National AgrAbility Project
Plan of Work
2008 - 2012
With Accomplishments for 9/1/09 - 8/31/09
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Overview / Objective 1: Education / Objective 2: Networking / Objective 3: Assistance / Objective 4: Marketing / Objective 5: Accountability
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Program Priority 4 - Marketing: Provide marketing services to SRAPs to enhance their capacity to reach people with disabilities and also increase the general public’s awareness of AgrAbility programs
While marketing is not considered a main priority area in the NAP RFA, it is essential to expanding awareness of the program, which is important for building capacity in the main priority areas. Marketing has been an important aspect of the NAP since BNG began its tenure as the lead organization in 1991, and the current NAP has also initiated a variety of marketing strategies. Therefore, the marketing plan for the proposed NAP will include both the updating of currently or recently used resources and the launching of new marketing initiatives capitalizing on the powerful marketing avenues of the NAP partners.
Objective 4.1: Update Existing Marketing Materials.
Listed activities will involve marketing tools that have proven to be effective and, therefore, should be updated and kept in service. In addition to these specific activities, marketing will also occur through the previously mentioned AgrAbility newsletter and promotional material posted to the NAP website.
Activities
4.1.1 AgrAbility brochure.
It is important to have a concise brochure for potential customers and stakeholders that captures AgrAbility’s essential services and resources. While this piece will be published to the web, it is also important that it be printed for distribution at awareness events and interactions with stakeholders. PM, MS.
Year 1: The NAP will develop a revised version of the current AgrAbility brochure for use by the NAP and SRAPs at public awareness events.
Year 2: The NAP will print 25,000 copies of the brochure and make them available to SRAPs for use with customers and stakeholders. The brochure will be posted on the NAP website.
Expected Outcomes: The NAP and SRAPs will have a high-quality marketing piece, with satisfaction measured through the annual needs assessment.
4.1.2 AgrAbility video.
The NAP produced a widely-viewed AgrAbility video during BNG’s tenure as the lead organization, and the USDA produced an AgrAbility video since the current NAP has been in place. The proposed NAP will examine the best use of these existing videos and produce an updated DVD describing AgrAbility and showing success stories. PM, MS.
Year 1: The NAP will review existing videos, develop a plan for a revised version, and begin production.
All previously completed AgrAbility-related videos have been reviewed and portions digitized for possible use in the proposed video.
Copies of the original AgrAbility have been distributed upon request.
Year 2: The NAP will finish video production, replicate 500 copies of it in DVD format, make them available to the SRAPs, and post the video to the NAP website.
Expected Outcomes: A revised AgrAbility video will be available, and its acceptance by SRAPs will be measured through demand and the annual needs assessment. Viewing of the Internet version will be measured through web traffic statistics.
4.1.3 Public awareness events.
Key agricultural events are attended by large numbers of potential AgrAbility customers and other stakeholders. BNG has been involved in such activities for many years, both as the NAP lead organization and as an individual entity. PD, PM.
Years 1-4: The NAP will participate in at least three regional or national agricultural events as an exhibitor. Selected events in areas not served by SRAPs will be attended. Possible events include the National Farm Progress Show and National Farm Machinery Show.
Expected Outcomes: Hundreds of thousands of individuals will be exposed to AgrAbility-related information. Impact will be measured qualitatively by staff interactions and quantitatively by the amount of resources distributed.
4.1.4 AgrAbility displays.
The NAP has always had a tabletop or freestanding display for use at public awareness events. Purdue Agricultural Communications will assist in producing high-quality displays. PM, MS.
NAP staff have had educational exhibits at the following regional or multi-state events:
- Farm Progress Show, Decatur, IL
- National Farm Machinery Show, Louisville, KY
- Farm Science Review, Dayton, OH
- Fort Wayne Farm Show, Ft. Wayne, IN
- Indiana/Illinois Farm Show, Indianapolis, IN
Year 1: The NAP will update the AgrAbility tabletop display.
Years 2-4: The NAP will produce displays as directed by the four-year marketing plan.
Expected Outcomes: AgrAbility will be represented by professional looking displays, and success will be measured qualitatively.
4.1.5 AgrAbility 20-year summary.
As the NAP lead organization, BNG produced two five-year summaries that were printed and distributed to and through SRAPs (see Appendix A for the most recent version). Since AgrAbility will mark its 20th anniversary in 2011, and since the past BNG summaries were well-received, a 20-year summary is planned. PM, MS.
Year 2: BNG will begin general planning for the 20-year summary and will ask the SRAPs to provide success stories and photos to be included.
Year 3: The summary will be written and designed.
Year 4: 5,000 copies of the summary will be printed at the beginning of the project year, made available to SRAPs, and published to the NAP website.
Expected Outcomes: The quality of usefulness of this piece will be measured by SRAP demand and any awards that it garners.
Objective 4.2: Launch New Marketing Initiatives. The proposed NAP consortium promises great potential for the mass distribution of AgrAbility awareness to many new audiences.
Activities
4.2.1 AgrAbility marketing strategic plan.
In order to realize AgrAbility’s marketing potential, careful planning will be needed, and input into the planning process needs to come from both the NAP and SRAPs. PM, MS.
Year 1: The NAP will establish and facilitate a NAP standing committee on marketing that would be responsible for drafting a four-year marketing plan. The plan will include recommendations for marketing tools, strategies, and enhanced AgrAbility “brand” recognition.
Years 2-4: The four-year plan will be presented at the 2009 NTW, and recommendations will be carried out over the remainder of the grant.
Expected Outcomes: AgrAbility marketing will be guided by a strategic plan, and success will be measured through the annual needs assessment.
4.2.2 Marketing through Goodwill channels.
The network of GII affiliates and outlet stores provides an excellent mechanism for spreading AgrAbility awareness. In addition, GII has a robust media presence through a variety of print and electronic publications that can carry AgrAbility-related messages. PM, GII.
Year 1: GII and other NAP staff will collaborate to develop appropriate public awareness tools on AgrAbility services for use at all GII locations. It is anticipated that one product will be an AgrAbility poster for use at Goodwill outlet stores and affiliates.
- Goodwill AgrAbility flyer developed
Years 1-4: AgrAbility-related materials will be distributed through GII affiliates and stores. GII will promote and publicize the partnership between AgrAbility and GII on their national website (accessed by nearly 6,000 daily), the GII daily news publication, Goodwill Today (GWT- reaches 5,144/daily) and the GII quarterly publication, Working! magazine.
Articles on AgrAbility have been published in both Goodwill Today and Working!
Routine articles continue to promote AgrAbility in Goodwill Todayl
Plans are in place to produce posters for Goodwill affiliates to use in stores and other public places for display.
Expected Outcomes: Every Goodwill affiliate and outlet store that serves rural customers will receive AgrAbility marketing materials that can expose thousands of potential AgrAbility customers to the program. Working! magazine will carry at least one AgrAbility-related story per year, and AgrAbility will receive additional expose through the other Goodwill media.
4.2.3 Arthritis Foundation marketing.
Given the success of the education/public awareness materials already produced by AFIC/BNG collaborations, it is believed that further efforts would produce positive marketing results. PM, MS, AFIC.
Year 1: AFIC and BNG will begin planning and writing radio and television PSAs for use by Arthritis Foundation chapters and SRAPs on managing arthritis in the agricultural workplace.
A radio and print PSA was submitted to the National Education Center for Agricultural Safety (NECAS) for the 2009 Farm Safety and Health Week.
Meetings have been held with Learfield Communication to begin the process of broadcasting general radio PSA’s in 2010.
Written information was provided to Successful Farming Magazine on Back Pain and Arthritis and Farming for the October 2009 edition.
Year 2: At least one radio PSA will be produced and distributed to the SRAPs and the Arthritis Foundation chapters.
Year 3: At least one television PSA will be produced and distributed to the SRAPs and the Arthritis Foundation chapters.
Expected Outcomes: At least two PSAs related to arthritis and agriculture will be produced and distributed. Feedback on these resources will be gathered via the annual needs assessment.
4.2.4 Marketing through non-funded collaborators.
Both APRIL and RESNA have marketing networks that may be used to further AgrAbility awareness. PM, APRIL, RESNA.
Years 1-4: The NAP will engage in mutual program promotion with APRIL and RESNA via the organizations’ newsletters, media releases, and websites.
Expected Outcomes: AgrAbility staffs and customers will gain increased exposure to beneficial information via the media outlets of the NAP, APRIL, and RESNA. Since quantitative analysis of this effort would be resource-prohibitive, success in this area will be measured qualitatively via interactions among program staffs and customers.
