2014 Thought Leadership Campaign Update. January 8, 2014

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1 2014 Thought Leadership Campaign Update January 8, 2014 In 2012, NEI pivoted its primary promotional messaging from a post-fukushima/safety focus to a campaign emphasizing three core benefits of nuclear energy clean air, jobs and value. The inside the beltway targeted print, digital and broadcast advertising campaigns alone generated 332 million impressions during the past two years. In fall 2013, NEI assembled a cross-functional team to brainstorm the next phase of the benefits campaign, to confirm audience, messaging concepts and focus areas based on the market conditions and policy landscape. Washington, D.C. Hill staffer and policymaker focus group research conducted in October has validated a proposed thought leadership approach as one that would be memorable and convincing. NEI s Communications Advisory Committee also reviewed the ad campaign concepts and materials. As a result, the 2014 NEI thought-leadership campaign will promote the benefits of nuclear energy with factual information heavily targeted towards energy policymakers. We will leverage a variety of tactics enterprise-wide to communicate these core messages from media relations and paid advertising to direct outreach with policy makers through lobbying, sponsored events, coalition positioning and issue-specific advocacy engagement. Four thought leaders have been identified as the primary champions for four messages: (1) clean air benefits of nuclear energy; (2) job creation and economic growth; (3) electricity diversity in fuels and technology; and (4) nuclear energy s domestic and global impact on the future including the emergence of new nuclear technologies. 1) Patrick Moore, Greenpeace founder and nuclear energy advocate, will highlight the clean air benefits of nuclear energy. o Nuclear energy is America s largest source of clean-air electricity o Prominent environmentalists support nuclear energy to mitigate climate change o No single energy source can address climate change challenges--we need a portfolio of low-carbon options.

2 o Nuclear energy is the largest clean-air electricity source, producing almost two-thirds (63 percent) of America s carbon-free energy o Nuclear energy prevents 2 billion tons of carbon each year, the equivalent of capturing all emissions from America s automobiles. o Independent analyses from the climate legislation perspective (EPA, McKinsey, EIA, others) o Prominent national and state-level environmentalists (in California, Florida, New York and others) and policy organizations. 2) Mark Verbeck, nuclear operations training manager for Vogtle reactors 3 and 4 will emphasize nuclear energy s impact on job creation and economic growth. o Vogtle nuclear construction project is the largest in Georgia history and one of the largest projects in U.S., supporting 5,000 jobs at peak construction o Five advanced-design reactors are under construction in Georgia, South Carolina and Tennessee o America s nuclear energy industry employs 100,000 workers and is growing with renewed domestic and global potential o Global nuclear energy projects are creating thousands of American jobs o There is strong potential for increased demand for U.S. nuclear energy expertise and components to maintain America s production, operational and safety standards in the global nuclear industry. That translates to more jobs here at home. o New domestic nuclear construction is creating more than 30,000 [tens of thousands of] well-paying jobs o U.S. companies can unlock up to $740 billion worth of business at 71 nuclear power plants being built worldwide; more than 150 reactors are in the planning stages o The growing electrification of the economy and increased personal use, along with the expected closure of several coal power plants in the next five years, will require an expansion of large-scale, 24/7 electric power production. 2

3 o Prominent global nuclear suppliers (Westinghouse, GE Hitachi, TerraPower, AREVA, B&W and others) o Prominent state and federal government and business leaders (GA, SC, others) o Labor leaders and business and manufacturing representatives 3) [Proposed] Diane Munns, Vice President of Regulatory Relations and Energy Efficiency of MidAmerican Energy Company will voice America s need for electricity diversity in fuels and technology. o There is a need for new electric generation across America as older plants close and electricity demand begins to increase o A balanced portfolio of fuels and technology in the electric sector is the best approach that ensures reliability and protects consumers against price volatility from any one source. o The electric sector is shifting to a lower-carbon portfolio as the nexus of energy and environmental protection becomes even stronger. o America experienced reliability concerns on several occasions during this past winter, which underscores that the status quo in electricity markets is not sustainable. o Electricity demand is growing along with the economic resurgence, and we must replace scores of coal-fired power plants that are scheduled to close by 2016 the equivalent of electricity production for 25 million households. o Our world is becoming even more wired. Residential electricity consumption was nearly 8 percent higher in 2011 than in 2001, even with improved efficiency on many of our appliances. o Nuclear plants make up 10 percent of total generation capacity, yet produce nearly one-fifth of U.S. electricity. o In a recent poll, 85 percent of American s say nuclear energy should play the same or greater role in the future o Nuclear energy has a value proposition that is unmatched by any other electricity source (baseload+0 carbon+highest efficiency+grid stability) 3

4 o Third party support from business and financial analyst communities (Gates, others) o Prominent state-level business/manufacturing leaders (CA, FL, NY, others) o Policy groups and think tanks (C2ES, Third Way, PPI, Brookings, etc.) 4) Dr. Leslie Dewan, co-founder of Transatomic Power and one of Forbes 30 under 30, will encourage dialogue about the emergence of new nuclear technologies and nuclear energy s role in electricity generation for the future. o Brilliant people support America s nuclear energy development efforts now and in the future o Innovative Americans are developing new nuclear energy technology with advanced design and safety features o In the future, technology advancements can be used to solve global problems: provide clean electricity to address global climate change, reuse existing used nuclear fuel resources and enable water desalination o America should maintain its role as an innovator in reactor technology and help establish the safety and security standards for nuclear energy worldwide. o Nuclear energy supplies nearly one-fifth of America s electricity o In a recent poll, 85 percent of Americans say nuclear energy should play the same or greater role in the future o Innovative reactor technologies will begin to penetrate the market around 2020 just as the U.S. electric sector is engaged in the most significant expansion of the electric grid ever. o Third party support from highly recognized global entrepreneurs, investors and advocates (Gates, Branson, Coulton, Reyes, Petroski, Khosla, Diamandis and others) 4

5 NEI 2014 Advertising Campaign New creative is in development for NEI s 2014 advertising campaign. The advertising campaign will feature print and video testimonials from prominent individuals to deliver messages in the four focus areas. The image of each thought leader will appear in a print ad along with a quote and brief description of each person. Each thought leader will also appear in companion television spots, radio spots, digital banner ads and online video. NEI s multi-channeled media buy is forecasted to include inside-the-beltway publications like Politico, National Journal and Roll Call; radio spots on WTOP, Washington D.C. s most prominent news/talk station; television spots on CNBC s Morning Joe, targeted only to the Washington, D.C. market; and online advertising with media like The Washington Post, The Wall Street Journal and Politico.com. This high-visibility advertising campaign will be reinforced with social media-based advertising and promotional activities geared toward building an active base of supporters. Over time, with geo-targeted, repetitive exposure to the campaign elements, NEI envisions members of this audience will develop a strong understanding of nuclear energy benefits. The industry will be able to engage this audience prior to and during key energy policy windows of opportunity as advocates for various nuclear energy initiatives. For more information on the 2014 advertising campaign, contact Tracy Mason, NEI Senior Director of Public Affairs at or tcm@nei.org. 5