{"id":324,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter29427_324\/"},"modified":"2012-11-05T09:33:48","modified_gmt":"2012-11-05T09:33:48","slug":"newsletter29427_324","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter29427_324\/","title":{"rendered":"Association Spotlight: LOGA"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">By<br \/>\n<\/span>Association Adviser<span style=\"font-style: italic; font-size: 10pt;\"> staff<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">When you say oil or gas in the U.S., most people<br \/>\nthink of Texas, Oklahoma or Alaska. But it turns out Louisiana is actually the<br \/>\ncountry&#39;s No.1 producer of crude oil, and, when combined with offshore production, the No. 2 producer of natural gas. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" height=\"203\" width=\"150\" align=\"left\" style=\"margin-bottom: 5px; margin-right: 10px;\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/gifford%20briggs2.jpg\" \/>Since 1992, the <a href=\"http:\/\/www.loga.la\/\" target=\"_blank\">Louisiana Oil &amp; Gas Association<\/a><br \/>\n(LOGA) has represented most of the independent and service sectors of the oil<br \/>\nand gas industry in Louisiana. As a tireless advocate for its 1,450 individual<br \/>\nmembers and 750 company members, LOGA creates business incentives for the<br \/>\nstate&rsquo;s oil and gas producers, fights against tax increases and burdensome<br \/>\nregulations, and educates the public and government about how important oil and<br \/>\ngas is to the state of Louisiana. <\/p>\n<p>How does a seven-person organization pack such a powerful punch? By blending the<br \/>\nbest of old school (speaking tours and lobbying) and new school (technology and<br \/>\nsocial media) communication tactics, according to Gifford Briggs, LOGA&rsquo;s vice president and chief lobbyist.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><\/p>\n<p>\t\t<span lang=\"EN\" style=\"font-weight: bold; font-size: 10pt;\"><\/span><\/span><\/p>\n<p><span lang=\"EN\" style=\"font-weight: bold; font-size: 10pt;\"><\/span><\/p>\n<p><span lang=\"EN\" style=\"font-weight: bold; font-size: 10pt;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><\/span><\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\"><\/span><\/p>\n<table width=\"\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\" style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: rgb(220, 220, 220);\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\"><\/span><span lang=\"EN\" style=\"font-size: 10pt;\">Domestic oil production has been booming since 2008 and<br \/>\nLouisiana accounts for more oil and gas production than almost any other state.<\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\"><\/span><span lang=\"EN\" style=\"font-size: 10pt;\">Members will not be annoyed by frequent communication from<br \/>\nyou if it is highly customized and highly relevant to their needs.<\/span><\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\"><span lang=\"EN\" style=\"font-size: 10pt;\"><\/span><span lang=\"EN\" style=\"font-size: 10pt;\">Integrating your various communications channels will<br \/>\nsubstantially improve the member experience and quite often your bottom line.<\/span><\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-size: 10pt;\"><br \/>\n\t<\/span><\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\">Baton Rouge-based LOGA represents the independent &#8220;non-integrated&#8221; members of<br \/>\nthe industry. These independent producers shouldn&rsquo;t be confused with fully<br \/>\nintegrated global conglomerates such as ExxonMobil, Shell and BP, which also do<br \/>\nexploration and refining, Briggs said. <\/span><\/p>\n<p><span lang=\"EN\" style=\"font-size: 10pt;\"><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\">Rapid<br \/>\nGrowth<\/p>\n<p><\/span>Although oil business in the Gulf of Mexico region has been in decline since the<br \/>\n1980s, LOGA&rsquo;s membership has grown robustly during the past five years thanks to<br \/>\nheightened attention toward the Haynesville Shale formation and a youthful<br \/>\nmembership and staff that has &#8220;really embraced social media and helped us push<br \/>\nour brand,&#8221; said Briggs. &#8220;I&rsquo;m 36 and the second oldest person here,&#8221; he joked.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The Haynesville formation, which <span lang=\"EN\" style=\"font-size: 10pt;\">came<br \/>\ninto prominence in 2008, <\/span>is a layer of sedimentary rock more than 10,000<br \/>\nfeet below the Earth&rsquo;s surface in northwestern Louisiana, southwestern Arkansas<br \/>\nand eastern Texas. It&rsquo;s believed to be the largest natural gas field in the<br \/>\ncontiguous United States. Several energy companies have begun work in the area<br \/>\nto explore the shale formation and drill for natural gas based on findings that indicate a potentially large supply trapped within some portions of<br \/>\nthe shale. This has helped put the spotlight on Louisiana both geographically<br \/>\nand in terms of using cutting-edge exploration techniques.<span style=\"font-weight: bold; font-size: 10pt;\"><\/p>\n<p><\/span><\/p>\n<p>&#8220;The need for energy is growing and the energy industry isn&rsquo;t going away any<br \/>\ntime soon,&#8221; said Briggs. &#8220;What&rsquo;s changing is the global balance of production. We can finally start weaning ourselves off foreign oil&mdash;something we&rsquo;ve been<br \/>\ntalking about since the Nixon Administration.&#8221;<\/p>\n<p>In addition to a revamped website, LOGA has about 7,500 fans across its three Facebook pages that are devoted to the moratorium on drilling, to the<br \/>\nHaynesville Shale and to the association itself. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><br \/>\n\t\t<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" align=\"left\" style=\"margin-top: 5px; margin-bottom: 5px; margin-right: 10px;\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/loga%20twitter%20page.jpg\" \/>LOGA also has about 2,500 Twitter followers and<br \/>\nits tweets are integrated directly onto the LOGA home page, which attracts<br \/>\n15,000 to 20,000 visits per month. This enables members to follow the oil and<br \/>\ngas industry in real time. <br \/>\n\t\t<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;We compile energy articles from all over our state,<br \/>\nand that&rsquo;s important because many of our members are not necessarily residing<br \/>\nin Louisiana and don&rsquo;t get the local news about our industry,&#8221; Briggs said. LOGA<br \/>\nalso has an impressive iPhone app that is primarily a news reader. LOGA developed the app for<br \/>\nfree, and it is downloaded 8,000 times annually. <br \/>\n\t\t<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">In addition to an online member directory and<br \/>\nonline buyers guide, LOGA&rsquo;s daily eNewsletter and bimonthly news alerts carry the most important stories of the day, while the LOGA conference group,<br \/>\nheaded by CeCe Richter, has transitioned entirely to electronic promotional<br \/>\nannouncements and online registration for its events. &#8220;We&rsquo;ve completely moved<br \/>\naway from paper. It not only saves us tons of money but seems to get us better<br \/>\nresults,&#8221; said Briggs.<\/span><\/p>\n<p><span style=\"font-weight: bold; font-size: 10pt;\">Overcoming Misconceptions<\/span><\/p>\n<p><span style=\"font-weight: bold; font-size: 10pt;\"><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">One of the biggest misconceptions LOGA fights is<br \/>\nthat its members are similar to ExxonMobil, Shell and BP&mdash;massive global<br \/>\norganizations that are doing only a small amount of domestic exploration and drilling.<br \/>\nIn actuality, LOGA members are primarily small independents doing the majority of domestic<br \/>\nexploration. <br \/>\n\t\t<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Everyone&rsquo;s anger toward the big oil companies<br \/>\nshouldn&rsquo;t be directed at us,&#8221; said Briggs. &#8220;We&rsquo;ve helped keep oil prices down<br \/>\nso that in the U.S, we&rsquo;re only the 100<sup>th<\/sup> cheapest gasoline in the<br \/>\nworld.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: bold; font-size: 10pt;\">High Frequency Communication without<br \/>\nOverdoing It <\/p>\n<p><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Our members are very tech-oriented when it comes<br \/>\nto drilling and exploration techniques, but we&rsquo;re not really that tech oriented<br \/>\nwhen it comes to computers and online communication,&#8221; said Briggs. &#8220;That&rsquo;s a<br \/>\nchallenge considering the insane amount of communication we send out. It&rsquo;s just<br \/>\nto the point of being harassment&mdash;30 to 40 times per month. But, everything is<br \/>\nhighly customized&#8211;we have 20 different templates, for example&#8211;which is one of<br \/>\nthe best things we&rsquo;ve ever done.&#8221; <\/p>\n<p>Among LOGA&rsquo;s seven full-time staffers are a full-time database specialist and a<br \/>\ndedicated <\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" align=\"right\" style=\"border: 1px solid rgb(0, 0, 0); margin-top: 5px; margin-bottom: 5px; margin-left: 10px;\" alt=\"\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/logt_0311_c.jpg\" \/>communications person (marketing &amp; membership development<br \/>\ndirector, Ben Broussard) who handles writing, news releases and getting LOGA in<br \/>\nthe press. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&nbsp;&#8220;Before we teamed up with Naylor half a dozen<br \/>\nyears ago, everything was technically in place, but Naylor really helped us<br \/>\nrevamp and get integrated and more profitable,&#8221; said Briggs. &#8220;The eNewsletter<br \/>\nwent from cost-center to profit center and our tri-annual magazine, <span style=\"font-style: italic; font-size: 10pt;\">LOGA Industry Report<\/span>, wasn&rsquo;t<br \/>\nrepresentative of who we were and wasn&rsquo;t very profitable. That&rsquo;s all changed.&#8221; The<br \/>\nprint edition now weighs in at close to 100 pages &#8220;and is something members are<br \/>\nproud to have on the coffee table&#8221; while the digital edition attracts about 600<br \/>\nmonthly visits. <\/span><\/p>\n<p><span style=\"font-weight: bold; font-size: 10pt;\">What&rsquo;s next?<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Video is the next area on which LOGA wants to focus. &#8220;We want to do more webinars and more<br \/>\nvideo clips in our press releases,&#8221; said Briggs. &#8220;We&rsquo;re being a lot more aggressive with<br \/>\nYouTube. Video-conferencing is also going to be one of our next big areas of<br \/>\noutreach.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">With OPEC oil reserves in decline and significant<br \/>\nnew oil and gas reserves being discovered here at home, the global energy<br \/>\nbalance is shifting and the U.S. could soon find itself at or near the top of<br \/>\nthe list of the world&rsquo;s oil and gas producing countries. Just as oil and gas<br \/>\nproducers are using a vast array of old and new techniques to facilitate<br \/>\nexploration, LOGA is utilizing a variety of old and new communications tactics<br \/>\nto explore better membership recruitment and retention. <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">And that&rsquo;s something that never goes out of<br \/>\nstyle. <\/p>\n<p>\t\t<span style=\"font-style: italic; font-size: 10pt; font-weight: bold;\">Don&rsquo;t forget to take our latest online<br \/>\nreader <a href=\"http:\/\/www.naylornetwork.com\/nay-adviser\/newsletter-v2.asp?issueID=29427\" target=\"_blank\"><span style=\"text-decoration: underline; font-size: 10pt;\">poll<\/span><\/a>. Find out what your peers are thinking.<\/span><\/span><\/p>\n<table width=\"\" cellspacing=\"3\" cellpadding=\"3\" border=\"0\" align=\"center\" style=\"width: 100%; margin: 5px; border: 1px solid black; border-collapse: collapse; background-color: rgb(220, 220, 220);\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<p align=\"center\"><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold; font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and<br \/>\n  comments <\/span><\/span><a href=\"mailto:associationadviser@naylor.com?subject=Spotlight%20on%20LOGA\" target=\"_blank\"><span style=\"font-weight: bold; font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">here<\/span><\/span><\/a><span style=\"font-weight: bold; font-size: 10pt;\"><span style=\"font-style: italic; font-size: 10pt;\">. <\/span><\/span><\/span><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This month&#39;s spotlight on communication excellence falls on the <a href=\"http:\/\/loga.la\" taret=\"blank\">Louisiana Oil &#038; Gas Association (LOGA)<a\/>, whose aggressive push into new media and technology has opened up a deep reservoir of membership growth and lobbying success in support of the &#8220;little guys.&#8221;<br \/>\n<em>By <\/em>Association Adviser <em>staff<\/em><\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-324","post","type-post","status-publish","format-standard","hentry","category-association-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Association Spotlight: LOGA - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/newsletter29427_324\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Association Spotlight: LOGA - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"This month&#039;s spotlight on communication excellence falls on the Louisiana Oil &amp; Gas Association (LOGA), whose aggressive push into new media and technology has opened up a deep reservoir of membership growth and lobbying success in support of the &quot;little guys.&quot; By Association Adviser staff\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/newsletter29427_324\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2012-11-05T09:33:48+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/gifford%20briggs2.jpg\" \/>\n<meta name=\"author\" content=\"Association Adviser staff\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Association Adviser staff\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/\"},\"author\":{\"name\":\"Association Adviser staff\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/3295b0ebb50ab785127c67672b4314ed\"},\"headline\":\"Association Spotlight: LOGA\",\"datePublished\":\"2012-11-05T09:33:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/\"},\"wordCount\":1186,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/gifford%20briggs2.jpg\",\"articleSection\":[\"Association Spotlight\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/\",\"name\":\"Association Spotlight: LOGA - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/gifford%20briggs2.jpg\",\"datePublished\":\"2012-11-05T09:33:48+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/3295b0ebb50ab785127c67672b4314ed\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/newsletter29427_324\\\/#primaryimage\",\"url\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/gifford%20briggs2.jpg\",\"contentUrl\":\"http:\\\/\\\/www.naylornetwork.com\\\/NAY-ADVISER\\\/assets\\\/gifford%20briggs2.jpg\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; 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