Promotion & Communication Strategy

Overview & Purpose

A vision is emerging for the New England to become a net exporter of renewable
energy. The New England Community Wind Farm Study is linked to this wave and
will build on the significant take-up of micro-generation and solar farms, with a
goal to be Australia's second community wind farm with four-to-six 2MW turbines ~
enough power for 3-6,000 homes & $25-$30m invested.

Digital story documentation of this historic work is a key tool and resource for
public communication, promotion and knowledge transfer with other interested
communities and stakeholders.

This sophisticated and comprehensive approach to promotion and

communications is one of the “Innovative Edges” of the New England Community
Wind Farm Study that will build on the existing research and evidence base in
Australia, perhaps the world.

Key Messages
Challenge ~ 94% of NSW electricity is from fossil fuel and a traditional centralised
distribution system which are unsustainable and highly risky due to costs and
complexities – rising financial costs, growing public health costs, serious
environmental impacts and inequitable vested interests in fossil fuel industry

Evidence ~ electricity prices are rising dramatically, public health issues from
mining are worsening, mining is threatening agricultural land and water systems,
with semi-public superannuation and public taxes supporting fossil fuels and
keeping the system stuck, exacerbating climate change and peak minerals and a
highly centralised and hierarchical fossil fuel industry gaining the lions share of
economic benefit

Solution ~ clean, community-owned, renewable energy can provide affordable

locally generated electricity, strengthen development of the net-grid as well as
enhance community capital and regional livelihoods and economy

A comprehensive Frequently Asked Questions (FAQs) will be developed on an

ongoing basis throughout the Study, incorporating new opportunities, knowledge
and issues as they emerge. This will be a key tool for both Spokespersons and
Partners.

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Scope of Works
There are broadly two levels to the documentation and communication outputs
from the Feasibility Study.

Study Report & Recommendations

Most importantly there will be a written final report addressing all agreed
outcomes and detailing the work undertaken and other key highlights. This report
will include dialogue maps and photographs to convey a fuller picture of the
richness of views and findings from the Study.

The final report will contain recommendations and protocols which can assist the
development, membership and marketing of similar community co-operatives in
other NSW renewable energy precincts, including findings and recommendations
from the perspective of communications and promotion.

Starfish believes that while this document is a key resource is will largely be used by
an elite and highly engaged audience.

Digital Stories
In recognition that the Feasibility Study also seeks to assist the development,
membership and promotion of similar community co-operatives in other NSW
renewable energy precincts and more widely, Starfish will also deliver a range of
innovative digital stories to package and present information for the wider range
of audiences and stakeholders involved.

It is envisaged that the digital stories will include photographs, video, interviews
and dialogue mappings. This content will be published into:
• A3 summaries for Key/Public Meetings (Research Dialogues) with key points
of discussion, outcomes and photographs;
• Record of Meetings (Consortium, Research Partners, Stakeholders, etc.);
• Web-based 'place stories' including video, photo essays and written
materials;
• A final digital story which presents the entire Feasibility Study (ie aspects of all
major meetings, forums and processes).

The 'final digital story' could also include different interviews collected
toward the end of the Study, capturing reflections on the process, progress
and next steps. Short interviews could be done at the end of each
Key/Public Meeting to get one or two people on their own to speak a bit
more, particularly those who are particularly vocal.

Different modes of communication could also be considered, such as an

Annie Leonard cartoon-style explaining the purpose, process and benefits of

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the Study.

There are multiple purposes and audiences for each of these pieces of content
produced:
• Technical to satisfy funding agreements and for Consortium;
• Engaging for New England stakeholders and community; and,
• Instructional for other communities and users.

For example, landholders in another Precinct Committee area may be especially

interested to watch the digital story of the landholder dialogue. With this entree
they may be engaged to wish to read the written reports and perhaps the Final
Report.

For reference, please see below hyper-links to similar digital stories produced by
Starfish:
• New England Sustainability Strategy Public Forum Documentary
• Sudan to Tamworth Documentary

Strategic Positioning & Uniqueness

The New England is one of six designated NSW Government Renewable Energy
Precincts due to its high level of natural wind resources ~ also identified in the
Northern Inland Regional Development Plan.

This need for 'A New Energy Future' is recognised through the New England
Sustainability Strategy: a multi-stakeholder governance and planning process for
the Region directly involving more than 1,000 stakeholders.

Renewable energy is about more than technology and electricity. It is also about
stronger regional communities and economies. Communities all around the world
are organising themselves to establish smart and distributed energy systems ~
meaning local energy such as wind farms, micro-generation on homes like solar,
sustainable hot water, thermal heating and cooling, plus energy efficiency.

Hepburn Wind is building Australia's first community-owned wind farm. Their two
turbines are expected to be operational in the first half of 2011.
The New England Community Wind Farm Study will lay the foundations for
potentially Australia's second only community-owned wind farm to date.

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Channels
In addition to the traditional channels for communication and promotion, the
Study has the advantage of a substantial network of partners – Consortium,
Research and Community Partners – to contribute to the community and
stakeholder communication and engagement.

Other channels include:

• Media
• Email
• Websites (eg. Starfish, NESS, SLA, RDANI, CMG)
◦ Facebook Group
• Newsletters (eg. Starfish, SLAM, CMG)
• Stakeholder Dialogues & Meetings
• Survey
• Study Tours
• Public Meetings (eg. DECCW Wind Forum)
• Community Events & Stalls (eg. Armidale Markets, Farmers Markets, Autumn
Festival)

A range of other possible interested stakeholders and supporters may also be

interested and willing to convey information regarding the Study such as:
• Agricultural and Landholder Groups
• Local Government
• Catchment Management Authorities
• Livestock Health & Pest Authorities
• Environmental Groups (National Parks Association)
• Service Clubs (Rotary, Lions, Zonta)
• Aboriginal Organisations
• Experts
• Investors

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Materials & Mediums
The following materials and mediums are envisaged, subject to budget constraints,
with some overlap with the above Channels (for example the web is both a
channel and a virtual material or medium):
• Flyer
• Poster
• Presentation
• Pinwheel-Turbine (origami)
• Websites (including Facebook)
• Postcard (pointing to Survey & Website)
• Survey

Consortium & Research Partners

The digital media content will be made available to the stakeholders involved with
each meeting, enabling them to engage their networks, as well as be readily
available for others further afield.

The funding Consortium members are:

• NSW Department of Environment Climate Change & Water and Office of
Fair Trading;
• Community Mutual Group;
• Sustainable Living Armidale; and,
• Starfish Enterprises (including Farming the Sun and the New England
Sustainability Strategy).

The Research & Community Partners currently includes:

• Embark;
• The University of New England;
• Regional Development Australia Northern Inland;
• Armidale & District Chamber of Commerce;
• Environmental Defenders Office;
• High Country Urban Biodiversity Project and Southern New England

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Landcare;
• Wilson & Co. Lawyers; and,
• Jobs Australia

Synergy with New England Sustainability Community

Engagement & Communications Strategy
Message Modes
Primary mode is Engagement/Mobilisation – which seeks to actively engage
individuals and groups and organisations in the advocacy for, support and
promotion of the New England Wind Farm Study and vision.

Key questions:
• Who needs to be mobilised.
• For what purpose?
• What is the call to action?

Message Design
Key Messaging themes, around which all messaging is designed and clustered.
• Governance – an integrated approach bringing together a wide range of
community, business and government partners (for example refer the
Partner Brand Banner above), including shared funding
• Shift to Sustainability – a community wind farm would be a major contributor
• Initiatives (Current and future) – the Study is Phase 1 and if successful Phase 2
could include membership, investment, site identification and wind
monitoring
• Achievements – builds on a wide range of New England Region sustainability
initiatives and success

Communications Objectives
• Engage & Mobilise
• Broaden and deepen consciousness and understanding of our system of
energy ~ generation, efficiency, usage, benefits, impacts, etc
• Improve Practice

Spokespersons
• Starfish Enterprises ~ Adam Blakester, Chair
• Community Mutual Group ~ Harold Rich tbc
• Sustainable Living Armidale ~ Patsy Asch tbc

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Creative Commons & Intellectual Property
Discussions have been held, though to date are inconclusive, about utilising a
mutually agreeable form of Creative Commons license is to both protect the NSW
Government's interests and needs while also making the IP available to the
intended stakeholders and audiences.

The inclusion of the range of innovative communication streams and tools is one of
the reasons why the Creative Commons licensing is such an important IP matter.

So too, there is an apparent tension between all IP vesting in the Department and
the stated purpose in the funding agreement to assist with “the development,
membership and marketing of similar community co-operatives in other NSW
renewable energy precincts”.

Further, Embark have expressed an 'in principle' willingness to support the

development of this legal framework as part of their Partner contribution, building
upon similar work they are already doing to replicate the success of the Hepburn
Wind Farm.

Starfish believes this form of agreement will be much better aligned with the core
purpose of the study, namely to support the development of community wind
energy projects in the New England and wider NSW beyond.

However, at this moment in time this proposal is still under negotiation.

Challenges & Risks

Identifying and considering challenges and risks are a key part of the Study. These
will also need to be identified from the perspective of communications and
promotion.

For example, effectively communicating about wind farms and wind power in a
location where there is none nearby (closest being 6-8 hours drive away) is one of
the obvious challenges and risks for the New England Wind Farm Study.

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Budget
Digital story documentation & reporting for key meetings and every
public forum:
• 7 Key Meetings @ $300 each $2,100
• 6 Forums @ $500 each $3,000
Regular public communication & updates through internet, media &
community networks, newsletters, eLists @ $250 per month (7 months)^ $1,750
Penultimate Report ($500) & Mapping ($500)* $1,000
Final Report^ $500
Final digital story documenting the entire Pre Feasibility Study and
historic work as a key tool and resource for public communication,
marketing and knowledge transfer with other interested communities
and stakeholders $1,500

Sub Total $9,850

Website Contribution (Starfish) $500

Public DECCW Wind Forum $100

Additional (From Miscellaneous Budget) $600

Total Budget $10,450

^ ParadigmPlay (Adam Blakester)

* Working Transformations (Micheal O'Loughlin) & ParadigmPlay (Adam Blakester)

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Wednesday 8 December 2010

Adam Blakester, Patsy Asch & Emily Thomas-Moore
www.starfishenterprises.net

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