4-H and Tractor Supply Company
Year 2 Partnership Webinar
August 10, 2011
• Welcome & Introductions
• Fall Paper Clover Overview
• New for Fall Paper Clover New Login for Promotional Toolkit New Awards for County and State
• Fund Distribution
• Partnership Components Update
• Questions & Feedback
Agenda
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• Anarosa Rohan Cause & Retail Partnerships Manager
• Julie Conn Cause Partnership Coordinator
Welcome & Introductions
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• Largest operator of retail farm and ranch stores in U. S.
1,020 stores in 44 states
Del’s Feed & Farm Supply (27 stores in HI, ID, OR, WA)
Who is Tractor Supply Company?
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• Two Annual Paper Clover Fundraisers
Fall 2011: Prior to National 4-H Week Wednesday, September 21 - Sunday, October 2
Spring 2012: Date TBD
4-H TSC Paper Clover Promotions
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• Agents/volunteers should reach out to store managers and get involved as in-store 4-H presence = increased funds
• TSC is challenging store managers to build relationships with local 4-H partners and help increase 4-H presence at the store during promotion
• Promote Paper Clover through local channels
• Social media outreach (Facebook, Twitter)
Local 4-H Participation
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• Template Press Release
• Customizable Ads and Flyers ¼, ½, and full size Ads
• Web promo ad
• In-store event tip/idea sheet
• New: Template language for Facebook and Twitter posts
• New: County office mailer with free promo poster
Paper Clover Promotional Materials
7Toolkit: http://www.4-h.org/paper-clover-toolkit/
Paper Clover Materials Cont’d
Half Page Ad Customizable Poster
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In-store Paper Clover Materials
• Co-branded Paper Clovers
• Paper Clover Posters
• Tracking poster
• Table Tent Cards
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• Login required to access toolkit materialsUser ID: [email protected] code: paperclover
• QR Codes on creative pieces link to www.tractorsupply.com/4-H
Event registration Tracking top states and stores during promotion
• 4-H Participation Contests Awards Measure participation Provide monetary rewards to county and state for local
participation
Also New for Paper Clover
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4-H and Tractor Supply CompanyPartnership Mini-Site
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Visit: www.tractorsupply.com/4-H
Register your Paper Clover in-store event here for a chance to win a weekly $250 gift certificate to the 4-H Mall
New 4-H Incentives and Awards
Awards for States
• Local Participation = More State Funds!
Measured by the events registered on the mini-site
Proportional by # of stores/state
If 75% of stores in your state have a 4-H registered event, the state wins below participation awards
Breakdown: 1-10 stores/state: $250 11-25 stores/state: $500 26+ stores/state: $1,000
Awards for Counties
• Be the face of the next Paper Clover!
Store and partnering local 4-H program that sells the most Paper Clovers wins a professional photo shoot
Images will be used for next national TSC Paper Clover event
• $250 Gift Certificate to 4-H Mall Register in-store event on TSC/4-
H mini-site
One weekly random drawing of registered events wins; 6 drawings until the week of September 12th
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In-Store Event Ideas
• 4-Her carry out service
• Set up a table at the store to showcase 4-H events
• Bring animals to the store and hold demonstrations
• BBQ Cookout with hamburgers & hotdogs
• Have 4-Hers give demonstrations in their project area
• Set up a game customers can participate in
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Maximizing Fundraiser Success
• Have 4-Hers at the store during the promotion
• Notify the participating counties in your state to support the promotion
• Encourage counties to set goals with their TSC store manager
• Encourage to send a thank you to your manager after promotion
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Paper Clover Fund Distribution
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States with 1862 & 1890 Institutions• 60% of funds remain at county level
• 10% of funds go to state level• 5% to 1862 Institution• 5% to 1890 Institution
• 30% of funds go to National 4-H Council to underwrite the cost of the program
Fund Distribution Cont’d
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Fund Distribution
States with 1862 Institution Only:
• 65% of funds remain at county level
• 5% of funds go to 1862 Institution
• 30% of funds go to National 4-H Council to underwrite the cost of the program
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Memorandum of Understanding
• New MOU for Fall 2011 and Spring 2012
• Expect MOU before promotion begins
• Please check bank accounts to ensure funds have arrived if receiving via EFT
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• TSC will send National 4-H Council a lump sum check of all funds raised within 30 days of promotion ending & detailed report for each store
• National 4-H Council will distribute to state foundations within two business weeks via EFT transfer and provide a breakdown of each county’s portion
• State foundations will distribute to counties within two business weeks
Receiving Funds
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• Once funds are received, please notify the counties so that volunteers/clubs that participated in the event are aware
• Questions about fund distribution should be directed to the state foundation or National 4-H Council
• Please do not contact your TSC manager as they will not have the proper information!
Receiving Funds
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Key Components of Partnership
• Beginning Year 2 of 3-Year Partnership
• Reusable Bags Supports 4-H nationally
• DuMor Show Feed For every bag of DuMor
sold, TSC will donate $0.25 to 4-H Animal Science curriculum
• TSC Clover Card Discontinued
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Relationship Benefits for 4-H
For 4-H….
• Increased visibility on local/national level
• Funds to support national, state, and local 4-H programming
• New media opportunities
• Access to new volunteers/members
For TSC…
• 4-H promotion of TSC as caring corporate citizen
• Increased visibility on local level/connection to communities and people = new customer acquisition
• Reusable bag program helps offset partnership marketing costs
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1) Encourage counties to register in-store events online http://www.tractorsupply.com/4-H
2) Visit 4-H.org for promotional materials and toolkit http://www.4-h.org/paper-clover-toolkit/
3) Spread the word through your 4-H channels and to counties
National Paper Clover Contact: Julie Conn, Cause Partnerships Coordinator,
[email protected] or 301-961-2819
Next Steps…
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Feedback & Questions
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4-H is the youth development program of our nation's Cooperative Extension System.