Rosemead, CA (February 16, 2009) - LiveWire Marketing, a full-service marketing strategy firm has been selected by Southern California Edison to provide marketing strategy for a ground breaking solar rooftop leasing program.
In early 2008 Southern California Edison (SCE) began planning for the nation’s largest installation of photovoltaic power generation modules to occupy unused rooftop space on industrial buildings. This program differs significantly from predecessor programs in that SCE incurs the installation costs and leases rooftop space from building owners. In June 2009, the utility obtained approval to cover 65 million square feet of unused Southern California commercial rooftops with 250 megawatts of the latest photovoltaic technology – enough generating capacity to meet the needs of approximately 162,000 homes.
Preliminarily, SCE obtained approval on a pilot program to build up to 3 rooftop systems totaling approximately 5 MW at a maximum price of $25 million. SCE began the construction of the first project during the summer of 2008 and the facility began feeding solar power to the community that fall. Construction is now underway on the utility’s second installation in Chino, CA. That facility should enter service in Fall 2009 and when completed will supply one megawatt of power to the grid, enough electricity to power 650 homes.
Now that the full program has been approved, SCE is quickly ramping up to lease approximately 100-150 roofs over the program’s life. The goal is to add 50 megawatts of generating capacity in each of the next five years. Negotiations for additional buildings are in process. Construction of the solar systems on these buildings will commence as soon as the bidding process for labor and materials is complete in late 2009.
LiveWire Marketing has been tasked with developing the program’s brand, marketing plan and promotional materials, as well as provide on-going marketing strategy. “This is a ground breaking program and we are honored to be a part of the clean energy revolution. The scale and scope of this solar project will end up being a game changing event in driving the solar market for years to come,” said Dan LaBelle, LiveWire Marketing Principal.
About LiveWire Marketing LiveWire Marketing is a non-traditional marketing communications firm that is free from multiple corporate layers and "red tape" trappings of large agency annual retainer fees and long-term obligations. LiveWire Marketing specializes in the creative design of highly imaginative and original graphic collateral that captivate audience interest and draw immediate response no matter the medium -- corporate and product branding, print graphics, packaging, publications or web interactive design.