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Tom Cooper
Accelerating Adoption of
Community Solar
Using survey-based market forecasting to take the guesswork
out of designing and promoting community solar programs
October 2016
Community Solar Markets and Customers
Accelerating Adoption of Community Solar | October 2016 1
To be successful, a utility or developer must design and promote a program consumers find attractive
Program Design
Promotion
Market Acceptance
Accelerating Adoption of Community Solar | October 2016 2
Program Design from the Customer Perspective
•Economic
factors
•Program
features
•Incentives
• Initial investment
•What I lease or own
•% of bill covered
• Initial impact on monthly bill
• Impact on bill 5 years out
•Duration of contract
•Various incentives to sign up
Accelerating Adoption of Community Solar | October 2016 3
Community Solar Program Design Features and Levels
Program Features LevelsNone
$500
2000 (financing available)
5000 (Financing available)
$25 monthly charge
$50 monthly charge
Nothing
Solar panels
KWH increments
Fixed rate for solar portion of power
25%
50%
75%
100%
125%
8% decrease
3% decrease
No change
3% increase
8% increase
8% decrease
3% decrease
No change
3% increase
8% increase
Month to month
1 year
2 years
5 years
10 years
Receive $100 of LED lightbulbs
Name on solar panel to recognize participation
Cash rebate if coverage goal not met
Late fee forgiveness two times per year
No additional incentive
Net monthly impact on
bill 5 years out
Initial net monthly impact
on bill
Duration of contract at
initial sign-up
Incentives
Initial investment
What you lease or own
Percent of current bill
covered
375,000 optional
programs can be
designed with different
combinations of these
features.
Accelerating Adoption of Community Solar | October 2016 4
Promotional strategy has three components
Message
• Principal content of the message
Media
• How the message reaches the customer
Source
• Spokesperson delivering the message
Accelerating Adoption of Community Solar | October 2016 5
Community Solar Promotional Campaign Elements
Newspaper
Mailer
Utility bill stuffer
Social Media
Message on the utility bill
Radio spot
TV spot
Web
Saves you $
No maintenance
Grows the solar industry
Avoids use of fossil fuels
No start-up costs or investment
Promotes renewable energy
Solar panels are not on your roof
If you move you can take with you or cancel
Every homeowner or renter eligible to participate
Hedge against rising utility costs
Growing demand for community solar
Buying or leasing too costly
Community solar is local
Get started right away, cancel at anytime
Conserve natural resources
Well-known personality
Neighbor
Local community spokesperson
State Govenor
Solar organization
Utility
Non-profit organization
Media
Message
Communications Elements
Source
Different combinations
of media, messages
and sources represent
945 optional
promotional campaigns.
Accelerating Adoption of Community Solar | October 2016 6
Accelerating Adoption of Community Solar | October 2016 7
PCG Survey Sample
State N
California 116
Colorado 106
Florida 116
Massachusetts 110
Michigan 108
Minnesota 107
Texas 113
Washington 108
Total 884
Accelerating Adoption of Community Solar | October 2016 8
Initial investment has the most influence on market acceptance of Community Solar
Accelerating Adoption of Community Solar | October 2016 9
The market is very sensitive to differences in initial investment required to participate in Community Solar
78.6
13.96
-53.38
-106.98
50.25
17.56
-150
-100
-50
0
50
100
Utility
No Initial
Investment
$25/month
$2,000
(financing)
$500
$5,000
(financing)
$50/month
Accelerating Adoption of Community Solar | October 2016 10
None of the incentives tested make much difference in influencing adoption of Community Solar
15.33
-16.99
24.84
-8.05
-15.12
-20
-15
-10
-5
0
5
10
15
20
25
30
Utility
$100 LED’s
Late fee
forgiveness
2X/year
Name on
solar panel
No
additional
Incentive
Cash rebate
if coverage
goals not
met
Accelerating Adoption of Community Solar | October 2016 11
Messaging is the most important communications component
Accelerating Adoption of Community Solar | October 2016 12
Key messages emphasize eligibility and $
0 2 4 6 8 10
Buying or leasing too costly
Grows the solar industry
Solar panels are not on your roof
Avoids use of fossil fuels
No maintenance
Growing demand for community solar
Community solar is local
Conserve natural resources
Promotes renewable energy
Hedge against rising utility costs
If you move you can take it with you
Get started right away, cancel anytime
Saves you $
No start-up costs or investment
Every homeowner or renter eligible
Communications Priorities
Extrinsic motivator
Intrinsic motivator
Accelerating Adoption of Community Solar | October 2016 13
Consumers seem to trust an institution that knows the solar business
0 2 4 6 8 10
Well-known personality
State Govenor
Neighbor
Local community spokesperson
Solar organization
Non-profit energy organization
Utility
Source Priorities
Accelerating Adoption of Community Solar | October 2016 14
Channels targeted to consumers (plus TV) seem to carry the most influence
0 2 4 6 8 10
Radio spot
Newspaper
Social Media
Web
Utility bill stuffer
Mailer
TV spot
Message on the utility bill
Media Priorities
Accelerating Adoption of Community Solar | October 2016 15
Market simulations can expedite planning and enable utilities and developers to “get it right the first time”
Initial Investment
Contract length
What I lease or
own
Immediate savings
Savings 5 years out
Incentives
% of bill covered
Message
• Principal content of the message
Media
• How the message reaches the customer
Source
• Spokesperson delivering the message
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