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SPECIAL S E C TIO N I //////J20I5 T O P 49ers

Strategic Branding and Marketing Top 49ers find success through many methods

Editor’s Note: To go with the top 49ers theme this year we asked: “What is your company’s most significant branding or marketing strategy that has been successful?” Here are

’ comments from many of the 2015 Top 49ers.

, The most recent marketing campaign : for ASRC began in March of 2013 as i a joint effort between ASRC and the S North Slope Borough. Our theme, ; Strengthening Alaska Through Our : Values, highlights the positive cultural : as well as business impacts of ASRC jand the NSB. The latest commercials Iwere shot in various locations on the : North Slope in November of 2014 . and include a wide variety of scenes; ' these include ASRC board chairman i Crawford Patkotak caribou hunting ; with his sons to a welding class at I llisagvik College. These television • ads won an Emmy Award from the \ Northwest Chapter of the National t Academy of Television Arts & I Sciences in June of 2015.

-Arctic Slope Regional Corporation

' BBNC has utilized TV, radio, print, ; digital media, and social media I channels to successfully reach -Alaskans.

-Bristol Bay Native Corporation

[ Providing customers with a one- i stop shop that offers multi-modal 5 solutions tailored to their exact I needs, utilizing air, surface, sea ■ transportation, and logistics ■ services.

-Lynden, Inc.

| We treat our workforce like an \ invaluable asset.

-Chenega Corporation

In tandem w ith our corporate restructuring in 2013-14, Chugach underwent a rebranding e ffo rt to include refreshing our company logos, developing branding guidelines; and conducting a complete corporate website redesign. In alignment w ith our corporate marketing strategy to continue diversifying and pursuing future investment and growth opportunities, our intent is to serve as a good owner of multiple companies. We are able to achieve this vision through consistent, focused marketing and branding messages that reinforce our Alaska Native values and ownership philosophy.

-Chugach Alaska Corporation

Afognak Native Corporation, Alutiiq LLC, and its subsidiaries maintain the afognak.com and alutiiq.com websites as their primary marketing vehicles, beyond direct proposals for government and commercial contracts. Their reputation is built on innovative partnerships while providing comprehensive, high quality services to customers. Afognak Native Corporation is rooted in the core Alutiiq values of harmony, respect, efficiency, communication, trust, Elder knowledge, and heritage. As an Alaska Native Corporation, employees and shareholders are united in this shared value system. A leader in service contracting in Alaska and beyond, they rely on past performance as their most successful business marketing strategy.

-Afognak Native Corporation / Alutiiq LLC

Earned 2015 Public Relations Society of America Alaska Chapter Aurora Award, Multicultural Public Relations, for descendant enrollment informational campaign.

-Calista Corporation

Doyon’s oilfield services pillar companies continue to be leaders in their industries on Alaska's North Slope. Doyon Drilling, Inc. (DDI), our flagship company, operates on the North Slope of Alaska with seven of the most unique oil and gas land drilling rigs specially designed to drill oil wells in extreme conditions. In addition, ConocoPhillips contracted with Doyon Drilling to build a new rig, Rig 142, for the Kuparuk River Unit. Rig 142 will go into commission in 2016.

-Doyon, Limited

We are an Inupiat Alaska Native village corporation. Our first strategic imperative is to implement our traditional and time-tested Inupiat values as company values throughout UIC. These core values are the same as those of our Inupiat ancestors: Sharing, Compassion, Avoidance of Conflict, Knowledge of Language, Respect for Nature, Hunting Traditions, Family and Kinship, Cooperation, Humility, Humor, and Spirituality.

-Ukpeagvik Inupiat Corporation (UIC)

One of CIRI's wholly owned subsidiaries is CIRI Alaska Tourism Corporation (CATC). The rebranding of CATC has successfully raised awareness that Talkeetna Alaskan Lodge, Seward

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O c to b e r 2 0 1 5 | Alaska Business M onthly

Windsong Lodge, Kenai Fjords Tours, Kenai Fjords Wilderness Lodge, and Alaska Heritage Tours are Alaska Native owned and operated companies. While many tourism companies in Alaska are based outside the state, CATC is uniquely Alaskan. The profits from the operation are returned to Alaskans in the form of dividends paid to CIRI Shareholders. The CATC marketing strategy under the new brand has been successful in achieving top-of-m ind awareness for our Alaskan owned and operated lodges and day cruises in a global tourism marketplace.

-C o o k Inlet Region, Inc.

Through superior service, safely provide reliable and competitively priced energy.

-Chugach Electric Association, Inc.

Olgoonik Corp. is committed to clear, honest communication. Our advertisements, presentations, and any print or online material reflect that commitment. We use straightforward language to demonstrate who we are and what we offer. That direct, authentic approach supports our positive corporate reputation for dependable performance; it also reflects our position and values as an Alaska Native owned company. Even our unmistakable logo is simple and tru e —a brand that honors our Inupiat culture as it gains global recognition fo r the good business it represents.

-O lgo on ik Corporation

Our reputation. -Udelhoven Oilfield System Services

Ahtna, Inc., in conjunction with Chitina Native Corporation and the eight federally recognized tribes of the Ahtna region, is proposing a Federal-State-Tribal co-management structure that will help maintain the Ahtna people's customary and traditional hunting practices on Ahtna lands. The goal of the co-management structure is to unify wildlife management

throughout Ahtna's traditional territo ry and improve the current dual federal-state subsistence wildlife management system, which has proven to be ineffective, by replacing it with Ahtna’s proposed co-management structure.

-A h tn a , Inc.

In 2014, Era Alaska became Ravn Alaska with a successful statewide rebranding campaign.

-Ravn Alaska

Alaskans serving Alaskans since 1980. Tailoring each of our stores to the community it serves.

-Three Bears Alaska, Inc.

Continuous excellence in execution. -D a vis Constructors & Engineers, Inc.

In the fall of 2014, First National refreshed its brand with a campaign designed to reinforce the bank’s position in the market as Alaska's community bank, with the theme, “We Believe in Alaska." The brand advertising communicates the bank’s core values to our employees, our customers, and our neighbors. The refresh also serves to communicate First National’s commitment to Alaska. W ith real customers in their homes and businesses across the state as the focal point, the campaign highlights Alaskans who, like First National, have a strong belief in the state’s future and its growth.

- F ir s t National Bank Alaska

The Tatitlek Corporation and its subsidiaries (Tatitlek Team) most successful strategy for obtaining new customers and retaining existing customers is to provide high quality services and products at affordable prices. While the Tatitlek Team does participate in various business-line specific trade shows, keeps all databases and websites up- to-date, and occasionally advertises in trade magazines, we have found that hard work, accurate billing and recordkeeping, low overhead costs, management availability, and our

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> employees' willingness to go above :and beyond for our customers is the best marketing strategy available.

-T h e Tatitlek Corporation

Building Something Bigger. : Building something bigger means ■ more than expanding our reach—it means continuously responding to the needs of our customers

' and community and improving .the quality of our products. For a region that stretches from Eagle River to the south and Cantwell

Ito the n orth —providing superior service is our daily mission. Our co-op was created more than

‘ six decades ago to bring phone .service where no commercial companies would. We are proud of where we stand today. MTA has

.brought many communication firsts to our region, and we move into • the future as a technology leader. At MTA we are building an even better customer experience.

-M T A , Inc.

leader in environmental stewardship and corporate citizenship.

—Usibelli Coal Mine, Inc.

Brand identity through advertising, participating in trade shows, community involvement, and company events.

-C o nstru ction Machinery Industrial

Geneva Woods is dedicated to improving lives through attention to our six senses: Sense of Purpose, Pride, Urgency, Community, Humor, and lastly, Common Sense.

-Geneva Woods

■ To celebrate the diversity of our ;• broad service area and recognize the 188 individuals who keep the

[lights on, MEA has gone back Mo our cooperative roots w ith a \new campaign "We are all MEA,” ■which highlights the stories of our communities and the heroes behind

tour electrical infrastructure. -M atanuska Electric Association, Inc.

HEA concentrates on member oriented special events that include seven community meetings, an Energy and Conservation Fair, and an Annual Meeting. HEA also targets young people with a scholarship program and participation in youth leadership programs.

-Flom er Electric Association, Inc.

Anchorage Chrysler continues too be Alaska’s #1 hometown . dealer since 1963. Our business ■ continues to grow w ith proven ^customer satisfaction, repeat ; customers, and referrals. Our ^Dealer Rater rating is 4.9 w ith over ■ 850 reviews.

-Anchorage Chrysler Dodge Center

With 65 percent of our shareholders now living outside of our original ten villages, Facebook has become one of the most effective ways The Kuskokwim Corporation (TKC) engages with shareholders. We have found that we are able to interact and communicate with several generations of shareholders in real time and at no cost beyond staff time. Social media has allowed us to be highly responsive to questions and concerns immediately and monitor "Facebook chatter" important issues. TKC still utilizes direct mailings, but now also uses social media to give shareholders "heads up” to be on the lookout for certain documents and important information in the mail.

-T h e Kuskokwim Corporation

We developed a five-year strategic business plan.

-Sitnasuak Native Corporation

Attention to individual customer requirements.

-V itu s Energy LLC

On Design/Build projects we are noted for providing quality, attractive, energy efficient, and durable projects at a very competitive cost. This requires a broad knowledge of building systems and the ability to work with the designers to implement cost saving systems. On government, Corps of Engineers projects, we have the trust and confidence of the COE that we will implement their design intent.

-W a tte rso n Construction Co.

Consistency of our branding message for thirty-eight years while constantly expanding our reach— particularly to millennial through digital and social media.

-Seekins Ford Lincoln, Inc.

Doing great work ensures DOWL will continue to keep and attract new clients.

-D O W L

Builders Choice is committed to the pursuit of excellence in its work and to develop strategies that are able to meet changing market conditions and changing customer needs.

-B u ild ers Choice, Inc.

We have changed our company branding to AER on all signage.

- A irp o r t Equipment Rentals

UCM provides abundant, reliable, and affordable energy while being a

PenAir is celebrating its 60th anniversary this year starting in Pilot Point, Alaska. We have expanded our passenger service to include Presque Isle, Maine; Plattsburgh, New York; Boston, Massachusetts; Portland, Oregon; Crescent City, California; and Klamath Falls, Oegon.

-P e n A ir

Investing in our employees and our customers is the most successful branding and marketing strategy for Alaska Industrial Hardware. We invest in our customers by providing them with the largest on hand inventory in Alaska and the most strategically located locations to serve their needs. We develop the most competent staff in our industry by investing in our employees through continued education assistance, product specific training, and mentoring.

-Alaska Industrial Flardware, Inc.

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vV\A/w.ak6izmag.coixi October 2015 | Alaska Business Monthly

Roger Hickel Contracting’s brand strategy is adopted from our workmanship, past performance, and through our relationships with clients, designers, subcontractors, and suppliers. Our company’s marketability comes from client testimonials and achievements recognized by our community. It is also spread by involvement through for-purpose organizations and community events. Roger Hickel Contracting stays current with new technology and is active in crowdsourcing, online publications, and information sharing portals. Despite new social networking technology, word of mouth is still a significant part of our overall branding and marketing strategy.

-Roger Hickel Contracting, Inc.

> g t > -----M edical Staffing

Vitus E N E R G Y

Credit Union 1 is a uniquely philanthropic financial institution. Each year, we teach, build, fundraise, and volunteer in our Alaskan communities! Our wide- ranging social activities and financial services represent the heart of the credit union movement—a movement for people helping people. Last year, Credit Union 1 employees volunteered over four thousand hours of their time to community service projects, lending a hand in schools, soup kitchens, and more. W ith our members’ help, we fundraise and donate over $100,000 annually toward positive change in our communities. In addition, we provide free financial education classes statewide that help Alaskans in all walks of life to improve their financial well-being and achieve goals.

-Credit Union 1

TRUCK SERVICE | RARGE SERVICE | FLIGHT SERVICE Tel: 907-278-6700 Web: www.vitus-enerpy.com

R|S|A| E n g in e e rin g , Inc. MECHANICAL AND ELECTRICAL CONSULTING ENGINEERS

® RSA has proudly provided ® Electrical and Mechanical ® desian services in. Alaska • zm jar aver 25 years.

Anchorage, AK (907) 276-0521 Wasilla, AK (907)357-1521 rsa-ak.com

Member service is what keeps our members loyal, and we train and develop our staff to provide the best service possible to help our members achieve financial success. Our new member engagement program, initiated in 2014, has been very successful in helping us retain a large percentage of our new members.

-Denali Alaskan Federal Credit Union USIBELLI COAL MINE, INC.

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