Building an Effective Outreach Plan for a Community Choice Aggregator (CCA)
Pioneer Community Energy (Pioneer) is a local government, not-for-profit, Joint Powers Authority (JPA) governed by local elected officials from the cities of Auburn, Colfax, Loomis, Lincoln, Rocklin and Placer and El Dorado counties. As a CCA, Pioneer purchases electricity on behalf of residents and businesses and offers an alternative to investor-owned utility Pacific Gas & Electric.
Conducting a Community Survey
JSR always places the customer at the center of every outreach plan, so we conducted research on community perception. Our goal was to reach at least 400 residential and business customers representative of member jurisdictions. While the survey results were positive, 53% of respondents were not clear on the local value of Pioneer and are generally skeptical of government agencies.
The survey showed the need for clear messaging to elevate the conversation around energy independence through locally controlled energy purchasing and local investment.
86% Residents
Reported being neutral to very satisfied
Collateral, Website and Social Audit
In addition to the survey, JSR conducted an audit of the website, collateral pieces, promotional materials, press releases, email communication, direct mail via bill inserts, events and promotions. We used the audit findings as the basis of recommendations, by channel, to achieve goals and objectives. Based on our findings, JSR collaborated with leadership to establish high-level communications goals and objectives.
Development of the Final Outreach Plan
The final Pioneer Community Energy Outreach and Communications Plan established multi-year goals and objectives for planning and implementing communications outreach used to inform the public about services, issues and advancements aligned with Pioneer’s mission.
JSR Strategies drafted this Plan with the support of the staff, executive team and local residents and businesses. It reflects Pioneer’s diverse audiences’ needs and values and anticipates solidifying Pioneer’s relationship with its community and customers.
