august 27, 2010 | DRAFT in los angeles county � marketing and communications plan table of contents Summary Overview ......................................................................................................................3 Proposed.Implementation.Plan.............................................................................................10 Introduction ..................................................................................................................................11 Program Goals and Objectives ................................................................................................13 Marketing and Outreach Goals and Structure ...................................................................14 Strategy ..........................................................................................................................................18 1.. Countywide.Marketing.(and.Media.Relations).............................................................18 2.. Pilot.Marketing.Areas.....................................................................................................24 3.. Trigger-Event.Marketing.............................................................................................. .30 4.. City.and.COG.Outreach................................................................................................ .30 5.. Contractor.Marketing.....................................................................................................31 6.. Realtor.Marketing......................................................................................................... 34 7.. Retail.Partner.Marketing...............................................................................................35 8.. Multi-Family.Marketing.................................................................................................36 9.. Whole.Neighborhood.Marketing...................................................................................36 Evaluation .....................................................................................................................................37 Descriptions of Marketing/Communications Tools ......................................................... 38 Descriptions of Key Messages .................................................................................................43 AugusT 27, 2010 DRAFT marketing and communications plan | 1 summary overview � The Statewide Challenge Most.of.the.approximately.3.4.million.hous- ing.units.in.Los.Angeles.County.were.built. The.California.Public.Utilities.Commission’s. before.state.energy.efficiency.standards.(Title. (CPUC).Energy.Efficiency.Strategic.Plan.calls. 24).were.implemented,.beginning.in.the.early. for.retrofitting.130,000.housing.units.state- 1980s..A.property.owner.investment.of.$5,000. wide.by.2012,.to.increase.energy.efficiency.and. to.$15,000.to.implement.a.single-family.home. reduce.greenhouse.gas.emissions.statewide.. energy.retrofit.can.often.achieve.an.average.of. The.CPUC.has.provided.$111.million.for.utility. 20%.or.more.energy.savings. companies.to.provide.substantial.customer. rebates.for.whole.house.energy.efficiency. The.County.and.its.partners.are.collaborat- TM upgrades..Energy Upgrade California . ing.on.a.website,.community.outreach.and. is.an.unprecedented,.statewide.collaborative. countywide.advertising.to.leverage.efforts. response.to.assist.the.utilities.and.local.gov- and.funding,.and.to.maximize.participation.in. ernments.in.meeting.that.daunting.challenge.. the.Program—with.a.goal.of.property.owners. Energy.Upgrade.will.create.a.new.industry. completing.30,000.energy.efficiency.upgrades. and.transform.the.market.for.energy.efficiency. by.summer.2013..The.“Media.and.Advertising. upgrades.to.existing.buildings... Flights”.matrix.provides.an.overview.of.sched- ule.and.timing. The.overarching.goal.is.to.create.a.sustainable. market.for.a.whole.house.energy-efficiency. performance.approach.that.will.lead.to.long- Marketing Strategy term.jobs,.funded.through.the.American. The.strategy.is.entirely.research-driven,.focus- Recovery.and.Reinvestment.Act.that.was. ing.on.those.property.owners.most.likely.to. allocated.to.cities.and.counties.throughout.the. undertake.a.home.energy.upgrade..Marketing. nation. and.outreach.efforts.will.be.multi-layered.and. Energy Upgrade California in Los multi-faceted,.targeting.audiences.by.who.they. Angeles County.is.an.alliance.among.the. are,.where.they.live,.and.the.events.going.on.in. County.of.Los.Angeles,.the.Cities.within.the. their.lives..Efforts.include: County,.Southern.California.Edison,.Southern. 1. Countywide Marketing California.Gas.Company.and.the.municipally. (and Media Relations) owned.utilities.in.the.County..The.goal.is.a. “one-stop.shop”.for.property.owners.to.easily. 2. Pilot Marketing Areas find.clear,.consolidated.information.about.the. 3. Trigger-Event Marketing Program.elements,.certified.contractors,.and. all.the.rebates,.incentives.and.financing.op- tions.available.. AugusT 27, 2010 DRAFT marketing and communications plan | 3 4. City Outreach 1. Countywide Marketing and 5. Contractor Marketing Outreach Outreach.will.be.aimed.at.target.audiences. 6. Realtor Marketing through.both.mainstream.and.multicultural. 7. Retail Partner Marketing media..The.advertising.will.also.spill.over.onto. audiences.in.specific.geographic.areas..An. 8. Multi-Family Marketing overarching.layer.of.mainstream.marketing. 9. Whole Neighborhood Marketing and.advertising.will.be.aimed.at.three.audi- ences: countywide marketing/outreach tactics Cable TV City Information Out of Home Local Media Contractor Radio Local Marketing Events Community of Interest Target Online County Newsletters Community Events Newsletters Audience Ads Theaters Site Social Signage Media Direct Mail to Hot Spots Transit Shelters Retail Billboards Partners City TV Mass Media 4 | energy upgrade california™ in Los Angeles Ccounty ■■ “Early Adopters”:.Those.who.are.strong. theme.that.includes.a.mini.model.house. environmentalists,.already.poised.to.“do. that.visitors.can.“tour.”.There.are.addition- the.right.thing”.for.the.environment.and. al.proposed.events.that.utilities,.the.County. who.just.need.to.hear.about.a.program.and. or.cities.will.attend. rebates. ■■ Social Media..The.Program.will.heavily. ■■ “Retrofit-Ready”:.Those.who.are.already. use.social.media.to.reach.target.audiences. planning.home.improvements.and.just. while.minimizing.cost,.beginning.at.launch. need.a.little.more.information.about.what. and.continuing.throughout.the.Program. steps.to.take.to.save.money.and.“do.the. ■■ right.thing”.for.the.environment. Countywide Incentives..Several.con- cepts.are.being.developed,.including.incen- ■■ “Retrofit-Persuadable”:.Those.who. tives.for.energy.assessments.and.contrac- are.thinking.about.their.utility.bills,.home. tors. comfort,.and.the.environment.or.our. ■■ dependence.on.fossil.fuels/foreign.oil. Countywide Media Buys..With.a.Sep- (especially.in.light.of.the.recent.Gulf.oil. tember.1,.2010.launch.date,.media.buys. spill),.and.who.need.information.about. will.be.spread.to.avoid.the.election.month. what.types.of.improvements.they.could. of.October.2010..Buys.can.include.main- make.and.what.steps.to.take.to.save.energy,. stream.broadcast.television,.as.well.as.Uni- money.and.reduce.fossil.fuel.consumption. vision.and.NPR.stations..Social.media.buys. include.Google.AdWords.(in.English.and. Marketing.will.focus.on.each.target.audience,. Spanish).and.blog.ads..Print.buys.include. providing.impressions.close.to.their.homes. in-language.publications. and.reaching.out.to.mass.audiences,.as.shown. ■■ in.the.“target.”.Property.owners.who.are.not. Home Energy Makeover Contest.. eligible.for.or.interested.in.Energy.Upgrade. Home.Energy.Makeover.Contests.gener- California.will.find.information.about.oppor- ate.a.tremendous.amount.of.publicity.and. tunities.for.weatherization.programs,.low- have.been.successfully.conducted.in.many. income.rate.subsidies,.green.jobs.training.and. other.states.and.cities..The.concept.is.to. other.initiatives.available.to.qualified.lower. model.the.behavior.the.Program.is.trying. income.households.. to.encourage.by.showing.the.“whole.house. approach,”.how.easy.upgrades.can.be,.how. Marketing.and.outreach.countywide.will. much.the.rebates.can.reduce.overall.project. include: cost,.and.how.much.difference.upgrades. can.make.to.a.home..Two.contests.each. ■■ Direct Mail..Utilities.will.place.messages. with.5.winners.will.be.conducted,.one.at. on.outer.bill.envelopes.sent.to.custom- Program.launch.and.one.in.Spring.2011. ers..They.intend.to.send.direct.mail.about. Energy.Upgrade.to.“target.areas”.based.on. ■■ Media Relations..The.Program.will. a.combination.of.energy.usage,.age.of.home. coordinate.County,.utility,.and.California. and.household.income. Energy.Commission.California.Public.Utili- ties.Commission.efforts..Media.relations. ■■ County Events..Utilities.will.attend.large. will.be.in.three.phases:.pre-launch,.launch. events.such.as.the.September.2010.and. and.milestones. 2011.LA.County.Fairs,.with.a.whole.house. AugusT 27, 2010 DRAFT marketing and communications plan | 5 Identifying Locations of Target To.determine.where.to.create.the.intense.mar- Audiences keting.pilot.programs,.we.used.characteristics. based.on.the.statistically.significant.market. The.geographic.location.of.target.audiences. research—identifying.those.who.showed.the. will.be.identified.through.two.market.analysis. highest.interest.in.participating.in.an.energy. efforts: