Farm Aid 30 Concert Can Be Found in the Appendix
FARM AID 30 Communications Strategy Overview GOAL To grow a community of family farmers, activists and advocates, eater and donors who are coming together to change the food system. AUDIENCE • Now generation of eaters and farmers (young, diverse, 20 – 40 years old) • Loyal Farm Aid community of family farmers, activists and advocates, and eaters and donors • Partners and sponsors KEY PERFORMANCE INDICATORS (KPI) • Earned media coverage • Tweets using #fRoad2FarmAid, #farmaid30 and/or @FarmAid • Social media posts from artists attending Farm Aid 30 on Twitter, Facebook and/or Instagram • Social engagement • Audience engagement (contributions) at road2.farmaid.org • FarmAid.org website engagement (visits, pages per visit, avg. visit duration, % new visits, bounce rate) • Farm Aid 30 ticket sales SOCO MESSAGE Thanks to each one of us -- family farmers, activists and advocates, eaters and donors -- we have come together and the food system is changing. For 30 years, you have joined farm aid and taken many small actions that are making a big difference. Together, we are creating a food and farm system that is good for family farmers, good for the soil and water, good for our health and good for the country. | Farm Aid 30 2 SUMMARY OF OUTREACH ACTIVITIES • Beginning in January, the publicity team implemented a monthly outreach approach that emphasized Farm Aid’s impact. Outreach kicked off with promotion of Farm Aid’s drought training. • In February, Farm Aid engaged Willie Nelson and John Mellencamp to announce the date at the GRAMMY Foundation Gala, leveraging a high-profile event for anniversary visibility. • Farm Aid leveraged the Iowa Ag Summit in March to send a counter-message about the role of family farmers in a stronger food system.
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