FirstEnergy
In 2018, New Jersey governor Phil Murphy signed an order directing state agencies to develop a statewide clean energy plan by 2050. It included provisions for expanding electric vehicle charging infrastructure.
It also spurred an initiative by Jersey Central Power & Light (JCP&L), an operating company of FirstEnergy, to launch a program promoting electric transportation through infrastructure accessibility and cost-saving measures like rate credits. To maximize impact, JCP&L recognized the need for a strategic outreach approach—and a strategic partner. They tapped Mower to develop an integrated media campaign that aligned and supported their desire to generate qualified leads while raising program awareness.
While the EV charging station market is generally a high-interest category, installation remains the prevailing worry. To market JCP&L’s program, we needed to emphasize how companies that install EV charging infrastructure can gain significant marketplace advantages—after all, 84% of EV charging is done at home or the workplace—to motivate businesses to overcome any initial hesitation.
We began by identifying our target audiences and developing a comprehensive persona-based marketing strategy to better reach all key segments. We paired that strategy with a tailored media plan to address each group’s unique needs and concerns, using paid social media placements, emails and programmatic ads to reach our audiences.
To further build excitement, we recommended and implemented a full creative refresh. We then drove users to a redesigned landing page that catered to those five specific audiences with tailored offers and enrollment opportunities for each group—making it easy to find information and take action.
“Mower guided us through a complete organizational revamp of our EV Driven website. JCP&L customers looking for information on our commercial and residential programs are benefitting – our website visitors increased by 125% and program applications have increased by 113%.”
Joanne Negron, Distribution Program Manager – EMT, FirstEnergy
New Jersey is now leading the push toward EV adoption along the east coast. Aligning our strategy, media plan, creative approach and user experience raised customer awareness—and raised some incredibly tangible results. A three-month media execution delivered:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.