Marketing Update
Marketing, Legislative, and Regulatory
Committee
June 21, 2024
1. Current Highlights
2. Looking Ahead
3. Awareness Campaign Update
2 3
1. Current Highlights
4 Alameda County Fair • Largest event in Alameda County • Draws almost a half million visitors • Over 3.7 million web visitors • Everyday from June 14-July 7 • This year, Ava is sponsoring Movies on the Lawn • Free family movie every night • Boothing on four days • Active engagement with visitors before the movie (trivia). Participants receive a deck of
Ava playing cards
• All seats have an Ava hang tag • Picnic tables have an Ava sticker • Branded trussing above the movie screen • Ava 0:30 ad running on the screen in rotation all day
5 Alameda County Fair
Ava-branded playing cards Movies on the Lawn hangtags — QR code brings attendees to a page showing the movie
schedule and highlighting the Ava incentive finder
- 2-year contract with Channing St. Copper Co.
- Minimum of 20 events annually
- Small-to-medium community events
- Various locations throughout our service area
Success Metrics for Program
○ # attendees per event (manual count)
○ mailing list sign-ups (interactions)
Calendar of Events is live: AvaEnergy.org/induction-calendar Induction Cooking Education and
Awareness Community Investment Grant
6 Livermore Street Festival in May
Meet Charlie
● Induction range from Channing Street Copper
Company with battery storage
○ works up to 6 hours without a charge
● Portable, easy to transport
● Special all-white model for LiveDemo events
● Chef Lisa Pinckney live induction cooking
demonstrations, prepares and distributes food
samples
Induction Cooking Education and
Awareness Community Investment Grant
7 Marketing Support provided by Ava
Customer outreach
● Email blasts
● Social media posts
● Ava Fact Sheet (for vendor)
Booth equipment
● Ava-branded tent
● Tabletop sign
Induction Cooking Education and
Awareness Community Investment Grant
8 Aprons (2 designs available)
● Designed for use by presenter
● Gifts for raffle winners
Promotional items for attendees
● Ava brochures
● Magnets (2 designs)
● Shopping bags(2 designs)
Booth Equipment
For use at all Ava sanctioned events
9 TABLETOP SIGN
10’ PORTABLE BOOTH
Promotional gifts for event attendees
10 SHOPPING BAGS
MAGNETS APRONS
Customer Communications
11 Social Media Template
Email Template
12 Upcoming events:
• Berkeley Juneteenth - June 16
• Lincoln Summer Nights - July 11
• Lincoln Summer Nights - August 8
Ava-branded giveaway bags
Taste of San Leandro Festival Livermore Street Festival in May 13 Outreach and Sponsorships - upcoming events
Event Date Location
Alameda County Fair June 14-July 7 Pleasanton
Hayward Juneteenth June 22 Hayward
Oakland Soul soccer game June 30 Oakland
Oakland Roots soccer game July 7 Hayward
Lincoln Summer Nights July 11 Oakland
Bill Pickett Rodeo July 13-14 Oakland
Pedal Brewfest July 20 Oakland
Oakland Roots soccer game July 21 Hayward
Fremont Festival of the Arts August 3-4 Fremont
Lincoln Summer Nights August 8 Oakland
Oakland Roots soccer game August 10 Hayward
Fremont Festival of India August 17-18 Fremont
Outreach and Sponsorship
14 Our summer sponsorship presence also includes:
• Oakland Ballers baseball (including field signage,
social media posts)
• Pleasanton RAGE women’s semi-pro soccer
(including field signage, logo on jersey, social
media)
• We hired two summer outreach interns to
support our efforts
Local Development Outreach
15 Upcoming postcard to fleet
owners promoting evFleet
ICLP outreach email driving
4x higher than expected
application rate
Updated Accelerator
webpage based on flyer
16 2. Looking Ahead
17 Local Development Programs
Health-e
Communities
Fill the pipeline for pilot
phase of program.
Goal: replace 200 gas
stoves with induction
DCFC
Launch Oakland City
Center West site
Managed Charging
Enroll participants in
ambitious load-shifting
program
e-Bikes
Create demand for
e-Bike incentive and
(in 2025) lending
vouchers
18 AvaEnergy.org Redesign
● Ava is continuing and expanding the multi-year partnership with Habitat for Humanity to support Sequoia Grove, a new development for low-income households in Hayward.
● Sequoia Grove will be Habitat’s first fully electric and EV-friendly home development in Alameda County.
○ Homes will feature induction cooktops, battery
backups, heat pumps, and will be EV-ready
● The groundbreaking ceremony will be in mid-August
(exact date TBC)
19 Habitat for Humanity
20 3. Awareness Campaign Update
21 Reminder: Campaign
Goals and Objectives
Create awareness of the Ava name and the associated
benefits of renewable energy among residents, businesses, and organizations in our service area
• Achieve 80% reach in Ava service area with 3x frequency • Create a campaign that is scalable, consistent and
impactful across our territory
• Collect data for customer insights and marketing
optimization
Content
Direct Mail
Email
Organic Social
Content Development
22 Paid and Owned Media Calendar: Months 1–6
Topic Intelligence
SEO
PPC
Content Syndication News Media
BANG Digital Ads
BANG Sponsored Content
Streaming Radio
Next Door
OOH/Digital OOH
BART
Prep
Feb March April May June July
Prep
Prep
Prep
Prep
Prep
Prep
Prep
Prep
Prep
Paid Media Owned Media
Under
Construction
New
Co-Branded Postcards
23 Streaming Audio
24 Livermore BC Example
On-Going Campaign Placements
25 Key results to date
26 • Sustained and meaningful increase in traffic to
AvaEnergy.org since February
• Improved discoverability and PPC are making the
difference
• Ava has overtaken EBCE as the most popular Google
search term
• Positive feedback from community members, friends, and Ava staff on billboard presence
• Anecdotal evidence from Berkeley city staff that direct mail drove traffic to Green Home Tour
Results / Insights:
Sustained Increase in Organic Site Traffic
Source: Google Analytics 27
Results / Insights:
“Ava” Replacing “EBCE”
28 4.5 of top 15 organic keywords
include Ava
Only 1.5 of top 15 include
EBCE
Source: Topic Intelligence
Results / Insights:
Cost / Bills Remain Still Top of Mind
Source: Google Analytics 29
Results / Insights:
PPC Drives Engagement
30 Source: Topic Intelligence
31 Performance Against
our Goals
Create awareness of the Ava name and the associated
benefits of renewable energy among residents, businesses, and organizations in our service area
• Achieve 80% reach in Ava service area with 3x frequency • Create a campaign that is scalable, consistent and
impactful across our territory
• Collect data for customer insights and marketing
optimization
32 Next Steps • Evaluate underperforming channels and remove / replace • Evolve campaign creative (focus on reasons to believe) • Post new creative and to existing / new OOH sites