Success StoryCenter for Crop Diversification Completes 6-week Marketing Training for Specialty Crop Farms
Center for Crop Diversification Completes 6-week Marketing Training for Specialty Crop Farms
Author: Emily Spencer
Planning Unit: Agr Economics
Major Program: Economic and Business Development - ANR
Outcome: Initial Outcome
Describe the Issue or Situation.
For the past 8 years, the Center for Crop Diversification (CCD) has been offering online and in-person marketing trainings for small farmers in Kentucky. Year over year, we have had an increase in requests for an extended marketing program, where farmers could work more in-depth on their marketing alongside members of the CCD.
Describe the Outreach or Educational Program Response (and Partners, if applicable).
This year, with the help of a Specialty Crop Block Grant from the Department of Agriculture, the CCD launched our inaugural Marketing for All 3.0: Marketing & Branding Academy class. Throughout the 6 week course, the same farmers returned each week to dive deep into a new marketing topic. Farmers had homework that they brought to class with them and online resources to access in between sessions. Each weekly session consisted of instructional time and workshop time, where farmers worked in real-time with CCD professionals on various marketing topics. The topics covered in this 6-week course are as follows: Farm & Business Branding, Product & Brand Photography, Graphic Design for Marketing, Web Presence & Design, Online Sales Strategies, and Email Marketing.
Provide the Number and Description(s) of Participants/Target Audience.
12 farmers located in Oldham, Shelby, Trimble, and Henry Counties and 4 ANR agents from these counties.
Provide a Statement of Outcomes or Program Impact. Please note that the outcomes statement must use evaluation data to describe the change(s) that occurred in individuals, groups, families, businesses, or in the community because of the program/outreach.
Participants completed a weekly evaluation as well as a pre and post-6week course evaluation. 100% of participants indicated that they found the 6- week program to be useful for their business.
A knowledge change summary of some of the key topics we covered during the 6-week course:
36% increased knowledge of Farm & Business Branding
27% increased clarity in what their personal farm brand is.
46% increased knowledge about how to communicate their brand to others.
64% increased knowledge about taking photos for their business.
55% increased understanding of what they should be taking photos of.
64% increased understanding of how to take a good photo.
45% increased knowledge about using graphics in their business.
45% increased understanding of how to develop the graphics they need for their business.
36% increased understanding of what makes a good business graphic.
55% increased clarity of goals for their business’ web presence.
55% increased knowledge of how to manage their business web presence.
55% increased confidence in their ability to use their online presence to generate sales.
45% increased knowledge of managing their online presence to generate online sales.
45% increased knowledge of email marketing.
36% increased knowledge of how to use email to communicate with customers about their business.
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