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
Horticulture Biz Quiz
Describe the Issue or Situation:Extension agents and agricultural professionals frequently hear the ... Read More
UK-CCD Undergratuate Fellows Program
Describe the Issue or Situation:Kentuckys specialty crop producers need timely market data and busin... Read More
Stories by Agr Economics
Hort Agent Update
Through conversations with HORT and ANR Extension agents, the Center for Crop Diversificationhearda ... Read More
Center for Crop Diversification Aids In Successful National and Kentucky-based CSA Week Promotions
Describe the Issue or Situation.Community Supported Agriculture is a difficult concept for farmers t... Read More
© 2024 University of Kentucky, Martin-Gatton College of Agriculture, Food and Environment