Campaign American PetRoleum Institute

This quarter, I am enrolled in Dr. Ag's Campaigns class. This is the third campaigns class I've taken with Ag, and each Campaigns class I grow as a student and a professional. I have big expectations for this campaign, but things are a little different this time.

1. The main objective of the campaign is to "effectively educate the target market, the 18-25 year old range, on national energy issues." This has already proven to be a challenge for me, considering that I'm energy illiterate.

2. We are working for the American Petroleum Institute as part of the energy tomorrow: america's challenge. We have until April 15 to complete the campaign (an extremely tight deadline).

3. As part of the competition, we aren't implementing the campaign. Our team is strictly instructed to come up with a campaign plan. Even though this is much different than we are use to, given our tight deadline, not implementing will save us a lot of time and stress.

4. The class consists of nine students, and we are all working on the campaign together. This is much different from the groups of four or five that we have worked with in the past. I was skeptical at first, but we have a strong group dynamic that has worked out wonderfully so far.

If we place in the top three, we will go to San Francisco to present our campaign. With money and our public relations program's reputation on the line, we mean business!

This campaign will challenge us in much different ways. Energy issues aren't a hot topic among 18-25 year olds. We will have to be creative and innovative in our strategies and tactics to reach our target public.

The two previous campaigns I've worked on have been great learning experiences. This time around, it's more about doing!

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