Comp Analsis PPT Final

Safety moment - plastic • Safer – 1, 2, 4, 5 • Avoid – 3, 6, 7 (lead or hormone disruptors) • Don’t always trust “microwave-safe labels” – may not melt, but may still emit

contaminants when heated • Cannot overuse dishwashers on plastic • Be careful of plastic wrap, baby bottles, water bottles, Styrofoam containers,

plastic cutlery

• Safer to use stainless steel, glass or ceramics to store your food • Always check the bottom of your plastic products • Buy wooden toys for children • Purchase whole foods that aren’t pre-packaged

Focused on energy

literacy/ informing

Communicates different

messages, many assets

Connect on a human level

No activity in advertising campaign

Website banners indicate business

strategy

No established brand

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

No campaign activity in

market

Focus is on downstream operations

Digital banner to promote to

end users/ consumers

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

Connection points – safety & employee

relations

Not explanatory of projects

Negative publicity around TV ad campaign

No activity in advertising campaign

Website video explains oil/shale

production

No established brand

Global focus with inspiring messaging

“Simplest executions are

the most effective”

Differentiate through contests

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

Simple messaging,

future oriented

No direct access to advertising

assets via suncor.com

Employees are used throughout

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

Nationalistic approach to

gain support of pipeline

development

Straightforward tone

Employees also used to

communicate message

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

Lifestyle approach

Transferable messaging

“E=“

Fluffy messaging

Company Campaign Audience Assets Shell Shell Let’s go, #makethefuture

Global, young (kids to adults) Print, TV, web portal, interactive videos

Cenovus Fuelling our lives

Families, everyday people uneducated on the industry TV, print, web portal Canadian ideas at work

More than fuel

TCPL Keystone XL North Americans affected by the pipeline developments

TV, print, blogs

Suncor What yes can do Engaged Canadians TV, print, web portal

Enbridge Life Takes Energy Families, Canadian citizens TV, print, web page

Kinder Morgan Trans Mountain – The People Behind the Pipeline

Canadians affected by the development, environmental advocates

TV/online

Husky, Nexen, and CNRL are inactive.

Current activity – In market campaigns

41

Summary of brand themes : business objectives communicated

Focus on the future Technology & Innovation Leader in development

Shell Shell TCPL

Suncor Suncor Suncor

Enbridge Cenovus Cenovus

42

Social media/digital

43

44

45

Current social media/digital activity

46

Company # of channels Operations Industry wide Recruitment Social

innovation Branding related

Shell 9 X X X Suncor 5 X X X X Cenovus 5 X X X X X TransCanada 4 X X Nexen 4 X X X CNRL 3 X X Enbridge 3 X X X Kinder Morgan 3 X X X Husky 1 X

48

External Analysis

Opportunities Threats

Differentiation through sustainability Cluttered – developed industry

Strategic social engagement Low crude price environment

Increased consumer engagement Negative reputation industry wide

“People don't buy what you do; they buy why you do it.

And what you do simply proves what you believe”

Why do you do what you

do?”

Simon Sinek

50

51

Recommendation House advertising assets on suncor.com • Increase traffic to WYCD, give “personality” to

the site

• Similar to Cenovus and Shell

52

Recommendation “Milk” the power of Yes • Utilize this language throughout WYCD as a way

to engage users, using Shell as a benchmark

53

Recommendation Take the conversation to where it’s happening • Utilize social media more efficiently

• Authentic engagement, move away from text heavy posts

• 46% of consumers believe visuals increase credibility

• 55% of visitors spend less than 15 seconds on a website – quick, engaging text

54

Recommendation Show off your human side

• Match our brand persona – emotional connection

• Behave in human ways – admit to faults, own up to

mistakes

• Different ways to creating assets to use online e.g. first person POV event videos less scripted oil sand tours

55

Recommendation Engage, not entertain • Fun and entertainment ≠ actual engagement

• Have purpose: values that fuel engagement

• Driven by emotional values, not the rational care

more about what you stand for than what you sell

• Understand and identify their expectations and views – live up to it!

56

Recommendation Inspire from the inside out • Do people believe we exist to make $$ or to make a difference? We don’t

run on a 2D mission statement

• Turn attention inwards, foster highly engaged employee culture – focus more on internal audience • Employees as brand ambassadors – turn engaged employees into

advocates

• Don’t defer it to OM or HR – internal marketing can be more fun, less costly, and more impactful to bottom line

• Develop formalized advocacy program, building advocacy into job description/work goals, motivating through gamification, programs to keep the momentum going (checklists on The Core to show what they can do to represent Suncor)

57

Recommendation Don’t be afraid, speak the truth • People are interested, so talk about it and don’t hide it

• Examples

• Aerie – #aeriereal / i’mperfect • McDonald’s – behind the scene • Advertising Standards Canada – don’t dress it up

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Learning from others Elections Alberta – Decide For Yourself https://youtu.be/dRJsuBUU6aU RBC – Someday https://youtu.be/ST3VH-i74sM McDonald’s – Our food. Your questions. https://youtu.be/6o6Hh6tQj2w ASC – Truth in advertising https://youtu.be/r8hP9-qnAxk Aerie - #aerieREAL https://youtu.be/DAHjSjbNA4I