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2019 JCAP WORKSHOP Tuesday, January 8, 2019

2019 JCAP WORKSHOP Tuesday, January 8, 2019 9:30 AM-5:00 PM California Public Utilities Commission 505 Van Ness Avenue San Francisco, CA 94102 Golden Gate Room. AGENDA. AGENDA. 9:30 – 9:45 AM Introduction | CPUC 9:45 – 10:15 AM Look Back – JCAP Year 2 | DDB

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2019 JCAP WORKSHOP Tuesday, January 8, 2019

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  1. 2019 JCAP WORKSHOP Tuesday, January 8, 2019 9:30 AM-5:00 PM California Public Utilities Commission 505 Van Ness AvenueSan Francisco, CA 94102Golden Gate Room

  2. AGENDA

  3. AGENDA 9:30 – 9:45 AM Introduction | CPUC 9:45 – 10:15 AM Look Back – JCAP Year 2 | DDB 10:15 – 11:15 AM JCAP Year 3 | DDB Year 3 Goals and Priorities (by channel) Messaging (Integration of RR) 11:15 – 11:45 AM Opinion Dynamics | CPUC 11:45 – 12:30 PMNEM/Solar Consumer Awareness Content in Year 3 | All Parties 12:30 – 1:30 PMLunch Break | All Parties 1:30 – 2:30 PMApproach to Small Business in Year 3 | All Parties 2:30 – 2:45 PMBreak | All parties 2:45 – 4:45 PMPrioritization of topics | All Parties 4:45 – 5:00 PMNext Steps and JCAP Timeline | DDB 2019 JCAP WORKSHOP

  4. WHY ARE WE HERE? Looking back on Y2 Looking forward to Y3 What Y3 will look like

  5. YEAR TWOHIGHLIGHTS Video: Broadcast & Digital Community Events Print/OOH Social CBO Forum Most residents feel Energy Upgrade California is successfully promoting the energy efficiency movement and remain motivated to continue looking for ways to become energy efficient. Audiences exposed to paid media said the messages made them aware and moved them to action. Paid Media Community Outreach

  6. YEAR TWOHIGHLIGHTS SMB Placements CBO Op-Eds Website Optimizations Cultural Moments Using a broad range of voices that represent specific segments of Californians gave the campaign the ability to appeal to the diverse groups found within the state’s population. Small businesses with fewer than 100 employees are more conscious of their energy management and often more open to the energy efficiency message. Engaging content and traffic-generating, culturally relevant activations along with an optimized user site experience had a positive impact on PA Traffic, Movement Sign-ups and Social Shares. Website Earned Media

  7. Y2 LearningsAUDIENCE Segmentation* • Unaided awareness doubled for Spirited Promoters from 2% to 4% • Intent to participate has steadily increased for Quiet Advocates from 71% in Y1 to 78% in Y2 Multicultural • When advertising includes aspects of Hispanic culture, 88% of U.S. Hispanics pay attention & 41% have a “more favorable impression of the brand”** • 70% of CA Hispanics have a strong connection and pride in their cultural identity, 43% move and engage fluidly in US culture. • 34% of CA Asian population is in-language dependent • 40% of CA Asians are bilingual Critical Customer Groups:*** • Aided awareness of Energy Upgrade California is stronger amongst this group at 64% vs. general market at 59%. • Familiarity, Motivation, and Intent are significantly less than the general market. • Higher proportion of Rational Participants with the CCGs compared to the general market. • *(Per db5 Wave 4 Brand Tracker Study) • **2015 Think with Google/Ipsos Media CT Study • *** (Low-income, Disabled, Unacculturated Hispanic) Based on March 2018 Research

  8. JCAP YEAR 3: GOALS AND MESSAGING 10:15 AM-11:15 AM | DDB Group Presented by Oletta Reed, Ty Kendig, Darcy Gray , Emily Cerling and Agency Partner Representatives

  9. TOPLINE CUSTOMER ENGAGEMENT GOALS The statewide customer engagement effort is primarily delivering marketing communications, measurable outcomes of this effort will be Awareness and Intent (to act). These critical objectives lay the foundation for behavior shifts; attitudes and perceptions shift prior to behaviors and actions. With finite resources, DDB is focusing on the most critical needs of the statewide customer engagement campaign. *As stated in the Five-Year ME&O Strategic Roadmap in Section 6.1

  10. YEAR THREEOBJECTIVES The Residential Rate Reform Vision campaign will work in parallel and integrate with the energy efficiency customer engagement initiative. While the Vision will continue to generate brand awareness while encouraging Californians to feel greater responsibility regarding how they use energy, the energy efficiency customer engagement initiative in Year 3 will shift focus towards increasing education and driving more intent to participate in the energy movement linked to state pride.

  11. AUDIENCESOVERALL TARGET AND CONSIDERATIONS All Californian residents and small businesses with <100 employees. With consideration for Critical Customer Groups (CCG) including Low-income (household income of less than $35,000/year), Seniors, Californians with disabilities. The campaign will leverage five languages as channel/audience specific: • English • Spanish • Korean • Vietnamese • Chinese

  12. AUDIENCES SEGMENTATION Messaging and channel selection will take into consideration the key drivers of our three core segments. Spirited Promoters Segment • Rational Participant Segment • Quiet Advocate Segment Spirited Promoters Segment: 25% • Motivation: Being seen as trailblazers • Role: Influencers and advocates for the movement • Communication needs: • Inspiration to take action themselves by convincing them that energy management can be simple and easy • Content that is easy to share and noticeable by others  Rational Participant Segment: 19% • Motivation: Cost-savings, home improvement, and comfort • Role: Household managers • Communication needs: • Tips to get the entire household onboard • Connect compacted actions to cost saving • Tap into their desire to not be wasteful Quiet Advocate Segment: 15% • Motivation: Recognition for their energy-conscious behaviors • Role: Doers – they could be showcased as the real Energy Heroes • Communication needs: • Showcase their role and impact in the energy movement • Position them as the community energy thought leaders and educators

  13. 3-PRONGED STRATEGIC APPROACH • Brand lift and leverage • Partnerships: community outreach • Partnerships: supportive & consulted parties

  14. BRAND LIFT & LEVERAGE

  15. WEBSITE • Focus on continuing to build SEO strategy to drive more organic traffic and establish the EUC website as an authority in energy management. • Increase Web Traffic and referrals to PA sites with calls-to-action that can aid engagement drive interest to learn about the following: • Rebate programs • Home Energy Assessment • Energy Efficiency Home Improvement programs • Energy Management Tools • Develop relevant content that drives improved Social Shares, and Join the Movement Sign-ups

  16. PAID MEDIA • Make energy efficiency efforts second nature by exploring media tactics and channels that intercept their daily routines, such as workouts, morning commutes, etc. • Channel consumption by core and demographic targets

  17. PR • Develop Energy Upgrade California messaging and story angles for both major statewide and regional/niche media outlets to increase relevance and deepen understanding of behaviors and benefits of energy-saving efforts. • Diversify appeal of campaign through a range of voices, including campaign spokespeople and partners. • Engage influencers with active followings and collaborate with them to amplify Energy Upgrade California message on their platforms. • Align with IOUs as appropriate for media outreach, influencer engagement and tent-pole activations.

  18. STRATEGIC PARTNERSHIPS: COMMUNITY OUTREACH

  19. ORGANIC SOCIAL • Encourage Californians to continue to make an impact with their energy-saving actions. • Drive association between energy efficiency behavior awareness and intent to act with Energy Upgrade California. • Introduce reciprocal following and engagement with community-based organizations (CBOs) and support groups to engage social communities in channels.

  20. COMMUNITY OUTREACH Create interdependence/collaboration of CBOs to activate on the energy movement within their own communities. • Create the tools and strategies to allow them to reach out and broaden engagement within their vertical audiences.   • Bring CBOs together to collaborate and create new and creative opportunities for ongoing outreach.   Elevate key influencers to position them as Energy Upgrade California Ambassadors. • Identify key influencers in the critical customer target audiences and making them part of the Energy Upgrade California team has been very effective in Year 2. Develop media opportunities to increase visibility of the energy movement. • Utilizing CBO partners’ relationships with media and local digital outlets, we hope to increase the visibility of our energy movement with media placements and stories on efforts to maintain energy-efficiency goals.

  21. STRATEGIC PARTNERSHIPS: SUPPORTIVE & CONSULTED PARTIES

  22. YEAR THREE: INTEGRATION MATRIX 2019 JCAP WORKSHOP

  23. MESSAGING

  24. EUC MESSAGING IN 2019 • EUC will continue moving Californians from apathy to meaningful, long-term action. • EUC messaging will fall under one brand voice that integrates EUC’s multiple campaign approach under one brand architecture. • For EE & TOU, messaging will use a two-pronged approach: Noise & Nudge in order to drive awareness and intent

  25. EVOLVING COMMUNICATIONS REFLECT AN EXPANDING REMIT DRIVERS OF CHANGE • Go beyond “use less” to broader “use energy better” • Integrate multiple messages (Vision, EE, RR) under one umbrella • Elevate the brand to speak as “the voice of California” • Create a new paradigm for energy use, beyond EE “reminders” DRIVER OF CHANGE • Go beyond “home upgrade” to broader “use less energy” message • Tie EUC logo closer to energy more clearly • DYT created to remind/empower individual small actions Chapter 1: “The Why” Vision 2015 2016 2018

  26. MOVING CALIFORNIANS FROM APATHY TO ACTION Give Californians context and a reason to care about TOU in order to move them from apathy to meaningful, long-term action. Apathy Desire Understanding Action CHAPTER 1: “Why They Should CARE” CHAPTER 2: “How They Should ACT” Evoke personal connection to future of CA IOU Rate Choice + Actions Source: RRR/TOU ME&O Blueprint Update - Advice Letter DDB-4. https://energyupgradecacommunity.org/wp-content/uploads/2018/05/RRR-TOU-MEO-Blueprint.pdf

  27. MOVING CALIFORNIANS FROM APATHY TO ACTION Give Californians context and a reason to care about TOU in order to move them from apathy to meaningful, long-term action. Apathy Desire Understanding Action CHAPTER 1: “Why They Should CARE” CHAPTER 2: “How They Should ACT” IOU Rate Choice + Actions Source: RRR/TOU ME&O Blueprint Update - Advice Letter DDB-4. https://energyupgradecacommunity.org/wp-content/uploads/2018/05/RRR-TOU-MEO-Blueprint.pdf

  28. ENERGY UPGRADE CALIFORNIA CAMPAIGN ARCHITECTURE What We Do: Give Californians context and reason to care about energy to move them from apathy to meaningful, long-term action Our Ambition: Make it Californian to Use Energy Better KEEP IT GOLDEN CAMPAIGN APPROACH To Action FROM APATHY VISION: VISION OBJECTIVE Move the sentiment towards energy and openness towards change. Comms Goals: Inspire personal responsibility by igniting state pride. KPIs: Increase in personal responsibility to better manage our energy use for CA ENERGY EFFICIENCY: EE OBJECTIVE Educate all Californians about energy efficiency and inspire behavior change. Comms Goals: Encourage Californians to continue to make an impact with their energy saving efforts. KPIs: EE action awareness & intent to take action TIME OF USE: TOU OBJECTIVE Educate all Californians about peak shifting and inspire behavior change. Comms Goal Enlighten Californians with the news that time (TOU) matters. KPIs: TOU action awareness & intent to take action Ignite state pride across California Illuminate time matters Demonstrate using less in action Other Channels’ Goals: Demonstrate a growing involvement with EUC’s energy movement across the state. Measures: views, engagements, website visits, sign-ups, referrals/shares

  29. COMMUNICATION OBJECTIVES 1 2 CREATE NOISE GENTLY NUDGE EVERYDAY AWARENESS 2019 JCAP WORKSHOP Shake consumers from complacency through high impact communications and cultural embeds. Gently nudge energy actions through frequent and routine reminders

  30. EVALUATION PLAN PRESENTATION 11:15 AM – 11:45 AMEnergy Efficiency Analyst, California Public Utilities Commission Presented by Rory Cox and Opinion Dynamics

  31. NEM/SOLAR CONSUMER AWARENESS CONTENT DISCUSSION 11:45 AM-12:30 PMCOLLABORATION SESSION All Participants

  32. DECISION 18-09-044 (NET ENERGY METERING) Stakeholders may wish to consider developing the information packet into a consumer-friendly resource that is aligned with the Commission’s statewide ME&O platform, Energy Upgrade California, as described below. Energy Division will then further refine the content of the information packet based on stakeholder feedback from the workshop. 2019 JCAP WORKSHOP

  33. LUNCH BREAK Please return by 1:30 PM

  34. APPROACH TO SMALL BUSINESS IN YEAR 3 1:30 PM-2:30 PMCOLLABORATION SESSION All Participants

  35. SMBYEAR 2 DEFINITION AND INSIGHTS DEFINITION FROM Y2* While DDB, the CPUC, and Consulted Parties are exploring refinements to the small business approach (based on Energy Upgrade California and IOU coordination on targeting capabilities), customer engagement will focus its outreach efforts on restaurants and groceries. Small-Business Owners (<200 Employees)** - Y2 Insights • 53% of currently participate in energy management activities • 60% are willing to learn more about better energy management • SMBs tend to be more in the Spirited Promoters Paid Media • Historically utilized City Business Journals (~60% of subscribers are in top management - owners or partners) • Aided awareness rose 13% among SMB owners with the Year 2 campaign* 2019 JCAP WORKSHOP

  36. Community Outreach • Workshop(s) in collaboration with small-business oriented CBOs • Work with small business CBO’s such as Small Business Majority, the National Federation of Independent Businesses (NFIB), Urban League and the Minority Chambers and others to build capacity to reach this target audience SMB: CONSIDERATIONS FOR Y3 Audience Focus • Groceries, Restaurants and Unincorporated hospitality Business Owners • Using the state definition of <100 employees 2019 JCAP WORKSHOP Owned Media: (Web, Social) • Small business energy efficiency tips • Optimize site content and flow for SMBs per AB2831 Paid Media • To further hone in on SMB target we’ve explored opportunities with partners like LinkedIn, Amazon, Oath • LinkedIn test slated for Q1’19 Earned Media • Green Business tips/checklists penned by CBOs • Audience Focus Community Outreach Paid Media • Owned Media Earned Media

  37. BREAK 2:30 PM -2:45 PM

  38. PRIORITIZATION OF TOPICS 2:45 PM - 4:45 PM | COLLABORATION All Participants

  39. NEXT STEPS/JCAP TIMELINE 4:45 PM-5:00 PM | COLLABORATION DDB

  40. JCAPTIMELINE 1/8/19: JCAP Workshop ALL 2/5/19: Draft due to CPUC for review (DDB) 2/20/19: Feedback due to DDB (CPUC) 3/13/19: Feedback Due to DDB (Consulted, Supportive ) 2/27/19: Draft due to Supportive, Consulted parties for review (DDB) 3/29/19: File Plan with the CPUC (DDB) January 2019 February 2019 March 2019

  41. NEXT STEPS

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