Client Proposal Pitch
As presented by: Alissa Hooper

Company Overview
• Statistics
• 1995- John Browne
becomes CEO
• 2003- JV signed with
Russian partners
• 2007- Tony Hayward
becomes new CEO
• 2012- Sponsor of
Olympic Games

Company Overview, continued
DATE EVENT REPROCUSSION(S)
09/2004 Texas City accident 2 killed, 1 injured, $109,500 fines
03/2005 Texas City blast 15 killed, 170 injured, $21.3M fines
03/2006 Alaskan Oil Spill Worst in North Shore History
04/2006 Toledo violations $2.4M fines
10/2007 Propane price manipulation $303M government settlement
scandal
03/2009 Toledo violations $3M in fines
10/2009 Texas City violations Record $87.4M in fines
04/20/2010 Deep Water Horizon Spill 11 killed, extreme scars to brand
reputation

Campaign: “The Experience”

Campaign Goals
Make BP top of mind
for “green thinkers”
Increase Sales
Create brand-loyal
customers

Target Audiences
“Green- Drivers, a General Facebook
Thinkers” ge 35-44 Public Users

The Grand Plan, part 1
Drivers, age
35-44
General
Public
Facebook
Users

The Grand Plan, part 2
“Green-
Thinkers”

Evaluation

Budget
$100,000/mo
$85,000/mo
$13,000/mo
Total = $198,000/mo