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Agrimarketing : October 2009
October 2009 I Agri Marketing 25 sion in Sacramento, CA, the high- definition program got its origins in 2005. After eight years of producing the California Heartland series focusing on California agriculture, the team knew there were stories all across the U.S . worth sharing. With funding support from Monsanto and the American Farm Bureau Federation, America’s Heartland was born. Today the program reaches one million viewers each week on public television affiliates and on cable and satellite through RFD-TV. Each broadcast tells their stories with compelling and personal insights on life in the heartland. This season we’ve got a new, faster-paced format and a larger reporting staff. We’re also reaching a non-farming audience through new features like “Off the Shelf,” giving viewers information on the food they buy every week; “Harvesting Knowledge,” taking a look at the historical background of your favorite foods, and “Working the Land,” taking urban viewers to America’s farm fields to look at the jobs of people working in agriculture. We know the program is reach- ing an urban and suburban audience that is increasingly interested in knowing about their food sources. A recent research study found it had a positive impact on viewers’ thoughts about American agriculture. To reach new audiences, America’s Heartland has also dramati- cally expanded its social networking outreach with new online features at: www.americasheartland.org, Facebook, Twitter, and YouTube. CAR OF THE HEARTLAND by Pat Driscoll Car of the Heartland Denver, CO Ancient Rome may have been our first lesson in how to use the love of the crowd to foster social change. Today, employing similar tactics, industry critics have mastered con- trol of agriculture’s future by using perceived realities, entertainment, passion and emotion. The Car of the Heartland (COH) program acknowl- edges what works when touching American consumers while deliver- ing significant, measurable results for those who are writing its check. Let’s go back to school and re-learn the three R’s ... Racing, Retail and Relationships. Racing: 33% of U.S . adults describe themselves as a NASCAR fan, following the sport weekly. 72% will change a purchase or attitude because an organization par- ticipates in the sport. Of that, 90% will use their new loyalty to influ- ence others. We will engage these fans with humorous, entertaining, carefully crafted dialogue in new and creative ways. Our driver will participate in “dirty jobs” activities every week, on farms local to that track. The car will be painted to reflect types of produc- tion from the area. Trackside, over 5 million race attendees will be given an opportunity to buy locally grown food stuff and personally experience a day in the life of a farmer/rancher. Retail: 335 stores. 26 states. Weekly foot traffic of 50,000 people. Websites with more than 100,000 unique visits per month. 250,000 credit statements mailed every 30 days. Several hundred delivery trucks exposed to millions of eyes. National advertising touching 26% of U.S . consumers. From life size cutouts of local producers at every entry point to every store, to a fea- tured position in 120 million news- paper inserts, every element of Furniture Row’s consumer presence will reinforce the Car of the Heart- land message. Relationships: This is where the value for agribusiness resides. Over two dozen state and national groups representing over one million pro- ducers have already joined us as communication partners. More join each week. In addition to organizational endorsements and communication, we have assembled a massive paid program that utilizes agriculture’s most recognized communicators, parks a race program at every major farm show and puts a new program on rural satellite TV focusing on 21st century agriculture (and our agribusiness partners), hosted by the COH driver. It is our goal to be fully funded by December 1, ready to debut the “Farmers Car” February 14 at the Daytona 500. FFA/RFD-TV by Raquel Gottsch RFD-TV Nashville, TN “You see, something is going to happen. Something wonderful ...” Those are the famous lines and underlying theme from the classic, science fiction movie “2010: The Year We Make Contact.” How appropriate that on the morning of January 1, 2010, it will be the National FFA Organization making contact with an estimated 42 million people in the U.S . and over 100 million people worldwide, through participation in the 121st Tournament of Roses Parade. Television viewers settled in to watch this New Year ’s Day tradition will witness history being made, as the National FFA Officer Team, National FFA Advisor Dr. Larry Case, the four winners from the Stars Over America competition, along with the invited FFA presi- dents from every U.S . state, Puerto Rico, and the Virgin Islands will be on, and surround, the first-ever FFA float in the Rose Parade. The float, entitled “FFA Today on RFD-TV,” is one of the largest floats in the parade at 75 feet long, 30 feet tall and 18 feet wide. It features three gigantic sculptures depicting (more on page 27) 24 Feature Story:32 Feature Story 10/1/09 4:22 PM Page 25
Best of CAMA 2009
Marketing Services Guide 2010