CHALLENGE

The U.S. Department of Energy Solar Decathlon is a biennial competition that challenges collegiate teams to design, build and operate solar-powered houses that are affordable, energy efficient and attractive.  DOE engaged Stratacomm to tell the story of the innovative student teams and help educate Americans about cost-effective ways homeowners can use clean energy for both Solar Decathlon 2009 and 2011.  Building on success from the 2009 event, out team developed and executed a robust plan resulting in a strategic blend of media outreach, digital and social media tactics that produced widespread media coverage, +300% growth in the competition’s social media following, increased website traffic and over 350,000 house tours during the ten-day competition.

STRATEGIC APPROACH

As the nation searched for cost-saving options, job opportunities and energy security solutions, Stratacomm helped DOE emphasize the affordability, accessibility and impact of clean energy products. Our plan was to:

• Tell the Solar Decathlon story through the students: feature the student teams and their personalities, hard work and accomplishments through media interviews, videos, photos and social media interactions
• Help followers visualize the story: provide media and fans a picture of the people, houses and technologies
• Position energy efficiency as an economic issue: clean energy products will save consumers money
• Emphasize a variety of clean energy solutions for the home in addition to the benefits of solar: efficient materials, windows, appliances, lighting, heating, cooling and plumbing systems are available now, and are not just cutting edge
• Highlight how Solar Decathlon is preparing a new generation of clean energy innovators and workers in America: nearly 20,000 college students have participated in Solar Decathlon, receiving exceptional training to help them succeed as young professionals in the clean energy job sector

TACTICS

Throughout 2011, Stratacomm deployed a strategic blend of media outreach, digital and social media tactics to build buzz around the Solar Decathlon. Keys to success included:

• Empowering students to serve as spokespeople – DOE and Stratacomm hosted an in-person media and social media training workshop, met one-on-one with each team to answer questions, and developed a suite of reference materials for student use.
• Planning social media content and promoting online assets – To increase the volume of conversation and propel the Solar Decathlon Facebook, Twitter, YouTube and Flickr accounts and Team Blog, we mapped out over 1,000 pre-planned posts in three month increments. Supplementary content featured current news in real-time posts.
• Using new digital tactics and expanding communication platforms – Quick response (QR) codes and Foursquare check-ins were introduced throughout the Solar Village, and two TweetChats and a live blogger and media webcast allowed online audiences who could not attend in person direct access to students and DOE representatives.
• Offering exclusive press events – Media Preview Day included a guided walking tour of the Solar Village, advance access to houses and student interviews.
• Creating a robust online press room and media guide – A comprehensive media kit outlined logistical information, tips for maximizing coverage, and a variety of energy efficient technology highlights.
• Deploying effective visuals – We worked with an event photographer to post and caption daily photos to Flickr, Facebook, newswires and SolarDecathlon.gov, and an architectural photographer to create an online gallery of homes. Student teams produced video and computer-animated walkthroughs of their houses, and our video crew created an overview video and online virtual tours of each house, all featured on YouTube and SolarDecathlon.gov.

RESULTS

The Department of Energy Solar Decathlon communication campaign met or exceeded all objectives, including:

Extensive media coverage

• More than 600 million media impressions by conservative calculations
• 2,200-plus total media stories on Solar Decathlon 2011
• Over 250 newspaper articles, including multiple stories in the Washington Post (17), USA Today (4), New York Times (2) and Los Angeles Times (6)
• More than 1,200 online articles
• 500 television stories worldwide and at least 89 radio interviews featuring spokespeople from all teams and DOE

Social media audience growth and engagement on digital platforms

• Facebook fans increased by 289%
• Twitter following increased by 588% and more than 3,500 uses of the custom-created #SD2011 hashtag
• Over 490,000 video views on Solar Decathlon’s YouTube channel
• Nearly tripled photo views on Flickr to over 500,000
• Approx. 900 check-ins on Foursquare

Drive foot traffic to the event

• Over 350,000 house visits from the public, up from 307,000 visits in 2009, despite a new location and poor weather
• Increase partially attributed to local media, with 25% of all coverage occurring in the DC area and ~300 onsite reporters