1. Ann S. Bisconti, PhD Bisconti Research, Inc. ann@bisconti.com Branding You Have to Get Their Attention First

2. BRi Buzz: Nuclear Energy is “Cool”

3. BRi Students Talked about Education and Career Choices University engineering majors—chemical, electrical, mechanical, nuclear Exelon engineering interns Areva community college and high school interns

4. BRi Early Influences Ideas about ideal job features formed early: interests, aptitudes, and values Ideas about courses of study influenced by parents and teachers Ideas about industries formed from mass media, familiar products, common wisdom Changeable with familiarity and contact Changeable with familiarity and contact

5. BRi Career Considerations Salary Salary Location Location Job security and career advancement Job security and career advancement Cool stuff to do—ownership of projects, work areas—I own that, I did that Cool stuff to do—ownership of projects, work areas—I own that, I did that Make a difference, be proud of what I do Make a difference, be proud of what I do

6. BRi Perceptions of Nuclear Careers: Students in 2000 Well paid Well paid Monotonous, boring (unless something goes wrong) Monotonous, boring (unless something goes wrong) Regulated, bureaucratic Regulated, bureaucratic Old, dying Old, dying Dangerous Dangerous Stigma—image among public, my family Stigma—image among public, my family Homer Simpson Homer Simpson

7. BRi Perceptions of Nuclear Careers in 2005 After Internships Well paid Well paid Cool stuff to do, I did that Cool stuff to do, I did that New plants, excitement about future New plants, excitement about future Job security and opportunities due to growth and retirements, plant can’t be outsourced abroad Job security and opportunities due to growth and retirements, plant can’t be outsourced abroad Make a difference Make a difference

8. Opportunity to Attract Attention: Branding Energy Careers Cool!

9. BRi Branding Energy Careers: Make a Difference Energy Supply Oil and Gas Costs Geopolitical Consequences Climate Change/ Clean Air Energy Demand

10. BRi BBC Poll, June 2006: Percent of Americans Concerned About Global Energy Issues

11. BRi Changing Image 68% Favor Use of Nuclear Energy (NEI Trend 1983-2006, Annual Averages) Oppose Favor 49 46 29 68

12. BRi Important fo our energy future 81% Prepare to build 76% Definitely build 63% Accept new reactors at nearest plant 68% Renew licenses 83% There’s a Future! NEI Poll, September 2006: Public Support for Nuclear Power Plants

13. BRi Buzz About the Future

14. BRi Buzz About the Future

15. BRi Branding Nuclear Energy

16. BRi : Three Years Ago (NEI Poll May 2003) Few Were Aware of Any Favorable News about Nuclear Energy

17. BRi NEI Poll, September 2006: Now Many Have Heard Favorable News

18. BRi Workforce Engaged

19. BRi Safety First—Great Performance Safety First—Great Performance

20. Communicating About the Job Cool Stuff to Do!

21. BRi I Want to Know… What will I do there? What else could I do there? Other opportunities? Diversity of jobs? Advancement? Security? Retirements? Salary? What’s interesting about work there? How will I make a difference? Where can I get more information (what’s on the web site)?

22. BRi Communications Turn-offs Boring covers—100s of brochures compete Talking heads—what does she do? Too general— she loves her job, but what does she do? Unrealistic—lots of beautiful young women with jewelry Cap and gown pictures of college graduates No captions

23. BRi Communications Appeals Beautiful, dynamic cover showing people doing interesting things, cutting edge technology Beautiful, dynamic cover showing people doing interesting things, cutting edge technology Branding messages about the technology, industry—promote positive image Branding messages about the technology, industry—promote positive image “Do you want a career that counts?” Diversity of types of work shown Diversity of types of work shown Realistic, interesting work environment Realistic, interesting work environment Less text, more bullets answering questions people have Less text, more bullets answering questions people have Web information listed

24. BRi Branding Careers in Energy Window of opportunity to get attention Common themes for energy careers: Interesting diverse work opportunities Interesting diverse work opportunities Bright future Bright future Make a difference: Careers that matter! Make a difference: Careers that matter!