Electrification That Works for Everyone

The Challenge

Eightfold EV Growth Was Coming. Most Customers Had No Idea.

EV adoption in El Paso Electric’s service area is on track to grow eightfold by 2030, and EPE had already invested in a full suite of rebates, rate plans, and commercial charging incentives to meet that future. The customers those programs were built for didn’t know they existed.

The audience was split across two states, two languages, and every customer type from income-qualified households to commercial fleet operators. EPE had just 6,000 EV drivers in market today, a finite pool to convert, and a real risk that program dollars would go unspent while unpredictable EV load pressured the grid anyway.

The Objective

Turn Program Awareness into Real Enrollment Across a Diverse Market

EPE partnered with Hahn to move customers from curious to enrolled. Success meant more than impressions. It meant driving measurable participation in the Texas EV Ready Program and New Mexico’s Transportation Electrification Program, spending down program budgets on schedule, and making EV adoption feel accessible to every customer segment in the territory, including commercial operators and income-qualified families.

The Strategy

Education First, Enrollment Second, Confidence Throughout

EV adoption feels complicated, expensive, and out of reach for most customers. Hahn reframed it as practical, affordable, and already within their budget.

A centralized digital experience served as the anchor, with bilingual awareness running across every channel where EPE customers actually spend time. Every touchpoint prioritized clarity over jargon and positioned EPE as a trusted guide, not a pitch. For cold-traffic audiences who didn’t know the programs existed, the strategy led with education. For warm audiences ready to act, it led with the rebate.

The Solution

A Full-Funnel, Bilingual Electrification Campaign Built for Two States

Hahn translated complex technical programs into customer-centered stories and a frictionless path to enrollment. The work included:

Program websites. New bilingual landing pages that explained each program in plain language and made rebate instructions easy to follow.

Integrated media. Digital ads, streaming audio, Nextdoor, Meta, radio, billboards, and community placements, all directing traffic to program-specific pages.

Customer-centered creative. Messaging focused on savings, convenience, and emissions benefits, with English and Spanish versions built for the cultural realities of the El Paso region.

Email marketing. EPE’s customer newsletter and the El Paso Chamber of Commerce newsletter carried program messaging, and targeted lists kept EV Ride & Drive attendees engaged after the event.

Printed materials. State-specific brochures in English and Spanish for in-person touchpoints and community distribution.

Community engagement. Hahn coordinated EPE electrification team appearances, speaking slots, and program distribution at El Paso Chamber of Commerce member events.

The Result

Enrollment Goals Crushed, Program Dollars Moving, Grid Future Secured

Between February and December 2025, Hahn’s integrated electrification campaign delivered across every objective EPE set.

• 21.6 million ad impressions across the Texas and New Mexico market
• 36,821 total users driven to the EV landing pages, with 32,400 of them new
• 2,360 file downloads from landing pages, signaling strong intent to apply
• Texas Smart Rewards EV enrollment went from 0% to 45% fulfilled in seven months, with 80% of enrolled participants fully activating the program

The work proved that even the most technical utility programs can be made approachable, that bilingual and culturally relevant creative converts, and that EPE’s electrification investments are reaching the customers they were designed to serve.