Bay Area Climate Collaborative
EV Fleet Deployment Marketing Plan
Scott Bright, Clay Carlson, Julian Fishman, Trey Graham,...
Who is BACC
 Reducing C02
Emissions
 Accelerating Clean
Economy
 Creating
Partnerships
BACC’s Challenge
Increase EV Deployment
in Bay Area Fleets
Increase EV Deployment
in Bay Area Fleets
Current EV Landscape
Who Are Fleet Managers
 240 Fleet Managers
Surveyed
 Mostly middle-Aged
White Men
 Majority in industry
for 10+ years
Customer Segmentation
EV
Evangelist
Show Me
The
Business
Case
Interested
But Not
Informed
Help Me
Build Org
Support
The
Cu...
Overview of Recommendations
a. Activate EV Evangelists
b. Leverage Conferences & Ride ‘n Drives
c. Engage Stakeholders to ...
Recommendations
Activate EV Evangelists
Recommendations
Leverage Conferences and Ride ‘n Drives
Recommendations
Engage Stakeholders to Amplify BACC’s Message
Budget & Timeline
Total Budget $66,000
Recommendation Jan '14 Feb '14 Mar '14 Apr '14 May '14 Jun '14
Engage Ev Evangelist...
Measuring Results
Recommendation Initiative Metric Tool
1) Activate EV Evangelist
Create unique video content
with EV Evan...
Creating a Cleaner Future
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Bacc final presentation-bright, carlson, fishman, graham, ruben

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  • -founded by partnership between SJ, oak, SF, and alemeda
    -Public private partnership
    -Focused on reducing co2 emissions, saving money, accelerating clean economy
    -they have a few programs: lighting, energy efficiency, ev fleet program
    ----- Meeting Notes (12/11/13 13:06) -----
    Julian slide
  • The Presidio Team has been engaged to conduct research of the target segments, develop core messaging that resonates with fleet managers, and create a marketing plan to effectively reach these fleet managers. The Presidio Team will provide the necessary roadmap for BACC to successfully achieve its short-term and long-term goals for growing its EV program in local markets through a focused, grassroots marketing effort.
    Increase overall adoption of EVs in fleets
    ----- Meeting Notes (12/11/13 13:10) -----
    Put in Arrows
    ----- Meeting Notes (12/11/13 13:16) -----
    Scott to do
    Conduct Stakeholder Research
    Understand Target Segments
    Create Marketing Strategy
  • Public perception challenges (i.e. range anxiety, etc). Photo of us in the BMW – tell our story
    Growing Industry
    Limited Implementation, only 0.25% of Bay Area fleets
    Changing technologies and trends
    A number of regulatory issues
    Environmental issues
    OUTLINE EV LANDSCAPE BASED ON PESTEL
    ----- Meeting Notes (12/11/13 13:16) -----
  • Put key stats in image form. Picture of white guys.
    ----- Meeting Notes (12/11/13 13:23) -----
    Scottie B
    ----- Meeting Notes (12/11/13 14:04) -----
    career is on the line. this isn't a stepping stone, there credibility is on the line. political risk to them.
    Old White dudes
    95k income avg
    80% male
    240 from U.S. and Canada
    Middle aged
    Greater than 75% employed in industry for +10 years
    Risk averse
  • Have three target segments a different color. Each of us speaks as one of the segments
    ----- Meeting Notes (12/11/13 13:23) -----
    All of us.
    Curmudgeon - sam
    Org support - Scott
    Interested/uninformed - Trey
    Show me the biz case - Julian
    EV Evangelist - Clay
    Julian to Narrate
  • Scott
    ----- Meeting Notes (12/11/13 15:34) -----
    consider graphic
  • Leverage knowledge & enthusiasm of EV Evangelists
    1. Create original, unique content touting benefits of EVs (videos, writing)
    2. buddy system “EV Connect”, pairing fleet managers to evangelists
    Implementation
    Hosted on website
    Measured using online metrics of use
    EV Evangelist at top with two channels coming off – EV Connect & Unique Content – angelic light
    ----- Meeting Notes (12/11/13 13:37) -----
    Sam
  • Conference focused – both public/private sector
    Presentations/videos, etc.
    Interior car shots/conference photos
    ----- Meeting Notes (12/11/13 13:37) -----
    Clayton
  • All about creating a community – everyone who is a stakeholder with EVs knows BACC
    Partner outreach program – making them aware of BACC
    White labeled content – developing content that is accessible for partners
    Focus images on collaboration
    ----- Meeting Notes (12/11/13 13:37) -----
    Trey
    ----- Meeting Notes (12/11/13 14:20) -----
    Create new visual to show branching off from stakeholder > 1 white label 2 newsletter
    ----- Meeting Notes (12/11/13 14:57) -----
    building community, engaging major stakeholders
    1 develop unique, white lable content. ev best practices guide
    2
  • 3-D Bar Chart with Recommendations & Total budget – stripped down version of matrix
    Combine Timeline & Budget – Salary ($50k + benefits = $65k)
  • Mandatory Slide
    Adapt Matrix – focused on continued engagement and education – are we reaching people?
    ----- Meeting Notes (12/11/13 13:46) -----
    Sync up colors from timeline to measuring results
  • Bacc final presentation-bright, carlson, fishman, graham, ruben

    1. 1. Bay Area Climate Collaborative EV Fleet Deployment Marketing Plan Scott Bright, Clay Carlson, Julian Fishman, Trey Graham, Sam Ruben
    2. 2. Who is BACC  Reducing C02 Emissions  Accelerating Clean Economy  Creating Partnerships
    3. 3. BACC’s Challenge Increase EV Deployment in Bay Area Fleets Increase EV Deployment in Bay Area Fleets
    4. 4. Current EV Landscape
    5. 5. Who Are Fleet Managers  240 Fleet Managers Surveyed  Mostly middle-Aged White Men  Majority in industry for 10+ years
    6. 6. Customer Segmentation EV Evangelist Show Me The Business Case Interested But Not Informed Help Me Build Org Support The Curmudgeon Supportive Organization Unsupportive Organization Accepting of New Technology Resistant to New Technology
    7. 7. Overview of Recommendations a. Activate EV Evangelists b. Leverage Conferences & Ride ‘n Drives c. Engage Stakeholders to Amplify BACC’s Message
    8. 8. Recommendations Activate EV Evangelists
    9. 9. Recommendations Leverage Conferences and Ride ‘n Drives
    10. 10. Recommendations Engage Stakeholders to Amplify BACC’s Message
    11. 11. Budget & Timeline Total Budget $66,000 Recommendation Jan '14 Feb '14 Mar '14 Apr '14 May '14 Jun '14 Engage Ev Evangelists Create Unique Content EV Connect Conferences & Ride 'n Drives Produce Video of events Speak at EV Conferences Leverage Stakeholders Hire Marketing Director White Label Content
    12. 12. Measuring Results Recommendation Initiative Metric Tool 1) Activate EV Evangelist Create unique video content with EV Evangelists Google Analytics EV Connect Number of Engaged Fleet Managers 2) Leverage Existing EV Coalitions & Conferences Speak on BACC initiatives at conferences and events Number of Participants, Google Analytics Create promotional videos with first time EV drivers in cars, and conduct follow up interviews Google Analytics 3) Engage Stakeholders to Amplify BACC's Message Cobranded and White Labeled Content Google Analytics Newsletter Program MailChimp
    13. 13. Creating a Cleaner Future

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