Lead The Charge: EV Charging Infrastructure Campaign
We designed and executed a $70K multichannel marketing campaign to promote MMDA's $3 million EV charging infrastructure grant program, driving applications from businesses across Manitoba with a focus on Northern and rural communities.
The Manitoba Motor Dealers Association (MMDA) secured $3 million in federal funding through NRCan to expand electric vehicle charging infrastructure across Manitoba. The program offered rebate funding to businesses that installed new EV chargers, but only if they applied.
The challenge: reach retail businesses across the entire province, including Northern and rural areas with limited digital adoption, and convince them to apply for a grant program in a category (EV infrastructure) still unfamiliar to many Manitoba business owners. All within a 3-month window from August to October 2023.
Drive grant applications from Manitoba businesses to participate in the Lead The Charge program, increasing access and availability of EV charging stations where people live, work, and play across the province.
The messaging strategy was built around camaraderie and shared purpose: innovative, informative, and approachable, embodying the spirit of "Together, we can lead the charge."
Multichannel campaign across digital and traditional media
We deployed a full multichannel strategy targeting retail businesses across Manitoba, combining digital advertising, traditional broadcast, outdoor media, PR, and partner collaboration to maximize reach across urban and rural communities.
Digital Advertising
Targeted campaigns across Google (Performance Max), Facebook, Instagram, LinkedIn, Twitter, and YouTube, each channel optimized for specific objectives from awareness to website traffic.
TV & Radio
15-second TV commercial on CTV and 30-second radio spots on Virgin and Bounce, reaching broad provincial audiences beyond digital channels.
Outdoor & Transit
Billboards in Winnipeg and Brandon plus transit advertising on buses and shelters, capturing daily commuters with QR codes driving directly to the application landing page.
PR & Media
Province-wide press release distribution announcing the program launch, generating media coverage and awareness among potential applicants across Manitoba.
Partner Collaboration
Partnered with local organizations to insert program information into their newsletters, broadening reach beyond our own channels and engaging established business communities.
Landing Page & Tracking
Custom landing page built on WordPress with Jotform integration, UTM tracking links across all channels, and QR codes on physical media, creating a single conversion funnel with full attribution.
What we produced
$70K allocated across 10 channels
Detailed channel results
YouTube
~$6,200 allocatedGoogle (Performance Max)
$5,190 spentFacebook & Instagram
59-day campaignWhat the campaign delivered
Province-wide awareness achieved
4.1M+ total impressions across digital and traditional channels, reaching businesses across urban and rural Manitoba simultaneously.
Budget efficiency at 80% spend
Delivered full campaign objectives while spending only 80% of the allocated $70K budget, demonstrating disciplined media buying and optimization.
Video drove strongest engagement
YouTube delivered 246.6K views and 2.4K hours of watch time. Twitter video ads achieved a 33% view rate at $0.01 per view, the most cost-efficient channel.
18,000+ clicks to application page
Combined digital channels drove over 18K clicks to the grant application landing page, with Facebook delivering the lowest CPC at $0.37.
Rural and Northern reach via outdoor
$22K outdoor investment in billboards and transit across Winnipeg and Brandon, the largest single channel investment, extended reach beyond digital audiences.
Full-funnel attribution implemented
QR codes, UTM links, and form analytics provided end-to-end tracking from impression to application, enabling real-time optimization across all channels.
What we'd do differently
Video outperformed across channels
YouTube and Twitter video ads consistently delivered the strongest engagement and cost efficiency. Future campaigns should allocate more budget to video-first formats, particularly for awareness objectives.
Facebook delivered lowest acquisition cost
With CPCs as low as $0.37 and 11.6K total clicks, Facebook/Instagram proved the most efficient for driving traffic. Recommend increasing Meta allocation in future campaigns.
LinkedIn CPCs were highest
At $16.30 CPC with only 175 clicks, LinkedIn delivered the weakest cost efficiency. Consider whether the professional targeting justifies the premium for grant marketing specifically.
Landing page optimization needed earlier
Monitoring at launch revealed opportunities to improve the landing page and form experience. Future campaigns should include pre-launch testing and conversion rate optimization before ad spend begins.
Campaign creative
Tools and platforms used
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