1. Background/Brand Discovery
Offshore wind has made a huge technological contribution toward increasing generating electricity capabilities to meet the growing demand for clean energy (Fernandez et al.,2023). This type of technology is nowadays more capital-intensive as compared to fossil fuels, which, in turn, facilitates its higher interest rates. Offshore wind farms invest in new technology so that their layout can be optimized as per different environmental factors. The prime aim of this is to maximize power production and bring clean technology to mainstream development (Victor Valentin, 2011). Consequently, the industry helps to replace limited fossil fuels by providing renewable and socially responsible energy solutions. At the same time, companies are investing in upgrading technologies to make them more efficient and affordable (Rueda-Bayona et al., 2019). Innovations in aerodynamics and manufacture are the main key factors of the competition.
Moreover, they pinpoint how these technologies decrease the share of fossil fuels and reduce emissions, enabling the process of sustainable energy development. There, the companies within the offshore wind sector talk about the social and environmental benefits. They emphasize that it can help to achieve the government’s targets on renewable energy, job creation and revenue generation. Sustainable development, energy security, and economic benefits, including cost saving and job creation, are the top 3 messages that are the highlight.
2. Objectives
The advertising campaign for offshore wind technology, for which I am the sole supervisor, is to establish the brand as a leader in green energy. First of all, the main communication goals emphasize presenting the technology’s services, which are diminishing reliance on nonrenewable resources but also providing a much-needed sustainable and clean energy source. Another element of the campaign is the highlighting of the efficiency and ‘cost-effectiveness’ resulting from the technology improvements, which lead to higher performance and, as a consequence, economic benefits. Alongside these, it will bring into focus the social and environmental benefits as well as the employment creation and the governmentally set sustainable energy objectives to align the campaign with those values of environmental wellness and community development. (Caporale, 2023). These objectives are smartly formulated to support the company’s top-level marketing objectives that reflect individual brand image, continuous innovations, and developing a communication where offshore wind technology plays a major role in a sustainable future.
3. Target Audience
The target market for offshore wind technology is environmentalist, innovation-oriented people and organizations mostly close to coastal lines who are interested in renewable energy and have already started efforts in this regard. The demographic groups here are policymakers, energy sector leaders, and environmental activists, mainly in the ages bracket of 30 to 60, with environmental science, engineering or closely related fields as their background. They are progressive thinkers who pin their hopes on green management, economic planning, and sustainable development, respectively. A fictitious figure could be “Eco-Minded Emma,” a 42-year-old governmental energy advisor who speaks up in favour of environmentalist policies and thinks through workable solutions that would protect the marine life in her community. Emma is taking the role of the major force guided by the affordability, eco-soundness of the existing technologies and their compliance with the strict environmental regulations. Media that explicates accessibility of offshore wind energy from the point of view of reducing carbon Budget and boosting energy independence are connected with her values and her friends’. The major motivational factors for this kind of audience comprise cost-effectiveness, securing long-term ecological and financial aspects, technological developments and regulatory compliance that influence their choice of innovative and sustainable energy systems.
4. Research Findings
Through secondary research, it has been discovered that offshore wind technology is tightly connected with government sustainable energy goals as it shows the tendency to decrease the coefficient dependency on fossil fuels and, as a result, lower the emissions. This makes offshore wind technology clearly a crucial component to realize reliable renewable energy generation. In addition to that, the source reveals that offshore wind farms can be considered as a way of revenue for the government and a source of employment growth (Delina,2023). Effective and refined technologies are set to continue to drive improvements in this area, which then lead to greater efficiencies, reliability, and cost-effectiveness, thus making this a more appealing option to businesses and contributing to an increase in profits. Offshore wind power technology has been proven to substantially increase production volumes (Zhang, Changming et al.,2016). By improving turbine designs and applying layout optimization based on conditions of the external environment, these technologies could get better conditions for financing than fossil fuels, implying that there will not be any constraints for the citizens to embrace such systems. Moreover, offshore wind farms can apply advanced technologies to determine the wind speed, depth of the water, and marine environmental conditions while keeping the highest capacity of their production. This way, such farms can continue the clean development. These findings are corroborated by different academic resources, such as the LCA of offshore wind farms reviewed in their published literature, their social acceptance focuses and the current status and future trends of this emerging technology. The studies that were put together emphasized the contribution that offshore winds could make toward sustainable development in two ways: environmentally and economically.
5. Key Consumer Insight
The research undertaken reveals a pivotal consumer insight: Stakeholders regard offshore wind technology as a cornerstone in the transition process towards renewables and find it a more viable option, given its capabilities to strengthen energy security and accelerate sustainable growth. The vision stems from the technology’s character of multiple times the electricity production, which is enabled by the improved turbine designs and careful placement of the turbines that ensure utilization of the capacity at its maximum and uninterrupted energy production (Eick et al., 2023). The fact is large since it implies the shift of consumers’ culture from chasing short-term benefits to long-term benefits. It accentuates the growing social conventions around wind energy and the alignment with governmental sustainable energy policies, which are key elements in the development of a sustainable society.
The replacement of oil with renewable energy and the opportunities created for more job creation and success in business prove that this is a significant discovery. It underlines that people are in favour of actions that simultaneously indicate the delivery of ecological and economic outcomes, indicating the importance of offshore wind technologies as a keystone of sustainable energy strategy. In line with this, the follow-up investigation adds to the evidence that offshore wind farms both being the symbol of technological innovations and comprise wider societal visions of a greener world. This involves their social stances, environmental impact studies, and the possibility of the circular economy for wind turbine blades, which are the fundamental factors that customers take into account while supporting renewable energy sources.
6. Advertising Strategy Statement
References
Scott Victor Valentine `Emerging symbiosis: Renewable energy and energy security. Available at: https://www.sciencedirect.com/science/article/pii/S1364032111003406 (Accessed: December 2011).
Juan Gabriel Rueda-Bayona, Andres Guzmán, Juan José Cabello Eras, Rodolfo Silva-Casarín, Emilio BastidasArteaga, JoséHorrillo-Caraballo `Renewables energies in Colombia and the opportunity for the offshore wind technology’ Available at: https://www.sciencedirect.com/science/article/pii/S0959652619305736# (Accessed: 20 May 2019).
Caporale, D., Sangiorgio, V., Amodio, A. and De Lucia, C. (2020). ‘Multi-criteria and focus group analysis for social acceptance of wind energy.’ Energy Policy, 140. Available at: https://www.sciencedirect.com/science/article/pii/S0301421520301415 (Accessed: 13 October 2023)
Delina, L. (2022). ‘Wind energy in the City: Hong Kong’s offshore wind energy generation potential, deployment plans, and ecological pitfalls.’ The Electricity Journal [online] 35. Available at: https://www.sciencedirect.com/science/article/pii/S1040619022000653 (Accessed: 11 October 2023)
Eicke, A., Eicke, L. and Hafner, M. (2022). ‘Wind Power Generation,’ in Hafner, M. and Luciani, G. (Eds) The Palgrave Handbook of International Energy Economics. London: Palgrave Macmillan, pp. 171-182. Available at: https://link.springer.com/chapter/10.1007/978-3-030-86884- 0_10 (Accessed: 11 October 2023].
Haces-Fernandez, F., Cruz-Mendoza, M. and Hua L. (2022). ‘Onshore Wind Farm Development: Technologies and Layouts.’ Energies, 15(7). Available at: https://www.mdpi.com/1996- 1073/15/7/2381 (Accessed: 15 November 2023). Zhang, J.,
Zhang, J., Cai, L. & Ma, L. (2016). ‘Energy performance of wind power in China: A comparison among inland, coastal and offshore wind farms.’ Journal of Cleaner Production, 143, pp. 836–842. Available at: https://www.sciencedirect.com/science/article/pii/S0959652616320959 (Accessed: 11 October 2023).
Appendix
Appendix 1: Offshore Wind Enablers
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