STRATEGIC COMMUNICATIONS TO EXPAND THE U.S. SOLAR ENERGY MARKET #190

摘要

Over the last 10 years, the U.S. solar energy market has exploded but challenges remain for solar to become a significant share of the U.S. energy portfolio. The industry is poised to expand solar in diverse markets ranging from residential, commercial, utility and government clients. All have different perceptions and understanding of the benefits of solar energy. So how can advocates, company and industry trade representatives communicate most effectively and consistently? This paper presents the most effective communications strategies and messaging themes to reach customers, business partners, utilities and government agencies. Findings from a new survey along with recent public polls are included to illustrate the most effective messaging for solar companies and advocates alike as well as key decision-making segments. Top messaging themes are identified to inform marketing and public affairs efforts needed to support continued growth of the U.S. solar energy market.