How renewables companies can reach landowners and farmers2. © 2013 CCgroup
Farmers and landowners
• There are 248,000 active farms across
the UK
• These farms employ a workforce of over
500,000 farmers in total
• 95 per cent of farmers think renewables
will be crucial to future of UK farming
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Big potential
• Big market
Agricultural land makes up over 70 per
cent of the UK, providing £80 billion of
goods and services to the economy
• Big returns
Farmers with renewables earn £12,000 to
£50,000 p.a. from generating their own
energy
• Big opportunity
For farms to become power generators
BIGPOTENTIAL
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• But despite the vast majority supporting
renewables, far fewer are getting the
information they need
• 42 per cent say they are confused about
their renewable energy options
• This communications gap stands in the
way of businesses capitalising on the
benefits renewable energy offers
The communications gap
42%
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Worst case scenario
• Farmers and landowners continue to
be confused about renewables
• Decide not to invest – or invest
poorly, turning them against the idea
permanently
• Renewables companies fail to make
the most of this lucrative
opportunity
• Farmers and landowners miss out on
reaping the benefits of renewable
energy
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Our research
CCgroup conducted a study find out
what information farmers and
landowners need to make it simpler
to invest in renewables
130 farmers and landowners were
surveyed to find out:
• Messaging - what renewable
energy companies should be saying
• Content - how they should be
saying it
• Delivery - and where to say it so
farmers and landowners listen
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The three types of farmer
Our respondents fell into three groups:
• Converts: Those that have already
invested in renewables, understand the
benefits and are likely to invest again
• Believers: Those that are currently
considering investing but haven’t
decided whether or not they definitely
will
• Latecomers: Those that haven’t
considered investing at all
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Messaging
• Be rational and emotional
Demonstrate financial as well as environmental &
community benefits
• Be challenging
Inject new, challenging ways of thinking about the
role of renewables in farming
• Educate
Explain the technology but also the environmental
& business benefits it provides
• Inspire
Define the bright future that renewables
investment will deliver
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Content
• Show expertise
Provide new and insightful guidance that sets you
apart from the crowd
• Reinforce with proof
Use case studies to demonstrate that what you’re
offering will deliver
• Be clear and simple
Make the financial case for renewables
• Appear regularly
Boost your profile by providing regular content
• Be visual
Use images, videos and infographics to make
content more engaging
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Delivery
• Partner up
Work alongside industry bodies and consultants to
deliver information and advice
• Be targeted
Make sure content and messages are reaching the
right people
• Be sustained
Maintain a consistent flow of content across a
variety of channels
• Integrate channels
Integrate communications across all channels to
stand out online and offline
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Introducing CCgroup
• We are a commercially driven PR &
marketing consultancy - founded in 1985
• Our team members have been working in
fast growth renewables since 2006
• We work in partnership with a range of
CleanTech companies –
manufacturers, service providers and
VC-backed organisations – to deliver
commercial success through campaigns
that:
• Boost sales
• Build value, and
• Position for exit
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What the future holds
• Renewable energy companies must
better understand and meet the
communications needs of farmers and
landowners
• Overcoming the current confusion
around renewables is a must to secure
greater investment from farmers and
landowners
• Renewable energy businesses can release
the true potential of the countryside by
communicating so that farmers and
landowners listen
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• The full results of our survey, and our
extensive recommendations to reach each
type of farmer – Converts, Believers, and
Latecomers – can be seen in our full report
• Download it here:
http://info.ccgrouppr.com/how-to-talk-so-
farmers-and-landowners-listen
• Get in touch! Email us at
cleantech@ccgroupr.com or call us on
020 7535 7203
Get the full report