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Agrimarketing : March 2009
every day in everything fromcom- plaints or protests to legislation that affects the entire industry.” Alpharma used a consumer sur- vey to get a better idea of their target audience for this project. “We needed to have a specific consumer audience inmind beforewe started this project,” saysMellinger. “We did this by surveying people about their attitudes and perceptions of the ani- mal agriculture industry.” STUDENT CONNECTION With their target audience narrowed down, the other key component to this projectwas for theAlpharma teamto engage and connectwith students in agriculture-related fields. “Tome, getting the students involvedwas the best part of this con- test,” saysMellinger. “Not only are we letting themdemonstrate their knowledge of the industry,we are helping a newgeneration coming into agriculture recognize the importance of connectingwith consumers and educating themon our business.” Taskedwith promoting the pro- ject and getting entrants involved, MikeOpperman of Charleston| Orwig,AlpharmaAnimalHealth’s public relations firm, agreed that this was a crucial part of the project. “Without the students, this con- test couldn’t go anywhere,” says Opperman. “Ifwewere unable to connectwith these students, and communicate to themthe impor- tance of informing the public about agriculture practices, theywould not have committed to this project.” Consisting of three phases over the course of an entire semester, the AlpharmaAg Student Video Contest required a considerable time com- mitment. First, studentswere asked to upload short video clips to the contestWebsite. These clipswere thenmade available to everyone par- ticipating in the second phase,which asked teams to compile a complete video fromthese clips and their own footage. Finally, thewinning video was decided by a vote held on the contestWebsite. “We tried to incentivize students along theway in this contest,” explains Opperman. “Students received a $25 gift card for each clip (up to ten) uploaded in the initial March 2009 s AgriMarketing 43 phase, andwe had prizes for the top three videos of $5,000, $2,000 and $1,000, respectively.That kind of money is nice, butwe hope that it was their drive and passion for agri- culture that got studentsmotivated for this contest.” Participants in the contest tended to give credence to this sentiment. “Giving someone else the chance to appreciate agriculture the sameway I do,” iswhy Eric Banuelos of the University ofArizona says he wanted to be involved in the contest. “Themajority of our teamof stu- dents grewup on a farmand are pas- sionate about agriculture, andwe sawit as the perfect opportunity to publicly display our love for the industry and to help teach others the (more on page 44) Mail Surveys...They StillWork Remember running to the mailbox, anticipating what the day might bring? That sense of excitement and curiosity is still there. At home and at work, people still watch for the mail to arrive. That’s why mail surveys thrive! They get through the clutter and are opened. And when you work with someone who knows mail surveys like we do, they get response. The next time you need a mail survey, or wonder if it might be a good method for your project, let us know. Readex Research and mail surveys. We work together. Call 800.873.2339 or visit www.readexresearch.com