Case Study: San Diego Community Power builds trust and grows renewable energy adoption with Civilian

San Diego Community Power keeps opt-out rates below 2% with Civilian

San Diego Community Power (SDCP), a non-profit Community Choice Aggregation, faced the significant challenge of establishing its reputation and building customer trust while facing strong opposition from the incumbent utility. To promote its launch and educate customers, SDCP hired the vendor Civilian to develop a comprehensive marketing plan.

Civilian's solution involved extensive audience research, multi-lingual and geo-targeted advertising, and strong community engagement through a listening tour and a Community Advisory Council. The results were highly successful, yielding over 242 earned media placements and securing a key regulatory ruling. Most notably, the campaign achieved opt-out rates of less than 2% for commercial and municipal services, contributing strongly to membership growth and ensuring SDCP's future as a competitive energy option.

San Diego Community Power