2018 Marketing & Outreach ComEd Income Eligible Offerings December 11, 2018 | C O N F I D E N T I A L | Income Eligible Offerings Single-Family Home Energy Upgrades Multi-Family Energy Upgrades Public Housing Energy Upgrades Affordable Housing New Construction Instant Lighting Discounts Food Banks – LED and product distribution Energy Savings Kits 2 What We Did in 2018 ✓ Email 3 Mass Media IE Ad Campaigns ✓ Direct mail ✓ Lighting Discounts ✓ Events ✓ Multi-Family Energy Upgrades ✓ Bill inserts and ✓ Single-Family Energy Upgrades Newsletters ✓ Social media ▪ TV, radio, cinema ✓ Videos ▪ Print, social media & digital ✓ Web content creation ▪ Out of Home, e.g., billboards, ✓ Market research transit ads ✓ Blitz campaigns ✓ Radio interview segments 3 Strategy ✓ Most tactics are focused on specific offerings, targeted to specific customer segments ✓ Focused approach: high impact & new programs, hard-to-reach customers ▪ Multi-Family Energy Upgrades ▪ Lighting Discounts ▪ Home Energy Upgrades ✓ Informed by 6 customer focus groups and 9 multi-family roundtable council meetings (6 roundtables completed in 2018) ✓ Used traditional tactics and new models ✓ Worked with a diverse network of messengers 4 Website Find a Retailer 5 Brochures And Flyers 6 Direct Mail and Email 7 Bill Inserts & Newsletters 8 Events 2018 48 IE-only, 185 ComEducation, 117 blitz events Customer Facing Events Small Workshops ▪ ComEd and Peoples Gas ▪ Legislator and local Open House at Malcolm X official meetings and ▪ Jobs Fair in Bronzeville district events ▪ Chinatown Boat Race ▪ Senior centers ▪ Kidzfest ▪ Stakeholder meetings ▪ Bud Billiken Parade ▪ Back to School ▪ Fiesta Boricua ▪ African Festival of Arts 9 Events – Associations & Organizations IL Housing Development Authority and Illinois IEMS Housing Council IL Governor's Conference on Affordable Housing IEMS National Multifamily Housing Council 2018 NMHC Research Forum IEMS Catholic Charities SW Regional Gala Catholic Charities Consortium for Housing and Asset IEMS Management 2018 Annual Conference "Welcome Home" Real Estate and Community Resource IEMS West Cook Homeownership Center Expo IEMS Chicago Housing Authority Owner's Symposium 2018 IEMS BizNow Real Estate News Site BisNow Multifamily Annual Conference Midwest IEMS USGBC/ComEd Greenbuild Communities and Affordable Homes Summit PHES IAHA 2018 Maintenance/Management Clinic Northern Illinois Council of Housing PHES Authorities (NICHA) Quarterly Membership Meetings PHES/IEMS ILNAHRO Annual Conference NP Illinois Action for Children Annual Conference NP Illinois Green Alliance Energy Efficiency Success Stories NP Chicago Green Theatre Alliance E-Waste and Textile Drive NP Early Childhood Directors' Council Roundtable Meeting NP Forefront Green for Green NP/IEMS Chicago Urban League Energy Resource Fair NP The Renaissance Collaborative Human Sustainability Summit NP Illinois Action for Children Annual Social and Emotional Symposium NP/IEMS Illinois Green Alliance Energy Efficiency Idea Exchange Workshop 10 Neighborhood Blitzes ✓ Concentrated efforts in high IE density areas to drive program participation and build momentum ✓ 2018 focus on Multi-Family Program & Lighting Discounts ✓ 3 select geographic areas selected for 2018: ▪ Bronzeville, South Suburbs, Aurora/West Chicago ✓ Worked with local officials and key organizations to develop strong partnerships ▪ Helped spread the word via their email and print promotion, social media messaging ✓ Direct mailers and advertising ✓ 117 local events in 3 blitz areas; great opportunity for direct customer discussion 11 Partner Promotion Boxville Bronzeville Community Alliance 2nd District CAPS 12 Outreach Results – 3 Blitzes Multi-Family Building Leads: 70 Multi-Family Unit Leads: 5,837 Multi-Family Tenants Engaged: 400+ Single-Family Residents Engaged: 1,165+ Property Managers Engaged: 23 Partner Organizations Engaged: 34 Outreach Events Attended: 117 13 Partnerships and Property Managers Property Managers: • Pangea Real Estate • Catholic Charities • Jesse Jackson Jr. Senior Housing Center • Baum Realty • 2000 Illinois Apartments • Draper & Kramer • Prairie Shores Property Management Partner Organizations: • Sierra Club – Aurora • Prisco Community Center – Aurora • First United Methodist Church – West Chicago • Center for New Horizons • 2nd District CAPS • Bronzeville Community Alliance • Calumet City Lions Club • Chicago South Community Development Center • Family Christian Health Center- Harvey, IL • Harvey Senior Advisory Board • Posen Fire Department • Posen Neighborhood Watch Group • Robbins Community Center • Robbins Police Department 14 Multi-Family Mass Campaigns ✓ Direct Mailers ✓ Billboards & Transit Shelters ✓ Print (La Raza, El Dia, Defender, Joliet Herald, Chicago Tribune targeted) ✓ Digital Ads, Google Adwords & Social Media ✓ April – June 2018 15 Results from IE Multi-Family Campaign Digital - Total impressions (times seen) = 15,785,205 Click throughs (CTR) to website = 66,039 Paid Facebook CTR = 2,614 Email blasts CTR = 3,190 Print ads in local newspapers generated a nice number of leads 16 Lighting Discounts Mass Campaign ✓ Direct Mailing ✓ Transit Shelter & CTA Cards ✓ Cinema, Television (WCIU), and Radio (e.g., WOJO, WPPN, WGCI) ✓ Print (El Dia, Lawndale News, Chicago Crusader) ✓ In-Store POP signage and events ✓ April, June, August 2018 17 Results from IE Lighting Discounts Campaign Digital - Total impressions (times seen) = 5,358,428 Click throughs (CTR) to website = 43,700 (high rate) High percentage of customers recall seeing TV (50%) and billboard = 46% 18 Single-Family Mass Campaign ✓ Bill Insert & ComEd Newsletter ✓ Transit Shelters ✓ Print ✓ Digital ✓ Telemundo & Univision live reads, digital, mobile and HPTO In Market Now through mid-January 19 Lessons Learned ✓ Various types of tactics are required for multiple touches before customers act ✓ Targeting of segments and hyperlocal tactics works well, though mass messaging can be used intermittently ✓ Partner organizations and relationships with community leaders are key to help drive participation ✓ Events that engage directly with customers are also highly effective ✓ Listening to customers gives us great insight into what’s important or confusing to them 20 Look Ahead – 2019 ✓ Use many similar tactics as in 2018, but less in mass marketing and more in local/hyperlocal ✓ 3 blitz campaigns planned: ▪ Southside Chicago – Englewood, West Englewood, Chicago Lawn ▪ West Side Chicago – Austin, East and West Garfield, Lawndale ▪ Rockford ✓ Continue to identify partners and advocates ✓ Engage with municipalities more ✓ Conduct additional market research to inform on ways to overcome barriers, especially with multi-family and ethnic demographics 21 Special Thanks ✓ Community Action Agencies ✓ Chicago Bungalow Association ✓ Chicagoland Vintage Home Association ✓ Our Implementation Contractors ▪ Elevate Energy ▪ Franklin Energy ▪ Resource Innovations ▪ ERC ▪ CLEAResult ▪ Seventhwave ✓ The IQ North Advisory Committee 22.