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Fat Spaniel Technologies The Leader in Monitoring Services for Renewable Energy Systems

Fat Spaniel Technologies The Leader in Monitoring Services for Renewable Energy Systems. Marketing Your CSR Program. Marketing Your CSR Program: Agenda. Focus of this presentation: Clean Energy Why market your CSR program? What should you market? Visualizing clean energy.

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Fat Spaniel Technologies The Leader in Monitoring Services for Renewable Energy Systems

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  1. Fat Spaniel TechnologiesThe Leader in Monitoring Services for Renewable Energy Systems Marketing Your CSR Program

  2. Marketing Your CSR Program: Agenda • Focus of this presentation: Clean Energy • Why market your CSR program? • What should you market? • Visualizing clean energy

  3. Energy: The Central Issue of our Times • National security / energy independence • Peak oil • Skyrocketing costs of fossil fuels • Global warming • Tipping point: “An Inconvenient Truth”

  4. Clean Energy: Stakeholders Government (US and int’l) Suppliers Channels Shareholders Customers

  5. Why Market Your CSR program? Branding Competitiveadvantage Increasecompany value CSR Riskreduction Attract motivatedemployees Multipliereffect Build corporateculture

  6. Civil lawsuits Rising energycosts Regulatory Non-Compliance Traderestrictions Brand impairment Decreasing Risk Risk

  7. The Pitfall: “Greenwashing” • Green-wash (green'wash', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. • Green marketing without substance • Negative impact on brand • Florida utility “Sunshine Energy Program” • Clean Coal campaign?

  8. TerraChoice: “Six Sins of Greenwashing” • Sin of the Hidden Trade-Off • “Energy-efficient” electronics that contain hazardous materials • Sin of No Proof • Hair conditioners claiming to be “certified organic” • Sin of Vagueness • “100% natural”, “non-toxic”, “environmentally-friendly” • Sin of Irrelevance • “CFC-free” though CFCs were banned 20 years ago • Sin of Fibbing • False claims of Energy Star certification • Sin of Lesser of Two Evils • Organic tobacco

  9. Green Fatigue? • Cynicism, yes • UK survey (2007) said only 1% believed firms motivated by “genuine concern for the environment” • Fatigue, no

  10. Case Study: REI’s Program • Theme: “Stewardship” • Hired team of consultants to establish a baseline for being climate-neutral • Bought carbon offsets for all adventure travel trips it organized • Sourced only renewable energy sources such as hydro-electric • Incentives for employees to cycle to work • All its buildings are reducing carbon footprints

  11. Case Study: REI’s Marketing of CSR • Annual “Stewardship Report” • In-store marketing • Strong web presence

  12. Case Study: Wal-Mart • Pilot project announced 2007 • 22 US stores • Solar electric systems generateup to 30% of store’s power needs • In-store kiosk displays of energy production, GHG avoidance “We are taking aggressive steps towards our goal of being supplied by 100 percent renewable energy. The pilot project is yet another example of Wal-Mart’s commitment to making decisions that are good for business and the environment.” Kim Saylors-Laster, vice president of energy for Wal-Mart .

  13. Fortune: “America’s Most Admired Companies” Category: Social Responsibility • International Paper • United Parcel Service • Starbucks • Fortune Brands • Walt Disney • McDonald's • Medco Health Solutions • Herman Miller • Weyerhaeuser • Union Pacific Source: Fortune, March 17, 2008

  14. Marketing Your CSR Program: Agenda • Focus of this presentation: Energy • Why market your CSR program? • What should you market? • Approaches to marketing CSR • Visualizing clean energy

  15. Solar Electric Solar Hot Water Wind Renewable Energy: A Cornerstone of CSR

  16. The Other Facet of Clean Energy: Efficiency “The cheapest watt is the one that never needs to be produced” – Amory Lovins

  17. ROI Peak Shaving Reduce impact of price increases Fed tax credits Solar RECs & State Incentives Cutting Costs of Energy € $ Incentives Reduce Costs

  18. LEED • Green Building Rating System™ • LEED certification: • Energy efficiency LEED points from 1-5 points under Energy & Atmosphere requirements • Higher financial returns (Co-star Group) • Lower operating costs • Higher occupancy rates and lease rates per sq. ft. “There’s no question that getting LEED-certified was the best marketing investment we ever made.” Joe Van Belleghem, development consultant for Vancouver Technology Park and President of JVB Consulting Group .

  19. Marketing Your CSR Program: Agenda • Focus of this presentation: Energy • Why market your CSR program? • What should you market? • Visualizing clean energy

  20. Infusing Intelligence Changes the Game Information Technology Renewable Energy Technology Energy Intelligence Services DistributedInfrastructure Data acquisition Control systems Marketing Operations & Maintenance Intelligence

  21. Marketing View: Web Site or Display Kiosk

  22. Solar Electric “How It Works” Click to preview demo

  23. Solar Hot Water “How It Works” Click to preview demo

  24. Custom Flash Views for Marketing & Education Click to preview showcase

  25. In Closing … • Don’t be deterred by fears of “green fatigue” or “greenwashing” • Clean energy is a mega-trend for the 21st century • Be on the right side

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