EV Ride and Drive and Buy Presentation to

EV Ride and Drive– and Buy? Presentation to UCI June 21, 2018

ABOUT REACH STRATEGIES REACH Strategies helps the world’s leading companies, agencies and organizations reach their goals by developing data-driven communications and outreach campaigns. www. reach-strategies. org

ABOUT OUR WORK Market Strategies Developing markets for industries, products, and programs within the alternative energy sector. Applying strategic design & systems based methodologies. Sparking behavior change through engagement marketing & experiential campaigns. Kirk Brown CEO

REACH STRATEGIES—MARKET STRATEGIES Chasm Communicating Across the Chasm INNOVATORS EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY LAGGARDS

REACH STRATEGIES—MARKET STRATEGIES Diffusion of Innovation 100 50 Tipping Point 25 0 INNOVATORS 2. 5% EARLY ADOPTERS EARLY MAJORITY LATE MAJORITY 13. 5% 34% LAGGARDS 34% MARKET SHARE (%) 75

REACH ACROSS AMERICA OR VT MA CT RI NY CA 15% New Vehicles PEVs by 2025 8 state ZEV MOU MD

REACH ACROSS AMERICA VT MA CT RI CA 5 of 8 REACH test drive outreach underway in 5 of 8 EV MOU States

REACH ACROSS AMERICA VT MA CT RI CA 10, 000 Approaching 10, 000 successful test drives across these 5 states

DEEP EXPERIENCE PRODUCING RIDE & DRIVES

CITY DIFFUSION Comprehensive Policy Support Local Promotion Targeted Infrastructure 20% 2015 new electric vehicles Sarat o ga Los Altos 4, 000 New electric vehicle share 15% 1, 000 500 Palo Alto Los Gatos Menlo Park Rest o f California cities Cupertino Top-30 California cities Fremont Mountain View Manhattan Beach San Ramon San Jose Morgan Hill Redwood City Milp it as A lam eda Sunnyvale Pleasanton Santa Monica Danville Mission Viejo Santa Cruz Palos Verdes Oakland Santa Clara Union City San Anselmo Newport Beach Burlingame Campbell Berkeley 10% 5% X X 0% 5 CALIFORNIA AVERAGE U. S. AVERAGE 10 15 Models available 20 25

GO WHERE THE FISH ARE. . .

90% 80% 1 -2 Almost 90%of customers use dealer Web sites or OEM Web sites in the early steps of their decision making journey More than 80% of customers take testdrives during the car buying process, underscoring the continuing strategic importance of dealers The average number of customer visits to dealers before buying a car has dropped from up to 5 to frequently just 1 for some brands in some geographies Innovating Automotive Retail, Mc. Kinsey & Company, 2014 CONSUMER AUTO BUYING HABITS

EXPERIENTIAL MARKETING—RIDE & DRIVES Test Drives Are Experiential Marketing At Their Best!

EXPERIENTIAL MARKETING—RIDE & DRIVES Test Drives Are Experiential Marketing At Their Best! (If done correctly)

U RL TO IRL Ride and Drives Bring Vehicles to People In REAL Life!

WHY EXPERIENTIAL? Digital’s one big disadvantage is its lack of lasting impact – its low “sticky value” in the consumer’s mind. Ride & Drive. What They’re saying. . . Click. Z. com – June 2015 No advertising campaign will get you the kind of credibility that a meaningful experience will. Today’s smartest brands aren’t marketing themselves; they’re championing a purpose. Sparksheet. com 2014 Converse CMO Geoff Cotrill to Advertising Age 2014

EXPERIENTIAL BY THE NUMBERS 98% 81% 80% seeing a product or service marketed through an experiential marketing campaign would make them more inclined to purchase it. consumers exposed to a positive experience will talk it up (bridge to social) attracted by a free sample or other giveaway of all forms of communication, experiential marketing is the most likely to provide the information needed to make informed purchases Event. Track 2015, Experiential Marketing Institute, www. eventmarketer. com Event Marketin Institute, The Viral impact of Events

PICK THE PEV?

PEVS AREN’T JUST CARS, THEY ARE A CATEGORY!

CONVERSION DATA SHOW THAT EXPERIENTIAL CONNECTS PEOPLE TO THE PRODUCT 80% 85% 6% 12% or more have a first time drive experience researched PEV’s online afterwards and 74% discussed with family/friends purchased an EV and 6% leased conversion rate competes with auto shows

THANK YOU GOOGLE!

INGREDIENTS Sponsoring Partner(s) + Category + Effective Location = Successful Event

CAMPAIGN CONCEPTS

STATE ENGAGEMENT State sponsored outreach campaigns Worked with state partners to design and implement campaigns MASSACHUSETTS RHODE ISLAND CONNECTICUT Massachusetts Department of Environmental Protection/Clean Cities Rhode Island Office of Energy Resources/Clean Cities CT Department of Energy and Environmental Protection (DEEP)/Connecticut Automotive Retailers Association, Inc.

UTILITY/COMMUNITY PARTNERSHIP CAMPAIGNS PEV RIWORKPLACE AIGN DEPEV&adoption DRIVE Expanding throughout CAMP Sonoma County using an educational, fun consumer engagement campaign SAN DIEGO GAS & ELECTRIC SONOMA CLEAN POWER Test drive an electric vehicle today to enter to win 1 of 5 Solar Power Banks!

LARGE SCALE CUSTOMER FESTIVALS EV TEST DRIVES STAGE TENT E-BIKES/E-MOTORCYCLES TEST DRIVES EXIT Google Environment Day EXIT ENTRANCE EXIT Participating Vendors DINING / SEATING 38 37 36 39 35 33 28 32 27 31 26 34 EXIT 30 25 29 24 EXIT 23 21 18 20 17 19 16 22 EXIT 14 15 13 12 11 EXIT 8 9 EXIT 6 5 3 2 EVENT EXIT 7 4 GCD POWR 15 Armour Vert 2 Transportation 16 Ohm Connect 3 Geo for Good 17 Freewire 4 NERD 5 Google. org 06 Nest PREPARED FOR: PREPARED BY: Ms. Kate Brandt Lead for Sustainability Google, Inc. 1842 N Shoreline Blvd Mountain View, CA 94043 katebrandt@google. com Kirk Brown REACH Strategies kirk@reach-strategies. org (415) 577 -3561 April 25, 2017 10 1 07 Makani creative 08 Food team brief 09 [e] Team 10 Living Environ. Google Environments Day PEOPLE, PLANET and PURPOSE 1. Background / Overview EVENT ENTRANCE Mountain View 29 Trikke Tech 30 Cycle. Board Technologies 18 EO Products 31 Zero Motorcycles 19 LIFX 32 DGDG 4. Run of Show - Lifestyle Fair Components 20 Harmless Harvest INU The event will feature interlocking exhibition areas on topics 33 including Google’s corporate commitments to sustainability, a symposium area for awards presentations and Ted-like talks, a clean technology marketplace, and an experiential area where a wide range of clean technology like electric 21 Rescape 34 apps. Mitsubishi vehicles, bikes and e-bikes, California waste reducing products and smart will be available for first hand experiences. The symposium area will at a minimum support a Google-wide simulcast of the first- ever Google green awards presentation, though additional Ted-like talks on sustainability may also take place in the same space. The total event experience may include space for up to [XX] 22 Tesla 35 exhibitor Ford internal Google teams/sustainability initiatives/products and up to another 100 outside participants. 23 Alta Motors 36 Toyota SUSTAINABILITY MARKETPLACE Electric Vehicles Bikes/E-Bikes Smart Home Renewable Energy Clean Apps Low-Impact Products 24 Maven 37 Kia 11 Pick 25 Glide Cruisers 12 Schneider Electric 26 Lithium Cycles & Nimble Scooters Google is a global leader in corporate sustainability and clean technology. The brilliance that has long been on display in the searchable web and the cloud is now further reinforced by an unsurpassed corporate commitment to sustainability. That commitment to protect the planet is echoed in personal choices being made by tens of thousands of Googlers in their daily lives. This new era of leadership on sustainability is being enabled by a dazzling array of technology options that are driving new environmental programs across the Google corporate ecosystem; further, they link individuals to a remarkable range of clean and sustainable product choices for their personal lives. 13 Silicon Valley Clean Energy 1 28 City of Google’s corporate commitments range from leading by example in its operations with its move to 100 percent renewable energy to innovative uses for its technology applications to campus initiatives aimed at reducing waste, air pollution, and vehicle use. The sustainability choices available to the Google community are equally impressive - from clean vehicles and electric bikes to smart homes to rooftop solar to a host of new enabling apps. The universe of potential choices and activities related to fostering sustainability are almost impossible to fully comprehend, let alone appreciate. 14 Solutions To help Googlers become more active participants in the growing circular economy surrounding them, Google Mountainview Headquarters will host a consumer lifestyle exhibition to demonstrate how Googlers can use today’s new technology to help create a safer, more prosperous, and cleaner world for themselves, their families, and their communities. The event will provide a powerful platform for highlighting Google’s broader sustainability commitments, recognizing leaders in sustainability at Google and highlighting best in class emerging thinking in the field. REACH STRATEGIES 01 GOOGLE CORPORATE SUSTAINABILITY SHOWCASE ADDITIONAL PROGRAMMING OPTIONS [ Google Team Which Initiatives to Highlight? ] Electric Bus Transport to Event Across Campus Event Stream Across Google System Day-of Google Hangouts for Googlers on Topics of Their Choice Googler Hackathons on Cutting Edge Environmental Issues SUSTAINABILITY SYMPOSIUM Google Green Awards Sustainability Speaker’s Venue Livestream Across. Google 38 e. Motor. Werks 39 Chanje EXPERIENCING SUSTAINABILITY Electric Vehicle Test Drives Bike/e-Bike. Demonstrations Solar Power The Energy Smart/Interactive Home Autonomous Vehicle Circuit 27 Energica Motor Company, Inc. 5. Event Footprint Options RECOMMENDED APPROACH Google Environment Day: A Curated Event Experience The Google team will define participant criteria, showcase look/feel parameters and size thresholds for participant booths (e. g. , small, medium, large, and keystone) that will then become the basis for an invitation and selection process with potential event participants. This approach will help minimize overall event design/development costs while providing a thematically linked, integrated event that will be best suited to achieving Google’s goals. OPTIONAL ELEMENT Google Environment Hack-a-Thon A handful of themes that would lend themselves to the creative problem solving of the Google team could be selected to support a hack-a-thon running during the event where Googlers would aim to provide fresh thinking and new approaches for resolving a real-world sustainability challenge - either related to Google or a broader sustainability issue. REACH STRATEGIES 03

COMPREHENSIVE STAKEHOLDER ENGAGEMENT Engage local stakeholders and develop deep partnerships. • • State Partners Utilities Local EV Groups Local Non-Profits

FOR MORE INFO, CONTACT: Kirk Brown CEO kirk@reach-strategies. org