Here's how the solicitation puts it:
The purpose of the Energy Awareness Program is to publicize the goals, strategies, successes and lessons learned of the Navy Energy Program, produce an annual Secretary of Navy awards ceremony, increase Naval military and civilian employees’ knowledge of energy efficiency and conservation, develop products that will change the behavior of Navy personnel resulting in decreased energy use, develop and transfer technical and program management information to the DON community, and assist Naval activities in meeting energy reduction goals through awareness education.
There's no money in it yet, but this is a necessary prerequisite to gauge industry's interest and capabilities. How about a Prius-like display in each ship that tells the Captain when he's getting the best fuel economy (maybe this already exists)? Or awards for seamen who submit the best energy saving ideas on shore and at sea?