CPUC Residential Rate Rulemaking Workshop

July 31, 2014

Best Practices and Lessons LearnedTVP Marketing, Education and Outreach

Stakeholder Outreach & Engagement Is Essential

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• Messaging with over 250 Energy Solutions Partners to promote various programs and services

• Presentations & Trainings with Energy Solutions Partner Network

• Customer tailgate events held at Branch Office locations to promote energy-saving solutions including My Account

Hewlett Packard Employee Fair

Provide Personal Solutions

Effective Marketing and Outreach Tactics

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3000 2013 Reduce Your Use Enrollments2,690 Enrollments- Direct mail/email welcome kits- outreach events

1, 050 Enrollments/ 1,052 Enrollments- Direct mail/email welcome kits- outreach events

RYU Event

• The three highest enrollment weeks were the result of direct mail and email of welcome kits and outreach. 

• RYU was the beginning of SDGE educating and communicating with customers about the fact that we need them to pay attention to when they use their energy

• This set the foundation for SPP and for future TVP rates.

Reduce Your Use “Whenergy” Microsite

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Customers have a limited understanding of rates

Many SDG&E customers are either unsure about their energy rates or have misperceptions around them.

Source: SDG&E 2011 HAN Segmentation, Kelton Research

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58%

28%

15%

40%

30%

19%

11%

Different rate choices

Single assigned rate

Don’t know/ Refused

TOU plan

TOU with bill credit guarantee

Pay the same rate for electricity at all times

Don’t know/ Refused

Rate Choice

All Residential Customers; n=1,065

Rate Plan Preference

Bill protection will strongly influence decisions to try a TOU rate

“I think for people who either want to save money or energy, (or both) this will work. Some will continue their usage the

same as always, either because their schedules are inflexible or

they are.”

Customers do not want risk

SDG&E SPP Residential Segmentation Study, 2011

Many customers say they would not be able to shift usage away from the peak hours, especially if the peak is 2 – 9 p.m.

If customers are not home during the day, they don’t see a way to shift usage to other times, and don’t seem to understand that they can still save money even if they use energy during a portion of the peak time period.

Q: Time of Use pricing is an electric plan that has a higher rate during the peak hours of (11am-6pm or 2pm-9pm) on weekdays and a lower rate the rest of the time, including weekends. If you were to use most of your electricity outside the peak hours, or if you could shift your electricity usage away from those hours, you could save money on this type of plan.

2014 Survey (peak of 2pm-9pm, n=1274)

2013 Survey (peak of 11am-6pm, n=1235)

20%

30%

40%

44%

23%

17%

16%

9%

How likely would you be to consider choosing a Time Of Use pricing plan for your home?

Very likely Somewhat likely Somewhat unlikely Very unlikely

Why would you be unlikely to consider a TOU plan?

• “We both work. It would be difficult to shift much usage away from the 5-9 time period. Its when we are home and can get things done, and when we want the house comfortable.”

• “Life is complex and electricity is what we live by! It is not likely I’d shift usage because of cost as time is a variable in getting projects accomplished!”

• “Work and time at home are fixed. Does not leave much option to stay up at night to run equipment when you have to sleep.”

• “I'm at work during the majority of the lower priced hours. When I get home during the evening and use the majority of my power from 5-9 pm it is the peak time."

8Source: SDG&E Residential Customer Insight Panel, Jan’13 & Apr’14

Customers want it to fit their lifestyle

Make It Easy to Understand

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