“Your World. Within Reach.” Confidence Campaign

A full-funnel campaign proposal positioning EZO as the infrastructure of confidence behind Ireland's EV transition.

Context

EZO runs public EV charging sites across Ireland. I wrote this marketing brief and campaign proposal (September 2026) for its expansion, covering both drivers and business partners.

Objective

Remove the reasons people hesitate to use EV charging, turning first charges into habits for drivers and turning interest into commercial partnerships for fleets and site hosts.

My contribution

I created the whole proposal: consumer insights and personas, messaging, channel plan, CRM journeys and an AI answer-engine (AEO) visibility strategy.

Approach

— Four personas: Niamh the new EV driver, Evan the convenience optimiser, Ciaran the fleet manager and Helen the destination host
— Master line “Your World. Within Reach.” built on three pillars: certainty, control and value, with a tailored promise for each segment
— Channel plan with 10 locations as 10 local launches: Meta and Instagram, Google Search and Maps, on-site QR, LinkedIn, OOH/DOOH and events
— CRM loops in HubSpot for drivers (first charge, repeat, refer) and businesses (lead, MQL, SQL, partner) with lead-score sales handoffs
— 30-day AEO plan to grow EZO's presence in AI answers through cost guides, third-party coverage and weekly prompt tracking

Outcomes & learnings

Delivered a complete campaign proposal connecting emotional reassurance for drivers with proof-led value for businesses. The campaign has not yet been run, so there are no measured results.

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