Attachment 1 - Natural Resources Canada’s ZEV Awareness Initiative Project Proposal Outline

Natural Resources Canada’s Zero-Emission Vehicle Awareness Initiative Project Proposal Outline

INTERNAL DRAFT FOR DISCUSSION – July 8, 2021

In response to Natural Resources Canada’s call for project proposals for their Zero Emission Vehicle Awareness Initiative (ZEVAI), the Capital Regional District (CRD) is partnering with several municipalities in the capital region to put forward an application for funding. The Call for Proposals seeks applications for new and innovative projects that will increase awareness of zero-emission vehicles (ZEVs) and ZEV technologies. The CRD proposes to apply to the category of funding ranging from a minimum of $100,000 to a maximum of $300,000 for projects starting before March 31, 2022 and completing by March 31, 2023.

This project will increase knowledge of the advantages of electric vehicle (EV) and electric bicycle (e-bike) ownership in the capital region by increasing general awareness of EVs and e-bikes, including how they operate, how charging works, how they are becoming more prevalent and affordable, and addressing the perceived barriers their adoption. The objective is to encourage prospective car buyers to acquire an EV as their next vehicle to displace internal combustion engine (ICE) vehicles and e-bikes, where possible. We are proposing several ways to engage a variety of audiences, using a number of communication methods and different styles of outreach events.

Our application will outline two stages of the project, the development of a marketing and outreach package and the program delivery.

Target audiences

The program delivery will consist of three types of outreach that will target the following audiences:

• Members of the public
  • potential EV owners
  • potential e-bike owners
• Strata owners and corporations who want to learn about EVs and installation of EV charging infrastructure
• Trades practitioners
  • Electricians who want to learn about EV charger infrastructure installation
  • Automotive mechanics who want to learn about EV maintenance

To reach these different audiences, the project will deliver three phases of outreach and events targeted at these key sectors. The majority of the focus will be on in-person, hands on test and drive/ride events for public outreach, complimented by targeted presentations to stratas and tradespeople to increase awareness and build capacity.

Outreach events

1. Public Focus: In-person outreach + ride and drive events

These events will inform and give confidence to prospective EV owners in the capital region, through hands on engagement with EV technologies. A mobile demonstration unit, consisting of a variety of display materials, at least two EVs as well as a portable charging station, for members of the public to learn how EV charging works. The display and materials will communicate benefits of EV ownership, the expanding EV charging network, and answer questions or myth-bust about EVs. The display will also include e-bikes where possible.

The program will host ride and drive events in collaboration with partner organizations (including municipalities, EV clubs, dealerships, Emotive) who have experience holding this type of events.

They will take advantage of crowds drawn by existing festivals and events. CRD will make every effort to be regionally distributed and accommodate traditionally underserved locations.

2. Strata Focus: Presentations & planning support

One barrier to EV ownership is access to at home charging, especially in apartments or Multi-Unit Residential Buildings (MURBs). This phase of outreach is intended to connect with strata corporations and present on the benefits of installing EV chargers on their properties and help them access resources (e.g. relevant bylaws and policies in their municipality, a video on the MURB retrofit process).

The CRD would build upon existing strata-focused materials available through PlugInBC and MetroVancouver, to develop regional-specific resources and connect directly with strata councils via in-person and virtual planning sessions that would provide an overview of benefits and best practices, barriers, opportunities and resources and walk participants through and initial planning session to determine roles, timelines and next steps for that particular building to support EV charging in the near and mid-term timeframe. It is envisioned that this would provide a template and model for continuation beyond the grant cycle, and replication by other jurisdictions.

These presentations could be accompanied by the facilitation of a network for MURB and strata owners to share experiences and solutions (example, third party portal or event, TBD).

3. Trades Focus: Capacity building events

These hands-on events will be conducted to increase awareness and build capacity with electricians and automotive mechanics who want to learn about EV maintenance and EV charging infrastructure. CRD intends to the Camosun EV mechanics program to understand program and partnership opportunities.

Marketing package

To promote and facilitate the outreach events, the CRD will contract an experienced marketing consultant to develop a package that can be used throughout the project and beyond. Elements of the marketing package could include:

• audience research to create effective marketing materials
• outreach and engagement plan
• collateral
  • brochures, posters, and other materials to be used in program promotion and delivery
  • fact sheets to address myths about EVs
  • event displays and presentations
• advertisements
• social media engagement plan and posts
• informative videos (e.g. EV ready MURB video, testimonial videos for EVs and e-bikes)
• system for data collection at outreach events to collect feedback on program audiences and outcomes

Potential partners

We have identified a number of potential partners that could assist in delivery of the program:

• Camosun College EV maintenance program
• Victoria EV Club
• Transition Salt Spring
• Community Energy Association
• Vancouver Island Strata Owners Associations (VISOA)
• Car dealerships
• Automobile repair shops
• Municipalities and First Nations

Staffing

Program delivery would require hiring staff during the summer months to carry out the public outreach events.

• Public test and drive events – two students, full time during the summer months (May to August), with reduced hours on either side in April and September
• Strata presentations – one contractor to liaise with and present to strata corporations
• Trades events – one contractor to liaise with and host events for trades practitioners

The CRD proposes two options to fulfill staffing needs for the program.

• Hire and contract directly through the CRD
• Partner with an organization who can hire and train staff to carry out the program

Timeline

• April 1 2022- Early summer 2022
  • Develop marketing package
  • Organize and plan test and drive events
  • Hire and train staff
• Summer 2022
  • Hold test and drive events targeted at the public
• Fall 2022
  • Engage and host events for trades practitioners
• Fall 2022 – March 31, 2023
  • Develop materials
  • Engage and present to strata corporations

Preliminary budget

Up to 75% NRcan program grant, 25% CRD and program partners

Project budget DRAFT estimates