For example, as part of Southern California Edison’s Charge Ready Program Pilot, which aimed to increase the availability of long dwell-time EV charging infrastructure, the utility launched a concurrent campaign to communicate about EVs and the benefits of electric charging. In order to reach a wider audience, the campaign produced outreach content for a variety of media platforms, with translations available in English, Spanish, Korean, Chinese, and Vietnamese. Media platforms included:

• Paid media, including digital banners, search engine marketing, sponsored social media ads, and radio;
• Local booth sponsorship at EV-related events;
• Direct messaging, including mail or email to targeted consumer populations; and
• Other channels, including bill inserts, messaging on SCE.com, and social media on SCE sites.

Three months into the campaign, SCE also conducted two outreach events to increase consumers’ awareness of EVs and to provide consumers an overview of SCE’s Charge Ready program, among other things. The events included a local government kickoff workshop, with 200 estimated attendees, and a second collaborative event with the San Joaquin Valley EV Partnership (SJVEVP), with an estimated 50 attendees. The second event featured an EV display in the parking lot, with presentations on EVs, charging equipment, purchasing incentives, and workplace charging options.
Three months after the start of the campaign, the campaign has increased unique visitor counts on the campaign’s landing page by 13 percent and has more than doubled the repeat visitor account.