Renewable energy nonprofit GRID Alternatives has issued a request for proposal for agencies providing marketing research services.

GRID Alternatives

The Oakland, CA nonprofit, which was founded in 2001, focuses on bringing affordable solar energy and solar-job training to low-income communities. GRID last year was chosen by the California Air Resources Board to administer an initiative that would improve access to clean transportation-related incentives for income-qualified California residents. Working in partnership with electric vehicle charging station network Electrify America, GRID is embarking on a statewide awareness and education campaign to inform and motivate low- income communities and communities of color in parts of California about Zero-Emissions Vehicles, with the goal of increasing ZEV adoption equitably throughout the state.

GRID needs an agency skilled in market research, with expertise in low-income communities and communities of color, to help the nonprofit arrive at a clearer understanding of the attitudes and behaviors of disadvantaged communities throughout California in regards to their car purchasing, driving and ownership habits.

Scope of the project includes analysis of GRID’s existing research and marketing materials, and identifying gaps in those materials, particularly as they pertain to low-income audiences; conducting additional market research; recommendations for GRID’s ZEV awareness campaign; and the creation of focus groups and surveys to test key messages.

According to GRID’s RFP, the chosen firm will have experience with multicultural marketing/market research, a multilingual capacity and familiarity with specific ethnic media channels (such as Spanish-language radio and television and Chinese newspapers). Minority-owned businesses are preferred, as are firms with experience in the automotive industry.

Total Budget for the project is $35,000-$45,000.

Deadline for responses is February 4. GRID expects to announce its selected agency on February 15.

Contact is marketing director Laura Shapiro, [email protected] or 510/735-0729.

Download the RFP (PDF).