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Initial thoughts on building a solar narrative for Arizona

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  • 1. - Towards an AZ Solar NarrativeInitial thoughts on buildinga solar narrative for ArizonaMelissa DeLaneyJanet HolstonJeffrey LuthDuke Reiter
  • 2. - Towards an AZ Solar NarrativeFOUR  ESSENTIAL  QUESTIONS:  •  What  is  the  Message?  •  Who  are  the  Audiences?  •  What  en-ty  should  be  the  Owner?  •  How  should  the  message  be  Delivered?  
  • 3. - Towards an AZ Solar NarrativeCONTEXT  RECOGNITION:    What  are  the  likely  issues  shaping  the  discussion  in  the  near  future?  •  The  economy:  naAonal  and  regional  •  Poli-cal  environment  •  Local  success  stories   asunews.asu.edu/20120312_video_campus_solarization
  • 4. - Towards an AZ Solar NarrativeCONTEXT  RECOGNITION:  How  do  we  achieve  cohesion  among  the  many  well-­‐inten-oned  solar  supporters?  Arizona’s  exis-ng  Solar  Narra-ve  is  highly  fragmented  in  content  &  delivery,  which  dilutes  the  impact.  This  is  a  sampling  of  the  higher  profile  solar  organiza-ons  and    ini-a-ves  in  Arizona.    There  are  more.  
  • 5. - Towards an AZ Solar NarrativeCONTEXT  RECOGNITION:    Solar  Industry  arAcle  top  ten  2012  factors:    •  Lethargic  State  Economies  Delay  Pro-­‐Solar  Policies  •  U-lity-­‐Scale  Solar  Market  will  see  Growth  •  Module  Prices  will  Fall  –  Good  and  Bad  News  •  Con-nued  Industry  Consolida-on  •  Solarworld  Trade  Case  Against  China  •  No  Meaningful  Na-onal  Policy  •  Net-­‐Metering  Policies  Under  Fire  •  Downstream  Cost  Reduc-ons  •  Con-nued  SREC  Vola-lity  •  Northeastern  States  Expand  Market  Share  
  • 6. - Towards an AZ Solar NarrativeMESSAGE  AND  SCOPE:  What  is  the  appropriate  and  most  effec-ve  approach?    •  Avoid  the  poli-cal  •  Keep  it  simple  •  Make  it  compelling    •  Stress  the  posi-ves  •  Don’t  threaten  tradi-onal  energy  
  • 7. - Towards an AZ Solar NarrativeMESSAGE  POSSIBILITIES:  •  Arizona  has  U.S.  best  solar  resource.    Our   sunlight  can  power  the  electricity  needs  of   the  en-re  U.S.  •  Huge  export  opportunity  .  .  .  Arizona  is  next   door  to  one  of  the  largest  solar  markets  in  the   world  •  Solar  energy  has  already  created  16000     thousand  jobs  and  $2  billion  economic  impact   for  Arizona  (Pollack,  2012)  •  The  sun’s  energy  is  free  and  renewable.    The   costs  are  declining  every  year  •  Solar  energy  is  clean  .  .  .  no  emissions  .  .  .  no   need  to  mine  or  transport  feedstocks        •  Solar  power  genera-on  requires  licle  or  no   water  •  Solar  electricity  feeds  into  the  grid,  just  like   coal,  gas,  wind  and  hydro-­‐generated   electricity  
  • 8. - Towards an AZ Solar NarrativeA  SPECTRUM  OF  AUDIENCES:  •  Consumers  •  U-li-es  •  Policy  makers  •  Manufacturers  •  Project  Developers  •  Installers    •  Technology  Developers  •  Service  Professionals  •  Economic  Developers  
  • 9. - Towards an AZ Solar NarrativeDELIVERY  RESPONSIBILITY:  What  en-ty,  if  any,  should  be  charged  with  the  responsibility  of  carrying  out  the  narra-ve  plan  and  coordina-ng  an  inclusive  and  compelling  message?    •  Government  offices/agencies  •  Economic  development  en--es  •  Business  organiza-ons  •  Industry  leaders  •  Community  groups  •  Others  
  • 10. - Towards an AZ Solar Narrative
  • 11. - Towards an AZ Solar NarrativeDELIVERY  ALTERNATIVES:  Tradi-onal  campaign  .  .  .  or  perhaps  a  completely  different  grassroots  approach?    •  Guerilla  campaign  •  Social  media  driven  •  Leverage  technology  •  Keep  costs  to  a  minimum  
  • 12. - Towards an AZ Solar NarrativePRECEDENTS:  What  can  be  learned  from  comparable  campaigns?  •  Siemens  Energy  •  IBM  Smart  Ci-es  •  Pickens    •  Clean  coal  •  BP  •  ASU  solar  
  • 13. - Towards an AZ Solar Narrative
  • 14. - Towards an AZ Solar Narrative
  • 15. - Towards an AZ Solar NarrativeCAMPAIGN  APPROACH:  A  test  campaign?    •  $50,000  to  $100,000  over  a  4-­‐6   month  period    •  Targeted  to  most  impachul     geographic  areas  of  the  state  •  Goal  is  to  create  solar  “army”  •  Measure  the  impact  of  various   tac-cs  for  determining  next  steps  for   a  statewide  campaign.  
  • 16. - Towards an AZ Solar NarrativeNEXT  STEPS:  •  Designate  group  or  collec-on  of   individuals  to  help  develop  the   narra-ve.  •  Hire  a  professional  to  do  the   appropriate  analy-cs,  planning  and   execu-on.  •  Determine  funds  available/needed   to  ini-ate  and  carry  out  the  plan.  •  Build  coali-on  of  partners  to  launch   and  back  the  effort.  Thoughts from the audience?
  • 17. - Towards an AZ Solar NarrativeThank you.

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