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4-H and Tractor Supply Company Year 2 Partnership Webinar

4-H and Tractor Supply Company Year 2 Partnership Webinar. August 10, 2011. Agenda. Welcome & Introductions Fall Paper Clover Overview New for Fall Paper Clover New Login for Promotional Toolkit New Awards for County and State Fund Distribution Partnership Components Update

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4-H and Tractor Supply Company Year 2 Partnership Webinar

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  1. 4-H and Tractor Supply Company Year 2 Partnership Webinar August 10, 2011

  2. Agenda • Welcome & Introductions • Fall Paper Clover Overview • New for Fall Paper Clover • New Login for Promotional Toolkit • New Awards for County and State • Fund Distribution • Partnership Components Update • Questions & Feedback

  3. Welcome & Introductions • Anarosa Rohan • Cause & Retail Partnerships Manager • Julie Conn • Cause Partnership Coordinator

  4. Who is Tractor Supply Company? • Largest operator of retail farm and ranch stores in U. S. • 1,020 stores in 44 states • Del’s Feed & Farm Supply (27 stores in HI, ID, OR, WA)

  5. 4-H TSC Paper Clover Promotions • Two Annual Paper Clover Fundraisers • Fall 2011: Prior to National 4-H Week • Wednesday, September 21 - Sunday, October 2 • Spring 2012: Date TBD

  6. Local 4-H Participation • Agents/volunteers should reach out to store managers and get involved as in-store 4-H presence = increased funds • TSC is challenging store managers to build relationships with local 4-H partners and help increase 4-H presence at the store during promotion • Promote Paper Clover through local channels • Social media outreach (Facebook, Twitter)

  7. Paper Clover Promotional Materials • Template Press Release • Customizable Ads and Flyers • ¼, ½, and full size Ads • Web promo ad • In-store event tip/idea sheet • New: Template language for Facebook and Twitter posts • New: County office mailer with free promo poster Toolkit: http://www.4-h.org/paper-clover-toolkit/

  8. Paper Clover Materials Cont’d Half Page Ad Customizable Poster

  9. In-store Paper Clover Materials • Co-branded Paper Clovers • Paper Clover Posters • Tracking poster • Table Tent Cards

  10. Also New for Paper Clover • Login required to access toolkit materials User ID: paperclover@4-H.org Pass code: paperclover • QR Codes on creative pieces link to www.tractorsupply.com/4-H • Event registration • Tracking top states and stores during promotion • 4-H Participation Contests Awards • Measure participation • Provide monetary rewards to county and state for local participation

  11. 4-H and Tractor Supply CompanyPartnership Mini-Site Visit: www.tractorsupply.com/4-H Register your Paper Clover in-store event here for a chance to win a weekly $250 gift certificate to the 4-H Mall

  12. New 4-H Incentives and Awards Awards for States • Local Participation = More State Funds! • Measured by the events registered on the mini-site • Proportional by # of stores/state • If 75% of stores in your state have a 4-H registered event, the state wins below participation awards Breakdown: • 1-10 stores/state: $250 • 11-25 stores/state: $500 • 26+ stores/state: $1,000 Awards for Counties • Be the face of the next Paper Clover! • Store and partnering local 4-H program that sells the most Paper Clovers wins a professional photo shoot • Images will be used for next national TSC Paper Clover event • $250 Gift Certificate to 4-H Mall • Register in-store event on TSC/4-H mini-site • One weekly random drawing of registered events wins; 6 drawings until the week of September 12th

  13. In-Store Event Ideas • 4-Her carry out service • Set up a table at the store to showcase 4-H events • Bring animals to the store and hold demonstrations • BBQ Cookout with hamburgers & hotdogs • Have 4-Hers give demonstrations in their project area • Set up a game customers can participate in

  14. Maximizing Fundraiser Success • Have 4-Hers at the store during the promotion • Notify the participating counties in your state to support the promotion • Encourage counties to set goals with their TSC store manager • Encourage to send a thank you to your manager after promotion

  15. Paper Clover Fund Distribution

  16. Fund Distribution Cont’d States with 1862 & 1890 Institutions • 60% of funds remain at county level • 10% of funds go to state level • 5% to 1862 Institution • 5% to 1890 Institution • 30% of funds go to National 4-H Council to underwrite the cost of the program

  17. Fund Distribution States with 1862 Institution Only: • 65% of funds remain at county level • 5% of funds go to 1862 Institution • 30% of funds go to National 4-H Council to underwrite the cost of the program

  18. Memorandum of Understanding • New MOU for Fall 2011 and Spring 2012 • Expect MOU before promotion begins • Please check bank accounts to ensure funds have arrived if receiving via EFT

  19. Receiving Funds • TSC will send National 4-H Council a lump sum check of all funds raised within 30 days of promotion ending & detailed report for each store • National 4-H Council will distribute to state foundations within two business weeks via EFT transfer and provide a breakdown of each county’s portion • State foundations will distribute to counties within two business weeks

  20. Receiving Funds • Once funds are received, please notify the counties so that volunteers/clubs that participated in the event are aware • Questions about fund distribution should be directed to the state foundation or National 4-H Council • Please do not contact your TSC manager as they will not have the proper information!

  21. Key Components of Partnership • Beginning Year 2 of 3-Year Partnership • Reusable Bags • Supports 4-H nationally • DuMor Show Feed • For every bag of DuMor sold, TSC will donate $0.25 to 4-H Animal Science curriculum • TSC Clover Card • Discontinued

  22. Relationship Benefits for 4-H For 4-H…. For TSC… 4-H promotion of TSC as caring corporate citizen Increased visibility on local level/connection to communities and people = new customer acquisition Reusable bag program helps offset partnership marketing costs • Increased visibility on local/national level • Funds to support national, state, and local 4-H programming • New media opportunities • Access to new volunteers/members

  23. Next Steps… • Encourage counties to register in-store events online http://www.tractorsupply.com/4-H • Visit 4-H.org for promotional materials and toolkit http://www.4-h.org/paper-clover-toolkit/ • Spread the word through your 4-H channels and to counties National Paper Clover Contact: Julie Conn, Cause Partnerships Coordinator, jconn@fourhcouncil.edu or 301-961-2819

  24. Feedback & Questions

  25. 4-H is the youth development program of our nation's Cooperative Extension System.

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