© 2010 Maverick Digital - Proprietary & Confidential EmPOWER Maryland Improving Energy Efficiency through Digital Media Nov. 19 th

© 2010 Maverick Digital - Proprietary & Confidential

The Challenge EmPOWER exists to created a unified platform for energy performance messages across all of Maryland How are those messages currently being delivered? - Bill stuffers? - Seminars? - One-on-one outreach? - A web page that is simply a list of links to participating utilities and one sentence on each of EmPOWER’s programs? How are Marylanders supposed to engage with EmPOWER? How will EmPOWER build awareness?

© 2010 Maverick Digital - Proprietary & Confidential The Concept... Create and implement a social media strategy that will allow EmPOWER Maryland to deliver information about energy savings to customers where they are going to be most responsive to it Establish an effective cross-platform web presence Utilize social networking, interactive applications, targeted and pay-per-click advertising to get EmPOWER messaging to targeted audiences.

© 2010 Maverick Digital - Proprietary & Confidential What Makes This Proposal Unique? It will reach a broad spectrum of ratepayers while allowing EmPOWER to target small market segments Social media is an extremely cost effective way to disseminate messages and build brand loyalty We can continually improve and build on the latest social media trends This proposal will create avenues of success for every other proposal you are considering This proposal has a MUCH lower carbon footprint than any other form of program promotion EmPOWER might employ

© 2010 Maverick Digital - Proprietary & Confidential SOCIAL RELATIONSHIPS TRUST LOYALTY is about and building

© 2010 Maverick Digital - Proprietary & Confidential SOCIAL RELATIONSHIPS TRUST LOYALTY

© 2010 Maverick Digital - Proprietary & Confidential Financial Research Revenue Growth Last 12 Months Engagement Correlates to Financial Performance Source: The Altimeter Group 2009 Engagement DB Low Social Media Engagement High Social Media Engagement

© 2010 Maverick Digital - Proprietary & Confidential

10,909 YouTube Views 2,994 Twitter Followers 227 Facebook Fans 10,909 YouTube Views 2,994 Twitter Followers 227 Facebook Fans

© 2010 Maverick Digital - Proprietary & Confidential

1,327 YouTube Views 92 Twitter Followers 4,680 Facebook Fans 1,327 YouTube Views 92 Twitter Followers 4,680 Facebook Fans

© 2010 Maverick Digital - Proprietary & Confidential Research Social Search Forecast: US Interactive Marketing Spend, 2009 to 2014 (US$ millions) CAGR Mobile Marketing$391.00$561.00$748.00$950.00$1,131.00$1, % Social Media$716.00$935.00$1,217.00$1,649.00$2,254.00$3, % Marketing$1,248.00$1,355.00$1,504.00$1,676.00$1,867.00$2, % Display Advertising$7,829.00$8,395.00$9,846.00$11,732.00$14,339.00$16, % Search marketing$15,393.00$17,765.00$20,763.00$24,299.00$27,786.00$31, % Total$25,577.00$29,012.00$34,077.00$40,306.00$47,378.00$54, % Percent of all ad spend 12%13%15%17%19%21% Source: Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US Only)

© 2010 Maverick Digital - Proprietary & Confidential Online Social Network Usage by Age Over 500 million people are on Facebook Today. Average User Age on Facebook is 38.4 Years Old. 61 % of Facebook Users are 35 years or older. Facebook Targeting: By Age, Location, and Interests Source: Harris InteractiveMethodology: Collected from 2,200 adults Renters who can reduce energy consumption in multi-family residential Homeowners with the ability to finance whole- house energy upgrades Business leaders with the ability to enact changes in commercial and industrial buildings Maryland Facebook Statistics: 2.34 Million 18 or older 1.13 Million Million Chart Source: Google Ad Planner (US Demo) pingdom.com

© 2010 Maverick Digital - Proprietary & Confidential How We Save Energy Through this Program Initial $5 rebate on EE products for those who connect to EmPOWER’s social network Interactive application to challenge participants to meet different energy saving challenges Messaging to EmPOWER’s social network about other program offerings An increased web presence that creates a valuable, interactive experience for anyone looking for EmPOWER’s assistance Save Energy

© 2010 Maverick Digital - Proprietary & Confidential Website & Property Design We will design a new interactive EmPOWER Maryland website A centralized hub for EmPOWER’s web presence Leveraging existing tools and resources available on the web CMS Systems for easy management Extension to mobile devices

© 2010 Maverick Digital - Proprietary & Confidential Social Audience Building First goal is to establish an audience - use of $5 incentive and engaging messages Look to social tactics for reach (facebook fan ratio 1 to 125) Allows for the constant evolution of the relationship between EmPOWER and the public

© 2010 Maverick Digital - Proprietary & Confidential Interactive Social Application Turns one energy saving activity into a long- term engagement with EmPOWER Creates a perceived reward beyond energy cost savings and environmental benefit Shares energy conscious lifestyle changes with friends Demonstrates the ease of making energy efficient choices Adds a peer pressure or social competition incentive to take some action

© 2010 Maverick Digital - Proprietary & Confidential Marketing Working in conjunction with Maryland utilities to provide informative and provocative content for ratepayers. Still a very effective way to reach motivated Marylanders. Can serve as a hook to reengage Marylanders with EmPOWER’s rich, online content.

© 2010 Maverick Digital - Proprietary & Confidential A Cost-Effective Approach Generates direct energy savings of over 21,000 megawatt/hours at an estimated program cost of between 1.7 and 3.7 cents per kilowatt hour* These program costs drop dramatically (to 0.6 cents/kWh) if the program is continued longer than one year Messaging to EmPOWER’s social network and the use of the EmPOWER game creates tremendous savings potential beyond the initial estimate (at no additional cost) This is a high-impact, low-cost marketing approach for ALL of EmPOWER’s future efforts. *Assumes 2% market penetration of Maryland social network users and an average action of replacing 3 incandescent light bulbs with CFLs

© 2010 Maverick Digital - Proprietary & Confidential Program / Product DesignOne Year Pilot Program Program Evaluation 18 Month Timeframe

© 2010 Maverick Digital - Proprietary & Confidential Program Costs The cost of the $5 CFL rebate is difficult to determine. However, the retail value is estimated at $440,000 *All costs are approximations and would be refined once EmPOWER determined which elements of this strategy it wanted to employ EmPOWER Website Development$100,000 Social Property Design, Social Application Development$70,000 Content and Strategy Development$40,000 Manage Social Engagement for One-Year Pilot$50,000 Year Long PPC Campaign to Increase Facebook Fans$50,000 Year Long PPC Campaign to drive traffic to website$50,000 Total$360,000

© 2010 Maverick Digital - Proprietary & Confidential Energy Strategy Consulting Deep experience in energy efficiency and program design Extremely well qualified to: - Lead the development of energy efficiency content and messaging for the program - Serve as project manager and primary liaison to EmPOWER Maryland - Brian Levite is a Certified Energy Manager who has designed an efficiency campaign for MEA in the past

© 2010 Maverick Digital - Proprietary & Confidential Maverick Digital Minority-Owned, Women-Owned Small Business with 8(a) Status Pending Proven expertise in digital media strategy, product development and brand management Extremely well qualified to: - Design a strategy to meet EmPOWER’s needs - Lead the development of all IT resources and web infrastructure - Track usage and market penetration and provide reporting to EmPOWER

© 2010 Maverick Digital - Proprietary & Confidential Nina Baliga Senior Account Coordinator Maverick Digital Thank You For Your Time Brian Levite President Energy Strategy Consulting