The Challenge
Communities across the county, especially in the Midwest, are struggling to create and update renewable energy ordinances. Local opposition recognized the opportunity to institute moratoriums in the name of studying the issue and ultimately enact restrictive ordinances that all but ban development. Decision makers do not understand the issues and lack the resources and time to gain the knowledge they need. Development representatives don’t have the bandwidth or trust to engage on every ordinance process.
Strategy
Hawthorn was tasked by a large renewable energy developer to build a multi-state policy institute. The institute, with local experts, would deliver actionable change in local renewable energy ordinances. Additionally, the staff and leadership provided early learning outreach to local decision-makers, intel for our client, and a thought leadership program for local decision makers.
Tactics
Using Hawthorn’s nationwide INTERCEPT network, we recruited three national figures (former Governors, senators and cabinet secretaries) and local on the ground experts (economic development officials, former elected officials, zoning staff, etc.) in six states to cover over 80 counties. The organization provided local officials with policy support, a robust website with guidelines and best practices, education at state and national conferences, and highly targeted GrassTop marketing to local decions makers and their influencers.
Results
Over 3 years, across six states, the organization engaged in over 60 local policy processes, resulting in over half of the completed outcomes in a better ordinance than had we not engaged. The organization also created a targeted database of key local decision makers in each state, including local elected officials, EDC staff and county administrative staff which we utilized for direct mail and digital marketing. Through our thought-leadership program utilizing organization national leadership, we created multiple videos, op-eds and policy reports for decision maker education.
