Download Farmers Renewing the Countryside through Diversification

Farmers Renewing the
Countryside through
Diversification
National RME Conference
April 7 & 8, 2005
Renewing the Countryside
Jan Joannides
Creative, Collaborative
Marketing Strategies
1. Increase business for individual
entrepreneurs
Jason Heki, IA
Creative, Collaborative
Marketing Strategies
1. Increase business for individual
entrepreneurs
2. Increase visibility and legitimacy of
sector
Creative, Collaborative
Marketing Strategies
1. Increase business for individual
entrepreneurs
2. Increase visibility and legitimacy of sector
3. Increase support from general public and
policymakers
The Actors
Farmers
Renewing the Countryside
Riley Starks & Judy
Olsen, The Nettles
(Lummi Island, WA)
Der Thao & Nikk
Cha & family
(St. Paul, MN)
Jack Ehrhardt
ACE Builders
(Kingman, AZ)
6 Marketing Barriers
Farmers Face
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Marketing Barriers
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Marketing Barriers
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Marketing Barriers
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Audrey Arner & Richard Handeen,
Montevideo, MN
Marketing Barriers
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Greg Nolan, Snowy Pines Reforestation
Marketing Barriers
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Mac Watson, Sante Fe, NM
Marketing Barriers
1.
2.
3.
4.
5.
6.
Time
Money
Personality
Expertise
Legitimacy
Reach
Mary Jane Butters,
Mary Janes Farms, Moscow, ID
Strategy: Joint Marketing
1. A fun, engaging project
2. Partners who will benefit
3. A team to make it happen
Strategy: Joint Marketing
1. A fun, engaging project
Calendars
Books
Events
Strategy: Joint Marketing
2. Partners who will benefit
Like-minded organizations &
businesses
Place-based partners
Advocacy groups
Strategy: Joint Marketing
3. A team to make it happen
Organizers
Fundraisers
Medium experts
Marketers
Make a Splash!!
1.
2.
3.
4.
Use photos
Tell stories
Get mileage out of you efforts
Make it fun
Example: Cool Calendars
Example: Cool Calendars
Example: Cool Calendars
Go for Quality
1. A camera ≠good photographs
2. A pen (or computer) ≠ good stories
3. A color printer ≠ good design
Go for Quality
1. A camera ≠good photographs
Go for Quality
2. A pen (or computer) ≠ good stories
Know your audience
Tell what is compelling
Make it simple
Make it personal
Go for Quality
3.
A color printer ≠ good design
Consult a professional
Make it simple
Embrace white space
Go for Quality
1. Budget for professionals
2. Find qualified volunteers
3. Be creative
e.g. Northland College
e.g. MN College of Art and Design
Get Mileage out of
Your Efforts
1. Create a buzz
Get Mileage out of
Your Efforts
1. Create a buzz
2. Repackage,
repackage,
repackage
Rosie Carter & Chuck Barry,
Stone Free Farm, Ariolla, CO
Example: Media Kit
1.
2.
3.
4.
Develop customized press release
Learn how the media works
Build relationships with media
Take advantage of available resources
Get Mileage out of
Your Efforts
1. Create a buzz
2. Repackage, repackage, repackage
3. Build on your efforts
Results
1. Increase business for individual
entrepreneurs
Results
1. Increase business for individual
entrepreneurs
2. Increase visibility and legitimacy of
sector
Results
1. Increase business for individual
entrepreneurs
2. Increase visibility and legitimacy of
sector
3. Increase support from general public
and policymakers
Acknowledgments
Thanks to the W. K. Kellogg Foundation,
Northwest Area Foundation, USDA
Cooperative State Research, Education
and Extension Service, the Bush Foundation,
and the Minneapolis Foundation who
generously support the work of
Renewing the Countryside.
Photo credits: Jim Andersen, Doug Beasley, Jerry DeWitt,
Bruce Hucko, Charlie Laurel, Brett Olson