United States Soybean Export Council (USSEC) REQUEST FOR PROPOSAL RFP TITLE: MARKETING, COMMUNICATIONS, AND SOY EXCELLENCE CENTER

SUBMISSION DEADLINE: August 28, 2024, by 5:00PM Central Time

RFP CONTACT:

Name: Zaira Flores

Email: americasRFP@ussec.org

INTRODUCTION:

The United States Soybean Export Council (USSEC) requests proposals to assist in the continued

development, implementation and execution of strategies and programs within the Americas

Region. For contractors, the expectations are to carry out the deliverables of the activities they

are managing and are summarized in associated contracting documentation. Therefore, specific

outputs and deliverables for personnel will be included as engagements with key contractors are

formalized. Administrative performance will be based on delivering on the terms of those

contracts. Contractors are required to provide monthly reports on progress if they are a longterm contractor, or post event reports if they are retained for a specific event. Information from

the reports are used to keep stakeholders informed of the progress of their investment.

Through a global network of international offices and strong support in the U.S., USSEC helps

build a preference for U.S. soybeans and soybean products, advocate for the use of US soy in

feed, aquaculture and human consumption, promote the benefits of soy use through education

and connect industry leaders through a robust membership program.

PURPOSE OF RFP:

USSEC’s standard practice is to RFP every 3 years in an openly and competitive manner. This

type of cost analysis will assist in determining the fair market value for the work to be performed

and allows USSEC the opportunity to evaluate various proposals and select the best contractor

for the job based on experience, availability, expertise, approach, and cost.

The purpose of this RFP is to seek proposals for a full time the US SOY Marketing Specialist and

should be based on period October 1st, 2024, through September 30th, 2025.

BACKGROUND & PURPOSE OF PROJECT:

The purpose of this position is to promote the sales brand image of US SOY. US SOY has several

extrinsic and intrinsic qualities and characteristics. Yet at this time, many purchasers see

soybeans and/or soybean meal as commodities. This position will target end users’ marketing

channels to work with them and create a campaign of differentiation, by using US SOY.

In addition to the overall promotion of US SOY as a concept and image, the promotion of high

value specialty soy ingredient innovations, like high oleic soybean oil. Additionally, the position

will be chiefly responsible for working and collaborating with other US based cooperators to

determine ways to increase the exports of US meat products and the overall increase in meat

consumption, in general.

Contractor shall provide Market Intelligence & Research to promote the use and differentiation

of U.S. soy products by supporting the human and animal utilization teams to create brand

awareness and preference.

TARGET AUDIENCE:

Soybean and Soybean Meal Importers, refiners, wholesale distributers, retail distributors, cold

chain providers, industry associations, governmental agencies, commodity traders and brokers,

restaurants, hotels and other institutions, Soybean crushers, feed manufacturers, industry

associations, governmental agencies, livestock/aquaculture and poultry producers, commodity

traders and brokers

SCOPE (SERVICES) OF WORK:

Contractor will act as MARKETING, COMMUNICATIONS, AND SOY EXCELLENCE CENTER

SPECIALIST by providing Market Intelligence & Research to promote the use and differentiation

of U.S. soy products by supporting the regional teams to create brand awareness and

preference among USSEC target audience such as industry associations, governmental agencies,

poultry producers, commodity traders and brokers and others.

Due to the nature of this position, there may be adjustments to the activities described below

and/or assignment of new tasks, depending on the market and USSEC’s needs. Contractor will

be responsible of activities such as, but not limited to:

1. Strategic

a. Identify and write proposals to help differentiate the value, sustainability, and

competitive advantage of U.S. soy to customers and to Increase USSEC

customer´s knowledge on benefits of soy and soy products.

b. Assist USSEC’s Regional Director of Americas with the strategic goals and

objectives, which includes but is not limited to:

i. Identify potential growth markets for U.S. soy.

ii. Identify areas of strengths to maintain.

iii. Identify areas of opportunities for increased support.

iv. Identify the major and targeted Customers.

v. Create a Customer Analysis for each of those targeted.

vi. Promote higher inclusion rate of soybean meal in feed formulations

c. Identify, negotiate, and coordinate sponsorship and technical assistance

opportunities in the region.

d. Work and collaborate with other US based cooperators to determine ways to

increase the exports of U.S. SOY Products

2. Relationship

a. Act as USSEC representative creating brand awareness.

b. Establish, strengthen, and maintain key customer relationships for U.S. soy.

c. Provide general Trade Servicing assistance to respond trade inquiries, meet

personally or remotely with target audience in the region.

d. Suggest, arrange visits and meetings with key customers.

e. Work in collaboration with Marketing specialist to keep Americas key customers

& contact list updated.

f. Identify possible collaborations with USSEC members as well as joint effort

opportunities with industry.

g. Travel for attending trade, technical missions, meeting/conference, among other

kind of events upon request.

h. Promote the use and awareness of U.S. soybeans and soybean products

according to USSEC’s strategic plan.

3. Program implementation:

a. Stay up to date and comply with USSEC’s and its Funding Source’s policies.

b. Stay up to date and comply with USSEC’s regional operational procedures.

c. Identify a trade team of customers that should be targeted based on the purpose

of the event.

d. Propose hosted and/or non-hosted events for approval from the Regional

Director. The event type can fall under one of the following:

i. Conference

ii. Seminar

iii. Technical Training

iv. Site Visits with Technical Consultant

v. Trade Team

vi. Trade show

vii. Feeding Demonstration

viii. Market Research

ix. Sponsorship

x. Subscription

xi. Advertisement

xii. Publication

xiii. Membership

For each event assigned, you will have to oversee & coordinate activities directly associated

with the development and implementation of events in the region by providing the

documentation required for effective operational execution. Activities such as, but not limited

to:

a. Adhere to timelines, processes, deadlines and templates established by USSEC’s

Americas office such as, but not limited to:

i. Create and provide Project Manager with draft agenda, at least, 6 months prior

to the event.

ii. Provide Project Manager with final agenda, at least 3 months prior to the event.

iii. Identify, select and define speakers and contractors’ activities by providing a

scope of work to Project Manager, at least 3 months prior to the event.

iv. Provide with customer prospect list to Project manager by Identifying key

customers to attend regional events at least 3 months prior to the event.

b. Supervise contractors on assigned projects, overseeing their deliverables, including but

not limited to:

i. Reviewing speakers’ and contractors’ presentations and reports to ensure

alignment with USSEC’s strategic plan.

ii. Collecting speakers’ and contractors’ bios in accordance with Americas Regional

Procedures and timelines.

iii. Ensuring travel authorizations by contractors comply with USSEC regulations and

timelines.

c. Assist in coordinating events in the region with other regional event support specialists,

as needed.

d. Provide scheduled reports, as required.

e. Provide Project managers with estimated dates and an anticipated budget requirement.

f. Provide Project Manager & Americas Regional Project Team Leader with the program

action plan and keep updated.

g. Provide updates on projects with information relevant to achievements on project KPIs´

as well as progress towards project and USSEC goals on promoting U.S. Soy benefits.

Information will be utilized to populate USSEC Monthly reports

SUPPLEMENTAL INFORMATION AND BACKGROUND

BUILDING A PREFERENCE FOR U.S. SOY

USSEC’s strategy can be found here: http://ussec.org/about-ussec/vision-mission/

USB’s Long Range Strategic Plan can be found here: http://unitedsoybean.org/aboutusb/strategic-planning/

We are a dynamic partnership of key stakeholders representing soybean producers, commodity

shippers, merchandisers, allied agribusiness and agricultural organizations.

Through a global network of international offices and strong support in the U.S., we help build a

preference for U.S. soybeans and soybean products, advocate for the use of soy in feed,

aquaculture and human consumption, promote the benefits of soy use through education and

connect industry leaders through a robust membership program.

Our 15-member board of directors is comprised of four members from the American Soybean

Association (ASA), four members from the United Soybean Board (USB), and seven members

representing trade, allied industry, and state organizations.

New board members are seated annually. We are receiving funding from a variety of sources

including soy producer checkoff dollars invested by the USB and various state soybean councils;

cooperating industry; and the American Soybean Association’s investment of cost-share

funding provided by the United States Department of Agriculture’s (USDA) Foreign Agriculture

Service.

The United Soybean Board, created by the 1990 Farm Bill to manage and direct the National

Soybean Checkoff, is dedicated to marketing and research for the soybean industry. USB is

comprised of 73 volunteer soybean farmers representing the interests of fellow growers

nationwide. Each board member is nominated by Qualified State Soybean Boards (QSSBs) and

appointed by the U.S. Secretary of Agriculture.

Because of the limitations on administrative and salary costs established in the Act, USB

outsources the majority of its program management responsibilities to USB’s three primary

contractors:

• SmithBucklin-St. Louis for domestic marketing, new uses, production research and

Board initiative activities;

• Osborn & Barr Communications for communications/public relations activities and;

• U.S. Soybean Export Council (USSEC), Inc. for international marketing and global

opportunities activities.

As one of these three primary contractors USSEC may also undertake initiative activities on

behalf of USB. USB considers primary contractor staff (approximately 60 people) as core

USB staff. These three primary contractors use a number of subcontractors and, together,

these entities carry out approximately 450 projects each year for USB. USB also manages

approximately 10 subcontractors.