EDISON INTERNATIONAL® SM 1 Implementation Update of SCE’s 2009-2011 LIEE & CARE Program Presentation to the LIOB January 26, 2010 San Jose, CA

1

EDISON INTERNATIONAL®

SM

Implementation Update of SCE’s

2009-2011 LIEE & CARE Program

Presentation to the LIOBJanuary 26, 2010San Jose, CA

2


SM

LIEE Target 2009 - 2011

0

20,000

40,000

60,000

80,000

100,000

Homes 83,445 83,445 83,445

Funding (,000) $55,742 $61,561 $63,413

2009 2010 2011

3


SM

LIEE Through December 2009

Measure Installations

Water Heating 798 Refrigerators 18,817

Envelope & Air Sealing 2,357 Lighting 143,745

Heating 60 Cooling 11,500

Activity

Budget $55,742,000 Homes Goal 83,445

Expenditures

$45,964,322 Homes Treated 62,624*

Percent 82.45% Percent 75%

Energy Savings & Demand Reduction

kWh 23,236,960 kW 6,292 Therms N/A

* An additional 7,327 were treated in 2009 and are pending recording of expenses bringing the treated homes to 85% of target. An additional 16,147 homes are in the queue.

4


SM

Other LIEE Figures

11.2 % of homes treated in 2009 included customers with disabilities

30 low-income customers participated in LIEE/CSI programs (SASH/MASH)

4.8% of the Homes Treated received LIEE services prior to 2002

5


SM

Integration/Leveraging Efforts

– CSD Leveraging Pilot

– Summer Discount Plan (SDP)

– Comprehensive Manufactured Home Program (CMHP)

– Multi-Family Affordable Solar Housing (MASH)

– Single Family Affordable Solar Housing (SASH)

– Whole House Performance Program

– CARE, Residential EE

– Home Energy Efficiency Survey (HEES)

– Partnerships

6


SM

Pilots and Studies

7


SM

LIEE Outreach

• Direct Mail – Implemented at the suggestion of the LIOB, SCE will expand the use of targeted mailing that personalizes customer letters with CBO/contractor information

• Outbound Calling – This pilot targeted customers who, for any number of reasons, were cancelled during the enrollment process and reinstated those still interested

• Disability Organization Partnerships – Partnered with organizations working with persons with disabilities to promote and enroll into LIEE

• Bulk Work Allocation Tool – Implemented during 2009 SCE will continue to use this tool that allocates leads, installations and inspections to provide a “full days” work for contractor crews. This tool helps support the “Whole Neighborhood Approach” and reduces the carbon footprint of the program

8


SM

LIEE 2010 Looking AheadSCE Homes Treated Target – 104,500

Results To-Date– 9,884 Homes treated– 10,924 Homes in Scheduling Queue– 36 EMA Program Service Providers

Marketing and Outreach– Quarterly Univision 34 A Su Lado telecast to promote the

EMA/CARE– Direct Mail/Press Release – Mailed to 150K CARE customers– Targeting 8,500 Energy Assistance Fund customers from 2009– Outbound Calls – Automated system will target 100K

customers– E-mail Blast Campaign – Target 120K CARE customers on

SCE’s “My Account”

9


SM

Customer Outreach: Ethnic MediaMedia coverage regarding SCE customer assistance was driven by four announcements in 2009:

• March 11 – SCE reaches out to customers to help lower their bills

• July 9 – Thrill of the Chill: SCE offers “Refrigerator 101” tips (includes Energy Assistance Fund messaging)

• September 2 – SCE forgives bills for fire victims

• December 24 – SCE reaches out to customer to help lower their bills

Customer assistance media accounted for over 58 full-page equivalents (FPEs) of earned media coverage from January 2009 through January 2010 based on 354 media clips Ethnic media accounted for 50% of the total clip volume

SCE’s Economic Assistance Campaign in December 2009 and January 2010 generated 16.2 FPEs of earned media coverage based on 64 media clips.

10


SM

• Korean Daily• KWRM AM 1370 Chinese• Siam Media – Thai• Taiwan Daily News – Chinese• Korea Times• Chinese Daily News• Viet Bao Daily News• Viet Herald Daily News• Radio Seoul 1650 AM – Korean• Daily Sports Seoul – Korean• Daily Sports Seoul Online• Epoch Times Online – Chinese• Asian Journal – Filipino• Balita Media – Filipino• California Examiner – Filipino• Viet Weekly – Vietnamese• Korean Sunday News• India Journal Online• India West• Javanan International Persian• Pakistan Link • Saigon Times – Vietnamese• India Post Onine• The Twon News – Korean• Angkor Borei News - Cambodian

Customer Outreach: Ethnic Media 12.24.09: “Southern California Edison Reaches Out to Help Customers With Their Bills”

Hispanic Consumer Market•La Opinion•La opinion Online•KMEX TV Univision 34 “A Su Lado” Telethon

•KPMR-TV Univision 38•El Clasificado •El Clasificado Online

African American Consumer Market

•Black Voice News•Blackvoicenews.com•Inland Valley News•San Bernardino American•Sbamerican.com

11


SM

CARE Outreach

Media Relations & External Stakeholders: Press releases issued to media and distributed to 600 CBOs, FBOs and non profit organizations to inform customers of our economic assistance programs

IVR Messaging to CARE Customers: Communicating recertification and verification through IVR, ability to complete CARE recertification from IVR automated phone call, and combining IVR messaging with live out-bound calls to customers failing to respond to CARE certification requests

Implementation of CARE Probability Model: resulting in over 30% of customers automatically being re-certified, and 40% being automatically verified

Piloting of CCO inbound CARE enrollment via online enrollment. 3,706 numbers of customers enrolled in 2009

CARE Penetration

Participants Estimated Eligible

ParticipantsYear-to-Date

Penetration Rate

1,235,123 1,390,134 89%

12


SM

CARE 2010 Looking Ahead

Faith Based Organizations: Leveraging current faith based outreach channels to conduct events in African-American communities. A January 30th kick off event will bring together 3 leading bishops and will have an expected impact on over 13 million parishioners

Customer Call Center: Expansion of in-bound on-line CARE Enrollment/LIEE referral throughout SCE’s phone center operation

Schools: Promoting data sharing with local school districts to identify students enrolled in National School Lunch Program (Title 1) and automatically enroll on to CARE

Best Buy: Continuing and potentially expanding the first utility coordination with retail stores to integrate CARE into Energy Efficiency residential marketing by placing CARE applications in retail stores

13


SM

Customer Privacy – Current Practices

Southern California Edison Terms and Conditions

Nondisclosure• Consultant agrees that it will not use any of the

Confidential Information for any purpose other than performing LIEE Work

Outbound calls via IVR now include an “opt-out” option for customers

Documents

EDISON INTERNATIONAL® SM 1 Implementation Update of SCE’s 2009-2011 LIEE & CARE Program Presentation to the LIOB January 26, 2010 San Jose, CA