Launch the Campaign

PROCUREMENT GUIDANCE MENU

Solarize

The launch is one of the most important campaign moments to build excitement and momentum. The core team may want to consider whether to have a “soft launch” ahead of the “hard launch” day, where a few already interested residents — perhaps identified through partner organizations — are invited to sign up ahead of the official launch date. This can be psychologically beneficial to indicate momentum on the launch date and prevent interested residents from hesitating to be one of the first to sign up.

Successful campaign launches typically revolve around an in-person or virtual event for residents to learn about the campaign and to generate earned media. Planning the launch event typically includes the following tasks:

Set a date and venue:

The launch event should take place two to three weeks after the campaign’s promotion begins so that residents have enough time to plan to attend. In-person events should take place at a public venue that is accessible, inviting, and recognizable, such as a community center, with adequate seating capacity for at least 100 attendees and located within or near prioritized neighborhoods. Consider coordinating with local businesses for music, food, and beverages. If the event will be virtual, be sure to integrate opportunities for personal interactions and engagement with solar ambassadors in smaller breakout groups using a platform like Zoom.
Secure speakers:

Coordinating with trusted campaign partners as speakers, especially those that are engaging and well-known, can generate excitement from residents and media. The involvement of local leaders, such as a mayor or council member, can add significant credibility.
Coordinate communications and outreach:

Leverage multiple communication methods, including social media, email templates for partners and personal networks, physical event flyers, and listings in local papers, community boards, and online event websites like Eventbrite. Send the campaign launch event press release to local reporters at least one week before the event.
Manage campaign enrollment:

The core team should make it easy for attendees to sign up as campaign participants during the event. For in-person events, it is helpful to have laptops or tablets that attendees can use to access an online campaign enrollment form. For virtual events, consider posting the sign-up form URL in the chat throughout the event and hosting extra time after the event ends for participants to ask questions as they fill out their enrollment form.
Finalize the agenda and presented content:

Most launch events follow a similar flow, including a welcome from a community leader or elected official, an overview of the campaign from the project manager, an introduction to the installer and (optionally) financial partner, and an opportunity for attendees to interact with each other and the solar ambassadors. The table below can serve as a helpful guide for developing an agenda.

Time

Topic

Speaker

Details

5 minutes

Topic

Welcome

Speaker

Elected Official/ Community Leader

Details

Starting with enthusiastic support from community or local government leaders helps to build legitimacy for the campaign. Officials that the community trusts and who have installed solar on their own homes can be the most impactful.

15 minutes

Topic

Campaign Overview

Speaker

Solarize Project Manager

Details

This overview should include an explanation of the Solarize model, campaign selling points, installer selection process, campaign timeline, and the sign-up process. RMI’s forthcoming Inclusive Solarize Campaign Launch Event Presentation Template can be helpful when developing the slides.

10 minutes

Topic

Meet the Providers

Speaker

Solar Installer(s) and (optionally) Financial Institution

Details

The chosen installer(s) can attend the campaign kickoff meeting to provide technical information about solar PV, their experience, and their offerings, while also working to build trust and relationships with homeowners. The organization offering solar financing, whether the installer or a separate institution, should explain the anticipated upfront costs, discounts and incentives, and savings over time.

25 minutes

Topic

Peer-to-Peer Discussions

Speaker

CBO and Solar Ambassador Discussions

Details

Trusted community partners can start this session by expressing their support for the campaign and speaking to which community priorities Solarize can and cannot address. Solar ambassadors can leverage storytelling here, as personal accounts of the benefits of solar can be powerful motivators. Ensure this is time set aside for peer-to-peer interactions regardless of whether it is in-person or virtual. If the event is virtual, consider creating small breakout rooms placing residents with at least one solar ambassador or community partner.

5 minutes

Topic

Closing

Speaker

Solarize Project Manager

Details

A Solarize campaign manager should wrap up an event with a very short thank you, a reminder about how to sign up for the campaign, and other important deadlines.

Suggested Next Steps:

Finalize a launch event location, time, sign-up process, agenda, presentation, and speakers. Consider using as RMI’s forthcoming Inclusive Solarize Campaign Launch Event Presentation Template when creating the presentation.

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