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The Right Choice for the Hawaii Clean Energy Initiative

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

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The Right Choice for the Hawaii Clean Energy Initiative

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  1. The Right Choice for the Hawaii Clean Energy Initiative Goal: 70% Clean Energy by 2030 • 30% Energy Efficiency • 40% Renewable Energy

  2. 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

  3. Energy Clients

  4. Hawaii Clean Energy Challenge! • Proven Program in 10 States • Winning on Wind

  5. At 70% Hawaii will be a National Leader • WEB SITE COLLAGE TITLE GOES HERE

  6. Clean Energy Market Transformation COMMUNITY + COACH + STAKEHOLDERS + AMBASSADORS CURRENT COMMUNITY + COACH + STAKEHOLDERS HAWAII CLEAN ENERGY CHALLENGE

  7. Hawaii Clean Energy Challenge!

  8. Hawaii Clean Energy Stakeholders • STAKEHOLDER CHART

  9. Leveraging Affinity Networks MVNP/SmartPower will create affinity partnerships to attain clean energy Milestones geared toward helping HCEI attain their goals.

  10. Field Marketing Infrastructure • At the outset of the campaign the Hawaii Clean Energy Challenge will create a dynamic structure that will initially include:

  11. What is supposed to go on this page Bullet points are redundant. What do metrics look like Field Marketing Actions At the outset of the campaign, MVNP/SmartPower will achieve the following deliverables. • Clean Energy Installation Metrics • Clean Energy Installation Metrics

  12. Incentives & Rewards • Recognition and rewards is an important element of the MVNP / SmartPower Hawaii Clean Energy Challenge field marketing and PR campaign. • Recognition • Recycle Bank • Savings

  13. Hawaii Clean Energy Challenge Supports Wind • 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

  14. State Issues STATEWIDE • “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.” NEIGHBOR ISLANDS • “No benefit to my community.” • “It’s in my backyard for Oahu, but not for me.” • “Our island is developed enough.”

  15. Outreach Network Island of Lanai 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 Issues Ambassadors

  16. 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 Issues Ambassadors

  17. Outreach Network Island of Maui • Mike Munekiyo • President of Munekiyo and Hiraga • Dane Kane • Retired County Council • Luly Ushijima Nakanishi • Community Relations Specialist Issues Ambassadors • Views • Maui impact vs. Oahu benefit • Community benefits • Protection of the fauna and flora • Endangered species--including the Nene and other birds

  18. Outreach Network Island of Kauai Bird migration Wind vs. other renewables Gas tax Endangered species Land use Lifestyle Views Cultural impacts Issues Ambassadors • Michael Tresler • Senior Vice President Grove Farm

  19. Issues & Crisis Management WAAHILA RIDGE TRANSFORMER OUTAGES KEAHOLE POWER PLANT ISLANDWIDE OUTAGES NAVAJO SACRED LANDS 20+ YEARS EXPERIENCE

  20. Media Relations 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

  21. Media Relations: Audiences and Approach 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.

  22. Media Relations Implementation: Hawaii Market 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

  23. Tools: Contribute • Content management tools for cross site publishing.

  24. 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

  25. Tools • INFEGY: Social Media Monitoring and Insights, Research and intelligence gathering, Sentiment and chatter tracking, influencer tracking

  26. Team • 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)

  27. Ulu Pono Initiative

  28. Hawaii Visitor and Convention Bureau

  29. 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)

  30. Hawaii Clean Energy Challenge: The conversation FACEBOOK TWITTER

  31. Work 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

  32. Hawaii Clean Energy Challenge Benefits • 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

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