1. Jesse Baxter
4/21/2016
Take Home Final
Introduction:
Fracking is the process of drilling down into the earth before a high-pressure water mixture is
directed at the rock to release the gas inside. Water, sand and chemicals are injected into the
rock at high pressure which allows the gas to flow out to the head of the well. Passed February
2016, HB 191 now permits regulated fracking but only after a report by state environmental
regulators is released in 2017.
Stakeholders:
Fracking is a billion dollar industry, so it’s no surprise that it has its share of public, for and
against it. These publics are comprised of consumers of energy, governments, employers,
communities, energy companies, environmental groups and investors. Consumers of energy is
anyone who use the gas produced from fracking (car, heat a house, etc.). Governments allow
and set the regulations to any fracking sites. Employees are the 2.1 million employed by
fracking industry. Communities are the surrounding towns and people affected by fracking,
whether it be environmentally or personally. Energy companies as they compete with the new
form of power. Environmental groups are the group that are against fracking and the damage it
may cause the environment. Finally the investors who get the project up and running.

2. Aims: Generate increased support for fracking in Florida
Process:
1. Explain process of fracking
2. Eliminate bad stigma associated with
fracking then reeducate community
on benefits of fracking
3. Explain job opportunities
4. Talk about need to rely less on foreign
oil
Outcome:
1. More information will help
communities accept fracking once
they know more about how it works
and how with proper care, fracking
can be a huge benefit to Florida.
Two Sided Argument:
There are plenty of argument against fracking. The most pressing of these issues is the
argument that fracking is that it hurts the environment. We can refute this by showing statistics
and photos of land before and after fracking was introduced. Another huge issue with fracking
is that people believe that the chemicals used in fracking might find their way into the ground
water. This can be refuted by checking with communities that have already begun fracking and
analyzing their ground water for chemicals. Another argument people tend to have with
fracking is that it takes water from the community and may cause unprecedented droughts.
This can be argued again by a comparison of the 7 states water levels and ensuring the public
that before fracking begins work with local water planning agencies to ensure local water needs
are not disrupted.

3. Messaging:
The message for this campaign with be targeting a combination of logos and ethos.
Message: More jobs, cheaper gas, and a richer community, Hydraulic Fracturing.
Audience:
Keep Satisfied
Families
Manage Closely
Community Leaders
Government
Monitor Keep Informed
Uninformed public

4. Strategies and Tactics:
Strategy: Gain support from in communities by informing them of the cleaner process,
increasing job, and money poured back into the community.
Tactics:
1. Create 2 15 second TV spots. One ad highlighting the job boom that comes with the
new fracking site and another focusing on how the town can benefit from the increased
revenue.
2. Create and maintain social media page debunking myths and stigmas harmful to
fracking. Interactive character “Fracky” with help answer questions.
3. Create brochures listing facts and benefits to fracking, highlighting stories from
communities that have already accepted fracking. Listing increased revenues the states
that have introduced fracking have been making.
4. Local bill boards that emphasize number of jobs that can be available when fracking is
allowed.
5. Tie all ads back to master website that reconfirms the information from the ads

5. Calendar:
June-July August-September October-November
June 1st: introduce first ad
launch social media
August 1st: release second ad Last two months Continue to
monitor feedback of
commercials and social
media
July 1st: release brochures September 7th release
billboards
Budget:
Service Price
15 second ad 125,000
15 second ad 125,000
Social Media 20,000
Website 100,000
Billboards 20,000
Brochures 60,000

6. Total: 500,000
Taking Stock:
This campaign with be successful when awareness and support for fracking if Florida increase.
This can be measured in a number of ways. The 15 second spots can be monitored by the
audience reached. Social media can be tracked with Google Analytics. Billboards and brochures
will be measured by number who continue back to the website. Once people are more
informed about fracking and its many benefits, they will be more open to the idea of allowing it
in their community.