get real. get Maine! – A Recognized Brand for Farmers and Producers

Agricultural Resources Development Our Mission: To encourage agricultural development and sustainability through education, annual industry events, technical assistance, research, economic development and environmental stewardship of Maine’s existing and future farm businesses.

Marketing Development Team Lester Dancer – Research and Planning Assistant Stephanie Gilbert – Farm Viability/Farmland Protection Specialist Samantha Howard - Agricultural Promotions Coordinator Melissa Jordan – Agricultural Events / State Fairs Coordinator Jessica Nixon – Director of Marketing Development David Rocque – State Soil Scientist Ashley Sears – Marketing Specialist/Special Projects Julie Waller – Research and Planning Associate - Senior Farm Share

History of Brand Branding Program officially began in 2000 when it replaced the previous “Maine Produces” branding program Funded initially in 2000 and annually until 2006 with annual appropriation of $250,000 In 2006 program appropriation was reduced to $83,250 As of today: Promotion costs are covered out of the general fund along with entire division operations at $123,000 per fiscal year Logo materials fund that is held exclusively for reprinting at cost or below cost logo materials, with annual revenue of $2- 3,500.

History of Brand (continued) Initial Components of Promotional Campaign Special Events with the Governor 30 Second TV ad spots – aired statewide 2002/2003 Farmers Market TV spot – aired 2004 in Portland region Maine Menus Month 2000-2003 Seasonal Newspaper inserts

History of Brand (continued) Initial Components of Promotional Campaign (continued) Public Access Television Spots 2002 Consumer Awareness Survey 2003 Pilot Small Grocery Signage Program Printed Consumer and Wholesale Buyer Guides 2003 “Focus on the Farm”, Cable and Channel 6 series

History of Brand (continued) Initial Components of Promotional Campaign (continued) Promotional website for farmers getrealmaine.com Various TV, Radio and Print Ads Point of Sale Materials – shelf wobblers, stickers, signage and logo sharing for printing

Growth of Farmer Participation

Benefiting Farms Free online public website listing Promotion of products and services Access to member only forums Utilization of logo artwork and promotional resources Promotion association with all brand promotions Special event participation and category promotions Searchable database for other products and service providers At cost branded point of sale and promotional items Free use of logo artwork on packaging

Connection with Consumers Local farmers and producers can be located online Specific products and services can be located by county or zip code Special agricultural events and promotions for consumers are highlighted Searchable listings for where to buy including farm stands, farmers markets, wholesale growers

Current Marketing Efforts Website Membership, Custom URL and Service Provider Directory Facebook – connecting with consumers and industry YouTube – geared towards helping farmers with site E-Newsletter – Monthly to industry members Print – Promotion in travelMaine, Annual Food and Farms Newspaper Supplement (Nearly 200,000 copies) Special Projects – Agritourism Map, Wholesale Networking Fairs and promotions at Local, Regional and National Events ex: Agricultural Trades Show, Maine Harvest Festival, Maine Restaurant & Lodging Show; (new) PMA Fresh Summit Pavilion in Florida Sponsorship of Agricultural Programs ex: Maine Knead Conference, Maine Farm to School Network, Maine Grocers Association

Critical Research Being Conducted! Collaboration with the University of Maine Cooperative Extension for consumer market research by engaging UMaine Marketing Research students State branding research: Different programs across the country are being analyzed by DACF professionals to look at promotional structures, guidelines and tools available Research will guide brand strategy and explore growth opportunities

Additional Marketing Efforts Critical Research Underway: Maine Farm Agricultural Resource Management and Sustainability Program Ongoing Farm and Industry Research Expanding into Consumer Research Recognizing the sustainable agricultural accomplishments of the Maine farming community Current recognition exploration areas include Livestock Cropland Specialty Crops Value Added

We want to hear from you! Any marketing, promotion or sponsorship questions or suggestions please contact: Jessica.L.Nixon@maine.gov 207-287-3491