Promoting Rural Development for a Stronger America May 2, 2012 - By: Kristin DeSutter, Whitney Lynch, & Bianca Rog

Agenda

1. Opportunity2. Primary research3. Key publics4. Goals & objectives5. Messages6. Tactics7. Timeline8. Budget 9. Evaluation

Problem

Getting the message out

Opportunities

-Leading media channel among farmers

-Used by 62% of our target market

-44.2% of farmers have a high-speed connection

-Fragmentation

Primary Research Objectives

1. To determine the types and variety of agricultural products VAPG participants harvest

2. To uncover VAPG participants’ experiences with each step of the initiative

3. To examine the VAPG participants’ personal beliefs on the importance of consumer interaction as a critical aspect of their business

4. To discover the future goals of VAPG businesses

Primary Research Results

Pros: -A "jump-start"-Keeps small businesses alive-Expansion -Produces pride-Consumer interaction

Cons:

-Applying for program -Paperwork- Professional grant writer

One participant said he spent 30 to 40 hours working on the application process.

Primary Research Overview

1. Produced pride

2. Interaction with consumers

3. Growth of business

Key Publics

1. Farmers passionate about business and seeking to self-operate

2. Energy conscious farmers who like to be on the cutting-edge of new technology and business practices

3. Livestock farmers who are seeking independence and strive to support their family with farming

4. Specialty farmers who are seeking independence and strive to support their family with farming

5. Community involved farmers who enjoy networking and making connections/relationships

AwarenessGoal #1

EducationGoal #2

ApplicationGoal #3

Key Messages

Producing Pride

Tactics1. Print public service announcements

Tactics2. VAPG webpage on IL Rural Development website

Timeline

May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr.

Web

Radio

Paper

Magazine

Evaluation

Budget Breakdown

105 print PSAs

Envelope labels

Postage

Qualtrics

Survey drawing$500.00

Total cost = $1,050.79

$50.79 $12.79

$38.08

$500.00

Campaign Evaluation

Two-fold analysis: 1. Social media analysis: MIT Sloan Management Review

2. Post-evaluation survey

Thank you!