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Fat Spaniel TechnologiesThe Leader in Monitoring Services for

Renewable Energy Systems

Marketing Your CSR Program

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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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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”

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Clean Energy: Stakeholders

Government (US and int’l)Government (US and int’l)

SuppliersSuppliers

ChannelsChannels

ShareholdersShareholders

CustomersCustomers

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Why Market Your CSR program?

Riskreduction

Build corporateculture

Competitiveadvantage

Multipliereffect

Branding

Attract motivatedemployees

CSR

Increasecompany value

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Decreasing Risk

Rising energycosts

RiskRegulatory

Non-Compliance

Civil lawsuits Brand impairment

Traderestrictions

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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?

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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

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Green Fatigue?

• Cynicism, yes– UK survey (2007) said only 1% believed firms

motivated by “genuine concern for the environment”

• Fatigue, no

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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

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Case Study: REI’s Marketing of CSR

• Annual “Stewardship Report”• In-store marketing• Strong web presence

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Case Study: Wal-Mart

• Pilot project announced 2007• 22 US stores• Solar electric systems generate

up 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

.

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Fortune: “America’s Most Admired Companies”

Category: Social Responsibility1. International Paper2. United Parcel Service3. Starbucks4. Fortune Brands5. Walt Disney6. McDonald's7. Medco Health Solutions8. Herman Miller9. Weyerhaeuser10. Union PacificSource: Fortune, March 17, 2008

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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

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Renewable Energy: A Cornerstone of CSR

Solar Electric

Wind

Solar Hot Water

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The Other Facet of Clean Energy: Efficiency

“The cheapest watt is the one that never needs to be produced”

– Amory Lovins

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Cutting Costs of Energy

ROIROI

Fed tax credits Solar RECs & State Incentives

Incentives

€

$

Reduce Costs

Peak Shaving Reduce impact of price

increases

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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

.

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Marketing Your CSR Program: Agenda

• Focus of this presentation: Energy• Why market your CSR program?• What should you market?• Visualizing clean energy

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Infusing Intelligence Changes the Game

Energy Intelligence

Services

DistributedInfrastructure

InformationTechnology

RenewableEnergy

Technology

Data acquisition

Control systems

Marketing

Operations & Maintenance

Intelligence

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Marketing View: Web Site or Display Kiosk

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Solar Electric “How It Works”

Click to preview demo

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Solar Hot Water “How It Works”

Click to preview demo

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Custom Flash Views for Marketing & Education

Click to preview showcase

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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