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SFPUC proposes 'Clean Power SF' brand, plans neighborhood roadshow and brochure
Summary
SFPUC staff presented outreach materials and a phased marketing plan for Community Choice Aggregation, proposing the consumer-facing name "Clean Power SF," a neighborhood roadshow to meet existing groups and a staged media plan with market research.
SFPUC communications staff outlined a phased outreach and marketing plan for San Francisco’s Community Choice Aggregation (CCA) program, including a proposed consumer-friendly name, neighborhood presentations and follow-up media buys.
Tony Winicker, director of communications and outreach for the SFPUC, told LAFCO commissioners that “community choice aggregation are probably not the most consumer friendly term” and proposed branding the program "Clean Power SF" to emphasize the renewable-energy mix that will distinguish the city’s offering. Winicker described a four-step first phase: a "roadshow" of presentations to neighborhood and business groups, a basic informational brochure and PowerPoint for those meetings, securing domain names and building a website, and commissioning market research to inform the business plan.
Winicker said the SFPUC has reserved domain names for CleanPowerSF and plans to mail invitations to about 500 organizations in the city, with a core list of fewer than 100 active neighborhood groups for early presentations. He described the roadshow as a low-cost, high-touch approach to reach community connectors and said larger mass-media tactics (radio, bus shelters, PSAs) would come later once an electric-service provider is lined up and opt-out notices are prepared.
Commissioners asked staff to add clearer graphics (citing Marin Clean Energy materials as an example), to circulate revised brochure drafts to the commission before wider distribution, and to use 100% post-consumer recycled paper for printed materials. SFPUC staff agreed to circulate updated materials through Nancy Miller and to return to the commission with refined designs and text.
The commission welcomed the outreach plan and noted that coordinated messaging and early engagement would be important as the program moves toward RFPs and opt-out notices.
