Portfolio - Mina EV — Anchor & Dash

A digital illustration depicting electric vehicle (EV) industry concepts. In the foreground, a MacBook screen displays data on vehicle emissions and energy costs. Behind it, a colorful graphic shows a diverse group of people and cars, representing EV adoption, energy, and carbon reduction themes. Additional icons include graph arrows, currency symbols, and CO2 symbols, emphasizing green energy and economic growth.

The Context

Mina EV was an ambitious startup operating in the competitive electric vehicle and fleet charging space.

The vision was bold.
The product was strong.
What they needed was structured marketing support to build authority, generate leads, and establish credibility quickly in a competitive and fast-moving sector.

Anchor & Dash stepped in as strategic marketing partner during Mina’s early growth phase.

Two pink brochures titled "mina" with the subtitle "Make your fleet EV transition radically simple" on a yellow background. The cover features illustrated cars, a person, charging stations, and arrows representing a transition to electric vehicles.

The Challenge

As a startup, Mina EV faced typical scale-stage pressures:

Limited internal marketing resource
Need for rapid brand credibility
Complex technical offering requiring clear commercial messaging
Pressure to generate leads quickly
The requirement to build trust in a crowded EV landscape

This was about building a marketing engine capable of supporting growth.

Five young adults standing on a decorative bridge with a cityscape and trees in the background.

The Outcome

Within a short period of time:

Mina EV secured 20+ trade and industry articles
Significant lead generation was driven through PR and content
Authority was built within core EV and fleet publications
Marketing became consistent, strategic and commercially aligned

Anchor & Dash functioned not as a supplier, but as a strategic extension of the business.

“Laura at Anchor & Dash is our entire marketing and PR department. In a very short time she’s helped us to secure a huge amount of trade and industry PR - 20+ articles across key publications which have generated huge numbers of leads. And that’s not to mention the white papers, webinars, photo shoots, triggered CRM campaigns and social media campaigns she’s run on our behalf.”

— Chris Dalrymple, Mina

Strategy.

We worked with founding leadership to:

Clarify brand positioning and commercial narrative
Define core customer segments and strategic messaging
Build frameworks for messaging consistency across channels
Establish a structured approach to long-term marketing planning

This created a foundation from which all other work could scale.

Systems.

With strategic foundations in place, we built systems that enabled repeatable, measurable progress:

PR and authority building process
Lead generation pathways tied to content and gated assets
CRM-triggered campaigns supporting audience nurture
Webinars, white papers, and social campaigns linked to commercial outcomes
Guided processes to ensure consistency across channels

These systems moved the business away from one-off activity into an architecture capable of supporting a growth trajectory.

Scale.

As systems took root, the work delivered tangible results:

20+ industry and trade media placements
Consistent lead generation from content and PR efforts
Professional creative outputs including photo shoots and campaign series
Ongoing editorial authority in key EV and fleet publications

This level of strategic output contributed to the business’s visibility, credibility, and commercial momentum.

The sustained strategic partnership helped Mina EV transition from early-stage startup to a recognised player in the EV charging space.

Most notably, Mina EV was successfully acquired by Allstar (Fleetcor), affirming the business’s commercial value. This outcome reflects not just product strength, but also the brand authority and market positioning built through strategy and systems.