Rochester Community Solar Project
www.RochesterSolarProject.com
Campaign strategy + copy writing + web development & design, print & digital design + media outreach + targeted social media
Community outreach campaign to build awareness about the Town of Rochester Community Solar Farm Project. The site was developed to quell disinformation and growing opposition to the solar farm project before an unanticipated special referendum election.
Campaign overview
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The outreach campaign centered on a stand-alone website which served as the primary information platform for multi-channel outreach. The campaign utilized paid social media, email, direct mail, newspaper ads, and roadside signage. It also incorporated a series of personalized robo-calls from respected community members to help turn out the vote.
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Outreach also centered on a highly coordinated media campaign. In addition to standard press releases, local organizations and respected voices within the community were solicited to reach out to the media and to write letters to the editor. In the weeks before the election, our local newspapers were saturated with pro-solar coverage. The project earned weekly front-page coverage and pro-solar letters dominated the editorial pages.
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Community influencers also collaborated to share information about the Solar Project and the referendum election through their individual email and social media channels.
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A lively three-hour public forum was also organized a few days before the election. The forum was designed to educate residents about community solar, address misunderstandings about solar energy, and to allow residents to ask questions and voice their concerns. Forum video excerpts were promoted on social media and were viewed by the majority of the voters who went to the polls.
Results
The Solar Referendum passed with a 10-point margin
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The 54-acre solar farms have been constructed and began producing locally generated renewable energy in September 2018. The Rochester community solar farms produce enough clean energy to power 1,200–1,500 households.
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Residents who joined the farms receive a guaranteed 10–15 percent discount on their electricity bills for the next 25 years.
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One-fifth of the renewable generated by the Rochester solar farms support low-to-middle-income families in the Central Hudson Gas and Electric catchment area through the NYSERDA Solar for All program.
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In addition, the solar farms will generate over $2.46 MM lease revenue for the Town of Rochester over the next 20 years.