ALJ/SCR/avs PROPOSED DECISION Agenda ID (REV. 1) Ratesetting 9/15/16 Item 29 Decision PROPOSED DECISION OF ALJ ROSCOW (Mailed 8/12/2016) BEFORE THE PUBLIC UTILITIES COMMISSION OF THE OF CALIFORNIA Application of Pacific Gas and Electric Company for Approval of 2013-2014 Statewide Marketing, Education and Outreach Program and Budget (U39M). Application 12-08-007 (Filed August 2, 2012) And Related Matters. Application 12-08-008 Application 12-08-009 Application 12-08-010 DECISION APPROVING IMPLEMENTER FOR THE 2017-2019 STATEWIDE MARKETING, EDUCATION, AND OUTREACH PROGRAM AND PROVIDING GUIDANCE FOR 2017 ACTIVITIES
We provide this summary of the structure and the process of the program because our second task in today’s decision is to provide guidance to the new statewide implementer and other stakeholders regarding our expectations for this unfolding process as we move into 2017. In March 2016, at the time of the Commission’s Phase 3 decision, we expected to soon develop the necessary record to provide final guidance, in today’s decision, regarding our intentions and expectations for the conduct of the Statewide ME&O program from 2017 onwards, which would enable us to close this proceeding. This plan has turned out to be overly ambitious for several reasons, and we modify the plan accordingly in this decision. As noted above, in addition to establishing the RFP process, the second major purpose of D.16-03-029 was to respond to parties’ recommendations regarding the 2017 vision, goals, strategies, objectives, governance structure and budget of the program. The Commission adopted revisions to its Vision for the program, as well as revised Long- and Short-term Goals intended to accomplish that vision. The Commission also expanded the governance structure to provide for the preparation of a five-year ME&O Strategic Roadmap and annual Joint Consumer Action Plans. In taking these actions, the Commission’s purpose was to provide guidance for the upcoming RFP process. However, as noted above, the Commission deferred action on some matters. The Commission addressed extensive comments and reply comments filed by parties in response to questions posed in the October, 2015 Scoping Memo and stated its intention that operation of the program from 2017 onwards would incorporate the best ideas from those comments. D.16-03-029 adopted modifications to the Statewide ME&O program where sufficient record existed to do so, but the Commission also concluded that information about the results achieved by the program in 2014 and 2015
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 brand 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 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- ,
actions available to them. to engage with resources and tools to learn more about their energy use. Inform the benefits of in local program seasonal or no/low cost actions. Targeted, Integrated Marketing: For residential customers- the of messages that are targeted to specific customer groups, are Provide direction about how can learn more about and
enroll in local program and time sensitive or how to take no/low cost actions. Identify and pilot and message delivery for partners that existing utility including, local retailers, and realtors. Identify and pilot methods to provide to small business owners. For small business owners- the of effective integrated tactics and piloting of methods to with small business owners. analysis will be used to develop effective integrated tactics and identifies interests, awareness, needs, and barriers to energy efficiency, distributed generation, demand response enabling and time of use concepts.
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,
making the best marketing choices to achieve the Statewide ME&O program’s goals, given the target segment and best means of reaching it. This suggests that the tactics be left up to the Implementer, working in conjunction with the IOUs and RENs, articulated through the ME&O Strategic Roadmap and Annual Joint Consumer Action plans, with general strategic guidance from the Commission.” Second, PG&E recommends revision of the current measurable objectives to match the goals, and prioritization of the objectives as either “primary” or “secondary.” PG&E would (1) edit the measurable objectives to better guide the statewide implementer and stakeholders in their program management decisions, and (2) indicate which entity has primary and supporting responsibility for each objective. PG&E sums up its discussion by citing its previous comments on the October, 2015 Assigned Commissioner Amended Scoping Memo and Ruling, and recommends that statewide ME&O campaigns reflect the principles of a “pragmatic” marketing model which begins with a clear objective; is supported by explicit and measurable strategies, objectives, and tactics, and concludes with an outcome assessment, the findings from which are then reflected in all subsequent campaigns. PG&E states that the Commission’s revised goals, strategies, and objectives provide an opportunity to implement such a model. 4.3.2. SCE SCE supports the revised vision and goals adopted in D.16-03-029, but recommends that the Commission revise program metrics to align with the revised ME&O vision, the revised long-term goal, and the nine measurable objectives adopted in D.13-12-038.
decisions incorporate a “RASCI” model, with the CEC and the Commission as the “accountable” party and the statewide implementer as the “responsible” party. Role Description of Role Entity RESPONSIBLE The one charged with delivering the successful outcome; Leads, coordinates, implements; can delegate to others as supportive Statewide Implementer ACCOUNTABLE (also Approver): The ultimate authority who assigns and approves the deliverable CPUC CEC SUPPORTIVE Those who provide resources or play a supporting role in implementation or outcome and deems its success Advisory Board IOUs RENs