Traditional public service announcements, advertising with an industry-wide consistent message (endorsed/supported by environmental groups and governments)

Solution Details:

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

General Implementation Strategy:  Public information and awareness

Primary Actors:  NGO, City Government

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'
• 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
• Include marketing message about plug ins with utility bills
• 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:

• 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
• Include marketing message about plug ins with utility bills
• 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:

• Provide plug-in infrastructure information specifically for banks/financiers
• Provide utility groups with regular updates relating to recent work in the plug-in space
• Show developers how plug-in infrastructure could differentiate their product
• Highlight reduced fuel, maintenance, and servicing costs compared to ICE baseline
• Provide developers with information on charging infrastructure installation, regulation, incentives etc.
• Create business case for builders interested in installing plug-in infrastructure
• Create consumer networks
• Facilitate plug-in infrastructure workshops
• Participate in Project Get Ready convening opportunities
• Ensure utility early adopter stories are widely shared
• Showcase a value proposition for plug-ins compared to ICE baseline
• Showcase different regulatory needs and options
• Help consumers understand full life-cycle value of battery
• Give early adopters an ambassador kit
• Show consumers how much money, gas and CO2 they'll be saving/spending
• Develop a quarterly newsletter to discuss EV issues

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