Client Spotlight
Fueled by Kansas
“Fueled By Kansas” is an initiative by Kansas Corn aimed at increasing awareness and adoption of E15 ethanol fuel across the state. The program supports local fuel retailers while educating Kansas communities on the benefits of ethanol, including its positive impact on the local economy and environment. Through
community events, media outreach, and partnerships, “Fueled By Kansas” connects with drivers, especially women and rural
residents, to promote ethanol as a sustainable, locally-sourced fuel choice.
THE CHALLENGE
Kansas Corn aimed to increase sales of higher ethanol blends (primarily E15) across Kansas by enhancing awareness, understanding, and trial of ethanol-based fuels
A primary challenge involved overcoming misinformation and skepticism around ethanol, with trolls on social media often spreading negative perceptions
Additionally, Kansas Corn wanted to target specific demographics (primarily women and rural supporters) and support local stores through targeted, localized tactics to drive consumer adoption and brand loyalty
OUR APPROACH
BowerComm implemented its Journey to Yes framework to guide campaign strategy, ensuring alignment across all stakeholders and creating a message that resonated with Kansas communities.
The campaign employed an emotional and story-driven approach, using positive reinforcement to shift focus away from purely factual arguments. This included testimonials, “yay” moments at fuel pumps, and social proof to build a positive image around E15.
Targeted Media & Tactics:
Local Store Events and Signage: Supported local retailers with grand openings and promotions, utilizing in-store signage (pump toppers, hose talkers) to reinforce ethanol’s benefits directly at the point of sale.
Outdoor Advertising: Launched mobile billboard tours and directional billboards in key regions with high E15 availability, such as Wichita and Topeka, to reach a broader audience.
Influencer Activation: Engaged FFA members, Kansas Corn members, and other community influencers to amplify positive messages on social media and foster community advocacy.
Partnerships: Collaborated with local media, including a segment on Good Day Kansas with NBC affiliates in Wichita and Topeka, and the Kansas State Fair mascot “Ike” for a summer road trip series promoting E15 fuel.
THE OUTCOME
Increased Awareness and Engagement: The campaign effectively reached key demographics, especially women in targeted regions, through social media, events, and strategic storytelling. Good Day Kansas segments and targeted Facebook ads generated over 2 million impressions and reached 1.8 million residents, building substantial awareness and support for ethanol across the state.
Enhanced Community Trust: Leveraging community voices like FFA members and Kansas Corn members, BowerComm helped establish local pride and trust in E15. Localized events, including “Celebrate 88” and “Kansans Fueling Kansas,” drove in-store traffic and positive sentiment, especially around rural Kansas communities.
Award-Winning Recognition and Engagement: Through campaigns like “Hey Girl” and “Love Language,” YouTube ads achieved view rates over 20%, while digital display ads maintained high visibility. This cost-effective approach yielded strong engagement and positioned E15 as a trusted, sustainable fuel choice across Kansas.
High-Impact Media Partnerships: BowerComm’s partnership with KSNW and KSNT for Good Day Kansas segments provided high-visibility exposure for E15, driving further awareness and enhancing perceptions of ethanol as a sustainable, locally-sourced fuel option. Weekly segments amplified the campaign’s reach and positioned E15 positively across Kansas communities.
