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Program Title

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Program Title ...

Attachment III:

Southern California Edison‘s

    2006-2008 Energy Efficiency Final Program Plans:

    Program Implementation Plans (Part 2 of 2)

    Dated: January 6, 2006

    1 Southern California Edison January 6, 2006

2 Southern California Edison January 6, 2006

Table of Contents

    V. Statewide Marketing and Outreach .................................................................. 4 Statewide Marketing & Outreach - Flex Your Power ....................................................... 6 Univision Television Energy Efficiency Marketing ....................................................... 15 Flex Your Power Rural Program ................................................................................... 26

    VI. IDEEA And InDEE Selected Programs* ........................................................ 33 Coin Operated Laundry Program ................................................................................... 34 Energy Efficient Program Made Efficient ...................................................................... 40 Demand Response Emerging Tech ................................................................................ 50 80 Plus……………………………………………………………………………………60

    EE/DR Flex Program ..................................................................................................... 70 MAP Energy Efficiency Program .................................................................................. 78 Lighting Energy Efficiency with Demand Response Program (LEEDR) ........................ 84

    Cool Change Program ................................................................................................... 90 One-2-Five Energy Program .......................................................................................... 96 Convenience Store and Service Stations EE................................................................. 106 Affordable Housing EE Alliance ................................................................................. 115 Design for Comfort: Efficient Affordable Housing ...................................................... 120 CA Preschool Energy Efficiency Program ................................................................... 129 E-mail Based Energy Efficiency Program .................................................................... 135 Lights for Learning CFL Fundraiser ............................................................................ 140 Aggregation of Public Housing for Energy Efficiency ................................................. 146 Southern California Home Performance Program ........................................................ 154 Innovative Pool Pump Technology Delivers Radical Efficiency Gains ........................ 166

    Low Pressure R.O. ...................................................................................................... 172 NightBreeze EE Program ............................................................................................ 177 BEST Wireless HVAC Maintenance System ............................................................... 183 IDEEA/InDEE Future Solicitations ............................................................................. 189

    * - SCE‘s IDEEA and InDEE selections are pending final approval by the California Public Utilities Commission

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V. Statewide Marketing and Outreach

4 Southern California Edison January 6, 2006

5 Southern California Edison January 6, 2006

Statewide Marketing & Outreach - Flex Your Power

    1.Projected Program Budget14,748,727$

    2.Projected Program Impacts

     MWhn/a

     MW (CEC Factor)n/a

    3.Program Cost Effectiveness

     TRCn/a

     PACn/a

     Note The budget amount shown reflects only the funding associated with SCE‘s service territory for this statewide program. The overall statewide program budget is $45,000,000 which does not include SCE administrative budget to support this program activity.

4. Program Descriptors

    Market Sector: Residential/Nonresidential - All sectors (Commercial,

    industrial, Government, agricultural and residential)

    Program Classification: Statewide

    Program Status: Existing

5. Program Statement

    The Flex Your Power statewide energy efficiency marketing and outreach program is an

    extension of the innovative and historically successful Flex Your Power public education

    and outreach effort initiated by the State of California in 2001. The program works in

    partnership with the investor-owned utilities (IOUs), third parties and businesses, local governments, water agencies, non-profits and others including the state and federal

    government agencies with responsibility for energy and water efficiency.

The campaign is designed to educate Californians on the energy, financial and

    environmental benefits of energy efficiency and to support the energy efficiency

    programs of the Investor Owned Utilities (IOUs), third-party program providers and other organizations. The campaign does so through a full and synergistic range of marketing

    and outreach strategies including television; radio and newspaper ads; earned media;

    printed educational materials; events; a website resource; a biweekly electronic

    newsletter; and cooperative marketing and outreach efforts with businesses, government

    and nonprofit organizations.

    The campaign will continue to coordinate with IOUs, municipal utilities, water agencies, non-utility program providers, manufacturers, retailers of energy-efficient products, and other energy efficiency service providers. The campaign also coordinates closely with

    demand response and renewable energy generation marketing and outreach programs

    including a combined energy efficiency/demand response Flex Your Power campaign

    (the CPUC-approved Flex Your Power NOW! campaign). .

    California‘s economy and population are expected to grow over the next three years,

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which means that, without action, so will the state‘s demand for electricity. In fact,

    energy consumption is projected to grow by as much as 2% annually over the next 10

    years.

The lessons learned during the 2001-02 energy crisis as well as Energy Star sales data

    showing increased sales of energy-efficient equipment and products over the last five

    years demonstrate that Californians can be motivated to reduce energy use.

    ? Continuity in marketing and outreach. To be effective, statewide marketing and

    outreach programs need long-term planning cycles to build and maintain lasting

    relationships, cost-effectively take advantage of mass media strategies and

    leverage additional public and private resources to make the most of the limited

    funding available.

    ? Constant information. Consumers must have constant and consistent messages to

    take action.

    ? Compelling information. To effectively communicate to consumers through mass

    media, the Internet and other forms, the messages conveyed must be clear,

    compelling and concise.

    ? Consistency and coordination across the state. In order to avoid confusing

    customers and amply compelling messages, California should coordinate

    messages and timing with the myriad of programs offered by program providers

    in the state IOUs, municipal utilities, water agencies, manufacturers, retailers,

    third parties and contractors.

    ? Leverage resources to promote energy efficiency. Given their limited funding,

    energy efficiency marketing and outreach programs need to leverage private

    sector and other resources.

    6. Program Rationale Continuity. The Flex Your Power campaign will:

    ? Build on the existing momentum, structure, relationships, materials, and strategies.

    ? Continue to work with existing and build new relationships with sector leaders

    across the state.

    ? Maintain the equity of the campaign‘s ―call to action‖ brand, Flex Your Power.

    Constant information. The Flex Your Power campaign will:

    ? Continue to employ a wide range of message delivery vehicles, including paid

    and free media, outreach and partnerships, to reach targeted audience within each

    sector.

    ? Continue to utilize a variety of marketing and outreach tools to support energy

    efficiency programs.

    Compelling information. The Flex Your Power campaign will:

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    ? Convey the energy, financial and environmental savings potential of energy

    efficiency measures.

    ? Utilize market, focus group and other research to develop and test compelling

    messages for all sectors.

Consistency and coordination across the state. The Flex Your Power campaign will:

    ? Serve as a statewide umbrella for energy efficiency marketing and outreach and

    communicate across service areas, private sector market territories and media

    markets.

    ? Provide opportunities for regional and local educational efforts to benefit from

    identification with the Flex Your Power umbrella campaign in a way that would

    be cost prohibitive for them to undertake individually.

    ? Continue to coordinate with programs and partners to reduce confusion, eliminate

    duplication, and amplify each program‘s messages.

    ? Work with stakeholders and participants in the coordinated campaign through

    regular meetings and calls, the Flex Your Power website and e-Newswire.

Leveraged resources. The Flex Your Power campaign will:

    ? Continue to develop cooperative marketing and outreach programs with

    municipal utilities, water agencies, government and the private sector.

    ? Pending approval of the Flex Your Power NOW! campaign from the CPUC,

    provide integrated marketing and outreach of energy efficiency and demand

    response.

7. Program Outcomes

    The campaign seeks to:

    ? Educate its target audiences on the economic, environmental and system

    reliability benefits of energy efficiency;

    ? Support the energy efficiency programs of the Investor Owned Utilities (IOUs),

    third-party program providers and other organizations; and

    ? Coordinate with the marketing and outreach efforts of other program providers,

    other energy industry stakeholders and customers from all sectors.

8. Program Strategy

    The 2006-08 Flex Your Power statewide energy efficiency marketing and outreach

    program will use a full and synergistic range of marketing and outreach strategies

    including television; radio and newspaper ads; earned media; printed educational

    materials; events; a website resource; an electronic newsletter; and cooperative marketing

    and outreach programs with businesses, government and nonprofit organizations. The

    program works in cooperation with the investor-owned utilities (IOUs), third parties and

    businesses, local governments, water agencies, non-profits and others including the state

    and federal government agencies with responsibility for energy and water efficiency.

When appropriate, Flex Your Power will coordinate closely with all the abovementioned

    entities. The campaign will also coordinate with demand response and renewable energy

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generation marketing and outreach programs such as Flex Your Power NOW!, which is

    an existing partnership between the IOUs, the ISO, CEC the administration and Flex

    Your Power.

The campaign design is intentionally flexible to allow Flex Your Power to take advantage

    of new opportunities over the course of the three years. In 2004-05, for example, this

    flexibility allowed Flex Your Power to take advantage of the Administration‘s request to

    host regional energy summits statewide to educate business and government leaders

    about energy efficiency. The summits drew more than 900 business and government

    leaders together with state officials and the utilities.

Another reason for flexibility is California‘s changing energy needs. In both 2004 and

    2005, Flex Your Power was able to respond to requests from the CPUC, ISO Governor‘s

    office and the utilities to integrate peak energy use reduction messaging during the

    summers. Also, when natural gas prices began to skyrocket in late 2005, Flex Your

    Power was able, once again, to respond to a request from the CPUC, Governor‘s office

    and utilities to redirect media and outreach messaging and strategies to educate the

    general and ethnic markets about reducing natural gas use.

Finally, flexibility allows Flex Your Power to develop cooperative marketing and

    outreach strategies with manufacturers and retailers. These cooperative partnerships,

    which cannot be anticipated ahead of time and respond to the private sector‘s view of

    opportunities, augment the state‘s energy efficiency marketing and outreach.

9. Program Objectives

    As an information-only program, Flex Your Power‘s efforts are not currently tied to direct energy savings goals. Flex Your Power‘s objectives include maximizing targeted reach and frequency of our general energy efficiency communications through paid

    advertising, continuing to build the subscriber base of the e-Newswire; continuing to

    drive traffic to Flex Your Power‘s website; and building new, and expanding existing, cooperative marketing and outreach programs.

Another objective is to support IOU and third party programs. Once the IOUs select these

    programs and the final plans are approved by the CPUC, EP will work with program

    providers on specific strategies.

10. Program Implementation

    10.1 Mass-Media Advertising EP will continue to produce and place television, radio and newspapers ads to educate

    California residents about the energy, financial and environmental benefits of energy

    efficiency.

The development of these ads will be informed by the results from a baseline (benchmark

    poll) in early 2006 measuring the awareness, education, propensity to act, motivators,

    messengers, sources of information, and tone. Before finalizing the ads, EP will test the

    ad concepts and messages, targeted to different audiences, in focus groups and gather

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    feedback from the integrated campaign steering committee (comprised of members from the other marketing and outreach firms and the IOUs). All technical data in the ads will be vetted with the CEC and Energy Star when appropriate.

    As it did in the past, EP will continue to refine media buys to ensure broadcast messages have the greatest impact on targeted markets. For instance, the general market media buy will reflect a targeted approach to reach those residents that are most likely to purchase energy-efficient products and appliances.

    The media buy will also be run seasonally to help ease strain on the grid during seasons with high peak demand (e.g., during the summer months to keep energy at the top of residents‘ minds), and during winter when natural gas usage is high.

    The Flex Your Power campaign will explore other mass-media opportunities, including online, direct mail and outdoor. As mentioned above, EP will also incorporate and coordinate where appropriate or as requested by the CPUC demand response and renewable energy generation messages into the overall efficiency messages.

10.2 Ethnic media partnerships

    The Flex Your Power campaign will continue to work with its existing relationships with ethnic media publications to reach non-English speaking residents. EP will continue to place advertising for a wide range of cultural groups and work with the papers to run editorial content in support of energy efficiency.

    The Flex Your Power campaign will continue to coordinate advertising with partner publications to outreach to their readers, which represent 16 different ethnicities and 13 different languages. Advertising, co-developed with the ethnic press, will follow the overarching themes of the general market campaign and be culturally relevant to the audience. Potential joint outreach strategies between Flex Your Power and partner publications include educating residents and businesses through editorial content (press releases, op-eds or articles); creating web links between media‘s and Flex Your Power‘s

    websites; and communicating with ethnic community leaders.

10.3 Educational Materials

    EP will continue to produce written educational materials. The design and content of the materials will be targeted to the audience. All materials contain consistent messages and have data and facts checked by the CEC and Energy Star when appropriate. Past and potentially future, examples of informational materials include energy saving tip cards, grocery store flyers, appliance stickers, bill inserts and payroll stuffers. All materials will be presented to the integrated campaign steering committee for input and coordination of delivery channels (e.g., retailers).

    EP will also continue to write and disseminate industry-specific case studies and best practice guides of successful projects to provide guidance on investment in energy efficiency. EP will work with program providers and partners to identify successful

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