1. 1 Overview of Outreach & Enrollment Study Findings from the 2009-11 Program Cycle Workshop 6 October 26, 2011 San Francisco, California

2. Relevant Outreach and Enrollment Study Findings & Recommendations Reference Several studies: ESAP 2009-11 Process Evaluation Marketing and Outreach Enrollment and Assessment ESAP 2009-11 Segmentation (SCE & PG&E) ESAP 2009-11 High Usage Needs Assessment (SCE) 2

3. Process Evaluation Marketing and Outreach 3 Findings  Communications are largely effective but could be improved  IOUs use a variety of marketing and outreach efforts Recommendations  Incorporate new and additional methods to reach renters e.g.,  Develop a marketing strategy for property owners  Encourage WNA-type approach  Alleviate barriers related to contacting customers via cell phones  Use customer testimonials

4. Process Evaluation Enrollment and Assessment 4 Findings Coordination between joint territory IOUs could be improved in some areas Customers not always prepared when contractor arrives Combustion appliance problems can limit measure qualification Recommendations/Suggestions Determine cost-effective ways to use tablet PCs Utilize single intake forms in shared territories Utilize consistent requirements for proof of income Examine education practices and potential Create & enforce scripts when scheduling E&A visit Modify Property-Owner Waivers to ease renter enrollments Create forms and database fields to facilitate communication between different types of contractors

5. Segmentation Marketing, Outreach and Enrollment  Overall Finding & Assumption: The low income population is not homogeneous and if we can market and outreach in more customized ways we may reach more customers and get more customers to enroll.  Specific Findings:  One chief obstacle is “cooperation of others in home”  There are eight identified segments (for SCE)  Specific Recommendations: Classify the low income population into the segments Customize messages and strategies to fit specific segment profiles Target outreach activities according to region as possible Apply additional geographic information to assist with neighborhood targeting. 5

6. High Usage Needs Assessment (SCE) Marketing, Outreach & Enrollment  Overall Finding & Assumption: The “High Usage” low income population is not homogeneous and if we can reach these customers in more customized ways we may be able to better address their unique needs.  Specific Findings: One chief obstacle is “cooperation of others in home” Five somewhat distinct High Usage segments were identified (for SCE)  Specific Recommendations: Customize messages and strategies to fit specific segment profiles, and in some cases individual family/household members. Segment-specific marketing & education could assist in reducing bills and usage Use, reminders, helpful hints, checklists, and how much energy things use Highlight savings potential from specific actions to generate greater “concern” and increased personal action. 6