Presentation on theme: "August Stakeholder Meeting August 7, 2014 Agenda Paid Media Campaign Creative Earned/Social Media Brand Management Website/Digital RFQ Community Based."— Presentation transcript:
August Stakeholder Meeting August 7, 2014
Agenda Paid Media Campaign Creative Earned/Social Media Brand Management Website/Digital RFQ Community Based Organizations Retail Mobile Education Digital Marketing ICP Phase 2
Paid Media Update
Summary of Paid Media July Save Water & Energy Campaign July 1 – July 7 - :60 radio statewide July :60 Asian radio – statewide July 14 – July 20 - :60 Hispanic radio – statewide July 4 – July 17 - :60 TV in NCM & Screenvision Theatres
Paid Media - August August 11 – August 31 Stay Golden Brand Campaign - :30 General, Asian & Hispanic Radio Statewide - :30 TV Cable Statewide - :15 Network TV Statewide - : 30 TV spot NCM & Screenvision Cinemas Save Water & Energy Campaign - :30 General, Asian & Hispanic Radio Statewide - :30 TV Cable Statewide - :15 Network TV Statewide - Digital Banner Ads
Paid Media - September September 1 – September 30 Flex Alerts - Digital Banners & :15 videos online Lighting Education - Digital banners & :15 videos online - General market, Asian & Hispanic radio Plug Load/Electronics - Digital Banners & :15 videos online - General market, Asian & Hispanic radio Recycling Appliances/Energy Efficient Appliances - Digital Banners - General market, Asian & Hispanic radio
Radio Spots LumensVampire
Experiential Events Update
Experiential Events July July 4- 6 – Padres Game July 8 – 9- Angels Game July 11 – 13 – CA State Fair – Sacramento July 16 – 20 – Napa Town & Country Fair July 22 – 23 – Angels Game July 22 – 24 – Oakland As Game July 24 – 27 – World Series of Beach Volleyball Long Beach
Experiential Events August August 1 – 3 – Santa Clara Fair August 1 – 3 – Fresno Grizzlies Game August – Oakland As Game August 7 – Angels Game August – Nike Basketball Tour – LA Live August 12 – 13 – Angels Game August 14 – 17 – Humboldt County Fair - Ferndale
Earned/Social Media Update
Press Release: Save Water & Energy. Ask.com Biospace Bloomberg Businessweek Financial Content Markets Digital Journal Fat Pitch Financials Fin Win GTN News Industrial Info Resources iStock Analyst KFMB KMPH KNDU KUSI Minyanville Media Money Show OSIX Pettinga Reuters Review Seeker The Sacramento Bee San Diego Union Tribune Securities Technology Monitor Stock Nod The Street The Street Sweeper Ticker Tech TownHall Tutorial Finder TV Newsday Vision Monday Wall Street Select Investor WMC World Net Daily Yahoo! Finance
Earned/Social Media Update Press Release: Summer Sweepstakes Ask.com AZTV Biospace Bloomberg Businessweek CBS Local Digital Journal Fat Pitch Financials Fin Win Financial Content GTN Industrial Info Resources Investor Point iStock Analyst IT Briefing KFMB KMPH KUSI Minyanville Money Show OSIX Pettinga Red Orbit Reuters The Sacramento Bee San Diego Union Tribune Securities Technology Monitor Solar Thermal Magazine Stock Nod The Street The Street Sweeper Ticker Tech Townhall TV Newsday Vision Monday Wall Street Investor WMC WND Yahoo! Finance
Earned/Social Media Update Energy and Water Op-ed by Sandoval Hoy LASan Luis Obispo TribuneThe Antelope Valley Times TV & Radio Appearances KXTV Sacramento KCBS San Francisco/Bay Area KTVU San Francisco KPBS San Diego
Earned/Social Media Update Social Media Updates Facebook Fans = 20,982 Twitter Followers = 3,161 Popular hashtags that saw the most retweets: – #StayGoldenCA – #energy – #money – #drought – #FunFactFriday
Earned/Social Media Update Social Media Promotions #StayGoldenCA Contest – Dates: June 30 to August 1 – Objective: Build consumer database / generate -sign up Increase FB and Twitter followers and drive traffic to the website Build awareness and meaning behind “Stay Golden” – Results: 442 total entries, 273 opt-ins
Earned/Social Media Update Social Media Promotions Real People Stories – Dates: July 21 to August 1 – Objective: Use incentives to get Fans and Followers to tell Energy Upgrade CA their stories of what they have done to manage their energy use. These stories will be used for future earned media activities. – Received 36 entries.
Earned/Social Media Update Social Media Promotions Instagram Promotion – Timing: Started on August 5 – Objective: To create a steady stream of awe-inspiring images illustrating how Californians keep their state golden using the #StayGoldenCA hashtag.
Earned/Social Media Update Instagram Promotion cont. – By working with targeted Instagram Influencers we will boost Energy Upgrade CA’s overall brand awareness on the Instagram platform, contest entries, and mentions of #StayGoldenCA, creating sustained awareness past the contest.
Earned/Social Media Update Upcoming Topics Lighting – Using earned/social media and promotions to educate our target audiences on lumens, Kelvins, lighting labels and specialty bulbs. – Timing: August
Earned/Social Media Update Upcoming Topics Appliance Upgrade/Recycle – Using earned/social media to educate our target audiences on how much energy an old appliances uses vs. a new one, and how to upgrade/recycle their old appliances. – Timing: September
Earned/Social Media Update Upcoming Topics Plug Load – Using earned/social media and promotions to educate our target audiences on vampire loads and the number of items today’s households have plugged in. – Timing: September – mid-October
Energy Upgrade CA received its formal Registration mark. – All Energy Upgrade CA and Home Upgrade logos now have the ® symbol.
Brand Management Home Upgrade Contractor Webinar for Updated Home Upgrade Brand Guidelines. – 10 a.m., Tuesday, August 19 – 4 p.m., Thursday August 21 New Home Upgrade logos now available with the Registered mark. Signed BSA’s due this week.
Website/Digital RFQ Update
Website RFQ Update Website developed on Sitecore CMS Staging site is in beta and being reviewed Rebates, contractor directory and all Home Upgrade pages successfully migrated Webinar will be held to train rebate and Home Upgrade program managers on how to update rebates and contractors using Sitecore Awaiting approval by CPUC to launch site
Interactive Tool RFQ Update RFQ was reviewed by IOUs, CPUC &Energy Commission RFQ was distributed to 18 firms and posted on diverse and small business websites Proposals are due August 19
Runyan, Saltzman & Einhorn distributed RFP for Grants to 79 community based organizations Three webinars were held to assist organizations in answering RFP – topics for webinars were: event marketing, social media tactics and reaching disconnected audiences Proposals are due August 8 Selections of winners will be August 24 Training of CBOs will begin the week of September 8 Lauri Walker hired as Manager, Community Ambassadors
BDS Marketing, Inc Strategy & Plan – Review of plan by stakeholders either via webinar or at quarterly stakeholder meeting week of 8/25 Calendar – CSE uploading initial information – Trumba training by BDS in the coming weeks Implementation – Retailer engagement (ongoing) – September (soft launch)
Mobile Education Update
Momentum Worldwide Contract in final signature process Strategy – V1.0 DRAFT Implementation – Plan a November launch for new assets – Current Energy Upgrade California Roadshow Activated: September – October to promote Home Upgrade November – December: Retail, as applicable 2015: Retail & TBD
Digital Marketing Update
Digital Marketing Agency Update RFP was distributed to over 30 agencies and posted to diverse and small business websites Received proposals from eight firms – Digital First, Dumont Project, Lowe Profero, Mirror, Possible, Propane, SEOP and Trinet Interviews with Digital First, Lowe Profero, Possible and SEOP to be held 8/7 and 8/8 Selection of firm to be week of 8/11
ICP Phase 2
CPUC received comments from IOUs and RENs Reviewing comments and will provide feedback to CSE on August 13. CSE to revise ICP and send final version week of 8/18.