Creating brand identity creates demand for a commodity.

On September 9, 2006, a news conference was held at Chicagoland Speedway, site of the final IndyCar Series race of the season.

It had been an exciting year for the league, with the championship to be determined on the final day. The season also saw the introduction of ethanol to open-wheel racing, a 10% blend with 90% methanol, the longtime choice of the Series.

But as league and ethanol industry officials gathered on the dais in Chicago, it was time to take the experiment one step further. In 2007, all cars in the Series would be powered by 100% fuel-grade ethanol.

There were risks involved for both sides. This would be the first time in 40 years that a new fuel grade was incorporated into open wheel racing. These were some of the fastest cars on the planet, with speeds of up to 230 mph. The new fuel would be renewable and cleaner-burning, but it was about to face its most challenging test in one of the most demanding environments in racing. Engineers had to be convinced that performance would not suffer.

A driving force behind the fuel switch was the Ethanol Promotion and Information Council (EPIC), the consumer marketing and public relations arm of the ethanol industry based in Omaha, NE. The organization was formed in 2005 at a time when the ethanol industry was growing at a significant pace, but the long term health of the movement would rest on consumer demand.

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The ethanol brand resembled a musical group in search of a hit record. It had achieved regional success in the Corn Belt, but needed the clever hook that would propel the brand on the national stage. What better stage than the "greatest spectacle in racing," the Indianapolis 500, with a worldwide audience of over 300 million.

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EPIC's proprietary research showed that the main consumer barrier to ethanol use is performance. Motor racing is the manufacturers' proving ground, and it influences auto technicians, who in turn influence consumer perceptions of ethanol. Racing would also provide an ideal platform for retail promotions.

"We looked at motorsports as a pulpit to not only talk about performance, but also to address issues of energy security, the economy and the environment," says Tom Slunecka, EPIC's Exec Dir.

DEVELOPING A BRAND

Motorsports may have been the ethanol brand's media darling, but efforts were underway far from the spotlight in equally influential endeavors. EPIC developed a national brand initiative for ethanol-blended fuels, under the direction of Reece Nanfito, EPIC's Sr Dir of Mktg. It was designed to create a singular brand image for ethanol and ethanol blends nationwide.

From city-to-city, block-to-block, consumers who are seeking ethanol blends can now look to the EPIC "e" logo in 25 states. The voluntary branding initiative was often painstaking work, with careful navigation of each state's bureaucratic process.

"Without the ability for consumers to find the product, it is impossible for them to support it and to drive change, says Robert White, EPIC's Dir of Operations, who spearheaded the labeling effort. "The IndyCar Series offered a significant platform for brand exposure, but we needed that connection to the end user at the local filling station. The labeling program provided the final link in the process."

The EPIC Web site, drivingethanol.org, also played a critical role in raising awareness of the ethanol brand during 2007. Under the direction of Nanfito, the site was continually enhanced, offering visitors an assortment of interactive features making the site more user-friendly.

Consumers can register for podcasts on ethanol, and those seeking E85 have a handy tool in the E85 station locator and the flex-fuel vehicle identifier. Retailers can also visit the EPIC Web site to find information on the "e" label and how to contact the organization to find out how to upgrade their pumps to ethanol. The Web site traffic steadily increased. As of August, nearly 600,000 hits had been recorded, with a one month record of 99,000 in June.

EPIC research found that it was extremely difficult to alter the opinions of consumers who had already developed negative impressions about ethanol. Driving traffic to the EPIC Web site was a critical step in presenting the facts about a renewable fuel.

"We are constantly looking at ways to enhance our presence in the online arena," says Nanfito. "Our hope is the Web site will become a clearinghouse for those seeking information on ethanol."

EARNS DIVIDENDS

Persistence and planning began earning dividends. The "e" logo was being noticed. On March 21, 2007, after weeks of preparation and the help of the Renewable Fuels Association (RFA), EPIC, RFA and the IndyCar Series joined Indiana Senator's Richard Lugar and Evan Bayh at a news conference on Capitol Hill to highlight the racing league's transition to 100% fuel-grade ethanol.

The Team Ethanol show car was parked outside the Senate Russell Office Building. It was a dream photo-op as over 20 representatives of major news organizations attended the event. Media kits were delivered to all the major media outlets in the D.C. region, focusing on network news bureaus, who distributed the material to affiliates across the U.S and throughout the world.

EPIC's Dir of Comms Joanna Schroeder directed the PR strategy in tandem with Broadhead + Co., a Minneapolis, MN, based agency. Schroeder and Nanfito wove the PR and marketing efforts together like a fine quilt, with stunning results.

"It became a well-oiled machine," says Schroeder. "We took this show on the road, and the momentum never slowed."

A large part of EPIC's road show was their Clean Air Green Tour that highlighted ethanol's environmental benefits at 80 events coast to coast and pump promotions in conjunction with IndyCar Series races. A television spot also touted the benefits of ethanol during each ESPN-televised Indy race.

With Indy, a Washington, D.C. news conference provided tremendous momentum heading into the first race of the season for the IndyCar Series on Saturday, March 24, 2007, in Miami, FL. Many of the television stations aired pieces on the race but used footage of the Capitol Hill event as part of their package.

The video was the gift that kept on giving to the ethanol movement. ABC's "World News Sunday," CBS "Evening News," the Weather Channel, CNBC, ESPN, and major market affiliates across the country featured lengthy reports on the historic fuel switch. The Washington

Post, Miami Herald, St. Petersburg Times, USA Today, Des Moines Register, and Sacramento Bee were among the papers that ran features on the topic.

BUILDING MOMENTUM

To build momentum as they neared the crown jewel of the IndyCar Series schedule--the Indy 500--EPIC and Broadhead returned to the nation's capitol. They secured an invitation for racing legend Bobby Rahal to be the speaker in Washington, D.C., at the National Press Club's distinguished luncheon speaker series. His topic: "The Greening of Racing: Ethanol and Motorsports."

Rahal became the first and only Indy 500 winner to be invited to speak at the prestigious club. The event was televised live on CSPAN, and drew international coverage.

"I was pleased and honored to be chosen to address the National Press Club, and to have the opportunity to speak on the same stage where I have seen many of the world's leaders and dignitaries share their thoughts," Rahal says.

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To keep the media momentum throughout the season, EPIC and Broadhead focused on editorials on the subject written by Team Ethanol Driver Jeff Simmons and Team Owner Bobby Rahal in the Miami Herald, Milwaukee Journal and the Indianapolis Star. Following the Indy 500, the campaign focused on regional and local coverage throughout the remainder of the race season.

"Our objective was to highlight ethanol's performance in one of the most demanding environments in motorsports," says EPIC's Slunecka. "The campaign was designed to prove to consumers that performance and environmental responsibility can co-exist not only in high-tech race cars at top speeds, but in the average sedan on highways across the country."

RESULTS

By any measure, the public relations and marketing campaigns were a dazzling success. Year to date, more than 600 million media impressions were generated through all PR initiatives. An additional 300 million impressions were generated through marketing initiatives. The "e" logo had arrived!

In 2007, the EPIC and IndyCar Series partnership can be summed up with a quote from Henry Ford, "Coming together is a beginning; keeping together is progress; working together is success."

by the AgriMarketing Editors