The Alberta Wheat and Barley Commissions
The Opportunity:
Alberta Wheat invests a great deal of its budget into cutting-edge agriculture research. But it’s challenging to convey the value of that research back to farmers in an interesting and non-intimidating way.
How we helped:
We started by disseminating the information, aiming to pull out just the parts that were valuable for farmers: why the research was important for their farms and the wheat industry in the long term and what the direct takeaways were for them.
Then we developed a variety of channels to deliver this information to Alberta wheat farmers (our target audience) to ensure there were effective forms of communication for each age group/technology preference.
The Results:
Plot2Farm:
Two trial studies were done in 2020 with barley and wheat farmers. We worked with Alberta Wheat to brand starter boxes to help these farmers conduct the trials on their farms. These boxes included a measuring tape, flag markers, record sheets, instructions, and more. We worked on this project from the start (creating a logo) to the end (branded the results) and continue to help Alberta Wheat advertise the opportunity to participate in these on-farm research trials.
Then we developed a variety of channels to deliver this information to Alberta wheat farmers (our target audience) to ensure there were effective forms of communication for each age group/technology preference.
The Results:
The Growing Point:
There is a growing appetite amongst farmers of all ages for podcasts, as they are easy to access from all mobile devices and farmers spend a lot of time in combines/trucks/other workstations. We capitalized on this by developing a podcast series focusing on Alberta Wheat-funded research.
In the Field Webinars:
With the restrictions around COVID-19 in 2020, many field days were cancelled throughout the province. We worked with Alberta Wheat to brand and advertise a series of webinars that they hosted in place of the in-person events.