1. 4-H and Tractor Supply Company Year 2 Partnership Webinar August 10, 2011

2. 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 2

3. Anarosa Rohan  Cause & Retail Partnerships Manager Julie Conn  Cause Partnership Coordinator Welcome & Introductions 3

4. 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? 4

5. 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 5

6. 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 6

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

8. Paper Clover Materials Cont’d Half Page Ad Customizable Poster 8

9. In-store Paper Clover Materials Co-branded Paper Clovers Paper Clover Posters Tracking poster Table Tent Cards 9

10. Login required to access toolkit materials User ID: paperclover@4-H.orgpaperclover@4-H.org Pass code: paperclover QR Codes on creative pieces link to www.tractorsupply.com/4-H 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 10

11. 4-H and Tractor Supply Company Partnership Mini-Site 11 Visit: www.tractorsupply.com/4-Hwww.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

12. 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 12 th 12

13. 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 13

14. 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 14

15. Paper Clover Fund Distribution 15

16. 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 16

17. 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 17

18. 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 18

19. 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 19

20. 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 20

21. 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 21

22. 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 22

23. 1)Encourage counties to register in-store events online http://www.tractorsupply.com/4-H http://www.tractorsupply.com/4-H 2)Visit 4-H.org for promotional materials and toolkit http://www.4-h.org/paper-clover-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 301-961-2819jconn@fourhcouncil.edu Next Steps… 23

24. Feedback & Questions 24

25. 25 4-H is the youth development program of our nation's Cooperative Extension System.