The Right Choice for the Hawaii Clean Energy Initiative
Goal: 70% Clean Energy by 2030
• 30% Energy Efficiency
• 40% Renewable Energy
Why MVNPSmartPower?
•Proven National and State clean energy experts
• 10 successful clean energy state programs
• Measured results in energy efficiency and renewables
•12 years of Hawaii energy experience
•Hawaii’s largest and oldest marketing and communications firm
•Statewide community outreach network
•Understanding of local development & EIS challenges
Energy Clients
Hawaii Clean Energy Challenge!
• Proven Program in
10 States• Winning on Wind
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WEB SITE COLLAGE TITLE GOES HERE
At 70% Hawaii will be a National Leader
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Clean Energy Market Transformation
CURRENT COMMUNITY + COACH +
STAKEHOLDERS
COMMUNITY + COACH +
STAKEHOLDERS +AMBASSADORS
HAWAII CLEAN ENERGY CHALLENGE
Hawaii Clean Energy Initiative
Hawaii Clean Energy Challenge!
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STAKEHOLDER CHART
Hawaii Clean Energy Stakeholders
State agencies Appliance & Home Improvement Retailers
Energy Advocates Realtors & Developers
County Leaders High-visibility Business & Political Leaders
Hawaii Energy Rebate Program Home Owner & Community Associations
Environmental Groups Faith-based Communities
Low-income communities Resort Living Opportunities
Technical Community
Trade Organizations
9Hawaii Clean Energy Initiative
MVNP/SmartPower will create affinity partnerships to attain clean energy Milestones geared toward helping HCEI attain their goals.
Leveraging Affinity NetworksLeveraging Affinity Networks
Civic Clubs DBEDT Green Business Program
The Faith Community • Hawaii Chamber of Commerce
Youth Organizations • Government Departments
Hawaii Energy • Hotel & Lodging Association
` • Utilites
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At the outset of the campaign the Hawaii Clean Energy Challenge will create a dynamic structure that will initially include:
Field Marketing InfrastructureField Marketing Infrastructure
• Field Director • Energy Ambassador
• Energy Coach • Island Stakeholders
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• Clean Energy Installation Metrics
• Clean Energy Installation Metrics
Field Marketing ActionsField Marketing Actions
At the outset of the campaign, MVNP/SmartPower will achieve the following deliverables.
What is supposed to go on this pageBullet points are redundant.What do metrics look like
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Recognition and rewards is an important element of the MVNP / SmartPower Hawaii Clean Energy Challenge field marketing and PR campaign.
• Recognition
• Recycle Bank
• Savings
Incentives & RewardsIncentives & Rewards
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• Hawaii Clean Energy Challenge networks develop support for wind initiatives.
• Wind development projects are built upon existing support for clean energy.
• Strengthens HCEI’s position as a leader in the growth and development of clean energy
Hawaii Clean Energy Challenge Supports Wind
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State Issues
STATEWIDE
NEIGHBOR ISLANDS
•“Not in my backyard.”
•“It’s just too expensive.”
•“I’m not sure it works.”
•“Where and how do I buy it?”
•“It’s easier to do nothing.”
•“No benefit to my community.”
•“It’s in my backyard for Oahu, but not for me.”
•“Our island is developed enough.”
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Alberta De Jetley Started a community paper Lanai Planning Commission Sister to Hermina Morita
David Green Manele Bay Resident Retired CFO of Ely Liilly Only net metered home on
Lanai
•Castle & Cooke
•Lanaians for Sensible Growth
•Uncommon Ground
•Lifestyle
•Views/Vistas
•Environmental Impact
•Impact vs. Lanai benefits
•Destruction of cultural resources
Island of Lanai
Ambassadors Issues
Outreach Network
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Karen Holt Executive Director Molokai
Community Service Council
Island of Molokai
•Molokai land ownership
•Land use plans/priorities
•Island resources -- water
•Community control
•Lifestyle
•Molokai impact vs. Oahu benefit
•Community benefits
•Island economy
Ambassadors Issues
Outreach Network
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Mike Munekiyo President of Munekiyo
and Hiraga
Dane Kane Retired County Council
Luly Ushijima Nakanishi Community Relations
Specialist
Island of Maui
•Views
•Maui impact vs. Oahu benefit
•Community benefits
•Protection of the fauna and flora
•Endangered species--including the Nene and other birds
Ambassadors Issues
Outreach Network
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Michael Tresler Senior Vice President Grove
Farm
Island of Kauai
•Bird migration
•Wind vs. other renewables
•Gas tax
•Endangered species
•Land use
•Lifestyle
•Views
•Cultural impacts
Ambassadors Issues
Outreach Network
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Issues & Crisis Management
TRANSFORMER OUTAGES
TRANSFORMER OUTAGES
WAAHILA RIDGE
WAAHILA RIDGE
ISLANDWIDE OUTAGES
ISLANDWIDE OUTAGES
KEAHOLE POWER PLANT
KEAHOLE POWER PLANT
NAVAJO SACRED LANDS
NAVAJO SACRED LANDS
• Interisland Cable • Cultural concerns
• Interisland Cable • Environmental concerns
• Nimby
20+ YEARS EXPERIENCE
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Hawaii is No. 1
With the HCEI, Hawaii is a national leader in the clean energy revolution.
Renewable energy technologies are critical to Hawaii’s energy independence.
Message targets:
Local, national, and international media
Media Relations
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WHO? Policy makers, energy community, environmental advocates,
community and business leaders, general public.
WHAT? Success stories. Special segments, TV programs, special
publications.
WHEN? Major story every month on all islands.
WHERE? All media, all islands: Print, radio, network and community
access TV, community papers, business and industry publications, online media.
Media Relations: Audiences and Approach
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HOW?
- Be prepared: fact sheets, press kits, spokesperson media training
- Brief media: regular editorial board meetings- Publicize and promote: HCEI initiatives, new renewable
developments, and special events- Use all angles: business, lifestyle, home, industry,
environment- Leverage MNVP media buys for PSAs, segment and
special programs: $50 million billings- Partner to extend funds and support- International/global reach online
Media Relations Implementation: Hawaii Market
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Content management tools for cross site publishing.
Tools: Contribute
• collaborative publishing • version support
• xml editing • WYSIWYG editing
• cross browser preview
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Tools
GOOGLE ANALYTICS, OMNITURE, WEBTRENDS: measure the health of a site and analyse traffic providing valuable insights into user behaviour and how you can improve your architecture
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Tools
INFEGY: Social Media Monitoring and Insights, Research and intelligence gathering, Sentiment and chatter tracking, influencer tracking
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PROJECT MANAGERS: Dedicated team of technically savvy people to manage content and projects only in the digital realm
CONTENT CREATORS: Designers, Writers, Illustrators, Videographers, Editors and Art Directors to create unique ownable and other relevant content for HCEI’s family of sites and other various media channels.
TECHNICAL STAFF:
Programmers
( to create, post / update HCEI ownable and other relevant content to HCEI’s family of sites and throughout the varios media channels)
Team
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Ulu Pono Initiative
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Hawaii Visitor and Convention Bureau
Hawaii Clean Energy Initiative
Blog: guest and regular bloggers engage users with up to date relevant content
Organice search ranks higher with more relevant inbound links (ie from guest bloggers that post content to their own site as well as yours)
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TWITTERFACEBOOK
Hawaii Clean Energy Challenge: The conversation
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Work Plan: The First 30 DaysWork Plan: The First 30 Days
The specifics of a work plan will be designed at the outset of the Hawaii Clean Energy Challenge. However, the following fundamentals will be created for the first 30 days of the campaign.
• Develop statewide stakeholder working group • Develop Island stakeholder groups
• Create launch strategy
• Design and integrate websites and new media
• Create metrics for competitions and rewards
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•HCEI A unifying initiative that integrates all audiences behind a common goal A forum to effectively communicate goals, initiatives, and progress Channels to have open and honest communication with island communities Measurable results
•Consumers: Awareness of energy efficiency and renewable energy Change in behavior to a more energy efficient mindset Understanding and demand for renewable energy sources Consumer ambassadors spreading word of mouth knowledge
•Stakeholders: A focused, educated audience demanding clean energy resources A community outreach channel for clean energy messages on all islands
Hawaii Clean Energy Challenge Benefits