Published December 2018

S M A R T C O L U M B U S

IGNITE ACTION FUNDElectrification Impact Report

Private Sector EngagementThe City of Columbus and the Columbus Partnership won a $10 million grant from the

Paul G. Allen Philanthropies with the goal of building a scalable playbook to replace

carbon-based fuel consumption through decarbonization and electrification.

2IGNITE ACTION FUND 2018 IMPACT REPORT |

P R O G R A M C O N T E X T

These two massive shifts are critical for combatting climate change, maintaining a high quality of life for central

Ohio residents, and bolstering competitiveness for talent and business attraction and retainment. The Columbus

Region is projected to grow by 1 million residents by 2050 and EVs along with substantial efforts to drive less, will

help ensure this growth doesn’t jeopardize our high air quality and public health.

One of the main priorities of this funding is to increase consumer EV adoption to 1.8% of all new light-duty vehicle

registrations by Q1 2020, from a baseline of 0.37% in 2015. This shift represents almost a 500% increase over three

years — a very bold vision. To achieve these aggressive goals, Smart Columbus is implementing a suite of highly

strategic interventions focused on guiding drivers through the customer journey from awareness to consideration,

and then purchase. These interventions are rooted in a unique theory of change.

Smart Columbus has a hypothesis that we can influence the way our community moves by influencing the way our

community gets to work. The approach of driving consumer adoption through large employers at a local level is

unique to the Smart Columbus program and a new model for driving adoption across the country. The Smart

Columbus Acceleration Partners Program is a forum for engaging the local private sector to help Smart Columbus

achieve these goals. It also serves as a platform for the private sector to support smart mobility projects where

they have expertise or particular relevance. Partner companies select someone to serve as a Mobility Ambassador

for the company, this person is an empowered project manager responsible for leading internal workplace

campaigns focused on education and new mobility benefits. Ambassadors are provided free expert technical

assistance on how to achieve these goals. Through the IAF, they also are eligible for financial assistance.

ACCELERATION PARTNER COMPANIES

48MOBILITY

AMBASSADORS

393.28.2018 MOBILITY AMBASSADORS

The Smart Columbus ‘Ignite Action Fund’ (IAF) is a tool for Acceleration Partner program companies to fund new

incentives and/or projects that motivate respective company associates to drive electric and/or drive less. The

purpose of the fund is to accelerate the timeline for launching new mobility benefits by reducing a barrier- cost.

The IAF aims to empower individual companies to take ownership of their contribution to achieving the goals of

Smart Columbus and create a portfolio of best practices across multiple companies that can be shared with other

cities, NGOs and employers. Organizations who are part of the Smart Columbus Acceleration Partner Program with

an active Executive Sponsor and Mobility Ambassador are eligible to receive funding. Funding must go towards

associates in the Central Ohio 7-county region, to align with the Smart Columbus project area.

The Acceleration Partner Program and the first round of IAF funding model was inclusive to both drive electric and

drive less projects. Electrification projects were generously funded by Paul G. Allen Philanthropies while ‘drive less’

projects were funded through the Smart Columbus Acceleration Fund. The Acceleration Fund is made up of

contributions from private sector partners. By 2020, the goal is to award 20 companies funding through the IAF.

The focus of this report is on IAF projects focused on electrification only.

A Tool to Ignite Action

3IGNITE ACTION FUND 2018 IMPACT REPORT |

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CONSUMER ADOPTION FUNDING FOCUSAcceleration Partners could request funding for up to $15,000 in a dollar-for-dollar match against their spend for EV purchase or lease rebate programs. Funds cannot be used for direct company vehicle and equipment purchases. Funding was also awarded for e-bike rebates upon request from a partner, but this isn’t the program priority. Funding is distributed to partners on a reimbursement basis after a final report and documentation requirements are met.

Starting with Round 2, applications are reviewed on a rolling basis by a committee made up of the Columbus Partnership, City of Columbus, and the Electrification Coalition. In Round 1 there was a set deadline and the Smart Columbus team learned this delayed innovation.

PARTICIPATION REQUIREMENTSFull application requirements are listed in the ‘funding request guidance’ document available in the Appendix. All awardees commit to the following, prior to receiving reimbursement:

1. Provide a monthly project update:

• Describe lessons learned and the number of

rebate requests received to date.

2. Share project details at Smart Columbus events.

3. Contribute to the Smart Columbus Playbook:

• Summarize learnings, KPIs, and survey data in a final report submitted to Smart Columbus. Survey questions are listed in the Appendix.

• Provide at least three project artifacts for public distribution (i.e. fliers or planning documents).

• Participate in story telling efforts by way of blog, article, video, or other medium.

Program Management

• Hosted Round 1 kick-off meeting with all awardees to review requirements and provide communications training.

• Launched Round 2 with rolling funding focused on electrification projects only 9/1.

• Received 10 applications from 9 companies before the deadline of 6/29.

• Review committee evaluated and ranked applications.

• All applicants were notified of funding decision by 7/30.

• Launched IAF Round 1 including solo commuting reduction and electrification funding at the first Mobility Ambassador meeting 3/28.

• The Smart Columbus Mobility Adoption Manager coached a pool of 15 partners on project design and application details.

MAR -MAY

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JUNE - JULY

AUG - SEPT

• AEP/AEP Ohio applied for Round 2 funding in October and rewarded all 15 EV rebates before the end of November.

• Alliance Data submitted their EV Rebate final report in October, marking the first complete IAF project.

OCT -DEC

The IAF program evolved since launch in March 2018. There have been two rounds of funding, with 1-2 additional rounds planned for 2019. The timing of each ‘round’ is designed to accelerate project execution. The Smart Columbus Mobility Adoption Manager works with awarded partner companies to further define project timelines, goals, and KPIs. Four Round 1 project award letters were finalized in August, while the remaining projects required more time to fully articulate. All the remaining projects were focused on reducing solo commuting as compared to electrification. Overall, IAF awardee experience navigating large employers suggest EV rebates required less work and internal review, leading to faster execution than ‘drive less’ initiatives.

• Receive the second EV Rebate final report, building the case for other companies to invest in similar projects.

• Launch Round 3 with funding awarded on a rolling basis for both ‘drive less’ and ‘drive electric’ projects.

JAN - FEB

• Launch Round 3 projects informed by the learnings of previous IAF pilots and Smart Columbus supported projects across the community.

• Compile learnings from Round 1 and 2 into actionable Playbook stories.

MAY - JUNE

• Complete all Round 1 reimbursable projects by 3/29.

• Receive final reports due 4/24.

• Coach partners on successful project design and execution.

MAR - APRIL

By the Numbers

ELECTRIFICATION PROJECTS AWARDED6

$25.9 k

ELECTRIFICATION FUNDING AWARDED

5

COMPANIES AWARDED ELECTRIFICATION FUNDING

EV LEASE/ PURCHASE REBATE PROJECT

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4HOME CHARGING STATION REBATE 1COMMUTER E-BIKE REBATE PROJECT1

$1k-2.5 k

$200

$125

PER VEHICLE

PER CHARGING STATION

PER E-BIKE

Electrification projects awarded funding since the IAF program launched in March 2018 are detailed below.

AWARDED ELECTRIFICATION PROJECTS

I G N I T E A C T I O N F U N D

These projects are either fully or half-way complete.

The Columbus Partnership matching rebate was

approved in 2018 and will go live in 2019.

1. Alliance Data

2. AEP & AEP Ohio

3. The Columbus Zoo

Alliance Data is a leading the region’s large employers with their holistic approach to ‘driving less’ and ‘driving electric’. They were an early adopter of workplace charging, with over 20 stations at one complex. In Alliance Data launched a $2,000 (post-tax) EV purchase/ lease rebate for all associates in the 7-county region and a $1,000 (post-tax) rebate enterprise-wide. The program launched in late July 2018 and all rebates were claimed by mid-September. Their internal team leading this program included representatives from HR, event planning, communications, and philanthropy.

To raise excitement about the EV rebate, Alliance Data launched the following communication tactics: • Hosted a Ride & Drive Roadshow event and an EV 101 lunch and learn with the Smart Columbus team right before

announcing the program to create a buzz around going electric. • Alliance Data proactively listed a program overview, additional utility charging station rebate programs, and FAQs on their

intranet including programmatic details like the method of rebate distribution (i.e. via paycheck Sept. 14th) and proof of purchase requirements (a proof of purchase letter from the dealership). Midway through the program, the team realized they should have added a FAQ clarifying e-bikes and scooters were not eligible, as they received a few questions about this.

• Promotional fliers were distributed throughout their Central Ohio buildings

The Alliance Data EV rebate pilot was a success and supported then early adopter hypothesis that many people buying/ leasing EVs have higher education and make at least $100k a year. Over 41% of rebate participants earned a graduate degree and an additional 23.5% earned a 4 year college degree. Over 58% of participants made more than $100k a year. 59% were male and 59% drove 11-30 miles a day roundtrip. Only 24% of participants drove 31-50 miles a day.

A diverse range of vehicles were purchased including 4 Tesla Model 3s, 3 Toyota Prius Primes, 2 Chevy Bolts, 2 Ford Fusion Energis, 2 Nissan LEAFs, 1 Mitsubishi Outlander, and 1 Tesla Model X. Quotes from the local new owners are included below. Alliance also provided a rebate (not supported by IAF dollars) to two associates outside the region. With these two rebates and the decision to cover taxes for each rebate, Alliance spent $38,600 on the program and the IAF contributed $15,000.

“I would just like to thank you all for this opportunity. My wife and I love our new vehicle.”

- New EV Owner

ALLIANCE DATA SYSTEMS EV REBATEOVERVIEW

PROGRAM DESIGN

OUTCOMES

A W A R D E D P R O J E C T S

$2k PER ELECTRIC VEHICLE 15/15

REBATE DETAILS

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SMART COLUMBUS RESOURCES DRIVING PURCHASES

17%BUYER’S GUIDE

33%RIDE & DRIVE

33%WEBSITE

41% BOUGHT/LEASED WITHIN THE NEXT YEAR BECAUSE OF ALLIANCE DATA’S REBATE

“love it. The Smart Columbus program brought the tax incentives to my attention, allowed me to test drive without the hassle of going to the dealer, and the ADS incentive triggered the decision to buy.”

- New EV Owner

“I changed from a PHEV to an BEV based heavily on the information received from smart Columbus as well as the ride and drive event. I was prepared to purchase another PHEV, but this program convinced me to go full electric only.”

- New BEV Owner

REDEEMED

American Electric Power (AEP) Ohio is a foundational partner of the Smart Columbus initiative and electrification leader. Their team offered a $2,000 pre-tax rebate for AEP Ohio and AEP associates living in the 7-county region that purchased or leased an EV between October 28th and December 31, 2018. AEP Ohio utilized Alliance Data lessons learned and the same internal HR tracking process to execute their program on an accelerated timeline.

• This pilot program kicked off right after the AEP Ohio Ride & Drive event with strong support from AEP Ohio leadership. • The program was promoted across multiple internal mediums to both AEP Ohio and AEP associates.

All 15 rebates were claimed in less than a month- a new record for Central Ohio. Additional best practices, quotes, and specific outcomes will be shared in 2019 once the final report is received.

AEP & AEP OHIO EV REBATEOVERVIEW

PROGRAM DESIGN

OUTCOMES

$2k PER ELECTRIC VEHICLE 15/15

A W A R D E D P R O J E C T S

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“Thanks again to AEP Ohio and Smart Columbus for the program.   It was just the little nudge I needed.”

- New EV Owner

REBATE DETAILS REDEEMED

The Columbus Zoo and Aquarium has made rapid progress on Smart Columbus Acceleration Partner commitments including installing five single-port EV charging stations and purchasing a PHEV Chrysler Pacifica for educational activities. A core driver of the fast-pace of change they have achieved is the strong alignment of Smart Columbus efforts with their mission. Climate change and environmental degradation directly impacts animal (and human) habitat and health outcomes. Since transportation is the major contributor to greenhouse gas emissions locally and globally, and the majority of their 300 person staff drives alone to work, the Columbus Zoo launched a program called ‘Green Drive’ in collaboration with the Smart Columbus program. The program launched in early September 2018 during ‘National Drive Electric Week’ and holistically addresses both driving less and driving electric, however, this report will unpack the electrification components only. The pilot programs will conclude after March 2019.

This Columbus Zoo launched rebates for 8 new or used EV purchases/ leases ($1,000 per vehicle), 4 Level 2 (240 V) home charging station installation/purchases ($200), and a commuting e-bike. The team leading this program include their Sustainability Director, HR Coordinator, and Senior VP of Operations/Sustainability. To raise excitement about the rebate opportunities, they hosted the following:

• This six month pilot program named Green Drive launched in September 2018 during “Drive Electric Week”. The program kick-off event included guest speakers from the local non-profit Clean Fuels Ohio and Smart Columbus along with a test drive opportunity with fleet and staff-owned EVs.

• The President and CEO of the Columbus Zoo has been a vocal supporter of electrification , as a PHEV owner himself. • The second lunch and learn focused on EVs was hosted in December. A partner from the Electrification Coalition shared EV

101 content with 35 attendees. • As staff go electric, the program team share testimonials on the intranet (Yammer)- an example is included below. • Rebate opportunities are included in new hire information. • To sustain engagement and encourage staff to visit the Experience Center where additional EV education and test drives

are available, the Columbus Zoo launched a $25 gift card raffle opportunity for those who show HR a selfie from the Center.

This pilot will help the Zoo and other employers understand what makes for an effective rebate offering. This program will conclude in March 2019.

“My Chevy Cobalt began to have some issues that were going to require costly repairs. Around the same time, we had been discussing the possibility of the Conservation Education and Engagement Department getting a new plug-in hybrid vehicle (PHEV). I hadn't heard of a PHEV before, I thought hybrids were just more fuel efficient vehicles that used gas.

I bought my 2015 Chevy Volt because it had a slightly larger battery than previous models, it still had 5 years left on the warranty for the battery, and it was drastically cheaper than any 2016 model available.

Since my purchase I have been able to get to and from work with about 5 miles to spare (approximately 45 mile range), just enough to run a quick errand if need. I plug in every night and my electric bill has only increased about $30 each month, far less than $80+ I was paying for gas. I have only filled up my gas tank 3 times since April and each time was for a longer trip to visit family. It gets about 45 mpg when using gas. The oil needs changed far less often due to the electric motor and thanks to regenerative braking, it experiences less wear on the brakes. I'm saving a significant amount of money and making less of an impact on the environment. My next purchase will be a full electric vehicle and I'm not turning back!"

- Manager of Curriculum Development and Implementation

THE COLUMBUS ZOO GREEN DRIVEOVERVIEW

PROGRAM DESIGN

OUTCOMES

$1k

$200

$125

PER ELECTRIC VEHICLE

PER CHARGING STATION

PER ELECTRIC BICYCLE

4/8

0/8

0/8

A W A R D E D P R O J E C T S

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REBATE DETAILS REDEEMED

Looking to 2019, the IAF will continue to support EV rebate programs at partner companies due to proven impact to

drive consumer adoption. To further measure the degree to which rebates are driving adoption that would not have

happened without additional financial support, a larger dataset will be collected in 2018. Also, further testing of the EV

rebate as a tool to accelerate adoption will inform detailed Playbook articles which will help others considering this

type of project. This analysis will inform current thinking on EV rebates locally and nationally.

2019 Electrification Investment

W H A T ’ S N E X T

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2019 GOALS

20

COMPANIES AWARDED IGNITE FUNDING

10

COMPANIES AWARDED ELECTRIFICATION FUNDING

Not sure what else to add here that’s valuable for this brief recap/look at what’s next

The Appendix includes the following:

1. Round 2 Funding Guidance

2. Template Reimbursement Form

3. Survey Questions

APPENDIX

I G N I T E A C T I O N F U N D

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Funding Guidance Document PAGE 1/3 *Note: The first round of Ignite Action Funding had another funding guidance document and application process. These aspects were changed in Round 2 for efficiency and a narrowed focus on electrification only.

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Funding Guidance Document PAGE 2/3

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Funding Guidance Document PAGE 3/3

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Template Reimbursement FormThis form is submitted for each partner halfway through the project and upon completion.

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Associate Survey QuestionsAll partners receiving funding for EV purchase/ lease EV rebates are required to ask associates the following questions. Anonymized results are required to be shared with Smart Columbus as part of the final report. Demographic questions were designed to align with early adopter research.

•What is the highest degree of education you completed? •Less than high school

•High school graduate

•Technical school or some college

•2 year college degree

•4 year college degree

•Graduate school (Master’s or Doctorate)

•What was your annual household income in 2017 before taxes?

•Less than $50,000

•$50,000 to $100,000

•$100,000 or more

•Prefer not to answer

•Gender?

a.    Female b.    Male c.    Other (free form answer) d.    Prefer not to disclose

•Zip code: •How many miles do you drive to work a day (roundtrip)?

•Below 5 miles •5-10 miles •11-30 miles

•31-50 miles

•51-75 miles

•Over 75 miles

•On a scale of 1 – 7 (1 = not at all important, 7 = extremely important), please indicate the importance of each of the following vehicle features in your next vehicle.

•Acceleration •Handling •All-wheel drive

•Semi-automated driving functions (such as braking and lane following) [

•Navigation

•Internet connectivity

•Fuel economy

•Zero emission driving capability

•Did you buy or lease your vehicle?

•What month and year did you buy/lease your EV?

•Fill in the blank for Year, Make, Model, and Type (BEV/ PHEV)

•Would you have purchased/leased an EV within the next year without the <<insert company>> rebate?

•Would you have purchased/leased an EV within the next year if you didn’t participate in the Smart Columbus Ride & Drive at the <<insert

company>>?

•Yes, Unsure, No, Didn’t Participate

•Please select all of the Smart Columbus resources you used to influence your decision?

•Ride & Drive, Experience Center, Website, Buyer’s Guide, IGS/AEP Charging Station Incentive, Other (fill in the blank)

•What percentage of your EV charge do you get at work in a typical week?

•Use a scale from ‘All (no charging is done at home)’ to ‘None (all charging is done at home)’

•Anything else you would like to tell us about your experience or viewpoint on electric vehicles?

QUESTIONS,FEEDBACK OR IDEAS?

R I D E & D R I V E R O A D S H O W

C (614) 400-8546 E as@columbuspartnership.com

L www.linkedin.com/in/alexslaymaker

Smart Mobility Adoption Manager, Smart Columbus

Alex Slaymaker