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 ActorsFarmers
Renewing the Countryside
Jack EhrhardtACE Builders
(Kingman, AZ)
Der Thao & Nikk Cha & family
(St. Paul, MN)
Riley Starks & Judy Olsen, The Nettles
(Lummi Island, WA)
6 Marketing Barriers Farmers Face
1. Time
2. Money
3. Personality
4. Expertise
5. Legitimacy
6. Reach
Marketing Barriers
1. Time
2. Money
3. Personality
4. Expertise
5. Legitimacy
6. Reach Audrey Arner & Richard Handeen, Montevideo, MN
Marketing Barriers
1. Time
2. Money
3. Personality
4. Expertise
5. Legitimacy
6. Reach Greg Nolan, Snowy Pines Reforestation
Marketing Barriers
1. Time
2. Money
3. Personality
4. Expertise
5. Legitimacy
6. ReachMac Watson, Sante Fe, NM
Marketing Barriers
1. Time
2. Money
3. Personality
4. Expertise
5. Legitimacy
6. ReachMary 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 Marketing2. Partners who will benefit
Like-minded organizations & businesses
Place-based partners
Advocacy groups
Strategy: Joint Marketing3. A team to make it happen
Organizers
Fundraisers
Medium experts
Marketers
Go for Quality
1. A camera ≠good photographs
2. A pen (or computer) ≠ good stories
3. A color printer ≠ good design
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 creativee.g. Northland College
e.g. MN College of Art and Design
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. Develop customized press release
2. Learn how the media works
3. Build relationships with media
4. 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
2. Increase visibility and legitimacy of sector
Results1. Increase business for individual
entrepreneurs2. Increase visibility and legitimacy of
sector3. Increase support from general public
and policymakers
Acknowledgments
Thanks to the W. K. Kellogg Foundation, Northwest Area Foundation, USDA
Cooperative State Research, Educationand 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