San Rafael-based MCE has launched a $200,000 marketing campaign designed to burnish its image among its multicultural, millennial and Gen Z customers, who represent more than half of its customers.
“Our messaging points (will be) around sustainability; diversity, equity and inclusion; workforce development; qualifying incentives and programs for vulnerable customers,” Melissa Giles, MCE’s manager of strategic marketing and communications, told MCE board members earlier this year.
Giles, who joined MCE over the winter, has a background in consumer marketing, branding and live events and is new to the energy industry, she said.
The campaign will using social media, radio, email, direct mail and posters on buses and at bus stops. The posters feature large photos of multicultural young adults accompanied by a single headline, such as “clean energy” or “energy innovation,” and the web address MCEcares.org.
In May, MCE’s board of directors approved a resolution stating the joint powers authority’s commitment to advancing racial equity, which “acknowledges our agency has not comprehensively addressed racial equity considerations in every way possible with all past work, and understands that present and future work will need to continuously be re-evaluated and improved on an ongoing basis.”
Founded in 2010, MCE, formerly known as Marin Clean Energy, was California’s first community choice aggregator. Under community choice aggregation legislation,…