Update on Ethnic Marketing and Outreach - July 10, 2012

Low Income Oversight Board

Overview

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CARE & Energy Savings Assistance Program

Advertising/Direct Marketing

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Advertising

Current Advertising

Tactic Language/EthnicityRadio IDs Spanish

Print/Online Somali

Proposed Advertising

Tactic Language/EthnicityPrint Tagalog, Chinese, Vietnamese

Online Spanish

SDG&E will collaborate with our Asian ad agency

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Direct Marketing

Program Type Language

CARE/ESA Direct Mail English, Spanish

CARE/ESA Email Campaign English, Spanish

CARE/ESA Automated Outbound Phone Campaigns

English, Spanish

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CARE & Energy Savings Assistance Program

Collateral

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Collateral Overview

Current OfferingsProgram Type Language/Type

CARE Application Spanish, Arabic, Thai, Armenian, Chinese, Farsi, Hmong, Khmer, Korean, Russian, Tagalog, Vietnamese

ESA Application, door hangers, education booklet

Spanish

Customer Assistance Fact sheet Spanish, Vietnamese

CARE/ESA Posters Spanish, Vietnamese, Arabic

Customer Assistance Brochure Braille

CARE Bill insert English, Spanish7

Sample In Language CARE Application

Example Instruction Page ArabicExample Chinese Application

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CARE & Energy Savings Assistance Program

Outreach

Outreach

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Outreach Language/Type

Multi-Cultural/Multi-Lingual

Various languages – Spanish, Vietnamese, Tagalog, Arabic

Community/Faith-Based Organizations

Varies by agency

Seniors/Disabilities Braille, large font, closed caption, audio CDs, DVDs, TTY/TDD

Rural Communities Geographically targeted media

Food Service Industries English, Spanish

CARE & Energy Savings Assistance Program

Proposed Initiatives

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Proposed Initiatives

SDG&E will work with our ethnic media agency to determine the best media buys for the intended audience.

The Multi-Cultural/Multi-Lingual effort and partnerships will continue to support our ethnic audiences.

SDG&E will continue to address the needs of seniors, persons with disabilities, and those with limited English proficiencies.

SDG&E is working on expanding the languages offered for ESA program collateral.

SDG&E is exploring ways to enhance the multiple language offerings on the website by developing landing pages for additional languages.

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