“Time to Recharge!” is a campaign I co-developed with Jessica Reid for our MEJO 530 course in Spring 2023. Our project is focused on accelerating the adoption of electric vehicles (EVs) in North Carolina, a step towards addressing climate change and promoting sustainable transportation. We are particularly aiming at the middle and upper-class demographics who are more likely to afford electric vehicles.

At the heart of our project is the unique concept of the “EV Cruise”. This is an electric bus tour across North Carolina, designed to resemble a cruise ship’s journey, stopping at various ‘ports’ or EV charging stations. This experiential marketing strategy is crafted to alleviate the common concerns about the availability of charging stations and to highlight the practicality and benefits of EVs.

Here are some key aspects of our project:

1. Promoting EV Adoption: Our main objective is to encourage North Carolinians to switch to EVs, especially by addressing the anxiety surrounding the availability of charging infrastructure.
2. Collaboration with Nonprofits: We propose to partner with the North Carolina Sustainable Energy Association in Raleigh to run the EV Cruise, aligning with their mission to boost clean energy usage in the state.
3. Measurable Success Metrics: We plan to track the success of our initiative through surveys that gauge awareness about EV charging infrastructure, reduced concerns regarding it, and the likelihood of people purchasing EVs.
4. Comprehensive Communication Strategy: We intend to leverage various channels such as news media, social media, targeted advertising, and experiential marketing to promote the EV Cruise and educate the participants about electric vehicles.
5. Triple Bottom Line Focus: Our approach encompasses planet, people, and profit, aiming to minimize fossil fuel dependency, promote sustainable lifestyles, and showcase the economic advantages of EVs.
6. Sustainable Practices: Our project includes using electric buses, advocating for carpooling, efficient waste management, and spreading awareness about clean energy policies.
7. In-depth Audience Research: We have conducted thorough research and surveys to understand the attitudes and requirements of potential EV buyers in North Carolina.
8. Clear Brand Promise: We guarantee an informative and enjoyable experience, with a strong emphasis on sustainability, economic benefits, and equitable access in the transition to EVs.
9. Ensuring Authenticity and Transparency: We are committed to offering transparent pricing, expert advice, and clearly connecting the cruise experience with the sustainability benefits of electric vehicles. Access full Communication Plan

---

I mainly focused on the visual designs for the campaign. Here’s my bus design:

We also proposed an added section to the current NCSEA website by designing a mock-up using Adobe. Access Mockup.

In conclusion, through “Time to Recharge!”, we propose a campaign not just to boost EV sales but also to make a significant contribution to North Carolina’s efforts in combating climate change.

This project represents a blend of innovation, education, and practical solutions to infrastructure challenges, all geared towards a more sustainable future.