Welcome to What Makes Your Farm Unique: How to Identify & Promote Your Attributes

33rd Annual NOFA Vermont Winter Conference: Growing the Good Food Movement

February 15, 2015

UVM Campus All examples used in this presentation are samples of work produced by

Pam Knights Communications for her clients.

Arriving at your UNIQUE SELLING POINTS (USP), also referred to as a Unique Selling Proposition, involves a process that identifies those factors that DIFFERENTIATE A BUSINESS OR PRODUCT FROM ITS COMPETITORS. Identifying and celebrating “WHAT YOU HAVE THAT YOUR COMPETITORS DON’T”. IE: Multi-generational family farm Historic buildings Exotic Vermont raised meat producer Yurt farm stays

IDENTIFYING WHAT MAKES YOUR FARM BUSINESS UNIQUE

-Strengths, Weaknesses & 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

IDENTIFYING WHAT MAKES YOUR FARM BUSINESS UNIQUE

-Customer Base -Target Markets -Business Goals -Sales Outlets -Profitability -Competition -Budget Considerations

ABOUT THE PROPERTY History Acreage Open, forested, ponds Land uses Conservation Buildings, infrastructure Recreational opportunities Location, accessibility Parking

ABOUT THE OWNERS Backgrounds Generations on the farm Former careers Skill sets Interests Passions Interests/work outside the farm

FARMING PRACTICES Sustainability Alternative energy sources Draft animals Conventional, chemical-free or Certified Organic Soil & pasture management Feed sources Meat processing Agritourism

DIVERSIFICATION & INNOVATION

Grains & oils

Mushrooms

Herbal products

Exotic VT meats

Logging- wood products

Equipment, fencing

Research & development

Agritourism

CROPS 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

LIVESTOCK & POULTRY Dairy Eggs Meat animals & birds Heritage breeds Exotic VT meats Pasture-raised, Grass-fed Fiber “Petting” animals Horses- riding, draft & wagon rides

PRODUCTS

Vegetables and meats

Value-added foods

Seasonal items

Maple syrup

Baked goods

Signature items

Handcrafted items

VALUE-ADDED PRODUCTS

Cheese

Wine

Fiber

Wood

Canned, Frozen, Baked

Availability

Packaging

SALES OUTLETS

Farmstore or farmstand

Greenhouses

Farmers’ markets

CSA

Restaurants & food markets

Special orders

Craft fairs

Online sales

ON-FARM LODGING & MEALS

Bed & Breakfast

Farm inn with dinner

On-farm café or coffee shop

Gift shop

ON-FARM SPECIAL EVENTS

Open farm visits

Harvest festivals

Dinners in the field

PYO with live music

Horse-drawn wagon & sleigh rides

ON-FARM EDUCATIONAL PROGRAMS

School visits & tours

Cooking classes

Farming/gardening workshops

Farm craft classes

Yoga classes

Speakers & films

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

WEDDINGS & CATERED EVENTS

Event venue

Community activities

Area caterers featuring food from the farm

Proper infrastructure

Best practices- liability

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?

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?

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 align 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.

BRAND DEVELOPMENT & MESSAGING

BRAND DEVELOPMENT & MESSAGING Logo Color palette Taglines & slogans USP bullet points Boiler plate farm descriptions in different character lengths Consistency! Website address on everything

Pasture-Raised & Corn-Finished, GMO-Free Vermont

Black Angus Beef

LOGOS & TAGLINES

A Vermont Farm Stay Destination for All Seasons

Supplying Great Chefs Across America Since 1988

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.

BUSINESS CARDS WITH USP BULLET POINTS

BUSINESS CARD WITH TAGLINE

BUSINESS CARD WITH USP BULLET POINTS

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!

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

BROCHURES

BROCHURES

RACKCARDS

RACKCARDS

POSTERS

POSTERS

POSTCARDS

POSTCARDS

ADS

PACKAGING

MARKETING

COMMUNICATIONS TOOLS- DIGITAL

Website

Blog (part of website)

Facebook business page

Social media

Email campaigns

Video (own it)

WEBSITES

http://galushahillfarmlodge.com

http://www.libertyhillfarm.com

http://www.rockymeadowfarm.com

http://clayhillfarmbeef.com

http://maplewindfarm.com

http://smithfamilymeats.com

BUSINESS FACEBOOK PAGES

-Customize your Facebook URL Https://www.facebook.com/help/200712339971750

-Branded cover photo

-Logo or element of your logo for profile pic

- Use boiler plate description

-Ideally post 3-5 x week

- For email campaigns use a similar banner as your FB cover photo.

-Q & A -If time: List 3-5 Unique Selling Points for your farm business -Write a 20-word description of your business -This presentation will be posted http://pamknights.com/workshops on Tuesday, Feb 17, 2015

Thank you for attending!