SDCUC Request for Information: Marketing Campaign

Request for Information

South Dakota Corn Utilization Council (SDCUC)

4712 South Technopolis Drive

Sioux Falls, SD 57106

August 13, 2024

Project: Consumer-Facing Ethanol Campaign

Response Deadline: September 4, 2024

Email response to: Amanda Bechen, [email protected]

Background:

Two of every three rows of corn grown in South Dakota is used for in-state ethanol production. Ethanol helps the American consumer save money at the pump. It also creates jobs, impacting many South Dakota families. Many consumers misunderstand the facts, benefits, and cost savings of using ethanol blended gas in their vehicles.

Scope:

The goal of the current campaign is to educate South Dakota consumers about their options at the gas pump and how their selection impacts their wallet, their engine, and the economy. As the South Dakota Corn Utilization Council moves into FY25, the organization wishes to build upon the consumer (14 to 45-year-olds) research and insights gained from the last 24 months. The FY25 campaign should continue to inform consumers about ethanol in a creative and meaningful way to convince consumers to use ethanol blended gas in their vehicles. The successful candidate will provide a campaign framework that can focus primarily upon research-based messaging that reflects concepts currently motivating consumers to choose ethanol either initially, more frequently, or through purchasing higher blends.

This project requires ongoing research about consumer sentiment and motivation, continued development of corn-based ethanol messaging, as well as recommendations on best methods to distribute messaging, including media placement.

About us:

The South Dakota Corn Utilization Council (SDCUC) is a commodity organization primarily responsible for the collection and administration of a one-cent-per-bushel checkoff. The organization develops and maintains new and existing markets, promotes new uses and works to increase profitability for all South Dakota corn farmers. Tactics include educating consumers and promoting corn and value-added corn byproducts.

Stipulations:

• Contractor must be based in South Dakota.
• No lobbying may be included as part of the projec
• tIn-house ethanol and/or agricultural experience
• SDCUC owns collateral, assets, and the campaign
  • Timeframe is through the end of FY25 (June 30, 2025)

Information requested:

• Project summary
• Project framework
• How any objectives/goals would be measured
• Budget breakdown between media placement, creative services, and account service
• Any notable increase in your company’s capacities in the past 24 months