The Challenge

Clean Energy Alliance (CEA) faced the complex task of launching Community Choice Aggregation (CCA) services across North San Diego County, beginning with three founding cities and expanding to seven member communities. The challenge was multifaceted: educating diverse populations about technical energy concepts, overcoming longstanding reliance on San Diego Gas & Electric and building trust in a new local utility model. At the same time, CEA had to navigate customer confusion around recent changes to solar Net Energy Metering (NEM) policies and ensure high participation rates critical to program success.

While the California Community Choice Association reports an average participation rate of 93%, CEA aimed to exceed this benchmark in a region with varying levels of energy literacy, existing utility loyalty and multilingual communication needs. The program also required a smoother transition for former Solana Energy Alliance customers, all while scaling rapidly across demographically diverse cities.

Our Approach

Tripepi Smith developed and executed a comprehensive communications strategy grounded in community insights, energy market knowledge and a deep understanding of CCA dynamics. Our approach focused on building trust through transparent messaging, clear visual storytelling and consistent reinforcement of the benefits of local energy choice.

We simplified complex energy concepts using infographics, side-by-side rate comparisons and FAQ-style web content.Elected officials from member cities were positioned as trusted ambassadors, helping to reinforce the credibility of the program through direct community engagement.

To reach a broad audience, we employed a multi-channel strategy that included direct mail campaigns, a user-friendly and accessible website, targeted social media engagement and community meetings. All communications were developed in both English and Spanish to ensure accessibility across CEA’s service territory. Our team provided content development, graphic design, photography, video production and ongoing strategic guidance throughout each launch phase.

We also helped position CEA as a financially sound, community-first alternative to traditional utilities, emphasizing the reinvestment of revenues into local programs, continued reliability through the SDG&E partnership and long-term environmental benefits.

Results

CEA achieved participation rates well above industry averages across all expansion phases. The initial launch generated 95.3% participation among transitioning Solana Energy Alliance customers and 96.1% participation among new CEA customers in Carlsbad, Del Mar and Solana Beach. The Escondido and San Marcos expansion achieved an outstanding 98% participation rate, while the Oceanside and Vista launch reached 96.5% participation as of June 2024. These results significantly surpassed the 93% California industry average and established CEA as a model program statewide.

The communications success enabled CEA’s rapid growth from three founding cities to seven member communities, with the organization now serving thousands of customers across North San Diego County. Website traffic increased by over 200% during launch periods, while email marketing campaigns consistently exceeded industry benchmarks for engagement. The positive community reception facilitated smooth program expansion and supported the successful launch of multiple specialized initiatives, including solar incentive programs and sustainability recognition efforts.

Beyond participation metrics, the partnership delivered sustained value through ongoing contract renewals, most recently extended through June 2027. “CEA’s partnership with Tripepi Smith continues to extend and enhance our reach and impact, ensuring that information for our innovative programs reach community members throughout the county,” said CEO Greg Wade. Former CEO Barbara Boswell reiterated the partnership’s value: “adding Tripepi Smith to the Clean Energy Alliance team has ensured that we engage the community in such a way that reduces opt-outs and communicates the benefits that CEA brings to the communities.” The collaboration established a replicable framework for CCA communications that has influenced program development throughout California’s rapidly growing CCA market.