This document outlines strategies for launching a successful community outreach and education program to promote solar energy adoption. It recommends assembling a volunteer team and using various outreach methods like community events, media articles, social media, and contacting local businesses. Specific tactics discussed include creating a website and phone line for inquiries, distributing informational materials at community events and local businesses, and conducting a door-to-door survey to identify suitable homes. The document also notes lessons learned, such as the importance of timing, clear volunteer roles, and maintaining consistent messaging between the program and solar installers. The Newburyport program resulted in over 400 initial contacts, 150 site evaluations, and 40 new solar installations totaling over 420 kW in capacity.

1. Jill Haley Murphy
Solarize Massachusetts 2012
Community Solar Coach (Newburyport)
April 24, 2013

2. How to Start a Community
Outreach and Education Program
Assemble a Good Team

3. How To Reach Out
l Major community event: “Solar 101”
l Newspaper articles and press releases
l Email blasts to identified listservs
l Website “solarizenewburyport.com”
l Email address: solarizenewburyport.com
l Phone number: 9-SUNFEST-44
l Banners and lawn signs
l Table at LOCAL events: Farmers Market

4. Other Outreach
[Measurable Results??]
l Social media (Facebook Group, FB Page, Twitter)
l Radio interview programs
l Newspaper ads
l Postcards, posters in local businesses
l Display and brochures at local library
l Lead sponsor (with table) at “family movie night” on
the downtown waterfront
l Met Boston commuter trains and buses with signage
and post cards

5. Student Outreach
l Recruited and trained student volunteers
l Survey by walking street by street to identify
homes “good for solar”
l Left brochures at those homes
l Difficult to quantify results
l Did not appear to increase interest in any
significant way
l Pictometry is better approach
l Arlington, Melrose

6. Business Outreach
l Recommended that installer became a
member of Chamber of Commerce
l Planned and promoted open house at first
SN solar installation at a local dental office
l Invited local business owners to event house
at Newburport CleanTech Center
l SN volunteer introduced installer to
commercial prospects

7. Organizational Considerations
l Volunteers
l Assign duties and responsibilities early
l Message and Response
l Traditional media
l Website and social media
l Electronic outreach via listservs and email
l Respond Quickly
l Phone and email messages
l Keep control over list of contacts/leads
l Time and people intensive
l Community Events
l Lawn Signs
l Distribution of Informational Materials

8. Things We Wished We Had Done
l On-line surveys with invitation to participate
l Harvard, Arlington, Wayland
l Community wide mailing list (email is best)
l Need cooperation from City Hall
l Arlington
l Pictometry with door hangers or direct mail
l Arlington, Melrose
l Prior installs as testimonials
l A lot of work
l Recruit neighbors to talk to neighbors

9. Timing Issues
1. Volunteers expectations and duties
2. Listservs
3. Installer/Private Partner
• Response time
• Same message
4. Website, Email address, Phone number
5. Informational Materials
6. Pictometry and “A” list
7. Lawn Signs and Banners

10. Other Important
Considerations
l Align with like minded groups
l Don’t forget local government
l Court allies in City or Town government
l Engage relevant local boards, departments
and officials (building, conservation, historical)
l Set program goals and timeline
l Continuous drumbeat of information
l HAVE FUN!
l GET RESULTS!

11. Accelerate Adoption
of Solar Energy
NEWBURYPORT
l 425 initial interest
contacts
l 158 site evaluations
l 43 solar pv systems
l 423.1 kW capacity
TOTAL (17 communities)
l 5,405 initial interest
contacts
l 2,664 site evaluations
l 803 solar pv systems
l 5,146 kW capacity
l 5.1 MW (megawatts)