Transcript Fat Spaniel Corporate Presentation

Fat Spaniel Technologies
The 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)
Suppliers
Channels
Shareholders
Customers
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Why Market Your CSR program?
Branding
Competitive
advantage
Increase
company value
CSR
Risk
reduction
Multiplier
effect
Attract motivated
employees
Build corporate
culture
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Decreasing Risk
Risk
Rising energy
costs
Regulatory
NonCompliance
Trade
restrictions
Civil lawsuits
Brand
impairment
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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 Responsibility
1. International Paper
2. United Parcel Service
3. Starbucks
4. Fortune Brands
5. Walt Disney
6. McDonald's
7. Medco Health Solutions
8. Herman Miller
9. Weyerhaeuser
10. Union Pacific
Source: 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
Solar Hot Water
Wind
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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
€
$
Peak Shaving
ROI
Reduce impact
of price
increases
Reduce
Costs
Incentives
Fed tax credits
Solar RECs & State
Incentives
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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
Information
Technology
Renewable
Energy
Technology
Distributed
Infrastructure
Data acquisition
Marketing
Control systems
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
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