NSW Government – Electric vehicle contentto drive consumer behaviour change
NSW is in the early stages of shifting toward Battery Electric Vehicles. The Department of Planning and Environment (DPE) asked Future Focus to pull together a communications strategy to address consumer information needs at each stage of the decision-making process.
After auditing other leading jurisdictions on EVs, the information collected was analysed and mapped against the consumer's purchase pathway – from initial awareness through consideration to intent. At each stage, we looked at the barriers to uptake and the information needed to overcome them.
Our final strategy included content recommendations (presented in a simple 'content on a page' plan) showcasing the flow of content and which department the content should sit within. We created content cards that provided recommendations on how content could be improved – from graphic support, illustrations, infographics or rewriting content in a more straightforward form. These cards acted as mini design briefs for any departments developing future content.
Capabilities:
Content Planning and Project Management
Customer Experience Mapping
Communication Guidelines
