the 5-year ME&O roadmap and annual integrated communications plans? The second matter addressed in post-workshop comments concerned the “20132015 Statewide ME&O Cross-Cutting Process Study” (Cross-Cutting Process Study). As noted above, this is a multi-phase study effort designed to provide recommendations and feedback for ME&O efforts conducted by the statewide and local program administrators. The objective of the study is to document processes, understand customer engagement, and look at issues around coordination of ME&O implementation between various groups. Since the Cross-Cutting Process Study has not been completed, in this decision, we refer to the study as the “draft” Cross-Cutting Process Study. The final study will address three objectives and seven “study tasks” within those objectives. First, for the objective of program “Design and Implementation”, the study tasks would explore (i) the statewide governance structure, (ii) budget allocation and tracking, (iii) campaign objectives and activities, and (iv) future program design. Second, for the objective of “Coordination”, the study tasks would explore (i) coordination across ME&O administrators and (ii) referrals to programs run by local program administrators. Third, for the objective of “Consumer Perspectives” the study tasks would explore consumer engagement and interaction with ME&O across program administrators (the intersection of ME&O efforts). In its workshop presentation, Opinion Dynamics summarized its findings to date, drawn from four of the seven study tasks. Opinion Dynamics stated that it has provided an “interim deliverable” on “Design and Implementation” issues, and had
marketing, and how local and statewide efforts can best be coordinated and complimentary”). D.13-12-038: Strategies for achieving long-term and goals D.13-12-038: Measurable objectives for Statewide Marketing, Education, and Outreach Expand Energy Upgrade California: Expansion of the Energy Upgrade California to become an umbrella brand that includes information about energy available for residential and small business consumers to act, and benefits of their action. Use the Energy Upgrade California brand to educate about the Home Upgrade why energy use matters, how California homes and use energy, as well as energy demand response, and energy , short- ,
Social Marketing: Use of social marketing techniques to create emotional and intellectual drivers for consumers to make a to change and participate in energy efficiency, demand response, or distributed generation Work with a marketing firm, and use behavior research to develop a social marketing Web portal: Creation of a web site that enables consumers to identify information, options and actions that are relevant to them and provides them with a path to get more information or take an action. (i), (ii), (iii), (iv) Statewide, Regional and Local Coordination: Ongoing information exchange between local, regional,
statewide ME&O program implementer should be independently responsible to the Commission for delivering the results of the statewide ME&O program. Vision for the Statewide Marketing, Education and Outreach program should be clarified. Long-term Goal for the Statewide Marketing, Education and Outreach program should be clarified. in 2017, the Statewide Marketing, Education and Outreach program should include an objective reflecting the Commission’s directive in D.16-03-029 that statewide marketing, education and outreach should as a lead generator for local and regional programs. final version of the “2013-2015 Statewide ME&O Cross-Cutting Process Study” should be subject to comments by parties in this proceeding. collaborative, record-based process should be followed by the statewide implementer, local program administrators, and other stakeholders to develop the five-year ME&O Strategic Roadmap and Annual Joint Consumer Action Plans as directed in D.16-03-029. part of the collaborative process directed by D.16-03-029, the statewide implementer and other stakeholders should also prepare final deliverables including (1) revised strategies to implement the adopted short- and long-term goals of the program; (2) revised measurable objectives to determine success in implementing the strategies; and (3) specific metrics to be used to evaluate the progress and success of the program.