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Brian F. Keane
President,
SmartPower
Let’s Solarize From Connecticut To South Carolina & Beyond
Marketing Success Stories
1120 Connecticut Avenue, NWSuite 1040Washington, DC 20036www.smartpower.org
For organizations and companies looking to engage customers in energyefficiency and clean energy actions, SmartPower is the bridgelinking directly to residents and businesses.
Named the Unites States’ best non-profit marketing firm,SmartPower's exclusive focus on energy efficiency and clean energyresults in high visibility, high impact campaigns designed totransform how customers use, adopt and invest in clean energy andenergy efficiency. Our on-the-ground campaigns &conversations consistently result in strong customersatisfaction.
We provide strategic program design and implementation thattransforms how your customers use, adopt and invest in clean energyand energy efficiency.
Who We Are
• Founded in 2002 by The Connecticut Clean Energy Fund, The Pew Charitable Trusts, The John Merck Fund, The Surdna Foundation, The Emily Hall Tremaine Foundation and The Rockefeller Brothers Fund.
• Today our clients include utility companies, state agencies, private companies, the federal government and private foundations.
• We were named “The Best Non-Profit Marketing Firm in the US” in 2014 & 2015.
• We are a B2B Company that exclusively works B2C
Background on SmartPower
A Sample of SmartPower Clients
The Peer Effects of Solar Installation
Solar Energy Evolution and Diffusion Studies
What Do These Consumer Products Have In Common?
What Do The Consumer Products Have In Common?
• They all entered theconsumer marketplacethrough on-the-groundmarketing and peer-to-peer outreach.
• And all of them –save for one – no longerrely upon the on-the-groundoutreach.
• The others, you can buy atany CVS, Walgreens or Wal-Mart
Current Community + Stakeholders
Community + Stakeholders +
Social Networks
Solarize Connecticut
Creating “The Tipping Point”
The Solarize model aims to leverage social
interactions:
• Buy-in from town/community leaders
• Solar ambassadors (or solar coaches)
• Community meetings
• Group pricing discounts
• Social media campaigns
The Solarize Model
•We RFP Local Solar Installers to select a single installer for each 16 – 20 week long “Solarize” Campaign.
•We RFP the communities where we run Solarize Campaigns in order to get “Buy in” from the communities.
We Work With Town Leaders & Community Groups
Solarize Connecticut
• Generally they are 16-20 Week Campaigns in a city or town;
• One solar installer is selected per town;
• Tested variations of the program:
“Solarize Choice” “Solarize Express”
“Solarize Classic”
•Launched in 4 communities – now expanded to over 60 communities state-wide; (Plus, NC, SC, RI, MA, PA, etc. etc.)
•Working through community groups, local media, social media and city and town leaders we have increased residential and small business solar throughout the state;
•We host various events and work through existing local organizations;
•These aren’t canvassing campaigns –but rather, community outreach.
An On-The-Ground Outreach Campaign
To Increase Residential Solar
How Does This Happen?
Local Media Stories Help Build Awareness
Solarize Campaigns in Connecticut 2012-2015
Solarize Success!
$100 million of solar installed – on investments of less than $3.5 million
More than 3500 residential homes “solarized”
More than 20,000 residents inquired about solar energy for their homes
More than 28 MW installed
More than 25,000 Metric Tons of Green House Gases Reduced Annually
…But We’re Only Scratching The Surface
Although residential solar installation nationwide is growing fast --upwards of 7 GW in 2015 alone – solar electricity generation only represents roughly 1% of U.S. Electricity generation. (GTM/SEIA U.S. Solar Market Update Q3 2015)
Over 90% of U.S. solar installations are located in 10 states. (U.S. Department of Energy, 2016)
Low and moderate income (LMI) households represent 30-40% (2014 U.S. Census) of households nationwide.
Which all means, we’re a long way from...
The Success of the Vacuum Cleaner!
Thank You!
For More InformationContact
Brian F. Keane, PresidentSmartPower
1120 Connecticut Avenue, NWSuite 1040
Washington, DC 20036202-775-2040
