Petroleum Association of Wyoming
The Power of Progress: Sharing the Energy Industry’s Positive Impacts
To educate Wyoming residents about the broad and impactful benefits the energy industry offers to communities throughout the state, GFM|CenterTable developed a rich storytelling campaign featuring an interactive website, more than 50 videos and hundreds of photos.
Project Overview
The energy industry in Wyoming generates $2.72 billion annually in tax revenue, which is $4,678 per resident. In addition to these valuable tax contributions that support the state’s budget, the industry’s positive impacts extend to small businesses, local community amenities and nonprofits. Surveys show Wyoming residents care deeply about the well-being of their communities. Our task was to effectively communicate to them the broad benefits of the energy industry.
Approach
GFM|CenterTable’s creative team collaborated with PAW on a storytelling campaign showcasing the energy industry’s positive impact on local communities in Wyoming’s five distinct geological basins. Our team created a brand for this “Basin Campaign,” complete with an interactive website and imagery that speaks to the geological differences of the five areas. The GFM|CenterTable production crew scheduled interviews with local business owners, nonprofit leaders, educators and legislators to gather perspective on how the industry has benefitted their communities. The team created multiple topic-driven videos for each basin and implemented a geotargeted advertising campaign to showcase the stories to the right audiences throughout Wyoming.
A screenshot of the website’s interactive map
A screenshot from the campaign website
A video from the campaign produced by GFM|CenterTable
Results
72%
of viewers watched videos to completion
10+
videos delivered for each basin
75+
edited photos delivered for each basin
Full b-roll and photo libraries developed for ongoing social media use