Under the leadership of the Innovation Center for U.S Dairy® and Dairy Management Inc., Farm Energy Efficiency was established as one of 10 projects to help meet the industry’s voluntary goal to reduce greenhouse gas emissions by 25% by 2020. The dairy industry sought to initiate a Farm Energy Efficiency Awareness campaign to complement:
1. The launch of a new web resource linking farmers to energy facts and funding support
2. Grassroots outreach to promote state efforts to encourage farmers to get an audit
3. 10-state pilot to train professionals to conduct qualified on-farm audits
Positioning:
The primary PR-Marketing focus was to create unified brand messages and materials around two “call-to-actions”: encourage farmers to get an on-farm energy audit as a first step toward cutting costs and saving energy, and drive use of the SaveEnergy resource to find funding sources.
Campaign elements included:
• Brand Messaging and Promotional Toolkit
• Grassroots Events / Trade Show / Farm Tour Promotions
• Trade Media Support / Press Releases / Case Studies
Target:
• Dairy farmer leaders
• Cooperatives and milk marketing organizations, dairy trade associations, state/regional dairy promotion, utilities, rural electric, state government, national and state USDA Natural Resources Conservation Service (groups varied by state)
Farm Energy Efficiency to Reduce GHG
Under the leadership of the Innovation Center for U.S Dairy® and Dairy Management Inc., Farm Energy Efficiency was established as one of 10 projects to help meet the industry’s voluntary goal to reduce greenhouse gas emissions by 25% by 2020. The dairy industry sought to initiate a Farm Energy Efficiency Awareness campaign to complement:
1. The launch of a new web resource linking farmers to energy facts and funding support
2. Grassroots outreach to promote state efforts to encourage farmers to get an audit
3. 10-state pilot to train professionals to conduct qualified on-farm audits
Positioning:
The primary PR-Marketing focus was to create unified brand messages and materials around two “call-to-actions”: encourage farmers to get an on-farm energy audit as a first step toward cutting costs and saving energy, and drive use of the SaveEnergy resource to find funding sources.
Campaign elements included:
• Brand Messaging and Promotional Toolkit
• Grassroots Events / Trade Show / Farm Tour Promotions
• Trade Media Support / Press Releases / Case Studies
Target:
• Dairy farmer leaders
• Cooperatives and milk marketing organizations, dairy trade associations, state/regional dairy promotion, utilities, rural electric, state government, national and state USDA Natural Resources Conservation Service (groups varied by state)
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