Project
Pacific Gas & Electric (PG&E): EV Fleet Program
Our team supported the launch of PG&E’s EV Fleet program, designed to help medium- and heavy-duty fleet operators cost-effectively install charging infrastructure.
Challenge: Launch and scale a first-of-its-kind EV infrastructure incentive program for fleets.
TRC’s Clean Transportation team developed and implemented a multi-year Marketing, Education, and Outreach (ME&O) strategy for Pacific Gas and Electric (PG&E)’s landmark EV Fleet program. Our team developed a comprehensive communications plan which leveraged lead-generating webinars, educational resources, fleet case studies, and comprehensive digital marketing campaigns. These initiatives were designed to generate and engage leads, connecting key stakeholders and fleets with knowledge, resources, and funding available through PG&E.
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
500+
Program applications
475
Average webinar registrations
5.2K
Medium- and heavy-duty EVs committed through the program