1. Peak Time Savings Marketing Plan September 24, 2014

2. Confidential and Settlement-Related; Not for Use in Any Proceeding 2 Table of Contents Background Objectives & Strategy PTS Marketing Tactics Tactic Timeline PTS in AMI Deployment Materials PTS Materials Appendix PTS Materials PTS w/ DLC Materials Market Research PTS In-Market Testing PTS w/ DLC In-Market Testing GE Smart Appliance Giveaway

3. Confidential and Settlement-Related; Not for Use in Any Proceeding 3 Background Peak Time Savings-specific marketing is a sub-set of overall AMI outreach and education efforts As part of AMI efforts, PTS will be promoted and enrollment encouraged The first Peak Time Savings Hours will occur in summer 2015 Enrollment opens October 2014 and will remain open thereafter To participate in 2015 Peak Time Savings Hours, enrollment must occur by April 30, 2015  Customers who enroll on or after April 30, 2015, can participate in 2016 Peak Time Savings Hours and messaging will be tailored Signup can occur online, phone (through the VRU or agent), or by mail Research on messaging is complete and has been reflected in PTS marketing materials The first year of enrollments and participation levels will be used to evaluate the enrollment process A Direct Load Control (DLC) pilot for PTS will occur in summer 2015, and this plan also addresses DLC materials

4. Confidential and Settlement-Related; Not for Use in Any Proceeding 4 Objectives & Strategy Objectives: PTS will support the overall AMI outreach & education objectives & strategies Help customers understand the value and benefits of EIMA and AMI Enhance the customer experience by providing actionable information, easy access to information & ease of enrollment Strategy: ComEd will incorporate PTS enrollment messaging into the AMI deployment communication series at the “educate” and “engage” phases o Deployment doorhanger o Post-deployment welcome mailings o ComEd.com/SmartMeter, ComEd.com/SmartGrid, and ComEd.com/PTS o Outreach events (informational handouts, videos, personal interactions) In addition, ComEd will implement specific outreach to the eligible customers at the “engage” and “advocate” phases o Customers who have not enrolled will receive PTS marketing materials to promote enrollment during Jan-April of each year o Advocate phase involves creating advocates through collaboration and engagement  Enrolled customers will receive marketing focused on participation and will be encouraged to share their experiences with others through social media AMI deployment materials at the educate and engage phases will promote PTS enrollment Additional PTS marketing will occur at the advocate phase for enrolled customers

5. Confidential and Settlement-Related; Not for Use in Any Proceeding 5 PTS Marketing PTS enrollment will be promoted in the following ways By leveraging existing AMI outreach & education during deployment (currently being done) By initiating a PTS marketing campaign promoting enrollment at the beginning of each calendar year AMI outreach and education is being leveraged to include PTS enrollment promotions o Deployment door hanger o Post-deployment welcome mailings o ComEd.com/SmartMeter, ComEd.com/SmartGrid, and ComEd.com/PTS o Event assets, such as videos and informational handouts Launch PTS marketing campaign in the fall, 2014 o In-market test of PTS materials o In-market test of PTS with DLC Optional Technology offers o Drive initial enrollments in PTS program An annual PTS marketing campaign will occur Jan-April to customers not enrolled in PTS o Focus on a simple “enroll” message during the period of time before enrollment closes for the upcoming summer season o Communications delivered to all eligible customers who have not enrolled o Communication series will include bill insert, direct mail and robo-call

6. Confidential and Settlement-Related; Not for Use in Any Proceeding 6 Tactics AMI Deployment Community Events: promote PTS at events where deployment has occurred (brochures, enrollment kiosk, videos) AMI Deployment (Phased) Communications: door hangers, post-deployment mailer AMI Workshops: promote PTS enrollment, kiosk, brochure YouTube Brand Channel Communications that Target Only PTS-Eligible Customers Oct – Nov, 2014: bill insert, direct mail campaigns, direct mail re-mail campaigns Jan – Apr, 2015: bill insert, direct mail campaigns, direct mail re-mail campaigns, robo-calls Communications that Target Only PTS Participants May, 2015: reminder communication June – Aug, 2015: pre-event communication (text, email or robo-call) June – Aug, 2015: post-event performance report (email)

7. Confidential and Settlement-Related; Not for Use in Any Proceeding Tactic Timeline, 2014 - 2015 7 Each Peak Time Savings Event is: o Preceded by an alert message to participants (email, robo-call, text) o Followed by a performance report (email)

8. Confidential and Settlement-Related; Not for Use in Any Proceeding PTS in AMI Deployment Materials 8 Smart Meter Door Hanger

9. Confidential and Settlement-Related; Not for Use in Any Proceeding PTS in AMI Deployment Materials 9 Smart Meter Post- Deployment Mailer

10. Confidential and Settlement-Related; Not for Use in Any Proceeding 10 PTS Materials (to customers with smart meters installed prior to July 31, 2014) PTS Program Marketing Materials (to approximately 280,000 AMI customers) PTS with DLC Technology Pilot Marketing Materials (to as many as 55,000 AMI customers) Bill Insert Letter + FAQLetter + Brochure Envelope Messaging Web Page

11. Confidential and Settlement-Related; Not for Use in Any Proceeding APPENDIX 11

12. Confidential and Settlement-Related; Not for Use in Any Proceeding 12 PTS Bill Insert

13. Confidential and Settlement-Related; Not for Use in Any Proceeding 13 PTS Letter

14. Confidential and Settlement-Related; Not for Use in Any Proceeding 14 PTS Brochure

15. Confidential and Settlement-Related; Not for Use in Any Proceeding 15 PTS FAQ

16. Confidential and Settlement-Related; Not for Use in Any Proceeding 16 PTS Envelopes

17. Confidential and Settlement-Related; Not for Use in Any Proceeding 17 PTS / DLC Letters NOT FINAL IMAGE

18. Confidential and Settlement-Related; Not for Use in Any Proceeding 18 PTS / DLC Optional Technology Offers NOT FINAL IMAGE

19. Confidential and Settlement-Related; Not for Use in Any Proceeding 19 PTS / DLC Optional Technology Offers NOT FINAL IMAGE

20. Confidential and Settlement-Related; Not for Use in Any Proceeding 20 PTS / DLC Optional Technology Offers NOT FINAL IMAGE

21. Confidential and Settlement-Related; Not for Use in Any Proceeding 21 Market Research To prepare for the PTS open enrollment and to plan for the DLC pilot, ComEd conducted 14 iterative focus groups between April 23 – June 18, 2014. Comprised of residential customers who had already received smart meters Included two groups conducted in Spanish with Spanish-dominant customers PTS Program Research Objectives Develop materials that enable residential customers to gain an accurate understanding of PTS. Optimize elements of the initial PTS direct-mail communication to encourage enrollment. Explore the potential for other communication tools – specifically, bill inserts and the ComEd.com/PTS Web site – to support enrollment in PTS. Gain insight about customer likelihood to enroll in PTS and participate in program. Identify factors likely to affect residential customers’ response to PTS materials. Learn when customers typically prefer to receive PTS materials. DLC Pilot Research Objectives Learn what factors may influence customers’ motivations with respect to enrolling in the DLC pilot. Explore issues associated with the DLC pilot materials, including overall comprehensibility and possible interaction effects with the PTS materials.

22. Confidential and Settlement-Related; Not for Use in Any Proceeding 22 PTS In-Market Testing in 2014 Bill Insert (300,000) Mailing 1 (280,000) Cell 1A Letter (+)BRE (+) FAQ (+) EO (EC) Envelope: Earn a credit on your electric bill (56,000) Remail Cell R1A Letter (+) BRE (+) FAQ (+) EO (EC) Envelope: Earn a credit on your electric bill (56,000) Cell 1B Letter (+) BRE(+) Brochure (+) EO (EC) Envelope: Earn a credit on your electric bill (56,000) Remail Cell R1B Letter (+) BRE(+) Brochure (+) EO (EC) Envelope: Earn a credit on your electric bill (56,000) Cell 1C Letter (+) BRE (+) OE (IA) Envelope: Important information about your account (56,000) Remail Cell R1C Letter (+) BRE (+) FAQ (+) EO (IA) Envelope: Important information about your account (56,000) Cell 1D Letter (+) BRE (+) Brochure (+) OE (IA) Envelope: Important information about your account (56,000) Cell 1E Letter (+) BRE (+) Brochure (+) EO (SM) Envelope “Look what your smart meter can do for you” Identifier (56,000) September 30 th –October 31, 2014 October 10, 2014 November 10, 2014 A two-stage mailing campaign using different envelope messaging and enclosures to identify the most effective communications materials with which to conduct the 2015 PTS enrollment campaign (Feb-March) Letter + FAQ Letter + Brochure Three different envelopes Followed by re-mail to three cells in Nov Customers may enroll via mail, phone or online

23. Confidential and Settlement-Related; Not for Use in Any Proceeding 23 PTS with DLC In-Market Testing, 2014-2015 Requirement to test the appeal of DLC Technologies among customers Segments established according to single family (SF) and multi family (MF) customers Three DLC technologies are each tested among these SF and MF customer segments Will conduct Jan and Feb mailings if enrollment targets for each test cell are not reached Customers may enroll via phone or online Bill Insert Mailings (1, 2, 3, 4) List: Randomly assign 55,000 DLC names from the total universe of 335,000 eligible Smart Meter customers into Groups 1, 2, 3, 4, 5 (55,000) Group 1 Single Family Letter (LNI-Elevate) (+) BRE (+) Brochure (+) EO (EC) Envelope: Earn a credit on your electric bill (+) No Insert/Control (10,00) Group 2 Single Family Letter (LCAC) (+) BRE (+) Brochure (BCAC) (+) EO (EC) Envelope: Earn a credit on your electric bill (+) Insert (ICAC): DLC device for central AC (15,000) Group 3 Single Family Letter (LPCT) (+) BRE (+) Brochure (BPCT) (+) EO (EC) Envelope: Earn a credit on your electric bill (+) Insert (IPCT): (thermostat) (10,000) Group 4 Multi-family Letter (LNI – Echo) (+) BRE (+) Brochure (+) EO (EC) Envelope: Earn a credit on your electric bill (+) Insert: none/Control (10,000) Group 5 Multi-family Letter (LRT) (+) BRE (+) Brochure (BRT) (+) EO (EC) Envelope: Earn a credit on your electric bill (+) Insert (IRT): DLC device for plug-in AC with Remote Therm (10,000) September 1 st, - October 31, 2014 5 Letter versions 1 Envelope 3 Inserts 1 Brochure October 10, 2014 November 10, 2014 January 5, 2015 February 2, 2015

24. Confidential and Settlement-Related; Not for Use in Any Proceeding 24 GE Smart Appliance Giveaway Marketing has developed the framework for a contest that would:  Generate meaningful and sustained customer participation in PTS  Effectively reach customers enrolled in PTS  Use GE appliances as contest prizes  Promote broad awareness of the benefits of AMI and AMI-enabled products and services Contest will debut to enrollees in a reminder campaign sent in May, 2015– just before the PTS “season” begins  “thanks for enrolling in PTS”  “this is a reminder that you could receive three-to-five Peak Time Savings Hours notifications this summer”  “you’ll earn a bill credit for the amount of electricity you save during these hours”  “to kick-off the inaugural year of PTS, ComEd is adding a little excitement with some great prize giveaways”  “for every kWh you reduce after each Peak Time Savings Hours, you’ll be given additional entries in a random drawing to win a brand new smart appliance from GE”  “a winner will be drawn on live TV the very next evening after the Peak Time Savings Hours” All PTS participants have at least one chance to win For every PTS cent credit earned during a PTS event, participants will receive a virtual lottery ticket to increase their chance of being randomly selected during a random drawing the very next day