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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. Increase business for individual entrepreneurs. Jason Heki, IA.

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Farmers Renewing the Countryside through Diversification

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  1. Farmers Renewing the Countryside through Diversification National RME Conference April 7 & 8, 2005 Renewing the Countryside Jan Joannides

  2. Creative, Collaborative Marketing Strategies • Increase business for individual entrepreneurs Jason Heki, IA

  3. Creative, Collaborative Marketing Strategies • Increase business for individual entrepreneurs • Increase visibility and legitimacy of sector

  4. Creative, Collaborative Marketing Strategies • Increase business for individual entrepreneurs • Increase visibility and legitimacy of sector • Increase support from general public and policymakers

  5. 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. 6 Marketing Barriers Farmers Face • Time • Money • Personality • Expertise • Legitimacy • Reach

  7. Marketing Barriers • Time • Money • Personality • Expertise • Legitimacy • Reach

  8. Marketing Barriers • Time • Money • Personality • Expertise • Legitimacy • Reach

  9. Marketing Barriers • Time • Money • Personality • Expertise • Legitimacy • Reach Audrey Arner & Richard Handeen, Montevideo, MN

  10. Marketing Barriers • Time • Money • Personality • Expertise • Legitimacy • Reach Greg Nolan, Snowy Pines Reforestation

  11. Marketing Barriers • Time • Money • Personality • Expertise • Legitimacy • Reach Mac Watson, Sante Fe, NM

  12. Marketing Barriers • Time • Money • Personality • Expertise • Legitimacy • Reach Mary Jane Butters, Mary Janes Farms, Moscow, ID

  13. Strategy: Joint Marketing • A fun, engaging project • Partners who will benefit 3. A team to make it happen

  14. Strategy: Joint Marketing • A fun, engaging project Calendars Books Events

  15. Strategy: Joint Marketing 2. Partners who will benefit Like-minded organizations & businesses Place-based partners Advocacy groups

  16. Strategy: Joint Marketing 3. A team to make it happen Organizers Fundraisers Medium experts Marketers

  17. Make a Splash!! • Use photos • Tell stories • Get mileage out of you efforts • Make it fun

  18. Example: Cool Calendars

  19. Example: Cool Calendars

  20. Example: Cool Calendars

  21. Go for Quality • A camera ≠good photographs • A pen (or computer) ≠ good stories • A color printer ≠ good design

  22. Go for Quality • A camera ≠good photographs

  23. Go for Quality • A pen (or computer) ≠ good stories Know your audience Tell what is compelling Make it simple Make it personal

  24. Go for Quality 3. A color printer ≠ good design Consult a professional Make it simple Embrace white space

  25. Go for Quality • Budget for professionals • Find qualified volunteers • Be creative e.g. Northland College e.g. MN College of Art and Design

  26. Get Mileage out of Your Efforts • Create a buzz

  27. Get Mileage out of Your Efforts • Create a buzz • Repackage, repackage, repackage Rosie Carter & Chuck Barry, Stone Free Farm, Ariolla, CO

  28. Example: Media Kit • Develop customized press release • Learn how the media works • Build relationships with media • Take advantage of available resources

  29. Get Mileage out of Your Efforts • Create a buzz • Repackage, repackage, repackage 3. Build on your efforts

  30. Results • Increase business for individual entrepreneurs

  31. Results • Increase business for individual entrepreneurs • Increase visibility and legitimacy of sector

  32. Results • Increase business for individual entrepreneurs • Increase visibility and legitimacy of sector • Increase support from general public and policymakers

  33. 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

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