client objectives
In 2004, the Tennessee Farm Bureau wanted to increase the quality of its publication to appeal to a wider range of customers. As traditional news outlets, online media, bloggers and social media call attention to agriculture-related issues such as food safety, environmental issues and the humane treatment of animals, the Farm Bureau found it even more important to educate its non-farmer members about agricultural issues.
execution
The Journal team sat down with the Farm Bureau staff and carefully mapped out a communications strategy that would not only take the magazine to the level of a national newsstand magazine but also integrate digital and social media, further expanding the Farm Bureau's reach.
• A quarterly print publication features original photography and articles on agriculture, home and garden, food, art, and Tennessee travel.
• A companion website features Web-exclusive articles, video, agriculture facts and stats, recipes, and share tools.
• A digital archive of past issues is available online, and special-edition digital magazines promote specific content or events.
• Readers are further engaged with the Tennessee Home & Farm brand through a Facebook fan page, Twitter presence and YouTube channel.
• A monthly e-newsletter promotes timely content and sponsored giveaways.
results
The result has been a highly successful turnkey publishing program that has served as a valuable recruitment and retention tool by increasing awareness of member benefits, support of local farms and agritourism destinations, and appreciation of the rural lifestyle. An expansive readership study has proven that the Tennessee Home & Farm program has been successful in creating an ongoing conversation with Tennessee Farm Bureau members. Seventy-two percent of members read half or more of the print publication and spend an average of 48 minutes reading each issue. The program has also solidified their opinion of and relationship with the Farm Bureau. Eighty percent reported that the publication has made them more aware of the Farm Bureau’s products and services, and 65 percent said the magazine has made them more likely to remain a member.