San Diego
Community
Power
The Challenge
When San Diego Community Power launched, most residents had never heard of it, and many couldn’t tell it apart from the investor owned utility. Civilian built the brand, tested messages, and took the story city by city alongside a Community Advisory Committee and a local listening tour. With a modest paid budget, earned media and partnerships carried much of the load, generating more than 242 placements. Commercial and municipal opt-out rates stayed below target. RivCoParks faces a similar starting point: residents use county parks without knowing who cares for them or how the District differs from city, state, and federal park systems.
