Changing outreach from the inside outSteps toward removing barriers, changing the view of our perceived customer base and accepting our market potential

Stuart A. Lee – North Carolina USDA Natural Resources Conservation Service

The general public can have a vested interest in USDA. This is achieved by (1) hearing our message, (2) receiving eligible services , and (3) trusting that a local USDA relationship is genuine. But what is keeping everyone

away from USDA? What can we change to assure equal opportunity/access is

afforded to all potential customers?

To achieve this equal access, we started to look at a basic social marketing approach (Outreach becomes Social Marketing).

Foundation to approach: 1. What are our services?

2. Who is currently benefiting from our services? 3. Who can utilize USDA,

but isn’t benefiting ?4. Where are the people

that can benefit, but aren’t?

5. Why aren’t they utilizing USDA Services?

6. How is our target audience changing - dynamics,

future, potential?

The average life-span is 76 to 78 years: about

28,470 days.

USDA NRCS was established in 1935: about 28,470 days.

If we remove sleep / non-working hours (about 12,076 days) we have, on average, 16,394.58 days to make an impact on others….time not to waste.

Historically, NRCS’s customer base has been about 90% non-minority.

The agency has also had (77 years) 16,394.58 days to make an impact on others…and considering that historically underserved groups make up

roughly 10% of our customer base…

Then, out of 77 years, we’ve only spent about 4.5 years assisting the historically underserved.

Why the urgency in North Carolina?

The counties highlighted in yellow are where minorities currently make-up more than 10% of the population. The counties highlighted in orange are where minorities currently make-up more than 17 % of the population. The counties highlighted in red are counties where the minority population currently make up more than 28% percent of the population.

Bladen

Sampson

Duplin

Why the urgency in North Carolina?

Projected 2033Demographics

Looking In before going out…

Presenting the 4.5 years information to our staff and partners led us to realize…

1. There is some denial in accepting the demographic reality.

2. Training in communications – removing established methods and rebuilding messaging

3. Being ok with not being able to provide service from our agency, but comfortable in directing to someone who can.

4. Understanding and accepting our individual biases and how we feed into them through our actions and how we communicate.

Building Acceptance Creating a method for acceptance.

1. “Safe Bubble” Training

2. Demonstrate the true potential and opportunity for new customers

3. Teach and empower Social Marketing…six parts for establishing

the foundation.

4. Build internal support from sister agencies and partners.

5. Communications / messaging / marketing developing real and

lasting opportunities - it has got to change!

The Safe Bubble

First Step: Initial Training

Helping staff to feel comfortable talking about their concerns,

issues and the realities.

The Safe Bubble - Typical Comments Some of the views of the field office and partners regarding reaching new customers:

1. There are no new customers out there.

2. We’ve been here for years and nothing is stopping them from coming in the door.

3. Outreach is education, landowner meetings, and putting information in the newspaper.

4. We don’t have anything to offer (insert agency or partner name) due to lack of funds or programs.

5. NASS shows that 1% are farming – we have 8 minority customers, and therefore have reached all potential new customers.

6. We cannot find them any new customers.

7. We don’t have enough time to find them.

8. I’m not racist and I’ll do anything I can to help, but what more can I do that we haven’t already done.

They are there… … it can happen

Demonstrating the True Potential and where our internal

perceptions fail us.

Semple Farm Road Hampton, VA.

Demonstrating the Opportunity and Potential

Showing field staff how to find the people and then sell these customers cooperative partnerships/relationships – NOT programs.

Six Part Social Marketing plan1. Year One plan2. Historically Underserved Profile3. Economic Profile4. Gate Keepers5. County Events6. Partner Input/ Notes/Reports

Teaching Social Marketing and Empowering

Findings from Six Part Social Marketing PlanBladen County Example

1. Bladen County is 18th in the nation for minority landownership – more than 50% minority in county.

2. 89% of land is in ag, forestry, pasture, crop, wetland or private non-industrial use.

3. Bladen is in the top 20 counties for ag production in the country.4. Projected small scale farm use is growing.5. Minority landownership is increasing.6. There are websites that list minority owned businesses, churches, events, large

family reunions.7. 3,400 people speak more than one language.8. Over 1,000 vets

The list goes on…

TimelineYear OneFirst – training for partners and employees to discuss some of the hard issues/pyschographics/biases.

Second - field offices carry out the research needed to find their new potential customer base (social marketing foundation).

Year TwoThird – Changing communications to customers by focusing on building a relationship in the process of selling services, rather than focusing on selling services/programs solely.

Obstacles1- Universal Acceptance – It is difficult to accept the viewpoint of the potential new customer and understand why they aren’t participating in our programs. It is difficult to accept the merging of outreach with social marketing. It is important to understand that you must communicate differently to generational and new customers.

2- National Outreach Model - The Outreach Division should have a national perspective and focus on social marketing, building branded customers, and be better equipped to build opportunities with lasting results. (Work units at departmental and agency level that can also build a strategy forward from social marketing and psychograhic research.) 3- Localize Participation –

a. FSA County Committeesb. Local Work Groups

4- Funded NGO Outreach – Making sure that external partnerships and agreements lead to tangible results that build lasting business.

5- Branding - Company branding but not losing brand identity.

6- National, Agency, and State Level Communications – Be able to communicate to generational customers as well as brand new customers.

Obstacles … National Communications

Obstacles … Agency Communications

Obstacles … State Communications

Obstacles

7- Need for Expanded Training

8- Need More Time and Staffing

**Views that no longer have a place in our offices.**

In three years, NRCS in North Carolina has had a 120% increase in participation

in Farm Bill Programs in our Historically Underserved Demographic.