PowerPoint Presentation

August Stakeholder MeetingAugust 7, 2014AgendaPaid MediaCampaign CreativeEarned/Social MediaBrand Management Website/Digital RFQCommunity Based OrganizationsRetail Mobile EducationDigital Marketing ICP Phase 2 Paid Media UpdateSummary of Paid Media JulySave Water & Energy CampaignJuly 1 July 7 - :60 radio statewideJuly 1 - 31 - :60 Asian radio statewideJuly 14 July 20 - :60 Hispanic radio statewideJuly 4 July 17 - :60 TV in NCM & Screenvision Theatres

Paid Media - AugustAugust 11 August 31Stay Golden Brand Campaign- :30 General, Asian & Hispanic Radio Statewide- :30 TV Cable Statewide - :15 Network TV Statewide - : 30 TV spot NCM & Screenvision CinemasSave Water & Energy Campaign - :30 General, Asian & Hispanic Radio Statewide - :30 TV Cable Statewide - :15 Network TV Statewide - Digital Banner Ads

Paid Media - SeptemberSeptember 1 September 30Flex Alerts - Digital Banners & :15 videos onlineLighting Education - Digital banners & :15 videos online - General market, Asian & Hispanic radioPlug Load/Electronics - Digital Banners & :15 videos online - General market, Asian & Hispanic radioRecycling Appliances/Energy Efficient Appliances - Digital Banners - General market, Asian & Hispanic radio

Campaign CreativeRadio Spots

LumensVampireDigital Banners

Digital Banners

Digital Banners

Digital Banners

Digital Banners

Experiential Events UpdateExperiential Events JulyJuly 4- 6 Padres GameJuly 8 9- Angels GameJuly 11 13 CA State Fair SacramentoJuly 16 20 Napa Town & Country FairJuly 22 23 Angels GameJuly 22 24 Oakland As GameJuly 24 27 World Series of Beach Volleyball Long Beach

Experiential Events AugustAugust 1 3 Santa Clara FairAugust 1 3 Fresno Grizzlies GameAugust 4 - 6 Oakland As GameAugust 7 Angels GameAugust 9 - 10 Nike Basketball Tour LA LiveAugust 12 13 Angels GameAugust 14 17 Humboldt County Fair - Ferndale

Earned/Social Media UpdateEarned/Social Media UpdatePress Release: Save Water & Energy.

Ask.comBiospaceBloomberg BusinessweekFinancial Content MarketsDigital JournalFat Pitch FinancialsFin WinGTN NewsIndustrial Info ResourcesiStock AnalystKFMBKMPHKNDUKUSIMinyanville MediaMoney ShowOSIXPettingaReutersReview SeekerThe Sacramento BeeSan Diego Union TribuneSecurities Technology MonitorStock NodThe StreetThe Street SweeperTicker TechTownHallTutorial FinderTV NewsdayVision MondayWall Street Select InvestorWMCWorld Net DailyYahoo! Finance

Earned/Social Media UpdatePress Release: Summer Sweepstakes

Ask.comAZTVBiospaceBloomberg BusinessweekCBS LocalDigital JournalFat Pitch FinancialsFin WinFinancial ContentGTNIndustrial Info ResourcesInvestor PointiStock AnalystIT BriefingKFMBKMPHKUSIMinyanvilleMoney ShowOSIXPettingaRed OrbitReutersThe Sacramento BeeSan Diego Union TribuneSecurities Technology MonitorSolar Thermal MagazineStock NodThe StreetThe Street SweeperTicker TechTownhallTV NewsdayVision MondayWall Street InvestorWMCWNDYahoo! Finance

Earned/Social Media UpdateEnergy and Water Op-ed by Sandoval

Hoy LASan Luis Obispo TribuneThe Antelope Valley TimesTV & Radio Appearances KXTV SacramentoKCBS San Francisco/Bay Area KTVU San FranciscoKPBS San Diego

Earned/Social Media UpdateSocial Media UpdatesFacebook Fans = 20,982Twitter Followers = 3,161Popular hashtags that saw the most retweets:#StayGoldenCA#energy#money#drought#FunFactFridayEarned/Social Media UpdateSocial Media Promotions#StayGoldenCA ContestDates: June 30 to August 1Objective:Build consumer database / generate email-sign upIncrease FB and Twitter followers and drive traffic to the websiteBuild awareness and meaning behind Stay GoldenResults: 442 total entries, 273 email opt-insEarned/Social Media UpdateSocial Media PromotionsReal People StoriesDates: July 21 to August 1Objective: Use incentives to get Fans and Followers to tell Energy Upgrade CA their stories of what they have done to manage their energy use. These stories will be used for future earned media activities. Received 36 entries.

Earned/Social Media UpdateSocial Media PromotionsInstagram PromotionTiming: Started on August 5Objective: To create a steady stream of awe-inspiring images illustrating how Californians keep their state golden using the #StayGoldenCA hashtag. Earned/Social Media UpdateInstagram Promotion cont.By working with targeted Instagram Influencers we will boost Energy Upgrade CAs overall brand awareness on the Instagram platform, contest entries, and mentions of #StayGoldenCA, creating sustained awareness past the contest.Earned/Social Media UpdateUpcoming TopicsLightingUsing earned/social media and promotions to educate our target audiences on lumens, Kelvins, lighting labels and specialty bulbs.Timing: AugustEarned/Social Media UpdateUpcoming TopicsAppliance Upgrade/RecycleUsing earned/social media to educate our target audiences on how much energy an old appliances uses vs. a new one, and how to upgrade/recycle their old appliances. Timing: September Earned/Social Media UpdateUpcoming TopicsPlug LoadUsing earned/social media and promotions to educate our target audiences on vampire loads and the number of items todays households have plugged in.Timing: September mid-OctoberBrand ManagementBrand ManagementEnergy Upgrade CA received its formal Registration mark. All Energy Upgrade CA and Home Upgrade logos now have the symbol.

Brand ManagementThe Disclaimer has been updated. Copyright has been updated to 2014 California Public Utilities Commission and California Energy Commission.Stakeholders only need to include the CPUC/CEC copyright if the initiative provided any content for the marketing piece. Brand ManagementHome UpgradeContractor Webinar for Updated Home Upgrade Brand Guidelines.10 a.m., Tuesday, August 194 p.m., Thursday August 21New Home Upgrade logos now available with the Registered mark.Signed BSAs due this week.Website/Digital RFQ UpdateWebsite RFQ UpdateWebsite developed on Sitecore CMSStaging site is in beta and being reviewedRebates, contractor directory and all Home Upgrade pages successfully migratedWebinar will be held to train rebate and Home Upgrade program managers on how to update rebates and contractors using SitecoreAwaiting approval by CPUC to launch siteInteractive Tool RFQ UpdateRFQ was reviewed by IOUs, CPUC &Energy Commission RFQ was distributed to 18 firms and posted on diverse and small business websites Proposals are due August 19

CBO UpdateCBO UpdateRunyan, Saltzman & Einhorn distributed RFP for Grants to 79 community based organizationsThree webinars were held to assist organizations in answering RFP topics for webinars were: event marketing, social media tactics and reaching disconnected audiencesProposals are due August 8Selections of winners will be August 24Training of CBOs will begin the week of September 8Lauri Walker hired as Manager, Community AmbassadorsRetail UpdateRetail UpdateBDS Marketing, Inc Strategy & Plan Review of plan by stakeholders either via webinar or at quarterly stakeholder meeting week of 8/25Calendar CSE uploading initial information Trumba training by BDS in the coming weeksImplementation Retailer engagement (ongoing) September (soft launch)

Mobile Education UpdateMobile Education UpdateMomentum Worldwide Contract in final signature process Strategy V1.0 DRAFT Implementation Plan a November launch for new assetsCurrent Energy Upgrade California Roadshow Activated: September October to promote Home UpgradeNovember December: Retail, as applicable 2015: Retail & TBD

Digital Marketing UpdateDigital Marketing Agency UpdateRFP was distributed to over 30 agencies and posted to diverse and small business websitesReceived proposals from eight firms Digital First, Dumont Project, Lowe Profero, Mirror, Possible, Propane, SEOP and TrinetInterviews with Digital First, Lowe Profero, Possible and SEOP to be held 8/7 and 8/8Selection of firm to be week of 8/11ICP Phase 2ICP Phase 2CPUC received comments from IOUs and RENsReviewing comments and will provide feedback to CSE on August 13.CSE to revise ICP and send final version week of 8/18.2014Blues64364.3552014Blues64521.082