Initial thoughts on building a solar narrative for Arizona

- Towards an AZ Solar Narrative

Initial thoughts on building a solar narrative for Arizona

Melissa DeLaney Janet Holston Jeffrey Luth Duke Reiter


FOUR ESSENTIAL QUESTIONS:

•  What is the Message?

•  Who are the Audiences?

•  What en-ty should be the Owner?

•  How should the message be Delivered?


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


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.


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


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


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


A SPECTRUM OF AUDIENCES:

•  Consumers

•  U-li-es •  Policy makers

•  Manufacturers

•  Project Developers

•  Installers •  Technology Developers •  Service Professionals

•  Economic Developers


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


DELIVERY ALTERNATIVES: Tradi-onal campaign . . . or perhaps a completely different grassroots approach?

•  Guerilla campaign

•  Social media driven

•  Leverage technology •  Keep costs to a minimum


PRECEDENTS: What can be learned from comparable campaigns?

•  Siemens Energy

•  IBM Smart Ci-es

•  Pickens

•  Clean coal •  BP •  ASU solar


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.


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?


Thank you.

Initial thoughts on building a solar narrative for Arizona

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