As gas prices continued to rise, wallets tightened and paychecks stretched. A practical solution exists – one that requires exactly zero gas – a plug-in electric vehicle (PEV). However, the perception of the lack of charging infrastructure is a chief concern among the public. People are experiencing “range anxiety,” which prohibits their consideration of driving a PEV. Furthermore, PEVs have the reputation of displaying a high sticker price, which further isolates consumers.
The U.S. Department of Energy (DOE) is calling on America’s employers to sign the Workplace Charging Challenge Pledge (WPCC) as “partners” to make a bold commitment to provide PEV charging access to their workforce and grow the charging infrastructure. DOE’s Office of Energy Efficiency and Renewable Energy (EERE) enlisted Stratacomm to work directly with identified partners to mine for testimonial content and create materials to further promote the initiative and engage the partner’s internal and external audiences. The project objective was to create content that would raise awareness of the DOE initiative, position WPCC partners as forward-thinking employers, generate interest among WPCC partner employees to consider purchasing PEVs and encourage other organizations to install workplace charging stations.
Stratacomm worked with EERE to target a dozen WPCC partners and we successfully engaged eight to take a deep-dive into their organization’s partnership with DOE. We worked with these partners over several weeks to create a series of materials that were usable by the organization and also valuable to DOE to further promote workplace charging installation.
- Managed interaction with partners – Stratacomm conducted significant research about each partner to determine how they were talking about their workplace charging participation and other sustainability efforts externally, and to customize initial recommendations to each partner. Stratacomm then conducted a personalized introductory call to gauge the specific communications needs of the partner organization which guided content development.
- Collected testimonials – To understand the impact the WPCC has had on an organization, Stratacomm collected testimonial content from employee PEV drivers to gain their firsthand insights and also from the decision maker who endorsed the installation of workplace charging to gain a business perspective. The testimonials Stratacomm collected helped drive the content in its various forms, encouraging other organizations to consider workplace charging as well as addressing consumer misperceptions.
- Created content – Using the testimonial content as well as input from the partner, Stratacomm drafted materials that the organization could use both internally and externally to further promote their participation in the WPCC. Finalized materials were then presented to DOE for their use as well. Partner/DOE materials created include:
- Updated partner profile for DOE WPCC website
- Article or blog content
- FAQ language
- Corporate social responsibility (CSR) report language
- Testimonial quotes
- Social media posts
- High resolution photos and captions
- Media pitch ideas
In the span of just a few months, the Stratacomm team produced 130 finalized (approved) partner materials and collected nearly 50 high resolution photos. Partners indicated that the content produced would be strategically rolled out as appropriate on various platforms that included a partner’s website, sustainability blog, presentation materials, newsletters, social media channels, CSR reports and intranets. DOE indicated that the content is on-target and will be extremely valuable to them in the months ahead.