eV Power Exchange

Put eV Power Exchange chargers on the map, literally and figuratively, with a brand story that connected across audiences, driving more users and building a real community.
Location
United States
Date
October 2022
Role
Brand Strategist

Background

The demand for sustainable transportation solutions is surging, driven by both consumer interest and government incentives.

eV Power Exchange (eVP), a rapidly growing Electric Vehicle Service Provider (EVSP) based in Utah, is at the forefront of this movement.

With the goal to change the EV charging experience, reduce range anxiety, and utilize unprofitable surface parking spaces, eVP aims to build one of the most extensive DC fast-charging networks in North America, starting in Utah.

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Approach

Our strategy for eVP centred on creating an engaging and supportive ecosystem. As always, we began with research. Identifying key user personas: EV drivers, property owners, retailers, and fleet operators.

To address the needs of these diverse audiences, we created a brand narrative that emphasized the urgency of sustainable transportation and eVP’s role in bringing this reality to life. For EV drivers, we focused on the functional benefits and enhanced experience of eVP chargers, transforming charging from a mundane task into an enjoyable activity. For property owners, we highlighted the potential to tap into federal and state government grants, turning parking spaces into revenue-generating assets.

Once eVP launched its first charger, visibility was our number one goal. We integrated eVP chargers on major map platforms like Google Maps and PlugShare and optimized Google My Business (GMB) profiles for each location, making eVP chargers easily discoverable and accessible. We developed geo-targeted ads to reach EV drivers near the chargers, driving traffic and raising brand awareness.

Our content strategy spanned multiple channels, engaging different audiences through tailored website content, press releases, and social media. LinkedIn was used for corporate communications, engaging property owners and retailers, while other social platforms connected with EV drivers through practical information and user testimonials.

Results

Our approach significantly enhanced the visibility and adoption of eVP chargers. By making EV charging information accessible and targeted, we helped shift perceptions and created a supportive ecosystem for sustainable mobility. Increased visibility on major map platforms led to higher traffic and usage of eVP chargers. Targeted ads and optimized GMB profiles resulted in a noticeable uptick in usage and awareness. Our content strategy built a sense of community among EV drivers, property owners, and retailers, promoting ongoing engagement and support for sustainable mobility.

Through strategic planning and targeted execution, we positioned eV Power Exchange as a key player in Utah's EV charging space, advancing the movement towards a nationwide charging network and a more sustainable future.

Sky's the Limit.

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