Completed Project Report


Developing Marketing Plans and Strategies for Socially Disadvantaged, Limited Resource, and Native American Farmers and Ranchers in Oklahoma

  • Award Amount: $47,734
  • Regional Center: Southern Extension Risk Management Education Center
  • Grant Program: 2019 Education Projects
  • Project Director: Laurence Crane
  • Email: laurencec@ag-risk.org
  • Organization: National Crop Insurance Services

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Project Overview

This project was designed to enable small, limited resource, socially disadvantaged Native American producers of specialty crops in Oklahoma to understand and respond to marketing risk. Participants acquired market analysis skills and understood their own operations sufficiently to develop and implement detailed marketing plans at the enterprise level. 

Three sequential workshops (18 hours) supplemented by personal assignments and individualized counseling (60 hours) were delivered to 29 producers via a partnership of subject matter experts and local educators. Participants developed, for each decision variable in the Marketing Mix (product, price, place, promotion, people) a written goal, consistent with consumer preferences for their commodities. For each goal they delineated three specific actions they would take to reach those goals and committed to implement their specified marketing plans.

Educators reported that 19 participants completed the project accomplishing 1,686 (average 76.6) hours of homework and completed 276 (average 12.5) specific actions; evidence the project objectives were met, and expected actions accomplished.

This innovative, concentrated and iterative program, with sequential workshops, hands-on activities and individualized on-farm follow-up, provided participants an opportunity to succeed. This approach typically leads to long-term behavioral change, consistent with our experience showing behavior changes are more likely with sustained personal support.

Number of Participants: 87

Results

Project Steps

PROMOTIONAL MATERIALS

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EDUCATIONAL MATERIALS

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REPORTS & EVALUATIONS

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DELIVERY AREA

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