SOUTHERN CALIFORNIA EDISON
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20/20 Summer Savings Program
– African American Consumer Market Case Study
Background
As a part of its continuing efforts to meet the summer demand for electricity, Southern California Edison (SCE) rolled out its 20/20 Summer Savings Program. The program rewarded SCE customers for conserving energy. When customers reduced their energy consumption by 20% between the months of May and October, SCE credited their electric bill with an additional 20% savings at the end of the summer.
Objective
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Build SCE’s reputation to be in positive favor with its customers |
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Influence customers to adopt energy efficient habits throughout the summer |
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Sustain momentum of customers to continue energy efficiency throughout the entire program |
Target Audience
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African American residential customers with high energy usage |
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Small business customers within SCE’s territory |
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An additional emphasis placed on residential and business customers in warm climate areas within SCE’s territory |
Strategy
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Generate media coverage and garner the support of the local community, business community, and faith based organizations |
Tactics
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Partnered with city mayors within SCE’s territory to take a pledge to be an energy efficient city |
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Partnered with business leaders and faith based organizations to help disseminate information about the 20/20 program |
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Conducted media outreach |
Implementation
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Distributed press releases targeting residential and business customers about the 20/20 program and the benefits of conserving energy |
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Organized “Energy $mart City” competition in collaboration with city mayors within SCE territory |
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Distributed collateral material about the 20/20 program to faith based organizations |
Results
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Generated 8,809,080 print and broadcast media impressions in broadcast and print media |
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Distributed 2,500 church fans to 10 churches in the Inland Empire communities so that SCE customers in the warm climate areas received information about he 20/20 program |
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Developed relationships with 12 cities who agreed to take the pledge and place SCE information on their websites |
SOUTHERN CALIFORNIA EDISON
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Simplify Your Life – Campaign Case Study
Background
The “Simplify Your Life” campaign consisted of bill management programs including, My Account, Direct Payment Plan, and Level Pay Plan. Southern California Edison (SCE) offers these programs and services to its customers to make doing business with them easier. Direct Payment is a free service that lets residential and business customers arrange to have their electric bill deducted automatically from their bank account 10 days after a bill is mailed. The Level Payment Plan allows residential customers to pay their bill in eleven equal monthly payments to average out high warm- and cool-weather bills over the course of a year. My Account at www.sce.com offers many other choices for convenience via SCE's website.
Objective
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Increase customer awareness of bill management services |
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Influence customers to switch to paperless methods of electric bill management |
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Increase customer satisfaction |
Target Audience
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African American (AA) residential customers |
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AA business customers within SCE’s territory |
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AA customers currently using Authorized Payment Agencies (businesses authorized to accept utility payments) |
Strategies
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Generate a high level of awareness among AA customers |
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Initiate a call to action to move to paperless bill management |
Tactics
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Pitch press releases to designated media outlets |
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Position paperless bill management as an easier and safer way for customers to pay their electric bill |
Implementation
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Disseminated press releases detailing the bill management programs and scheduled print and broadcast media interviews |
Results
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Secured 18 media hits with a total of 3,355,440 gross impressions |
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