Best Practices and Lessons Learned TVP Marketing, Education and Outreach

1. Best Practices and Lessons LearnedTVP Marketing, Education and Outreach CPUC Residential Rate Rulemaking Workshop July 31, 2014

2. Stakeholder Outreach & Engagement Is Essential • Messaging with over 250 Energy Solutions Partners to promote various programs and services • Presentations & Trainings with Energy Solutions Partner Network • Customer tailgate events held at Branch Office locations to promote energy-saving solutions including My Account Hewlett Packard Employee Fair

3. Provide Personal Solutions

4. Effective Marketing and Outreach Tactics • The three highest enrollment weeks were the result of direct mail and email of welcome kits and outreach.  • RYU was the beginning of SDGE educating and communicating with customers about the fact that we need them to pay attention to when they use their energy • This set the foundation for SPP and for future TVP rates.

5. Reduce Your Use “Whenergy” Microsite

6. Customers have a limited understanding of rates • Many SDG&E customers are either unsure about their energy rates or have misperceptions around them. • Source: SDG&E 2011 HAN Segmentation, Kelton Research

7. Customers do not want risk Bill protection will strongly influence decisions to try a TOU rate Rate Choice “I think for people who either want to save money or energy, (or both) this will work. Some will continue their usage the same as always, either because their schedules are inflexible or they are.” Rate Plan Preference • SDG&E SPP Residential Segmentation Study, 2011

8. Customers want it to fit their lifestyle Many customers say they would not be able to shift usage away from the peak hours, especially if the peak is 2 – 9 p.m. If customers are not home during the day, they don’t see a way to shift usage to other times, and don’t seem to understand that they can still save money even if they use energy during a portion of the peak time period. • Why would you be unlikely to consider a TOU plan? • “We both work. It would be difficult to shift much usage away from the 5-9 time period. Its when we are home and can get things done, and when we want the house comfortable.” • “Life is complex and electricity is what we live by! It is not likely I’d shift usage because of cost as time is a variable in getting projects accomplished!” • “Work and time at home are fixed. Does not leave much option to stay up at night to run equipment when you have to sleep.” • “I'm at work during the majority of the lower priced hours. When I get home during the evening and use the majority of my power from 5-9 pm it is the peak time." • Q: Time of Use pricing is an electric plan that has a higher rate during the peak hours of (11am-6pm or 2pm-9pm) on weekdays and a lower rate the rest of the time, including weekends. If you were to use most of your electricity outside the peak hours, or if you could shift your electricity usage away from those hours, you could save money on this type of plan. Source: SDG&E Residential Customer Insight Panel, Jan’13 & Apr’14

9. Make It Easy to Understand