Welcome to Developing Your Farm Brand: How to Identify Your Unique Attributes & Incorporate Them into Your Marketing Communications
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1 Welcome to Developing Your Farm Brand: How to Identify Your Unique Attributes & Incorporate Them into Your Marketing Communications 34 th Annual NOFA Vermont Winter Conference: Our Soil Our Health February 13, 2016 UVM Campus All examples used in this presentation are samples of work produced by Pam Knights Communications for her clients.
2 WHAT WE LL COVER 1. Identifying What Makes Your Farm Unique 2. Unique Selling Points 3. Brand Development 4. Messaging 5. Logos & Taglines 6. The Brand Promise 7. Branded Print Materials 8. Branded Digital Communications 9. Q&A 10. Drawing for an ad in Vermont s Local Banquet!
3 IDENTIFYING WHAT MAKES YOUR FARM BUSINESS UNIQUE Arriving at your UNIQUE SELLING POINTS (USP) involves inventorying & identifying the factors that DIFFERENTIATE A BUSINESS OR PRODUCT FROM ITS COMPETITORS. Identify and celebrate WHAT YOU HAVE THAT YOUR COMPETITORS DON T! IE: Multi-generational family farm Historic buildings Heritage or Exotic VT- raised meats Farm stays Sugaring with draft horses
4 IDENTIFYING WHAT MAKES YOUR FARM BUSINESS UNIQUE -Strengths, Weaknesses, Opportunities & Threats (SWOT Analysis) -Property, Facilities & Location -Owners & Staffing Resources -Farming Practices & Philosophy -Crops Grown -Animals Raised & Kept -Products Made & Sold -Signature Products -Services Offered -Educational Activities -Events -Weddings -Customer Base -Target Markets -Business Goals -Sales Outlets -Profitability -Competition -Budget Considerations
5 ABOUT THE PROPERTY History Acreage Open, forested, ponds Land uses Conservation Buildings, infrastructure Recreational opportunities Location, accessibility Parking
6 ABOUT THE OWNERS -Backgrounds -Generations on the farm -Former careers -Skill sets -Interests -Passions -Work outside the farm
7 Sustainability Alternative energy sources Draft animals Certified Organic, chemicalfree or conventional Pasture raised/grass fed Soil & pasture management Feed sources Meat processing Agritourism FARMING PRACTICES
8 DIVERSIFICATION & INNOVATION Grains & oils Herbal products Mushrooms Exotic VT meats Logging- wood products Equipment, fencing Research & development Agritourism
9 Best seller(s) Unusual or specialty crops Seasonal mainstays Maple Culinary & medicinal herbs You-pick berries, fruits and pumpkins Mazes (corn or sunflower) Christmas trees Hay CROPS
10 LIVESTOCK & POULTRY Dairy Eggs Meat animals & birds Heritage breeds Exotic VT meats Pasture-raised, Grass-fed Fiber Petting animals Horses- riding, draft & wagon rides
11 PRODUCTS Vegetables and meats Value-added foods Seasonal items Maple syrup Baked goods Signature items Handcrafted items
12 VALUE-ADDED PRODUCTS Cheese Wine Beer Fiber Wood Canned, Frozen, Baked Availability Packaging
13 SALES OUTLETS Farmstore or farmstand Greenhouses Farmers markets CSA Restaurants & food markets Special orders Craft fairs Online sales
14 ON-FARM LODGING & MEALS Bed & Breakfast Farm inn with dinner Private guesthouse On-farm café or coffee shop Gift shop
15 ON-FARM SPECIAL EVENTS Open farm visits Harvest festivals Dinners in the field PYO with live music Horse or oxen-drawn wagon & sleigh rides
16 School visits & tours Cooking classes Farming/gardening workshops Farm craft classes Yoga classes in the field Speakers & films ON-FARM EDUCATIONAL PROGRAMS
17 COLLABORATIVE EVENTS -Co-sponsored events on your farm -Programs with overnight accommodations provided by local B&Bs -Farm-related craft and art classes -Cross marketing opportunities
18 WEDDINGS & CATERED EVENTS Event venue Community activities Area caterers featuring food from the farm Proper infrastructure Best practices- liability
19 NARROW THE FOCUS-- IDENTIFY PROFITABLE PRODUCTS, ACTIVITIES & SERVICES -How much do you produce and have to sell? -How much business are you equipped to handle? -What level of engagement with the public is sustainable for your business and well being? -Have you crunched the numbers? What aspects of your business are most profitable? -What/who is your competition? -Have you done product and price comparisons within your sales area?
20 MARKETING CONSIDERATIONS -What is your reach? -Who are your target audiences? -Have you identified your community allies/collaborators? -Do you have a marketing plan, with short and longer term goals? -What marketing tools do you need? -What is your budget for marketing? What are your priorities? -How much time/staff time do you have to devote to marketing and social media? -Are you committed to marketing as a long term investment?
21 THE BRAND PROMISE More than a mission and vision statement, USPs, logo & tagline- not a description of products and services, but how a business provides them and what sort of character it has. A BP creates an EXPECTATION that needs to be defined and consistently fulfilled throughout the life of the business. It describes how people should feel when they interact with the brand. Connects your purpose, positioning, strategy, people and customer experience. Enables a business to connect emotionally with customers and differentiate their brand Is what the business stands for & its values What customers can expect from the business when they interact with the brand
22 Stay True To Your Brand Promise. To motivate customers to buy and to create loyalty, a Brand Promise needs to Convey a compelling benefit(s) Be authentic & credible Understood and practiced by employees Be delivered on consistently Be measurable. If can t be measured, can t be managed. Promise must be kept, every time. Every decision made about and for the business should be measured against the brand promise to see if it aligns with, and supports it at its core.
23 NOFA-VT s BRAND PROMISE Since 1971, NOFA-VT has served as the voice for organic production for commercial producers, homesteaders and gardeners. We work to support local, organic farmers and gardeners, make healthy food more accessible to all Vermonters and build strong, agriculture-based communities. We work to help every producer understand the values of farming organically, and every consumer to understand the impacts of eating organic food. By building public awareness, we grow markets for organic food. Through organic certification, technical assistance, research, policy and advocacy, we work to grow organic agriculture in Vermont.
24 BRAND DEVELOPMENT & MESSAGING Unique Selling Points -Identify the key items that are unique to your farm business. -Narrow them down to 4-6 bullet points, succinctly describing what you offer, that aligns with what you have determined your target audiences need/want. -These key points will be used in developing your messaging across all of your marketing communications platforms.
25 BRAND DEVELOPMENT & MESSAGING Pasture-Raised & Corn- Finished, GMO-Free Vermont Black Angus Beef Logo Color palette Taglines & slogans USP bullet points Boiler plate farm descriptions in different character lengths Consistency! Website address on everything
26 TAGLINE Does not need to be overly clever or cute Should be functional Short & concise Explain unique value offered as clearly as possible Convey what business does for its customers that is unique Convey at a glance what is offered Capture the personality of a business Accompany the logo where appropriate, especially if visuals don t say it on their own Williston s Community Farm Special Events & Wedding Venue
27 LOGOS & TAGLINES A Vermont Farm Stay Destination for All Seasons Supplying Great Chefs Across America Since 1988
28 LOGOS & TAGLINES Sedation-Free Whole Mouth Dental Care to Maximize Your Horse s Health & Performance Farming Since 1999 in Huntington & Richmond VT
29 LOGOS & SUCCINCT DESCRIPTIONS Experience small farm living, locally raised farm products, and the seasonal beauty of Central Vermont s working agricultural landscape. One of the oldest continuously managed flocks in the nation, tended by four generations of family farmers since the 1920s.
30 BUSINESS CARDS WITH USP BULLET POINTS
31 BUSINESS CARD WITH TAGLINE
32 BUSINESS CARD WITH USP BULLET POINTS
33 BOILER PLATE DESCRIPTIONS Articulate your business description and unique selling points in descriptions of varying word & character lengths from 150 words to 20 words. Use these in print, business facebook /about description, at the end of a press release, in online business and membership directories, on your website. BE CONSISTENT with your messaging across all platforms!
34 MARKETING COMMUNICATIONS TOOLS PRINT Business cards- 2-sided Rack cards, brochures, postcards, posters Advertising Packaging Signage Displays Succinct headlines; well written copy, proof read, typo-free High quality photography
35 MARKETING COMMUNICATIONS TOOLS- DIGITAL Website Blog (part of website) Facebook business page Social media campaigns Video
36 -Customize your Facebook URL -Branded cover photo -Logo or element of your logo for profile pic - Use boiler plate description -Ideally post 3-5 x week - For campaigns use a similar banner as your FB cover photo.
37 GOLDEN RUSSET FARM AS AN EXAMPLE Farming Organically Since 1981 We Know What We Grow!
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39 E-Campaign Header Facebook Cover Photo & Profile Pic
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41 Healthy & Affordable Meats for Your Family
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43
44 POSTCARDS
45 POSTERS
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47
48 WEBSITES
49 -Q&A -Drawing for a complementary 1/8 page ad in Vermont s Local Banquet -Please help yourself to a magazine and my business card -This presentation will be posted on Thursday, Feb 18, 2016 Thank you for attending!
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hank you for your continued interest in marketing partnerships and promotions in 2018. This year we are putting strategic emphasis on cross-channel integration through content collaboration and calendar