SEAD Motor Awards Competition – Outreach and Promotion


On behalf of the Super-efficient Equipment and Appliance Deployment (SEAD) Initiative, the Collaborative Labeling and Appliance Standards Program (CLASP) is seeking a Contractor to build relationships with and effectively engage manufacturers, retailers, and industry stakeholders to promote the SEAD Global Efficiency Medal competition and award-winning electric motors.

It is envisioned that this project will commence in June 2014 to be completed by April 2015. Further details about the project are provided below, along with instructions for proposal submission.

About SEAD and CLASP

SEAD is a voluntary international government collaboration whose primary objective is to advance global market transformation for energy efficient products.  Improvements in appliance and equipment energy efficiency offer enormous opportunities to reduce global energy consumption and carbon emissions, while simultaneously lowering energy costs for consumers, businesses, and institutions. The SEAD Initiative is making it easier for governments and the private sector to capitalize on this opportunity by fostering the sharing of technical information and program design insights and supporting market transformation efforts such as awards, incentives, and procurement. Measures taken by participating governments since the launch of the initiative in 2010 may save up to 170 terawatt-hours of electricity per year and 1,800 petajoules of natural gas and oil by 2030[1].

CLASP is an international not-for-profit organization whose mission is to improve the environmental and energy performance of the appliances and related systems we use every day, lessening their impacts on people and the world around us. CLASP serves as the Operating Agent for SEAD.  As the Operating Agent, CLASP uses its extensive experience in energy efficiency standards and labeling (S&L) for appliances and equipment to support SEAD activities.

[1] As of January 2014, SEAD member governments are: Australia, Brazil, Canada, the European Commission, France, Germany, India, Japan, Korea, Mexico, Russia, South Africa, Sweden, the United Arab Emirates, the United Kingdom, and the United States. China is an observer to SEAD.

Project Background

On 3 June 2013, SEAD launched its third Global Efficiency Medal competition, which will identify and recognize highly energy-efficient electric motors. The awards program is a winner-takes-all competition that will advance efficiency improvements in motors by:

  1. Recognizing products with the best energy efficiency performance;
  2. Guiding buyers who want to purchase top-performing models; and
  3. Demonstrating the levels of efficiency that are achievable with commercially available and emerging technologies.

Electric motor-driven systems (EMDS) account for 44%-46% of electricity end-use globally. The operating cost of medium and large size motors over the life of a motor can dwarf the initial purchase price. In North America alone, cost-effective efficiency technologies and practices can reduce the industrial motor-system electricity demand by 11%-18% and save between US$3 billion to $5 billion a year (Waide & Brunner, 2011).

The competition will recognize the most energy-efficient IEC and NEMA induction motors nominated in various size categories across 4 regions. The competition will also recognize the top performing model in each size category across all competition regions (via an international award), and super-efficient new technology products. By recognizing both commercially available as well as emerging technologies, the competition is intended to accelerate efficiency gains in existing technologies and speed the introduction of new technologies into global markets. For more information regarding the award categories and competition requirements, please visit www.superefficient.org/MotorAwards.

Increased sales of award-winning electric motors can result in significant energy savings. Winners will be announced in September 2014 and recognized at a global awards ceremony in October 2014.


The primary objective of this project is to ensure that manufacturers, retailers, and industry stakeholders (such as utilities and energy efficiency organizations) promote the SEAD Global Efficiency Medal competition and award-winning electric motors.

Scope of Work

The Contractor will be responsible for developing and implementing a strategy to build relationships with and effectively engage target audiences to promote the SEAD Global Efficiency Medal competition and award-winning electric motors. Deliverables developed as part of this effort will be shared with participating SEAD governments to promote the competition across award regions. Specific work activities include the following:

  • The Contractor will prepare a strategy document that:
    • Identifies and prioritizes target audiences, including but not limited to manufacturers, distributors, energy efficiency organizations, electric utility companies, and electric motor purchasers;
    • Identifies target audiences’ goals and needs; and
    • Develops concise and compelling messaging that is consistent with SEAD’s position statement and existing messaging themes (which will be provided upon initiation of contract) for each target audience.

  • Upon approval and finalization of the strategy document, the Contractor will develop a corresponding implementation plan that:
    • Details both short-term and long-term outreach activities based on achieving the project objectives described above;
    • Prioritizes outreach activities for each target audience, allowing for phased implementation over time, as resources permit; and
    • Develops outreach tactics and corresponding materials to meet goals and needs of target audiences (e.g., a toolkit of SEAD award promotion materials to be distributed to award-winning manufacturers upon winners’ notification, draft press releases, catalogue materials, etc.).

  • Upon approval and finalization of the implementation plan, the Contractor will execute the plan to achieve the following:
    • Establish partnerships with manufacturers, purchasers, and industry stakeholders to result in one or more promotions for award-winning products ; and
    • Increase promotion of SEAD Global Efficiency Medal competition and award-winning products, including integration of the SEAD Global Efficiency Medal on websites and catalog listings for winning products.

As appropriate, the Contractor will communicate to CLASP:

  • The perceived value by manufacturers of participating in the competition;
  • Manufacturer plans to promote awards, including possible logo placement on promotional materials for winning products; and
  • Support and/or materials needed for manufacturers to effectively promote the competition.

CLASP and the US Department of Energy Office of International Affairs will be available for a kickoff meeting and periodic consultation throughout the strategy development and implementation process.



SEAD Electric Motors Awards Outreach and Promotion will commence in June 2014 and should be completed by April 2015. The timeline for the development and implementation of specific deliverables will be coordinated with the selected Contractor for this project.

Selection Criteria

CLASP seeks assistance from teams of qualified Contractors with a record of accomplishment and expertise in the following areas:

  • Outreach and relationship building with electric motor manufacturers, associations, and purchasers; and
  • Messaging and materials development, with specific communications expertise.

CLASP is interested in the quality of a Contractor’s strategic abilities; success in engaging and working with motor manufacturers, industry associations, and purchasers; proven communications expertise; and ability to simultaneously “think big” and attend to details.

A committee appointed by CLASP, consisting of CLASP staff and external advisors, will evaluate project and financial proposals received from respondents. The criteria used to determine the winning proposal will include:

  • Experience designing and executing effective outreach and engagement strategies;
  • Experience conducting outreach, promotion, and marketing in the energy, energy efficiency, and/or environmental sectors. Priority will be given to firms with experience appliance and/or product manufacturers;
  • Understanding of the SEAD Initiative and the SEAD Global Efficiency Medal competition, its objectives and activities, and issues related to energy efficiency; and
  • Total cost of plan.

Proposals will be evaluated using a Quality and Cost-Based Selection (QCBS) method, with weights of 60 percent towards project proposal quality and team and organization experience, and 40 percent towards proposed costs. Additional information about CLASP’s selection process is available here.

All questions may be directed to Debbie Karpay Weyl at dkarpay@clasponline.org or (202) 662-7431. Proposals submitted directly to anyone at CLASP will not be considered.



Companies and organizations that wish to bid on this project must first register as a CLASP Implementing Partner. Registration is easy, and must be completed via the CLASP website before final submittal.

Applicants are required to submit two separate proposals: a Technical Proposal and a Financial Proposal. The files should be named as per the following examples:

  • [Contractor Name]_TechnicalProposal_RFP2-14
  • [Contractor Name]_FinancialProposal_RFP2-14

The Technical Proposal should not exceed 25 pages in length and must include the following elements:

  • Background and introduction to the project;
  • Detailed approach and methodology for development of strategy document and implementation plan;
  • Detailed timeline of deliverables and milestones;
  • A summary of qualifications relevant to this assignment;
  • A description of the Contractor’s experience with energy efficiency or related issues;
  • No more than three examples of project experience that best illustrate the Contractor’s ability to meet the project objectives and carry out SEAD’s communications priorities; and
  • A summary of qualifications for key personnel that will be engaged in the project, along with a description of each person’s role.

The Financial Proposal must include the following elements:

  • Cost breakdown (in days) of the level of effort and costs for each deliverable and project milestone, associated with each team member that will be engaged in the project;
  • List of anticipated out-of-pocket expenses; and
  • Description of the Contractor’s policies, controls, and track record of accomplishing proposed results within budget.
  • All cost estimates must be in US Dollars.

If necessary for the selection process, CLASP may request additional information from any applicant.

All proposals must be submitted electronically by May 2, 2014 via the CLASP website using the “Submit Bid” button above and filling out all the requested information. Any proposal not addressing each of the previously mentioned requirements can be considered non-responsive and rejected without further review. Late proposals will be rejected without being considered. Revisions or additions to the proposal will not be accepted after the due date unless specifically invited by CLASP.

Additional Information

Applicants interested in learning more about the work of CLASP and the SEAD Initiative are encouraged to visit the following websites:

Funding for this project is provided by the U.S. Department of Energy.

Summary of Bids and Decisions

This RFP was revised and re-released as RFP #5-14.