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One troubled German solar company;

imperils the growth of an entire U.S.

industry.

140,000 Jobs

is an unacceptable price for one company’s

intransigence.

Media, markets and policymakers deserve

to know that.

Strategic Communications Proposal fos for CASE Executive Committee- 08/21/2014

Making the Case for Solar Free Trade

What’s in here?

GoalStarting Point - SWOT

Approach

Deliverables & Timeline

Accountability & Costs

Why Us?

GoalsSharpen, drive narrative: One

troubled company risks an entire industry’s growth

Simplify. Define costs: 140,000 American jobs, almost X% price

increaseDesign, execute winning plan

integrating media engagement, coalition management, digital

campaign

Goals (Cont.)

Drive home value of solar free trade national policymakers

Holds SolarWorld (SW) accountable to markets, policymakers for risking

growth in U.S. solar

SWOT

Strengths Weaknesses

Opportunities Threats


Weaknesses

SWOT

Strengths

• Brand campaign, website• Large membership across

solar industry value chain to tap for compelling spokespersons

• Compelling, credible (macro) jobs statistics available

• Positive polling on free trade and solar as a local economic driver

• Deep support within industry value chain players

SWOT



SWOT



• Lack of simple, consistent public image

• No dominant quantification of cost of trade dispute

• Staying largely positive has limited tactical and messaging options

• Challenges in engaging member companies to tell jobs success stories

• No regular content stream, limited social media footprint

• Low returns for CASE in online searches of “SolarWorld petition,” “solar trade”

SWOT



SWOT



• SolarWorld not used to accountability spotlight

• Markets deserve to know answers to inconvenient Qs about SolarWorld’s business operations, financial soundness

• CASM narrative built on mirage as broad based membership

• Local solar installers create real jobs; more popular than SolarWorld

• EPA Clean Power Plan standards mean Governors need solar for their state

• Increasingly dire climate science demands scaling of domestic solar industry

SWOT



SWOT



• Issure complexity + arcane process

• Other priorities for White House (WH) demands “Squeaky Wheel” approach

• Lobbying to date targeting Sen. Wyden

• High stakes from additional, gratuitous SolarWorld petitions on pricing

• Public resentment in trade disputes easily misdirected at foreign trading partners



SWOT

SWOT Informs Our Approach

SWOT

• Campaign needs consistent, clear narration with main actor

• Messaging needs simplification, repeated use of jobs at risk, price increases #

• WH will only act if our wheel squeaks louder• Governors with solar growth in their states can

push Administration for solution – all must meet 111d standards

SWOT• SolarWorld operating with little accountability• Markets, policymakers deserve to know that

behavior of one company imperils growth of entire U.S. solar industry

• Non-solar ally(ies) needed for posing, echoing tougher questions (at a safe public distance from CASE)

• Senator Wyden will benefit by knowing where story could head

Our ApproachPublic Relations

Coalition Managemen

tDigital

Media


Coalition Managemen

tDigital

Media

Drive strengthened narrative using one statistic showing

cost of one company’s behavior

Forensic search of SW moved to markets,

media, solar industry

Cost of dispute moved effectively through solar-state

media markets so governors

communicate (111d) concerns to

White House, Senators


Coalition Managemen

tDigital

Media

Our approachPublic Relations

Coalition Managemen

tDigital

Media

• Get CASE member input through plan refresh

• One-stop for coalition, calls, updates; dashboard tracking of agreed-upon metrics

• Dedicated effort to ID, engage employees and supply chain voices within CASE

• ID, engage pro-solar ally that raises inconvenient questions for SW


Coalition Managemen

tDigital

Media


Coalition Managemen

tDigital

Media

• Digital media effort to bolster engagement of pundits, market analysts and select policymakers

• Produce stream of on-message content to tell employees’ stories, costs of SW’s actions

• Boost CASE’s online search returns a highly targeted combination of paid and earned media

Tigercomm Planning Methodology

Campaign DevelopmentMessage Audience OutcomeMedia

ChannelsMessenge

rs

Strengthened incentive to WH, SW to settle via bilateral or party-to-party

talks


ChannelsMessenge

rs

Senior officials at WH, Dept of Commerce, SW CEO and major

shareholders


ChannelsMessenge

rs

• Ego of German CEO risks growth of entire US Solar Industry

• 140K solar jobs at risk • Dispute driven prices up already • Americans want affordable solar • States need growing solar to

meet 111d


ChannelsMessenge

rs

• National business media pro-free trade columnists

• Business media reporters focused on tax and trade – BNA, WSJ, Bloomsberg

• Analysts who track industry and SW


ChannelsMessenge

rs

• Editorial writers, columnists in states with: native solar industry, Dem Govs, White House import 111d challenges – including Oregon

• Conservative media prone to WH criticism

• Solar, renewable industry trade publications – first rung for story generation


ChannelsMessenge

rs

• Jigar Shah • Compelling employees from

CASE member companies • Select supply chain small

business owners • Allied watchdog organization

Campaign Components & Tactics Breakout

Drive strengthened campaign narrative

Deliverables - PR

• Refine SWOT, conduct additional preparatory research • 3-hour campaign planning/refresh session with cross-

section of CASE• Results: updated core, 15-second message: jobs at stake,

cost increase, SW CEO • Update CASE website, materials to reflect refreshed

messaging • Write plan (>10 pages) to drive narrative to target

audience, push for settlement

Investor-level search of SW moved to markets, media, solar industry

Deliverables - PR

• ID analysts tracking SW• Compile, organize all financial industry comments on SW to date• Investor relations specialist oversees deep primary research into

SolarWorld’s finances, business operations, executive team performance• Map connection routes to 20 influential analysts who track or could

comment on SW• Identify up to 10 discrete research pieces to move analysts RE bankruptcy,

soundness of business plan, etc. • Move research as part of plan (see prior section)

Dispute costs moved to governors to boost pressure for settlement

Deliverables - PR

• Organize, schedule, drive 1 in-person briefing tour program for CASE members with editorial writers, columnists, business editors

• AZ, NM NV CA, CO MN, MI, NJ, OR FL • Meeting targets including 1-2 people on Governor’s staff, Senators’ state

directors• Op-ed program with goal of one placement in five of top 10 outlets in each

state• “Solar Jobs Through Free Trade” ICYMI series frequent distribution to in-

state actors of stories, developments with brief explanation of local import

1-shop stop for coalition communications

Coalition Management

• Draw from years of service to over a dozen coalitions• Create, update dashboard tracking of agreed-upon KPIs• Scheduling calls, agenda setting and follow-through

Dedicated effort to engage employees, supply chain voices


• Account team includes experienced organizer (subcontractor) to identify, engage CASE member company employees, supply chain owners

• Conduct initial audit of social media presence for up to XX member companies to get better sense of baseline activity and potential employee profiles, develop more informed ask to each and use for future engagement of them online

• Where feasible, work with CASE executive committee to provide instruction for warmer transfer

• Apply the nudge theory (create a group of 3-4 active/somewhat active, credible members below executive CMTE to encourage others to get involved

• Utilized for content generation (video testimonials, bylined pieces, blog posts), occasional opinion leader visits

Coalition ManagementDedicated effort to engage employees, supply chain voices

ID, engage pro-solar ally that raises invonvenient questions of SW


• ID, engage watchdog group to engage SW directly through reasonable but inconvenient questions

• Lobbying, finances, executive behavior, sincerity of interest in solving problem

• Echo on social media• Gather resulting coverage , provide to financial analysts, Governors,

Administration officials

Highly targeted digital plan

Digital

• Goal: Drive expanded awareness, sense of urgency among Governors, White House, Senate Finance Committee members from solar states

• Establish baseline goals and KPI’s• Primary focus on Twitter, LinkedIn, YouTube, Facebook (in that order)• Develop a content strategy to push constant, on-message stream of

content, message

Highly targeted digital plan

Digital

• Digital organizing within CASE – engaging social media channels of CASE members to echo, amplify use of content and to drive search returns

• Improve CASE website through search engine and user experience optimization

• Limited paid online ads for additional targeting effectiveness

Strengthened social

Digital

• To gain more likes/followers:• Use social listening to identify influencers in the space; interact with them,

on owned and unowned social channels to drive awareness and CADR’s message among targeted audience segments

• Also use social listening to capture broader conversations around free and fair trade and SW’s business operations/finances

Improve website presence

Digital

• Update and reformat website for better content organization to serve smart phones, tablets

• Refresh to give it more contemporary look• Convert “In the News” CASE interior page to feature blog for greater

content flexibility and choices

Improve website presence

Digital

• Improve the “take action” page and “become a case member” form on the site to drive awareness

• Tie social sharing into the website – make it easier for visitors to share CASE’s message

Constant stream of on-message content

Digital

• Monthly editorial calendar, Target rate of 8 – 10 pieces of visual and written content/month

• Organized by theme, categories, keyword• Focus on employee stories, costs of dispute• “Free trade jobs” to identify up to 10 member companies and supply chain

voices• Inventory existing assets and needs• All content search optimized, including geo-modifiers for specific states

Boost SEO

Digital

• Eliminate use of PDF releases• Appropriate use of links in news releases, social media, ICYMI updates to

boost SEO• Create a two-way channel from the site to social channels• Identify key phrases that generate a high search volume but are low

hanging fruit for ranking• Build out “In the News” section with a different page for each post/article –

gives more pages an opportunity to rank• Strategically tie key phrases into the on-page content and meta tags to

assist search engine rankings

Paid Advertising

Digital

• Consider keyword research around key terms, craft a set of blogs around key issues/terms and craft paid Google advertisements that direct to those blog posts/ or advocacy forms

• Bigger $ options are considerations of buying space on sites on sites like Politico

• Produce in-state ads to show but not necessarily run, main motivation NOT to attack but to show what story could become – in state communications effort make the point that more Oregonians have jobs because of CASE than do because of SolarWorld

Timeline

September

• Planning and message development session/plan writing• Setting up/assuming responsibility of coalition mangement systems• Digital Plan development, review and execuition commencement• SEO audit/recommendations• Conduct corporate forensics (2-4 weeks)• ID pro-solar ally

October

• Complete and pitch corporate forensics report• Identify up to 10 discrete research pieces to move to analysts RE:

bankruptcy soundness of business plan; solar ally move first three corporate forensics report results

• Purchase round of paid advertising on solar and RE websites designed to strengthen coalition support

• Enact SEO recommendations• Begin developing coalition advocates for use in later activities• Begin op-ed program

November

• Develop coalition videos, LTE campaign in targeted states

• Move second three corporate forensics research pieces• Invite media to in-state lobbying days• Continue submitting op-eds

December

• Media tour/stand-up event with Oregan solar workers who oppose SolarWorld (done ahead of commerce decision)

• Move third three corporate forensics research pieces• Continue submitting op-eds• Prepare messaging to respond to commerce decision• Rapid response on commerce decision• December 16, 2014 – Commerce is scheduled to announce its final decision

January

• Move final forensics research piece ahead of final decision

• Prepare messaging to respond to ITC decision• Rapid response to ITC decision• Jan, 2015 – US ITC to issue final decision

Accountability & Costs

PR + Coalition Management

• Staff costs for PR/coalition management deliverables detailed in this proposal - $42K/month ($190K over total contract)

• Corporatw forensics research (brief case) - $7,500 - $10,000 (price variance depends on XXXXX)

• Watchdog group staff costs - %K/month?• Contractor for running CASE employee/supply chain speaker bureau - ?

Digital Campaign

• Staff costs for digital deliverables detailed in this proposal• Plan development - $10K• Ongoing consulting/support - $10 - $20-K/month• Content denerations (graphics, video, other visual content) = $100K• Paid advertising costs = $100 - $200

Travel Budget

• If needed we can help you identify and hire a government relations specialists (among our stable of partners and subcontractors) to assist with White House lobbying

• Use of online project management tools (Basecamp, Evernote)• Weekly activities summaries• Blended rate for special projects/beyond scope - $225/hr• Invoices issued at end of project (3—day payment turnaround)• Pre-approval on travel/expenses over $100, billed at cost

Why Us?

About Us • About TGC• Team• Don Carr, project manager, (deliverables/budget), wiriting, pitching• Mike Casey, strategic counsel, plan development• Mark Sokolove, strategic counsel, some high level pitching, and plan

development• Nat Schub, research, writing, digital support and written content

generation, rapid response support• Ben Delman, strategic support, high level pitching• Speakers’ bureau/Case member organizer• Bob Ferri, investor relations consultant/corporate forensics• XXXX, r2i or Visceral, SEO and web design specialist(s)• Need to figure out who would run Gove breifing program• Deploy other TGC employees and contractors as needed, beneficial or cost-

effective for CASE. This includes our deep stable of graphic design and video editors

Why Us? • About TGC• Team• Don Carr, project manager, (deliverables/budget), wiriting, pitching• Mike Casey, strategic counsel, plan development• Mark Sokolove, strategic counsel, some high level pitching, and plan

development• Nat Schub, research, writing, digital support and written content

generation, rapid response support• Ben Delman, strategic support, high level pitching• Speakers’ bureau/Case member organizer• Bob Ferri, investor relations consultant/corporate forensics• XXXX, r2i or Visceral, SEO and web design specialist(s)• Need to figure out who would run Gove breifing program• Deploy other TGC employees and contractors as needed, beneficial or cost-

effective for CASE. This includes our deep stable of graphic design and video editors

Case Studies

Energy Foundation

Working with coalition to achieve policy successes (include digital elements – NC and basketball infographics

Energy Foundation

A Renewable America

Working with coalition to generate attentionWorking with supply chain companies – recruitment/activation success

NextGen Climate Action

Raising questions about corporate action

E On Supply Chain Event

Raising questions about corporate action

Success Story: Vivint Solar

• Challenge: Vivint Solar’s relatively light online footprint hampered its position as America’s #2 residential installer

• Solution: Developed a regular stream of engaging content that appealed to customers over a wide range of social media platforms and helped validate the company’s brand

Validating Vivint Solar’s Brand Online

Vivint Solar

20% follower increase from April 20th to August 13th

Vivint Solar

#2 in market share

but #5 in digital#5 #4 #3

#2 #1

Visceral and/or R2i

Case study on SEO audit/strategy or social media plan development/analytics

Bob Ferry Case Study

Case study on SEO audit/strategy or social media plan development/analytics

References

Csteve Trenholn/E.OnSomone from EF orbitNRDC? Or Kady at Vivint Solar to be reference for digital

Documents

Case presentation819 mg