Mailers from an elected official or trusted community leaders and organizations can be an effective technique for reaching the largest number of residents in designated neighborhoods and inspiring confidence in the campaign. However, this approach can also be the most expensive and difficult to obtain approval for. Thus, cities and CBOs should work with their communications departments to determine the logistical and financial feasibility of this approach, or discuss combining related efforts (e.g. new community solar programs) to promote multiple offerings in a single mailer.

There are various opportunities to leverage email outreach, including (1) emails from the campaign team to participants who sign up to keep informed about the campaign, (2) emails from partner organizations to their networks to raise awareness about the campaign or an event, and (3) emails from campaign participants to their personal and professional contacts. Although partner organization email blasts are essential during a campaign launch, direct emails from campaign participants to their networks are also very effective once a critical mass is formed. For automated emails from the campaign, a team should consider using email marketing platforms such as Mailchimp or Constant Contact and follow regulatory requirements for outreach and engagement (e.g., include opt-out options).

Successful campaigns have often leveraged the wide, and usually more trusted, reach of hyper-local media (e.g., neighborhood newspapers). There are three important ways campaigns can prepare to engage with local media outlets. First, the team should determine media-worthy events or milestones (e.g., campaign kickoff, educational events, final week of the campaign, wrap up case studies, etc.). Second, the core team’s communications lead should identify relevant media outlets and reporters (e.g., local papers, community newsletters, radio stations, cable news, etc.) to contact prior to the milestones. Third, the team should draft corresponding key messaging documents, press releases, and media advisories for these events and milestones so that these are ready when needed.

Social media can be a cost-effective marketing tool for Solarize campaigns. The core team should develop a social media kit for partners prior to launch that contains useful information about the campaign, suggested language to use on social media, and other materials you want them to share (such as graphics, links to flyers, etc.). Then, the team should identify and reach out to the identified campaign messengers to request that they leverage their networks and amplify the message. If the campaign has a small budget for outreach and one of the key stakeholder organizations has an established social channel, paid social media optimizing for specific geographies and personal interests can also be a great tool for amplifying your message.

If the core team identified priority neighborhoods, it can be helpful to recruit volunteers to canvass those neighborhoods. This can include door-to-door canvassing with doorknob hangers, bulletin board canvassing with flyers, or hanging signs in the most visible parts of the community. The core team should work with the city’s leadership or planning/zoning department to obtain any necessary approval to canvas residential and public properties. Members of the core team who live in priority neighborhoods and public agencies can also utilize Nextdoor to jump-start these conversations.

Volunteers can sign up to host information tables at community events or in high-traffic areas to discuss the campaign and hand out flyers. The core team should work with their partner frontline CBOs to identify events important to their members. Some examples include grocery stores, barber shops, houses of worship, farmers markets, coffee shops, or wherever local residents congregate. Be mindful that some events and locations may require you to coordinate with event planners, obtain permission from property owners, or apply for permits.

Campaign-specific events are essential to help residents feel comfortable in joining the group, learning about solar, and signing up. Event locations, logistics, and timing should be carefully considered to allow for participation from marginalized residents. See more information in Step 6: Manage the Campaign.

Solar tours can help homeowners understand the process to go solar, build excitement, and–most importantly–offer opportunities for peer-to-peer discussions. A solar tour is where a resident with an installed solar PV system offers potential campaign participants the opportunity to visit their home, see their installed system (potentially including electric bills to show cost savings), and hear first-hand the benefits of going solar.