The Minnesota Corn Growers Association needed to combat growing negative press about ethanol. BKC’s charge was to raise the awareness for the importance of ethanol in our state and recognize the accomplishments of corn and soybean farmers throughout Minnesota.
The first order of business was to better understand Minnesotans’ understanding, attitudes, perceptions and usage of ethanol. We conducted qualitative research (focus groups) to provide a baseline and followed up with a quantitative study (a statewide poll) to validate the findings from the qualitative research. A thorough understanding was necessary to develop and insure the success of the communications. A fact-based, “advertorial” print newspaper campaign was launched and was supported with out-state radio spots.
