Case Study: IPL Environmental Stewardship Report
August 20, 2008
1. Audience:
The primary audience for the IPL Environmental Stewardship Report is opinion leaders in the communities where IPL does business. In addition, the Report is being provided to the general IPL customer audience and to select targeted audiences as an event handout and a leave-behind collateral piece. Another audience for the Report is IPL employees, each of whom received a Report in the mail at their home. The Report is
also available to the public via IPL’s Web site
2. Desired Response:
The IPL Environmental Stewardship Report was created as an affirmation to its constituents of IPL’s commitments to environmental preservation, protection and renewal. The Report reinforces IPL’s philosophical position on environmental stewardship while also quantifying examples of the wide range
of specific actions the company has taken to bring its principles into practice. IPL has long been involved in both operational and community activities that encourage wise use of environmental resources, and that promote protection and preservation of the environment.
3. Measurables:
Because distribution of the Report began on March 20, 2008, IPL has received only anecdotal input from recipients; however, each commenter so far has praised the Report’s effectiveness in conveying its intended message. IPL performs periodic research among community leaders (the primary audience of this piece) via a survey. During the next opinion leader survey, IPL will be watching response trends on environment-related questions to see if this Report may have positively influenced perceptions.
4. The Collaboration Experience:
Gosh, where do I start? Working with Penelope Dullaghan – or “Lope” as I now know her – was a true collaboration. I gave Lope starting points for ideas, and certain constraints, but wanted her to really be a part of the process. She really came through. Her background, having spent time in Indianapolis, proved valuable as well. She took feedback, and offered solutions that were dead-on every bloody time, and on time, too. She turned work around exceedingly fast without sacrificing the aesthetic.
5. The Final Result:
