Alberta is Energy

Core Branding

Challenge

Alberta’s energy sector sits at the heart of the province’s economy and is on the tip of Albertans' tongues. When economic and political influences undermined confidence in the industry, a group of non-partisan business leaders banded together to engage Albertans in a candid discussion about the sector. They turned to William Joseph to execute the communications plan and help influence public opinion.

William Joseph Thinking

Knowing that Albertans were likely to perceive messaging around the energy sector as spin, we needed to focus on an online forum that allowed real information, debates and criticisms.

William Joseph brought this to life by designing AlbertaIsEnergy.ca, which focused on engaging its demographic and building the trust needed to foster open communication.

William Joseph collaborated with the Alberta is Energy group to bring the brand to life in an easy-to-use website. This web-centric approach created an education-focused forum for Albertans to have honest discussions about the energy sector and its impact on their lives.

Results

In addition to creating AlbertaIsEnergy.ca, William Joseph provided Alberta is Energy with a fully integrated communications campaign, including radio, newsletters, digital advertising, print advertising, video production, press kits and event materials (banners, displays, etc.). This integrated public awareness campaign helped Alberta is Energy and its members educate Albertans about the importance of the industry using engaging and informative communications materials.

William Joseph has now been working with Alberta is Energy for more than two years and recently completed a new series of ads and a website refresh, allowing for even more engagement with the public.