VI._Countywide_Electrification_Communications_Campaign_Toolkit.pdf

Fall 2025

Let’s Go Electric Home Electrification Campaign Toolkit

The purpose of this campaign toolkit.

San Mateo County is working toward a cleaner, healthier, and more resilient future. A key part of that vision is accelerating the shift to all-electric homes—cutting emissions, improving indoor air quality, and supporting long-term sustainability.

This campaign toolkit helps all 20 cities in the county reach residents— especially homeowners—with clear messaging and ready-to-use creative assets (social, newsletter, video, digital banner). It offers guidance and resources to inform, inspire, and empower communities to take the first step toward electrification.

The concept of this campaign originated from an SMC RICAPS Climate Collaborative workshop in 2023, which was focused on identifying approaches for local governments to facilitate the electrification of existing buildings. Local government staff aligned around a few primary ideas, one of which was the need for consistent and well-researched communications about the value of electrification for the general public.

Staff also agreed that this was a role the County's Sustainability Department was uniquely positioned to take on given its capacity for taking on larger, more research-intensive projects, and history in convening cities around mutually beneficial projects.

What’s inside

Research Strategy & Messaging Creative Assets

• Focus group setup and methodology

• Insights gained from research

• A breakdown of the Let’s Go Electric campaign approach

• Core messages and themes

• Ready-to-use digital materials (available for all San Mateo County cities)

Introduction

Section 01

Focus groups were conducted to inform this toolkit’s communications by exploring:

San Mateo County homeowners’ overall attitudes toward home electrification.

What misconceptions homeowners have regarding home electrification.

How homeowners might be persuaded to be in favor of home electrification.

Methodology

7 webcam-based focus groups were conducted in November 2024:

• 4 in English

• 2 in Spanish

• 1 in Mandarin

Each focus group:

• Had 3–5 participants (31 total across all sessions)

• Ran for 90 minutes

Focus groups participants were homeowners who:

• Live in urban or suburban areas of San Mateo County

• Do not reside in coastal or rural areas, which were excluded due to frequent power outages

Focus group discussions covered:

• Attitudes toward home electrification, including perceived benefits and concerns

• Reactions to sample messaging promoting home electrification

How homeowners perceive home electrification.

While most focus group participants were somewhat familiar with home electrification and recognized a few key benefits, their concerns often outweighed the positives.

Perceived Positives

✓ Good for the environment

✓ Safer than gas (e.g., fewer leaks)

✓ Healthier than gas

Perceived Negatives

✕ Expensive to switch to electric

✕ Ongoing electricity costs are higher than gas

✕ Loss of gas as a backup; concern about grid reliability

✕ Difficult to navigate available options

✕ Preference for gas cooking; belief that electric is inferior

✕ Political skepticism

“just a way for companies to make money,” “why should I do this when large companies are much worse?”

Messages spark interest—but raise questions.

Cost Clarity

Messages about saving money are compelling, but homeowners want to know how much they’ll actually save before taking action.

Tech Confusion

Terms like “heat pump” are unfamiliar, and current appliance labels add to the sense of uncertainty and complexity.

Estimate Tools

Homeowners want an easy-to-use calculator to estimate upfront costs and long-term savings of going electric.

Dual Function

Learning that one device can both heat and cool the home was a surprising and persuasive benefit for many.

Incentive Doubts

Incentives generate interest, but there’s skepticism about eligibility, timing, and the complexity of accessing them.

Message Impact

Messages that simplify the process—like “switching isn’t complicated”—help reduce resistance and build confidence.

Moderate-Income Condo-Owners

Homeowners within this demographic appear to be more focused on saving money than both high and low-income homeowners.

This demographic may not have control over the choice to electrify their furnaces and/or their hot water heaters, unlike single-family homeowners.

Spanish-Speakers Mandarin-Speakers

Homeowners fluent in Spanish expressed more doubt and are looking for concrete evidence that electrification will save them money.

Homeowners fluent in Mandarin are particularly interested in ROI:

at what point will they break even on the cost of the switch and start to save money.

Demographic Differences

Lead with cost savings

• Prioritize messaging that highlights potential savings on energy bills

• Compare gas vs. electric costs; mention incentives and ROI when applicable

• Consider offering a cost/savings calculator

Clarify technology

• Educate homeowners on how heat pumps and heat pump water heaters work

• Emphasize that a heat pump is a single device that heats and cools the home

Reinforce the benefits

• Position electrification as safer and healthier

• Highlight positive impact on the environment

• Share ways the process can be made simple and approachable

Tailor the approach

• Prioritize single-family homeowners

• Avoid promoting electric stoves—homeowners can prefer gas, and removal has less overall impact than HVAC or water heater upgrades

Key Takeaways

Strategy & Messaging

Section 02

Messaging Opportunities

• Clearly quantify financial benefits (cost, ROI, savings)

– Include tools like calculators to support understanding

• Emphasize the most impactful upgrades

– Heat pumps

– Heat pump water heaters

• Consider homeowner case studies to build trust and relatability

Strategy: Approach & Messaging

Approach

• Equip San Mateo County jurisdictions with a customizable toolkit to promote home electrification

• Develop evergreen creative assets to educate homeowners on options and benefits

• Focus on real, immediate opportunities— homeowners are unlikely to research future hypothetical purchases

• Connect broad societal benefits (climate, health, safety) to personal impact at home

Shared Mindset of Audiences

• Audiences generally agree that electric is healthier, safer, and better for the environment, but skepticism remains

• Cost is a top motivator, but homeowners want clearer savings estimates

• Incentives are appealing, but there’s uncertainty around availability and complexity

• Many would value an online tool to estimate costs and potential savings

• Concerns about grid reliability persist

Strategy: Audiences

Primary Target

Homeowners responsible for home upgrades and repairs, specifically:

✓ Single-family homes/townhomes

✓ Owner-occupied residences

✓ Located in bayside/urban communities of San Mateo County

These are not early adopters—but they’re also not climate skeptics.

Secondary Target

Broader San Mateo County residents

Campaign Focus Areas With our target audiences in mind, these are the key message focus areas developed to support the Let’s Go Electric campaign.

Smart & Modern

Electric appliances have come a long way. Heat pumps offer heating and cooling in one, reuse existing ducts, and keep temps steady—unlike old gas systems.

Efficient & Cost-Neutral

Modern electric upgrades can match the cost of replacing old gas appliances—especially heat pumps, which do double duty without doubling your bill.

Safe & Healthy

Electric appliances remove harmful indoor emissions and improve air quality.

Prioritize heat pumps for a safer, healthier home.

Visual Identity & Tagline The “Go Electric” visual identity blends a house and power socket to represent the shift toward all-electric homes.

The tagline “Go Safe. Go Efficient. Go Electric.”

captures the campaign’s three core focus areas in a clear and memorable way.

Logo Tagline

Creative Assets

Section 03

Smart & Modern On the right-hand side is the campaign creative and messaging to use for all “Smart & Modern” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: When your old gas furnace finally bites the dust, it’s time to go electric! Ditch the carbon monoxide, fumes, and mystery smells—modern, all-electric HVACs keep your home cozy, clean, and safe.

Say goodbye to the continual on/off cycling of your old gas furnace. Modern electric heat pumps deliver the perfect temperature and humidity all year round.

Find an engineer/installer in your area: xxxx.

Modern (Spanish) On the right-hand side is the campaign creative and messaging to use for the Spanish translations of “Smart & Modern” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: Cuando su calefacción vieja finalmente dice basta es hora de cambiarse a la tecnología eléctrica.

Dígale adiós al monóxido de carbono y a los humos y olores misteriosos— disfrute de un hogar cómodo, limpio y seguro con un sistema de climatización moderno y totalmente eléctrico.

Los ciclos continuos de encendido y apagado de su vieja caldera de gas ya son cosas del pasado. Nuestras modernas bombas de calor eléctricas proporcionan una temperatura y humedad perfecta todo el año.

Encuentre un ingeniero/instalador en su área: xxxx

Modern (Mandarin) On the right-hand side is the campaign creative and messaging to use for the Mandarin translations of “Smart & Modern” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: 当你家旧燃气炉彻底罢工 时，就是选择改用全电系统的绝 佳时机！ 告别一氧化碳、刺鼻 与神秘气体-- 现代全电的冷暖系 统让你的家住得舒适、干净与安 全。

向旧燃气炉的反复启动和关闭说 掰掰 让先进的电热泵为你带来 全年都能精准控制温度与湿度的 体验。

欲了解更多全电化生活的资讯，

请看：XXX

Efficient & Cost-Neutral Option 1 On the right-hand side is the campaign creative and messaging to use for Option 1 of the “Efficient & Cost-Neutral” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: When your old gas furnace finally bites the dust, it’s time to go electric! Ditch the carbon monoxide, fumes, and mystery smells—modern, all-electric HVACs keep your home cozy, clean, and safe.

Say goodbye to the continual on/off cycling of your old gas furnace. Modern electric heat pumps deliver the perfect temperature and humidity all year round.

Find an engineer/installer in your area: xxxx

Copy: Stay cozy in winter and chill in summer— all with one system!

When your old gas furnace finally bites the dust, upgrade to a modern all-electric HVAC. A super-efficient heat pump keeps you warm and cool, so you can stop hoarding blankets and fans.

Learn more about the power of electric HVAC at: xxxx

Efficient & Cost-Neutral Option 2 On the right-hand side is the campaign creative and messaging to use for Option 2 of the “Efficient & Cost-Neutral” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Cost-Neutral (Spanish) On the right-hand side is the campaign creative and messaging to use for the Spanish translations of “Efficient & Cost-Neutral” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: Los aparatos modernos eléctricos eliminan las principales fuentes de emisiones nocivas en interiores, creando un espacio más seguro para usted y su familia.

Es hora de decirle adiós al gas.

Obtenga más información sobre cómo Electrificarse Totalmente en: xxxx

Cost-Neutral (Mandarin) On the right-hand side is the campaign creative and messaging to use for the Mandarin translations of “Efficient & Cost-Neutral” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: 当你家旧燃气炉彻底罢工 时，就是选择改用全电系统的绝佳时 机！

告别一氧化碳、刺鼻与神秘气体-- 现代全电的暖通空调让你的家住得舒 适、干净与安全。

向燃气炉的反复启动和关闭说掰掰 让先进的电热泵为你带来全年都能精 准控制温度和湿度的体验。

查看您可申请更换能源的补贴与优 惠：xxxx

Copy: Modern, all-electric appliances remove the main sources of harmful indoor emissions, creating a safer space for you and your family.

It’s time to break up with gas. Learn more about Going All Electric at: xxxx

Safe & Healthy Option 1 On the right-hand side is the campaign creative and messaging to use for Option 1 of the “Safe & Healthy” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Safe & Healthy Option 2 On the right-hand side is the campaign creative and messaging to use for Option 2 of the “Safe & Healthy” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: Modern, all-electric appliances remove the low-level, daily sources of harmful indoor emissions, creating a safer space for you and your family.

It’s time to break up with gas. Learn more about Going All Electric at: xxxx

Healthy (Spanish) On the right-hand side is the campaign creative and messaging to use for the Spanish translations of “Safe & Healthy” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: Disfrute de un hogar acogedor en el invierno y fresco en el verano— ¡todo en un mismo sistema!

Cuando su calefacción vieja finalmente dice basta — es momento de actualizarse e instalar un moderno sistema de climatización totalmente eléctrico. Una bomba de calor extremadamente eficiente mantiene su hogar cálido y fresco para que no tenga que seguir acaparando cobijas y ventiladores.

Obtenga más información sobre el poder de los sistemas de climatización eléctricos en: xxxx

Healthy (Mandarin) On the right-hand side is the campaign creative and messaging to use for the Mandarin translations of “Safe & Healthy” images.

Please always use the images and copy together—whether in social media posts and animations, presentations, printed handouts, websites, or other public-facing materials.

Copy: 现今全电设备能消除 室内污染的主要来源，为你 与家人打造更安全理想的居 住空间。

和燃气道别的时候到了。欲 了解更多全电化生活的资

讯，请看：XXX

Social & Newsletter Assets Download in your preferred language:

• [English link]

• [Mandarin link]

• [Spanish link]

Digital Banner Assets Download in your preferred language:

• [English link]

Postcard Download in your preferred language:

• [English link]

Avana Andrade

Contact Us

Senior Sustainability Specialist aandrade@smcgov.org