AGENDA
ORANGE COUNTY POWER AUTHORITY
MEETING OF THE MARKETING AND COMMUNICATIONS COMMITTEE
Thursday, February 29, 2024
11:00 a.m.
This meeting will proceed as an in-person meeting at 3349 Michelson Drive, Irvine, CA 92612, Snyder Room (M-08) in Suite 200. In addition, as a convenience to the public, the Orange County Power Authority is also providing an option for members of the public to remotely view and participate in the meeting. Further details are below. Please note that, in the event of a technical issue causing a disruption in the remote participation option, the meeting may continue unless otherwise required by law.
Note: Any member of the public may provide comments to the Committee on any agenda items by requesting to speak during Item 4, or on any matter not appearing on the agenda but within the jurisdiction of the Committee by requesting to speak during Item 5. When providing comments to the Committee, it is requested that you provide your name and city of residence for the record.
Commenters are requested to address their comments to the Committee as a whole through the Chair. Comments may be provided in the following manner:
To provide comments during the meeting, in-person attendees, please fill out the public speaker slip and provide it to the clerk at the beginning of the meeting. Before Items 4 and 5, the Chair or Clerk will ask members of the public to join the queue to provide public comment. The queue will remain open for a reasonable amount of time to allow members of the public sufficient time to request to speak and inform the Committee of the number of speakers. After such time, the queue will be closed and the members of the public who have joined the queue to speak will be recognized at the appropriate time may speak. To join the queue on Zoom video conference by computer or mobile phone, use the “Raise Hand” feature. If joining the meeting using the Zoom dial-in number, you can raise your hand and join the queue by pressing *9. Members of the public will not be shown on video but will be able to speak when called upon.
Comments shall generally be limited to three minutes when speaking, provided that the Chair may equally reduce each speaker’s time to accommodate a large number of speakers or a large number of agenda items. If you have anything that you wish to be distributed to the Committee, please provide it via [email protected], who will distribute the information to the Members.
The public may participate using the following remote options:
ZOOM WEBINAR
Please click the link below to join the webinar:
Launch Meeting - Zoom
Dial-in: 1-669-900-6833
Webinar ID: 863 3137 7459
1. CALL TO ORDER
2. PLEDGE OF ALLEGIANCE
3. ROLL CALL
4. PUBLIC COMMENTS ON AGENDA ITEMS
Opportunity for members of the public to address the Committee on any items on the agenda.
5. PUBLIC COMMENTS ON NON-AGENDA ITEMS
Opportunity for members of the public to address the Committee on any items not on the agenda but within the jurisdiction of the Committee.
6. COMMITTEE MEMBER ANNOUNCEMENTS
Committee Members may briefly provide information to other members of the Committee and the public, ask questions of staff, or report on conferences, events, or activities related to Authority business. There is to be no discussion or action taken on comments made by Committee Members unless authorized by law.
7. CONSENT CALENDAR
The following items call for discussion or action by the Committee. The Committee may discuss and/or take action on any item listed below if the Committee is so inclined.
1. MINUTES FOR THE MARKETING AND COMMUNICATIONS
COMMITTEE MEETING OF SEPTEMBER 8, 2023
Recommended Action:
Approve as submitted.
8. REGULAR CALENDAR
The following items call for discussion or action by the Committee. The Committee may discuss and/or take action on any item listed below if the Committee is so inclined.
1. ADOPT 2024 CALENDAR
Recommended Action:
Adopt 2024 Calendar.
2. MARKETING, COMMUNICATIONS, AND PUBLIC ENGAGEMENT
UPDATE, INCLUDING UPDATE FISCAL YEAR 2024-2025 MARKETING
OUTREACH
Recommend Action:
Receive and file.
9. ADJOURNMENT
Compliance with the Americans with Disabilities Act
OCPA meetings comply with the protections and prohibitions of the Americans with Disabilities Act. Individuals with a disability who require a modification or accommodation, including auxiliary aids or services, in order to participate in the public meeting may contact 949-263-2612. Requests for disability-related modifications or accommodations require different lead times and should be provided at least 72-hours in advance of the public meeting.
Availability of Documents
Copies of the agenda and agenda packet are available at www.ocpower.org. Late-arriving documents related to a Committee meeting item which are distributed to a majority of the Committee prior to or during the Committee meeting are available for public review as required by law. Public records, including agenda-related documents, can be requested electronically at [email protected] or by mail to 15642 Sand Canyon Avenue, P.O. Box 54283, Irvine, CA 92619-4283. The documents may also be posted at the above website.
Such public records are also available for inspection, by appointment, at 3349 Michelson Drive, Suite 200, Irvine, CA 92612. Please contact [email protected] to arrange an appointment.
OCPA Marketing & Communications Regular Meeting of September 8, 2023 Page 1
MINUTES
REGULAR MEETING
MARKETING AND COMMUNICATIONS COMMITTEE
ORANGE COUNTY POWER AUTHORITY
Friday, September 8, 2023
1. CALL TO ORDER
Chair Jung called to order the Regular Meeting of the Marketing and Communications Committee at 11:00 a.m. on Friday, September 8, 2023.
2. PLEDGE OF ALLEGIANCE
Director Sonne led the Pledge of Allegiance.
3. ROLL CALL
Present: Chair Fred Jung City of Fullerton
Director Susan Sonne City of Buena Park
4. PUBLIC COMMENTS ON AGENDA ITEMS
None
5. PUBLIC COMMENTS ON NON-AGENDA ITEMS
None
6. COMMITTEE MEMBER ANNOUNCEMENTS
Chair Jung welcomed Director Sonne and thanked Director Castaneda for his service on both committees.
7. CONSENT CALENDAR
1. MINUTES FOR THE MARKETING AND COMMUNICATION MEETING
OF APRIL 7, 2023
Moved by Director Sonne and seconded by Chair Jung to approve the April 7, 2023, Minutes.
The motion carried unanimously by the following vote:
Ayes: Chair Jung, Director Sonne
Noes: None
Absent: None
OCPA Marketing & Communications Regular Meeting of September 8, 2023 Page 2
8. REGULAR CALENDAR
1. MARKETING & COMMUNICATIONS UPDATE, INCLUDING UPDATE
ON SURVEY AND RESEARCH FINDINGS
Interim Chief Executive Officer, Joe Mosca, and Tom Patras, Principal at EMC research provided a summary of the presentation on this item.
Action Taken:
Received and Filed.
8. ADJOURNMENT
There being no further business to come before the Committee, Chair Jung adjourned the meeting at 12:23 p.m. The next OCPA Marketing and Communications Regular meeting will be on November 3, 2023.
Submitted by:
Pat Jacquez-Nares, Board Authority Secretary
OCPA Marketing & Communications Regular Meeting of September 8, 2023 Page 3 Compliance with the Americans with Disabilities Act
OCPA meetings comply with the protections and prohibitions of the Americans with Disabilities Act. Individuals with a disability who require a modification or accommodation, including auxiliary aids or services, in order to participate in the public meeting may contact 949-263-2612. Requests for disability-related modifications or accommodations require different lead times and should be provided at least 72-hours in advance of the public meeting.
Availability of Documents
Copies of the agenda and agenda packet are available at www.ocpower.org. Late-arriving documents related to a Committee meeting item which are distributed to a majority of the Committee prior to or during the Committee meeting are available for public review as required by law. Public records, including agenda-related documents, can be requested electronically at [email protected] or by mail to 315642 Sand Canyon Avenue, P.O. Box 54283, Irvine, CA 92619-4283. The documents may also be posted at the above website.
Such public records are also available for inspection, by appointment, at 3349 Michelson Drive, Suite 200, Irvine, CA 92612. Please contact [email protected] to arrange an appointment.
ORANGE COUNTY POWER AUTHORITY
Staff Report – Item 8.1
-------------------------------------------------------------------------------------------------------------------- To: Orange County Power Authority Marketing and Communications Committee From: Joe Mosca, Interim Chief Executive Officer
Subject: ADOPT 2024 CALENDAR
Date: February 29, 2024
--------------------------------------------------------------------------------------------------------------------
RECOMMENDED ACTION
Adopt 2024 Calendar.
BACKGROUND
After an extensive review of holidays, and meeting dates and times of member agencies, staff recommend Marketing and Communications Committee meetings be held at 11:00 a.m. on the dates below. These dates were chosen to reduce any conflicts with other meetings and holidays.
Thursday, April 4, 2024
Thursday, July 25, 2024
Thursday, November 21, 2024
FISCAL IMPACT
None
ATTACHMENTS
None
ORANGE COUNTY POWER AUTHORITY
Staff Report – Item 8.2
-------------------------------------------------------------------------------------------------------------------- To: Orange County Power Authority Marketing & Communications Committee From: Joe Mosca, Interim Chief Executive Officer
Subject: MARKETING, COMMUNICATIONS, AND PUBLIC ENGAGEMENT UPDATE, INCLUDING UPDATE FISCAL YEAR 2024-2025 MARKETING
OUTREACH
Date: February 29, 2024
--------------------------------------------------------------------------------------------------------------------
RECOMMENDATION
Receive and file.
BACKGROUND
Staff will provide a marketing, communications, and public engagement update on their past and upcoming activities. Staff will also provide Fiscal Year 2024-2025 Marketing & Public Outreach Plan.
FISCAL IMPACT
None
ATTACHMENT
None
FY24-25 Marketing & Public Outreach Plan DRAFT
FY24-25 MARKETING &
PUBLIC OUTREACH PLAN
1 FY24-25 Marketing & Public Outreach Plan
Agenda
2 ● Public Outreach Update
● Research
● Brand Color Strategy
● Advertising Creative
● Media Plan
● Public Outreach Plan
3 FY24-25 Media Strategy Marketing Campaign
Public Outreach
Update
October 2023 - February 2024
4 FY24-25 Marketing & Public Outreach Plan
Public Outreach Highlights
One-Year Anniversary Campaign
● Implemented ad campaign for one-year anniversary of residential service ● Hosted anniversary media/photo opportunities in member communities; including chalk art activation in Irvine and tree plantings in Fullerton and Buena Park ● Launched one-year anniversary campaign video
● Hosted e-bike giveaway; increased newsletter subscribers by 798 Media Relations
● Hosted 4 deskside briefings with media
● Demonstrated continued improvement in positive/neutral media sentiment ● Hosted multicultural media briefing
● Placed front-page stories in The Orange County Register and North County News-Tribune ● Announced six new hires
● Announced new rate design and energy plans
5 FY24-25 Marketing & Public Outreach Plan
Public Outreach Highlights (cont.)
Community Outreach
● Participated in 28 community outreach events and made 3 presentations to the Orange City Council, the Fountain Valley City Council and the Irvine Electrification 101 Workshop ● Launched the OCPA Marketplace; conducted OCPA Marketplace and OhmConnect marketing campaigns
Digital Media
● Released three community newsletters (October, December, February) ● Published 10 blog posts
● Produced Year in Review infographic
● Launched campaign for the Explainer video
● Launched campaign for “Sustainably Speaking with Joe Mosca” Episodes 1-3, featuring Chair Fred Jung, Ayn Craciun, and Director Kathleen Treseder
● Launched campaign for “Picturing a Better Tomorrow” video featuring Director Tammy Kim 6 FY24-25 Marketing & Public Outreach Plan
Public Outreach Highlights (cont.)
Direct Mail
● Mailed Power Content Label to all customers
● Distributed OCPA Marketplace postcard for Black Friday sale in partnership with Google ● Completed new series of post-enrollment letters
Awards
● Received honoree recognition in the Orange County Business Journal 2023 Embracing Environmental, Social & Governance Special Report; produced an ad and advertorial ● Recognized as “Top U.S. Green Power Provider” by the National Renewable Energy Laboratory ● OCPA Board of Directors honored as “Sustainability Advocate of the Year” by the Asian Business Association of Orange County
● Received Elevate award from the Filipino American Chamber of Orange County 7 FY24-25 Media Strategy Marketing Campaign
Marketing
Plan
FY24-25 Marketing & Public Outreach Plan
OCPA commissioned a baseline survey of 1,800 registered voters countywide in August 2023. Key findings:
Survey
Nearly half of area voters are unfamiliar
with OCPA. Among those who are familiar,
ratings of the organization are low, including
from current OCPA customers.
Voters in Buena Park have higher
awareness and more positive opinions
of OCPA than other areas. Awareness
and negative ratings are higher in Irvine,
Huntington Beach, and Fullerton.
Messaging about OCPA caused a significant
shift in positive ratings, indicating potential
opportunity to significantly improve brand
ratings and awareness.
Most area voters believe climate change is a
very serious threat and that individual efforts
can make a difference, though there are large
partisan differences in these attitudes.
9 FY24-25 Marketing & Public Outreach Plan
Recommendations
● Despite negative initial ratings on overall brand and brand attributes, there was a significant positive shift following messaging about OCPA. ● This suggests there is an opportunity to improve overall awareness of OCPA and provide positive brand lift with an effective messaging and outreach effort. ● Focus outreach efforts on existing customers. Currently, OCPA customers’ ratings of the organization are only slightly better than non-customers and are generally net-negative overall.
● Improving the organization’s standing among current customers could help create potential advocates for OCPA.
10 FY24-25 Marketing & Public Outreach Plan
Strategy
Be first to provide accurate information to target
audiences; control the narrative and ensure customers
have clarity about who OCPA is, what it does, how
community energy works, the benefits and how the
tiered rate program works. Instill community pride in
the efforts of member communities to achieve climate
goals by bringing community energy to their cities.
11 FY24-25 Marketing & Public Outreach Plan
The marketing and public outreach efforts will continue to be tracked and reported out on a monthly basis to demonstrate progress and measure success. This will also help identify whether any activities need to be retooled to ensure maximum return on investment. 2024 Objectives
Ensure seamless
transition of Huntington
Beach customers back
to SCE
Sustain financial strength
to further reinvestment in
local communities and a
rate design that is lower
than SCE
Generate strong
interest from new
communities
Business Objectives
12 FY24-25 Marketing & Public Outreach Plan
Marketing & Public Outreach Objectives
Tracking Survey (research to be conducted in July/August) Improve awareness by 10%
Improve favorable opinion by 10%
Customer Survey (research to be conducted in July/August) Establish baseline metrics
Board & Government Relations
Produce Board handbook
Prepare a Community Advisory
Committee orientation program and
handbook
Host 1 annual staffers luncheon
Facilitate media training for individual
Board members (Chair and Vice Chair)
Advertising
Deliver more than 150M impressions
Generate 15,000 landing page and donated
giveaway blog page visits
Increase social media followers to 1,000+ on
Meta platforms (Facebook & Instagram)
Marketing
Mail 2 post-enrollment notifications to all new
customers
Distribute 6 community newsletters (every
other month) and increase newsletter
increase subscribers to 5,000 by end of
FY24 and 8,000 by end of FY25
Cultivate 10 commercial customers that will
engage in communications efforts
Coalition Building
Cultivate 25 “Sustainability Champions”
Cultivate strong relationships with 8
community-based organizations
Speakers Bureau
Make 24 presentations to groups and
organizations
Member Agency Community Events & Sponsorships
Participate in 24 events in member communities
Media Relations
Host 2 media briefings with local and
multicultural media
Achieve balanced or positive media coverage in
80% of news stories
13 FY24-25 Marketing & Public Outreach Plan
Marketing & Public Outreach Objectives
Social Media
Produce 6 organic content calendars for social media audiences Increase positive engagement and total net audience growth on social media platforms by 10%
Content Development
Create 2 episodes of “Sustainably Speaking”
Create a new series of short-form Q&A videos
Awards
Win/earn four awards recognizing OCPA’s accomplishments 14 FY24-25 Marketing & Public Outreach Plan
2024 County-Wide Tracking Survey
Research (July/August 2024)
Methodology using a multi-modal phone, email-to-web, and text-to-web survey
Total sample size of 600 which will be demographically and geographically representative of Orange County’s voter population, excluding Anaheim
An average interview length of approximately 15 minutes 15 FY24-25 Marketing & Public Outreach Plan
2024 Baseline Customer Survey
Research (July/August 2024)
An online survey via email to a customer list provided by OCPA.
Final sample size would depend on the robustness of OCPA’s customer database and the contact information available.
If email addresses are not available, an additional option is to distribute a postcard mailing to OCPA customer households driven to an online survey.
16 FY24-25 Marketing & Public Outreach Plan
Additional customer insights from the research:
Target Audiences
Democrats
(show the biggest
shift in opinions
after hearing more
about OCPA)
Chinese
(show the biggest
shift in opinions
after hearing more
about OCPA)
Younger
Women
(ages 25-49)
Vietnamese
(most willing to pay
more for electricity
– 61%)
Hispanic/
Latino
(highest
favorability toward
OCPA –
24%)
Buena Park
Residents
(higher awareness
and more positive
opinions)
Primary Target
Audience
All current
customers
Secondary
Target Audience
Residents
and business
owners
countywide
Local
elected
officials in
prospective
member
cities
17 FY24-25 Media Strategy Marketing Campaign
Brand Color
Strategy Update
COLOR
BREAKDOWN
Original
Palette
35%
15%
10%
20% 20%
10%
COLOR
BREAKDOWN
Updated
Palette
10%
25% 25%
10% 10% 10%
20 FY24-25 Media Strategy Marketing Campaign
Advertising
Creative
FY24-25 Media Strategy Marketing Campaign
Ad Creative
21 Life is a series of choices. Especially when it
comes to our planet. But what if you could flip
a switch and make a choice that counts? The
Orange County Power Authority is part of a
growing movement in California that is sourcing
cleaner energy on behalf of millions of
electricity users. As a local, not-for-profit public
utility, we give more than 230,000 Orange
County homes and businesses the choice of
renewable energy at competitive rates. It’s a
win for you, the community and the planet. Flip
the switch and make your next choice a
powerful one.
FY24-25 Media Strategy Marketing Campaign
Image Option
22 BILLBOARD
BUS SHELTER
FY24-25 Media Strategy Marketing Campaign
Commercial
23 COMMERCIAL GOES HERE
24 FY24-25 Media Strategy Marketing Campaign
Media Plan
25 FY24-25 Media Strategy Marketing Campaign
AWARENESS MEDIA
● Support new campaign video on TV, Cinema
screen, GymTV and digital
● Support new campaign images through Outdoor
and Print placements
● Where possible direct traffic to website
● 97% increase in website traffic in October 23
○ 229 Avg. visitors/day during Anniversary
campaign vs. pre/post trend of 116
visitors/day
● Targeting 150M Impressions Jan24-Jun25
Anniversary Campaign
+97% daily visitors
19M Paid Media Impressions
(+4M over goal)
26 FY24-25 Media Strategy Marketing Campaign
● We can deploy paid social campaigns without
having a large organic following
● However, social followers can be seen as
proxy for ‘buy in’ with a company
● Over time, email and boosting organic social
is lowest cost to regularly communicate
● In October 23 we saw spike of newsletter
signups (+790, or 60% of 2023 YTD signups)
during eBike giveaway, local events and
Anniversary campaign
EXPAND COMMUNICATION CHANNELS
27 FY24-25 Media Strategy Marketing Campaign
LINEAR CABLE / CONNECTED TV
● Two zones of Spectrum Cable: #1716 & #1563 to cover Irvine, Buena Park & Fullerton – includes Cox Cable subscribers in Irvine (25% coverage)
● Overlay of Connected TV with Spectrum Reach to include cord-cutters who get TV through Internet provider
● 0:30 brand video ads
● Months: Apr-May 24, Jul-Aug 24, Jan-Feb 25
● Networks skewed to those with high index to OCPA target ● 2M estimated Impressions
AWARENESS MEDIA
Sample Networks: High Index to
OCPA Target
FY24-25 Media Strategy Marketing Campaign
● Irvine Spectrum 20 with IMAX and Fullerton 20
(no available theaters in Buena Park)
● 0:30 brand video ads
● Months: Apr-May 24, mid-Jul-Aug 24, Jan-Feb 25
● 556K estimated Impressions
28 CINEMA
AWARENESS MEDIA
29 FY24-25 Media Strategy Marketing Campaign
OUTDOOR: FREEWAY DIGITAL
● I-5 showing to Southbound traffic traffic at Valley View approaching Buena Park
● 57 Freeway showing to Southbound traffic at Nutwood
next to Cal State Fullerton
● 14’x48’, 0:08s static image, rotated
● Months:Apr-May 24, Jul-Aug24, Jan/Feb 25
● 24M estimated Impressions
AWARENESS MEDIA
30 FY24-25 Media Strategy Marketing Campaign
OUTDOOR: MULTICULTURAL DIGITAL
● Digital signage at two malls frequented by high Asian/ethnic customer traffic
● The Source digital billboard (25’ x 48’) showing to I-5 freeway (Buena Park)
● Diamond Jamboree digital poster (42.7" x 74.6") near
Instagram backdrop (Irvine)
● Months: Apr-May 24, Jul-Aug 24, Jan-Feb 25
● 21.9M estimated Impressions
AWARENESS MEDIA
31 FY24-25 Media Strategy Marketing Campaign
OUTDOOR: BUS SHELTERS
● 10 bus shelters per month in Irvine,
Buena Park and Fullerton
● Months: Apr-Aug 24 (to avoid re-post), Jan-Feb 25
● Heavy up of 5 extra bus shelters in
Irvine during April around UC Irvine
and Irvine Valley College to to
promote May bicycle event
● Investigating pilot program in Irvine
to convert 3 shelters to new
“Showcase Shelter” larger unit
● 67.6M estimated Impressions
AWARENESS MEDIA
32 FY24-25 Media Strategy Marketing Campaign
GYM TV
● 7 gyms in Irvine, average of 5 screens per gym
@ Planet Fitness, LA Fitness, 24 Hour Fitness,
and Team Oyama Fitness
● Helps reach female target in Irvine to
compensate for lack of outdoor billboards
● 0:15 Spot, Full-Motion Video or Static Digital
● Months: Apr-May 24, Jul-Aug 24
● 12.5% SOV (1 minute per hour, rotating between
max of 8 advertisers)
● 1.1M estimated Impressions
AWARENESS MEDIA
33 FY24-25 Media Strategy Marketing Campaign
PRINT
AWARENESS MEDIA
● Bi-weekly ½ page insertions in community print for
Apr-May 24, Jul-Aug 24, Jan-Feb 25
○ Fullerton Observer (Fullerton)
○ Irvine World News (Irvine)
○ North County News Tribune (Buena Park &
Fullerton)
● 1 market-wide ½ page insertion + advertorial in
OCBJ’s ESG issue for Nov 24
● Ads to carry QR code linking to landing page
● 1.2M estimated Impressions
34 FY24-25 Media Strategy Marketing Campaign
OMNIPRESENT META CAMPAIGNS
EXPAND COMMUNICATION CHANNELS
● Omnipresent campaigns are a tactic on Meta
(Facebook/Instagram) where your target
audience gets 1-2 sponsored ads per day in their
newsfeed
● Goal is to build followers and engagement
● Test late Jan thru May 24, then bring back the
best-performing ads Sep-Nov 24 and Mar-May 25
● 5.3M estimated Impressions
35 FY24-25 Media Strategy Marketing Campaign
DONATED GIVEAWAYS
EXPAND COMMUNICATION CHANNELS
● Continue to build newsletter list by bringing back
eBike giveaway on Meta twice per year
● Seek to get donated vehicles from a local e-bike
retailers
● If budget becomes issue, could giveaway a Nest
system (likely less motivating than eBike)
● Update social ads and website page for:
https://www.ocpower.org/newsroom/blog/e-bike-giveaway/
● 5M estimated Impressions
36 FY24-25 Media Strategy Marketing Campaign
VIDEO & MULTICULTURAL SUPPORT
EXPAND COMMUNICATION CHANNELS
● Include layer of video support on Meta for English
and all 7 supported languages during the Awareness
time periods
● Specifically target residents in Buena Park, Fullerton and Irvine who have their social network preferences
set to their native language
● Would use 0:30 new campaign – with in-language
VO or subtitles – directed to versioned landing pages
with translated copy, Explainer video and FAQs
● English versions will not run Apr-May 24 so as not to compete with Omnipresent social campaign
● 5.1M estimated Impressions
37 FY24-25 Media Strategy Marketing Campaign
LANDING PAGE STRATEGY
● English + 7 versions for all supported languages
● Have “Sign Up For Newsletter” at top of page
● Pre-loaded with Explainer videos in the appropriate
language
● Include FAQs in-language
● Make “Follow Us On Social” links more prominent
● Link to ‘Understand Your Bill’ and plan upgrades
EXPAND COMMUNICATION CHANNELS
38 FY24-25 Media Strategy Marketing Campaign
YOUTUBE & LINKEDIN
SUSTAINING MEDIA
● Use existing content or new episodes
of “Sustainably Speaking”
● 12.8M estimated Impressions
● Continue boosting posts on LinkedIn
39 FY24-25 Media Strategy Marketing Campaign
PAID SEARCH
● Defensive tactic to push down links
to negative articles on search results
● Low search volume around OCPA
keywords, so budgets around
$500/mo.
● Only paying when resident clicks on
the sponsored search ad
SUSTAINING MEDIA
40 FY24-25 Media Strategy Marketing Campaign
MEDIA MIX
DRAFT
PUBLIC OUTREACH PLAN
JANUARY - JUNE 2024
42 FY24-25 Marketing & Public Outreach Plan
Annual Staffers Luncheon
Timing: April 2024
Introduction & Overview Presentations to League of California Cities, Orange County Chapter, Association of California Cities Orange County and the Orange County City Managers Association
Timing: January-June 2024
State of the Agency Presentations to Member City Councils Timing: October 2024
Prospective Member Cities
Timing: Ongoing
Elected Officials &
Prospective Member Cities
43 FY24-25 Marketing & Public Outreach Plan
Direct Mail
Post-Enrollment Mailings
Joint Rate Mailer
Power Content Label
(October 2024)
44 FY24-25 Marketing & Public Outreach Plan
Community Newsletter
Continue newsletter distribution
Timing: every other month
● February (completed)
● April
● June
● August
● October
● December
45 FY24-25 Marketing & Public Outreach Plan
Toolkit:
● Digital badge for website and social media
● Social graphics
● Employee newsletter content
● Testimonial video for OCPA’s social channels
● Guest post on OCPA blog
● Web content for company site
● Printed certificate
● Window decal
Key Customer Outreach: 100% Renewable
Commercial Customer Program
46 FY24-25 Marketing & Public Outreach Plan
Multicultural Outreach
Host informational, relationship-building briefings with key multicultural organizations
ABRAZAR
Asian Americans in Action
Asian American Senior Citizens Service Center
Cambodian Family Association
Coalition of Chinese American Cultural Association
Ektaa Center
Irvine Multicultural Association
Japanese American Association of Orange County
Latino Health Access
MECCA - Multi-Ethnic Collaborative of Community
Agencies
OMID Multicultural Institute for Development
Orange County Asian Pacific Islander Community
Alliance
Orange County Chinese Indian Association
Orange County Indian Women’s Association
Orange County Korean American Health Information
& Education Center
47 FY24-25 Marketing & Public Outreach Plan
Health Care Outreach
Outreach to the health care community to inform physicians about the benefits of OCPA in reducing greenhouse gas emissions – and create advocates Host informational breakfasts or receptions with health care professionals to educate about OCPA and the connection to pollution and asthma. Potential targets include:
American Lung Association of Orange County
American Pediatric Association of Orange County
Asthma Community Network
Latino Health Access
Orange County Asian Pacific Islander Community
Alliance
Orange County Korean American Health
Information & Education Center
Pulmonologists
48 FY24-25 Marketing & Public Outreach Plan
Conduct public outreach to residents in members
communities who may qualify for CARE/FERA aid through
community-serving groups.
Low-Income Neighborhood and
Older Adults Outreach
ACCESS California Services
Buena Park Collaborative
Coalition of Community Health Centers
Fullerton Collaborative
Latino Health Access
Meals on Wheels Orange County
OC Food Bank
Save Our Youth
Senior Centers
Southland Integrated Service
49 FY24-25 Marketing & Public Outreach Plan
Speakers Bureau
Proactively outreach to organizations to strengthen existing relationships, build new relationships and secure speaking opportunities.
Buena Park Noon Lions Club
Buena Park Rotary Club
Canyon Democrats
Climate Action Campaign / OC Climate Change Coalition
Crossroads Exchange Club of Orange County
Environmental and sustainability studies/sciences classes at University of California, Irvine, Cal State Fullerton, Chapman University and Concordia University
Fullerton Breakfast Lions Clubs
Fullerton Rotary Club
Habitat and coastal protection/conservation organizations Irvine Green Ribbon Environmental Committee
League of Women Voters of North Orange County
OC Goes Solar
Orange County Coastkeeper
Orange County Environmental Justice
Orange County For Climate Action
Rotary Club of Huntington Beach
Rotary Club of Irvine
Sierra Club Angeles Chapter | Orange County Group
Surfrider Foundation North Orange County
50 FY24-25 Marketing & Public Outreach Plan
Member Agency
Community Events &
Sponsorships
Continue to attend
community events in
member cities where OCPA
can have a presence, build
relationships, and reach its
target audiences and
beyond.
51 FY24-25 Marketing & Public Outreach Plan
Buena Park
Member Agency Community Events &
Sponsorships (cont.)
MAY | Buena Park State of the City
MAY | Love Buena Park
SUMMER | Summer Concert Series
AUGUST | Buena Park’s Super Senior Resource
Fair
SEPTEMBER | Buena Park CultureFest
OCTOBER | Buena Park Silverado Days
DECEMBER | Buena Park Christmas Tree
Lighting
MARCH | Fullerton State of the City, March
MAY | SHE Influences Conference & Business
Expo
MAY | Fullerton Mayor’s Prayer Breakfast
JUNE | Fullerton Day of Music
SEPTEMBER | Tommy Lasorda Day
SEPTEMBER | “Korea Day Harmony & Respect”
Annual Festival
DECEMBER | City of Fullerton Tree Lighting
Ceremony
Fullerton
52 FY24-25 Marketing & Public Outreach Plan
Irvine
Member Agency Community Events &
Sponsorships (cont.)
APRIL | Irvine Earth Day at Quail HIll
MAY | Irvine Korean Cultural Festival
Pretend City’s “Meet Me at the Museum”
JUNE | Celebrate Irvine, June
JUNE | Cool Irvine Sustainability Fair
AUGUST | City of Irvine’s Tae Kwon Do Day
SEPTEMBER | Fiesta Latina en Irvine
SEPTEMBER | OC Iranian Chamber of Commerce’s
Mehregan Festival
MARCH | Caltrans Clean California Day
OCTOBER | SoCal VegFest
Other
JUNE | Sustain SoCal Driving Mobility
SEPTEMBER | Mid-Autumn Festival
OCTOBER | Irvine Global Village Festival
OCTOBER | Ektaa Diwali Fest
DECEMBER | City of Irvine Holiday Tree Lighting
53 FY24-25 Marketing & Public Outreach Plan
Special Events
June
Host a New
Office Open
House
OC Forum on
Renewable
Energy
October
Hold a marquee
event
celebrating
OCPA
Plug in America
test-drive EV
May
Sponsor and
participate in
CycloIrvine on
May 4
April
Participate in
Earth Day
events in
member
communities
54 FY24-25 Marketing & Public Outreach Plan
Media Relations
Actively engage with all media outlets
covering OCPA
● Orange County Business Journal -
Leaderboard during Earth Month
● Los Angeles Times - Deskside
briefing with new CEO and Sammy
Roth, Climate Columnist
● The Orange County Register -
Continue engaging Brooke Staggs,
environmental editor
● Multicultural Media - Continue
multicultural media briefings
55 FY24-25 Marketing & Public Outreach Plan
Social Media
OCPA
News +
FAQs
Renewable
energy,
community
energy
information
Partner/peer
organization
highlights
and wins
Customer
highlights &
testimonials
Expert
voices +
articles
Relevant
awareness
days/months
Community
Events
Seven Content Pillars
Transparent and
authentic, speaking
with warmth as a
smart, informative,
trusted
Neighbor who cares
passionately about
renewable energy
Tone of Voice
56 FY24-25 Marketing & Public Outreach Plan
Blog Content
Potential guest experts:
Academics
Climate Researchers
Cleantech Business Leaders
Building Electrification
Youth and Education Climate Advocates
Environmental Groups
57 FY24-25 Marketing & Public Outreach Plan
Video
Sustainably Speaking with Joe Mosca
Dr. Shahir Foud Masri, ScD, assistant specialist in
air pollution exposure assessment and
epidemiology at the UC Irvine Program in Public
Health, where he conducts research on air
pollution exposure modeling and climate change.
“OCPA Unplugged” Short-Form Video Series
Featuring OCPA Board members and staff
answering frequently asked questions.
FY24-25 Marketing & Public Outreach Plan
Southern California Association of Governments Sustainability Awards (submitted, event is in May) Cal-CCA Climate Impact Awards (submitted, event is in May) Orange County Business Journal CFO of the Year (submitted event is in May) Irvine Chamber 40 Under 40 (event in September)
Orange County Business Journal Women in Business (event in August) Public Relations Society of America, Orange County Chapter PROTOS (due in May) Orange County Business Council - Turning Red Tape into Red Carpet (Fall) PRWeek Awards (due in September)
Orange County Business Journal ESG Issue (due in September) SABRE [public relations] (due in December)
Public Relations Society of America Silver Anvil (due in January 2025) 58 Awards
Potential award opportunities include:
59 FY24-25 Marketing & Public Outreach Plan
Huntington Beach Transition
OCPA customers in the City of Huntington Beach will be ending service in 2024 and returning to SCE for both the electric generation and distribution service. OCPA has already begun the various customer compliance communications.
Remaining Customer Mailings
- NEM customers – January 29, 2024 (60 days prior to their April transition) - Completed
- Non-NEM customers – April 2, 2024 (60 days prior to their June transition) Website Updates
60 FY24-25 Media Strategy Marketing Campaign
Thank you