CPUC Residential Rate Rulemaking Workshop

July 31, 2014

SDG&E TVP Marketing and Outreach Proposals

Growth of Rooftop Solar Adoption

2009 2010 2011 2012 2013 2014* 2*Projected

Annual NEM installations & key stats 25,000

20,000

15,000

10,000

5,000

0

2013 authorizations compared to 2012……….108%

June 2014 NEM authorizations………………….1,302

2014 monthly increase……………1,000-1,200

3

San Diego EV Growth

As of March 2014

• 9,042 EVs • 657 Public charging stations• 21 DC fast-chargers • 380 All-electric Car2Go fleet• 3,606 on SDG&E EV time-of use rate

2014 Outreach & Education EffortsResidential

4

Align Outreach & Education Efforts with Residential Rate Increases

Phase IA Phase 1B Phase II Phase III

• Email• Online/Social Media• Bill Package• Stakeholder Outreach

Implementation Timeline

Energy Use Alerts

Test & Learn Whenergy Plans

• Weekly Alert Email• Electric Consumption

Alert• Spending Alert• Energy Use Alert

• Personalized Plan Comparison

• Online Plan Comparison

• Microsite• Direct Mail/Email • Bill Package• Online /Social Media • Stakeholder Outreach

• Test options with small group & utilize learnings for launch

Align with Residential Rate

Reform

• Pilot new plan options• Communicate new

on-peak hours• Communicate new

tier structure• Email• Online/Social Media• Bill Package• Stakeholder Outreach

My Account Energy Management Tool

Whenergy Plans

• Emails• Energy Innovation

Display• Web Carousels• Pandora• Bill Inserts• Collateral

OIR Plans

• Emails• Online Banner

Advertisements• Paid online search• Contact Center and

Branch Office Promotion

Most effective tactics from previous campaigns will be utilized in support of the Test & Learn Strategy for residential customers.

• Separate strategy for subset of customers.

• Leverage existing community partners

• integrate messaging into accepted channels such as direct mail, emails, and website.

Outreach & Education Efforts

5

Energy Use Alerts• Personalized Plan

Comparison• Microsite• Direct Mail/Email • Bill Package• Online /Social Media • General Market Comm.• Stakeholder Outreach • PCT Solution Offered

• Bill Package• Web Carousel• Social Media • Emails• Energy Innovation

Center• Payment Centers• SDGE App• Stakeholder Outreach

20122011 2013 2014 2015

Residential Customer Engagement Continuum

Estimated enrollment numbers are as of 12/31/2013Low Income Enrolled includes California Alternate Rates for Energy and Energy Savings Assistance Other Assistance includes Medical Baseline, Third Party Notification, Senior, Disabled and Temperature Sensitive

My Account 664,915 Customers

Energy Mngt. Tool 334,017 Customers

Energy Use Alerts30,121 Customers

Enrollment Numbers

6

21%

38%

36%

5%

Desired Level of Engagement with SDG&E

Survey questions: Q5, Q5OE

Specific types of information or services SDG&E should provide: Among those who want to work closely with SDG&E; n=382

Energy efficiency tips 28%

Information on how to save money 14%

Detailed usage information 13%

Home energy audit 10%

Alternative/renewable energy information 9%

Improve service (rates, customer service etc.) 9%

Recommendations on products that use energy efficiently 9%

Offer rebates/discounts 7%

Information on best time of day to use energy/ appliances 7%

Information on programs to help 6%

Explain billing/ understand charges 5%

Varied ways of communicating (email, phone, mail etc.) 3%

Renter specific energy efficiency tips 2%

Alerts regarding usage 2%

Light bulb trade in 2%

More information on the smart meter 1%

Other 7%

Satisfied with current offerings 5%

No/None/not any/Nothing 13%

I want SDG&E to…

Just send me the bill

And make it easy for me to get information about my home’s

energy usage and costs

And work closely with me to provide customized

recommendations about how to best manage my home’s

energy use and costs

Don’t knowBase: All Residential Customers; n=1,065

• More than one-third of residential customers would like to work closely with SDG&E to manage their energy use and costs.