IBB Communications Update. September 2011
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- Horatio Rich
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1 IBB Communications Update September 2011
2 FY11 IBB Media Highlights WHO TV AgriBusiness Report WHO Radio Iowa Public Radio Globe Gazette Quad City Times Ames Tribune Des Moines Register -OPIS News -Biofuels Digest -Domestic Fuel News -Biodiesel Magazine
3 IBB Media Highlights FY11 Des Moines Register Headlines: Biodiesel production surges Biodiesel industry primed to flourish Political uncertainty hampers biodiesel industry Biodiesel producers hail subsidy in tax bill Iowa biodiesel plants bounce back
4 IowaBiodiesel.org 29,000 direct visitors in FY11 1,500 visitors from search engines 3,200 visitors from links (news releases)
5 IowaBiodiesel.org
6 IowaBiodiesel.org
7 Social Media 467 Twitter followers (up from 150 last year) New followers: OPIS news Gas_Envy EIN Biofuels News Farming Magazine Other followers: Iowa Senate About.com alt fuels editor Automotive Digest Weekly Iowa Economic Development
8 Iowa Biodiesel brochure under development What s New?
9 What s New? Template PowerPoint presentation
10 What s new? Possible campaign: Petroleum marketer outreach Weighing options Campaign may include: Postcards Direct mailers Poster Education efforts may include webinars, etc. Will coordinate with PMCI
11 What s new? Possible campaign: Use it! Targeting Iowa farmers and other diesel users to boost biodiesel consumption in state
12 Update: NBB s Advanced Biofuel Initiative
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14 FY 2011 biodiesel coverage by the numbers: 2498 biodiesel news mentions US News and Wires 791 with ethanol 625 Food, Fuel and Biodiesel 448 with sustainable 373 with advanced 180 with conventional 45 with 2 nd generation 22 with 1 st generation
15 For a successful technology, reality must take precedence over public relations, for Nature cannot be fooled. ~Richard P. Feynman
16 September 2010 Voter Survey
17 Washington, D.C. Designated Market Area
18 Specific Level of Awareness of Biodiesel June 2011 Opinion Leader Survey
19 Top of Mind Associations with Biodiesel June 2011 Opinion Leader Survey
20 Rating Biodiesel s Benefits BENEFIT Creates jobs Is good for the environment Can be made from many diverse resources Is made in America Is available for use today Is not a fossil fuel Not important (1-3) Neutral (4-6) Importan t (7-10) DC DMA 2% 14% 84% Mid-A 2% 8% 90% DC DMA 3% 15% 82% Mid-A 3% 9% 88% DC DMA 3% 15% 83% Mid-A 2% 11% 88% DC DMA 4% 16% 81% Mid-A 3% 10% 87% DC DMA 2% 16% 82% Mid-A 1% 11% 88% DC DMA 6% 25% 69% Mid-A 6% 18% 77% June 2011 Opinion Leader Survey
21 Advanced Biofuel Initiative One-on-One Action Aide NRDC EDF Livestock Brochure
22 Advanced Biofuel Initiative ADVERTISING NBC News/Meet the Press CBS News/Face the Nation Fox News Sunday ABC News/This Week NBC4 Washington WUSA9 (CBS) My Fox D.C. WJLA (ABC) Comcast DC Cable Poltico/E&E/Roll Call/The Hill
23 Biodiesel TV Commercial Running on Sunday Morning talk shows Meet the Press This Week Face the Nation
24
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26 Advanced Biofuel: Here and Now Biodiesel is America's advanced biofuel. It's a cleaner-burning replacement for conventional diesel fuel, and it's made from readily available, renewable resources. It's the first and only fuel produced nationwide to achieve EPA designation as an "advanced" biofuel, because it cuts greenhouse gases by up to 86%. It displaces fossil fuel, boosting our energy security and economy. It s sustainable. And it's here, now.
27 ABI Online Outreach Driving online traffic through Google, Facebook and Blog outreach
28 June 2011 through October 2011 Drive Likes to the NBB Facebook Fan Page and visits to Four main components Google Adwords Facebook Marketplace Web banners Blog Sponsorships ABI Online Outreach
29 63,065 Impressions 1,112 Clicks 1.76 % CTR $4, Cost Google Adwords
30 14,751,435 Impressions 4,134 Clicks 2,473 New followers $4, Cost Facebook Marketplace
31 Clean Techies Grist Mother Jones Tiny Green Bubbles 551,215 Impressions 578 Clicks.104% CTR Web Banners
32 Online is a growing part of advertising campaigns Millions of impressions made Small but cost effective compared to traditional advertising
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