Urenco ChallengeResponsible Nuclear Stewardship to Enrich the Future with Carbon-Free Energy

Challenge: How could UUSA leverage its position in the nuclear fuel cycle to create a marketing strategy focused on thought leadership and improving brand recognition in its focused segment

1. Evaluate Urenco USA’s profile.
   1. Where in the uranium fuel market does the company reside and what are its key objectives?
   2. How can the company’s key business objectives and be leveraged for the improvement of society?
   3. What are UUSA’s strengths in ESG?
2. Understand the stakeholders.
   1. How does the public perceive nuclear power, and what are the driving factors for this image?
   2. What does the industry perceive of UUSA and why?
   3. What do prospective employees think of nuclear power and the company?
3. Assess the industry’s dynamics and how change is perceived.
   1. Culture (define what the culture of the Nuclear Industry is)
   2. Safety is always a key priority and highlighted. Does this actually cause the development of a positive or negative impression
   3. Motivations (how solutions can be delivered in a risk averse narrative while still taking advantage of open innovation)
4. Get Creative and Innovative
   1. What other introduction to new technology has been as dramatically negative (think atomic bomb)
   2. Think: Key benefits, misunderstood characteristics
5. Deliver an implementable solution based on research and surveys based on scope of the project.
   1. A marketing campaign that uses diverse elements of social media
   2. Vetting of marketing campaign on key focus groups of general population as well as prospective employees

Corporate Sponsor & Mentor

1. Name of the Senior Sponsoring Executive: Paul Lorskulsint (Chief Nuclear Officer)
2. Name of the contact person who will coordinate the work with our student group: Paul Lorskulsint (Chief Nuclear Officer)
3. Name of Senior Executive who plans to attend Mid-point Review & Final Presentation: Paul Lorskulsint (Chief Nuclear Officer), Lisa Hardison (Communications Manager – tentative)