|
|
 |
|
|
|
|
|
As 2007 draws to a close, there is no question that this has quite simply been a remarkable year for SmartPower. Because of our successes, we thought it was appropriate to draft as our final newsletter of the year - The Best of 2007. Thus, this issue of the 'Clean Energy Current' will highlight some of our accomplishments and herald our unprecedented growth over the last 12 months.
From our humble beginnings in Connecticut and Rhode Island, to our continuing work in Massachusetts, SmartPower purposely concentrated its early efforts in New England. We have since expanded West and South across the United States. From our marketing fieldwork in Pennsylvania, to varied projects in South Carolina, Arizona, and Oregon, we have criss-crossed the country trumpeting our marketing expertise on the benefits of clean energy.
In 2007, with what is arguably are single greatest milestone of the year, we brought our marketing acumen to the cause of energy efficiency. Phase One of this work began with our energy efficiency market research. Through this research we are seeking to uncover the 'barriers' that the American consumer faces when they think about energy efficiency. And once we identify those barriers, we will craft messages that will resonate with consumers across the nation - creating a nation of energy efficiency and clean energy consumers!
This research project has been greatly enhanced by the collaboration of organizations and state agencies that have teamed with SmartPower to form the Northeast Climate Protection Partnership. This collaboration that consists of the Region One office of the EPA, the six respective Departments of Environmental Protection across New England, and the Connecticut Clean Energy Fund, is in the process of developing a teen focused campaign that will effectively create a generation of energy efficiency 'ambassadors' that will make efficiency cool and impact not only their peers, but those generations older and younger alike.
In addition to our other successes highlighted in this newsletter, we are also proud to point to the creation of 'SmartPower Europe.' This marketing initiative with various groups and individuals in Europe has become a collaborative effort with many people that share our common belief about clean energy. From London, to Paris, to Reykjavik, there is worldwide support in promoting clean and renewable sources of energy, and we are proud to be a small, but growing part of this.
To accept the challenge of an ever-increasing array of new projects and stakeholders, while constantly remaining focused on the marketing initiatives we have become known for, SmartPower added 3 new staff members during 2007. With a growing staff and the anticipation of concluding the first phase of our groundbreaking and collaborative energy efficiency research, 2008 looks to be another banner year. This enthusiasm is also heightened as we plan to introduce our marketing and field operations in North Carolina and other parts of the south.
Our marketing messages are truly resonating with a public that is demanding answers to the problems of global warming and energy independence. As our research has shown us, time and again, the public understands: "Clean energy. It's real. It's here. It's working."
Happy Holidays - and Let's Make More!
Sincerely,
Brian F. Keane
|
|
|
|
|
|
|
|
|
|
|
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. From our early research with the Clean Energy States Alliance (CESA) to more recent projects such as the opportunity to work with the Massachusetts Technology Collaborative (MTC) and its 'Clean Energy Choice' program, SmartPower provides new ways to craft marketing messages and strategic approaches to selling clean energy and now energy efficiency.
|
|
SmartPower's Lyn Rosoff's 'Five Keys to Successfully Marketing Clean Energy' will be a daily feature of the SmartPower Blog December 17th through 21st.
|
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 would like to share with you some very valuable lessons that it has learned over the last five years.
During the week of December 17th to 21st, SmartPower will publish the "Five Keys to Successfully Marketing Clean Energy - Lessons from 5 Years of SmartPower Research" - which was written by SmartPower's Director of Marketing, Lyn Rosoff. The five marketing lessons will be offered one marketing lesson per day, and they will be posted on the SmartPower blog.
Don't miss them!
|
|
|
|
|
|
|
|
|
|
|
|
"SmartPower, YouTube, and the Internet"
The Internet, perhaps more than anything else, has helped define Pop Culture, not only in the United States, but globally as well. As has been well documented, SmartPower conceived the idea of harnessing the creativity of the YouTube community for the next clean energy marketing message. We created the SmartPower & YouTube Clean Energy Ad Challenge and asked for video submissions that offered a compelling clean energy message. The winning ad would garner a $10,000 prize. SmartPower created a YouTube online community and over 800 people joined it to view all of the entries and to submit their own.
Over 150 ads were submitted and the SmartPower staff and expert panel selected the 'Top Ten Finalists.' From that grouping the winner was chosen. In the spirit of "American Idol", SmartPower shared all Top Ten ads on our website!
Beginning on June10th, and over the next eight days, SmartPower removed one ad each day, leading up to the "last ad standing" on June 18th. On that day, SmartPower announced the winner of the 'Clean Energy Ad Challenge' from The One Club in New York City and presented a check to an 18 year old college student who beat all of the other finalists with his submission 'Telephones.'
This ad used elements of humor and surprise to craft an effective clean energy message. The story of contest-winner Dan Sheppard became even more interesting as we learned that he was an advertising major at the University of Nebraska. His natural talent and ability were evident through his creativity and understanding of the SmartPower clean energy message.
News of the overwhelming success of the SmartPower & YouTube Clean Energy Ad Challenge virally spread across the Internet and was reported in countless blogs such as AdPulp and Getting Attention. It also rated a mention in the 'In Advertising' column in the New York Times. The results unquestionably proved that our idea was a winner on its own and that other organizations have taken notice of what we did to harness the creativity that truly exists everywhere.
But our efforts to promote our marketing messages on the Web have not been solely relegated to our work with YouTube. SmartPower is always looking for new ways of reaching an ever-widening audience, beyond our website visitors.
In February, we launched the SmartPower Blog. The blog, written by veteran blogger, Willy Ritch, features brief and interesting topical columns relevant not only to SmartPower, but also to clean energy, environmental concerns, and the movement toward energy independence and a cleaner world. They are written in a less-formal style and are posted on a frequent basis.
 |
| SmartPower Blogger Willy Ritch |
Ritch is a former talk-show host with over twenty-five years of broadcast experience in radio and TV. His writing style is always engaging and interesting. From interviews with presidential candidates, to explaining current clean energy legislation, to irreverent but amusing stories about funeral homes being clean energy leaders, the blog is always lively and informative.
Read it today!
|
|
|
|
|
|
|
|
|
|
|
|
|
|
to learn how to sign up in your state. |
|
|
|
|
|
|
|
|
|
SmartPower's focus over the past five years has been the growth of the clean energy market. Our expertise in uncovering consumer barriers and developing campaigns to address those barriers has contributed to market growth.
Now, however, there is little doubt that the best of the 'Best of 2007' is our new and exciting market research on energy efficiency. SmartPower is truly excited about the prospect of joining together our award winning clean energy with this much needed energy efficiency market research and ultimate marketing strategy for energy efficiency.
The majority of clean energy and energy efficiency stakeholders agree there is need for a stronger, more powerfully motivating campaign that engages all consumers in energy efficiency. Many stakeholders as well as SmartPower all feel such a campaign can have an enormous effect in creating an educated public that is more conscious of its energy usage and consequences.
In 2007, SmartPower started an initiative to provide this campaign.
Over the past year, SmartPower has partnered with Department of Environmental Protection agencies throughout the Northeast and the Boston office of the EPA, as well as the Connecticut Clean Energy Fund, to form a collaboration to begin the implementation of a message research approach akin to our work in creating the very successful 'Clean Energy, Its Real. Its Here. Its Working.' Campaign.
A highlight of our research was the implementation of a 'Living Diary' research study to develop themes, messages and ultimately create a marketing campaign that would change consumer behavior. SmartPower recruited a cross section of New England residents for a real life market research experiment and over a two week period asked them a series of questions, gave them homework assignments and other tasks that led to over 1000 diary entries, all designed to solve and address these three issues:
- Barriers to being energy efficient,
- Motivations for being energy efficient and
- Identification of energy efficient activities most likely to succeed.
Though preliminary, the results have been astonishing and surprising.
The participants in the SmartPower study wanted to know what is in it for them. They yearn to be inspired. They resist being preached to. They want to feel that they are a part of a 'we' approach. They want to understand and feel the real world ramifications of their actions. They're busy. They're overworked. They want simple, quick tasks they know will make a difference. They want to feel smart and cool. They want to feel empowered and knowledgeable about saving money and saving energy. And on and on and on.
SmartPower's research also revealed a distinction based on age and life stage in how they view energy efficiency. The old school mentality is one of not being wasteful, reducing, reusing and maintaining. The new school mindset is one of 'saving my world' with opportunities, new ideas and technology. Neither of these perspectives is better or worse, but clearly the creative message designed for the teen audience needs to be very different from the messaging that speaks to older generations
While these findings are significant, that is truly only the beginning. Early in 2008, Phase Two of our research will involve SmartPower developing campaign concepts and creative approaches that will be tested in focus groups throughout New England. Our research will ultimately lead SmartPower and the rest of the New England Climate Protection Partnership to a final marketing strategy that will be launched in specially selected states across the country.
When our energy efficiency research has been completed and our marketing toolkit is implemented, we will have a consumer friendly message that breaks through and resonates with the American consumer - causing them to adopt energy efficiency in their lives
|
|
|
|
The Keystone State began 2007 with 9 communities having joined the Pennsylvania Clean Energy Communities Campaign. As 2007 draws to a close, the SmartPower partnership with the Pennsylvania Sustainable Development Fund (SDF) and other stakeholder members of our Pennsylvania coalition can now boast 23 communities in this campaign.
An example of the energy and enthusiasm this program has generated in the PECO territory of Southeast Pennsylvania was the Watts for Breakfast brunch on March 24th. At this event, local officials and community members flocked to learn more about clean energy and hear what their neighboring communities are doing to get out the word that clean energy is real, it's here and it's working!
Further, though the commitment of a municipality would not ordinarily be considered a singular highlight, it is important to note three Pennsylvania communities, in three different counties that set a new standard for leading the fight for clean energy and against global warming. Nether Providence, Abington, and London Grove Townships have each made a commitment to the SmartPower 20% by 2010 campaign; thus joining the Pennsylvania Clean Energy Communities program. What makes these communities so unique is that they have done so without the promise of a 1kw solar PV system promised to an earlier 20 communities in southeastern, PA that have committed to 20% by 2010.
With the above precedent set by these three Pennsylvania communities, perhaps the clarion call for 2008 should be that hundreds more municipalities from across the country should follow suit and commit to 20% clean energy use, even without the benefit of added incentives.
Pennsylvania is truly a hotbed of clean energy activity!
|
|
|
|
|
|
|
|
 |
| "Speakers at the launch of the Cambridge Energy Alliance (Left to Right): Robert Healy, Cambridge City Manager; Cambridge Mayor Ken Reeves; Governor Deval Patrick; Douglas Foy, former Massachusetts Secretary for the Office of Commonwealth Development, Thomas May, Chair & CEO, NSTAR, Ian Bowles, Massachusetts Secretary of Energy & Environment" |
As part of our continuing work in Massachusetts, SmartPower was chosen to lead the Communications and PR efforts for the Cambridge Energy Alliance and to help orchestrate the program's launch at the end of March. The creation of the Alliance was spearheaded by the Henry P. Kendall Foundation, with invaluable support from the Barr Foundation and The Chorus Foundation. These three private foundations have provided the start-up support for this new non-profit organization.
The CEA mission is to design, market, finance, manage and document a series of unprecedented energy efficiency measures. Overall, the 5-year project will lead to a 50 MW peak-load reduction in electricity demand and a dramatic decrease in the carbon emissions of the City of Cambridge.
|
|
|
|
|
|
|
|
|
|
|
During this year SmartPower began assisting the Energy Trust of Oregon (ETO) by helping them craft a solar marketing message specifically tailored for Oregonians. Historically, ETO has marketed their solar program by conducting public seminars on the advantages of solar power and the myriad of financial incentives offered through the Trust.
The role for SmartPower in 2007 was to help ETO more successfully and expediently convert those who attend solar seminars into actual solar customers. Our market research completed this past fall, identified the most compelling ways to talk about solar to these potential customers and integrate their needs and concerns into all of the marketing materials.
Throughout the history of SmartPower, we have undertaken a variety of research approaches across the country to increase public demand for clean energy and help uncover underlying barriers to clean energy while developing compelling messages that help motivate sales. Our efforts to singularly promote Solar in Oregon were no different as SmartPower used its innovative research approaches to help broaden the solar market.
Through this research, we found that that solar requires a certain level of education, time commitment and comfort with technology. Adopting solar is a time consuming process that leaves even committed customers struck by its complexity. We observed that customers are generally highly educated and many had advanced degrees. Not surprisingly, Inerts (non-customers) often felt overwhelmed with the amount of information and time required to understand the solar requirements for their specific home. We also uncovered qualities that make Oregonians unique, that can be effective ways to connect them to the power of solar energy.
Our solar marketing work in Oregon is our first assignment on that other coast, and provides SmartPower with another 'first' for the organization in 2007 and considerable information to build upon as we enter 2008.
|
|
|
|
|
|
|
|
|
|
Throughout 2007, SmartPower was given the opportunity to work with the Arizona Public Service Company (APS), the largest utility in Arizona, to help create a more effective marketing and messaging approach for their unique solar incentive program. Arizona is a prime candidate for having a strong solar marketplace given their climate and abundance of sunshine. We believe that our work with APS will ultimately create a significantly stronger residential and commercial market for solar PV and solar water heaters throughout the greater Phoenix area and perhaps beyond.
In Arizona, SmartPower once again undertook both quantitative and qualitative research to help craft compelling marketing messages in a state with unique market characteristics It is through our solar marketing work in both Arizona and Oregon that we learned that marketing messages that resonate in one geographic area do not receive the same type of response as in other areas. Our broadening solar research helps us understand the consumer wants, needs, as well as barriers to selling solar and how to craft compelling messages and programs that will effectively move the needle on customer sign ups.
|
|
|
|
|
|
|
|
|
|
SmartPower efforts in New Hampshire this year were designed to take advantage of the state's First-in-the-Nation Presidential Primary status and the direct access to the candidates that this primary affords. As the season progressed, SmartPower asked all of the candidates of both major parties their views on energy independence for America and about clean energy. Their views were chronicled in the 'Clean Energy Trail' columns in this newsletter.
During the year, New Mexico Governor Bill Richardson (D-NM) and Ohio Congressman Dennis Kucinich (D-OH) both provided in-depth interviews for the SmartPower blog. In November, Kucinich agreed to sign the SmartPower Declaration of Energy Independence, agreeing to use clean energy in his campaign offices and in the White House, should he win the election.
SmartPower will continue to question the candidates on clean energy until the NH primary on January 8, 2008.
|
|
|
|
|
|
|
|
|
|
In October, SmartPower President, Brian F. Keane, joined Yoko Ono in Reykjavik, Iceland, in unveiling the 'Imagine Peace Tower', in memory of her late husband, John Lennon. The tower is not really a tower at all. It actually is a rather short building that will emit a very tall beam of light. The light will emanate from a wishing well bearing the words "imagine peace" in 24 different languages. The tower sits on the coast of the Island of Vioey, a small island only a short distance from Iceland's capital city, Reykjavik.
The location for the tower was chosen in part because Iceland is such an 'eco-friendly' country. The tower is powered by Iceland's geothermal power source. The tower will be lit each year from October 9th to December 8th, "so it has the feeling of the shortness of life, but the light is eternal," Ono said.
Brian Keane attended the unveiling and initial lighting ceremony at dusk on the 9th and SmartPower hosted a sunrise breakfast on the 10th. SmartPower's involvement in this event is an important commitment in our continuing effort to promote clean energy use in Europe.
|
|
|
|
And last, but certainly not least, the growth of the SmartPower '20% by 2010' sm campaign in the state of Connecticut has been nothing short of phenomenal. As 2006 turned to 2007, 34 communities had already committed to 20% clean energy use by 2010. With the end of 2007 drawing to a close, Connecticut now boasts an additional 28 cities and towns that have committed to the SmartPower 20% by 2010 campaign - truly an impressive feat for a 12-month period. With 62 municipalities now committed to 20% by 2010, Connecticut continues to rightfully claim a leadership role nationally in the growth of clean energy use.
SmartPower is equally proud to have been a partner in the Connecticut Clean Energy Fund's Clean Energy Communities campaign. When the books close on 2007, the proud partnership of the Connecticut Clean Energy Fund and SmartPower will be able to boast a total of 31 Connecticut communities having achieved the lofty status of Clean Energy Community. The addition of 18 new clean energy communities dotting the landscape of Connecticut is truly a point of pride for all clean energy stakeholders in Connecticut and is unwavering testimony that the five year partnership between SmartPower and the Connecticut Clean Energy Fund was groundbreaking, award winning, and most importantly a pivotal piece in demand and growth of clean energy in the Nutmeg State.
In Connecticut, an example of the marketing innovation SmartPower brings to cities and towns was our collaboration with the National Theatre for Children to bring 'Boomerang Jack and the Unseen Green Machine' - a live theatrical performance - to 66 elementary schools across the state. Over 17,000 Connecticut schoolchildren enjoyed these performances and they now know what clean energy is, how it works, and why they need to educate their parents about it.
Another example of our spot, and that of the Connecticut Clean Energy Fund, as the marketing leader of clean energy in Connecticut was the SmartPower role as lead sponsor of the award-winning Connecticut Public Television (CPTV) documentary 'The Warming of Connecticut' created by Producer Jennifer Boyd. This documentary examines the science and solutions of global warming in Connecticut and it highlighted ways to implement local solutions to the problems. This hour long documentary aired on CPTV numerous times and was accompanied by a Town Hall Meeting on clean energy and energy efficiency, hosted at CPTV studios and aired across Connecticut.
Perhaps the culmination of the year's hard work and many success stories from Connecticut is the action by state government leaders to move ahead on its 2004 commitment to the SmartPower 20% by 2010 campaign.In 2007, the State of Connecticut is proudly citing its increase to 12% clean energy use, once again making the state a national leader on yet another clean energy front.
The state of Connecticut should be justifiably proud of all of the hard work of hundreds of tireless people all across the state who are working to show all of New England and the entire country that clean energy is real, here and working.
|
|
|
|
