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Branding | Marketing | Media Relations
As the nation’s second largest utility at the time, SCE wanted to promote customer awareness of the energy-efficiency and other advantages of electric vehicles (EVs), and to demonstrate the utility’s leadership role in the EV arena.
Watermark Group’s Athena Fristoe headed a team that put together a comprehensive marketing and communications outreach initiative for SCE’s EV program. Athena managed development and implementation of marketing, communications, public relations and advertising initiatives designed to maintain the utility’s leadership role as a pioneer in EV technology. To distinguish the utility’s EV fleet while complying with SCE’s strictly enforced prohibition against non-corporate logos, Athena creative-directed and secured approval to use a text-based tagline or “mark” for the EV fleet and collateral materials – a key tag with the words, “Yes, It’s Electric!”
Key non-customer stakeholders recognized SCE as an EV industry leader and consulted with the utility on major policy initiatives. Every major automaker worked with the utility to ensure that its vehicles were included among SCE’s highly visible fleet of EVs. Key media interest resulted in coverage by The
Wall Street Journal (page one, above the fold), Los Angeles
Times, KABC-TV “Eyewitness News” and many others.
For greater visibility and perceived value-add internally, Athena worked to move the EV function from engineering to marketing, and integrated the department’s goals with the higher-level strategic goals and objectives of the utility. An employee incentive program was established to encourage SCE staff to take advantage of government and original-equipment-manufacturer rebates and other incentives associated with the personal lease of an EV.
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