© 2006 The Gas Company. All copyright and trademark rights reserved.

LIOB Subcommittee:

Marketing & Outreach

2012-2014 Application

August 30, 2011San

Francisco, CA

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Current Programs in Low-Income Application

1.California Alternate Rates for Energy (CARE): Enrolled customers get a 20% discount on their monthly gas bills. Qualified new customers also receive a $15 discount on the Service Establishment Charge.

• Customers understand discount program and easy to enroll• Outreach to hard-to-reach, disabled, and Limited-English Proficient customers

2.Energy Savings Assistance Program: Qualified renters/homeowners receive no-cost energy-saving home improvements such as door weather-stripping, low-flow showerheads, energy-efficient appliances and minor home repairs.

• Customers go through multiple steps to participate, requires income-qualification and home assessment

• Outreach to targeted CARE enrolled customers and qualified homes

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How Customers are Targeted

• Mass media primes the pump ► increases awareness and interest, in general markets and in ethnic communities, leading to better responses to direct marketing and outreach efforts.• Television

• Radio

• Newspapers

• Web / Social Media

• Targeted / Direct marketing provides us with measurable results.• Direct Mail

• Automated Outbound Calls

• Targeted email blasts

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Current Marketing & Outreach Tactics

• TV – Spanish Univision Telethon, Quarterly Event

• TV – Interviews and Program Promotion

• Print / Radio / Outdoor Ads / Online Ads

• Public Affairs / Media Relations

• Outreach / Community Events

Mass Media Activities

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Current Marketing & Outreach Tactics

• Direct Mail

• Automated Outbound Calls

• Bill inserts

• E-mails

• Web-generated leads

• Targeted door-to-door canvassing

Targeted Outreach Activities*

* Due to the size of our Hispanic audience, most communications are provided in both English and Spanish

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Current Marketing & Outreach Tactics

Enrollment and Outreach Partnerships• Los Angeles Unified School District

• Deaf and Disabled Communities

• Braille Institute

• Deaf Community Services

• 211 Referral

• County of Los Angeles DPSS – SNAP, TANF / CalWORKs

• Eastern Municipal Water District

• Imperial Irrigation District

• Burbank Water & Power

• Capitation Agencies

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Other Methods that Drive Enrollments

• Extensive press coverage through news releases and press conferences

• Residential/business customer newsletters, other targeted newsletters

• Customer case studies in residential and business email

• Utility websites• Community Advisory

Councils• Leveraging between

different low-income programs.

• Diverse business enterprise (DBE) network

• Business leader outreach

• Briefings -- elected officials, community-based organizations, others

• Expanded translations of customer assistance materials

• Online and phone enrollment for programs

• Materials at company branch offices, special seminars, other events

• Customer contact centers, support multiple languages

• Churches, ethnic affiliate groups, senior organizations and others

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Mass Media Example: targeted bus shelters around low-income communities

English

Spanish

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Mass Media Example: Newspaper Ads

• Adelante Valley Press

• City News Ontario

• Chino/Chino Hills Champion

• Weekly Star

• Highlander

• Tulare Voice

• Bakersfield Voice

• Calexico Chronicle/Imperial Valley Weekly

• LA Watts Times

• LA Sentinel

• Buena Park/Anaheim Independent

• Riverside Black Voice News

• Inglewood California Crusader

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Examples of Ethnic Outreach & Communications

• Asian Campaigns• Newspaper ads in Chinese, Korean, Vietnamese• DVD promotion of Energy Savings Assistance Program in

Mandarin Chinese, Cantonese, Korean, Vietnamese, and Tagalog

• Spanish Campaigns• Spanish newspapers, radio, and TV shows• DVD promotion of Energy Savings Assistance Program in

Spanish

• Sponsorship of events and advertising throughout Southern California, targeting Hispanic and African-American communities• LAUSD parents event and kids on NSLP• FAME church-sponsored back-to-school event• Different assistance campaigns advertised in different

community newspapers

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Additional Communication and Outreach

CBO E-newsletterQuickly disseminates news and information to Community-Based Organizations and Community Leaders.

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Proposed Marketing & Outreach in Application

• Continue what works and continue to have a mix of Mass Media and Targeted Outreach to enroll all eligible and willing customers.

• Enhance customer information and preferences to provide more tailored and effective campaigns to seniors, persons with disabilities, and limited-English proficient customers.

• Explore complementary strategies, through advertising and partnerships with different ethnic communities, to increase response rate from targeted outreach tactics.