Initial thoughts on building a solar narrative for Arizona
- Towards an AZ Solar NarrativeInitial thoughts on buildinga solar narrative for ArizonaMelissa DeLaneyJanet HolstonJeffrey LuthDuke Reiter
- 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?
- 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
- 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.
- 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
- 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
- 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
- Towards an AZ Solar NarrativeA SPECTRUM OF AUDIENCES: • Consumers • U-li-es • Policy makers • Manufacturers • Project Developers • Installers • Technology Developers • Service Professionals • Economic Developers
- 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
- 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
- Towards an AZ Solar NarrativePRECEDENTS: What can be learned from comparable campaigns? • Siemens Energy • IBM Smart Ci-es • Pickens • Clean coal • BP • ASU solar
- 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.
- 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?