1. Marketing SNAP at your Farmers Market
Farmers Market Federation of NY Webinar
February 21, 2018
Margaret O’Neill

2. Keys to Effective Marketing of SNAP at your Farmers Market:
Know WHO your Audience is
Know WHERE your Audience is
Determine HOW to reach your Audience

3. Using Data to Inform Decisions
Information is POWER.
Data about your Market, your community, and your potential audiences can inform decisions in order to maximize impact and make good use of limited resources.

4. Sources of Data... State & Federal Agencies Customers
Information you collect from your Market

5. NYS Office of Temporary & Disability Assistance..the WHO
How many people in your county receive SNAP benefits, and what is the $ value of SNAP benefits to your county?
Scope of SNAP audiences and allocations by county

6. http://otda.ny.gov/ 1. Programs & Services 2. Resources & Data
3. Monthly Caseload Data
4. Select Year and Month
5. Table #16
Distribute evaluation planning worksheet. Small groups if time permits.

11. Determine SNAP Audiences by Zip Code…the WHERE
NYS Office of Temporary & Disability
Department of Family Assistance, District Office
Identify your local district office and develop a contact there

12. Greater Rochester SNAP Collaborative – USDA Grant
Unified Effort to Increase SNAP usage at 5 Rochester area Farmers Market:
Community Wide Marketing Effort to increase Awareness of SNAP & FMs
Development of a SNAP Token Center at the Rochester Public Market
Market Staff Salary Support

13. Data From Customer Focus Group – Why they Shop at FMs
Fresh Foods
Affordability
Support Local Farmers
Health Benefits
Family Fun

14. Focus Group – Recommended Messages…the HOW
Availability of Markets
Increase Awareness of Incentives ( ex: Fresh Connect Checks)
Promote Produce, especially Fruit
Fun of all

15. Focus Group – Recommended Delivery of Messages
Trusted Individuals: Mayor, SNAP Shoppers, Foodlink Nutrition Educators, Vendors, Community Partners
Where to Deliver Message – Health offices, Social Services, Libraries, Community Agencies, Schools
Venues: Buses, Radio, TV, Flyers, Point of Sale

16. Marketing Materials Developed:
Print Materials: Flyers, Posters, Banners, A-Frame Signs, Retractable Signs, Business Cards, Post Cards, Table Runners
Paid Adverting: Buses, Radio, TV, Newspapers
FarmersMarketsROC.org website
Community Events: Health Fairs, Festivals, Community outreach

17. Farmers Markets ROC Collaborative – Flyer, Poster

18. Farmers Markets ROC Collaborative – Business Card

19. Farmers Markets ROC Collaborative – Retractable Sign

20. Farmers Markets ROC Collaborative – Transit Signs

21. Market Token Center - RPM

22. Collecting and Using Data to Market SNAP…
Can help to answer questions, and provide input to inform decisions.

23. Marketing SNAP at Your Farmers Market…
Reaching out to SNAP audiences is a Win-Win – providing healthy affordable foods to everyone in the community, while supporting local agriculture