Promoting Clean Energy

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Promoting Clean Energy

• State Environmental Leadership Program
• 2005 Annual Conference

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Background on SmartPower

• SmartPower is a non-profit marketing campaign on
  clean energy
• Funded by 5 private foundations (Pew,
  Rockefeller, etc.) and various state clean energy
  funds (Connecticut, Rhode Island, Pennsylvania,
  etc.)
• We are the Dairy Council on clean energy
• Created Model operation in Connecticut, grew
  regionally, now growing nationally

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Background on CESA

• 5 state funds agree to work together on public
  education issues and communications challenges
• Connecticut, Massachusetts, New Jersey, Rhode
  Island and Pennsylvania(SmartPower joined as
  Chair)
• Raised 525,000 for research and message
  creation
• Hired marketing consultant team to manage
  project

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Marketing OverviewThe Flow of Marketing to Sales
Start with Customer Unawareness The Campaign
builds Awareness Awareness changes their
Beliefs and Knowledge Which in Turn changes
their Attitude Which ultimately leads to their
Purchase
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Research Review Creating the CESA Message

• Used extensive polling and focus groups to better
  understand why American consumers say they will
  purchase clean energy -- when in reality they
  dont
• We identified language as the first barrier --
  we confuse the consumer by calling our product a
  variety of things
• Renewable
• Green
• Alternative

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Surveyed 1000 Americans
Which term best describes electricity generated
by sources such as wind, solar and water?
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Research Review Creating the Message

• We wanted to understand what are the emotional
  barriers which prevent people from purchasing
  clean energy
• We wanted to understand what are the most
  powerful emotional hooks we could use to make
  clean energy important and desirable to the
  American public
• The Obituary The best way to find out how
  someone feels about something is to take it away
  from them. Thus, we asked them to write an
  obituary for fossil fuels.

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Fossil Fuel died after a long, slow illness
called greed. Fossil has left the family of the
Middle Eastern nations and former President
George W. Bush and his cabinet members.
Currently, the world is adjusting from heating by
oil and illuminating by electricity to solar and
wind mill sources. There are several kinks to be
worked out and roadblocks to conquer. Will
we ever be warm again? Miss you fossil
fuel. Massachusetts Opinion Leader
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It is with great sadness and regret that we
announce the demise of fossil fuel. After
hundreds of years of supplying the population of
earth, the resource had been depleted. It will
be remembered for the warmth, comfort and
pleasure it provided to living things. There will
be a great void that needs to be filled perhaps
through wind and solar power. It will be sorely
missed by all beings that depended on it to warm
them, supply their transportation, power their
equipment and support all the resources necessary
for a safe and comfortable life. -
Connecticut Opinion Leader
10
Fossil Fuels will be remembered as the
fuel of choice for the 20th and 21st centuries.
Many of its biggest friends will recall its
enormous contributions to the industrial
revolution, and the entire transportation
industry. The estate will be divided by
several heirs the nuclear power industry, the
solar power contingent and some of the more
eccentric relatives wind and geothermal power.
Consumers, industries, and OPEC mourn its
passing. Service will begin at sunrise and
end at sunset. - Connecticut Business Leader
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Research Review What does it all mean?

• Fossil Fuels Make Our World Work Its
  Terrifying to Lose Them
• People were far less critical of fossil fuels
  than we might have imagined. It keeps them warm
  it keeps the lights on
• Using clean energy means huge trade offs -- and
  its very inconvenient. Also -- is it as strong
  as what coal and oil?
• While they recognize the problems of pollution,
  they see fossil fuels as a necessary evil -- it
  can be relied on to power our world.

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The crux of the matter Clean energy isnt seen
as ready.

• Ive heard this since elementary school.
• Its more concept than product. I dont see it
  in real life. I dont see it on television.
• I know its good for the environment, I know
  its good for health. But quite frankly, I just
  dont think it works.

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Research ReviewConclusion

• Based on this research, clean energy will not be
  sold simply because it is good for the
  environment. But rather, this campaign is built
  around the concept that clean energy is more real
  and more powerful than you think. It is as
  strong, as reliable and as available as coal and
  oil!

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Its Real. Its Here. Its
Working!
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Creative Tool Kit Television

• 15 second spots
• Can be placed as Bookends in 60 pod
• Celebrity Voice (Peter Gallagher)
• Audio Video logo
• Customized tag at end for each user

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Television Spot 1 Houses
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Television Spot 2 Factories
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Television Spot 3 Hospitals
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Television Spot 4 Stadiums
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Radio 1 This Type of Electricity

• Commercial 1 (50 w. tag) This Type of
  Electricity
• KEN This type of electricity could power
  Chicago.
• JEFF My TV.
• BOB My electric toothbrush.
• JILL This type of electricity could power every
  factory in New York.
• MEG Michigan.
• BOB And Illinois.
• MEG This type of electricity could power
  Boston Massachusetts.
• JILL Providence, Rhode Island.
• JEFF Philadelphia, Pennsylvania.
• KEN This type of electricity could power every
  home computer in America.
• JILL Every microwave, too.
• JEFF And Alarm clock.
• MEG This type of electricity could power every
  house in New Jersey.
• BOB And Massachusetts.
• KEN And Connecticut.
• ANNCR The type of electricity were talking
  about is clean electricity. Electricity produced
  from wind, water, solar, and other clean
  energy sources. The good news is America already
  produces enough clean electricity to power
  every home in 11 states. And clean energy is the
  type of energy we can never run out of.

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Radio 2 My Computer is On

• Commercial 2 (50 w. tag) My Computer is On
• BILL In Chatham, New Jersey, my computer is on.
• AMY In Larchmont, New York, my computer is on.
• KATHY In Needham, Massachusetts, my
  computer is on.
• ANNCR There are 54 million home computers in
  America. And they all have one thing in common.
  They need electricity.
• COLIN In Spring Lake, New Jersey, my computer
  is on.
• MEGAN In Quincy, Massachusetts, my computer is
  on.
• ANNCR The good news is that America already
  produces enough clean electricity from wind,
  water, solar and other clean energy
• resources to power every home computer in the
  country.
• JOE In Bethel, Connecticut, my computer is on.
• PAUL In Providence, Rhode Island, my computer
  is on.
• ANNCR Clean electricity is a power source we
  can never run out of. And onee, Ameriont need
  less energy
• in the future. Well need more.
• JEFF In Philadelphia, Pennsylvania, my computer
  is on.

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Creative Tool Kit Print

• Houses

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Print

• Factories

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Creative Tool Kit Billboards

• Houses

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The Campaign At Work

• We put the Campaign to work in
• Connecticut
• Rhode Island
• Pennsylvania
• Maine
• Massachusetts

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The Campaign At Work

• And the Results.
• Connecticut
• 4,000 residential customers in 4 months
• 15 Towns committed to 20 by 2010
• Poll numbers increasing dramatically
• Rhode Island
• 2,000 customers in 8 months
• City of Providence becomes first New England
  Capitol City to commit to 20 by 2010
• Poll numbers increasing dramatically

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Fossil Fuel died after a long, slow illness
called greed. Fossil has left the family of the
Middle Eastern nations and former President
George W. Bush and his cabinet members.
Currently, the world is adjusting from heating by
oil and illuminating by electricity to solar and
wind mill sources. There are several kinks to be
worked out and roadblocks to conquer. Will
we ever be warm again? Miss you fossil
fuel. Massachusetts Opinion Leader 2003
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It is with great sadness and regret that we
announce the demise of fossil fuel. After
hundreds of years of supplying the population of
earth, the resource had been depleted. It will
be remembered for the warmth, comfort and
pleasure it provided to living things. There will
be a great void that needs to be filled perhaps
through wind and solar power. It will be sorely
missed by all beings that depended on it to warm
them, supply their transportation, power their
equipment and support all the resources necessary
for a safe and comfortable life. -
Connecticut Opinion Leader 2003
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FindingsThe Obituary -- 2005
Fossil fuel died a slow death today. It died of
lack of interest brought on by high cost, driven
by limited (whether real or contrived) supplies.
It will be remembered for polluting the
environment and making a few companies and
individuals very rich. Its place has been taken
(finally) by an ever increasing supply of cost
effective alternative fuel sources developed by
entrepreneurs and made available to the masses.
No one will miss it. Phoenix
consumer 2005
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FindingsThe Obituary -- 2005
Fossil fuel died a long, painful death after
being revived repeatedly by multinational
drilling and refining corporations worldwide.
Fossil fuel will be remembered for good things
ushering forth modes of transportation and
technologies undreamed of in the 19th century,
and bad things chief among them ravaging the
worlds most pristine wildernesses. Grieving SUV
owners, Mideast oil cartels and international
heads of state were in attendance. Surviving
are the estranged relatives solar energy, wind
power, hydro-electricity, among
others. Chicago consumer 2005
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FindingsThe Drawings

• Perhaps because hybrid cars are being seen as
  mainstream, consumers do not report large trade
  offs in their clean energy world.
• They are beginning to believing that we can have
  clean energy without sacrifices
• Today. unlike a year and a half ago, people
  opined that a world with clean energy looked the
  same -- just cleaner.

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The Clean Energy World 2003
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The Clean Energy World 2003
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The Clean Energy World 2005
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The Clean Energy World 2005
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Findings The TV Commercials

• After viewing the TV commercial responded much
  better than expected
• They make me feel optimistic,
• Theres a real confidence
• Houses makes me feel safe,
• The facts in the commercials make it more real
• If its in 11 states, why isnt it in my state?
• Ill be visiting that web site, thats for
  sure.
• Moderator reported these are some of the
  strongest responses he has seen when showing TV
  ads

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TV Commercials

• We did see some regional issues in the ads
• Factories plays well in Phoenix and Chicago.
  But for Atlanta it was too Northern focused
• Mentioning specific states seems to distract the
  consumer from the real message of the ad
• The Chicago groups identified with the states in
  Factories
• The phrase Power 11 states in Houses was a
  compelling fact -- and led to discussion about
  which 11 states. And why not ours!
• The message Its real. Its here. Its working.
  is compelling and causes the respondents to more
  favorably view clean energy
• All groups used words such as strong,
  confidant and secure when giving their
  impressions of the ads.

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Findings Solar

• There seemed to be little difference in attitude
  between the effectiveness of solar and wind
• Old attitudes and images still haunt solar
• We had it 20 years ago and it didnt work
• Not powerful enough to fuel a home
• Its good for street signs and small areas
• Particularly in Phoenix, (where these seems to be
  more real life experience with solar) it was
  not considered ready for prime time

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Conclusions

• Not since the 1970s have we seen the American
  consumer so open to the possibility of clean
  energy
• The War in Iraq, high gasoline prices and the
  influx of hybrid cars are telling people that
  clean energy can actually work.
• Many felt oil companies were simply protecting
  their financial interests. Some believed the easy
  availability of fossil fuels had provided no
  incentive for looking beyond them.
• Others were more cynical, blaming the political
  power and greed of the oil companies for the lack
  of progress on technology related to other fuel
  sources.

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Next Steps

• Use the message -- convince people that clean
  energy is real. Its here. And its working.

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Next Steps

• Take the SmartPower Message across the nation!
• Contact
• Brian F. Keane
• President
• SmartPower
• 100 Pearl Street, 14th Floor
• Hartford, Connecticut 06103

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