Montgomery County, Pennsylvania
Engagement Strategy
This document provides recommendations and actionable next steps for the Cranberry Hollow Project in Montgomery County, Pennsylvania. These recommendations are based on initial information gathered in the Community Assessment provided by Bantam Communications.
The Community Engagement Strategy is divided into three sections: (1) situational awareness, (2) initial stakeholder engagement, and (3) public affairs and PR campaign. At each point in the plan, the developer and Bantam should exercise judgment based on the developing situation on the ground and evaluate each preceding step’s success.
This strategy primarily focuses on community acceptance and core audiences. If state approval is all that is needed, demonstrating stakeholder engagement will be a feature of approval. If it further requires a conditional use permit issued by the Skippack Township Board of Supervisors, earning the support of key local stakeholders will be essential.
The Community Engagement Strategy is divided into three sections: (1) situational awareness, (2) initial stakeholder engagement, and (3) public affairs and PR campaign. At each point in the plan, the developer and Bantam should exercise judgment based on the developing situation on the ground and evaluate each preceding step’s success.
This strategy primarily focuses on community acceptance and core audiences. If state approval is all that is needed, demonstrating stakeholder engagement will be a feature of approval. If it further requires a conditional use permit issued by the Skippack Township Board of Supervisors, earning the support of key local stakeholders will be essential.
SITUATIONAL AWARENESS:
The Cranberry Hollow Project is operating in a relatively unpredictable environment. The greater Philadelphia region is familiar with frequent development and acclimated to the community’s character changing as development happens. Residents are also slightly more progressive than average, making solar energy a potentially exciting and valuable addition to the community. On top of that, Cranberry Hollow will be built on the property of the Pennsylvania Department of Correction’s SCI Phoenix prison. Between the prison and the existing transmission lines, the immediate area already has an industrial feel which solar may not cause as much of a problem in terms of the viewshed.
Still, there are several challenges the developer will face. The most salient are likely to be the displacement of tenant farmers, the closing of open space in the area, and the landowner (homeowner) property values impact. Because Skippack Township is a historic and typical single-family home suburban community, solar’s impacts on property values and open space adjacent to the neighborhood will likely concern residents.
The state is the single landowner Cranberry Hollow has to tend to, so much of the work beyond the tenant farmer displacement will be figuring out what the adjacent landowners find valuable in the property and how the solar farm can be an enhancement.
Still, there are several challenges the developer will face. The most salient are likely to be the displacement of tenant farmers, the closing of open space in the area, and the landowner (homeowner) property values impact. Because Skippack Township is a historic and typical single-family home suburban community, solar’s impacts on property values and open space adjacent to the neighborhood will likely concern residents.
The state is the single landowner Cranberry Hollow has to tend to, so much of the work beyond the tenant farmer displacement will be figuring out what the adjacent landowners find valuable in the property and how the solar farm can be an enhancement.
The first steps are a strategically sequenced series of stakeholder engagements to secure local buy-in for the Cranberry Hollow Project and ensure key constituencies feel heard.
SCI Phoenix/PA Department of Corrections Engagement
- Connect with the prison and discuss its current land use strategy, how the community is permitted to use the prison’s open land, what type of arrangement it has with tenant farmers, etc.
- Understand what requirements must be met to build. The company is advised to use the state’s Permit Application Consultation Tool (PACT). If the state approval is not sufficient, deeper engagement with the Skippack Township Board of Supervisors will be necessary.
- The SCI Phoenix needs to be a partner along the way.
If it has not happened yet, have a detailed conversation internally about what the company is willing and able to give to get this project done. Understanding what the company is willing to spend on the front end can then be leveraged to achieve the final objective.
- Are there compensation packages you can offer to the tenant farmers to ease their transition from the current lots to new locations, or are there ways to get them engaged in the solar project if they have experience with soil management or pollinators? Getting this answer right will be key for local messaging and making a positive case about jobs and land use.
- For example, are you willing to fund a road repair or drainage ditch? Or is there capacity (funding or in-kind) to contribute to local services or charities?
- Once the company has some parameters on what it’s willing to give, it can talk about those broad-reaching community benefits that are contingent on building the project.
Develop messaging based on information gathered from steps 1 and 2.
What benefits will the following stakeholders receive?
What benefits will the following stakeholders receive?
- SCI Phoenix
- Local 4-H and other agricultural institutions (how will these groups be able to use the solar farm as an educational opportunity, how does solar contribute to local agriculture vs. detract, is there a meaningful way for tenant farmers to either be compensated or employed in the project?)
- Skippack Township (as a whole)
Messaging Concepts:
- Solar is a value-add and a desirable thing to have in your community. This message must be reinforced to mitigate property value concerns.
- Solar farms are a way to keep open lands intact and are a great way to preserve a community’s farming heritage.
- Using some land for solar energy generation allows the community to participate in the solution to climate change.
- Skippack will be a more resilient and diversified community with local solar energy production
- Solar provides a gateway for farmers and ag workers to get familiar with and integrate with new technologies that pair well with the ag way of life.
- While economic development is always an important message, this project cannot ride on that. The region is very economically diverse, and there are a lot of job opportunities. Residents are more likely to value the open space and cultural heritage of agriculture than investment dollars and small job increases.
Property Values Study and Open Space Impacts
Aside from displaced farmers, impacts on property values and the area’s open space are likely the two most salient lines of attack against the Cranberry Hollow Solar Project. Head these off by producing impact studies and plans to mitigate the potential impacts.
Aside from displaced farmers, impacts on property values and the area’s open space are likely the two most salient lines of attack against the Cranberry Hollow Solar Project. Head these off by producing impact studies and plans to mitigate the potential impacts.
- Property Values: Consider partnering with a local university (or a larger in-state school with economic analysis capacity) and determine the impacts of the solar farm on local property values. Or point to domestic studies that show negligible impacts.
- Open Space: The solar project will inevitably close the space that was once open. Activities like the Deer Hunt are probably less feasible than before. Finding ways to accommodate community activities and preserving some of the natural elements of the landscape can helps soften the disturbance. Consider keeping some access roads open for public use; pollinator-friendly vegetation vs. gravel could help adjacent property owners see the value.
- Consider “good neighbor payments” that benefit the Skippack Historical Society (which aim to maintain historical elements of the community and protect cultural heritage) and commitments to improve sections of the Perkiomen Trail, which runs nearby.
Direct Stakeholder Engagement
These conversations should happen in very short order and in quick succession. There is a danger that if these conversations are drawn out too long, certain groups could hear about the project plans “through the grapevine” rather than directly from you. Use the information from steps 1-3 to guide these conversations.
Tenant farmers: Assuming the prison is agreeable and you remain closely coordinated with them, begin a conversation with farmers about what their futures could look like on the site. Surely, the prison can evict them, but it is up to Cranberry Hollow to provide pathways for them to thrive in the future, whether that is a transition payment or offering work at the solar site.
These conversations should happen in very short order and in quick succession. There is a danger that if these conversations are drawn out too long, certain groups could hear about the project plans “through the grapevine” rather than directly from you. Use the information from steps 1-3 to guide these conversations.
Tenant farmers: Assuming the prison is agreeable and you remain closely coordinated with them, begin a conversation with farmers about what their futures could look like on the site. Surely, the prison can evict them, but it is up to Cranberry Hollow to provide pathways for them to thrive in the future, whether that is a transition payment or offering work at the solar site.
- Finding ways to keep this constituent group plugged into the project and connected with these tracts of land could be hugely beneficial in demonstrating that solar energy and farming are not necessarily adversarial.
- If some farmers are in favor of the project or see the value, tap them to become “Project Ambassadors” and speak favorably about the project in local media and with other key stakeholders.
- Monitor this stakeholder group very carefully. There are a lot of reasons for them to potentially fight the solar development and bring the community along with them.
Other agricultural interests: Primarily the 4-H facility, other agricultural interests will probably not demonstrate support for the project until an adequate answer is given on what will happen to the tenant farmers and how agricultural interests are advanced through the project. Promises of 4-H access for educational purposes or pollinator vegetation that will bring benefits to adjacent properties can help. The 4-H Center will want to understand how their situation and offerings will be improved neighboring a solar project rather than open farm land.
Skippack Township Board of Supervisors: Attempt to meet with each supervisor individually. Be transparent that you are having conversations with all of them, but one-on-one conversations allow for you to personally build a relationship outside the public view so they can better digest the information about community benefits and due diligence the company has already done on the site and the project’s impacts. Whether or not their approval will ultimately be needed, engaging the supervisors will avoid them feeling uninformed and reduce the chances that they attempt to throw up roadblocks.
Wellspring Church of Skippack: The Wellspring Church is adjacent to the Cranberry Hollow Solar Project. The Cranberry Hollow developer expressed interest in engaging the church community. If comfortable, we should consider amplifying an environmental stewardship message.
Skippack Historical Society: The SHS is an influential organization in the community. Several of the supervisors previously served on the SHS board and volunteered with the group. Making sure they are aware of the plans and that Cranberry Hollow takes steps to maintain the character of the area around the Creamery Village will help earn their support.
Create a relationship with local and state environmental, clean energy, and agricultural interest groups.
Skippack Township Board of Supervisors: Attempt to meet with each supervisor individually. Be transparent that you are having conversations with all of them, but one-on-one conversations allow for you to personally build a relationship outside the public view so they can better digest the information about community benefits and due diligence the company has already done on the site and the project’s impacts. Whether or not their approval will ultimately be needed, engaging the supervisors will avoid them feeling uninformed and reduce the chances that they attempt to throw up roadblocks.
Wellspring Church of Skippack: The Wellspring Church is adjacent to the Cranberry Hollow Solar Project. The Cranberry Hollow developer expressed interest in engaging the church community. If comfortable, we should consider amplifying an environmental stewardship message.
Skippack Historical Society: The SHS is an influential organization in the community. Several of the supervisors previously served on the SHS board and volunteered with the group. Making sure they are aware of the plans and that Cranberry Hollow takes steps to maintain the character of the area around the Creamery Village will help earn their support.
Create a relationship with local and state environmental, clean energy, and agricultural interest groups.
- At this project’s start, there was no clear use or lane for these groups to help. If the field of engagement broadens to include stakeholders behind those directly involved or adjacent to the project, these groups could become important message validators or can provide guidance on state politics. Make introductions and build relationships with these groups earlier to ensure they are aligned on the front end.
- Clean Energy & Environmental Interests: Connect with groups like the Philadelphia Solar Energy Association, PennFuture, and PennEnvironment. These groups can support your environmental message and can provide locally relevant guidance on mitigation techniques.
- Agricultural Interests: Besides the local 4-H Center, the Montgomery County Chapter of the Pennsylvania Farm Bureau can be engaged to clarify the message around agriculture in the region and hopefully promote solar as an option for open space preservation.
- Labor Interests: Workforce development and labor may not be the most salient talking point in this community; however, building a relationship with academic and trade schools in the area could bolster the workforce pipeline argument and help residents see direct value in the project. Consider starting with the North Montco Technical Career Center. A step beyond that would be engaging the State Building and Construction Trade Council. The local chapters of the International Brotherhood of Electrical Workers (IBEW 98) also have an Apprentice Training program that could be plugged into the Cranberry Hollow effort.
This phase is designed to get positive messaging about solar into the public domain. Think about this phase as the period where things are moving “behind the scenes” – the relevant decision-makers are considering the proposal, and the siting and permitting preparations are being made. The company should continue to publicly make a case for solar energy in the community and proactively neutralize potential opposition messaging. The idea here is to create a “surround sound” or “wallpaper” campaign where residents receive positive information about solar that becomes background noise in their day-to-day.
When and how the tactics in this phase are deployed should flow from conditions on the ground. If community opposition is minimal, these efforts can be a lighter touch and less frequent. If there is community opposition, the public case for Cranberry Hollow Solar will need to be made point by point. Otherwise, Cranberry Hollow can proceed somewhat under the radar, with the exception of the project’s immediate neighbors. The region is too large to expand the audience beyond the Skippack Township area.
Launch a proactive digital campaign. Content should present residents in Skippack Township with a clear, positive message about solar energy and how it may benefit the region.
When and how the tactics in this phase are deployed should flow from conditions on the ground. If community opposition is minimal, these efforts can be a lighter touch and less frequent. If there is community opposition, the public case for Cranberry Hollow Solar will need to be made point by point. Otherwise, Cranberry Hollow can proceed somewhat under the radar, with the exception of the project’s immediate neighbors. The region is too large to expand the audience beyond the Skippack Township area.
Launch a proactive digital campaign. Content should present residents in Skippack Township with a clear, positive message about solar energy and how it may benefit the region.
- Paid digital campaigns should be highly targeted in the geographies directly around the project site. Keeping the audience smaller and focused on the groups most likely to engage in the project will avoid raising flags for potential opposition groups.
- Digital campaigns could feature local residents that represent different constituencies that are in favor of the project.
- Consider sending mailers to neighboring landowners with agricultural and clean energy messages that reinforce the digital and earned media messages.
- If there is significant community opposition, consider running a coordinated earned media play as well.
Cultivate a favorable media environment.
- Offer an editorial board briefing to The Mercury and The Reporter. Use this opportunity to present a general briefing on solar technology, positive developments in the industry, and information about the community benefits of Cranberry Hollow and how it is an enhancement of the existing agriculture economy and land use.
- There likely is not a need to place earned media unless Cranberry Hollow Solar begins to receive significant opposition from the community or the permitting decision is kicked to the Skippack Township Board of Supervisors, in which case, digital advertising should be supplemented by a series of earned media pieces that make the case for the project.
Hold a series of informal community meetings to promote the project’s community benefits, spread positive messaging, and create opportunities to hear community feedback that can inform the next steps.
- Offer meetings or short briefings on the project to build support and engagement from key constituencies and individuals. The aim here should be to make interest groups heard.
- These events can be designed creatively to make them more exciting or interactive. Think about offering promotional swag or food to enhance the community’s experience. Coordinate and integrate some of these opportunities into local venues like the 4-H Center’s Farm, Home, and Youth Fair.
- These are valuable touchpoints to demonstrate a desire to engage the community authentically. Additionally, explore formats that allow the company to manage this discussion and steer it in positive directions.
- Cranberry Hollow needs to create an authentic connection with the community by showing up to community events and having conversations with the neighboring stakeholders. Get creative and share gestures that indicate you care about the community and want to be an active member (consider serving Wawa sandwiches or distributing Wawa coupons at your events – it’s a thing, and people will appreciate it).
Take steps to earn community support and build a social license.
Make commitments to local charity organizations or commit to directly financing local projects or efforts that benefit the whole community. Gracefully publicize these commitments and allow the benefactors to tout the contributions to the extent possible.
Make commitments to local charity organizations or commit to directly financing local projects or efforts that benefit the whole community. Gracefully publicize these commitments and allow the benefactors to tout the contributions to the extent possible.
- Consider contributions to the local Lions Club or the Skippack Historical Society.
- Skippack Township has volunteer fire and emergency services departments; there could be an opportunity to support them. They take in-kind donations and funding.
- Larger commitments can be made contingent on the project’s approval. But if the community appears to be moving towards approval, some good faith contributions to the community help bolster support.
Amplify messaging with a local, targeted social media campaign.
- Consider messaging around benefits to local agriculture, solar technology innovations, land use benefits, open space preservation, and monetized or relevant benefits for public and environmental health.
