Project Description

The CPUC (California Public Utilities Commission) and all of California’s major IOUs (investor owner utilities) were faced with a complex challenge–How to reach every Californian rate payer to establish a new type of relationship while, simultaneously, introducing an entirely new pricing structure. We established a four-year strategic and tactical plan that is currently driving both the CPUC and IOU marketing to achieve both rate and relationship goals–all in a state with the world’s 6th largest economy.

Some of the marketing services we provided:

• Four year go-to-market and marketing strategy for the CPUC and each of the the three major utilities (PG&E, SCE and SDG&E)
• Defined the messaging platform and key message points for both the state and each of the regions
• Statewide and utility-specific tactics:
  • Direct marketing
  • Mass media
  • Digital & social media
  • Media plans and budgets
• State-wide and geo-centric audience segmentation
• Measurement plan, KPIs and metrics
• Bill comparison strategy and tactics
• Marketing and oversight committee team (re)structure

Project Details

• ClientCalifornia Public Utilities & IOUs
• FocusRepositioning Energy and New Rate Structure Introduction
• ServicesMarketing, messaging and media strategy with tactical plans
• GeographyCalifornia