Marketing and Recognition

Branding and Marketing
Strategy
SmartWay Transport Partnership
Public Recognition
•
The SmartWay Partner Mark
–
The EPA SmartWay logo is a mark of cleaner
and fuel-efficient transportation
–
Like ENERGY STAR, the SmartWay Transport
Partner logo identifies the Partner as a
responsible corporate citizen and
environmental steward
The SmartWay Truck
A SmartWay Truck is 20 to 25% more efficient than an
average truck on the road today.
How does the Partnership
currently work?

Trucking companies join the
partnership and agree to:



improve fuel efficiency
reduce emissions.
Carriers can integrate cost
saving, fuel efficient
technology and strategies
into their fleet:










Idle Reduction
Improved Aerodynamics
Improved Freight Logistics
Automatic Tire
Inflation Systems
Driver Training
Renewable Fuels
Advanced Lubricants
Advanced Power-train
Technologies
Shipping companies join the
partnership and agree to:



ship 50% or more of their
product on SmartWay trucking
partners
improve their shipping
operations
Shippers can modify their
facilities to improve efficiency
and reduce emissions:





Inter-modal Shipping
Pick-up and Delivery
Scheduling
Full Truck Loads
Preferential Docking
Warehouse Improvements
Electric Forklifts
Driver Comfort Stations

Idle-Reduction at Docks


Strategic Marketing & Recognition
Chrome
Shop
Mafia
Creating Brand Identity
 SmartWay Industry Campaign Purpose:
 Raise freight industry awareness
 Create industry interest
 Invite industry participation
 SmartWay Campaign Messages:
 Partners save money
 Partners save fuel
 Partners help protect the environment
 Why “Product on Wheels” campaign?
 Iconic: Wheels represent transportation industry
 Eye-catching & Memorable:
 Versatility: both for any size advertisement, and any product
Advertising - Carriers
Advertising – Shippers
Advertising – Logistics & Affiliates
SmartWay Partners with
Chrome Shop Mafia
 4 State Trucks …
aka Chrome Shop Mafia
 SmartWay Affiliate
 promotes/sells
SmartWay Upgrade Kits
 SmartWay featured on
“Trick My Truck”
 Show on Country Music
Television channel
 Print PSA
 Video PSA
 Radio PSA
 under development
Partner Recognition
PSAs
SmartWay PSA Campaign Results
 By 2007 The freight industry showed statistically significant
increases on key SmartWay Brand metrics
 Aided awareness for the SmartWay Transport Partnership has increased
146% since its inception in 2005
 13% in 2005
 19% in 2006
 32% in 2007
 Familiarity with the program has increased 190% since 2005




11% in2005
18% in 2006
32% in 2007
The proportion who are “very familiar” has tripled since the beginning of the program
(2% in 2005 vs. 6% in 2007).
 Advertising awareness has increased
 41% in 2007 (report seeing at least one ad)
 32% in 2006
 Favorability toward the program is up 71% since program inception
 60% in 2007
 52% in 2006
 35% in 2005
 Active participation and likelihood to participate are both up
 8% currently participate vs. 3% in 2005 and 5% in 2006
 44% are likely to participate (as compared to 28% in 2006 and 24% in 2005.)
SmartWay Partner Growth
SmartWay Partner Growth
1000
900
800
700
600
500
Partners
400
300
200
100
0
1 Feb ’04
2 2004
3
2005
Year
42006
5
2007
6
2008
Expanding the Brand
 SmartWay brand
awareness campaign
 Purpose: Make
SmartWay a household
name
 Target Audience:
Consumers and general
public
 Help Consumers identify
energy efficient
transportation
 Promote the Green
Vehicle Guide
 www.epa.gov/smartway
SmartWay
 Launch July 2008
SmartWay Vehicle Brand Thresholds
PSA Campaign Materials
Multi-media: TV, Radio, Print
SmartWay Brand Consumer
Marketing
 The public is seeing and hearing the new
SmartWay Leaf campaign.
 Media value garnered so far > $6 million.
 Initial PSA has a heavy focus on passenger vehicles
 SmartWay logo in advertising by Subaru, Ford,
Chrysler, Mazda
 Nissan, Honda and Toyota have expressed interest in
using logo in their advertising.
 Promotional tool kit for Autos under development
 Cars.com and Edmunds will include SmartWay
information
 Print PSA will run in Newsweek, Time, US News and
Sports Illustrated – Oct 2008
NASCAR/SmartWay Chevy “Rock and
Roll” Vehicle Display
http://www.epa.gov/smartway
PLAY VIDEO HERE