1. Utility Companies | PPL EnergyPlus2012 Competitive ReviewAugust 23, 2012 1

2. Pennsylvania UtilityCompanies 2 3. QuickTime and adecompressorare needed to see this picture.3 4. Duquesne Light Brand Campaign Summary Market:Greater Pittsburgh Campaign:WATT CHOICES Campaign Key Media Vehicles:Print, Television, Radio Communication Highlights:Duquesne Lights WATT CHOICES programhelps customers conserve energy and reducedemand while lowering their electricity costs.Watt choices invites residential, commercialand industrial customers to take advantage ofa wide range of energy efficiency, conservationand demand-response measures. Byparticipating in these programs, customers arenot only learning ways to conserve energy,they also are reducing their overall impact onthe environment through reduced power plantemissions and load reduction. Tagline: Our EnergyYour Power to Save. Consistency/Integration: Leverages overarching look/feel for residentialand business audiences.4 5. Duquesne Light - Total Spend Levels55 6. Duquesne Light Market Spend Levels 6 6 7. Duquesne Light Media Spend Levels77 8. Duquesne Light CreativePrint (Residential)PittsburghPittsburgh4/15/124/22/12Headline: Get Rebates On YourHeadline: Money Makers!PittsburghEnergy Star Appliances5/17/12PittsburghHeadline: One-Day Lighting 1/8/10Event! Headline: 2010 Resolution- Save Money8 9. Duquesne Light CreativePrint Cont. (Residential) Pittsburgh 7/11/10 Pittsburgh Headline: Leftovers everyone likes8/14/12 Headline: Is Pennsylvanias oldest fridge hiding in your house?Pittsburgh1/14/11PittsburghHeadline: Bright Lights, Big 8/4/12Achievements!Headline: Be Aware, Be Safe9 10. Duquesne Light CreativePrint (Business)TelevisionPittsburghPittsburgh8/12/11Pittsburgh2/3/12Headline: Theres money hiding in1/21/11Headline: Our CFO is Full of Brightyour businessIdeas10 11. Duquesne Light Campaign Highlights 11 12. QuickTime and adecompressorare needed to see this picture.12 13. PECO Brand Campaign Summary Market: Greater Philadelphia Campaign: Smart Ideas Campaign Key Media Vehicles: Print, Television, Radio, Outdoor Communication Highlights: The Smart Ideas campaign provides simple tips and programs designed to help residential customers lower their energy output and reduce their monthly costs- including tips and guides, energy audit, tools and calculators, online store and programs and rebates. PECO also promotes their involvement in the community, ways to enhance the environment and positioning themselves as educational resources. Tagline:We put our energy into Consistency/Integration:Leverages overarching look and feel for residential and business audiences. Dominant image at the top with concise copy at the bottom.13 14. PECO - Total Spend Levels 1414 15. PECO Market Spend Levels15 15 16. PECO Media Spend Levels 1616 17. PECO Specific Media PlacementNew York and Pittsburgh100% Online Display OnlyMarkets listed but not shown on Market Placement SlideBaltimore: $12.6 spent in Display onlyHarrisburg: $5.8 total spendMostly Display - $1.1 of the total is spent on WLYHJohnstown: $2.1 spent in Display onlyWashington DC: $21.6 spent in Display onlyWilkes-Barre/Scranton: $13.2 spent in Display only17 17 18. PECO CreativePrint (Residential)Philadelphia4/30/12Headline: We put our energy into looking outfor you. Philadelphia 8/13/10 Headline: We put our energy into Philadelphia the community. Philadelphia 5/6/126/22/11 Headline: At PECO, we putHeadline: Can you tell which our energy into openinghome is saving on energy doors to great artcosts?YorkBucks County9/14/0912/5/10Headline: Do you put your energy intoHeadline: Your home mightsaving money?not be as energy-efficient asyou think.18 19. PECO CreativePrint (Business) Philadelphia 3/18/12 Headline: How Technology and Social Media Can Help Your Small BusinessPhiladelphia3/18/12Headline: Energy-guzzlingPhiladelphiamonsters could be4/9/10affecting your bottom lineHeadline: We put our energyinto economic development.19 20. PECO CreativeOutdoor (Residential)Philadelphia7/16/10Headline: Your old dishwasher may becleaning out your wallet. Philadelphia 4/18/12 Headline: Want to save $120 this summer? OnlinePhiladelphia12/18/09Headline: We put our energy intoideas that save you money.Philadelphia1/17/12Headline: Your old heating system could be blowing yourbudget. Pennsylvania Headline: Electric rates have increased about 5%20 21. PECO Creative Television Philadelphia 7/6/11 Philadelphia Philadelphia12/30/09 7/5/1021 22. PECO Campaign Highlights 22 23. QuickTime and adecompressorare needed to see this picture.23 24. PPL Electric Utilities Brand Campaign SummaryMarket: Northeast PA and Central PACampaign: e-Power campaign (business)/You Choose. We DeliverKey Media Vehicles: Print, Television, Radio, OnlineCommunication Highlights: The e-Power rebate campaign on energy-efficiencyprogram with rebates, incentives, and tools that canmake a difference in a home or business. Theadvertising leverages a testimonial approach thatpromotes the actual savings of other local businesses. InApril 2012, PPL Electric Utilities launched a YouChoose. We Deliver. campaign aimed at educatingcustomers about electric competition. The goal is toclearly explain the difference between the delivery side ofthe business and the supply side. The advertising drivescustomers to the PAPowerSwitch website.Tagline:Find out what e-Power rebates can do for you./YouChoose. We DeliverConsistency/Integration:The e-power rebate campaign leverages a predominantgreen color in the communication as well as a largegraphic representation of the savings abusiness/customer has incurred. The You choose. WeDeliver. campaign leverages an animated/cartoon-likeapproach that is reminiscent of older cartoons.24 25. PPL Electric Utilities - Total Spend Levels 2525 26. PPL Electric Utilities Market SpendLevels26 26 27. PPL Electric Utilities Media SpendLevels27 27 28. PPL Electric Utilities Specific MediaPlacement Newspaper Philadelphia:Allentown Morning CallDoylestown IntelligencerEaston Express-TimesLansdale Reporter Harrisburg Patriot-News Wilkes Barre Times Leader Spot TV Philadelphia: KYW, WPVI Harrisburg: WGAL, WHP, WHTM, WPMT, WLYH Wilkes-Barre/Scranton: WBRE, WNEP, WOLF, WSWB, WYOU Outdoor Philadelphia and Harrisburg Online Philadelphia, Harrisburg, Wilkes-Barre/Scranton, Baltimore28 28 29. PPL Electric Utilities CreativePrint (Business)Harrisburg5/15/12Headline: What did HarrisburgHarrisburg HarrisburgHarrisburgZimmerman Truck Lines 11/10/104/12/116/12/123/6/12get out of new energy- Headline: Local tire storeHeadline: E-power rebatesHeadline: New energy-Headline: Local pretzel efficient lighting? helps flatten high energy helped make a localefficient lighting is helpingbakery saves dough with costs with E-power rebates. sewage plant more energy-Nearras Pizzeria save big-noE-power. efficient and fish friendly. matter how you slice it.29 30. PPL Electric Utilities CreativePrint (Residential)Pennsylvania11/12/07Headline: When NIMBYs Turn IMBYsHarrisburg3/16/10Headline: Save $100s ormore with new energy-Scrantonefficient appliances.3/11/12 Harrisburg Rethink. Recycle. Reward. 7/29/12 Headline: Is Pennsylvanias oldestHarrisburg fridge hiding in your house?5/8/12You Choose. We Deliver. 30 31. PPL Electric Utilities Creative TelevisionHarrisburg-Lancaster Wilkes-Barre/Scranton10/5/1010/4/11 Wilkes-Barre/Scranton 4/30/12 31 32. PPL Electric Utilities Campaign Highlights 32 33. QuickTime and adecompressorare needed to see this picture.33 34. Met-Ed Brand Campaign Summary Market: Susquehanna Valley, Greater Philadelphia, Lehigh Valley Campaign: Shop til they drop Campaign Key Media Vehicles: Print Communication Highlights: The Shop til they drop campaign is a campaign used by all First-Energy affiliated utility companies- aimed at educating customers about electric competition. The goal is to clearly explain to customers that they can save on their electricity supply. The advertising drives customers to the PAPowerSwitch website. Tagline:Shop til they drop Consistency/Integration:Corporate campaign repurposed for individual utility companies. 34 35. Met-Ed - Total Spend Levels 3535 36. Met-Ed Market Spend Levels36 36 37. Met-Ed Media Spend Levels 3737 38. Met-Ed CreativePrint (Residential) LebanonHarrisburgHarrisburg 4/2/0910/13/108/10/11 Headline: Thinking ahead paysHeadline: Shop til they drop Headline: Shop ill you drop. Pr at off.least until your electric bill does. 38 39. Met-Ed CreativePrint Cont. (Residential) HarrisburgHanover Hanover 9/7/1111/1/11 11/9/11 Headline: Were Thankful for CustomersHeadline: Working Around the Clock to Headline: We Appreciate Customers Like You. Like You.Get the Job Done 39 40. Met-Ed CreativePrint Cont. (Residential)Harrisburg Harrisburg8/15/12 7/26/12Headline: Can you spot the difference? Headline: Can you spot the difference? 40 41. Met-Ed Campaign Highlights 41 42. QuickTime and adecompressorare needed to see this picture.42 43. Penelec Brand Campaign Summary Market: Central PA and Western PA Campaign: Shop til they drop Campaign Key Media Vehicles: Print Communication Highlights: The Shop til they drop campaign is a campaign used by all First-Energy affiliated utility companies- aimed at educating customers about electric competition. The goal is to clearly explain to customers that they can save on their electricity supply. The advertising drives customers to the PAPowerSwitch website. Tagline:Shop til they drop Consistency/Integration:Corporate campaign repurposed for individual utility companies. 43 44. Penelec - Total Spend Levels44 44 45. Penelec Market Spend Levels 4545 46. Penelec Media Spend Levels46 46 47. Penelec Creative Print (Residential) Johnstown Erie Erie6/17/10 10/30/11 10/13/10Headline: Electric rate caps are Headline: Rethink. Recycle. Headline: Shop til they drop expiring. Stay ahead of the curve. Reward.47 48. Penelec CreativePrint Cont. (Residential)JohnstownErie3/25/12 Erie 7/26/12Headline: Saving Energy is8/15/12 Headline: Can You Spot the Difference?Rewarding Headline: Can You Spot the Difference? 48 49. Penelec Campaign Highlights49 50. New Jersey UtilityCompanies 50 51. QuickTime and adecompressorare needed to see this picture.51 52. PSE&G Brand Campaign Summary Market:Central New Jersey Campaign:PSE&G Tips Key Media Vehicles:Print, Online, Television Communication Highlights:The PSE&G Tip campaign focused on providingeducation. In 2012, PSE&G focused itsresidential advertising towards repairing,replacing and protecting home heating systems.This approach was very season and heavilythemed with winter imagery. Nothing to do withelectricity usage. The company does do its fairshare of corporate image and communityinvolvement messaging. Tagline: We make things work for you (2009-2011)/Worry Free (2012) Consistency/Integration: The PSE&G Tip campaign leveraged aconsistent look and feel with simple graphics and layout. The Worry Free campaign was much less cohesive- varying colors and type of imagery.52 53. PSE&G - Total Spend Levels53 53 54. PSE&G Market Spend Levels 5454 55. PSE&G Media Spend Levels55 55 56. PSE&G Specific Media Placement Newspaper New YorkBergen Record; E. Brunswick Home; Morristown Record;Star-Ledger; Passaic N. Jersey HLD PhiladelphiaBurlington Co. Times; Camden Courier-Post Online majority of spend Philadelphia New York 5656 57. PSE&G CreativePrint (Residential) Bergen County 1/25/12 Headline: Does your forecast call for high repair bills? Newark 11/29/11 Headline: Winter Wont Wait.Newark11/23/11NewarkHeadline: Dont face winters fury without maximum gas boiler coverage.12/4/11Headline: Temperatures are dropping!Newark11/27/11 NewarkHeadline: Its the Winter Countdown. 12/28/11 Headline: Has your furnace broken down once too often?57 58. PSE&G CreativePrint Cont. (Residential)NewarkNewark2/2/121/25/12 Headline: Frigid temperatures? Were not worried.Headline: By planning ahead, weve taken the worry out of unexpectedbreakdowns.Bergen County Newark1/27/12 2/19/12Headline: Keep cold weather outdoors Headline: Good News about Energy BillsBergen CountyNewark3/14/121/29/12 Headline: Your furnace made it to the finish linebut next fall,Headline: Winter Advisory:the race begins again.58 59. PSE&G CreativePrint Cont. (Residential) Newark 1/3/12 Headline: People Helping PeopleBergen County6/26/11Headline: Its HOT out there.Bergen County3/9/09 NewarkNewarkHeadline: Were putting these 7/9/097/13/12where they can generate Headline: Another PSEG TIPHeadline: Your Home. Your Comfort. Your Ride!electricity, not controversy for your home59 60. PSE&G Creative Print (Business) Newark NewarkNewark 9/3/09 9/10/097/30/09Headline: Another PSEG Headline: Another PSEG TIP for yourHeadline: Another PSEG TIP TIP for your BusinessBusinessfor your Business60 61. PSE&G CreativePrint Cont. (Business)OnlineNew JerseyHeadline: Dont face winters fury without maximumgas boiler coverage.Newark New Jersey9/17/0912/1/10Headline: Another PSEG TIP for your Business Headline: PSE&G Tools for business61 62. PSE&G Creative TelevisionNew Jersey/New YorkNew Jersey/New York 9/11/119/11/1062 63. PSE&G Campaign Highlights63 64. QuickTime and adecompressorare needed to see this picture.64 65. Jersey Central Power & Light Brand CampaignSummaryMarket:Northwestern New Jersey and Central New JerseyCampaign:N/AKey Media Vehicles:PrintCommunications Highlights: JCP&L runs educational messaging. While there wasnt much to track, one message focused on fire safety as it relates to space heaters and the other to promote the Home Energy Analyzer.Tagline: N/AConsistency/Integration: Design theme is consistent across both executions. 65 66. Jersey Central Power & Light - Total SpendLevels66 66 67. Jersey Central Power & Light Market SpendLevels 6767 68. Jersey Central Power & Light Media SpendLevels68 68 69. Jersey Central Power & Light CreativePrint (Residential) East BrunswickAsbury Park 1/31/12 2/9/12 Headline: Give your heater some space Headline: Make your meter happy.69 70. Jersey Central Power & Light CampaignHighlights70 71. QuickTime and adecompressorare needed to see this picture.71 72. Atlantic City Electric Brand Campaign Summary Market: Southern New Jersey Campaign: N/A Key Media Vehicles: Print Communication Highlights: ACE communicated general savings messages and/or paperless billings as a way to stay green. Tagline:Your life. Plugged In. Consistency/Integration:Leverages similar color pallet across both executions. 72 73. Media Slide Less than $200K total spent from January 2010 through April 2012. 73 74. Atlantic City Electric CreativePrint (Residential) Online Atlantic City 10/13/11 Headline: Too much paper? Clean up the clutter.New JerseyHeadline: Looking tosave on your Atlantic CityElectric Bill? 74 75. Atlantic City Electric Campaign Highlights 75 76. Maryland/DelawareUtility Companies76 77. QuickTime and adecompressorare needed to see this picture.77 78. Pepco Brand Campaign Summary Market: Baltimore MD, Washington D.C. Campaign: N/A Key Media Vehicles: Print, Online, Outdoor Communication Highlights: Corporate image campaign reinforcing that the company is invested in the customers and community. Reliability and responsiveness seem to be he focal points of the communication, accomplished through employee testimonials. In 2011, Pepco did run an energy fact outdoor execution focused on insulating your home as part of EmPower Maryland campaign. Tagline:Your life. Plugged In. Consistency/Integration:Leverages similar color pallet across both executions.78 79. Pepco Power - Total Spend Levels79 79 80. Pepco Power Market Spend Levels 8080 81. Pepco Power Media Spend Levels81 81 82. Pepco Specific Media Placement BaltimorePreviously a market included. This market has been taken outsince Washington DC pulled the majority of the media placement.Baltimore only had $4K in Online Display. PhiladelphiaOutdoor placement only Washington DCAll remaining media was placed in Washington DC Overall spending levels had changed since Washington DC was added 8282 83. Pepco CreativePrint (Residential) Washington D.C. 3/29/12 Headline: Apply your energy and you go far.Washington D.C.Washington D.C. Washington D.C.5/1/12 4/15/12 4/10/12Headline: We Are WorkingHeadline: Were Able to be Headline: This is ourOn Modernizing Our Systems More Responsive than Ever Biggest Reliability EffortFor Reliability Before Ever.Washington D.C.4/26/12Headline: Change requires greatenergy. 83 84. Pepco CreativePrint Cont. (Residential)Washington, D.C.7/12/12Headline: PepcoWashington D.C.10/13/11Headline: Too much paper? Cleanup the clutter.Washington D.C.3/18/12 Washington D.C.Headline: Update to the community 7/29/12Headline: In the Wake of a Storm: ACustomers Perspective 84 85. Pepco Creative Print Cont. (Residential) Print (Business) Washington D.C. 5/11/12 Headline: We salute your energy. Washington D.C. 7/10/12 Headline: We Were Tested And We Washington D.C. Responded. 7/5/12 Headline: An Open Letter to Pepco Customers85 86. Pepco Creative Outdoor Baltimore BaltimoreWashington, D.C. 11/17/11Washington, D.C. 11/22/11 8/16/11 Headline: Using energy9/17/11 Headline: Insulating your home Headline: More than $500 efficient bulbs could save youHeadline: More than 1,800 miles of could save you up to $150 a year.million dedicated to improving 75% on lighting costs.trees trimmedreliabilityOnline Maryland Headline: Were making upgrades that improve service. Washington, D.C. 9/10/10 Headline: Saving money? Easy as changing a light bulb. Maryland 86 Headline: Were out here being proactive to deliver better service. 87. Pepco Campaign Highlights87 88. QuickTime and adecompressorare needed to see this picture.88 89. BGE Brand Campaign Summary Market: Baltimore MD Campaign: Smart Energy Key Media Vehicles: Print, Online, Outdoor Communication Highlights: Overarching campaign focus on five key themes- Efficiency, Choice, Innovation, Savings and Management. Each ad contains a tab at the top right of the execution that indicates which topic the ad focuses on. Savings messaging focuses on energy efficiency for your home, safety messaging is educational in nature and promotes disaster prevention, and energy choice messaging is educational and promotes shopping and controlling your cost. Tagline:Energy Works Smarter Together Consistency/Integration:BGE does a very nice job of integrating the overarching campaign using color and graphics. For example, the savings and energy choice messaging leverages a dominant blue color; while the safety messaging leverages a yellow palate. Campaign uses inspirational imagery and takes a very simplistic approach. 89 90. BGE - Total Spend Levels90 90 91. BGE Market Spend Levels 9191 92. BGE Media Spend Levels92 92 93. BGE Specific Media Placement RadioLocal Baltimore Radio Spot TVHarrisburg: WHTMWashington DC: WDCWBaltimore: WBAL, WBFF, WJZ, WMAR, WNUV, WUTB NewspaperBaltimore SunWashington Post MagazineLocal Baltimore Publication OutdoorBaltimore and Washington DC OnlineBaltimore and Washington DC Philadelphia and HarrisburgBoth markets were previously listed but only had about $100and $600 respectively in Online. This market is no longerincluded in the break out93 93 94. BGE CreativePrint (Business)Baltimore7/20/12Headline: Atlantic Valve & Supply saves withlighting retrofit.Baltimore Baltimore3/16/12 3/30/12Headline: We deliver your energy, Headline: We deliver your energy,but you decide who supplies it. you choose who supplies it.Baltimore8/3/12Headline: Girl Scouts are going greener withenergy upgrades. 94 95. BGE CreativePrint Cont. (Residential) Baltimore 1/5/12 Headline: The best reason to leave home.Baltimore BaltimoreBaltimore Baltimore 1/14/121/11/12 5/16/125/28/12 Headline: Smell natural gas? GetHeadline: No more ups and downs Headline: No more ups andHeadline: How do you find out fast.in your winter energy bills.downs in our summer energy relief from high summerbills. energy bills?95 96. BGE CreativePrint Cont. (Residential) Baltimore 6/13/12 Headline: Before you climb higher look for the wire.Baltimore7/16/12Headline: Take the heat out ofBaltimoreyour summer energy bills. 3/24/12Headline: Energy choice puts youin control. Baltimore 1/30/12 Headline: Take the chill out of your winter energy bill.96 97. BGE Creative Print cont. (Residential)BaltimoreBaltimore 2/11/121/22/12 Headline: Embrace DiversityHeadline: Make your home moreenergy-efficient.Baltimore7/11/12Headline: Summer storms lefthurricane-like destruction-- and astate of emergency acrossMaryland. 97 98. BGE CreativeOutdoor Baltimore Baltimore 4/16/12 1/17/12 Headline: I chose who supplies my energy. Headline: Take the chill out of your energy bill. Baltimore 4/16/12 Headline: Energy choice helps me control costs. 98 99. BGE Campaign Highlights99 100. QuickTime and adecompressorare needed to see this picture.100 101. Delmarva Power Brand Campaign Summary Market: Delaware, Maryland Campaign: Small steps lead to big changes. Key Media Vehicles: Print, Online, Outdoor Communication Highlights: In Maryland, Delmarva campaign focuses on energy-reduction as part of the EmPower Maryland initiative. Execution provide simple tips for consumers to considers as a way to help benefit their energy costs and the environment. In Delaware, Delmarva is running an introductory and educational campaign that announces that Smart Meters are available for residential and small business customers. Delmarva also runs the generic paper-less billing messaging. Tagline:Your life. Plugged In. Consistency/Integration:Leverages a cause and effect style execution with a consistent color palate with their corporate identity.101 102. Media Slide No spending found from January 2010 through April 2012. 102 103. Delmarva Power CreativePrint (Residential)SalisburySalisbury7/20/09Wilmington11/2/09Headline: Looking to save money and10/26/11Headline: Whats on?make Maryland greener? Headline: Too much paper? Clean up the clutter.103 104. Delmarva Power CreativePrint Cont. (Residential)Wilmington7/26/12Headline: Take control of your energy use Salisbury 7/24/11 Headline: Take control of your energy useSalisbury7/12/12Headline: To Our Customers. We Thank You. 104 105. Delmarva Power Campaign Highlights 105 106. QuickTime and adecompressorare needed to see this picture.106 107. First Energy Brand Campaign Summary Market: Erie, Central PA, Pittsburgh Campaign: N/A Key Media Vehicles: Print Communication Highlights: The First Energy companies have joint ads advertising the company as a whole rather than the subsidiaries Penelec, Met-Ed, etc. Tagline:N/A Consistency/Integration:N/A107 108. First Energy CreativePrint (Residential)EriePittsburgh Central PA2/16/12 Erie8/1/12 3/30/12Headline: Rethink. Recycle. 7/22/12Headline: Want to be a power Headline: Cash Incentives for YourReward. Headline: Is Pennsylvaniasplayer?Energy Efficiency Projectoldest fridge hiding in yourhouse? 108 109. First Energy Campaign Highlights 109