1. Advocacy Campaign Clinic
Bringing citizens, elected officials, and business groups on the 100% RE road trip

2. Community or Issue Mapping
A process of gathering important and relevant information about a particular community. This information will help you get started in developing a comprehensive engagement or outreach plan. It will help you determine who you have relationships with and who you may need to build them with as you initiate an inclusive city-wide planning for a transition to 100% renewable energy.
**Rate increasing toward renewable energy as 8+ on 1-10 scale of priority but not combating climate change

3. Why Do Community Mapping?
To identify partnerships and stakeholders
To be strategic and inclusive when launching new initiatives
To identify resources, knowledge and community assets that can contribute to your goals
To map key contacts and networks
To connect your initiative with the interest and needs of the community
To identify key groups that can help shape your plan or spread the message
To identify core constituents, allies and potential opposition
Analysis by the Sierra Club’s Beyond Coal campaign, supported by Bloomberg Philanthropies, shows that U.S. coal retirements and new clean energy through 2025 will reduce U.S. carbon dioxide emissions by at least 437 million metric tons.
This is equivalent to 60% of the gap between the U.S. pledge under the Paris Agreement and the economy-wide emissions in 2025 projected by the U.S. government in its 2016 biennial submission to the UN Framework Convention on Climate Change.
Additional actions already underway by leading U.S. cities, states and businesses, will close the rest of the gap.
According to C40 analysis, actions taking place in the 12 C40 cities alone can deliver up to 131 million metric tons of CO2 savings by 2025.

4. A successful community mapping process
Defines a community – not always defined by geography
Involves research, both qualitative and quantitative
Is initially done within a specific time frame – knowing that maps are fluid and the process on-going
Is turned into a tool for others to see and use
Is used to develop strategy
Happens in the community
Involves community members

5. Timeline
New map slide
Identify people, leaders, existing relationships, potential relationships
Prioritize outreach efforts
Identify right set of engagement activities
Use input – adjust strategy and goals
Maintain and develop relationships

6. QUESTIONS?

7. Community Mapping Exercise
Table introductions (5 minutes):
Name, affiliation/community
One characteristic that really defines your community
Use community mapping worksheet at table to map your community (15 minutes)
Share with the person next to you (5 min each)

8. Sample Categories Elected Officials Businesses
Churches/Faith Organizations
Youth Groups/Colleges
Workers/Labor Unions
Non-profits/Community Groups
Neighborhood Associations
Parks and Recreations/National Parks and Public Lands

9. Values-based Messaging
Why develop strategic communications?
Your message is an extension of your vision
To reach new audiences, build awareness, or make an issue relevant to key stakeholders
To shine a light a problem or challenge facing the community
To build personal conviction that inspires people to change behaviors or take actions that lead to collective change
To enlist people to help or support you

10. Values-based Messaging
A message is a clear, compelling short narrative that connects a person’s existing values to an issue.
Give your audience a reason to care about your issue by appealing to their values and addressing their concerns
Describes a threat and suggests who is responsible for the problem
Provides a solution and describes what specific action will help solve the problem
A message contains the core argument and rationale of a campaign, and frames the language and tone for overall communications

11. Values-based Messaging
Key questions
What resonates?
How many people do we really reach?
Does our language turn some people off unnecessarily?
Are we using strong moral arguments that appeal to many different audiences?
Who are we trying to reach with our message?
Are we using the right language with each audience?

12. Values-based Messaging Example Health & pollution, followed by cost and legacy
Note: maybe most important slide
Note: among swing, independence joins the top three as important, but not among activation targets

14. Recommended Messages for 100% RE
The primary message is: Health and Pollution
Secondary messages are: Cost and Legacy, as well as Energy Independence for some audiences
Articulate both tangible personal benefits as well as broader societal benefits
In addition to seeing the larger benefits for society and future generations, people need to understand that they and their family will benefit directly, primarily through better health and lower costs
Demonstrate that this goal is feasible by providing evidence that clean and renewable energy is already working.
Use examples of the progress of other cities, states and countries 14

15. Problem Solution Call to Action Benefit
Message Box
Problem
Solution
Call to Action
Benefit

16. Make America Great Again
Trump Campaign
The System is Broken
Drain the Swamp
It’s Rigged
Make America Great Again

17. Obama Campaign ‘08
Hope
Unity
Yes We Can
Change

18. Dirty Energy Makes Us Sick Go 100% Renewable Energy
Ready for 100
Dirty Energy Makes Us Sick
Go 100% Renewable Energy
Help your community move to 100% Renewable Energy
Clean Air & Water, Healthy Communities