4. Example Marketing Performance Target and Milestones for Farmers

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1 4. Example Marketing Performance Target and Milestones for Farmers The Problem/Challenge: Marketing farm produce directly to consumers is an essential profit-making strategy and a primary source of income for many farmers. Farmers markets and retail farm stands are two viable and profitable direct-market outlets for many fruit, vegetable, meat and dairy producers. Both beginning and experienced farmers are interested in learning about marketing, merchandising and branding strategies they can use to improve their sales volume at farmers markets and retail farm stands, increase their income, and increase their customers satisfaction and loyalty. Performance Target for the Farmers : As a result of one Service Providers educational efforts, the Performance Target for Farmers below will be achieved: 30 direct-market farmers will adopt at least 5 of the 7 demonstrated marketing, merchandising and branding strategies and increase their sales by an average of $5,000, with minimal increase in costs. Learning Milestones for the Farmers: (Consultations with farmers and service providers are necessary to write the milestones below.) What will Farmers need to learn at the Service Provider s education program to adopt the practice/behavior described in the Performance Target? Farmers will know: (Knowledge) 1. The benefits in increased sales, income, customer satisfaction and customer loyalty that can be achieved by use of 7 marketing, merchandising and branding strategies at direct-sales markets: a. Functional, efficient sales floor b. Product displays c. Cleanliness and sanitation d. Signs e. Branding f. Advertisements g. and social networking 2. The aesthetic, convenience, product quality, customer satisfaction and marketing implications of: 3 different display types bulk vs. pre-packaged products 3. The techniques, effectiveness, target audiences and costs of 3 forms of advertisement: newspaper, radio, website Farmers will believe: (Attitude) 1. Improving farmers sales and income from direct market outlets is a serious economic and social concern. 2. That improving their marketing, merchandising and branding is a useful way to improve the sales and income from farmers markets and retail farm stands.

2 Farmers will be able to do: (Skill) 1. Plan and design a market storefront, displays, signage and branding materials 2. Establish and maintain an list of customers and a social networking site 3. Write a concise and effective advertisement for a newspaper or a flyer 4. Write and deliver a 30-second sales talk about their farm market for use on a radio ad or show 5. Select appropriate marketing, merchandising and branding strategies for their direct-market business that balance potential benefits with potential barriers. Farmers will intend to do: (Intention) Adopt at least 5 of the 7 marketing, merchandising and branding strategies at their direct-sales markets within 6 months of completing the service provider s education program. Participation Milestones for the Farmers: How many Farmers must participate in the Service Provider s education program in order to achieve the Performance Target? How many Farmers must receive notice of the program? 60 farmers must receive notice of the program through media advertisements, announcements at meetings, and personal invitation How many Farmers must attend the first session and all remaining sessions? 50 farmers must attend the first session; 35 must attend all remaining sessions.

3 4. Example Marketing Performance Target and Milestones for Service Providers The Problem/Challenge: Marketing farm produce directly to consumers is an essential profit-making strategy and a primary source of income for many farmers. Farmers markets and retail farm stands are two viable and profitable direct-market outlets for many fruit, vegetable, meat and dairy producers. Both beginning and experienced farmers are interested in learning about marketing, merchandising and branding strategies they can use to improve their sales volume at farmers markets and retail farm stands, increase their income, and increase their customers satisfaction and loyalty. Performance Target for the Service Providers: As a result of the State Coordinator s educational efforts, the Performance Target for Service Providers below will be achieved: 15 service providers develop and conduct an educational program to teach a total of 525 direct-market farmers about marketing, merchandising and branding strategies for farm markets, and motivate farmers to adopt the recommended strategies. Learning Milestones for the Service Providers: What will Service Providers need to learn from State Coordinators to perform the educational behavior described in the Performance Target? (Consultations with farmers and service providers are necessary to write the milestones below.) Learning Milestones for Subject Matter about the Topic carry over directly from the Farmer Milestones: Service Provider s will know: (Knowledge) 1. The benefits in increased sales, income, customer satisfaction and customer loyalty that can be achieved by use of 7 marketing, merchandising and branding strategies at direct-sales markets: h. Functional, efficient sales floor i. Product displays j. Cleanliness and sanitation k. Signs l. Branding m. Advertisements n. and social networking 2. The aesthetic, convenience, product quality, customer satisfaction and marketing implications of: 3 different display types bulk vs. pre-packaged products 3. The techniques, effectiveness, target audiences and costs of 3 forms of advertisement: newspaper, radio, website Service Providers will believe: (Attitude) 1. Improving farmers sales and income from direct market outlets is a serious economic and social concern. 2. That improving marketing, merchandising and branding is a useful way to improve the sales and income

4 from farmers markets and retail farm stands. Service Providers will be well-prepared to do: (Skill) 1. Teach farmers how to plan and design a market storefront, displays, signage and branding materials 2. Teach farmers how to establish and maintain an list of customers and a social networking site 3. Teach farmers how to write a concise and effective advertisement for a newspaper or a flyer 4. Teach farmers how to write and deliver a 30-second sales talk about a farm market for use on a radio ad or show 5. Discuss with farmers, the potential benefits with the potential barriers of marketing, merchandising and branding strategies to assess which strategies are appropriate for their farm at the time. Learning Milestones for Effectively Teaching Farmers about any topic are unique to the Service Provider Service Provider s will know: (Knowledge) The following 6 components to include in an educational program to teach farmers about the topic: 1. The pros and cons of X no. of effective methods to teach farmers about the topic. 2. How to motivate farmers to adopt the recommended solutions 3. How to assemble an appropriate curriculum on the topic 4. X no. of marketing and recruiting strategies 5. How to verify farmer progress 6. How to report results to the state coordinator Service Providers will be well-prepared to do: (Skill) Carry out each of the 6 components above for a farmer education program about the topic. Service Providers will intend to do: (Intention) Teach a program for farmers about the topic within 6 months of the state coordinator s training. Include X no. of recommended solutions for change on the topic when they teach farmers. Participation Milestones for the Service Providers: How many Service Providers must participate in the State Coordinator s education program in order to achieve the Performance Target? How many service providers must receive notice of the program? 55 service providers receive notice of the program through media advertisements, announcements at meetings, and personal invitation How many service providers must attend the first session and all remaining technical sessions? 45 service providers attend the first session; 35 attend all remaining technical sessions. How many service providers must attend session devoted to planning an educational program? 20 service providers attend the educational program planning session, 18 complete a plan.

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