AGENDA
ORANGE COUNTY POWER AUTHORITY
MEETING OF THE MARKETING AND COMMUNICATIONS COMMITTEE
Monday, March 3, 2025
4:30 p.m.
This meeting will proceed as an in-person meeting at 15310 Barranca Parkway, Suite 250, Irvine, CA 92618. 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: 853 1752 1483
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 5, 2024
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 2025 CALENDAR
Recommended Action:
Adopt the 2025 meeting calendar.
2. MARKETING AND COMMUNICATIONS UPDATE FOR JANUARY-FEBRUARY 2025 Recommended 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 15310 Barranca Parkway, Suite 250, Irvine, CA 92618. Please contact [email protected] to arrange an appointment.
MINUTES
REGULAR MEETING
MARKETING AND COMMUNICATIONS COMMITTEE
ORANGE COUNTY POWER AUTHORITY
Thursday, September 5, 2024
OCPA Marketing & Communications Regular Meeting of September 5, 2024 Page 1
1. CALL TO ORDER
Vice Chair Sonne called to order the Regular Meeting of the Marketing and Communications Committee at 3:00 p.m. on Thursday, September 5, 2024.
2. PLEDGE OF ALLEGIANCE
Vice Chair Sonne led the Pledge of Allegiance.
3. ROLL CALL
Present: Vice Chair Susan Sonne City of Buena Park
Director Tammy Kim City of Irvine
4. PUBLIC COMMENTS ON AGENDA ITEMS
None
5. PUBLIC COMMENTS ON NON-AGENDA ITEMS
None
6. COMMITTEE MEMBER ANNOUNCEMENTS
None
7. CONSENT CALENDAR
Moved by Director Kim and seconded by Vice Chair Sonne to approve the Consent Calendar.
The motion carried unanimously by the following vote:
Ayes: Vice Chair Sonne, Director Kim
Noes: None
Absent: None
1. MINUTES FOR THE MARKETING AND COMMUNICATIONS
COMMITTEE MEETING OF FEBRUARY 29, 2024
Action Taken:
Approved as submitted.
OCPA Marketing & Communications Regular Meeting of September 5, 2024 Page 2
8. REGULAR CALENDAR
1. MARKETING, COMMUNICATIONS, AND PUBLIC ENGAGEMENT
UPDATE, INCLUDING UPDATE FISCAL YEAR 2024-2025 MARKETING
OUTREACH
Director of Communications and External Affairs Henderson provided a summary of the presentation for this item
Director Kim requested to be invited to all P100NEER events in Irvine, and she would be available to attend. She also requested information on the target audience and data on the people viewing our content.
Director Henderson stated that the target audience is our member cities.
Director Kim stated that e-bikes were a big issue in Irvine and many cities.
Vice Chair Sonne stated that Buena Park had e-bikes on the agenda for discussion.
She thought it was a great presentation and was excited about the positivity around OCPA. She appreciated all the staff’s hard work.
Director Kim supported the candidate forums and asked if this would start this election cycle. The forums are a good way to provide education on OCPA to the candidates.
Vice Chair Sonne also believed the forum would be good in Buena Park. She also recommended to do this type of forum for the County, State Assembly, and Senate candidates.
Action Taken:
Received and filed.
9. ADJOURNMENT
There being no further business to come before the Committee, Vice Chair Sonne adjourned the meeting at 3:36 p.m.
Submitted by:
Pat Jacquez-Nares, Board Authority Secretary
ORANGE COUNTY POWER AUTHORITY
Staff Report – Item 8.1
-------------------------------------------------------------------------------------------------------------------- To: Orange County Power Authority Marketing and Communications Committee From: Jacquie Henderson, Director of Communications and External Affairs Approved By: Joe Mosca, Chief Executive Officer
Subject: ADOPT 2025 CALENDAR
Date: March 3, 2025
--------------------------------------------------------------------------------------------------------------------
RECOMMENDED ACTION
Adopt the 2025 meeting calendar.
BACKGROUND
After reviewing the holidays, and meeting dates and times of member agencies, staff recommend Marketing and Communications Committee meetings be held at 2:30 p.m. on the dates below.
These dates were chosen to reduce any conflicts with other meetings and holidays.
Thursday, June 5, 2025
Thursday, September 4, 2025
Thursday, December 4, 2025
FISCAL IMPACT
None
ATTACHMENTS
None
ORANGE COUNTY POWER AUTHORITY
Staff Report – Item No. 8.2
-------------------------------------------------------------------------------------------------------------------- To: Orange County Power Authority Board of Directors
From: Jacquie Henderson, Director of Communications & External Affairs Approved by: Joe Mosca, Chief Executive Officer
Subject: MARKETING AND COMMUNICATIONS UPDATE FOR JANUARY-FEBRUARY 2025 Date: March 3, 2025
--------------------------------------------------------------------------------------------------------------------
RECOMMENDED ACTION
Receive and file
BACKGROUND
The Orange County Power Authority (OCPA) Marketing and Communications Committee meets quarterly to review the agency’s outreach and engagement activities over the previous two to three months. This report will provide details on the success of notable outreach efforts over the past two months, and key future happenings.
ANALYSIS AND DISCUSSION
The beginning of the year has been an exciting and accomplishment-filled time for OCPA, and January-February marketing and communications efforts were dedicated to sharing good news and connecting with the community. The organization has been providing information on OCPA community programs and the 2025 energy plan offerings to customers, while continuing to build relationships with city and community stakeholders across a wide variety of channels. Highlights are outlined below:
New Ad Campaign
At the beginning of the new year, OCPA launched a new brand campaign with an updated theme now that OCPA has two years of success under its belt. The concept has been updated from “Flip the Switch,” which promoted the ease with which customers can choose renewable energy, to “Powering a Brighter Future,” that highlights how OCPA is making a difference in Orange County communities. A new :30 commercial has been running digitally and on cable / connected TV that showcases diverse representation and was filmed in member communities. To date, the ad has received over one million impressions. OCPA also updated its tagline from “The Power of Community” to “Your Clean Energy Choice.” The new tagline better defines OCPA as an organization and highlights renewable energy where this mention was previously lacking. The new commercial and details on the campaign are available in Attachment A.
Direct Mail in Member Cities
To ensure OCPA customers are consistently informed about the organization and their renewable energy account, mailers were sent to all 100% Renewable customers in the City of Irvine letting them know that the City has updated the default energy plan to Basic Choice and that their account will be automatically updated on their February meter read date. An email was also sent to all the customers with an email address associated with their account, to ensure communication was provided as broadly as possible. Mailers were also sent to all 100% Renewable customers in Buena Park letting them know that the City has updated the default energy plan to Smart Choice and that their account will be automatically updated on their March meter read date. Second mailers will go out in March for Irvine customers and April for Buena Park customers. Visuals of the mailer are included in Attachment A.
Community Engagement
Community outreach included a successful Community Leaders briefing attended by 25 leaders representing Orange County multicultural, community, and business organizations. The event was covered by multicultural news outlets including Little Saigon TV and US News Express. OCPA also launched an art contest for K-6 grade students residing in or attending schools in member communities. The “Picturing a Better Tomorrow” contest asked students to use their creativity to imagine ways of protecting the planet, reducing reliance on fossil fuels, and embracing renewable energy for future generations. The contest received over 100 entries from kids across OCPA member cities! Additional events are outlined in Attachment A.
Upcoming Events
In the coming month, OCPA staff looks forward to numerous community-facing events and opportunities to connect with customers, including future customers in Fountain Valley. OCPA will be providing an introduction for the Fountain Valley Community Foundation on March 20th, and is in the planning stages of pop-up events to provide information and answer questions in all member cities. Details on the pop-up events will be distributed as they are confirmed in an effort to connect with as many community members as possible. More details are available in Attachment A and will be presented at the committee meeting.
FISCAL IMPACT
None
ATTACHMENT
Attachment A: OCPA Marketing and Communications Update_03.25 Marketing and
Communications Update
January – February 2025
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025 Branding / Marketing
● Updated tagline to “Your Clean Energy Choice” for OCPA logo to better highlight OCPA's brand promise or offering ● Launched updated brand advertising awareness campaign, “Powering a Brighter Future” across member cities ● Distributed rate change direct mail pieces to Irvine and Buena Park and emailed all Irvine residents ● Ad placed on the back cover of Fountain Valley Living magazine Media Relations
● Distributed three news releases announcing new Board members and leadership, the Community Power Plan Request for Qualifications and the Calpine Community Benefit Grants recipients Community Outreach
● Hosted a Community Leaders Briefing attended by 25 leaders from Orange County multicultural, community and business organizations
● Received over 100 submissions for the “Picturing a Better Tomorrow” K-6 art contest from students residing in or attending schools in member communities
● Participated in numerous community outreach and networking events ● Sponsored the Stewardship Award for the Miss Fountain Valley Scholarship Foundation Pageant Digital Communications
● Released bi-monthly community newsletter (February) and published two blog posts ● Received 24K video views of Sustainably Speaking with guest Dr. Lorenzo Gonzalez from Latino Health Access 2 HIGHLIGHTS
3 ONE MARKETING AND COMMUICATIONS UPDATE -YEAR ANNIVERSARY MARKETING STRATEGY DECK JANUARY – FEBRUARY 2025 Branding & Marketing
4 MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
NEW LOGO TAGLINE
• Refreshed logo with an updated tagline to highlight “Your Clean Energy Choice” for OCPA logo to better highlight OCPA's brand promise or offering
5 MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
BRAND AWARENESS CAMPAIGN
• Billboards
• Bus Shelters
• Hyper-Local Newspapers
• Multicultural Newspapers
• Cable TV / Connected TV / Cinema
• YouTube + Meta
● Launched new brand advertising awareness
campaign, “Powering a Brighter Future” across
member cities
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BRAND AWARENESS CAMPAIGN
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MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
DIRECT MAIL
8 ● Distributed rate change direct mail
pieces to Irvine and Buena Park and
emailed all Irvine residents
- Email sent to 79,807 customers
- 69.3% open rate
● Second Irvine mailer being sent starting
March 3rd.
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
FOUNTAIN VALLEY LIVING
9 ● Consistently advertising on back cover
of Fountain Valley Living magazine
10 ONE MARKETING AND COMMUICATIONS UPDATE -YEAR ANNIVERSARY MARKETING STRATEGY DECK JANUARY – FEBRUARY 2025 Media Relations
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
MEDIA RELATIONS
11 Distributed news releases announcing:
• Calpine Community Grant recipients
• New 2025 Board member appointments
• Community Power Plan Request for
Qualifications
• Picturing a Better Tomorrow Art Contest
12 ONE MARKETING AND COMMUICATIONS UPDATE -YEAR ANNIVERSARY MARKETING STRATEGY DECK JANUARY – FEBRUARY 2025 Community Outreach
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
COMMUNITY LEADERS BRIEFING
13 ● OCPA hosted a Community Leaders briefing
that brought together 25 leaders from
multicultural, community and business
organizations.
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025 PICTURING A BETTER TOMORROW K-6 ART CONTEST
● Hosted “Picturing a Better Tomorrow” K-6 art contest for students residing in or attending schools in member communities
● Received over 100 entries from across member cities
● Contest flyer was distributed across the following:
● Irvine – 25 before/after school programs; 7 private schools ● Fullerton – 15 before/after school programs; 2 private schools ● Buena Park – 7 before/after school programs; 3 private schools ● Fountain Valley – 7 after school programs; 2 private schools ● News of the contest was published in the Fullerton Observer and the Orange County Department of Education newsletter
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
COMMUNITY EVENTS
15 ● Participated in numerous community
outreach events
o Fountain Valley Mayor Ted Bui's first
Mayor’s Breakfast of the year
o Buena Park Community Town Hall
o Asian American Business Association
of Orange County's Lunar New Year
Celebration and Seniors Luncheon in
Irvine
o Sponsored the Miss Fountain Valley
Stewardship Award, which recognizes
an individual committed to sustainability
and making a lasting impact
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
UPCOMING EVENTS
16 March 4: Ba.Wa Remote Operating Control
Center tour (Carlsbad)
March 7: South OC Economic Chamber
Meet the Mayors event
March 25: OCPA Local, State, and Federal
Staffers Luncheon
March 27: OC Council of Governments
Annual Conference
April 28-30: CalCCA annual conference
17 ONE MARKETING AND COMMUICATIONS UPDATE -YEAR ANNIVERSARY MARKETING STRATEGY DECK JANUARY – FEBRUARY 2025 Digital Communications
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
COMMUNITY NEWSLETTER - FEBRUARY
18 ● Developed and distributed one
community newsletter
● 4,621 emails sent
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025
BLOG POSTS
19 ● Why Everyone Should Rally Behind
Clean Power
● Views from a Physician: Bridging
Clean Energy and Public Health in
Underserved Communities
MARKETING AND COMMUICATIONS UPDATE JANUARY – FEBRUARY 2025 VIDEOS
20 ● Received 24K videos views of Sustainably
Speaking with guest Dr. Lorenzo Gonzalez
from Latino Health Access
Thank You
Appendix
Brand Campaign Report
24 FY24-25 Brand Campaign Report
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.
25 FY24-25 Brand Campaign Report
All Residents
ommunities & Businesses
All communities & businesses
in Orange County
Residents of Buena Park, Fountain
Valley, Fullerton & Irvine
Customers
BULLSEYE
APPROACH
FY24-25 Brand Campaign Report
OCPA Made an Impact:
Media Plan
28 FY24-25 Brand Campaign Report
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ROTATING TIME PERIODS
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 29 FY24-25 Brand Campaign Report
MEDIA MIX
2024 Campaign Performance
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OCBJ
● Half Page + Half Page Adv - 11/11
Brand Campaign:
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Brand Commercial:
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2025 Campaign Performance
Brand Campaign:
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***Digital Banner Ad
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NEW Targeting: Fountain Valley
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Media Locations and Timing
45 FY24-25 Brand Campaign Report
LINEAR CABLE
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46 FY24-25 Brand Campaign Report
CONNECTED TV
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47 CINEMA
48 FY24-25 Brand Campaign Report
OUTDOOR: FREEWAY DIGITAL
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49 FY24-25 Brand Campaign Report
OUTDOOR: MULTICULTURAL DIGITAL
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50 FY24-25 Brand Campaign Report
OUTDOOR: BUS SHELTERS
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51 FY24-25 Brand Campaign Report
GYM TV
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52 FY24-25 Brand Campaign Report
PAID SEARCH
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53 FY24-25 Brand Campaign Report
PRINT
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Thank You