EBCE Brand
Evolution
Background & Next Steps
APRIL 2023
Agenda
2 Background & Rationale
Insights
Stakeholder Engagement
What’s Next
Background &
Rationale
3 4
In the Beginning…
When we launched EBCE, our primary
objective was to educate:
• What is a CCA?
• How does your bill work?
• EBCE is not a scam…
Our brand expression is:
● Very literal; we have a highly
descriptive name and logo
● Self-referential; our
messaging has traditionally
focused on what we do (as
opposed to what that means
for the consumer)
● Familiar; our “look” is similar
to many other CCAs or IOUs
A Brand Expression to Support Education and Trust
$19 million annual
customer savings vs.
what would have been
paid for PG&E service
$21 million spent on
local programs like
battery energy
storage, induction
cooking, and electric
heat pump water
heaters 1,015 megawatts of
new wind, solar, and
battery storage,
including projects in
Alameda County
95% average
retention rate across
our service area
Steady expansion
of our service area;
Pleasanton, Newark +
Tracy 2022;
Stockton 2024
On track to implement
the strategy for
100% clean by 2030
2022 National Notable Achievement
Award for Land Revitalization Team
Excellence
We’ve Been Successful
We Continue to Mature and Evolve to Better Serve our Communities ● We are moving from simply
filling demand to creating it
● Growing capacity and
expertise to stand up
consumer- and commercial-facing programs that expose
customers to electric
alternatives and speed their
adoption
Insights
8 Our Name is a Barrier to Success in San Joaquin County* *n=400; 57.5% of sample from Stockton
East Bay
Community
Energy
Brite Power Enspira Energy EVA Energy Community
Energy
NorCal
Community
Energy
EBCE
Q12. Which one of these names is your least favorite?
EBCE Aided Awareness Over Time
2020
n=300
35.33%
64.67%
No
Q: Are you familiar with East Bay Community Energy (EBCE)? 2021 - April
n=300
40.67%
59.33%
No
Yes
Yes
2021 - October
n=400
No
Yes
31.5%
68.5%
Takeaway: Aided awareness appears to be influenced by advertising (April 2021 survey conducted during time of heavy advertising), but is otherwise flat
Unaided Awareness
Question: PG&E manages the electricity system in your area. You also have an option for generation service (power plants). Is that…
11 May 2022
22.25%
46.5%
October 2022
46.5%
22%
Stakeholder
Engagement
12 13
Stakeholder Map
14 Outreach Plan
January February March April May June
Research (San Joaquin
Co):
- N = 400
- Awareness, priorities,
reaction to name
Foundation sessions:
BOD Ad Hoc committee: 1-hr
meeting, bring up to speed-ask to be champions
1:1 with CAC Chair + Vice
Chair, introduce the concept of
the ad hoc committee; provide
background and rationale
Research (Name):
- Existing customers
- Stakeholders
Presentation of process:
MuniPals
Foundation session:
Additional CAC ad hoc
committee member
Presentation of process:
Full Staff (4/3)
Exec Comm Review (4/5)
Exec Comm review of
name/identity process
(standard meeting)
Input sessions (w/o 4/10):
- BOD Ad Hoc Review of
names
- CAC Ad Hoc Review of
names
CAC review of BOD info
item via standard meeting and
regular agenda review process
Board Meeting (4/19):
Info on Name Process
Exec Comm Review (5/3)
Exec Comm review of
name/identity progress to date
without sharing names
(standard meeting)
Board Meeting (5/17):
Approval of name
Input sessions:
- BOD Ad Hoc Review of
identity
- CAC Ad hoc Review of
identity
CAC review of BOD item via
standard meeting and regular
agenda review process
Board Meeting (6/21):
approval of identity via
standard mtg
Next Steps
Brand Evolution Timeline
May
Identity Exploration
Together with Landscape, develop candidate
brand identity options.
June
Finalize & Approve Identity
Refine preferred identity direction. Present
final identity to BOD for awareness.
Feb - March
Naming Exploration
Together with our partner, Landscape,
develop a shortlist of name options for
feedback
April
Finalize & Approve Name
Present short list of name for feedback;
refine list with feedback. Perform legal and
linguistic checks; present final selection to
BOD for approval
BOD and CAC Ad Hoc
Committee Naming
Presentations – w/o April 3
Adopt recommended name
- BOD Meeting, May 17
BOD and CAC Ad Hoc Committee
Identity Presentations - Early June
Adopt recommended
identity - BOD Meeting,
June 21
BOD Ad Hoc Committee
Orientation – March 1
CAC Ad Hoc Committee
Oriientation – April 27
Thank You!