Generating Support for New Power Plant Construction

Situation:

Seeking to reduce the impact of rapidly increasing energy costs, Kimberly-Clark decided to build a 35 megawatt combined heat and power cogeneration unit at its mill in Southwestern Connecticut.  While the plant would benefit the region by adding a new source of electric supply, recent efforts by a power company to build a similar facility in the area had been defeated due to local concerns about its environmental impact.  K-C had to educate the public about the environmental and economic benefits of its proposed facility before construction could begin.

Solution:

We developed a simple, clear message to mill community leaders and residents: the new cogeneration facility would generate enough clean electric energy to power 34,000 homes, reduce regional greenhouse gas emissions, and enable the K-C mill to remain a competitive supplier.  We formulated an outreach strategy to brief key state and local elected officials, regulators and environmental groups about K-C’s plans, and then launched a public information program on the project’s benefits, which culminated in an “open house” for town officials and neighbors.

Results:

We secured grassroots community support and state level backing for the project, which allowed the power plant to be permitted and built ahead of schedule.  We also garnered extensive positive press for Kimberly-Clark’s energy independence project in local, state and national news media, underscoring the company’s commitment to sustainability and the environment.