1. Bay Area Climate Collaborative
EV Fleet Deployment Marketing Plan
Scott Bright, Clay Carlson, Julian Fishman, Trey Graham, Sam Ruben

2. Who is BACC
 Reducing C02
Emissions
 Accelerating Clean
Economy
 Creating
Partnerships

3. BACC’s Challenge
Increase EV Deployment
in Bay Area Fleets
Increase EV Deployment
in Bay Area Fleets

4. Current EV Landscape

5. Who Are Fleet Managers
 240 Fleet Managers
Surveyed
 Mostly middle-Aged
White Men
 Majority in industry
for 10+ years

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. Overview of Recommendations
a. Activate EV Evangelists
b. Leverage Conferences & Ride ‘n Drives
c. Engage Stakeholders to Amplify BACC’s
Message

8. Recommendations
Activate EV Evangelists

9. Recommendations
Leverage Conferences and Ride ‘n Drives

10. Recommendations
Engage Stakeholders to Amplify BACC’s Message

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. 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. Creating a Cleaner Future