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SmartRate Best Practices and Lessons Learned

SmartRate Best Practices and Lessons Learned. CPUC Workshop: Marketing, Education and Outreach Day 2 - Session 1. July 31, 2014. SmartRate - Background. SmartRate is PG&E’s opt-in Critical Peak Pricing (CPP) program for residential

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SmartRate Best Practices and Lessons Learned

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  1. SmartRate Best Practices and Lessons Learned CPUC Workshop: Marketing, Education and Outreach Day 2 - Session 1 • July 31, 2014

  2. SmartRate - Background • SmartRate is PG&E’s opt-in Critical Peak Pricing (CPP) program for residential • Customer acquisition marketing began in 2008 and 2009 • In 2010 and 2011, due to regulatory uncertainty (PDP conversion), SmartRate messaging was through integrated marketing • 2012 and 2013, increased focus on acquisition marketing applying “Test & Learn” results • By 2013, overall acquisition goal was 100k participants • Exceeded goal: Current enrollment is 130,000 customers

  3. Enrollment Volumes by Year • The 2013 enrollments somewhat lower than in 2012. Fewer communications sent in 2013 compared to 2012 Anticipated PDP Conversion *2012 Enrollment include both enrollments from SmartRate acquisition efforts as well as other cross-sell efforts whereas, in 2013, very few enrollments came from outside the acquisition campaign. SmartAC has a similar product adoption pattern based on data available on CAS

  4. “Test and Learn” Strategy • Analytical strategy to test ideas on a smaller scale to estimate impact • Market messaging • Market collateral formats • Number of touches • Timing of touches • Participation incentives • Used for both acquisition and retention

  5. 2013 Direct Marketing Test Results

  6. SmartRate ME&O Lessons Learned • Direct mail followed by email is most effective • Phased multiple touches increase enrollment, but at a diminishing rate • Incentives had a large impact on initial enrollments, but to a lesser extent in 2012 and 2013 • SmartACcross-sell has the highest enrollment rate • Customized rate comparison resonated with customers • Timing of campaigns is important • On-line enrollment continues to increase

  7. Customer Perception • 83% of customers very satisfied with the program overall • 64% of customers reported saving money • 79% of customers reported saving energy • Most participants aware of program through direct mail • Opportunity to save money is the biggest driver • Materials sent to participants appear to have worked well with 74% understanding the program extremely well

  8. Thank you! • Maril Pitcock • Director, Pricing Products • mxwl@pge.com

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