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