Update on Ethnic Marketing and Outreach - July 10, 2012 Low Income Oversight Board.

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Presentation transcript:

Update on Ethnic Marketing and Outreach - July 10, 2012 Low Income Oversight Board

Overview 2012 Marketing & Outreach Initiatives Proposed 2012 Marketing & Outreach 2

CARE & Energy Savings Assistance Program Advertising/Direct Marketing 3

Advertising Current Advertising TacticLanguage/Ethnicity Radio IDsSpanish Print/OnlineSomali Proposed Advertising TacticLanguage/Ethnicity PrintTagalog, Chinese, Vietnamese OnlineSpanish SDG&E will collaborate with our Asian ad agency 4

Direct Marketing ProgramTypeLanguage CARE/ESADirect MailEnglish, Spanish CARE/ESA CampaignEnglish, Spanish CARE/ESAAutomated Outbound Phone Campaigns English, Spanish 5

CARE & Energy Savings Assistance Program Collateral 6

Collateral Overview Current Offerings ProgramTypeLanguage/Type CAREApplicationSpanish, Arabic, Thai, Armenian, Chinese, Farsi, Hmong, Khmer, Korean, Russian, Tagalog, Vietnamese ESAApplication, door hangers, education booklet Spanish Customer AssistanceFact sheetSpanish, Vietnamese CARE/ESAPostersSpanish, Vietnamese, Arabic Customer AssistanceBrochureBraille CAREBill insertEnglish, Spanish 7

Sample In Language CARE Application Example Instruction Page Arabic Example Chinese Application 8

9 CARE & Energy Savings Assistance Program Outreach

10 OutreachLanguage/Type Multi-Cultural/Multi- Lingual Various languages – Spanish, Vietnamese, Tagalog, Arabic Community/Faith-Based Organizations Varies by agency Seniors/DisabilitiesBraille, large font, closed caption, audio CDs, DVDs, TTY/TDD Rural CommunitiesGeographically targeted media Food Service IndustriesEnglish, Spanish

CARE & Energy Savings Assistance Program Proposed Initiatives 11

Proposed Initiatives SDG&E will work with our ethnic media agency to determine the best media buys for the intended audience. The Multi-Cultural/Multi-Lingual effort and partnerships will continue to support our ethnic audiences. SDG&E will continue to address the needs of seniors, persons with disabilities, and those with limited English proficiencies. SDG&E is working on expanding the languages offered for ESA program collateral. SDG&E is exploring ways to enhance the multiple language offerings on the website by developing landing pages for additional languages. 12