Our analysis of forecasted ME&O Plan budget activities includes a comparison of SDG&E’s proposal with that of Greenberg, which includes various assumptions: A ‘big bang’ default of all eligible customers at the same time (January 2019); A reach of 85-90% and a frequency of 10+ touches over an average of four weeks; A cost of $13 per customer for direct marketing materials; A heavy emphasis on continuous mass media at the statewide and local levels. These assumptions, particularly the high reach and frequency numbers, are intended to make energy use a more salient topic to all Californians. In the Blueprint, the estimated cost for SDG&E alone, not including any contribution to a statewide campaign, comes to roughly $23.4 million. Budget Category 2017 2018 2019 Total Mass Media Blueprint for SDG&E $0 $2,405,203 $4,572,091 $6,977,294 SDG&E $365,000 $2,175,000 $2,375,000 $4,915,000 Direct Marketing Blueprint for SDG&E $1,600,000 $9,500,000 $4,700,000 $15,800,000 SDG&E $2,066,000 $3,562,000 $4,623,000 $10,251,000 Public Relations Blueprint for SDG&E $7,000 $14,400 $14,400 $35,800 SDG&E "Outreach" $300,000 $460,000 $816,000 $1,576,000 Research and Evaluation Blueprint for SDG&E $217,000 $201,750 $201,750 $620,500 SDG&E $325,000 $425,000 $450,000 $1,200,000
Our analysis of forecasted ME&O Plan budget activities includes a comparison of SDG&E’s proposal with that of Greenberg, which includes various assumptions: A ‘big bang’ default of all eligible customers at the same time (January 2019); A reach of 85-90% and a frequency of 10+ touches over an average of four weeks; A cost of $13 per customer for direct marketing materials; A heavy emphasis on continuous mass media at the statewide and local levels. These assumptions, particularly the high reach and frequency numbers, are intended to make energy use a more salient topic to all Californians. In the Blueprint, the estimated cost for SDG&E alone, not including any contribution to a statewide campaign, comes to roughly $23.4 million. Budget Category 2017 2018 2019 Total Mass Media Blueprint for SDG&E $0 $2,405,203 $4,572,091 $6,977,294 SDG&E $365,000 $2,175,000 $2,375,000 $4,915,000 Direct Marketing Blueprint for SDG&E $1,600,000 $9,500,000 $4,700,000 $15,800,000 SDG&E $2,066,000 $3,562,000 $4,623,000 $10,251,000 Public Relations Blueprint for SDG&E $7,000 $14,400 $14,400 $35,800 SDG&E "Outreach" $300,000 $460,000 $816,000 $1,576,000 Research and Evaluation Blueprint for SDG&E $217,000 $201,750 $201,750 $620,500 SDG&E $325,000 $425,000 $450,000 $1,200,000
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