LIVE CLIENT: VIRGINIA FARM BUREAU INSURANCE
THE ASK
LOW-BUDGET RECOMMENDATIONS TO BRING IN MORE ASSOCIATE MEMBERS.
Virginia Farm Bureau relies heavily on membership fees to help farmers continue to provide the nation with a variety of top-quality, affordable food and other products. The membership fee benefits include various product discounts and access to Farm Bureau insurance.
THE OPPORTUNITY
EXPAND VIRGINIA FARM BUREAU'S REACH BEYOND RURAL VIRGINIA.
Most of Virginia Farm Bureau's associate members reside in rural areas where they are able to directly see the impact farming has on their community... but the impacts of farming extend well beyond the countryside. Farming supplies many local businesses with produce and materials so they can serve individuals living in many of Virginia's major cities.
THE STRATEGY
ESTABLISH VIRGINIA FARM BUREAU AS THE BACKBONE OF A LARGER ECOSYSTEM.
Without farmers, Virginian's wouldn't have the same access to top-quality, affordable food. The work of Virginia farmer's plays a much larger role in supporting the Virginia way of life than most people realize... and it starts by supplying local businesses with high-quality food and materials.
THE TARGET
LOCAL BUSINESSES THAT DEPEND ON AND SHARE VALUES WITH FARMERS
We talked to local business owners who source their meat and produce from Virginia farms and found that they were on the same page as Virginia Farm Bureau when it came to values and beliefs. When asked if they could support Virginia farmers through their business insurance, they said yes without hesitation... the only question they asked was how?
Additionally, there is room for growth within Farm Bureau's business insurance, seeing as it makes up only 9 percent of membership
Below are Farm Bureau's core values and quotes from local restaurant owners we interviewed on why they value and support farmers.
“That’s the difference with farmers who have a great love for what they’re doing. They see things from the seed to the finish line. There’s a level of integrity working with farmers who do what they love."
- Darryl Boyd, CDC, Pasture
“We think that the food system is broken and hold the belief that buying directly from farmers is a step in the right direction. We know where our food is coming from and we feel better about it that way.”
- Sariann Lehrer, Owner The Broken Tulip
“We moved to this location specifically to open this restaurant because Virginia is known for having a broad and varied farming community... and that is something we really appreciate and highly value.”
- David Logan, Owner, The Broken Tulip
“We want to have mutually supportive relationships. Community was very much a part of our intention when we got this place. We got these big tables for it to be a community space.”
- Sariann Lehrer, Owner, The Broken Tulip
RECOMMENDATIONS
BUSINESS OWNERS AREN'T AWARE THAT BECOMING A MEMBER OF VIRGINIA FARM BUREAU IS A SIMPLE YET POWERFUL WAY TO SUPPORT THE FARMS THAT PRODUCE THEIR BUSINESSES FOOD. SO HOW DO WE INCREASE AWARENESS?
Happy Hours For Local Business Owners
Virginia Farm Bureau has a beautiful office with plenty of space to host a large group. Inviting local business owners to Farm Bureau's headquarters will not only give them a chance to network, but also become more familiar with Farm Bureau and all the great work it does for Virginia farmers.
Informational Packets For Business Owners
The packet will include:
1) An introductory card explaining the importance of supporting farmers and locally sourced products.
2) A list of the benefits you and your business get as a member and supporter of Virginia Farm Bureau.
3) A feature on Farm Bureau's purpose and value statements.
4) A copy of the Farmer poem.
ONCE WE'VE GOTTEN THE SUPPORT OF LOCAL BUSINESSES, WE NEED TO REACH INDIVIDUALS WITHIN THE VIRGINIA COMMUNITY. SO HOW DO WE GET THE ATTENTION OF THEIR CUSTOMERS?
Window Stickers For Local Businesses
When it comes to understanding where their food comes from, most city-dwellers have an 'out of sight, out of mind' mentality. So how do we get them to realize the impact that Virginia farmers have in their day to day life? By showing up where they shop.
So when a local business becomes insured by Farm Bureau, they will receive a welcome packet that includes this sticker to be placed on their front door for current and future customers to see.
Sponsored Posts On Social Media
By featuring the small businesses they insure, Virginia Farm Bureau can show Virginian's the important role they play in supplying their favorite restaurants and stores with all of their materials. Additionally, this is another way to alert other business owners that business insurance is something Virginia Farm Bureau offers.