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Home My WebLink About2000-01-17 Agenda Packet - Board TDPUD STAFF REPORT January1Z 2000 To: Board of Directors From: Scott Terrell, Planning Director Subject TDPUD 1999 Marketing Activities & Expenses AGENDA #.I( At the previous Board meeting the Board of Directors asked staff to provide information on TDPUD's marketing activities in 1999. See attached for a summary of these activities including expenses. TDPUD began an aggressive effort in 1997 to communicate with TDPUD customers about activities that the District is involved in. in part, the effort was born out of the need to educate our customers about the value they are getting from receiving their energy and water and related services from TDPUD. The wave of deregulation was on the way and TDPUD wanted to be sure to stay in front. TDPUD felt that it had the attributes of a successful competitor and proceeded to market information about the District and the benefits it provides to the individual customer and the community as a whole. TDPUD contracted with AL&Z Advertising in 1997 as part of a statewide effort to communicate information to our customers about deregulation. When TDPUD decided to embark on an aggressive marketing program it was natural to contract with AL&Z to assist TDPUD in its local marketing effort. AL&Z and TDPUD then proceeded to put together a comprehensive marketing plan that involved developing print ads, commercials and other marketing strategies. As a result TDPUD has developed an extensive marketing program over the last three years. The marketing program has been very beneficial in educating our customers about TDPUD and its activities. And as a result our customers realize more and more what an asset the TDPUD is to this community.As an example, TDPUD has the 2nd lowest residential electric rates in the state of California. Many of our customers were unaware of this fact before. Another example, TDPUD is very fit for competition in an emerging competitive electric utility industry due to past practices and non-ownership of power resources. TDPUD is beginning to be able to purchase competitively priced power in the open market. As part of the marketing plan TDPUD is continuing to work with local businesses. TDPUD staff participates in many organizations, assists in some of their activities and uses their"publications"to advertise. This helps TDPUD in its marketing efforts as well as helps those organizations with advertising monies. Staff is prepared to answer questions regarding the marketing program and will bring samples of the marketing pieces developed to date including print ads and video clips. Truckee Donner Public Utility District 1999 Marketing Activities/Expenses TYPE DESCRIPTION $COST Print Ad Development w/changes Public Benefits 4758 Post Production Public Benefits 889 Print Ad Development Water Conservation 2361 Post Production Water Conservation 889 8896 Print Ad Placement Sierra Sun Newspaper(12) 11088 Glenshire Shire Newsletter(4) 2075 Tahoe-Donner Comm. Ink Newsletter(6) 4500 14178 Newsletter Printing Current Connections Newsletter(3x) 7972 7972 Bill Stuffers Power Content Label(4x) 984 Home Show 315 1299 Video Production Public Benefit Programs(3) 2230 Water Conservation(1) 750 Water Quality(1) 1028 4008 Cable Advertising TDPUD Commercials 13730 13730 Promotions Water Bottles(2400) 3525 inc/Development Light Bulb Magnets(1000) 529 Twist Action Pens(1000) 792 Evolution Pencil(1000) 275 Cons. Safety Plugs(1000) 258 Halloween Bags(2000) 689 6069 TYPE DESCRIPTION $COST Community Support Chamber of Commerce Windows on History 113 Name Recognition Chamber of Commerce Railroad Days 390 Chamber of Commerce Donner Party Hike 288 TTUSD Evening of Excellence Book Cover 733 TTUSD Wolverine Football Schedule 444 Summer Music Festival-2 Concerts 350 Electronic Light Experience Room 250 Sierra Nevada Children's Museum 755 Truckee River Habitat Restoration/River Day 700 4021 Community Support Sierra College SBDC Brochure 1191 Marketing/Ads Sierra College SBDC Brochure 1275 1999 TTUSD High School Yearbook 300 TTUSD High School Band 350 CATT Membership Directory 1050 T-T Sierra Mountainaires Program Guide 75 4241 Community Support Home Show Co-Sponsor 3500 Co-Sponsor/Member Truckee Donner Chamber of Commerce 375 Sierra Business Council 200 Cont. Assoc. Truckee-Tahoe(CATT) 300 Truckee-Donner Historical Society 35 High Sierra Herb Garden 25 4435 TDPUD Marketing Activities/Cost Summary Print Ad Development 8896 Print Ad Placement 14178 Newsletter Printing 7972 Bill Stuffers 1299 Video Production 4008 Cable Advertising 13730 Promotions 6069 Community Support-Name Recog. 4021 Community-Marketing 4241 Community-Co-Sponsor/Member 4435 68849