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- Towards an AZ Solar Narrative
Initial thoughts on building a solar narrative for Arizona
Melissa DeLaney Janet Holston Jeffrey Luth Duke Reiter
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- Towards an AZ Solar Narrative
FOUR ESSENTIAL QUESTIONS:
• What is the Message?
• Who are the Audiences?
• What en-ty should be the Owner?
• How should the message be Delivered?
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- Towards an AZ Solar Narrative
CONTEXT 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
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- Towards an AZ Solar Narrative
CONTEXT 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.
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- Towards an AZ Solar Narrative
CONTEXT 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
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- Towards an AZ Solar Narrative
MESSAGE 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
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- Towards an AZ Solar Narrative
MESSAGE 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
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- Towards an AZ Solar Narrative
A SPECTRUM OF AUDIENCES:
• Consumers
• U-li-es • Policy makers
• Manufacturers
• Project Developers
• Installers • Technology Developers • Service Professionals
• Economic Developers
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- Towards an AZ Solar Narrative
DELIVERY 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
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- Towards an AZ Solar Narrative
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- Towards an AZ Solar Narrative
DELIVERY ALTERNATIVES: Tradi-onal campaign . . . or perhaps a completely different grassroots approach?
• Guerilla campaign
• Social media driven
• Leverage technology • Keep costs to a minimum
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- Towards an AZ Solar Narrative
PRECEDENTS: What can be learned from comparable campaigns?
• Siemens Energy
• IBM Smart Ci-es
• Pickens
• Clean coal • BP • ASU solar
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- Towards an AZ Solar Narrative
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- Towards an AZ Solar Narrative
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- Towards an AZ Solar Narrative
CAMPAIGN 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.
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- Towards an AZ Solar Narrative
NEXT 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?
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- Towards an AZ Solar Narrative
Thank you.