Fall Lighting Campaign Overview

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Fall Lighting Campaign Overview November 26,
2007
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Integrated Marketing Approach
Mass Media

• Increase awareness of energy savings benefits
  solutions
• Leverage FYP Energy Star

Bundled Marketing

• Rebates Recycling
• Summer Discount Plan
• CSI
• Energy Surveys

Vertical Program Marketing

• Targeted to likely respondents
• Test new messages media mix
• Partner with retailers/third parties

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Fall 2007 Campaign -- Lighting

• Co-brand with Energy Stars Change a light,
  Change the World theme
• Build awareness
• - Mass media/ethnic advertising
• - Public relations
• - Bill inserts
• Drive program participation
• - Direct mail
• - Online
• - Live marketing teams
• - Retailer promotions
• - Strategic alliances
• - SCE account reps

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Advertising

• Banner Ads 10/8 12/31
• Radio Print 10/29 11/25
• - Solicits photograph or video
• of consumer installing CFL for
• posting on micro-site
• Billboards (12/17/07 4/13/08)
• Cable TV (consumer video) 12/17-30
• PR
• Four events (one each region/qrtrly)
• Nov. 8th kickoff in Santa Monica

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Bill Insert

• Fact Sheet
• QA of frequently asked questions
• Distribution at events and LightWise schools
  (20M students)

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Sce.com
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SCE Micro-site

• Interactive micro-site featuring customer photos
  and videos.

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Direct Mail

• Mailed to 1,000,000 targeted customers
• Mitigates quality barriers, addresses
  environment benefit, and drives pledges
• Free bracelet offer

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Gathering Pledges in the Community

• Los Angeles Home Show -- Live marketing team
  spoke to hundreds of attendees to gather pledges
  to Change a light, and change the world

• Los Angeles Galaxy -- SCE and the live
  marketing team met hundreds of soccer fans to
  encourage them to take the CFL.
• Events continue to be a strong opportunity to
  gather pledges.

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Retailer Promotions

• Local Vons stores Nov/Dec -- Edison Mobile
  Education Unit
• Additional promotion with Ranch 99 Markets
  February 08

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Fall Lighting Campaign Goals

• Pledges- 100,000 Pledges by Sept. 30, 2008
  (50,000 Pledges by 12/31/07)
• Sales- 400,000 Bulbs
• Energy Savings- 155,200,000 kWh
• Lifetime Cost Savings- 26,144,000
• Greenhouse Gas- 135,080,000 lbs.

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Appendix

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Radio (General Market)
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Radio (General Market)
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Radio (Spanish Language)
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Radio (Spanish Language)
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Marketing Approach -- A Continuum