|
|
 |
|
|
|
|
|
The 2008 Presidential election is now in full swing. Over the past year SmartPower has dogged all the candidates as they swept across New Hampshire with great success.
The New Hampshire presidential primary provides a unique opportunity for average citizens to question the candidates, face-to-face. Besides Iowa, no other state provides the access to the candidates that New Hampshire does. In living rooms, schools, coffee shops, Town Hall meetings, and Candidate Forums, presidential candidates were asked questions about clean energy issues by SmartPower.
SmartPower's concern is where candidates stand on clean energy and energy efficiency and what national policies they support. We were able to question each of the candidates about these issues. Many of our questions were showcased on the 'Conversations with the Candidate' television program filmed by New Hampshire's statewide television station, WMUR. Two of the candidates agreed to be featured on the SmartPower blog and one candidate signed the SmartPower Declaration of Energy Independence, committing to putting our nation on the road to energy independence.
The New Hampshire presidential primary is a true exercise in citizen participation in the political process. Along with many other social and environmental organizations such as Clean Air-Cool Planet, PrioritiesNH, and the Carbon Coalition, SmartPower was proud to be an integral part of the candidate questioning process. In fact, the Boston Globe said, "The environment is a major issue in New Hampshire."
But to be sure, there is still much work to be done. In fact, in the 827 questions that NBC's Tim Russert has asked the candidates, not once has he mentioned the words "global warming." Astounding!
None the less, as the candidates leave New Hampshire and head west and south, we offer a wrap up to all of these activities. This newsletter will provide a recap of the comments of each candidate and highlight those of the two winners of the New Hampshire primary. Let's continue to make all of the remaining candidates understand how important clean energy and energy independence are to our nation!
Let's Make More!
Brian F. Keane
|
|
|
|
|
|
|
|
|
|
|
This month, one of the world's most visited websites, Yahoo.com, launched Yahoo Green, a website designed to raise awareness of global warming and to encourage energy conservation. The site allows people to take a "green pledge" to reduce their carbon emissions by completing simple tasks such as using compact fluorescent light bulbs (CFLs), lowering their thermostat by two degrees, or taking the time to organize a carpool to work once a week. Naturally, the site also demonstrates the substantial difference that results when all of these efforts are combined. Every time someone pledges to incorporate energy efficiency into his or her daily routine, a counter at the top of the site is updated to include this individual's efforts. For example, currently, 29,353 people are pledging to save 67,133 tons of carbon dioxide per year through a variety of actions. Energy efficiency works when people respond to marketing messages.
Since 2003, SmartPower has led national and regional research initiatives in order to craft effective clean energy marketing messages that will resonate with consumers and ultimately increase mainstream demand for clean energy.
Crafting compelling marketing messages is an important aspect of what we gain from undertaking our research. Because of our successes and our mission to help other stakeholder organizations utilize our lessons learned, SmartPower's Director of Marketing, Lyn Rosoff, would like to share with you some very valuable lessons learned.
|
| Lyn Rosoff, Director of Marketing |
Selling clean energy creates a different challenge for marketers. Staying ahead of an ever- changing consumer is critical in finding just the right positioning that will expand interest and engage customers. By identifying consumer barriers and understanding emotional connections to clean energy, we can expand sales beyond the proverbial "Low Hanging Fruit."
Here are some valuable lessons from SmartPower, based on regional and national research over the past five years. Hopefully these "lessons learned" will help marketers in their quest to connect to customers and expand business. Whether you're selling RECs, clean energy options or solar electric systems, the consumer still needs to understand "What's In It For Me?" in order to overcome barriers that keep them from purchasing.
Lesson One - One Size Does Not Fit All. Our research has told us what McDonalds' already knew -- that consumers are different across the country and how you shape your messages in the Northeast will be different from the way consumers respond in, for example, the Southwest. While you can learn from national polls, make sure you are up to date and current on the consumers in your own back yard.
Lesson Two - Value is not always Price. Value is composed on quality, price and convenience. We know that buying clean energy has never been convenient and when price is at a premium that means that quality and value must play a major role in selling. For example, we found that some solar customers are more concerned about avoiding rising energy costs over time rather than issues related to global warming. And that becomes the value that provides the most appeal. Helping consumers understand those value connections will help them overcome the financial hurdles to paying more.
Lesson Three - It's not just what consumers say, but what they aren't saying. We at SmartPower stopped relying on national studies about clean energy attitudes years ago when those studies continually pointed to consumer willingness (70-80% of those polled) to pay more for clean energy by $10 per month. What those polls weren't telling us was why that market never materialized. Our more in depth research approach uncovered the barriers to clean energy - that consumers just didn't believe that clean energy was reliable enough to power their home. Understanding this barrier helped shape our award winning "Its Real. Its' Here. It's Working. Let's Make More." campaign.
Lesson Four - Keep prospects in the pipeline. A "No" Today may be a "Yes" Tomorrow. Purchasing clean energy is not an impulse buy. Consumers may identify themselves as interested, but yet not ready to take action. Smart marketers will create tactics that identify these Inerts (interested in clean energy but haven't purchased) and develop tools to engage them until they're ready to buy.
Lesson Five - Keep it Simple, Stupid. Well, you're not stupid, but your customer does not have time to plow through volumes of information and statistics about global warming, CO2 emissions, or dig through old electricity bills to find out relevant information. You're going to have to make everything about clean energy purchasing a whole lot easier. In fact, even in our recent Energy Efficiency Living Diary research with teens and young adults, they told us they were willing to do things to improve their energy usage, but only if it was simple and didn't slow down their lives. The same is true for clean energy.
|
|
|
|
|
|
|
|
|
|
|
|
|
Nearly one year ago, SmartPower went to the Granite State in order to ask all of the candidates running for President their views on clean energy and energy independence for America. Unlike most of America, the people of New Hampshire expect to question every one of the candidates face-to-face about the issues of importance to them. SmartPower attended dozens of campaign events and asked all of the candidates their views on clean energy and energy independence. In this issue of the Clean Energy Current, SmartPower has recapped all of the candidates comments we heard over the past year. We will first present the views and statements made by the winners of the respective primary winners from New Hampshire, Senator Hillary Clinton (D-NY) and Senator John McCain (R-AZ). Subsequently, we will then remind our readers what the rest of the field has had to say about clean energy and energy independence since this coverage began early in 2007.
The Primary Winners
 |
Senator Hillary Clinton (D-NY): "I want to invest in clean energy technologies, and to establish a national program to reduce global warming and increase our fuel efficiency. The United States must be a leader in international efforts to address the problem of climate change." |
 |
Senator John McCain (R-AZ): "Global Warming is a huge problem and we must do something about it now. We need to become more energy self-sufficient and that means more fuel-efficient cars and conserving electricity. It may also mean we have to drill for more domestic oil, look at nuclear power, as well as exploring all types of renewable options such as wind, solar, biomass and ethanol." |
The Democratic Candidates:
Senator Joe Biden (D-DE): "Our dependence on fossil fuels is ruining our environment. In 2005 Senator Dick Lugar and I co-sponsored a bipartisan Senate Resolution calling on the United States to return to international negotiations on climate change. I think that we can strengthen our national security by reducing our oil consumption, transitioning to farm-grown fuels like ethanol and dramatically increasing our use of renewable energy - wind, water and solar."
Senator Chris Dodd (D-CT): "I am one of the only major candidates who has the courage to call for a carbon tax. I want this money to go into a fund to support renewable energy and cleaning the environment. Let the polluters pay. We absolutely need to expand our renewable capabilities and usage. I do not support nuclear options and want to encourage wind, water, solar and biofuels expansion."
Senator John Edwards (D-NC): "Along with the war in Iraq and affordable healthcare, renewable energy and global warming are the three main issues of this campaign. We need to start making some real sacrifices to deal with that problem. We must end our dependence on foreign oil and fossil fuels. We need to greatly expand our use of clean energy."
Former Senator Mike Gravel - (D-AK): "I want to cap Carbon Emissions as a means to end Global Warming. I want to employ a WPA-like national program to wean the US off of our dependence on fossil fuels."
Congressman Dennis Kucinich (D-OH): "I am a true environmentalist. In 2003, I put forth a national plan for the United States to use 20% Clean Energy by the year 2010. I strongly support any and all genuine and truly renewable non-polluting forms of energy." Congressman Kucinich was interviewed on the SmartPower blog. He also signed the SmartPower "Declaration of Energy Independence."
Senator Barack Obama (D-IL): "I have been leading the bipartisan effort to raise CAFÉ standards and to promote the development and use of hybrid cars. I am also working on a bipartisan effort to produce more clean coal."
Governor Bill Richardson (D-NM): "Renewable energy would play a huge role in my Administration. I want to initiate an Apollo-like program where in 10 years we have shifted 65% of our demand away from fossil fuels towards renewables. I am against a Carbon Tax." Governor Richardson was also interviewed on our blog.
The Republican Candidates:
Senator Sam Brownback (R-KS): "I am from Kansas, a corn-growing state. Wouldn't you rather be dependent on the Mid-West rather than the Middle East for your energy? I support using renewable energy in the US. But I also want to use our reserves of oil, and to drill in a very limited area in ANWR in Alaska, not more than 15 square miles. We also need to at least consider nuclear power."
Governor Jim Gilmore (R-VA): I will launch a national energy independence project to motivate American ingenuity and technology and to use research and tax incentives to free our nation from its dependence on foreign oil within 25 years. I also want to make dramatic increases in domestic energy production and increase the size of the Strategic Petroleum Reserve. I support expanding our use of alternative fuels like ethanol."
Former Mayor Rudy Giuliani (R-NY): "Let's get serious about energy independence. We need to put resources into ethanol production. We need to license more nuclear plants. Nuclear power is dangerous but so is every other form of power. We need to look into cleaning coal. Wind and solar energy today are just too inconsistent."
Former Governor Mike Huckabee (R-AR): "America needs to become more energy self-sufficient. We have to explore all types of energy options such as wind, solar, hydro, biomass, ethanol and, as Europe is doing, look at small nuclear."
Congressman Duncan Hunter (R-CA): "I support drilling offshore and in ANWR to reduce our dependence on hostile foreign sources. We need to increase our dependence on American oil. I would also support construction of more American oil refineries."
Congressman Ron Paul (R-TX): "I don't think that the jury has fully come in on global warming. There is still a lot of debate on that subject. I am a Free Trader and I think that if Clean Energy were a viable option, it would be more economical in the marketplace. We should look at more domestic drilling in the Alaskan National Wildlife Refuge and we should look at nuclear power as well as a short-term solution."
Gov. Mitt Romney (R-MA): "America is too dependent on foreign oil. We can use alternative sources of power. I support increasing our use of biodiesel, nuclear power and ethanol. We should also drill for more domestic oil in the Continental Shelf and in Alaska. Combine that with improving our energy efficiency and we will no longer be dependent on countries that are potentially hostile to us."
Congressman Tom Tancredo (R-CO): "America can become more energy self-sufficient by broadening our exploration of domestic oil reserves. We need to get the oil out of the Alaska National Wildlife Refuge. Had President Clinton not vetoed in 1995 the realistic and responsible development that was planned, that fuel would be providing American jobs today. Domestic oil production is affordable. Renewable energy is not."
Former Senator Fred Thompson (R-TN): "Our dependence on foreign oil threatens our national security. We have to become more energy independent by increasing domestic drilling for oil. We certainly can drill in Alaska in ANWR; I am absolutely convinced that we can do that without environmental damage. We should also look to drilling on the Outer Continental Shelf."
Former Cabinet Tommy Thompson (R-WI): "America must become more energy independent and break its reliance on foreign oil. We must make greater investments in renewable energy, like ethanol.
|
|
|
|
 |
| "SmartPower President Brian F. Keane and FOX 5 reporter Claudia Coffey." |
A week ago, SmartPower president, Brian F. Keane had some early morning visitors at his home. The Washington, DC Fox 5 TV news reporter Claudia Coffey and a film crew arrived in a satellite truck and parked it in front of the Keane home to interview Brian in a segment called, "Saving Money in the New Year: Making Green by Going Green."
While many of the Keanes' neighbors may have wondered why a large satellite truck was parked for hours in their quiet neighborhood, Brian was busy helping FOX 5 viewers understand how they can save money and be environmentally conscious at the same time.
The purpose of the segment w as to show viewers they can save money while also saving energy. Brian demonstrated many of SmartPower's energy efficiency-recommended tasks such as replacing incandescent bulbs with compact florescent bulbs. Brian also demonstrated that plugging televisions and cable boxes into power strips and then shutting those strips off can prevent 'phantom loads.' These 'phantom loads' occur when appliances and electronics are shut off but left plugged into an outlet. Even while 'off,' these electrical components still draw small amounts of electricity, resulting in increased electrical costs for the home as well as a bigger carbon footprint. Over time, even small amounts of electricity can add up to significant amounts of money wasted and CO2 emitted.
 |
| "Reporter Claudia Coffey and her cameraman." |
As Fox 5 TV's Claudia Coffey summed it up, "You're saving money and saving the environment at the same time."
|
|
|
|
|
|
|
|
Pennsylvania is kicking its coal habit, one municipality at a time. As part of the Pennsylvania Clean Energy Communities Campaign, twenty-three brave municipalities have committed to purchasing 20% clean energy by 2010 as well as getting large numbers of their community members to sign up their homes for clean energy. SmartPower wants to recognize three super star municipalities that have worked hard to reach their goals, becoming the first Clean Energy Communities in Pennsylvania and qualifying for their free 1kW solar energy systems (worth $10,000) as symbols of their leadership.
Swarthmore Borough is renowned as an environmentally friendly community but they have just outdone themselves. On December 5, 2007, the borough signed up over 26% of their community members for clean energy, attaining one of the highest participation rates in the country. Over the past year, the borough has worked hard to achieve that goal, waging a clean energy competition with a neighboring municipality, partnering with student canvassers at Swarthmore College, and hosting educational and community events to promote clean energy. In addition, the borough purchased 20% clean energy in 2007, far surpassing campaign requirements. As a result, the borough will also receive the high designation of an EPA Green Power Community for their exceptional clean energy purchases.
Upper Dublin Township became the first township in Pennsylvania to purchase 100% clean energy, accounting for 2,240 MWh annually. On January 4, 2008, the township also signed up an additional 200 customers in their community, qualifying as a Clean Energy Community. Upper Dublin developed many new marketing ideas to promote clean energy to their communities, developing a series of educational Public Service Announcements and partnering with local schools to promote clean energy.
Lower Makefield Township was the first community to commit to the campaign, showing that they are innovators from the very beginning. In addition, they have served as a shining example of bipartisan unity, as Republican and Democratic Supervisors joined forces to demand clean energy in order to declare their energy independence and solve the climate crisis. They reached out to their community members, signing up over 300 new customers, far surpassing their original goals. On December 5th, they became the first Clean Energy Community in Pennsylvania and barely breathed before launching a comprehensive energy audit so they could get a jump start on becoming energy efficient.
Congratulations to all these outstanding communities that are giving Pennsylvania a new chapter in history as a clean energy state.
|
|
|
|
|
|
|
|
|
|
|
As 2007 came to a close, it is safe to say that the SmartPower's 20% by 2010sm Campaign has truly hit a tipping point. We've gone from 35 cities and towns as of January 2007 that had committed to the SmartPower campaign to the current total of 67 municipal commitments. It has truly been a remarkable year.
Creating a tipping point is certainly not an easy task to embark upon. Taking tips from Malcolm Gladwell's book titled 'The Tipping Point,' SmartPower began by reaching out to small groups of socially infectious early adopters. The early adopters, such as the city of New Haven and town of Portland, really set the stage for other towns to follow suit. Their enthusiasm and commitment to the campaign slowly began to spread to surrounding communities.
The next step to fostering the progression of reaching a tipping point is making sure the product has an "intrinsic contagiousness." By partnering with the Connecticut Clean Energy Fund to create the Clean Energy Communities Program, municipalities that committed to the campaign were offered a free 1kW (or 2kW) solar system for every 100 CTCleanEnergyOptions customers that signed up within their community. This added incentive helped to make the program unique, created monetary value as well as a visible sign of the town's leadership and commitment. All key ingredients to help move the campaign along the tipping point evolution.
The third factor that helped push the campaign to reach a tipping point was the timeliness of its goals. Municipal commitments to 20% clean energy by 2010 fit into the context of the bigger climate change and energy independence picture. Over the last 2 years we have seen a significant increase in people's awareness about climate change and concern over decreasing our dependence on foreign fuels. The campaign has truly allowed towns and cities across the state to take action on a local level.
As towns and cities in the nutmeg state continue to reach out to SmartPower to express interest in joining the campaign, SmartPower is proud to have worked with the Clean Energy Fund to demonstrate how to create a successful clean energy tipping point in the State of Connecticut.
The most recent towns to make a commitment to the 20% by 2010 Campaign include Granby, Chaplin, Wilton, North Stonington and East Haven. We applaud their leadership and commitment to clean energy and look forward to helping them become official Clean Energy Communities.
|
|
|
