4-H and Tractor Supply Company

Year 2 Partnership Webinar

August 10, 2011

• 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

Agenda

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• Anarosa Rohan Cause & Retail Partnerships Manager

• Julie Conn Cause Partnership Coordinator

Welcome & Introductions

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• 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)

Who is Tractor Supply Company?

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• Two Annual Paper Clover Fundraisers

Fall 2011: Prior to National 4-H Week Wednesday, September 21 - Sunday, October 2

Spring 2012: Date TBD

4-H TSC Paper Clover Promotions

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• 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)

Local 4-H Participation

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• 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

Paper Clover Promotional Materials

7Toolkit: http://www.4-h.org/paper-clover-toolkit/

Paper Clover Materials Cont’d

Half Page Ad Customizable Poster

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In-store Paper Clover Materials

• Co-branded Paper Clovers

• Paper Clover Posters

• Tracking poster

• Table Tent Cards

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• Login required to access toolkit materialsUser ID: paperclover@4-H.orgPass 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

Also New for Paper Clover

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4-H and Tractor Supply CompanyPartnership Mini-Site

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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

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

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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

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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

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Paper Clover Fund Distribution

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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

Fund Distribution Cont’d

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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

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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

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• 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

Receiving Funds

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• 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!

Receiving Funds

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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

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Relationship Benefits for 4-H

For 4-H….

• Increased visibility on local/national level

• Funds to support national, state, and local 4-H programming

• New media opportunities

• Access to new volunteers/members

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

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1) Encourage counties to register in-store events online http://www.tractorsupply.com/4-H

2) Visit 4-H.org for promotional materials and toolkit http://www.4-h.org/paper-clover-toolkit/

3) 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

Next Steps…

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Feedback & Questions

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