© 2006 the gas company. all copyright and trademark rights reserved. liob subcommittee: marketing...
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© 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.