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SDG&E: stressing ‘free service’ and Spanish materials raised 811 ticket volume, officials say
Summary
San Diego Gas & Electric told the board that emphasizing that Dig Alert/811 is free and creating Spanish-language outreach for field crews has increased ticket volume in targeted ZIP codes, though damage rates have not yet fallen.
Vanessa Johnson of San Diego Gas & Electric told the workshop that two simple messaging changes — stressing that Dig Alert/811 is a free service and producing Spanish-language materials targeted to field crews — have produced measurable increases in ticket volume in specific ZIP codes. "Dig Alert is a free service," Johnson said, adding that sharing language insights with marketing and communications teams helped target neighborhoods where Spanish materials are needed.
Johnson cautioned that increased ticket volume does not automatically equal fewer damages: "we have more tickets ... our damage rate is still on the climb, but we have seen more tickets," she said. Participants agreed that ticket volume, impressions and damage-per-thousand metrics are all useful but that linking campaigns directly to reduced damage requires sustained data collection and investment.
