Community Solar Communications Plan
Gather data and information
Begin with a comprehensive account of the current status, key audiences and data
to be collected.
1. Conduct a preliminary project analysis that includes:
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Current status of the project
Project milestones
Participation goals (how many residential participants? how many businesses and
organizations?)
Potential risks and benefits
2. Identify key audiences
Primary
o Employees
o Board members
o Member Advisory Group
o Co-op members
Secondary
o External stakeholders, including legislative officials
o Media
3. Gather data on your potential
Conduct a survey to gauge member interest (see Sample Survey). Too often a co-op’s budget
constraints push member surveys into the category of “luxury item.” Quality market research, however,
can make the difference between a successful project and one that limps along. Survey results will help
determine the following:
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Level of interest in solar energy
Level of interest in community solar
Comparison of interest in community solar vs. residential solar
Motivations for participation (supporting green energy, environment, money)
Key messages
Level of trust in the co-op as a source of information and as a purveyor of energy options
TIP: Even before the project is announced create a process for capturing the names and contact
information of members who express an interest in solar options.
Develop Communications Timeline
Draft a plan that establishes a timeline for producing and disseminating
materials to employees, board members, consumer-members and external
stakeholders.
Board members and employees
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Draft a plan for engaging board members and employees in the member outreach effort.
Plan should include deadlines for producing materials that will aid in starting conversations
with members and providing members with information they want and need about the
program.
Consumer-members
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An effective member outreach plan will seek to get information about the program in front
of likely participants at least three times using an array of channels. For example, one
member might receive a bill insert, hear a radio ad and see a Facebook post. Another
member might see a notice on the website, talk to a co-op employee during jury duty and
read about the program in the newsletter.
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Plan should include deadlines for newsletter articles, bill Inserts, FAQs, schedule of member
meetings, radio ads, direct mail and key account visits
External stakeholders (media, public officials, civic organizations)
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An effective plan to promote the community array will start out by answering the question:
what attributes distinguish this project from other solar projects, including rooftop solar?
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Plan to reach out to policymakers individually, first by letter and then in person.
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Get a schedule of local community events, especially fairs and expos, and make sure the coop’s solar project is visible. Plan to have someone from the co-op attend civic and public
meetings to discuss the project.
TIP: Deploying all the co-op’s communications assets.
Both board members and employees can play a valuable role disseminating information about the solar
project to potential participants. The communicator’s job is to help them start the conversation; for
example, hats and pins that say “Ask me about solar” invite questions from members and help establish
the co-op’s expertise Make sure both employees and board members feel empowered and confident.
Create Materials
KEY MESSAGES
(See Message Triangle)
Community solar is accessible for
all members
 Many homes are not suitable
for residential systems
 Community solar allows all
members to participate in
renewable energy, regardless of
the set-up of their home.
Community solar is economical
 Installation costs are distributed
across all participants
 Utilities can build solar arrays at
a lower cost than smaller
systems
 Pricing is flexible—members
can choose their level of
interest
Community solar is safe and
reliable
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Installation is taken care of by
co-op
Panels are maintained and
operated by the co-op
Members are connected to the
grid, ensuring electricity at all
times of the day
Community solar is a clean,
renewable energy source
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Members can feel good
about contributing to a
green initiative
Develop communications messages and materials in
line with project objectives and in collabo ration with
key stakeholders (directors, managers, and members).
Develop key messages
Using the survey data on consumer-member attitudes and willingness
to participate, develop a set of topline messages that can be used for
all audiences.
See the “Message Triangle” for a set of key messages and proof points
to help train employees and board members on how to communicate
about the community solar project with members and community
stakeholders.
TIP: Focus groups can determine level of interest and reveal member
concerns and opinions in greater detail than a survey. Focus groups
can also help refine messages.
Develop materials
Brochures, bill inserts, newsletter articles, FAQs (See the collection of
samples from co-ops who have gone before you!)
Logo, slogans, ad copy and graphics (e.g., window decals, yard signs).
TIP: With rooftop solar, the panels themselves make a statement
about the consumer’s energy choices and commitment to solar. It’s
important to find ways that community solar participants to reap
those same social benefits. One option, for example, might be to
create window decals: “This house/business/organization powered by
the sun.” Or participants might include the logo in their email
signature.
TIP: Eau Claire Energy Cooperative involved the co-op’s Member
Advisory Group and youth tour participants in the process of creating
the branding and logo for the community solar project.
Execute Plan
Produce and distribute messages and materials to primary audience. Sustain
communication beyond initial communications launch. Engage with med ia.
1. Internal project launch
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Initiate board engagement
o Board presentation
o Marketing materials such as brochures, pocket cards, etc.
Initiate employee engagement
o Finalizing marketing materials such as brochures, pocket cards, etc.
o Employee presentation
o CSR and member services training on fielding member inquiries and marketing the
program
Schedule project updates
2. Initiate consumer member marketing
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Project announcement (6-9 months)
First wave of communication to consumer members announcing the project
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Create community solar webpage
Disseminate FAQs
Introduce project branding
TIP: If you see a video produced by another co-op that you like, consider asking if you can use it. Just
change out the tags.
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Targeted outreach (3-6 months)
Robust dissemination of information via newsletters, social channels and –most important –
through in-person outreach at meetings and events
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Dissemination through co-op channels, including social media
Dissemination through community meetings and events
Paid advertising
Sponsorship advertising (sponsor the local weather – on sunny days)
Pulse marketing
Create opportunities to continue the marketing push after the project goes online.
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Special offers
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Educational programs and tours
Milestone announcements
Digital ads on local radio and TV websites – cheaper and effective
3. Publicity
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Press release announcing the project; should include information about why the co-op is
pursuing community solar and how members can participate.
Press release announcing the site selection.
Ribbon cutting event
o Begin planning about 3 months prior
o Invite local government officials, community leaders and key stakeholders at
least 1 month prior
o After confirming attendees, invite local media 1-2 weeks prior
Press release when the project breaks ground
Press release announcing when the array first produces power
Public service announcements
TIP: Almost any milestone in the project can be disseminated using social media and updates to
participants to help build excitement about the project. Ideally, the participants will starting sharing
information with their friends and family.
Evaluate Project
Measure outcomes, disseminate results, and identify revisions for future projects.
1. Measure outcomes
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Compile results from all surveys
o Pre-project survey gauging member interest
o Post-project survey about satisfaction with program
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Create a log of all phone and email inquiries regarding community solar project. Make note of
the general tone of inquiries (positive/negative/neutral)
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Track media coverage and analyze clippings report
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Compile relevant data and demographic information
o Number of panels sold, age of participants, output levels, etc.