As part of a research project funded by the Department of Energy's (DOE) Nuclear Energy University Program (NU-12-VA-VCU_-0205-01), a study was undertaken to examine the best practice themes of Educate, Communicate, and Affiliate for underlying successful branding/re-branding campaigns. These themes were specifically examined to see if people s perception of the nuclear fuel cycle could be influenced in a positive direction. The Educate theme corresponded with Jive key messages on nuclear energy, which were incorporated into an infographic. Communicate was enacted using the infographic, thereby assessing the role and impact ofan infographic in influencing public perception of the nuclear fuel cycle. The testing campaign employed the use of the Net Promoter Score, which represents the blue ribbon standard most companies use to measure and understand customer's preferences and experiences. The Net Promoter Score methodology includes segmenting a particular group of individuals in detractors, passives, or promoters. A baseline Net Promoter Score to measure energy customer's preference for nuclear energy was initially established in a pilot test conducted by a team of Virginia Commonwealth University's Executive MBA students. This team of students also developed the first version of the survey. Replication of results was undertaken by the research team using a survey methodology with a nationwide US sample. Preliminary results provide strong evidence that use of an infographic can improve opinions to support, recommend, choose, and prefer nuclear energy relative to other energy sources. These results and implications are presented and discussed.
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