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Pacific Gas & Electric (PG&E): EV Fleet Program

Solution: Identify and Engage Target Audience through Marketing, Education & Outreach

Establish Industry Partnerships

To grow awareness of the EV Fleet program, our team developed and hosted regular opportunities to engage with key stakeholder groups, including:

- Local dealership trainings, customized collateral, and live Q&A sessions
- Engagement with vehicle and equipment manufacturers to encourage cross-promotion and partner co-marketing opportunities
- Identify key industry events and facilitate speaking and exhibitor opportunities

Highlight Early Adopter Success Stories

Our team hosted a series of educational webinars to introduce the EV Fleet program to key customers, while spotlighting available vehicles, funding programs, and early electrification lessons learned from leading fleets. Our efforts included:

- Webinar concept development
- Speaker and moderator coordination
- Presentation collateral
- Email outreach campaigns
- Post-webinar reports, with lead analysis and classification

Educational Collateral

To educate the market on the economic and sustainability benefits of fleet electrification, our team created a suite of data-rich resources, including:

- EV Charging Guidebook, to serve as a comprehensive electrification primer for fleets
- Case study fact sheets, providing insight into the fleet electrification process
- Program FAQs, to answer specific and technical questions from program applicants
- Total Cost of Ownership (TCO) fact sheets, including sector-specific TCO examples

Identify and Engage Target Audiences

Our team worked to assess and qualify the leading early adopter fleet segments in PG&E’s service territory and created a segment-specific content strategy to engage them, including:

- Creating a digital resource library, customized by target audience
- Creating and launching a sector-specific social campaign, focused on lead generation
- Developing and deploying regular email campaigns, to generate and engage program leads

Results: Establish PG&E’s EV Fleet program as a leading resource for fleet electrification.

As one of the first, and largest, utility incentive programs for medium- and heavy-duty customers in the nation, PG&E created a blueprint for utility-to-fleet partnership for the industry by providing valuable education and resources to support medium- and heavy-duty fleet electrification.
*As of May 2024


Program applications


Average webinar registrations


Medium- and heavy-duty EVs committed through the program

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