1. Promoting Rural Development for a Stronger America May 2, 2012 - By: Kristin DeSutter, Whitney Lynch, & Bianca Rog

2. Agenda 1.Opportunity 2.Primary research 3.Key publics 4.Goals & objectives 5.Messages 6.Tactics 7.Timeline 8.Budget 9.Evaluation

3. Problem Getting the message out

4. Opportunities -Leading media channel among farmers -Used by 62% of our target market -44.2% of farmers have a high-speed connection -Fragmentation

5. Primary Research Objectives 1. To determine the types and variety of agricultural products VAPG participants harvest 2. To uncover VAPG participants’ experiences with each step of the initiative 3. To examine the VAPG participants’ personal beliefs on the importance of consumer interaction as a critical aspect of their business 4. To discover the future goals of VAPG businesses

6. Primary Research Results Pros: -A "jump-start" -Keeps small businesses alive -Expansion -Produces pride -Consumer interaction Cons: -Applying for program -Paperwork - Professional grant writer One participant said he spent 30 to 40 hours working on the application process.

7. Primary Research Overview 1. Produced pride 2. Interaction with consumers 3. Growth of business

8. Key Publics 1.Farmers passionate about business and seeking to self-operate 2.Energy conscious farmers who like to be on the cutting-edge of new technology and business practices 3.Livestock farmers who are seeking independence and strive to support their family with farming 4.Specialty farmers who are seeking independence and strive to support their family with farming 5.Community involved farmers who enjoy networking and making connections/relationships

9. Awareness Goal #1

10. Education Goal #2

11. Application Goal #3

12. Key Messages

13. Producing Pride

14. Tactics 1. Print public service announcements

15. Tactics 2. VAPG webpage on IL Rural Development website

16. Timeline MayJuneJulyAug.Sept.Oct.Nov.Dec.Jan.Feb.Mar.Apr. Web Radio Paper Magazine Evaluation

17. Budget Breakdown Total cost = $1,050.79 $50.79$12.79 $38.08 $500.00

18. Campaign Evaluation Two-fold analysis: 1. Social media analysis: MIT Sloan Management Review 2. Post-evaluation survey

19. Thank you!