Case Study: REI's Program. Theme: 'Stewardship' ... Cas

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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 intl)
Suppliers
Channels
Shareholders
Customers
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Why Market Your CSR program?
Branding
Competitiveadvantage
Increasecompany value
CSR
Riskreduction
Attract motivatedemployees
Build corporateculture
Multipliereffect
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Decreasing Risk
Risk

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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-frie
  ndly
• 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 REIs 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 REIs 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 generateup to 30 of
  stores 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-Marts 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 Americas Most Admired Companies

• Category Social Responsibility
• International Paper
• United Parcel Service
• Starbucks
• Fortune Brands
• Walt Disney
• McDonald's
• Medco Health Solutions
• Herman Miller
• Weyerhaeuser
• 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
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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

Incentives
Reduce Costs
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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.

Theres 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
Information Technology
Renewable Energy Technology
Energy Intelligence Services
DistributedInfrastructure
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

• Dont be deterred by fears of green fatigue or
  greenwashing
• Clean energy is a mega-trend for the 21st century
• Be on the right side