This study of Energy Upgrade California aims to: establish baseline consumer brand awareness; understand consumer associations with the brand; and understand consumer awareness of energy management and bill savings opportunities and barriers to taking action on those opportunities.

This plan outlines a brand and marketing strategy to establish Energy Upgrade California as California's central energy management brand and motivate residential and small business energy consumers to take action to better manage their energy use through the brand's comprehensive statewide marketing, education, and outreach campaigns.