to fund K-12 education programs.

CREATE

Calypso designed and implemented a public relations program for the University System that included branding, message development, advocacy outreach and training, media relations, and advertising.

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In June of 2001, the state legislature authorized a 6-year, $100 million capital spending program, more than tripling the state expenditures for USNH’s capital budget.

Our [public relations] campaign was well conceived and well executed, and Calypso’s role in strategic consulting and communications was critical. This resulted in an unprecedented financial commitment to public higher education.

Bruce W. Keough, Chair, USNH Board of Trustees

www.usnh.unh.edu