SOUTHERN CALIFORNIA EDISON SM LIOB Meeting: Communications Section July 2012 1.

SOUTHERN CALIFORNIA EDISON

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LIOB Meeting: Communications Section

July 2012

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Marketing Overview for 2012

Ethnic advertising and community outreach are key components of SCE’s local marketing, education, and outreach efforts

Ethnic Advertising:

To date, in 2012, SCE has or is purchasing paid advertising in 77 ethnic media outlets, of which 45 (58%) are ethnic-owned•Reaching: Hispanic, Asian and African American markets•Produced in 7 languages: English, Spanish, Cambodian (Khmer), Chinese (Mandarin and Cantonese), Korean, Tagalog and Vietnamese

Pitched stories to approximately 200 ethnic media outlets

Recently contracted with New America Media [a network of ethnic and independent-media outlets] •Held 3 ethnic media briefings in June •Producing advertorials on the topics of Summer Readiness and Safety


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Marketing Overview for 2012

Ethnic Community Outreach:

To reach our ethnic and at-risk customers, SCE has established relationships with:

• Community Based Organizations• Faith Based Organizations• Capitation agencies• City and government partners• Retailers

Conduct grassroots outreach• Community Forums• Emergency Preparedness Forums

• In partnership with the American Red Cross• Ethnic Events• Door to door canvassing (for Energy Savings Assistance program)


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2012 Safety Campaign

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Objective: •Motivate customers to think about safety

Markets: General Market, Hispanic, Asian (Cambodian, Chinese, Korean, Filipino, Vietnamese), African American

Media Channels: Broadcast TV, Cable TV, Radio, Out of Home, Online/Digital, Print, Media Relations

Other Channels: Bill Messaging, SCE.com

Ethnic Community Outreach:•Emergency Preparedness Community Forums (Dare to CARE)

Objective: •Motivate customers to think about safety

Markets: General Market, Hispanic, Asian (Cambodian, Chinese, Korean, Filipino, Vietnamese), African American

Media Channels: Broadcast TV, Cable TV, Radio, Out of Home, Online/Digital, Print, Media Relations

Other Channels: Bill Messaging, SCE.com

Ethnic Community Outreach:•Emergency Preparedness Community Forums (Dare to CARE)


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2012 Summer Readiness Campaign

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Objectives: •Encourage conservation•Drive awareness and participation in integrated Demand Side Management programs•Remind customers how to prepare and find information in the unlikely event of rotating outages

Markets: General Market, Hispanic, Asian (Chinese, Korean, Vietnamese)

Media Channels: Print, Radio, Out of Home, Online/Digital, Media Relations

Ethnic Community Outreach:•City of Alhambra ECO Fair•Beaumont Cherry Festival•We Connect event in Santa Ana•Yucaipa Iris Festival•Cinco De Mayo Festival in Santa Ana

Other Channels: Direct Mail, Email, Outbound Call, Bill Messages, Social Media, SCE.com

Objectives: •Encourage conservation•Drive awareness and participation in integrated Demand Side Management programs•Remind customers how to prepare and find information in the unlikely event of rotating outages

Markets: General Market, Hispanic, Asian (Chinese, Korean, Vietnamese)

Media Channels: Print, Radio, Out of Home, Online/Digital, Media Relations

Ethnic Community Outreach:•City of Alhambra ECO Fair•Beaumont Cherry Festival•We Connect event in Santa Ana•Yucaipa Iris Festival•Cinco De Mayo Festival in Santa Ana

Other Channels: Direct Mail, Email, Outbound Call, Bill Messages, Social Media, SCE.com


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image source: google images

2012 Income Qualified Marketing

Objective:•Increase enrollment and participation, among qualified customers, in CARE and Energy Savings Assistance

Print Advertising:•Markets:

• African American (Black Voice, Compton Bulletin, Our Weekly, La Sentinel)

• Chinese (World Journal, Sing Tao, China Press LA)• Korean (Korea Times, Korea Daily)• Vietnamese (Nguoi Viet, Viet Bao, Saigon Times)• Filipino (Balita, US Asia Post, Asian Journal)• Cambodian (Angkor – Borei)

•Timing: July 8 – September 23•Current Estimated Print Advertising Spend*: ~$76,000

Other Channels•Customized mailers in customers’ preferred language to promote ESAP•ESAP specific outbound calls in customers’ preferred language•Door to door canvassing•Bill Messages and Onserts, Social Media, and SCE.com

*Includes media buy and production through September.

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2012 Income Qualified Marketing

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Ethnic Community Outreach• CBO/FBO Outreach• Capitation Agencies - over 200• Grassroots Events with In-language speaking reps

Examples of Ethnic Outreach:

Latino Disability Conference• Hosted by Disability Rights California• Event brought together Latinos with diverse disabilities and

provided resources to the community

AgeWell Staff and Case Manager Training in Orange• Provided training to staff on Income Qualified programs,

medical baseline, and DSM programs• Attendance: 60 people


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Appendix

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Appendix

Media Outlets Ethnic-ownedEthnic Media

UtilizedADV 2012

Safety

ADV 2012 Summer

Readiness

ADV 2012 ESAP/ CARE

Earned Media 2012 Safety

African-American Media Outlets

Print

Black Voice News X X X X XInland Valley News X X X XLA Sentinel X X X XWAVE Newspaper Group X X XLong Beach Times X X X XPrecinct Reporter Group (Precinct Reporter, Long Beach Leader, Tri-County Bulletin)X X XThe Pasadena/SG Valley Journal News X X X XTri County Sentry X X X XCalifornia Crusader X X X X

Inglewood Today X X X XOur Weekly Los Angeles X X X XWestside Story Newspaper X X X XLA Focus X X XSan Bernardino American News X X X XYes We Can X X XCompton Bulletin X X X

Online

Inlandvalleynews.com X X XSbamerican News.com X X XPasadenajournal.com X X XCaliforniacrusader.com X X XCrowncitynews.com X X X

Provides information on 2012 paid and/or earned media activity.


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Appendix


UtilizedADV 2012

Safety

ADV 2012 Summer

Readiness

ADV 2012 ESAP/ CARE


Asian Media Outlets Print (Market)

Angkor Borei News (Cambodian) X X XAsian Journal (Filipino) X X X X XBalita USA (Filipino) X X X XChina Press (Chinese) X X XChinese LA Daily News (Chinese) X XDaily Sports Seoul USA (Korean) X X XInternational Daily News (Chinese) X X XKorea Daily (Korean) X X X X XKorea Times (Korean) X X X X XKorean Sunday News (Korean) X X XNguoi Viet (Vietnamese) X X X X XRafu Shimpo (Japanese) X XSaigon Times (Vietnamese) X X X XSing Tao Daily News (Chinese) X X X XUS Asian Post (Filipino) X

Viet Bao Daily News (Vietnamese) X X X X X X

World Journal (Chinese) X X X X

Zhong Guo Daily News (Chinese) X X



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Appendix


UtilizedADV 2012

Safety

ADV 2012 Summer

Readiness

ADV 2012 ESAP/ CARE


Asian Media Outlets Radio (Market)

EDI - KWRM AM 1370 (Mandarin) X X XNetwork Asia - KAZN 1300 AM (Mandarin) X X X

KMRB X X

Radio Seoul - KMPC 1540 AM (Korean) X X X

Radio Korea - KFOX 1650 AM (Korean) X X X

Little Saigon Radio - KVNR 1480 AM(Vietnamese) X X X X

Saigon Radio Hai Ngoai - KALI 106.3 FM (Vietnamese) X X X X

TV

ETTV America X X

Online

International Daily News Online X X XViet Bao Daily Online X X XAsian Journal Online X X XKorea Daily Online X X XDaily Sports Seoul USA Online X X XChineseDaily.com X XChinese LA Daily News Online X XZhong Guo Daily News Online X XETTV America Online X X



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Appendix


UtilizedADV 2012

Safety

ADV 2012 Summer

Readiness

ADV 2012 ESAP/ CARE


Hispanic Media Outlets PrintEl Panamericano X X XEl Sol X XLa Nueva Voz X XExcelsior X X X XLa Opinion X X XAzteca News X X XLa Prensa Hispana X XHOY X XLa Prensa X XSiglo 21 X XEastern Group Publications X X X



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Appendix


UtilizedADV 2012

Safety

ADV 2012 Summer

Readiness

ADV 2012 ESAP/ CARE


Hispanic Media Outlets RadioKBUE 94.3 FM "Que Buena" X X XKCHJ X XKDLD X XKFSO- La Preciosa 92.9 FM X XKHJ-AM "La Ranchera" 930 AM X XKLAX-FM "La Raza" 97.9 X X XKLBN X XKLOB- 94.7FM Super Estrella X XKLVE-FM "KLOVE" 107.5 FM X XKLYY-FM X XKMQA-FM X X XKRCD X XKRDA-FM X XKSCA X XKSSE X XKTNQ-1020 AM X XKUNA- 96.7 FM X XKWIZ FM - Sonido 96.7 X X X XKWKW-AM X XKXOS-FM X X X



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Appendix


UtilizedADV 2012

Safety

ADV 2012 Summer

Readiness

ADV 2012 ESAP/ CARE


Hispanic Media Outlets TVKAZA - TV Azteca Americas X X XGALA (cable) X XKFTR-TV Telefutura X XKFTV-TV Univision X XKMEX-TV Univision X X XKMSG - TV Azteca Americas X X XKNSO-TV Telemundo X X XKRCA-TV (Liberman) X X XKTFF - TV Telefutura X XKUNA-TV Telemundo X XKEVC - TV Telefutura X XKVEA-TV Telemundo X X XKVER-TV Univision X X XKWHY-TV X X X XKYAV - TV Azteca Americas X X

OnlineLa Opinion- Online X X XExcelsior (Online) X XLa Prensa Hispana (Online) X XKunamundo.com (Online) XImpremedia.com (Online) XEl Panamericano (Online) X


SOUTHERN CALIFORNIA EDISON SM LIOB Meeting: Communications Section July 2012 1.

Documents

ethnic media outlets

ethnic media briefings

vietnamese media channels

social media

network of ethnic

independentmedia outlets

new america media

ethnicowned reaching