SM
LIOB Meeting: Communications Section
July 2012
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SOUTHERN CALIFORNIA EDISON
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Marketing Overview for 2012
Ethnic advertising and community outreach are key components of
SCE’s local marketing, education, and outreach efforts
Ethnic Advertising:
To date, in 2012, SCE has or is purchasing paid advertising in 77
ethnic media outlets, of which 45 (58%) are ethnic-owned
• Reaching: Hispanic, Asian and African American markets
• Produced in 7 languages: English, Spanish, Cambodian (Khmer),
Chinese (Mandarin and Cantonese), Korean, Tagalog and
Vietnamese
Pitched stories to approximately 200 ethnic media outlets
Recently contracted with New America Media [a network of ethnic and
independent-media outlets]
• Held 3 ethnic media briefings in June
• Producing advertorials on the topics of Summer Readiness and Safety
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SOUTHERN CALIFORNIA EDISON
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Marketing Overview for 2012
Ethnic Community Outreach:
To reach our ethnic and at-risk customers, SCE has established
relationships with:
•
•
•
•
•
Community Based Organizations
Faith Based Organizations
Capitation agencies
City and government partners
Retailers
Conduct grassroots outreach
• Community Forums
• Emergency Preparedness Forums
• In partnership with the American Red Cross
• Ethnic Events
• Door to door canvassing (for Energy Savings Assistance program)
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SOUTHERN CALIFORNIA EDISON
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2012 Safety Campaign
Objective:
• Motivate customers to think about safety
Markets: General Market, Hispanic, Asian
(Cambodian, Chinese, Korean, Filipino, Vietnamese),
African American
Media Channels: Broadcast TV, Cable TV, Radio, Out
of Home, Online/Digital, Print, Media Relations
Other Channels: Bill Messaging, SCE.com
Ethnic Community Outreach:
• Emergency Preparedness Community Forums
(Dare to CARE)
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SOUTHERN CALIFORNIA EDISON
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2012 Summer Readiness Campaign
Objectives:
• Encourage conservation
• Drive awareness and participation in integrated
Demand Side Management programs
• Remind customers how to prepare and find
information in the unlikely event of rotating outages
Markets: General Market, Hispanic, Asian (Chinese,
Korean, Vietnamese)
Media Channels: Print, Radio, Out of Home,
Online/Digital, Media Relations
Ethnic Community Outreach:
• City of Alhambra ECO Fair
• Beaumont Cherry Festival
• We Connect event in Santa Ana
• Yucaipa Iris Festival
• Cinco De Mayo Festival in Santa Ana
Other Channels: Direct Mail, Email, Outbound Call, Bill
Messages, Social Media, SCE.com
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SOUTHERN CALIFORNIA EDISON
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2012 Income Qualified Marketing
Objective:
• Increase enrollment and participation, among qualified
customers, in CARE and Energy Savings Assistance
Print Advertising:
• Markets:
• African American (Black Voice, Compton Bulletin,
Our Weekly, La Sentinel)
• Chinese (World Journal, Sing Tao, China Press LA)
• Korean (Korea Times, Korea Daily)
• Vietnamese (Nguoi Viet, Viet Bao, Saigon Times)
• Filipino (Balita, US Asia Post, Asian Journal)
• Cambodian (Angkor – Borei)
• Timing: July 8 – September 23
• Current Estimated Print Advertising Spend*: ~$76,000
Other Channels
• Customized mailers in customers’ preferred language to
promote ESAP
• ESAP specific outbound calls in customers’ preferred
language
• Door to door canvassing
• Bill Messages and Onserts, Social Media, and SCE.com
*Includes media buy and production through September.
image source: google images
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SOUTHERN CALIFORNIA EDISON
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2012 Income Qualified Marketing
Ethnic Community Outreach
• CBO/FBO Outreach
• Capitation Agencies - over 200
• Grassroots Events with In-language speaking reps
Examples of Ethnic Outreach:
Latino Disability Conference
• Hosted by Disability Rights California
• Event brought together Latinos with diverse disabilities
and provided resources to the community
AgeWell Staff and Case Manager Training in Orange
• Provided training to staff on Income Qualified programs,
medical baseline, and DSM programs
• Attendance: 60 people
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SOUTHERN CALIFORNIA EDISON
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Appendix
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SOUTHERN CALIFORNIA EDISON
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Appendix
Media Outlets
Ethnic-owned
Ethnic Media
Utilized
ADV 2012
Safety
ADV 2012
Summer
Readiness
ADV 2012 Earned Media
ESAP/ CARE 2012 Safety
African-American Media Outlets
Print
X
X
X
X
X
X Bulletin)
Precinct Reporter Group (Precinct Reporter, Long Beach Leader, Tri-County
The Pasadena/SG Valley Journal News
X
Tri County Sentry
X
X
California Crusader
X
Inglewood Today
X
Our Weekly Los Angeles
X
Westside Story Newspaper
X
LA Focus
San Bernardino American News
X
X
Yes We Can
Black Voice News
Inland Valley News
LA Sentinel
WAVE Newspaper Group
Long Beach Times
Compton Bulletin
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Online
Inlandvalleynews.com
Sbamerican News.com
Pasadenajournal.com
Californiacrusader.com
Crowncitynews.com
X
X
X
X
X
Provides information on 2012 paid and/or earned media activity.
X
X
X
X
X
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X
X
X
X
X
SOUTHERN CALIFORNIA EDISON
SM
Appendix
Media Outlets
Ethnic Media
Ethnic-owned
Utilized
ADV 2012
Safety
ADV 2012
Summer
Readiness
ADV 2012 Earned Media
ESAP/ CARE 2012 Safety
Asian Media Outlets
Print (Market)
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Viet Bao Daily News (Vietnamese)
X
X
X
World Journal (Chinese)
X
X
X
Angkor Borei News (Cambodian)
Asian Journal (Filipino)
Balita USA (Filipino)
China Press (Chinese)
Chinese LA Daily News (Chinese)
Daily Sports Seoul USA (Korean)
International Daily News (Chinese)
Korea Daily (Korean)
Korea Times (Korean)
Korean Sunday News (Korean)
Nguoi Viet (Vietnamese)
Rafu Shimpo (Japanese)
Saigon Times (Vietnamese)
Sing Tao Daily News (Chinese)
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Provides information on 2012 paid and/or earned media activity.
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X
X
X
X
X
X
X
X
X
X
X
X
X
X
US Asian Post (Filipino)
Zhong Guo Daily News (Chinese)
X
X
X
X
SOUTHERN CALIFORNIA EDISON
SM
Appendix
Media Outlets
Ethnic-owned
Ethnic Media
Utilized
ADV 2012
Safety
X
X
X
X
X
X
X
X
ADV 2012
Summer
Readiness
ADV 2012 Earned Media
ESAP/ CARE 2012 Safety
Asian Media Outlets
Radio (Market)
EDI - KWRM AM 1370 (Mandarin)
Network Asia - KAZN 1300 AM (Mandarin)
KMRB
Radio Seoul - KMPC 1540 AM (Korean)
X
X
X
Radio Korea - KFOX 1650 AM (Korean)
X
X
X
Little Saigon Radio - KVNR 1480 AM(Vietnamese)
X
X
X
X
Saigon Radio Hai Ngoai - KALI 106.3 FM (Vietnamese)
X
X
X
X
TV
ETTV America
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Online
International Daily News Online
Viet Bao Daily Online
Asian Journal Online
Korea Daily Online
Daily Sports Seoul USA Online
ChineseDaily.com
Chinese LA Daily News Online
Zhong Guo Daily News Online
ETTV America Online
X
X
X
X
X
Provides information on 2012 paid and/or earned media activity.
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SOUTHERN CALIFORNIA EDISON
SM
Appendix
Media Outlets
Ethnic-owned
Ethnic Media
Utilized
ADV 2012
Safety
ADV 2012
Summer
Readiness
ADV 2012 Earned Media
ESAP/ CARE 2012 Safety
Hispanic Media Outlets
Print
El Panamericano
El Sol
La Nueva Voz
Excelsior
La Opinion
Azteca News
La Prensa Hispana
HOY
La Prensa
Siglo 21
Eastern Group Publications
Provides information on 2012 paid and/or earned media activity.
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
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X
X
X
X
X
X
X
X
X
X
X
X
X
SOUTHERN CALIFORNIA EDISON
SM
Appendix
Media Outlets
Ethnic-owned
Ethnic Media
Utilized
ADV 2012
Safety
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
ADV 2012
Summer
Readiness
ADV 2012 Earned Media
ESAP/ CARE 2012 Safety
Hispanic Media Outlets
Radio
KBUE 94.3 FM "Que Buena"
KCHJ
KDLD
KFSO- La Preciosa 92.9 FM
KHJ-AM "La Ranchera" 930 AM
KLAX-FM "La Raza" 97.9
KLBN
KLOB- 94.7FM Super Estrella
KLVE-FM "KLOVE" 107.5 FM
KLYY-FM
KMQA-FM
KRCD
KRDA-FM
KSCA
KSSE
KTNQ-1020 AM
KUNA- 96.7 FM
KWIZ FM - Sonido 96.7
KWKW-AM
KXOS-FM
X
X
X
X
X
Provides information on 2012 paid and/or earned media activity.
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X
SOUTHERN CALIFORNIA EDISON
SM
Appendix
Media Outlets
Ethnic-owned
Ethnic Media
Utilized
ADV 2012
Safety
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
ADV 2012
Summer
Readiness
ADV 2012 Earned Media
ESAP/ CARE 2012 Safety
Hispanic Media Outlets
TV
KAZA - TV Azteca Americas
GALA (cable)
KFTR-TV Telefutura
KFTV-TV Univision
KMEX-TV Univision
KMSG - TV Azteca Americas
KNSO-TV Telemundo
KRCA-TV (Liberman)
KTFF - TV Telefutura
KUNA-TV Telemundo
KEVC - TV Telefutura
KVEA-TV Telemundo
KVER-TV Univision
KWHY-TV
KYAV - TV Azteca Americas
Online
La Opinion- Online
Excelsior (Online)
La Prensa Hispana (Online)
Kunamundo.com (Online)
Impremedia.com (Online)
El Panamericano (Online)
X
X
X
X
X
X
Provides information on 2012 paid and/or earned media activity.
X
X
X
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X
X
X
X
X
X
X
X
X
X
SOUTHERN CALIFORNIA EDISON