California Resources Corporation

Marketing Campaign 2016

Who Are We?• California Resources Corporation is the largest oil and natural gas producer in the state, on a gross-operated basis.• We focus on conventional and unconventional assets exclusively in California.• These unconventional assets include the use of hydraulic fracturing and horizontal drilling.• CRC is a leader of innovation within the industry.• Our employees work day and night to provide reliable and affordable energy.• Most importantly, we are Californians striving to uphold our Core Values.

Our Core Values• Our Commitment to our Workforce: Our greatest

resource is human potential. Our employees have high character, accept responsibility, and stay committed to the task at hand.• Our Commitment to Local Communities: CRC

partners with local communities and organizations to tackle a number of issues and increase the standard of living for all residents.• Our Commitment to Safety: We are proactive, as

opposed to reactive in terms of health and safety. Our regulations have made us one of the safest companies in the United States over the past 20 years.

What is Our Mission?• At CRC, our vision for the future sees us becoming the premier company providing Californians with affordable and reliable energy exclusively from California’s own resources.• Our mission is to responsibly develop high-growth, high-return conventional and unconventional assets while directly benefitting our local and state communities and economies, thereby maximizing stockholder returns.

Our Target Audience• Our target audience consists of the residents of Kern County. • To be more specific, we’re targeting the working class families who have buying and voting power.• Their economic and political decision-making greatly affects our ability to operate successfully and we want them to understand that CRC is a community-first company who is working in their best interest.

How to Reach Our Audience• We’ll use targeted social media accounts and advertisements to create and maintain a positive perception of CRC within the community and state.• Social media is still an untapped medium for our advertising and outreach efforts.• By utilizing social media, we can reach broad new audiences and deepen the connections with our existing supporters.• Much like the real-world community, we must strive to be active participants and engage our supporters in the online community as well.

Benefits of Social Media• Social media will help us increase brand awareness. • Social media accounts lend legitimacy to a business. Our website says that we exist. Social media will show that we’re active. • We can increase the rate at which we respond to the community, with the added benefit of connecting with them on a platform they are comfortable with.• We can distribute and promote content through social media accounts, from CRC events to industry panels and everything in-between.• We can humanize ourselves in the eyes of our community and create a unique and collective voice.

Social Media Platforms• It’s important to determine which social media platforms will best serve our needs, in an effort to create a more concentrated strategy.• The platforms best suited to our goals would likely be Facebook, Twitter, and YouTube. • These three platforms have very unique styles and communities unto themselves, but all of them can be leveraged to our advantage.

Facebook’s Advantages• Facebook offers a broad reach.

As of 2011, nearly 19 million Californians were using Facebook.

• Facebook adopted the hashtag from Twitter, allowing users and companies to see what’s trending.

• Allows us to keep a finger to the pulse of the community and monitor our reputation and perception.

• Cost effective marketing tool.

Facebook’s Examples

Twitter’s Advantages• Twitter users are more likely

to engage with their favorite brands, as opposed to users of other social media sites.

• As referenced in the infographic to the right, 43% of Twitter users are sharing news and info about a brand.

• With 6 million Twitter users, 43% equates to around 2,580,000 people.

• If we can eventually tap into just 1% of that number, we’ll be reaching over 25,000 people through our Twitter account.

Twitter Examples

YouTube’s Advantages• YouTube prides itself on its ease

and accessibility, not only for viewers, but for those creating and uploading content.

• The site boasts around 1 billion users, meaning that roughly one-seventh of the world’s population is on YouTube.

• YouTube is a free service, which would potentially allow us to utilize a slightly larger budget for the already minimal production costs associated with our videos.

• This platform would afford us the opportunity to put names and faces to our operation and really connect with the audience in a compelling and meaningful way.

YouTube Examples

Creating Content for YouTube• When creating content for

YouTube, it’s important to craft videos with clearly-defined narratives and calls to action.

• Videos that are compelling, entertaining, inspiring, and informative are typical very successful.

• The company Micro Documentaries is a third party that creates short videos for organizations, causes and companies to promote awareness.

http://micro-documentaries.com/

Marketing Tips

Data Analytics & Outcome Measurements

Examples