Vega Awards Platinum Winner Winner

2024

Advancing Transportation Electrification

Entrant Company

Franklin Energy

Category

Digital Marketing (Campaign) - Marketing Effectiveness

Client's Name

Franklin Energy

Country / Region

United States

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.

Credits

Senior Marketing Manager, Franklin Energy
Kristi Longballa
Digital Marketing Manager, Franklin Energy
Ashley Posthuma
Director of Corporate Marketing, Franklin Energy
Jamie Delk
2024
Social Media
Collective Voice | Vega Website Awards 2024 Winner

Entrant Company

Collective Voice

Social Media (Campaign) - Influencer Marketing

Country / Region

United States

2024
Video / Online Video
Digital Minds Group | Vega Website Awards 2024 Winner

Entrant Company

Digital Minds Group

Video / Online Video (Campaign) - Travel / Tourism

Country / Region

Australia

2024
Video / Online Video
Lhamim | Vega Website Awards 2024 Winner

Entrant Company

Lhamim

Video / Online Video (Single) - Documentary - Long Form (>5 mins)

Country / Region

Saudi Arabia

2024
Digital Marketing
Gravity Global | Vega Website Awards 2024 Winner
Embraer Commercial Aviation

Entrant Company

Gravity Global

Digital Marketing (Campaign) - Branded Content

Country / Region

United Kingdom