1. Statewide Marketing, Education, and Outreach ALJ Steve Roscow CPUC April 14, 2016 1

2. Agenda 9:30 – 9:45 - Introduction – Commissioner Carla Peterman 9:45 – 10:15 - The California Long Term Energy Efficiency Plan – A review of goals, strategies and accomplishments (2008 – 2016) 10:15 – 11:00 - Statewide ME&O – Evaluation Results and Discussion (Opinion Dynamics) 11:00 – 11:15 - Break 11:15 – Noon - Cross Cutting ME&O – Evaluation Results and Discussion (Opinion Dynamics) Noon – 1:00 - Lunch 1:00 – 2:30 - Revised vision, goals, objectives, and strategies for ME&O 2:30 – 2:45 - Break 2:45 – 3:30 - Budget, Governance Structure, Roles and Responsibilities 3:30 – 4:15 - Planning Process for 5 year ME&O Roadmap and 1 year Joint Consumer Action Plans 4:15 – 4:30 – Wrap up and Next Steps 2

3. The California Long Term Energy Efficiency Strategic Plan Goal: Create and launch an integrated, statewide ME&O effort for EE, including an EE brand. Goal Results: High levels of awareness statewide of the value of energy efficiency that leads to strong demand for EE products, homes, and services. 3

4. The California Long Term Energy Efficiency Strategic Plan Strategies –An Energy Efficiency Brand – “Instantly recognized brand for California EE with clear delineation of what the brand encompasses, including reducing GHG” –Integrated Marketing – Marketing messages offer bundles of DSM programs targeted to specific customer groups. Create integrated marketing plan. –Social Marketing – Use of SM techniques to create emotional and intellectual drivers for consumer to make a commitment to change. –Internet-Based Networking – Creation of a web portal that allows EE practitioners and consumers to exchange information and solutions. 4

5. SB 350 – Clean Energy and Pollution Reduction Act –Requires that California “…double the energy efficiency savings in electricity and natural gas final end uses of retail customers through energy efficiency and conservation.” 5

6. D.16-03-029 – Phase III of the ME&O Decision “…all stakeholders in this proceeding should collaborate in a process to develop a five-year “ME&O Strategic Roadmap” that will outline long-term goals, metrics, and strategies, with consideration of what contribution ME&O will play in complying with Senate Bill (SB) 350.” –The $138 million (per year) question—why ME&O? 6

7. Revised Vision 7 “All Californians will be engaged as partners in the state’s energy efficiency, demand-side management and clean energy efforts by becoming fully informed of the importance of energy efficiency and their opportunities to act. Statewide marketing, education and outreach should serve as a lead generator for local and regional programs and drive consumers to directly take actions to reduce or manage energy use in other ways.”

8. Revised Long Term Goal 8 “Statewide marketing, education and outreach will lead consumers to products, services and rates that empower all Californians to take actions that will lead to lower bills, higher energy efficiency, and more customer-owned renewable energy technologies.”

9. Revised Short Term Goal 9 “For the next two years … Energy Upgrade California is an integrated, umbrella statewide marketing, education and outreach effort that provides California residents and small business owners with information about energy concepts, programs, services, rates and benefits of taking action so that all Californians are empowered to (1) understand their energy use, the opportunities available for them to act, and the benefits of their action, and (2) take well informed action to better manage their energy use.”.

10. Current Objectives 10. i. Use the Energy Upgrade California brand to educate consumers about the Home Upgrade programs, why energy use matters, how California homes and businesses use energy, as well as energy efficiency, demand response, distributed generation, and energy management actions available to them. ii. Encourage consumers to engage with resources and tools to learn more about their energy use. iii. Inform consumers about the benefits of participating in local program opportunities, seasonal opportunities, or no/low cost actions.

11. Current Objectives 11. iv. Provide direction about how consumers can learn more about and enroll in local program opportunities and time sensitive opportunities, or how to take no/low cost actions. v. Identify and pilot messaging and message delivery for partners that complements existing utility partnerships, including, local governments, community-based organizations, retailers, and realtors. vi. Identify and pilot methods to provide information to small business owners.

12. Current Objectives 12. vii. Work with a marketing firm, and use behavior research to develop a social marketing campaign. viii. Coordinate local, regional, and statewide marketing efforts, messaging, and tactics. ix. Develop an Evaluation, Measurement and Verification roadmap for utility local marketing, and statewide marketing to understand the impacts of local, utility-led marketing, and how local and statewide efforts can best be coordinated and complimentary. x. The ME&O implementer will be a participant in the EUC Home Upgrade program coordination, and take a leadership role when matters relate to protecting the EUC brand, and statewide marketing program goals, objectives and strategies.

13. Question to Stakeholders 13. How should existing strategies and measureable objectives be updated to reflect the vison and goals?

14. 2015 ME&O Budgets – All Customer Programs 14 PG&ESCESCGSDG&ESo Cal REN Bay REN Energy Efficiency 35,060,85414,157,6892,347,8745,394,5794,631,0302,607,000 Other37,379,18220,365,078?16,228,106 ? Total72,440,03634,522,7672,347,87421,622,6854,631,0302,607,000 Grand Total: $138,171,392

15. Calspree ME&O Budgets 15.

16. Budget 16.

17. 17.

18. Governance 18.

19. Question to Stakeholders 19. How should existing Roles and Responsibilities be updated to reflect the revised governance structure?

20. Planning Process 20. Schedule April 22Workshop Comments due to rory.cox@cpuc.ca.gov May 2RFP for ME&O Vendor Released August 15Winning bid awarded via proposed decision SeptemberIOU Energy Efficiency Business Plans filed September 15Winning bid finalized with Commission vote October 1Vendor contracts begins October – DecemberStakeholders create 5 year ME&O Roadmap January 2017 Stakeholders create 1 year Communication Plan

21. Question to Stakeholders 21. What should be included in the plans? What should not?

22. Comments and questions to: Contact Info: Rory Cox Rory.cox@cpuc.ca.gov (415)703-1093 22