CPUC & California IOUs

CALIFORNIA

CPUC

& CALIFORNIA IOUs

Changing how 30 million people use electricity? No small feat. California’s default Time of Use rollout needed more than policy—it needed a unifying vision. That’s where we came in. IDLab built the strategy for bringing state agencies, investor-owned utilities, and communities together behind one powerful, tested message: energy isn’t just a resource—it’s how we stay connected.

BUSINESS CHALLENGE

Shift the energy-realed behaviors of 30 million customers.

California needed a plan to reduce peak energy use at a massive scale.

MARKETING CHALLENGE

Unite the message across state, utilities, and communities.

The commission, IOUs, intervenors and multiple other stakeholders needed to align on one strategy that would resonate with everyone—from policymakers to marginalized households.

SOLUTION

Build California’s TOU communication blueprint.

We delivered a tested, research-backed strategy to drive behavior change at scale:

Unified message platform and CTAs
Emotional theme centered on love and connection
Multi-channel $350M media plan
Stakeholder alignment workshops
Governance structure for rollout

Strategy

Strategic Plan & Messaging Framework

Media Plan

Tactics, Timing, Budget, Attribution

Collateral

Stakeholder engagement templates

Strategy adopted across all major IOUs and CPUC

Endorsed by 50+
executive stakeholders

Clear communication framework
for the entire state

RESULTS

We created the playbook that changed how California talks to 30 million energy customers.

Ready to transform
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