PG&E

PG&E Hero

GNA supported PG&E’s launch of EV Fleet, which helps medium- and heavy-duty fleet managers easily and cost-effectively install charging infrastructure.

  • Communications Strategy
  • Design Services
  • Outreach Campaigns
  • Events & Experiential Marketing
  • Funding 360
  • Regulatory Compliance

About the Project

Pacific Gas and Electric (PG&E) is an energy company that serves 16 million people in Northern and Central California. PG&E has been charged by the California Public Utilities Commission to install infrastructure to support putting 6,500 electric vehicles on the road and helping 700 organizations convert to EVs by 2024.

Email Marketing Campaign Strategy & Development

In effort to help PG&E meet their infrastructure and vehicle deployment goals, GNA sought to identify and educate the core audience for the program through targeted messaging to generate qualified leads. GNA started by tackling the following tasks:

  • Identify key customer segments (e.g., school districts, local delivery, refuse, etc.) to target based on vehicle and funding availability
  • Develop strategy for a multi-faceted outreach campaign to garner as many qualified leads as possible, including email template design
  • Develop and deploy a series of introductory email marketing campaigns
  • Develop and deploy unique email outreach strategies for early adopters, leads to nurture, and priority sectors
PG&E Email
PG&E Webinars

Educational Webinars

GNA facilitated a series of educational webinars to introduce the EV Fleet program, as well as spotlight available vehicles, stackable incentives, and early lessons learned. Our deliverables included:

  • Webinar concept development
  • Speaker and moderator coordination
  • Presentation collateral
  • Email outreach campaigns
  • Post-webinar reports, with lead analysis and classification

Collateral Development & Design

To educate the market on the economic and environmental benefits of electrification, EV Fleet program, and how PG&E can support fleets with their charging infrastructure installation efforts, GNA continues to create vital resources, including:

  • EV Charging Guidebook, a 50+ page document that serves as a comprehensive electrification primer for fleets
  • Case study fact sheets, outlining the electrification process of an EV Fleet customer
  • Program FAQs, answering specific questions fleets inevitably have on electrifying through the EV Fleet program
  • Total cost of ownership (TCO) fact sheets, which include sector-specific examples of TCO analysis

Key Successes

1,000+ Warm fleet leads generated in 2020
50% Reduction in acquisition cost per lead
171% of lead generation goal achieved

Community Impact

Supporting PG&E with education and outreach to encourage increased deployments of electric vehicles in California helps to:

Reduce air pollution

providing improved public health benefits

Protect our climate

due to zero tailpipe emissions and the reduction in fossil fuel use

Create cutting-edge job opportunities

for vehicle technicians, charging infrastructure construction and more

Provide a better truck driver experience

due to a quieter ride and no exposure to fuel or exhaust fumes