End-of-year Report; Conclusion of Activity
December 31, 2006
AUTHOR:
National Biodiesel Board
OVERVIEW:
The collaboration of the various organizations involved in this project made it unique and valuable, but it also lead to increased communication and time to achieve the objectives. In discussion with the North Carolina Outdoor Advertising Association (NCOAA), who provided a significant financial donation to the project in the form of billboard space, it was determined that instead of 15 vinyl billboards, 41 paper billboards with 4 vinyl billboards could be done at the same cost. This created more exposure for the campaign and also provided more flexibility in the location of the billboards since the paper locations were more widely available. The original timeline of having billboards up from April to November was adjusted to June through December because of logistical delays in the design and production process. However, each billboard was guaranteed 30 days of posting at each site, with the likelihood of staying 60-90 days. A student was selected from NC State’s College of Management to assist the Solar Center in the evaluation of the campaign effectiveness.
Billboard Design
The billboard designs were created with the assistance of the United Soybean Board (USB) and the local NC Soybean Producer’s Association (NCSPA), which added extra steps to the process, but eventually produced three great billboard designs. Initially, the billboards were based from examples given by the USB that had been used in other states. To freshen the look and add specific references to this campaign (the ncsoy.org website), ten mock-ups were created. These designs used images of soybeans, trucks, the American flag, biodiesel pumps, oil rigs, a NC map, and logos of all organizations involved in the project to portrait the desired messages. From these, the best two designs were chosen and slightly modified with fewer words and images to best capture the attention of drivers that pass by at 60 mph. The first billboard focused on the negative impact of foreign oil dependence which can be reduced by using biodiesel from soybeans grown here in the US. The second billboard targeted the environmental and health benefits (cleaner air to breathe) that can be achieved by replacing petroleum diesel with soy biodiesel. A third billboard was added by the NC Soybean Producer’s Association to match a truck wrap that will be used in another marketing campaign. This design highlighted the farming industry as the source of biodiesel production and portrayed the economic benefit our state could gain from investing in soy biodiesel. The billboard designs are shown in Appendix A.
The billboard designs were created with the assistance of the United Soybean Board (USB) and the local NC Soybean Producer’s Association (NCSPA), which added extra steps to the process, but eventually produced three great billboard designs. Initially, the billboards were based from examples given by the USB that had been used in other states. To freshen the look and add specific references to this campaign (the ncsoy.org website), ten mock-ups were created. These designs used images of soybeans, trucks, the American flag, biodiesel pumps, oil rigs, a NC map, and logos of all organizations involved in the project to portrait the desired messages. From these, the best two designs were chosen and slightly modified with fewer words and images to best capture the attention of drivers that pass by at 60 mph. The first billboard focused on the negative impact of foreign oil dependence which can be reduced by using biodiesel from soybeans grown here in the US. The second billboard targeted the environmental and health benefits (cleaner air to breathe) that can be achieved by replacing petroleum diesel with soy biodiesel. A third billboard was added by the NC Soybean Producer’s Association to match a truck wrap that will be used in another marketing campaign. This design highlighted the farming industry as the source of biodiesel production and portrayed the economic benefit our state could gain from investing in soy biodiesel. The billboard designs are shown in Appendix A.
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