Details for: PGE Response to Advice DDB-4.pdf

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Erik Jacobson

Regulatory Relations

Pacific Gas and Electric Company
77 Beale St., Mail Code B13U
P.O. Box 770000
San Francisco, CA 94177
Fax: 415-973-3582

May 7, 2018

California Public Utilities Commission - Energy Division
Attention: Tariff Unit
505 Van Ness Avenue
San Francisco, CA 94102

Pacific Gas and Electric Company’s Response to Advice Letter
DDB-4 the Blueprint update fulfilling Deliverable 1 of the Residential
Rate Reform (RRR) Statewide (SW) Marketing, Education &
Outreach (ME&O) Scope of Work

Dear Energy Division Tariff Unit:
Pacific Gas and Electric Company (PG&E) hereby provides a response to DDB
Worldwide Communications Group, Inc.’s (DDB) Advice Letter DDB-4 regarding the
Blueprint Update fulfilling Deliverable 1 of the Residential Rate Reform (RRR) Statewide
(SW) Marketing, Education & Outreach (ME&O) Scope of Work agreement.
PG&E would like to recognize the considerable effort that DDB has devoted to developing
its campaign strategy and aligning its recommendations with those of the investor-owned
utilities (IOUs), energy providers and stakeholders. The IOUs are supportive of the
content and general direction of the proposed campaign.
The IOUs and DDB have been engaged in collaborative dialogues about the needs of the
campaign since the filing of the blueprint. All parties remain committed to partnering over
the coming months as plans continue to evolve. As a result of this dialogue, PG&E
understands DDB has committed to undertake additional work as described below,
including establishing meaningful interim campaign targets.
Comments on establishing targets
The IOUs and DDB agree upon the importance of establishing effective targets for this
campaign, which has the potential to significantly influence Californians’ movement from
apathy to actions that will support the state’s climate goals and set the context for
transition to Time-of-Use rates. Since the filing of the blueprint, DDB and PG&E have
discussed targets for the campaign and have identified some further actions, including:


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PG&E’s Response to Advice Letter DDB-4 -2- May 7, 2018 DDB will collaborate with the IOUs to establish interim campaign targets. The interim targets will include preliminary indicators of potential market movement, and will draw from a number of sources including (a) current baseline data, which is based on a small sample size and acts as a short-term proxy for the Evaluator’s full benchmarking and tracking study that will be available in November, (b) benchmark data from the Energy Upgrade California campaign and previous IOU research, and (c) other third-party campaign data as applicable. DDB and the IOUs will use these sources to develop target indicators to provide a sense of the full impact this campaign will have. A full baseline measurement is expected to be established by the Evaluator by November 2018, at which time DDB and the IOUs will apply their methodology to develop their campaign targets against the Statewide and IOU metrics outlined in D.17-12-023. DDB plans to present the methodology and target indicators at the June 13 Working Group meeting. Comments from PG&E: SDG&E as the preliminary market SDG&E’s early transition presents ongoing opportunities to learn from the campaign, refine the message, and optimize the media mix prior to a statewide rollout. PG&E would like to encourage DDB to find opportunities to optimize the media mix to effectively and efficiently reach campaign goals. Vision message The IOUs are encouraged to see more information included in the summary Blueprint emailed on April 30, 2018 showing a pulsed rollout of the vision message, to be released in flights after SDG&E’s transition. This strategy is not only more cost-efficient than a blanket rollout, but we believe it will help prevent message fatigue for those customers who are transitioning to Time-Of-Use Rates later in the campaign cycle. The IOUs recognize that the Statewide ME&O Scope of Work agreement is structured such that the California Public Utilities Commission and its staff are primarily responsible for overseeing and reviewing DDB’s scope of work and deliverables. At the same time, the IOUs and DDB are committed to continued collaboration to help meet the objectives of this campaign and ensure successful TOU transition for our customers. /S/ Erik Jacobson Director, Regulatory Relations cc: Matt Perry, DDB Michael Shue, DDB Service List R.12-06-013
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