the right choice for the hawaii clean energy initiative goal: 70% clean energy by 2030 30% energy...

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

5Hawaii Clean Energy Initiative

WEB SITE COLLAGE TITLE GOES HERE

At 70% Hawaii will be a National Leader


Clean Energy Market Transformation

CURRENT COMMUNITY + COACH +

STAKEHOLDERS

COMMUNITY + COACH +

STAKEHOLDERS +AMBASSADORS

HAWAII CLEAN ENERGY CHALLENGE

Hawaii Clean Energy Initiative

Hawaii Clean Energy Challenge!


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


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


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


• 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


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


• 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


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.”


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


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


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


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


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


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


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


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


Content management tools for cross site publishing.

Tools: Contribute

• collaborative publishing • version support

• xml editing • WYSIWYG editing

• cross browser preview


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


Tools

INFEGY: Social Media Monitoring and Insights, Research and intelligence gathering, Sentiment and chatter tracking, influencer tracking


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


Ulu Pono Initiative


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)


TWITTERFACEBOOK

Hawaii Clean Energy Challenge: The conversation


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


•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

the right choice for the hawaii clean energy initiative goal: 70% clean energy by 2030 30% energy...

Documents

clean energy milestones

energy efficiency40

wind development projects

oldest marketing

wind initiatives

national leader

pr campaign

affinity partnerships