25L - MRKTG AND PUBLIC EDUCATION SRVCS

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~. 'k ; . f3, ~ ~ ~ E' 1 t~ EXECUTIVE SUMMARY EXHIBIT A f j , ~ S ~ c~ ~ ~ ~ a 1 A~ ~Cj e''~: ~:'t ~ The Peterson Group (TPG) has been engaged by the City of Santa Ana (City) in partnership with Southern California Edison (SCE) to develop an "Energy Efficiency Partnership Program Kit" and distribute these kits to each single family household by the end of this year. TPG will develop the Energy Efficiency Kit program and its components and coordinate and manage the production and distribution. The City and SCE are seeking to take a leadership role in the move toward energy efficiency and conservation. The program's goal is to reduce consumption of electricity among Santa Ana residents and businesses by promoting the cost, convenience and environmental benefits of products and practices that promote energy efficiency via an effective public education program and activities. The Energy Efficiency Program Kits will serve as an opportunity to raise awareness and encourage participation. Kits will be delivered to approximately 41,000 single-family homes in the City of Santa Ana. PROGRAM COMPONENTS The recommended Energy Efficiency Program Kit would consist of the following components: • Discovery and Strategic Conceptualization: TPG will conduct situational discovery, strategy development and tactical planning for the program to determine the Partnership's specific needs, goals, benchmarks, expectations and budget. • Visual Concept/Logo/Slogan: Development of an overall "look at and feel" (color scheme, fonts, image, style, etc.) as well as a dynamic logo and memorable slogan for use on all program-related materials. Ongoing communications, including strategic in-person consultations and presentations - as needed -will facilitate the development of powerful visual and messaging elements that can support the campaign throughout its entire lifecycle. • Recyclable Bag: A branded bag with the Energy Efficiency Program logo and slogan prominently displayed. One-color and two-color option. TPG will source a creative solution for a recycled content plastic, paper or content bag that will further theme the "green" and "conservation" effort of the overall program. The bag will hang from the door of resident's home and contain a number of promotional items, including a CFL, nightlight, magnet, sticker and informational brochure. • CFL: Individually packaged CFL in a branded box that features the Energy Efficienry Program logo and slogan to promote immediate adoption of community energy reduction. Magnet: Development of a magnet that may be in the shape of a CFL. The magnet is a fun way to promote the program and key contact information and can easily be displayed in homes and businesses. 9 25L-11