Ethnic Marketing and Outreach Strategy

1. Ethnic Marketing and Outreach Strategy LIOB Meeting April 11, 2012

2. Overview SCE provides power to 13.5 million people in 180 municipalities within a 50,000 square mile territory • 4,233,699 SCE Residential Service Accounts* • 1,437,537 CARE Accounts • 99% penetration as of February 2012 *Data Source: 2011 SCE Market Research

3. Marketing Overview – CARE and ESAP 2008 Year End Results CARE: 83% Penetration ESAP: 54,635 Treated Homes 2009 Year End Results CARE: 89% Penetration ESAP: 61,834 Treated Homes 2010 Year End Results CARE: 97% Penetration ESAP: 121,016 Treated Homes 2011 Year End Results CARE: 99% Penetration ESAP: 93,771 Treated Homes • Barriers: Economic Downturn and customers lack knowledge about availability of CARE • Communications Approach: • Provide bundled solutions through an integrated Economic Assistance campaign, using multiple channels • Tactics (not an exhaustive list): • Bill Inserts and SCE.com, • Direct Mail • Capitation Agencies Outreach • Media Relations • General and Ethnic • Univision Partnership • Paid Advertising • General and Ethnic Print, Radio, TV, Out of Home • Funded by Shareholders and Ratepayers • Outbound Calls • Grassroots Events • Sponsored by Communities, We CARE Day, Food Distribution • Email Blasts • 1st utility to enroll customers on CARE via a live telephone operator • Barriers: Language/Cultural barriers. Not all eligible customers wish to participate • Communications Approach: • Continue multi-channel approach, refine based on results and feedback from customers and agencies such as Consumer Advisory Panel • Tactics (not an exhaustive list): • Bill Inserts and SCE.com • Direct Mail • Capitation Agencies Outreach • Media Relations • General and Ethnic • Univision Partnership • Paid Advertising • General and Ethnic Print, Radio, TV, Online • Shareholder Funded • Outbound calls • Grassroots Events • Take-ones in local stores • Community Forums • Third Party • Faith- and Community-based organizations (FBOs and CBOs) • Retailers • Government agencies • Communications Approach • Vertical programs touching similar customers • Tactics (not an exhaustive list): • Bill Inserts and SCE.com • Direct Mail • 1st utility to offer online CARE enrollment • Capitation Agencies Outreach • Media Relations • General and Ethnic • Paid Advertising • General and Ethnic Print • Shareholder Funded • Barriers: Remaining eligible customers are Hard to Reach • Communications Approach • Reduce broad-based efforts (i.e., mass media) and focus on highly-targeted communications. Continue to refine • Tactics (not an exhaustive list): • Bill Inserts and SCE.com • Direct Mail • Capitation Agencies Outreach • Media Relations • General and Ethnic • Univision Partnership • Outbound Calls (ESAP) • Grassroots Events • Community Forums • Third Party • FBOs and CBOs • Government Agencies

4. 2012 Strategy and Tactic Examples CARE and ESAP Tactics • General Awareness • Bill messages and onserts • SCE.com • Call center • Media relations • Ethnic and Community Outreach • Media relations to Ethnic Media • 176 Ethnic Media outlets utilized in 2010 - 2011 • Print 73 (54 are ethnic-owned) = 74% • Radio 42 (16 are ethnic-owned) = 38% • Television 16 (5 are ethnic-owned) = 31% • Online 45 (37 are ethnic-owned) = 82% • Third-party organizations • CBO, FBOs, and Organizations serving customers with special needs • For profit (capitation) agencies • City and government partners • Grassroots outreach and events • Community forums • Asian Pacific Islander, African American, Latino Community, Native American • Targeted Communications • Program bundled direct mailers and emails • ESAP outbound calls: • English, Spanish, Korean, Chinese (Cantonese), Vietnamese, Cambodian, and Tagalog • ESAP direct mailer • English, Spanish, Chinese, Vietnamese, Tagalog Strategy Customer centric, segment approach Relevant Residential Programs & Services • Benefit based • “Save every day” • Integrated message • Having a conversation WITH the customer • Single enrollment for multiple products image source: google images

5. Budget Strategy • SCE utilizes the same marketing and outreach budget strategy for all of our programs/services • Provide the types of support needed to reach eligible customers that can benefit from the programs and services • Implement cost-effective tactics to generate awareness, participation and ongoing customer engagement • Marketing and/or outreach budgets are included within SCE’s 3-year funding applications for CARE/ESA, and Energy Efficiency • Budgets vary and funding for specific campaigns are based upon the customer solutions featured and the emphasis placed on each solution

6. Appendix

7. List of Ethnic Media - Print

8. List of Ethnic Media – Radio and TV

9. List of Ethnic Media - Online