The Challenge:
With a growing interest in hydrogen as an alternative fuel, Shell Hydrogen designated Southern California for a first-in-the nation cluster of hydrogen fueling stations. In partnership with major car manufacturers and California Governor Arnold Schwarzenegger’s vision for the Hydrogen Highway, a number of stations were strategically located around the region to provide a fueling infrastructure for a test fleet of hydrogen fuel-cell vehicle drivers. Shell Hydrogen initially engaged Cerrell Associates to assist with the opening of the first station in the cluster, a West Los Angeles hydrogen station, and to manage all media and outreach activities related to it. As more stations were opened, Cerrell Associates assisted with community and elected official outreach resulting in approval for all four fueling stations.

The Objective:
Promoted Shell Hydrogen’s cluster of Southern California hydrogen fuel stations by developing and implementing an educational campaign via media relations, elected official engagement and community outreach.

Cerrell Key Activities:

• Designed and created all collateral materials for four hydrogen fueling stations.
• Led tours for all visits to the West Los Angeles station from official delegations from South Korea, Japan, and Canada among others.
• Developed curriculum for school field trips and conducted comprehensive outreach to local schools resulting in more than a dozen school visit with students ranging from third grade to AP Chemistry.
• Facilitated a strong partnership with Los Angeles Conservation Corp, a leading environmental organization in Los Angeles County, to provide field trips to station.
• Led tours for all media at the West Los Angeles station, including: Los Angeles Times, Sydney Morning Herald, Fortune Magazine, and Nikkei Business Journal.
• Assisted with all logistics and media outreach for press conference featuring Governor Schwarzenegger at West Los Angeles hydrogen station.
• Conducted political advocacy for Newport Beach hydrogen fueling station, resulting in unanimous approval by city’s planning commission.
• Managed political and community outreach campaign for Torrance station, including creating informational packets for residential mailing, organizing community event at Toyota campus, organizing all briefing materials for planning commissioners and city council.  All this resulted in approval by city’s planning commission.

Results that Speak for Themselves:
While initially a limited educational awareness campaign for the first hydrogen stations, Cerrell Associates’ work with Shell Hydrogen expanded to political, community and media outreach for all four hydrogen stations in the region.  Additionally, we were able to leverage the success of the original facility and a strong environmental message in order to gain unanimous approval for additional stations.

Contact Us:
Matt Gallagher, Vice President
P: 323-466-3445  |  E: gallagher@cerrell.com  |  web: www.cerrell.com

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