Sustainability marketing support for ev transport leader eCoach

In a nutshell – marketing sales support for corporate bookings

With the seasonal corporate entertainment season approaching, eCoach founder and ev transport pioneer Julian Ostling reached out for help with the marketing that underpins the company’s sales activity. eCoach are New Zealand’s first and only fully electric luxury coaches for zero-emissions business travel and luxury coach transport. With some funding support from the Regional Business Partner programme, GoodSense worked with Julian to:

• Review current activity
• Map how the different marketing channels worked together
• Make decisions about audience focus and messaging
• Create a LinkedIn strategy
• Coach Julian on LinkedIn implementation
• Review the website sales pages and implement improvements
• Help with using Hubspot

Julian told us he found the work programme with GoodSense game-changing, leaving him well equipped for the key sales season ahead.  Read on for more about how we delivered this marketing support for eCoach >>

What eCoach needed 

As founder Julian Ostling’s second ev transport brand, a sister operation to ev commuter coach business Mahu City Express, eCoach needed marketing support to more clearly define its separate value proposition. The target audience needed clarification, sales messages needed fine tuning, the website needed improvement and a simple, actionable marketing activity programme putting in place.  Having found GoodSense through the Sustainable Business Network, and with our status as registered Regional Business Partner providers, Julian knew he’d found a marketing provider that was strong on sustainability. This meant we shared values but also understood his market.

How GoodSense helped put marketing support for sales in place

GoodSense worked with founder Julian Ostling to identify the priority activities for our work to have the most impact. We reviewed current sales materials, website and LinkedIn activity. We then collaborated with Julian to clarify the target audiences for eCoach corporate bookings.

Once the target audiences were clearly defined we could fine-tune sales and marketing messages to appeal more clearly to them.

We worked with Julian to develop a planned approach to using LinkedIn both as a strategic marketing activity and a sales activity. Once a clear approach was in place and summarised, we delivered a series of coaching meetings to help embed using LinkedIn as business as usual, within the sales and marketing activity at eCoach.

We acknowledge the co-funding support of the Regional Business Partner programme for the capability building elements of this work programme above.

After developing the audience, messaging and activity plan we worked with eCoach to plan quick-win improvements to the website so it would be a more effective sales tool in securing corporate bookings. We developed search engine optimised web copy and implemented the edits to the existing website, using the content management system, on Julian’s behalf.  Along the way we were able to guide eCoach on ways to better integrate Hubspot as their CRM and as part of the marketing activity.

This meant that as eCoach accelerated their LinkedIn marketing activity and sales outreach the website was updated and ready for potential corporate clients researching eCoach as a potential supplier. Clear calls to action on the website made it easy for corporate clients to enquire or put eCoach in place as a supplier.

Within our GoodSense team the programme of marketing support work was undertaken by CMO Gabrielle Pritchard with additional sustainability marketing input from Kath Dewar.

What this has meant for eCoach

eCoach founder Julian Ostling told us he found the whole support programme game-changing. It helped him find focus for the company’s marketing and to build momentum. He told us the programme of LinkedIn activity we developed with him was very do-able and using the platform became easy, rather than a chore. The GoodSense approach of checking back in and confirming action points after coaching meetings worked well and Julian is feeling confident about the growth in revenue the corporate bookings market is delivering for the business. Find out more about eCoach ev zero-emissions luxury transport.

“Working with GoodSense has been really good for us. Gabrielle’s support has been awesome. They understood what we needed to do and got stuck in to make it happen. GoodSense are on the same mission we’re on to grow zero-emissions travel and we’re very happy we chose them.”

Julian Ostling, eCoach founder and CEO

To talk about getting stronger marketing suppport in place for your sustainability business sales, please get in touch.