NYC Clean Truck Program


GNA manages marketing and outreach to New York City fleet operators on behalf of the NYC Clean Trucks Program.

  • Communications & Reporting
  • Outreach Campaigns
  • Design Services
  • Website Design & Development
  • Events & Experiential Marketing
  • Media Relations
  • Education & Training

About the Project

The NYC Clean Trucks Program is a unique environmental initiative offered by the New York City Department of Transportation (NYC DOT) to promote sustainable transportation and a cleaner environment in New York City. The program offers financial incentives for local commercial fleet operators to transition away from diesel and towards clean, advanced trucks and transportation technologies.

Program & Website Launch

GNA began working with the NYC DOT on the Hunts Point Clean Trucks Program (HPCTP), launched in 2012, to replace, retrofit or scrap heavy polluting diesel trucks from the South Bronx and NYC. Expanding on the success of the HPCTP, GNA worked with NYC DOT to facilitate the 2020 launch of the NYC Clean Trucks Program. Our deliverables included:

  • Brand and logo development
  • Sitemap development and wireframing
  • Copywriting and search engine optimization strategy
  • Website design, infographic development, and photo editing
  • Custom WordPress template development
  • Digital website launch campaign

Campaign Strategy and Community Outreach

Managing all media relations for the organization, GNA ensured major milestones are effectively communicated across the industry. Our media support has included:

  • Identify the target audience, including commercial truck operators, environmental justice and community-based organizations, trade groups, and NYC public agencies
  • Host virtual events and webinars to educate and inform fleets about the program
  • Deploy bi-weekly emails with program news and updates
  • Facilitate partner marketing efforts with key local influencers, including NYC Community Boards, borough Chambers of Commerce, and NYC Environmental Justice Groups

Dealership and Vendor Outreach

Original Equipment Manufacturers (OEMs) and their dealer networks play a key role in program success. Often the dealership is the first point of contact for a fleet interested in replacing an old truck with a new alternative fuel truck. OEMs and their dealerships must apply to participate in the program. The NYC Clean Trucks Program is working with the electric utility Con Edison to build charging infrastructure for battery-electric trucks purchased with program funds. GNA’s deliverables included:

  • Facilitate ongoing educational calls with dealers and OEMS and provide program resources
  • Invite dealerships to participate in and present to fleets during educational virtual events and webinars
  • Schedule calls with dealers and OEMs to educate them about the program
  • Promote the Charge-Ready program offered by Con Edison which provides funding for the installation of charging infrastructure on fleet properties

Key Successes

1,900+ active and engaged local fleet contacts
619 cleaner trucks funded and deployed
396.64 short tons of NOx reduced annually

“Over the past decade, GNA has been an incredibly valuable partner in helping our team educate New York City fleets on how and why they should transition to low- and zero-emission vehicles.”

Susan McSherry, Program Manager, Alternative Fuel Program, New York City Department of Transportation

Community Impact

Supporting NYC DOT with education and outreach to encourage increased deployments of low- and zero-emission vehicles helps to:

Reduce Air Pollution

providing improved public health benefits

Protect Our Climate

due to the reduction in fossil fuel use