Success StoryMarketing For All Direct-to-Consumer Marketing Training



Marketing For All Direct-to-Consumer Marketing Training

Author: Brett Wolff

Planning Unit: Agr Economics

Major Program: Horticulture, Commercial

Outcome: Intermediate Outcome

Marketing for All Curriculum Development

 

Funded by a $48,200 Specialty Crop Block Grant, the Marketing for All curriculum was designed  to meet the highly diverse marketing education needs of scale-variable Kentucky specialty crop farms and businesses by developing new trainings and resources, while extending several existing programs. New materials included a 10 module beginning farmer-friendly curriculum spanning online and social media marketing, best practices for direct market vendors, self-evaluation, and basic market research skills. This project also supported the continuation of MarketReady advanced marketing trainings. Our project team held 57 independent workshops, covering one of the following topics:

 

  • Marketing Basics
  • Elements of Professional Web Design
  • Social Media Basics
  • Visual Merchandizing, Display, and Design
  • Principles of Effective Market Signage
  • Identifying and Exploring New Markets
  • Understanding and Using Analytics
  • Using Price Data to Make More Money
  • Overview of Value Added Product Development
  • How to Get Paid: Accepting More Than Just Cash

 

We administer point-of-training surveys as well as post-training follow up surveys. Response to post-surveys was very low due to survey fatigue and COVID disruptions. Data are then aggregated in Microsoft Excel.

 We have measured a handful of other metrics beyond those listed above for the Marketing for All program. Of the 392 participants surveyed:

99% indicated that they would probably (26%) or definitely (73%) recommend this program to others.

98% said the content was probably (24%) or definitely (74%) useful to their business.

Attendees rated the content 3.73 out of 4 and the presenters 3.85 out of 4, on average.  


The program won the 2022 Kentucky Association of State Extension Professionals Outstanding Program Award.






Stories by Brett Wolff


Marketing For All Direct-to-Consumer Marketing Training

about 2 years ago by Brett Wolff

Marketing for All Curriculum DevelopmentFunded by a $48,200 Specialty Crop Block Grant, the Marketin... Read More


Stories by Agr Economics


MarketReady Dairy

about 2 years ago by Camille Dant

To add to our current MarketReady trainings, we are expanding into value-added dairy. With many dair... Read More


Programming in Bale Grazing 2021-2022

about 2 years ago by Gregory Halich

Programming in Bale Grazing 2021-2022Bale Grazing is a winter feeding practice originally developed ... Read More


Stories by Horticulture, Commercial


Geographic Horticulture Directory Updated, Traffic Dramatically Increased

Geographic Horticulture Directory Updated, Traffic Dramatically Increased

about 2 years ago by Joshua Knight

RIGHT: Map of Earlier Data (Shared Equipment)Though the Geographic Horticulture Directory of Kentuck... Read More


Landing Page Traffic for CCD Cut Flower Resources Continues to Grow

Landing Page Traffic for CCD Cut Flower Resources Continues to Grow

about 2 years ago by Joshua Knight

The Center for Crop Diversification first established basic content for Cut Flower Production as far... Read More