Encouraging businesses to install electric car charge points

Cumbria Action for Sustainability is Cumbria’s climate change charity whose mission is to help Cumbrians to reduce their carbon footprint and prevent climate change. The organisation’s Charge My Street initiative is designed to support and increase the take up of charging points for electric vehicles.

Our brief

CAFS asked Freshfield to support the Charge My Street programme with the aim of improving the take up of those businesses hosting a charge point for electric vehicles at their site.

What we delivered

Our strategy was to use local success stories to explain the business benefits of applying for a free EV charge point in the relevant local and business media, as well as through a targeted advertising campaign across Facebook and LinkedIn.

As well as telling impactful stories from local businesses that were already benefitting from hosting EV charging points, we also completed an audience mapping exercise to determine which sectors we should target for an effective campaign.

We ran a series of awareness and conversion campaigns across Facebook and LinkedIn, generating new leads which the Charge My Street team could follow up and visit to complete the application.

Impact

In total, over 70,000 people in the county read about Charge My Street through Freshfield’s activity, with 15 businesses signing up for a charge point within the first 60 days of the campaign.

This saved those businesses an estimated £70,000 compared to them paying to install the charge points themselves, while growing the reputation of Charge My Street and developing new leads with some of the leading employers in Lancashire.