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Client:
Adkins Energy
Project Objective:
In order to
build awareness and communicate the benefits of E85, a
fuel that contains 85% ethanol, we need to introduce the
product to the area with a spectacular grand opening.
Adkins Energy’s corn
processing facility produces ethanol, a renewable fuel
blended with gasoline, and feed co-products used by the
livestock feed industry around the world. With the
continued proliferation of flexible fuel vehicles (FFVs)
since 1998, Adkins saw a way to increase its market for
ethanol. Primarily, the driving public, many of whom
don’t realize they have FFVs that can run on up to 85%
ethanol, needed information about FFVs and E85.
Secondly, the best promotion would be the upcoming
opening of E85 pumps at a new fuel station in town –
Adkins’ proverbial back yard.
Strategy:
Prior to the grand opening, M45 developed a newspaper
insert that introduced the general public to what E85
offers for car owners, the environment and the local
economy. It also listed FFVs by maker, model year and
model to attract folks who already have FFVs or are
considering a new vehicle purchase. For the grand
opening event, M45 planned and coordinated an “E85 for
85 cents” promotion. We created ads and banners to
promote the grand opening to the public. Using our
public relations expertise, we sent out media
advisories, arranged for a live radio remote during the
event and set up government and local dignitaries to
speak at a news conference and do photo ops that day. We
also created a press kit to encourage further coverage.
Results:
The station sold 4,100 gallons of E85 that one day and
E85 sales at this location continue to outpace
expectations. Media coverage from the event has
increased interest by both consumers for flex fuel
vehicles and fuel distributors who are interested in
adding E85 pumps to their stations.
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