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2006 Public Outreach Effort

A comprehensive campaign educating residents about energy efficiency benefits, promoting programs, and integrating marketing efforts to drive sustainable behaviour change. Research-driven strategies aim to leverage monetary savings and altruistic motivations to encourage conservation habits. Multi-tiered messaging and multi-location reinforcement enhance consumer commitment. Media mix includes TV, radio, print, and online platforms targeting diverse ethnic communities. Media partnerships and continuous message delivery optimize audience reach.

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2006 Public Outreach Effort

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  1. 2006 Public Outreach Effort

  2. Integrated Campaign (Utilities/Firms)Path to Action Awareness Interest/Consideration Lead/Opportunity Sale/Action Repeat/Brand Evangelist Key Customer Base Large Audience

  3. Media Mix & Partner Activities Awareness Interest/Consideration Lead/Opportunity Sale/Action Repeat/Brand Evangelist Key Customer Base Large Audience

  4. Residential Goals (Primarily Mass Media) • Educate residents about the benefits of energy efficiency • Promote energy efficiency programs, resources, services and products • Integrate energy efficiency and demand response marketing & outreach, including Flex Your Power NOW! campaign • Facilitate companies in educating employees, community about saving energy • Build capacity within targeted ethnic media outlets to develop their own editorial coverage of efficiency and conservation. Low-income audience tracks with percentage within general population.

  5. Research Highlights • Energy efficiency and conservation issues and/or behavior are not top-of-mind in importance • Two Primary Drivers • Monetary Savings. Across all geographic markets and respondent-types: • As energy costs rise (with little perceived relief in sight), respondents feel a more urgent imperative to manage their financial bottom line. • “Getting the most out of my dollar” • Emotionally resonant benefits exist (e.g.the environment) • Typically strongest among those who have been conserving the longest. • Altruistic motivations would likely not be compelling enough by themselves with some people, but the dual drivers (money and altruism) work in tandem to create a more powerful motivation. • Focus on changing both individual behavior, and “doing it for the team,” or for the greater good of California, “win-win”

  6. Research Highlights • Make the message count • Multi-Tiered: Through different communications media, offer a variety of recommendations ranging from beginner issues and behaviors to more advanced information for those who are already doing it and seeking the next stage. • E.g., broadcast – few, simple, high energy impact messages; Internet/materials, deepen information. • Multi-location: Consumer predisposition and commitment to energy efficiency and conservation behavior will likely increase if it is reinforced at more than one location: school and home, work and home.

  7. Messages • “I can save both money and the environment by being more careful with my energy use” was the most motivating message across all markets • Smart choice: Investing in energy efficiency is the smart choice • Save money • Keep the lights on in your neighborhood/school/businesses • Help the environment, reduce water use • Increase saliency of energy efficiency/conservation behaviors • Easy to do - It’s not even hard • Programs available: audits, incentives • Together we can make a difference • Clearly delineateefficiency and demand response on Flex Alert days • Efficiency: lighting (focus on quality, fixtures) and cooling. Appliances OK without much broadcast support. • “Flex Alerts”: three measures: • Shut off unnecessary lights • Thermostat to 78 • Use appliances after 7 PM

  8. Languages • TV • FYP: Cantonese, Korean, Mandarin, Vietnamese • UTEEM: Spanish • Radio • FYP: Spanish, Cantonese, Korean, Mandarin, Vietnamese • RSE: Spanish • Print • FYP: Spanish, Chinese, Japanese, Korean, Vietnamese • RSE: Spanish • Collateral • FYP: Spanish, Chinese • Website • FYP: Spanish, Chinese

  9. Media Buy Overview • Summer Campaign: July 5 through Oct. 1, 2006 • Wednesday, July 5th kick-off • Every county will receive media coverage • 11 TV DMAs and 22 Radio Metros • Media will mirror the state’s ethnic diversity • A comprehensive communications program combining paid advertising, content integration, and extensive bonus media time and space • Fall Campaign: November/December 2006

  10. Key Media Strategies • 360 Degree “SURROUND” Media Approach • Television (Broadcast, Cable, PBS) • Radio (Spot, NPR, Traffic Reports) • Outdoor (Bulletins, Bus Sides, BART) • Online • The importance of VISUAL communication • CONTINUOUS message delivery is key • Emphasize PEAK POWER usage time period • Leverage cash commitments for substantial ADDED VALUE BONUS media time and space • 43% increase in exposure • Negotiate MEDIA PARTNERSHIPS

  11. Media Partnerships • Forged mutually-beneficial partnerships with TV and radio stations • FYP provides editorial content to the station and their news divisions • On-air vignettes on energy conservation issues and tips • Bullet points for news/weather programming department • Comprehensive array of online elements on the stations’ websites • FYP microsites, Energy-savings tips boxes, E-mail blasts, Newsletters • Events and promotions

  12. General Market Audience Delivery • 95% of Californians will see and/or hear the Flex Your Power message an average of 37 times over the Summer campaign period (TV/Radio) • A total of 585,117,501 advertising impressions from TV and radio • The outdoor campaign delivers 308,091,876 Adult 35-64 impressions • 893,209,377 Adult 35-64 Impressions • An additional 161,438,300 impressions from UTEEM • Other impressions from RSE, IOUs, and other entities

  13. Low-Income Audience Delivery • Syndicated media research such as MediaMark Research Inc. (MRI), in the Spring 2006 Report, shows that households with under $35,000 annual income are 59% more likely to be heavy viewers of television than the average household, and 31% are more likely to be above average/heavy TV viewers • Based on census data and indices from MRI and others: Of the 893,209,377 total Adult 35-64 ad impressions of delivered by the campaign, it is estimated that 378,720,776 impressions were delivered to the members of low income households in California. Of the 1,706,029,910 total Adult 18+ ad impressions delivered by the campaign, it is estimated that 723,356,682 impressions were delivered to members of low income households in California. Note: These estimates include only general market offline campaign and do not include the ethnic or online impressions.

  14. Ethnic Target Audiences • Top 8 ethnic groups that make up a little over 90% of the total ethnic population of California (17,743,558): • Latino (10,966,556) • African American (2,263,882) • Chinese (980,642) • Filipino (918,678) • Vietnamese (447,032) • Korean (345,882) • Asian-Indian (314,819) • Japanese (288,854) • High percentage are foreign-born, have a preference for their native language, and consume high levels of in-language/in-culture media

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