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
-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
