1. © 2006 The Gas Company. All copyright and trademark rights reserved. LIOB Subcommittee: Marketing & Outreach 2012-2014 Application August 30, 2011 San Francisco, CA

2. 2 Current Programs in Low-Income Application 1. California Alternate Rates for Energy (CARE): Enrolled customers get a 20% discount on their monthly gas bills. Qualified new customers also receive a $15 discount on the Service Establishment Charge. Customers understand discount program and easy to enroll Outreach to hard-to-reach, disabled, and Limited-English Proficient customers 2. Energy Savings Assistance Program: Qualified renters/homeowners receive no-cost energy-saving home improvements such as door weather-stripping, low-flow showerheads, energy-efficient appliances and minor home repairs. Customers go through multiple steps to participate, requires income- qualification and home assessment Outreach to targeted CARE enrolled customers and qualified homes

3. 3 How Customers are Targeted Mass media primes the pump ► increases awareness and interest, in general markets and in ethnic communities, leading to better responses to direct marketing and outreach efforts. Television Radio Newspapers Web / Social Media Targeted / Direct marketing provides us with measurable results. Direct Mail Automated Outbound Calls Targeted email blasts

4. 4 Current Marketing & Outreach Tactics TV – Spanish Univision Telethon, Quarterly Event TV – Interviews and Program Promotion Print / Radio / Outdoor Ads / Online Ads Public Affairs / Media Relations Outreach / Community Events Mass Media Activities

5. 5 Current Marketing & Outreach Tactics Direct Mail Automated Outbound Calls Bill inserts E-mails Web-generated leads Targeted door-to-door canvassing Targeted Outreach Activities* * Due to the size of our Hispanic audience, most communications are provided in both English and Spanish

6. 6 Current Marketing & Outreach Tactics Enrollment and Outreach Partnerships Los Angeles Unified School District Deaf and Disabled Communities Braille Institute Deaf Community Services 211 Referral County of Los Angeles DPSS – SNAP, TANF / CalWORKs Eastern Municipal Water District Imperial Irrigation District Burbank Water & Power Capitation Agencies

7. 7 Other Methods that Drive Enrollments Extensive press coverage through news releases and press conferences Residential/business customer newsletters, other targeted newsletters Customer case studies in residential and business email Utility websites Community Advisory Councils Leveraging between different low-income programs. Diverse business enterprise (DBE) network Business leader outreach Briefings -- elected officials, community-based organizations, others Expanded translations of customer assistance materials Online and phone enrollment for programs Materials at company branch offices, special seminars, other events Customer contact centers, support multiple languages Churches, ethnic affiliate groups, senior organizations and others

8. 8 Mass Media Example: targeted bus shelters around low-income communities English Spanish

9. 9 Mass Media Example: Newspaper Ads Adelante Valley Press City News Ontario Chino/Chino Hills Champion Weekly Star Highlander Tulare Voice Bakersfield Voice Calexico Chronicle/Imperial Valley Weekly LA Watts Times LA Sentinel Buena Park/Anaheim Independent Riverside Black Voice News Inglewood California Crusader

10. 10 Examples of Ethnic Outreach & Communications Asian Campaigns Newspaper ads in Chinese, Korean, Vietnamese DVD promotion of Energy Savings Assistance Program in Mandarin Chinese, Cantonese, Korean, Vietnamese, and Tagalog Spanish Campaigns Spanish newspapers, radio, and TV shows DVD promotion of Energy Savings Assistance Program in Spanish Sponsorship of events and advertising throughout Southern California, targeting Hispanic and African-American communities LAUSD parents event and kids on NSLP FAME church-sponsored back-to-school event Different assistance campaigns advertised in different community newspapers

11. 11 Additional Communication and Outreach CBO E- newsletter Quickly disseminates news and information to Community- Based Organizations and Community Leaders.

12. 12 Proposed Marketing & Outreach in Application Continue what works and continue to have a mix of Mass Media and Targeted Outreach to enroll all eligible and willing customers. Enhance customer information and preferences to provide more tailored and effective campaigns to seniors, persons with disabilities, and limited-English proficient customers. Explore complementary strategies, through advertising and partnerships with different ethnic communities, to increase response rate from targeted outreach tactics.