Strategic Plan

Strategic Plan

TownGreen2025 Strategic Planning Draft

edited by Dick Prouty 1.6.17

Mission: To reduce the Carbon Footprint of Gloucester and Cape Ann to Zero (or as close as possible) by 2025

Goals: We use goals using the SMART Goals methodology.

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound (Trackable)

1. Carbon Footprint Scorekeeping:

Goal: We will produce carbon emission analysis and strategies to reduce the baseline carbon score. We will also produce a way to track over time the effectiveness of strategies in reducing carbon.

  1. Using the resources of Mass Area Planning Council (MAPC), we will track on annual basis the amount of carbon emissions from Gloucester and Cape Ann and the effect of our strategies of reducing them. We will use graphic reports on our web site, to track changes at least every six months, and differentiate the three communities, and the strategies responsible for reductions.

Team Leader: Winslow Lewis

Team members: Tim Greiner, Monty Lewis, Kelly Knox, Ken Ericson

2. Increasing Clean Energy Production and Use:

Goal: We will partner with the Gloucester Clean Energy Commission (CEC) to prioritize and implement as much clean energy production and use on Cape Ann as is possible, by 2025.

  1. Microgrid: We will collaborate on a draft micro grid feasibility grant and submit to the MAPC, as soon as the RFP is issued. City grant writer, Matt Coogan, will be applying for this grant, as it is for municipalities. It wouldn’t necessarily just only a solar microgrid, although solar is likely to be part of it. It may include CHP (Combined Heat and Power). CHP has been used multiple times over the past 50 years, at several sites in Boston and Cambridge. This technology captures the heat it produces from a fossil fuel turbine, and uses it to heat and to cool office spaces. It is 80% efficient. The high efficiency of CHP, can make it a relevant part of a microgrid. .
  2. Individual Solar: MA Energy, a non-profit, will do Solar Connect again – giving discount pricing again starting in this coming spring. We will participate with supportive marketing, via energy sage (
  3. EV, Electric Vehicles: MA Energy is developing an electric vehicle with very steep discounts for buyers to start soon. We will encourage local dealers to participate as fully as possible.
  4. Community solar: large solar fields allow a group of people to purchase solar energy on a field, regardless of their local home roof, or financial circumstances. Community Solar fields will be part of the microgrid feasibility study (above). In addition, TownGreen will be independently investigating the feasibility of smaller community initiatives, such as the Lanesville Community Center initiative. TownGreen will also approach private owners of possible solar farms, including owners of supermarkets and mall parking lots, to map private sector involvement in microgrid development.
  5. Public Safety: We will focus on the public safety and resiliency rationale for clean energy produced locally, with publication of these rationales to be published on our various sites, by the end of 2017.
  6. Corporate: We will forge greater links to harbor businesses, as possible consumers of solar and other clean energy, with written description of these links to be accomplished by the end of 2017.
  7. Financing: We will stay abreast of new and innovative financing vehicles as they evolve. This includes the C-PACE program, and private mechanisms, as well.
  8. Tidal and Other Innovations: We will investigate tidal power and clean energy sewerage treatment plant options in the longer term, with a status report due by the end of 2017.

Lead Person: Dick Prouty

Team members: Charles Nazarian, Candace Wheeler, Valerie Nelson, Susan Hoague, Tim Greiner, .

3. Efficiency

Goal: TownGreen will advocate for MASS save audit and subsidy programs in partnership with the communities of Cape Ann. We will achieve 80% of homes, corporations, nonprofits, houses of worship in Gloucester and Cape Ann to be assessed and converted by 2025.

  1. Audit Conversions: We will measure the carbon savings annually via MA Save programs that are converted. The potential of the carbon footprint savings by this strategy is larger than residential solar. Residential emissions are over 75% of total emissions on Cape Ann annually, per MAPC statistics.
  2. Marketing: Marketing the MA Save programs will be a key focus of the TownGreen efficiency team. The City of Gloucester is taking the lead the 2017 National Grid grant. Our hope is that the City will agree to put in every water bill a marketing piece. The City sees opportunity in going green.
  3. EV, Electric Vehicles: these are an efficiency breakthrough, and are coming to scale in the next few years. By 2020, and in partnership with the community governments of Cape Ann and other players such as MA Energy, we will set a goal to have an aggressive percentage of all miles driven on Cape Ann to be by electric vehicles by 2025.
  4. We will conduct other efficiency campaigns by championing more efficient technologies to include:
    1. Geothermal residential and corporate options
    2. Heat pump HVAC options
    3. More innovative battery storage for residences and communities
    4. More efficient solar technology for roofs, such as solar shingles

Lead Persons for Team: Tim Greiner and Corey Ricci-Munn

Team members: Phil Cole, Dillon Foley, Valerie Nelson, Dan Greenbaum, Dick Prouty, Candace Wheeler

4. Municipal Aggregation(MuniAg)

Goal: we will support the city and encourage aggressive municipal aggregation, so that we are at a minimum of 40% clean energy of all electricity used on Cape Ann, by 2025.

  1. Public Relations: We will educate the public about Municipal Aggregation and the efficiency and potential of it. (Communities get together to form buying pools to buy power on the open energy market. On Cape Cod, they have five towns that are involved in MuniAg. Gloucester is now signed up.
  2. TownGreen2025 role: As part of our support of the Municipal Aggregation program, and other city initiatives, we will explain the benefits of public private partnerships, such as TownGreen2025.
  3. We will develop a code of ethics for our partnerships so that no one is able to exploit any partnerships for private gain, without the full knowledge of all involved.

Lead for Team: Candace Wheeler

Team members: Matt Coogan, Linda Saunders, Dick Prouty, and others .

5. Climate Change Curricula: we will design a climate change curricula, working with local school authorities and teachers. These curricula will involve active learning, and engagement by Cape Ann students in our TownGreen2025 programs and solutions to climate change.

  1. By September of 2017, we will have developed pilot curricula units for middle school grades in Cape Ann Schools that involve participation in our residential solar programs, as well as knowledge and participation in carbon sequestration programs, with Reforest the Tropics (RTT), a partner of TownGreen2025.
  2. Reforestration will be both part of our climate change curricula and part of our strategy to be carbon neutral. Through creative fundraising and in partnership with RTT, we will offset the carbon footprint of all schools on Cape Ann, by 2025.
  3. By 2024 we will have a K-12 climate change curricula accepted in the public schools of Cape Ann that is experiential, accessible to all students, fun and supported by local PTAs.
  4. Independent schools and non-profits of the North Shore that have significant numbers of Cape Ann students will be approached with invitations to participate in the climate change curricula opportunities
  5. Other carbon sinks, such as the Great Marsh, and the natural prairie and tundra will be part of the education program, as preserving and recreating natural carbon sinks of all kinds are a principal goal of our program.

Team Leads: Dick Prouty and Susan Hoague

Team Members: Harry Hintlian, Dillon Foley, Eric Magers,

6. Public Relations/Marketing Brand Development.

Goal: By 2025, 80% of the people to recognize TownGreen brand will recognize our mission and values. 80% of those people will have a strongly favorable opinion of TownGreen2025 and support our mission.

  1. Branding: We will invite Jim Dowd to do a branding exercise with the marketing team, and steering committee. We develop key words that we want everyone to think of when they think of TG. We will build them these key words into every brief and all tag lines.
  2. Public Relations: We will develop a good PR and Marketing plan that will have brand awareness for Towngreen2025 as our principal goal. Elements of this plan will include:
    1. Clean Energy and Sustainability Fairs: one every 18 months with the next one to be held on April 2017, at the O’Malley School.
    2. Gloucester Daily Times TownGreen2025 columns to be published every 4-6 weeks, and archived our TG website.
    3. TownGreen2025 web site, to be managed by Kelly Knox and Monty Lewis, with approvals from Gloucester Meetinghouse Foundation officers. We will increase traffic to our site by 25% a year for the next three years.
    4. Partnership arrangements for our marketing goals with the TV station and other websites and advertising firms on the North Shore.
    5. Membership program to accomplish engagement, and to include newsletters on line and with other publications to accomplish our goal.
    6. Social media techniques to include Facebook, Twitter, LinkedIn, and Instagram will be used to increase knowledge of our mission and strategies.
    7. Formalized partnerships with CEC, RTT, Maritime Gloucester (MG) and other school systems and non-profits of the North Shore as applicable.
    8. Sustainability Alliance: TownGreen2025 will be the lead for an alliance of climate change plans by other organizations and companies on Cape Ann, with an alliance meeting every six months.

Team Leader: Kelly Knox

Team Members: Monty Lewis, Charles Nazarian, Susan Hoague, Dick Prouty, JoeAnn Hart

7. Fundraising and Staffing Planning Process

Goal: We will develop a five year budget plan for all programs of TownGreen2025, as a program of the Gloucester Meetinghouse Foundation, a 501(3) c. Our 2016 budget of 25k will grow to $50,000. Income by the end of 2017 and grow 25% a year thereafter.

Our new part time Development Director, Kelly Knox, will implement the following strategies to allow us to fine the resources to implement our plans:

  1. Annual membership: we will use on line and regular fundraising strategies to grow our paying membership base to over 150 by the end of 2017.
  2. 15% of all grants and larger philanthropic gifts will be used as indirect income, to allow us to hire a full time director by the end of 2018, or as soon as possible.
  3. We will partner with more established non-profits, and municipalities, and others, to apply for larger foundation grants for our program support. In conjunction with partners, we anticipate at least five applications for a grant of over $100,000, by 2018, with a minimum of one success.
  4. Clean Energy grants: we will increase our grant team focus on collaborating with the City Grants office so that we do not miss opportunities. IE: the $300,000. Clean energy public bus that we may have had a chance to obtain last year, had we acted.
  5. To raise revenue, and to advance our brand, we will sell ‘swag’ using Town Green logos and tag lines, of at least $10,000. Revenue, by the end of 2017.

Team Leader: Kelly Knox

Team Members: Susan Hoague, Charles Nazarian, JoeAnn Hart, Dick Prouty, Tim Greiner