This document is CONFIDENTIAL and for discussion purposes only. The recipient and its affiliates, owners, officers, directors, partners, members and representatives may not publicly disclose the existence of this document or make known any facts related to this document and its terms, other than disclosure to their respective advisers and counsel, without the prior consent of SmartPower.

Non-profit marketing organization dedicated to promoting clean, renewable energy and energy efficiency.

“Got Milk” organization for clean energy and energy efficiency.

Consumer research to create marketing campaigns and messages.

About SmartPowerAbout SmartPower

Percentage of the American people who say they will purchase clean energy

The SmartPower ApproachThe SmartPower Approach

84%

Percentage of the American people who actually purchase clean, renewable energy

The SmartPower ApproachThe SmartPower Approach

<3%

Huge Gap Between Intention and ActionHuge Gap Between Intention and Action

So Why Are the American People Lying?

84% <3%

Four Main BarriersFour Main Barriers

Our research tells there are 4 barriers the consumer faces:

1. Reliability: “I’m not sure it works!”

2. Availability: “Where and how do I buy it?”

3. Cost: “It’s just too expensive!”

4. It’s just too confusing: I’m not an energy expert!

ARIZONA SMARTPOWER

An independent, state-wide non-profit organization dedicated to helping Arizona residents make smart energy choices, created in partnership with APS and other foundations.

Helping to Increase Solar InstallationsHelping to Increase Solar Installations

The Arizona Solar Challenge“More Solar Panels Than Swimming Pools!”

 

The Arizona Solar ChallengeThe Arizona Solar Challenge

Campaign Goal

1. A Community-based, Neighbor To Neighbor (N2N) outreach effort;

2. Two Key Elements: on-the-ground community outreach; On-line Community Outreach;

3. Community Incentives & Competition!

4. We “Walk the consumer the last mile from awareness…to installation!”

The Arizona Solar Challenge: Flagstaff The Arizona Solar Challenge: Flagstaff

Campaign Goal

1 APS is launching The Community Power Project: offering free solar to 200 Flagstaff customers. These 200 become the catalyst to more purchases!

2 Then, working with Flagstaff Mayor Pressler we are offering 1kw of Free solar for every 100 residential sign ups we get over and above the CPP (Up to 5 KW)

How Do We Get These Installs? How Do We Get These Installs?

The Solar Coach

1. We’ll offer “The Solar Coach” – an independent Trusted friend who will walk you through the morass of buying solar

2. There is no “trusted brand” – we are creating a “Trusted Friend”.

3. The Solar Coach stays with the homeowner through all stages of their solar purchase

Need for a Solar CoachNeed for a Solar Coach

Solar Customers report need for “independent third party to assist in installation challenges.

•Very helpful 40%

•Somewhat helpful 35%

 

2010 APS Solar Customer Survey Results

Creating Awareness For The Arizona Solar ChallengeCreating Awareness For The Arizona Solar Challenge• Working with city leadership we use “leadership by example” to create buzz;

•Working with 3rd, 4th and 5th grades we create a bottom-up approach with “The Renewables” – APS’ clean energy Super Heroes!

• We use NPR Sponsorships to drive home owners to our solar coach;

•We’re out in the community at events, fairs, and even door-to-door offering the services of The Solar Coach!

 

Raising Awareness: CollaborationRaising Awareness: Collaboration

• A coalition of installers, NGO’s, APS, the City of Flagstaff, The Renewables, LLC, foundations and others working as part of a unified effort to increase solar on homes across Arizona and help refine program implementation

• Membership driven organizations engaging members to the Arizona Solar Challenge (underwrite outreach, mailings)

• A network of stakeholders that will increase overall awareness of the Arizona Solar Challenge

 

The Flagstaff Campaign UpdateThe Flagstaff Campaign Update

• Keep in mind: From 2006 until this summer Flagstaff had just

67 residential solar installations

•In our first two weeks, we had 20 residents sign up for our solar coach!

•We’re now working with close to 100 families to help them “walk that last mile…” from awareness to installation!

•The CPP is rapidly signing up it’s 200 customers – and we’re well on our way to doubling that across Flagstaff!

 

Arizona SmartPower60 E Rio Salado Parkway, Suite 900Tempe, AZ 85281480-219-4395

Brian F. Keane, Presidentbkeane@smartpower.org

Thank You!Thank You!