Advancing Transportation Electrification

For over 30 years, Franklin Energy has boldly shaped our energy future. Our team of experts is dedicated to fundamentally transforming the world’s relationship with energy through the implementation of clean energy programs.

With a focus on our innovative electric vehicle offering, we targeted investor-owned utilities through an integrated marketing campaign aiming to maximize awareness, engage potential customers, and drive sales, while maintaining consistency in messaging and brand experience. To better resonate with our target audience, we created a marketing persona crafted from extensive research, reflecting the characteristics, behaviors, needs, challenges, and motivation of the market segment.

The campaign’s primary message promotes a clean energy future through our robust user-friendly transportation electrification solution. Additionally, we emphasize easy to implement EV charging programs to accelerate customer adoption. We redesigned our website’s offerings page to highlight our EV solution, optimizing for SEO to attract organic traffic. The page includes calls-to-action that lead to a comprehensive demo, illustrating the benefits and key selling points of our solution.

To increase awareness and generate leads, we launched a blog series, thought leadership articles, and downloadable ebooks focused on driving adoption and detailing our commercial and residential EV programs. Our content strategy caters to various buyer journey stages, ensuring lead nurturing through targeted emails, paid digital and LinkedIn ads, and engaging organic social media. We also boosted our visibility through a webinar, press releases, media outreach, and participation in industry conferences, including ads and sales enablement content.

Internally we supported our teams with a strategic selling guide, product training, sell sheets, case studies, and proposal content to enhance sales effectiveness.

Our integrated campaign approach ensures cohesive messaging across all channels, contributing to a campaign that not only exceeded marketing goals, but also exceeded our business goals and helped advance the global shift towards clean energy.