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A proposal for 3ti

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A marketing proposal for 3ti

Put your tarmacon payroll.

You've built a genuinely category-leading solar charging hub. Bentley, JLR, the NHS and Silverstone already run it. Now let's make every car park owner in Britain want one — and turn dwell time into demand.

33%
of new cars must be EV in 2026, by law
25%
where the market actually is
£0
no detectable paid media running
Scroll
The uncomfortable truth

Award-winning product.
Invisible brand.

3ti has a genuinely category-leading hub — solar-supplemented, deployed in under a day, no multi-year grid-connection wait. It's won the innovation awards. It's on Bentley's and the NHS's forecourts.

And yet: a national infrastructure brand with roughly 3,500 LinkedIn followers, no detectable paid media, and a website that can't decide whether the product is called "Papilio3" or "HALO FastHub."

The product was switched on years ago. The marketing never was. That's not a criticism — it's the entire opportunity, and it's the one thing a media agency exists to fix.

99.98%
hub uptime — the product delivers
8+
blue-chip clients (Bentley, JLR, NHS…)
~3,500
LinkedIn followers for all of it
0
always-on paid campaigns running
The competition markets harder than you — with a weaker product. We close that gap.
The market moment

The law is ahead of the car parks.

Government has made the destination unavoidable — the only variable is who captures the demand first. Right now, nobody in solar-supplemented charging is even trying to.

The mandate-vs-market gap
The ZEV Mandate legally requires 33% of new cars sold in 2026 to be electric. The market is running at ~25%. That gap is millions of drivers arriving in car parks that aren't ready.
What the law demands · 202633%
Where the market is · H1 2026~25%
Scale: share of new-car sales, 0–40%. Sources: ZEV Mandate (gov.uk), SMMT, July 2026.
31 Mar 2027
The grant window shuts

The Workplace Charging Scheme pays up to 75% of cost (£500/socket) — but this is its final year. A hard deadline is a marketer's best friend.

28 Oct 2026
Depot Scheme reopens

The £170m Depot Charging Scheme's next window opens — Window 1 closed in June. A live, dated capture moment for fleet buyers.

~£25k
Tax write-off, expiring

100% first-year capital allowance on charging kit runs to March 2027 — roughly £25k off a £100k asset. Urgency, quantified.

The positioning

Everyone else sells a cost. 3ti sells an asset.

The whole category sells EV charging as a sustainability expense someone else takes off your hands — and quietly keeps ownership of. There's a sharper, unclaimed story sitting in plain sight.

How the category talks

  • "Net zero for everyone" — sustainability first
  • "Zero cost, zero risk — we fund it"
  • The operator owns the asset; you get a rent-like slice
  • Charging framed as a cost to be offset
  • Spoken to facilities managers, about carbon
VS

How 3ti should talk

  • A revenue asset on ground you already own
  • The sun undercuts the grid — structurally cheaper power
  • Live in a day — earning while rivals wait for the grid
  • Every hour they dwell, you earn
  • Spoken to owners & FDs, about yield
☀️

The sun doesn't send invoices

Solar-supplemented power means a structurally lower cost per kWh than a grid-tied rival. You can undercut on price, or bank the margin. That's pricing power no cost-centre pitch can match — and it's true whichever commercial model 3ti runs.

No multi-year grid wait

Rivals queue 18 months to a decade for a new grid connection. 3ti needs no new connection and installs in under a day. Reframed for a marketer: your car park starts earning this quarter, not this decade.

📈

Dwell time is inventory

You already own the asset and the customer's already there for hours. We're not asking a business to build something new — just to meter something it currently gives away for free.

The centrepiece · a Media Addict original

The Tarmac Yield™ calculator

The interactive asset at the heart of the campaign. A prospect enters their site; it shows — instantly and honestly — what their tarmac could earn, with the grant and tax stack applied. Every input is a qualified lead and a data point 3ti owns. This is the object that turns a website into a pipeline.

Model a site

Drag the inputs — the meter moves live.
Illustrative annual earnings
£0
from 12 bays · solar-supplemented margin
Over 5 years
£0
cumulative · if you own it
Or as EVCaaS
£0
your share · no capex
Est. asset cost (illustrative)£100,000
Grant + first-year tax offset–£31,000
Indicative payback (own)
⚠︎
Indicative model, editable assumptions. Figures illustrate the mechanism, not a 3ti quote. Real numbers get validated on your specific site — that's the conversation.
Validate your number — book the call
Who we'd fill the funnel with

Three buyers. Three money stories. One brand line.

This is an account-based motion, not a spray. We lead with the three segments where the "your tarmac earns" story lands hardest — each with its own proof point, its own deadline, and its own channels we buy cheaply.

Anchor · ABM

Car-park & retail-park operators

Commercial Directors, Heads of Estates — multi-site portfolios with revenue-per-space KPIs.
"Your rivals are rolling out 100,000 charge points by 2035. Don't be the operator left with empty tarmac."
  • LinkedIn ABM to named decision-makers
  • National business press (The Times, City AM)
  • Competitor-move urgency (APCOA, CTEK)
Deadline lever: portfolio rollout economics
Best fit · fastest proof

Hotels & destination retail

GMs, Group Property Directors — businesses whose entire model already IS dwell time.
"Nearly half of EV drivers now factor charging into where they stay — every hour they're parked is an hour you're paid for."
  • High-intent paid search capture
  • Booking-platform sustainability partnerships
  • Single decision-maker = fastest case studies
Deadline lever: booking-conversion loss
Volume + timing

Offices & salary-sacrifice

Facilities & Reward leads — employers whose salary-sacrifice EV schemes need charging to work.
"Your salary-sacrifice scheme only works if staff can charge at work — while the grant still covers 75%."
  • Warm referral via sal-sac providers
  • High-intent search + reward-provider referral
  • Grant-deadline campaign (ends Mar 2027)
Deadline lever: WCS grant sunset
The plan · phase 1

Start where Britain's business owners already are — and already trust you.

At any one moment only about 5% of business owners are ready to buy (LinkedIn's 95‑5 rule). So the job isn't only to catch that 5% — it's to be the name the other 95% already trust when their moment comes. One move does both: a partnership with The Times.

The Times×Media Addict

A pay-on-results partnership across the whole News UK portfolio — high-impact print, DR print, sponsored content, digital, native and video — the premium, credible inventory that normally costs a fortune, rolled into one guaranteed cost-per-lead. You only pay for the leads we deliver.

Partnership from £25,000 · guaranteed cost-per-lead
62%
social grade AB — the top tier
740k
paying subscribers & growing
27.2m
News UK monthly reach
No.1
daily paper for business readers
One deal. The whole portfolio.
High-impact printDR printSponsored contentDigital & nativeVideoTimes RadioRaconteur reportsTimes Enterprise Network
Why it's the right first move

It does two jobs at once — and that's the whole point.

1.5×
more trust in a brand when it advertises in a news brand versus not. For a £100k considered purchase, credibility is the sale. (Newsworks)
61%
advertising-effectiveness uplift when print and digital run together — exactly what a whole-portfolio partnership buys. (Newsworks)
£25k
buys a forecastable, budgetable lead number from day one — the "brand doesn't show ROI for months" objection, removed.

The "seen in The Times" halo builds the trust a business owner needs before signing off six figures — while the guaranteed cost-per-lead is the number your board actually approves. Brand and leads, from one deal. And for owner-operators specifically, Raconteur's category-exclusive reports, the Times Enterprise Network and the Bricks & Mortar property audience reach them exactly where they already read.

The plan · phase 1, continued

The Times builds the demand. We hoover it up.

Brand advertising doesn't just build warm feelings — it moves search, and share of search reliably leads share of market (Binet, IPA). So the moment The Times has people looking 3ti up, we run the demand-capture layer that turns that attention into booked calls. All of it in-house.

🔍

Paid search + SEO

Capture every high-intent search The Times creates — "commercial EV charging", "revenue from car parks", "workplace charging grant" — and build the content to own the "car park as a revenue asset" category outright. Savills already values it at £2,000–£5,000 per charger a year; we make 3ti the name attached to that number.

🎯

LinkedIn ABM

Named-account targeting of car-park operators, estate directors and FDs — document ads and "book a site assessment" conversation ads to the exact people the 95‑5 rule says aren't searching yet, but will be.

Retargeting & nurture

Everyone the brand work touches is captured and nurtured across a long buying cycle — segmented by stage, handed to sales on high-intent signals, never left to go cold.

The one number we move
Cost per qualified site-survey booked

Not reach. Not impressions. A pipeline metric an FD respects — the cost to put a real, survey-ready site in front of your sales team.

The unfair advantage

Mediatrack.ai

Our proprietary platform attributes every pound — including The Times partnership — to pipeline, and compounds the first-party data from the Tarmac Yield calculator into an audience 3ti owns forever. Most agencies buy media. We instrument it. That's the edge, and it's ours.

The plan · phase 2, if budget permits

When it's working, we widen the net.

Every channel below reaches the same business-owner audience — no trade press, no wastage. We add them only once Phase 1 is proving out, ranked by cost-per-lead, not by what's easy to buy.

Best cost-per-lead

Direct mail

A site-specific ROI pack, posted to named owners — filtered by SIC code and seniority.
The best-evidenced cost-per-lead of any channel here (4.4% response vs 0.12% for email). Asset owners skew older and less digital — a printed yield report cuts through where an ad won't.
Bundles with The Times

Audio — Times Radio & podcasts

Times Radio sponsorship + "The Business" podcast (the News UK stable), plus LBC for the widest senior-decision-maker reach per pound.
Host-read, trackable, trust-building — the format that suits a considered six-figure decision, added to the partnership you already hold.
Right place, cost-effective

City AM + targeted OOH

City AM (65% C-suite, handed out at 1,600+ City & Canary Wharf offices) plus OOH on commuter rail, the City and Heathrow business lounges.
Puts 3ti "everywhere serious business is" in the exact geography of the owners you're chasing — pair with a QR code to add a lead-gen edge.
The agency behind the idea

A sharp strategy is easy to admire.
Harder is trusting who runs it.

So here's the case for Media Addict, plainly — not a tagline, but the way we're built, and why it fits a challenger brand watching every pound.

🎯

Bought direct, priced on the outcome

We buy media directly and at cost, and price ourselves on the result — not on a percentage that quietly rewards us for spending more of your money. Independent, no network markup, incentives aligned to your ROAS.

📡

Mediatrack.ai — our own tech

A proprietary platform that attributes every pound to pipeline and compounds first-party data into an audience you own. Most agencies rent someone else's tools. We built ours — it's how we prove the number that matters.

📣

Built to buy big, cheaply

Our edge is buying above-the-line and mass digital at scale for less — the reach a national infrastructure brand needs, at a cost a challenger can justify. Brand and performance, from one desk.

Proof · a Media Addict lead-gen campaign

62,839 leads. 57,864 signed clients. The brand built on the way.

For one of the UK's largest claims operations, we ran five months across a News UK partnership, national DR television and national radio. Every pound of DR-priced media did two jobs — it signed the clients and built the brand at the same time. This is above-the-line generating leads and growing a brand, proven — with News UK as one of the four channels.

62,839
qualified leads delivered
92%+
average lead-to-signed conversion
5 mo
across 4 channels
News UK
one of the four — the Times model, proven

Client anonymised. Figures from campaign reporting, Apr–Aug 2025. Conversion reflects that specific vertical and is shown to evidence Media Addict's ATL lead-generation and brand-building capability — not a projection for 3ti.

The first 90 days

Live and learning inside a quarter.

Illustrative shape, not a final media plan — that's what the call is for. But this is the tempo: proof fast, brand next, compounding by day 90.

Days 0–30

The Times goes live

Brand + leads from week one
  • News UK / Times partnership live — guaranteed CPL
  • Tarmac Yield calculator + landing pages built
  • Paid search + LinkedIn ABM capturing the demand
  • Mediatrack.ai attribution wired in
Days 31–60

Optimise & scale

Drive the cost-per-lead down
  • Spend moves to the best-converting Times inventory
  • First case study captured & amplified
  • If budget permits: direct mail, audio, City AM added
  • Referral channels opened (Segen, NHS cohort)
Days 61–90

Compound it

Own the category
  • SEO owning "car park as a revenue asset"
  • First-party audience owned & growing
  • Grant-deadline push (WCS ends Mar 2027)
  • Reporting on cost-per-survey-booked
The long game

Then we make 3ti the name every owner already knows.

Phase 1 wins the quarter. These are the cost-effective plays that compound over years — turning 3ti from a product into the authority on car-parks-as-assets.

The flagship idea

The Tarmac Dividend Index™

The UK's first annual ranking of commercial car parks by their unrealised solar-and-charging revenue — built from public planning & EPC data and 3ti's own yield model. Any owner can look up their own site's score (and hand us a lead to do it). Regional and sector leaderboards give the press a story every year. And it answers the government's live "solar on car parks" call for evidence with 3ti's own data, not someone else's.

One line that works on any owner: "where does your car park rank?"

Warm channels you already hold

Turn the exclusive Segen distribution deal and the NHS Chargepoint cohort into referral lead sources — reaching owners through people they already trust, at near-zero media cost.

An owned audience

A quarterly "Tarmac Dividend" report that makes 3ti the neutral authority owners subscribe to — not a vendor they screen out. Every issue is a fresh PR peg and a fresh lead source.

Earned authority

Founder profile in the Times Enterprise Network off the Segen momentum, category-defining PR, and the right awards — the credibility layer money can't directly buy.

How we'd start

Phase 1, from £25,000.

A guaranteed cost-per-lead Times partnership, plus the demand-capture layer that hoovers up everything it creates. Brand, credibility and leads from week one — on a number your board can approve, with no long lock-in.

Phase 1

The Times partnership + demand capture

The News UK / Times partnership goes live on a guaranteed cost-per-lead. We build the Tarmac Yield calculator and landing pages, run paid search + LinkedIn ABM to capture the demand it creates, and wire in Mediatrack.ai to attribute every pound. One number to judge us on: cost per qualified site-survey booked.

From £25kGuaranteed cost-per-leadBrand + leads togetherMedia bought at cost

Transparent commercials

Times mediaPay-on-results · guaranteed CPL
Everything elseBought direct, at cost
Hidden % of your spendNever
Full numbersIn the proposal

To start, we'd need from you

  • Your commercial model + list price, confirmed
  • Real utilisation data from a live site (e.g. Surrey CC, Uni of Surrey)
  • Priority regions and any named target accounts
One conversation

Let's put your tarmac
on payroll.

A 45-minute strategy call. We'll pressure-test the numbers on real 3ti sites, confirm the commercial model, and show you the first 30 days mapped. No deck theatre — just the plan.

Every pound tracked. Every site captured as data you own. That's Mediatrack.ai.

The sun doesn't send invoices.