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Our final document represents the first comprehensive strategic plan that covers communications and outreach activities within the Solar Program. As an initial step in our planning, we took an introspective look at our own performance. We then focused on eight audiences that we consider critical at this time. An external audit of these target audiences involved evaluating their needs, values, and attitudes toward solar energy. This information served as a starting point in establishing our communication objectives and strategies for each audience. Specifically, for each audience, we developed “positioning objectives,” consisting of messages (what we want to say); the rationale for each message (why we want to say it); associated strategies (how, when, and where we are going to convey the messages); and the intended goals (what we expect our efforts to accomplish). These objectives were used to develop broad strategies and tactics that ultimately led to proposed communications projects within the implementation portion of the plan. We focused on the following target audiences: 1) building industry, 2) consumers, 3) federal government, 4) solar industry and industry research partners, 5) state and local governments, 6) students—kindergarten through university— and educators, 7) university research partners, and 8) utilities and energy service providers. Through our analysis, we tabulated preliminary answers for each audience to questions in six categories: audience make-up, decision-making process and influence, audience values, audience needs, audience attitudes, and internal audit. Based on each audience’s values, needs, and attitudes, we crafted communications objectives and identified tactics, which are specific activities and projects that support the objectives and strategies we outlined for each audience. The tactics reinforce at least one of the objectives listed. We will further develop these tactics with our clients’ input and support, to ensure that the proposed projects align with their needs. Metrics will be sought to gain some measure of return on investment, as well as directional changes in attitudes and behaviors toward solar technologies. 3. Results and Accomplishments • Received awards from the Society for Technical Communication, National Association of Government Communicators, and International Association of Business Communicators (for Bell Cell Anniversary suite of products, Homeland Security sheets, and other pieces). • Completed first main phase of comprehensive Solar Program Communications Plan (03/04). • Evaluated existing communication products through a gap analysis and needs assessment process; results of this analysis will be used on an ongoing basis to develop new solar communications products (09/04). • Developed exhibits, key messaging, and staffed booths at various solar-related conferences: ASES, SEPA, PVSC, International Builders’ Show, SPIE, U.S. Green Building Council, WREC. • Went live with new Solar Program Website, www.eere.energy.gov/solar (02/04). • Completed final version of Solar Program’s first MYTP (01/04). • Helped develop and produce Our Solar Power Future, the PV industry roadmap (09/04). • Published Solar Program Overview—FYs 2002 & 2003 (06/04). • Developed (in collaboration with IEEE) and exhibited the “50th Anniversary of the Bell Lab’s Solar Battery” exhibit and historic artifacts in Japan, France, and various U.S. locations (FY 2004). • Coordinated the kickoff of the 2nd Solar Decathlon and team selection. • Went live with 2005 Solar Decathlon Website and produced new Decathlon brochure (05/04). 4. Planned FY 2005 Activities • Complete Proceedings CD-ROM for the 2004 Solar Program Review Meeting, which will include PDFs of 2-page papers for all subtask activities (01/05). • Complete the Solar Program Annual Report, FY 2004, which will include extended papers for all subtask activities, plus summaries on major task areas (01/05).PDF Image | FY 2004 ANNUAL REPORT DOE Solar
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