Challenge
Eagle Ford Shale, a newly discovered oil and gas play located along 24 counties in Southwest Texas began to generate much publicity and attention due to the abundant natural resources and promises of economic growth and sustainability in mostly Hispanic, rural communities in South Texas. Confused and uninformed Hispanic residents living in these small towns questioned leading national corporations that were setting up shop in their hometowns wondering what changes were coming to their communities and how it could affect the future of their families.
Strategy
Chesapeake Energy, a national leader in natural gas, called on PMDG to connect with these communities and develop culturally relevant messages about who they were. PMDG implemented “Discovering Tomorrow’s Leaders” a program designed to recognize young leaders and donate computers throughout specific South Texas schools.
The program called for PMDG’s grassroots expertise in these Hispanic communities by establishing partnerships with local schools and area leaders, and generating unique promotional opportunities through local advertising, strong media relations and non-traditional efforts.
Results
The program was an overwhelming success; establishing awareness in targeted markets. PMDG positioned Chesapeake Energy as an honorable corporate citizen committed to empowering communities, providing opportunities and enriching lives.
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