making the best marketing choices to achieve the Statewide ME&O program’s goals, given the target segment and best means of reaching it. This suggests that the tactics be left up to the Implementer, working in conjunction with the IOUs and RENs, articulated through the ME&O Strategic Roadmap and Annual Joint Consumer Action plans, with general strategic guidance from the Commission.” Second, PG&E recommends revision of the current measurable objectives to match the goals, and prioritization of the objectives as either or “primary” PG&E would (1) edit the measurable objectives to better guide the “secondary.” statewide implementer and stakeholders in their program management decisions, and (2) indicate which entity has primary and supporting responsibility for each objective. PG&E sums up its discussion by citing its previous comments on the October, 2015 Assigned Commissioner Amended Scoping Memo and Ruling, and recommends that statewide ME&O campaigns reflect the principles of a marketing model which begins with a clear objective; is supported “pragmatic” by explicit and measurable strategies, objectives, and tactics, and concludes with an outcome assessment, the findings from which are then reflected in all subsequent campaigns. PG&E states that the Commission’s revised goals, strategies, and objectives provide an opportunity to implement such a model. 4.3.2. SCE SCE supports the revised vision and goals adopted in D.16-03-029, but recommends that the Commission revise program metrics to align with the revised ME&O vision, the revised long-term goal, and the nine measurable objectives adopted in D.13-12-038.
making the best marketing choices to achieve the Statewide ME&O program’s goals, given the target segment and best means of reaching it. This suggests that the tactics be left up to the Implementer, working in conjunction with the IOUs and RENs, articulated through the ME&O Strategic Roadmap and Annual Joint Consumer Action plans, with general strategic guidance from the Commission.” Second, PG&E recommends revision of the current measurable objectives to match the goals, and prioritization of the objectives as either “primary” or “secondary.” PG&E would (1) edit the measurable objectives to better guide the statewide implementer and stakeholders in their program management decisions, and (2) indicate which entity has primary and supporting responsibility for each objective. PG&E sums up its discussion by citing its previous comments on the October, 2015 Assigned Commissioner Amended Scoping Memo and Ruling, and recommends that statewide ME&O campaigns reflect the principles of a “pragmatic” marketing model which begins with a clear objective; is supported by explicit and measurable strategies, objectives, and tactics, and concludes with an outcome assessment, the findings from which are then reflected in all subsequent campaigns. PG&E states that the Commission’s revised goals, strategies, and objectives provide an opportunity to implement such a model. 4.3.2. SCE SCE supports the revised vision and goals adopted in D.16-03-029, but recommends that the Commission revise program metrics to align with the revised ME&O vision, the revised long-term goal, and the nine measurable objectives adopted in D.13-12-038.
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