2.3.1. Create and Implement a Strategic Communications Plan 1. Prepare a granular work plan covering the entire 5-year program period. HGIA will collaborate with the Communications Contractor on the work plan by providing draft outlines or content of collateral material (toolkits, flyers, presentations, talking points, radio scripts, reports and online advertisements, etc.) and an overview of SFA goals, timeline and programs to form the basis of the plan. The work plan will contain: a. General strategy on promoting the SFA-HI program to target groups and communities, including potential program aspects to focus on, e.g., accessibility, estimated savings, limited-time offering, ease of applying, and more. Promotional strategy will include the dissemination of HGIA’s SFA-HI Toolkits, which provide a step-by-step guide for groups interested in solar to engage with HGIA programs (see 2.3.5). b. Proposed outreach channels and materials for each channel. Channels include relevant TV and radio programming and networks, influencers, social media accounts, online advertising services, newspapers, postering, and geofenced areas for mail campaigns and canvassing. Outreach to also include speaking engagements in relevant conferences/convenings, trade fairs, expos, etc. to share benefits of financing program. Channels will take into consideration partner organizations with marketing resources, including utilities, public agencies, and nonprofits, as well as marketing technologies and software with which the Contractor has existing experience. Dissemination through planned channels (e.g., flyers at trade fairs) may be shared with HGIA as agreed upon during planning. c. Proposed schedule and calendar detailing the frequency and targeted geographics of advertisements and marketing promoted through each channel, as well as the frequency and targeted geographies of in-person events and presentations. While most of the events will be sponsored by other organizations (e.g., Hawaii Energy, Community Based Organizations, etc.), for HGIA sponsored events and convenings, the Contractor will assist with planning, marketing and providing inperson communications support at these events. The Contractor will also assist in promoting events that HGIA is speaking/presenting at. d. Media guidance, as may be required, for HGIA staff to respond to crises and/or relevant current events related to the SFA-HI program. e. Proposed tracking systems for strategic reporting purposes including data collection (number of views, clicks, conversations, conversion of outreach material that leads to applications, etc.) of outreach activities such as surveys (audience awareness of HGIA programs, individual feedback on ongoing marketing materials, best practices for in-person meetings, etc.) and reports created by focus group contractor. f. A visualization of the work plan for presentation and critique at SFA Focus Group sessions. g. Proposed platforms, such as surveys and social media groups for interested participants, to develop and support the collection of ongoing community feedback on SFA-HI program implementation and outreach activities. 2. Coordinate with the SFA Focus Group Contractor to discuss focus group feedback and revise the work plan as needed. 3. Work with HGIA staff to provide an updated plan on an annual basis in light of program feedback and based on tracking systems and actual results. 4. Implement and deploy the strategic plan in collaboration with HGIA and other partners as determined in the plan. a. Track and manage marketing reach data using industry best practices throughout the program period. b. Develop a logistical framework, including program activities, short term outputs, medium term outcomes, and long term goals, for measuring impact of communication activities. Collect and track quantitative indicators as well as success stories to document evidence of impact(s). c. Serve as a central nexus for inquiries about marketing and outreach opportunities between the public and HGIA.
