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

2. 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.

3. 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

4. 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.

5. 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
Seasonal Newspaper inserts

6. 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

7. 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

8. Growth of Farmer Participation

9. 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

11. 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

12. 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

13. 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

14. 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

15. We want to hear from you! Any marketing, promotion or sponsorship questions or suggestions please contact: