When utilities send out bills, include marketing message about green transportation

Solution Details:

Pain Point:  Consumers have a limited understanding of plug-ins

General Implementation Strategy:  Public information and awareness

Primary Actors:  Utility

Other solutions to this pain point:

• Host demo projects in your region to showcase plug-in technology
• Reach out to students of all levels
• Sponsor an plug-in related contest for students
• Allow employees to volunteer and give plug-in related presentations to schools
• Invite educators or promising students to shadow plug-in using employees for a day
• Offer EVs for transportation days at schools
• Develop an plug-in curriculum for community colleges
• Create an plug-in fleet manager education program
• Provide information to car dealers on 'utility-side' aspect of owning an plug-in
• Ensure plug-ins are used as high-profile vehicles
• Hold a competition for the trial of a vehicle fleet engaging consumers through various mediums
• Early roll-out in taxi fleet, rental cars, corporate fleets.
• Virtual PHEVs from now to 2010
• Invite applicants to participate in an 'plug-in Field Trial'
• Traditional public service announcements
• Create emotional connection between consumer and 'Plug in Story'
• Show consumers how much money, gas and CO2 they'll be saving/spending
• Ensure marketing reflects the empowerment and fun associated with plug-ins
• Inform consumers of infrastructure implementation timeline well in advance
• Create targeted messaging for each stakeholder group
• Show consumers comparative environmental performance of plug-ins and other alternative energy vehicles
• Demonstrate charging technologies at community events
• Conduct plug-in ride and drives for policy makers and the general public
• Develop a quarterly newsletter to discuss EV issues
• Highlight plug-in impact on day to day convenience
• Focus on electric vehicle education
• Universities/colleges provide educational plug-in programs for students and consumers
• Provide a centralized hub for incentive information
• Communicate safety measures that are being undertaken in tandem with plug-in roll out
• Address potential health concerns through marketing campaign
• Showcase process for businesses to install infrastructure
• Promote vehicle reliability and long term commitment to technology
• Habituate consumers to charging at the right time
• Explain the electric system as a whole and how plub ins are a part of this system
• Convey the importance of off-peak charging
• Clearly outline life-cycle environmental impacts

Other solutions that fall into this general strategy:

• Traditional public service announcements
• Create emotional connection between consumer and 'Plug in Story'
• Show consumers how much money, gas and CO2 they'll be saving/spending
• Ensure marketing reflects the empowerment and fun associated with plug-ins
• Inform consumers of infrastructure implementation timeline well in advance
• Create targeted messaging for each stakeholder group
• Show consumers comparative environmental performance of plug-ins and other alternative energy vehicles
• Demonstrate charging technologies at community events
• Conduct plug-in ride and drives for policy makers and the general public
• Develop a quarterly newsletter to discuss EV issues
• Highlight plug-in impact on day to day convenience
• Focus on electric vehicle education
• Universities/colleges provide educational plug-in programs for students and consumers
• Provide a centralized hub for incentive information
• Communicate safety measures that are being undertaken in tandem with plug-in roll out
• Address potential health concerns through marketing campaign
• Showcase process for businesses to install infrastructure
• Promote vehicle reliability and long term commitment to technology
• Habituate consumers to charging at the right time
• Explain the electric system as a whole and how plub ins are a part of this system
• Convey the importance of off-peak charging
• Clearly outline life-cycle environmental impacts

Other solutions for this primary actor:

• Host demo projects in your region to showcase plug-in technology
• Rate base the infrastructure
• Minimize transaction costs by encouraging third-party businesses to manage the transaction cost affiliated with charging
• Infrastructure acupuncture: Strategically position charging stations for optimal use
• Focus charging stations along highways and other primary corridors of travel
• Rate base infrastructure installation of infrastructure
• Train mechanics and maintenance technicians
• Utility driven consumer education and communication
• Encourage utilities to take an integrated approach to smart grid deployment
• Create a short-term utility response team to jump on local issues if they arise.
• Utility provides free electricity in exchange for charge 'black out' times
• Utility provides free 240V charger upgrade in exchange for black-out charge times
• Free vehicle electricity for the first x residents who adopt plug-ins
• Utility provides free home charge spot installation
• Enable V1G or V2G on utility system
• Public investments in plug-in infrastructure match private-sector investments or vice versa
• Utility finances home charge spot installation service through small addition to monthly utility bills
• Tie utility perks with 'no charge' times
• Incentivize nighttime charging
• Break out plug-in electricity costs on utility bills to reinforce cost saving
• Provide developers with information on charging infrastructure operation
• Generate funds from a variety of sources
• Ensure utility early adopter stories are widely shared
• Start with regional discussions to agree on top priority standards
• Fleets commit to buy a certain number of plug-ins
• Welcome responsible use of conversions
• Coordinate vehicle purchase with in home charging station installation
• Lobby for major federal regulations
• Participate in a voluntary alliance supporting uniform regulatory framework of industry standards
• Commit to immediately implement J2836-etc on completion
• Attend EPRI/GM forums
• Prioritize efforts (demand response over tiered response)
• Charge mate concept with standards guaranteeing vehicle can plug in and charge
• Tiered or TOU rates
• Reduced rates for plug-in charging
• Sub-metering
• Utility provided reduced rate package for plug-in users
• Utility gives TOU or real-time rates
• Utility gives very low electricity rates to plug-ins at off-peak times
• Sponsor an plug-in related contest for students
• Ensure plug-ins are used as high-profile vehicles
• Explore/support secondary battery markets
• Provide information to car dealers on 'utility-side' aspect of owning an plug-in
• Ensure that all electricity to car is green
• Bundle with Smart Grid upgrade
• Provide green electricity options and a discount on green purchase programs
• Create emotional connection between consumer and 'Plug in Story'
• Habituate consumers to charging at the right time
• Convey the importance of off-peak charging

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