Background: One of Ecology Action’s key programs promotes equitable electric vehicle (EV) adoption by helping Californians—particularly those from historically underserved communities—navigate complex incentive processes with free, personalized assistance. In August, we received a major grant with an urgent goal: drive maximum participation before the Federal EV incentive expired at the end of September. With only a one-week window to launch, I developed and executed a comprehensive omni-channel strategy targeting our ideal customer profile: English and Spanish-speaking residents looking to reduce gas costs and save up to $20,000 on an EV.

 

Vision: The campaign included targeted display and search ads, bilingual landing pages with A/B testing, segmented email drip campaigns, earned and paid media placements, bilingual webinars, and in-person community activations. Every tactic was designed to lower barriers, provide clear value, and meet audiences where they were—both geographically and digitally.

 

Results: In just five weeks, the campaign drove over 250 sign ups, accounting for 75% of the program’s total pipeline during the blitz. This campaign increased web traffic 75% YoY and converted 32% of landing page visitors to sign up. It was a fast-paced, high-impact effort that demonstrated the power of data-driven strategy, culturally competent storytelling, and cross-channel coordination in advancing both environmental and equity goals.