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

Marketing Barriers

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 Marketing1. A fun, engaging project

Calendars

Books

Events

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

Make a Splash!!1. Use photos2. Tell stories3. Get mileage out of you efforts4. 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 creativee.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. 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

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