- Clark Staves presents a strategic marketing plan to help promote the geothermal energy industry. - He identifies challenges such as demonstrating scalability to investors and promoting understanding of geothermal among the general public. - The plan proposes identifying common themes around continuous, sustainable energy and developing a creative campaign around these themes using various media. - Example concepts include educational materials, visitor centers, and leveraging industry events to help increase visibility and understanding of geothermal energy.

1. Originally presented to:The Geothermal Energy Association, Wash., D.C.Strategic Marketing Plan for the Geothermal IndustryPart 1: Creative Exploration, Wall St. focus January 24, 2010 v1.0 Early Observations

2. How I can help the GEA Help build a strategic marketing plan, using marketing techniques for enterprise-scale technology Develop an Industry Creative Brief to guide agencies working on campaign components As I develop campaigns for Geothermal companies, seek to integrate them with GEA visibility programs Assist with GEA projects where my talent can make an impact Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

3. My Background Twenty years of advertising and creative management experience marketing technology companies Talented creative director with practical experience building multimedia campaigns and organizing agencies Accomplished brand identity designer and technical illustrator, with the ability to write compelling copy Three year self-education and research into geothermal and related industries Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

4. Building An Effective Marketing Campaign Identify key Geothermal industry challenges Identify interest intersections Develop common themes to reach target audiences Brainstorm executions and verify effectiveness Extend visibility through partner efforts Coordinate creative briefs to realize synergies among agencies Execute creative development and share assets Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

5. Geothermal Industry Challenges Bring in Wall Street investment to scale geothermal energy production quickly Bring in VC investment to foster company creation in the sector and drive innovation Maintain tax credits and incentives for Geothermal development Create demand for Geothermal solutions among wider population Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

6. Wall Street Challenges The Geothermal market is small and fragmented Must demonstrate reliable scalability Too hard to understand for a small market Relies on government subsidies subject to change Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants Difficult to weigh risks, given novel business models Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

7. Venture Capital Challenges The challenges are similar Must demonstrate reliable scalability Relies on government subsidies subject to change Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants Some challenges for Wall Street become attractive investments for VCs: Difficult to weigh risks, given novel business models The Geothermal market is small and fragmented Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

8. Government Challenges Investment challenges are reframed within government, but are quite similar: Support and subsidies for unsustainable business models is fading Must demonstrate why geothermal is economically superior to coal, or, or gas-fired electric plants Long lead time for major projects provides little short-term stimulus for the economy Must demonstrate how Geothermal development can help revitalize America’s economy with safe, reliable energy Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

9. General Public Challenges With little industry visibility, Geothermal’s appeal as a sustainable asset is not understood: Is it safe? Is it ugly? Is it sustainable? How is it different than other green energy sources? Rocks are boring, why should we care about Geothermal? I live in the Midwest—what’s in it for me? Where are the JOBS? Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

10. Where Interests Intersect—Dialog Begins Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

11. We Discover Common Concerns Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

12. Which Can Become Communication Themes Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

13. Profitable Business Themes Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. Continuous, sustainable energy Competitive with new fossil-based plants without the need for fuel Scalable energy technology throughout the west with nationwide applications today in co-generation Proven technology, with room for innovation in the secondary heat market for agriculture, industrial processing, and other direct heat uses Jobs that won’t go away in the heartland of America

14. Sustainable Economy Themes Competitive, continuous, sustainable energy for a stable America A renewable domestic resources that can compete on its own with fossil-based energy sources Incentives, not subsides will drive rapid expansion Room for innovation and sustainable economic growth Geothermal: Earth’s Power Plant Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

15. Rural Development Themes Heat, farmed from the earth, brings energy-intensive jobs to America’s heartland Not just electricity, but the heat to drive agriculture and industrial development in Western rural areas An energy source so benign, you can swim in it The centerpiece of rural development—sustainable energy farmed from the earth Fuel-less sustainable energy, competitive with coal* Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. *Needs to be verified/qualified

16. Common Themes—The Intersection of Interests Continuous, sustainable energy—competitive with today’s energy sources Proven technology with room to grow Re-energize rural America with locally generated power and sustainable jobs in the heat-energy industry Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

17. Creative Brainstorming around Themes Look for scalable messages that can be used in a variety of media and by many GEA companies Create rough concepts for validation in key sectors Measure response in target market Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

18. :20 sec Broadcast Ad Targeted at Wall Street Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

19. Adaptation for Print—Investor Demographic Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved. Profitable Business Forbes The Economist Fortune Rural Development Harper’s New Yorker Southwest Art Sustainable Economy Conde Nast Traveler Sailing, Golf Digest Scientific American

20. Using Themes with Target Markets Push creative concepts across a variety of mediums and market sectors to drive visibility Create opportunities for Geothermal companies to participate and tell their stories Industry creative brief to GEA member’s creative teams Leverage GEA activities to drive synergy Use guerilla as well as conventional media campaigns to drive visibility Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

21. Guerilla Marketing Using Industry Assets Reconfigure GEA website to align with themes and target markets Links by sector (industry, investors, govt./general public) Campaign landing pages with links to details Spectacles at industry events Visitor centers and signage at key installations Geothermal education packets and models Educational premiums and promo items Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

22. Spectacles at Industry Events Geothermal “Cook Off” at GEA Conference Three companies compete with small-scale power plants using a common steam source. Most power generated wins. Create a Geothermal Coffeemaker for GEA finance conferences Adapt coffee siphon to demo geothermal principals Encourage WORKING models at industry events Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

23. Visitor Centers at Geothermal Sites in Nevada Reno, NV Steamboat area would be an excellent site for business and public visits with high visibility on Highway 395 Color code piping and place signage at remote sites Burma Shave style signs provide a bit of interest on a lonely drive Color coding of system and explanation signs to educate Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

24. Education Packets and Model Loans Create lesson plans for classrooms and lending library of models Lesson plans Binary and Kalina cycle models, etc. Industry events/visitor center reuse Lets children teach their parents Create the next class of Geothermalists Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

25. Educational Events, Premiums and Promos Geo Tours—Geotours to Iceland and domestic recreation areas with geothermal resource development Executive toys that educate Hand boiler Heated coffee mugs, personal espresso machines Annuals, calendars, art books featuring geothermal communities distributed to government and investment sector Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

26. Partnering with Others to Extend Visibility Geothermal Businesses Aligned Industries Economic Development Groups Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

27. Verify and Enhance Early Findings Mine marketing databases for interview candidates in each market sector (community, investment, geothermal) GEA event feedback, surveys, industry trends Trends in aligned industries (Geo-Heat, Co-Generation, Industrial, Agriculture) Target market surveys and trends Review competitive campaigns for solar, wind, and clean coal Verify accuracy and impact of brainstorming themes with sector “sages” Council of marketing experts pulled from PR, GEA, and sales/marketing directors in the industry Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.

28. Next Steps Create a geothermal industry creative brief Explore marketing relationships with Geo-Heat, Solar-Thermal, Co-Generation Begin identity campaign in conjunction with material development Build publication-quality marketing material database as agencies are engaged Geothermal Marketing Plan v1.0 ©2010 Clark F. Staves Jr. All rights reserved.