IEEE Smart Grid Initiative Brand Roadmap & Creative Presentation Presented to: IEEE January 16, 2010...

IEEE Smart Grid Initiative Brand Roadmap & Creative Presentation

Presented to: IEEEJanuary 16, 2010

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Presentation Outline• Objective • Strategy• Current Situation• Smart Grid• Competitive Brand Analysis• Key Findings• Brand Recommendations• Creative Presentation• Communications Plan

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ObjectiveTo position IEEE as the “go to” place for information on and collaboration in Smart Grid technology by creating a strong brand for the IEEE Smart Grid initiative

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StrategyTo create a brand that is relevant to the target audience(s) and

positions IEEE as the leader in the Smart Grid market

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Current Situation

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Current SituationHistory• Founded in 1884• Headquartered in Piscataway, NJ• 385,000 members from 160 countries around the globe• An association dedicated to the fostering of technological

innovation and excellence for the benefit of humanity• The world’s largest technical professional society• IEEE is the only organization pursuing progress and innovation

across the entire technology spectrum, including aerospace, biomedical, IT, communications, electric power, and consumer electronics

Source: IEEE Materials 6

Current SituationOrganization• 45 societies and councils 38 societies, 7 technical councils

representing the wide range of technical interests • 329 sections in ten geographic regions worldwide• 1,860 chapters that unite local members• More than 2 million documents in the IEEE/IET Electronic Library • Nearly 1,300 standards and projects under development • 144 transactions, journals and magazines • More than 900 conferences annually


Current SituationVision• IEEE will be essential to the global technical community and

to technical professionals everywhere, and be universally recognized for the contributions of technology and of technical professionals in improving global conditions


Current SituationMission• IEEE’s core purpose is to foster technical innovation and

excellence for the benefit of humanity


IEEE… Advancing Technology for Humanity


Smart Grid

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Smart Grid• Established in the Energy and Independence Act of 2007• The program has been identified as an important element of the

Obama administration’s economic recovery program• It offers the promise of jobs, energy independence and curbing

greenhouse emissions• The function of an electrical grid is not a single entity but an

aggregate of multiple networks and multiple power generation companies with multiple operators employing varying levels of communication and coordination, most of which is manually controlled

• Smart grids increase the connectivity, automation and coordination between these suppliers, consumers and networks that perform either long distance transmission or local distribution tasks

• $3.4 billion in Federal grants was released in October, 2009

Source: Industry Materials 12

Smart Grid

“Building this 21st Century energy infrastructure will help us lay a foundation for lasting growth and prosperity”

- President Barack Obama, October 2009

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Smart Grid• Outside of the U.S., the integration of communications and power

control generally fall under government supervision• Europe and Australia are advancing the initiative worldwide• In May, 2009, China has announced an aggressive framework for

Smart Grid deployment. China is building a Wide Area Monitoring system (WAMS). All generation and transmission is tightly controlled by the state, so standards and compliance processes are rapid

• Recently Costa Rica opened up its energy market to private electricity generators to use Smart Grid technology

• Over the next five years, $21 billion will be spent on smart metering infrastructure, with the largest initiatives in North America, Europe, and Australia

Source: Industry Materials 14

Competitive Brands

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Competitive Brands

Department of Energy EPRI General Electric GridWise Architecture Council International Electrotechnical Commission (IEC) National Institute of Standards and Technology (NIST) NAESB NEMA The GridWise Alliance ZigBee Alliance

The following competitors have been identified:

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Department of EnergyMessage- educating the public• The electric grid delivers electricity from points of generation

to consumers, and the electricity delivery network functions via two primary systems: the transmission system and the distribution system

• Electric grid stakeholders representing utilities, technology providers, researchers, policymakers, and consumers have worked together to define the functions of a smart grid

• Publication, a series of forums, Federal Smart Grid Task Force

Source: Department of Energy Materials17

Department of Energy

Source: Department of Energy Materials18

EPRIMessage- informational• EPRI’s Smart Grid Resource Center• EPRI's IntelliGridSM initiative is creating the technical foundation for a

smart power grid that links electricity with communications and computer control to achieve tremendous gains in reliability, capacity, and customer services

• EPRI's smart grid demonstration project initiative will conduct several regional demonstrations and supporting research focusing on smart grid activities related to integration of Distributed Energy Resources

• Stakeholders and utilities• Presentations, newsletter, papers, workshops, conferences, training,

and demonstrations

Source: EPRI Materials19

EPRI

Source: EPRI Materials20

GEMessage- consumer • Smart Grid technology changes the way we manage and

distribute energy simply by making our current power grid more intelligent

• Focuses on the end-user of the Smart Grid• Interactive site to convey benefits to consumer• Supported by marketing materials including: Interactive Web

site, e-newsletter, Smart Grid magazine, social media• “Plug into the Smart Grid”

Source: General Electric Materials21

GE

Source: General Electric Materials22

GridWise Architecture CouncilMessage- standards• A team of industry leaders who are shaping the guiding

principles, or architecture, of a highly intelligent and interactive electric system—one ripe with decision-making information exchange and market-based opportunities

• Coordinates with key industry organizations and DOE• Holds face-to-face meetings at least three times per year,

meets periodically through electronic and telephone conferences, sponsors strategic industry forums to discuss and promote implementation of interoperable applications and systems

Source: GridWise Architecture Council Materials23

GridWise Architecture Council

Source: GridWise Architecture Council Materials24

International Electrotechnical CommissionMessage- global, eduational• IEC is a "beacon" for the electrical industry in terms of Smart

Grids, and is starting to provide a “one-stop shop” for the large number of Smart Grid projects that are being launched around the world

• Internal and external stakeholders- IEC Technical Committees and subcommittees, Utilities, vendors and policy makers

• Conduct meetings, workshops, and standards development

Source: International Electrotechnical Commission Materials25

International Electrotechnical Commission

Source: International Electrotechnical Commission Materials26

National Institute of Standards and TechnologyMessage- standards• Under the Energy Independence and Security Act (EISA) of 2007, the

National Institute of Standards and Technology (NIST) has "primary responsibility to coordinate development of a framework that includes protocols and model standards for information management to achieve interoperability of smart grid devices and systems…“

• With industry, government, and consumer stakeholders, utilities, equipment manufacturers, and other power-system stakeholders

• Communicates via news releases, workshops, and standards development

• NIST is expediting identification and development of standards critical to achieving a reliable and robust Smart Grid

Source: National Institute of Standards and Technology Materials27

National Institute of Standards and Technology

Source: National Institute of Standards and Technology Materials28

NEMAMessage- standards• NEMA members are leading the way in Smart Grid

technologies by encouraging investment in the national electricity grid and developing new product standards

• Strategy is to engage CEC, NIST, DOE and other government stakeholders

• NEMA events, advisory panel, GridWeek, issue briefs, press releases, workshops, and official comments

• “Setting Standards for Excellence”

Source: NEMA Materials29

NEMA

Source: NEMA Materials30

NAESBMessage- standards• An industry forum for the development and promotion of

standards which will lead to a seamless marketplace for wholesale and retail natural gas and electricity

• Its customers, business community, participants, and regulatory entities

• Communicates via Smart Grid documents, papers, and conference calls

Source: NAESB Materials31

NAESB

Source: NAESB Materials32

The GridWise AllianceMessage- educational• Simple, smart grid is a transformation. Just as the Internet revolutionized

communication; the smart grid will transform how we produce energy, how we transport energy, how we store energy and how we use energy

• The Alliance facilitates the effective collaboration among stakeholders, to promote, educate, and advocate for the adoption of innovative smart grid solutions. These solutions will achieve economic and environmental benefits for customers, communities, shareholders and society

• Holds face-to-face meetings at least three times per year, meets periodically through electronic and telephone conferences, sponsors strategic industry forums to discuss and promote implementation of interoperable applications and systems

• “Advocating for a Smarter Grid”

Source: The GridWise Alliance Materials33

The GridWise Alliance

Source: The GridWise Alliance Materials34

ZigBee AllianceMessage- product An association of companies working together to enable

reliable, cost-effective, low-power, wirelessly networked, monitoring and control products based on an open global standard

ZigBee Smart Energy offers utilities and energy service providers secure, easy-to-use wireless home area networks (HAN) for managing energy

Focuses on utilities and energy service providers “Control your world”

Source: ZigBee Alliance Materials35

ZigBee Alliance

Source: ZigBee Alliance Materials36

Competitive Brand Summary• Each competitor has staked a claim or positioning• Varying brand presentations• Several take an educational position much like IEEE

seeks to do• There is limited hierarchy of messaging• The focus appears to be around the electrical grid• For the most part there is not an emotional

connection to the “brand”

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Research

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Research Methodology• Over a 3-week period, Focused Image interviewed:

– Society Presidents (11)– Volunteers (18)– Staff (6)

• Participants were asked open-ended questions, centering around their thoughts and perceptions on the IEEE Smart Grid Initiative and its position within the marketplace

• To ensure candid responses participants were assured confidentiality

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Qualitative StudyThe interview questions focused on the followingkey components surrounding the IEEE Smart Grid

Initiative brand:• The vision of IEEE Smart Grid• Their awareness of IEEE Smart Grid • The IEEE Smart Grid Initiative point of difference• The IEEE Smart Grid Initiative value proposition• The value IEEE Smart Grid Initiative brings to its constituents • The perception of the IEEE Smart Grid Initiative brand

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Key Findings

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Key Findings1. There is no consistent vision for the Smart Grid Initiative• “To have people think of IEEE as the go to source for SmartGrid

information”• “To support standards with regard to the NIST model”• “Facilitate the standards process”• “Cooperative effort with NIST and DOE – make sure they are integrated

and supported”• “Develop key standards, build awareness of existing standards and

support education”• “Make sense of SmartGrid”• “We lack clarity, Smart Grid is a concept, we need a roadmap”• “Be an impartial purveyor of information – political process has set

unrealistic expectations”

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Key Findings2. There is significant concern within the IEEE organization about

silos negatively impacting the initiative• “Working across societies will be very difficult – working across

committees is challenging enough”• “IEEE is known for individual groups all having agendas”• “We can’t get caught up in politics – to succeed this must be a

coordinated effort”• “We will need cross society cooperation – never really happened before”• “There are silos; a lack of visibility and poor to nonexistent

communication”• “IEEE will need to lead this initiative with support from the societies”• “We compete more internally than externally”• “We have our own interests and needs, it’s time to come together”

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Key Findings3. The majority of respondents believe IEEE is moving too

slowly in the Smart Grid market• “We’re a very diverse and slow organization”• “We are a big organization it’s tough to get inertia”• “We need more action and less discussion”• “We’re volunteer based, there is a real lack of speed”• “Competition almost always gets there before we do”• “We need quick hit conferences it shouldn’t take a year to put one

together”• “We’re late to the table”

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Key Findings4. Perception of IEEE in the Smart Grid market is weak• “We are at the acceptance level, others are at the awareness level”• “Among technologists we are well positioned, among others there

is a lack of recognition”• “Not much perception, we’re invisible”• “Technical people know us, policy makers do not”• “We don’t have visibility”• “There is not one yet, we are trying to define our role”• “I don’t know”• “We have no cohesive message”• “We are seen as a professional organization filled with beauracy”

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Key Findings5. There is almost universal belief that IEEE can and should be the Smart

Grid “Thought Leader”• “We have a tremendous depth of creditable experts in related fields around the

world”• “IEEE is one of the largest tech publishers, we are position to be the leader”• “We are the thought leader, people just don’t know it yet”• “The credibility and diversity of our membership offers a tremendous resource – we

can be the thought leader”• “We have no agenda, no ax to grid, we are the impartial experts”• “To have thought leadership all we need to do is get the name out there”• “IEEE is recognized for one century as an organization that brings leaders of

technology together”• “ We need to clearly define Smart Grid”• “It first starts with our President and Board making a statement then following

through with aligned and disciplined communications”

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Key Findings6. IEEE is uniquely positioned because of the breadth of the

organization• “No one is better positioned than us”• “If not us than who”• “We have the subject matter experts, hundreds of thousands of members

and we set the standards”• “There is no organization better position to speak about Smart Grid”• “We are uniquely positioned because of …standards, IP, Education,

400,000 engineers”• “IEEE is almost alone in the world in its ability to drive a global Smart Grid

initiative”• “Our societies touch every part of the Smart Grid, problem is we don’t

communicate”

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Key Findings7. There is an opportunity for IEEE to be the “go to resource”

for Smart Grid• “We are positioned to make sense of it all”• “We can be the lightening rod for the Smart Grid”• “IEEE should be positioned as the go to resource when it comes to

Smart Grid”• “Because we develop the standards, if there are questions we have

the answers”• “Our breadth and depth positions us the be the go to resource”• “We can be the one stop shop for Smart Grid information”

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Key Findings8. There is a concern about IEEE being too U.S. centric• “To manage Smart Grid globally will take great collaboration and

communication”• “IEEE is perceived as a North American organization”• “We need to export our knowledge”• “We need to set a global strategy and then work locally”• “We have to understand the new emerging markets- Brazil, China”• “We need to understand what’s happening in strategic parts of the

world- Europe, Asia and South America”• “Empower local folks and lead local knowledge”

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Key Findings9. Some societies feel they have not been included in the Smart

Grid initiative• “There is a PE perspective only, there are a lot more societies that

will play a vital role”• “We need the whole Smart Grid answer not just the grid answer”• “We’re all over the place, none of the pieces fit”• “It will be a terrible failure if we don’t include other societies”• “The PES group is so technical no one could understand them”• “The only information I get is 15 minutes, three times a year”• “I get 150 emails a day. I don’t read IEEE emails. We need a face-to-

face with the society presidents. Give them the message and hold them to it”

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Key Findings10. The majority of respondents believe the Smart Grid

Initiative is a defining opportunity for IEEE• “This is a turning point for IEEE”• “We can’t miss this opportunity, it’s too big”• “We can play the role of leader, but time is running out”• “This can be a ground breaking initiative for the organization”• “This is a golden opportunity for IEEE to use as a test case for the

organization of speaking with one voice rather than at odds with each other”

• “It’s an opportunity to reinvent ourselves and the way we do things”

• “It’s an opportunity to grow our global awareness”

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Key Findings – Summary• The vision of the IEEE Smart Grid initiative needs to be clearly

and consistently communicated• The organization must move quickly to establish market

perception• IEEE can be the leader and voice in the Smart Grid market• IEEE must be sensitive to global constituents• IEEE needs to become inclusive; Smart Grid… smart

communications

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Brand Recommendations

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Smart Grid Brand StrategyThe Importance of the Brand• It is your reputation • Defines your identity• Differentiates you from others• Defines a unique positioning• Creates internal unity• Gets everyone on the same page • Integrates messaging across all communications• Increases awareness

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What is a brand?A brand is a collection of symbols, experiences and

associations that shape how others perceive a product, service, or company. A logo alone, for example, is not a brand but simply a component of a brand. Similarly, Web sites, brochures, events, and even people can also be representatives of a brand.

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What is a brand?A strong brand is usually synonymous with trust in the

hearts and minds of an organization’s public. This trust can be built over time through careful positioning of the brand at every touch point, or it can be tarnished in an instant when an organization fails to deliver on the expectations of its audiences. This brand trust can be reinforced through stronger alignment of messaging and visual representation.

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IEEE Smart Grid Initiative Brand StrategyRecommendations• IEEE needs to create a brand message that the organization

can rally behind• The brand message needs to be aspirational and position the

Smart Grid Initiative for the future• The brand message needs to be benefit focused• The brand message and image need to position IEEE Smart Grid

Initiative as a leader• The brand message must be communicated internally and

externally

The organization needs to begin to brand the Smart Grid Initiative

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What is the Smart Grid?The Smart Grid will be the infrastructure that powers

our daily lives in a cleaner, safer and more affordable way. This sophisticated integration of electrical grids, communication, networks, hardware and software will grow with our evolving energy needs as new technologies arise. Ultimately, it will increase energy independence and reduce energy pollution around the world, benefiting humanity on many levels.

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IEEE Smart Grid Positioning StatementIEEE is leading the promise and fulfillment of the Smart

Grid. As the trusted “voice” for the engineering, computing and technology communities around the world, IEEE is engaging all stakeholders through collaboration, education and innovation to facilitate the delivery of more efficient, renewable and secure forms of energy throughout the world.

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The Essence of a Brand

Rational What the brand stands for; the

reason it can be a leader in its

category

Emotional What makes

the brand connect with the emotions of the target

audience

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The Essence of the IEEE Smart Grid Brand

RationalIEEE has the

experience, depth and breadth to lead the Smart

Grid market

EmotionalIEEE has an

unbiased passion for advancing

technology for the betterment of

humanity

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The IEEE Smart Grid Brand Attributes• Leadership• Unifying• Intelligent• Confident• Equitable• Enduring

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Creative Presentation

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Creative Deliverables• Four brand concepts• All are different, yet based on the strategy outlined• Presented in the form of a concept line and a logo

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For the Greater Grid

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For the Greater GridIEEE plays a vital role as a motivating force for the

various industries and stakeholders involved in the Smart Grid initiative. This concept focuses on how IEEE encourages engagement and information sharing for everyone’s benefit and the betterment of society. Through partnership, the promise of the Smart Grid can be achieved in a cooperative and responsible way. Participants can help shape the future to achieve the best possible outcomes.

IEEE will come together because all of humanity stands

to benefit from the Smart Grid. 66

Make the Connection

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Make the ConnectionIEEE sends a powerful “call to action” for Smart Grid

stakeholders around the world. We’re asking them to literally connect with our portal to gather information, share ideas, and foster better understanding across disciplines. This “connection” drives the design, development and delivery of innovative and advanced technologies. On a more subliminal level, the concept highlights the strong link between IEEE and the Smart Grid.

IEEE will come together and connect with the world

because the stakes are too high to ignore. 69

Realizing the Potential

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Realizing the PotentialIEEE tells every stakeholder that they can make a major

impact and achieve their goals with the help of our organization. This concept positions IEEE at the forefront of the global smart grid initiative, bringing all parties together through the free exchange of information and enabling technology integration across all disciplines. Our leadership, partnerships and resources are critical to support the realization of the Smart Grid.

IEEE will come together because we recognized the

potential to achieve a smarter Smart Grid. 72

One Grid. One Voice. One Planet.

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One Grid. One Voice. One Planet.

IEEE brings together all stakeholders under one umbrella, serving as the leader in the Smart Grid movement and number one resource for enabling Smart Grid technologies. IEEE is “the” place to go for information and collaboration. This concept reflects the leadership position of IEEE and its authority as an unbiased source. The concept also acknowledges the huge impact of the Smart Grid (and IEEE) on the planet.

IEEE will come together because the importance of the Smart Grid is too great for us not to work together.

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Communications Plan

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IEEE Smart Grid Communications

• Logo• Brand Standards Guide• Launch letter• Frequently Asked Questions• E-newsletter template• Launch html email• Summary sheet• Public Relations

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Integrated Communications Calendar November

December January February March April May June July August

September October

November December

Brand New Key Findings IEEE Positioning Statement IEEE Brand Strategy Brand Essence Creative Concepts Communication Plan

NovemberDecembe

r January February March April May June July AugustSeptemb

er OctoberNovemb

er DecemberInternal Execution President's Letter Frequently Asked Questions Email Follow-Up Promotional Item(s) e-Newsletter Brand Standards Manual

NovemberDecembe


er OctoberNovemb

er DecemberExternal Execution Web Site Overview Brochure PowerPoint Pocket Folder Advertising Technology Sheets Trade Show Booth

NovemberDecembe


er OctoberNovemb

er DecemberPublic Relations Press Releases Featured Articles Events Support Speaker Engagements Partnerships Grass Roots Programs Local Community Support

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Questions & Feedback

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IEEE Smart Grid Initiative Brand Roadmap & Creative Presentation Presented to: IEEE January 16, 2010...

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