SmartCharge Rewards | Brand & Digital

In a market increasingly driven by the need for sustainable energy solutions, FleetCarma faced the challenge of creating a dedicated consumer brand for electric vehicle (EV) drivers. The goal was to launch SmartCharge Rewards®—a brand that not only encouraged EV adoption but also provided tangible rewards for environmentally responsible driving behaviors. This initiative required a comprehensive brand hierarchy creation, website development, and the successful migration of FleetCarma’s most important customer, ConEd.

Note: This project completed as an employee of FleetCarma, not as KARTE Marketing.

The Core Challenge:

FleetCarma’s primary challenge was two-fold:

• Creating a Distinct Consumer Brand: SmartCharge Rewards needed to stand out as a dedicated brand appealing directly to EV drivers, separate from FleetCarma’s B2B identity.
• Seamless Migration: Ensuring a smooth transition of the existing customer base, including major clients like ConEd, to the new brand without disrupting ongoing programs.

Services Provided:

Our journey began with a thorough discovery process, including detailed market research and strategic planning sessions. By understanding the competitive landscape and the preferences of EV drivers, we formulated a clear marketing roadmap. This strategy was implemented in several phases to ensure a smooth transition and effective brand establishment.

• Brand Hierarchy Creation: We started by defining the brand hierarchy. SmartCharge Rewards needed to be clearly positioned under the umbrella of FleetCarma’s parent company, Geotab, while establishing its own identity as a consumer-centric brand. This involved creating a brand architecture that aligned with Geotab’s overall strategy and supported future product expansions.
• Website Development: The next step was developing a dedicated website for SmartCharge Rewards. This site needed to cater specifically to EV drivers, providing an intuitive and engaging user experience. We designed the website to be accessible and compliant with AODA/WCAG 2.1 standards, ensuring it met the needs of all users.
• Migration of ConEd: A critical aspect of the project was migrating ConEd, FleetCarma’s most significant customer, to the new SmartCharge Rewards platform. This included updating program signup pages, migrating program instances, and redirecting support emails and URLs to reflect the new branding.

Strategic Approach:

Given the complex nature of the project, our approach focused on several key areas:

1. Targeted Marketing: We emphasized the importance of appealing directly to EV drivers. This involved creating a marketing strategy that highlighted the unique benefits of SmartCharge Rewards, such as incentivizing eco-friendly driving behaviors.
2. Brand Development: We crafted a strong brand identity that resonated with the target audience. The visual identity of SmartCharge Rewards drew inspiration from clean energy and innovation, using a color palette and design elements that conveyed sustainability and reliability.
3. Seamless Transition: Ensuring a smooth transition for existing customers was paramount. We implemented a detailed migration plan that included clear communication with participants, updated program materials, and comprehensive support during the transition period.

Implementation Details

• Website Migration: We systematically migrated program signup pages and instances from FleetCarma’s domain to the new SmartCharge Rewards site. This involved updating URLs, redirecting emails, and ensuring that all content was aligned with the new brand’s visual and messaging standards.
• Participant Communication: To maintain participant engagement and satisfaction, we communicated all changes clearly and effectively. FAQs and support resources were provided to address common questions and ensure a seamless user experience during the transition.

Outcome

The launch of SmartCharge Rewards was a resounding success. The new brand resonated deeply with EV drivers, fostering a sense of community and shared purpose. By focusing on rewarding eco-friendly behaviors, SmartCharge Rewards enhanced the benefits of driving an electric vehicle and encouraged greater participation in sustainable practices.

Impact:

• Improved Brand Positioning: SmartCharge Rewards established itself as a leading consumer brand for EV drivers, enhancing its appeal and market presence.
• Seamless Migration: The transition of ConEd and other existing customers to the new platform was smooth, with no disruption to ongoing programs.
• Increased Engagement: The dedicated website and targeted marketing efforts led to higher participant engagement and satisfaction.

Conclusion

The successful launch and migration of SmartCharge Rewards illustrate the power of targeted branding and strategic marketing. By understanding the unique needs of EV drivers and aligning the brand’s messaging and identity accordingly, FleetCarma was able to create a compelling and effective consumer brand. This project underscores the importance of a well-planned and executed brand transition in achieving market success.