Mathematics, Models, and Zeno'sParadoxesof Motion
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Découvre YouScribe en t'inscrivant gratuitement
19
pages
English
Documents
Obtenez un accès à la bibliothèque pour le consulter en ligne En savoir plus
- applicability of the mathematical model
- impossible accord- ing to the laws of classical mechanics
- infinite series
- mathematical formalism
- interval
- physical process
- order
- motion
- time
The importance of messaging:
Getting the message out in good and bad political times
Helena Paulin
eCommerce Marketing
Southern California Edison
Background
• Southern California Edison
– 14 Million Consumers
– 180 Cities
– 50000 Square Miles
• Diverse Customer Base
– Seniors, Low Income, Ethnic Populations
– Territory spans beach to dessert communities
• Rollout of Edison SmartConnect
– Approximately 50% through installation Meet Carl and Eddy
P
r
Carl and Eddy 1 : 16 vignettes - OVERVIEW: I GOT THE POWER EPISODE #1 The Idea
Create a series of videos or vignettes that each tell a story and each story would have
Three essential parts. They would entertain, teach and prompt action.
Entertain Teach Prompt Action Importance of Communication using a
variety of media
• You ONLY get one chance to make a first
impression:
– SmartMeters in California have proven to have a
very delicate relationship with consumers
– Getting correct information into consumers hands
is the number one issuing facing utilities
– Information voids create speculation
– It’s a communication game with high stakes and
today’s customer wont read large quantities of
information
Customer Experience
Pre-Installation Letter Door Hangers at Meter Edutainment Video SCE.com SmartConnect Bill Onserts
& FAQ Installation Vignettes (10) Dashboard & Reports
SCE.com video How to read the new meter
Customers notified that SCE/Corix installs new channel Rate & program info Learning Center
a new Edison meter and door hanger available for Savings tips launched on
SmartConnect meter left confirming program Online usage report info SCE.com/
will be installed. FAQ, installation or that there information Budget Assistant info SmartConnect
Carl & Eddy buckslip, was an access issue and English & Data privacy & security info Zip Code Look-up
and program Info to call Corix for an Spanish My Account registration tool for meter
included appointment versions installation date
Discovery Discovery Discovery Discovery Activation
Targeted Direct Marketing SCE.com e-mail and online Edison SmartConnect Live Promotional Media Campaigns
Programs merchandising
Meter cutover to
Targeted program enrollment My Account customers with operations (COTO) Ongoing marketing outreach,
offers with follow-up postcards & COTO meters receive follow Presentment of interval including promotional
emails up emails data begins online @ campaigns supported buy
Energy information & tools, alert Online banners & interstitial SCE.com media, direct mail, statement
enrollments for Save Power Day pages promote new Direct marketing to inform onserts, digital, etc.
Incentive (PTR) and Budget programs and online tools & engage customers Sweepstakes & Incentives
Assistant My Account registration Budget Assistant & Save
Outbound telemarketing
Power Day Alerts
Activation Activation Activation Participation
7 Carl and Eddy: The Original Concepts Making of Carl and Eddy
• Using a framework for success, our stories and
characters would be:
– Unexpected
– Simple
– Concrete
– Credible
– Emotional Today’s Customer
Today’s Customer:
• Is technically connected with Smart Phones, Smart
devices and access to the internet day and night
• Is fragmented and is increasingly difficult to reach:
– Doesn’t visit sites on a regular basis
– Reads e-mail sporadically
– Sets bill pay to automatic
– Relies on social networks for information sharing and
research
– Consumes information in bite sized pieces
