1. SOUTHERN CALIFORNIA EDISON SM Ethnic Marketing and Outreach Strategy LIOB Meeting April 11, 2012 1

2. SOUTHERN CALIFORNIA EDISON SM SCE provides power to 13.5 million people in 180 municipalities within a 50,000 square mile territory 4,233,699 SCE Residential Service Accounts* –1,437,537 CARE Accounts –99% penetration as of February 2012 *Data Source: 2011 SCE Market Research Ethnic Groups# of AccountsPercentage Asian/Pacific Islander 384,1459% African American114,6203% Hispanic1,201,98828% White1,935,02846% Other597,91814% Overview 2

3. SOUTHERN CALIFORNIA EDISON SM 2008 Year End Results CARE: 83% Penetration ESAP: 54,635 Treated Homes Communications Approach Vertical programs touching similar customers Tactics (not an exhaustive list): Bill Inserts and SCE.com Direct Mail 1 st utility to offer online CARE enrollment Capitation Agencies Outreach Media Relations General and Ethnic Paid Advertising General and Ethnic Print Shareholder Funded 2009 Year End Results CARE: 89% Penetration ESAP: 61,834 Treated Homes Barriers: Economic Downturn and customers lack knowledge about availability of CARE Communications Approach: Provide bundled solutions through an integrated Economic Assistance campaign, using multiple channels Tactics (not an exhaustive list): Bill Inserts and SCE.com, Direct Mail Capitation Agencies Outreach Media Relations General and Ethnic Univision Partnership Paid Advertising General and Ethnic Print, Radio, TV, Out of Home Funded by Shareholders and Ratepayers Outbound Calls Grassroots Events Sponsored by Communities, We CARE Day, Food Distribution Email Blasts 1 st utility to enroll customers on CARE via a live telephone operator 2010 Year End Results CARE: 97% Penetration ESAP: 121,016 Treated Homes Barriers: Language/Cultural barriers. Not all eligible customers wish to participate Communications Approach: Continue multi-channel approach, refine based on results and feedback from customers and agencies such as Consumer Advisory Panel Tactics (not an exhaustive list): Bill Inserts and SCE.com Direct Mail Capitation Agencies Outreach Media Relations General and Ethnic Univision Partnership Paid Advertising General and Ethnic Print, Radio, TV, Online Shareholder Funded Outbound calls Grassroots Events Take-ones in local stores Community Forums Third Party Faith- and Community-based organizations (FBOs and CBOs) Retailers Government agencies 2011 Year End Results CARE: 99% Penetration ESAP: 93,771 Treated Homes Barriers: Remaining eligible customers are Hard to Reach Communications Approach Reduce broad-based efforts (i.e., mass media) and focus on highly- targeted communications. Continue to refine Tactics (not an exhaustive list): Bill Inserts and SCE.com Direct Mail Capitation Agencies Outreach Media Relations General and Ethnic Univision Partnership Outbound Calls (ESAP) Grassroots Events Community Forums Third Party FBOs and CBOs Government Agencies Marketing Overview – CARE and ESAP 3

4. SOUTHERN CALIFORNIA EDISON SM image source: google images Benefit based “Save every day” Integrated message Having a conversation WITH the customer Single enrollment for multiple products Strategy Customer centric, segment approach Relevant Residential Programs & Services 2012 Strategy and Tactic Examples General Awareness Bill messages and onserts SCE.com Call center Media relations Ethnic and Community Outreach Media relations to Ethnic Media 176 Ethnic Media outlets utilized in 2010 - 2011 Print 73 (54 are ethnic-owned) = 74% Radio 42 (16 are ethnic-owned) = 38% Television 16 (5 are ethnic-owned) = 31% Online 45 (37 are ethnic-owned) = 82% Third-party organizations CBO, FBOs, and Organizations serving customers with special needs For profit (capitation) agencies City and government partners Grassroots outreach and events Community forums Asian Pacific Islander, African American, Latino Community, Native American Targeted Communications Program bundled direct mailers and emails ESAP outbound calls: English, Spanish, Korean, Chinese (Cantonese), Vietnamese, Cambodian, and Tagalog ESAP direct mailer English, Spanish, Chinese, Vietnamese, Tagalog 4 CARE and ESAP Tactics

5. SOUTHERN CALIFORNIA EDISON SM 5 SCE utilizes the same marketing and outreach budget strategy for all of our programs/services –Provide the types of support needed to reach eligible customers that can benefit from the programs and services –Implement cost-effective tactics to generate awareness, participation and ongoing customer engagement –Marketing and/or outreach budgets are included within SCE’s 3-year funding applications for CARE/ESA, and Energy Efficiency Budgets vary and funding for specific campaigns are based upon the customer solutions featured and the emphasis placed on each solution Budget Strategy

6. SOUTHERN CALIFORNIA EDISON SM 6 Appendix

7. SOUTHERN CALIFORNIA EDISON SM List of Ethnic Media - Print 7

8. SOUTHERN CALIFORNIA EDISON SM List of Ethnic Media – Radio and TV 8

9. SOUTHERN CALIFORNIA EDISON SM List of Ethnic Media - Online 9