Pacific Gas and Electric Company (PG&E), CARE Program

We developed and directed a multi-pronged strategic plan for an ambitious multicultural education and outreach campaign for CARE, the energy discount program for low-income residents. We conducted primary research in order to understand and define the geographic and demographic characteristics of the eligible population as well as barriers to enrollment. The campaign comprised multilingual educational materials, media relations, enrollment drives, advertising, direct mail and public affairs. During the initial six-month campaign period, the campaign exceeded its initial goal (50 percent) by achieving a 52 percent CARE enrollment rate for PG&E and by the end of the third year, the enrollment rate reached the company’s goal of 76 percent, the biggest increase among all utilities during the same time period.