CyerLiiCe Communica'ians Outreach Committee Canfeleme Call May 13, 2015 1 0 am -- 11:00 am ET Stan lieps Committee Members whitney Gray Ann Bryan, Syngenta Sarah Maceda Gen Jake Vohrl CONFERENCE CALL AGENDA 1. Welmme and lntrodunion --Ann Bryan 10:00 am 2. Amitrust Guidelines Reminder-- Sarah Macedo 10:05 am 3. Appmval oiMinutes--Ann Bryan 10:10 am 4. Action item Rerap--Ann Bryan 10:15 am 5. 2015 Marketing Plan Update -- Gen 10:20 am . Mega 15 Update . Update on The Talk 5. LIST Update -- Gen 10:25 am 7. Website/Serial Media Review -- Sarah Macedo 10:30 am a. Food Waste Campaign -- Gray 10:35 am Scienre or Swat CampaiganEn Growers in the us. Campaign -- Jake Vahn Nun on Campaign -- Sarah Maceda 9. Paid opportunity: iscovery Science Channel -- Whitney Gray 10:40 am 10. Graphics Update -lake Yahrl 10:45 am 11. other Business/New Business -- Ann Bryan 10:50 am 12. Adjournment and Wrap-Up- Ann Bryan 11:00 am Reminder: 00/ next conference call is Scheduled on Friday, June 1 7, 2016 10:00 -- 11:00 am ET ClfiopLife Communications Outreach Committee Canfelente Call April 22, 2015 10:00 am -- 1 am ET Call in Numbe-- Stan Reps whitney Gray Sarah Macedo Geri D'Suliivan lake Vohrl Committee Members Darren Anderson, Vive Crop Protection Meg Bradman, Valent Ann Bryan, Syngerlta Danielle Leeper, Gowan Peyton Merriam, Syngenta N0rik0 Nakada, ISK Cori Ann DuPont Lisa Nichols, Eric Tamichi, Valent CONFERENCE CALL AGENDA 1. Welcome and Intmduninn --Ann Bryan 10:00 arn 2. Antitrust Guidelines Reminder-- Sarah Macedo 10:05 arn 3. Approval alMinutes--Aml aryan 10:07 am . Approved! 4. Action Item Recap--Ann Bryan 10:09 am 5. 2015 Marketing Plan Update -- Gen 10:20 arn We received all submissions for the MP tchhe Talk yesterday aftemaan. Gen, Sarah and will review submisslans, determine the (wt: ta three successful candidates we can bring in for Inspevsan presentations. The agency will be hired by the end ol April. This campaign will be a hum0r0us take an discussing how pesticides are a vital and necessary part ol the 0.5. food system CDC Action Let Savzh know if you wauid iike to be invoived In the Rfi' pracess. CLA Anion Geri send the revised mzvketing pizn to the COC Wlli make notes about what changed, what stayed the same, etc. Remember--the marketing plan is a living document! 5. LIST Update -- Gen O'Sullivan 10:27 am Hawail Vide0 i Dateline has been on a st0rv about pesticides, GMOs and Hawaii lor a while. However, the program airdate continues t0 be pushed back. ii They have been unsuccessful in getting pe0p|e an camera t0 discuss the issue iii. There are multiple pieces of litigation going on set to hit the 9th circuit. There are a lot of complex issues going on in the state! iv. Syngenta requested the creation of a video on this issue. v. COC Action Item: Let Ann know what you think about this idea. vi. Meg – another vehicle may be better to communicate this information rather than a video. vii. Cori Ann – agrees with Meg but will give it a bit more thought. 7. Spring Conference Update – Gen O’Sulllivan  10:44 am Great feedback from attendees of the conference! As usual, the conference got into the science “weeds” but there was an increased focus on the importance of communicating science in a relatable way.  CLA will send the survey out next week. 8. Website/Social Media Review – Sarah Macedo 10:50 am  Our Klout score increased!  COC Action Item: Let Sarah know if you want a copy of the #AgLoudAgProud flyer to post in your office.  CLA Action Item: Sarah will circulate more information on the #AgLoudAgProud campaign (i.e. social media posts, etc). 9. Tell Me More Update – Whitney Gray/Jake Yohn  10:55 am Whitney, Gen and Jay are attending Washington Watch next week where they will advertise #AgLoudAgProud!  Upcoming infographs: Seed to plate, monarchs and #AgLoudAgProud.  COC Action Item: Email Jake if you need a specific format for the infographs! 10. Other Business/New Business – Ann Bryan 10:56 am 11. Adjournment and Wrap-Up – Ann Bryan 11:00 am Reminder: Our next conference call is scheduled on Friday, May 20, 2016 10:00 – 11:00 am ET Communications Outreach Committee Conference Call Action Items April 22, 2016 COC INDIVIDUAL ACTION ITEMS: 1. COC ACTION ITEM: Send CLA information to supplement the ‘why’ and ‘how’ messages of ‘pesticides are a vital and necessary part of the U.S. food system’ 2. COC ACTION ITEM: Have dedicated back-ups for people on the COC for major issues. i.e. Peyton is Ann’s back-up on Syngenta for the COC, etc. 3. COC ACTION ITEM: Any connections from states we’re active in that you can forward to us are a tremendous asset. Let us know and we’ll connect them to Paradigm. 4. COC ACTION ITEM: Send Francesca speaker suggestions if you attend a meeting and listen to an engaging and thought-provoking speaker. 5. COC ACTION ITEM: Send Sarah women in ag groups on Twitter. Katie to send Sarah list of active farmers on social media. CLA ACTION ITEMS: 1. CLA ACTION ITEM: Add a social share function on website for materials like posters and infographics 2. CLA ACTION ITEM: Continue coordination between COC and SAC calls/meetings. CLA to push communications to COC from Government Relations/SAC. Determine CLA LIST contact for COC. 3. CLA ACTION ITEM: Improve material dissemination of approved LIST documents to COC. 4. CLA ACTION ITEM: Sarah to work with Francesca to schedule COC meeting during the AM. Will work on the logistics and details. 5. CLA ACTION ITEM: Sarah will send COC a package with more information on the #AgLoudAgProud campaign (i.e. social media posts, etc). CLA/COC ACTION ITEMS: 1. CLA/COC ACTION ITEMS: Brainstorm on how to link The Talk to our issues (LIST, pollinators, sustainability, etc.). Highlight social media network for amplification of message. 2. CLA/COC ACTION ITEMS: Research and create 4 – 5 bullet points about why pesticides are a necessary part of the food system will factor heavily into LIST messaging. 3. CLA/COC ACTION ITEMS: Brainstorm one gesture or symbol after they have The Talk (time-out for the talk) that people can share on social media. CropLife Marketing Plan 2016 2016 CLA Marketing Plan Will be updated with images and title once final draft is approved. v Page 1 1.0 Marketing Vision 1 1.1 Goals ............................................................................................................................................. 1 1.2 Purpose......................................................................................................................................... 1 1.3 Picture ........................................................................................................................................... 1 2.0 Ideal Customer .............................................................................................................................. 1 2.1 Market Needs ............................................................................................................................. 1 2.2 Market Trends ............................................................................................................................ 2 2.3 Market Description ................................................................................................................... 2 2.3.1 Demographics .................................................................................................................... 2 2.3.2 Psychographics .................................................................................................................. 3 3.0 Remarkable Difference ............................................................................................................... 3 3.1 Differentiators ............................................................................................................................ 4 3.2 Direct Competition ................................................................................................................... 4 3.3 Indirect Competition ............................................................................................................... 4 3.4 Model Competitors ................................................................................................................... 4 4.0 Core Strategy ................................................................................................................................. 4 4.1 Core Message ............................................................................................................................. 5 4.2 Positioning Goal ........................................................................................................................ 5 4.3 Key Strategic Indicators ........................................................................................................ 5 4.4 Core Branding Elements ........................................................................................................ 5 4.4.1 Colors .................................................................................................................................... 5 4.4.2 Logo ....................................................................................................................................... 5 4.4.3 Images .................................................................................................................................. 5 4.4.4 Type ....................................................................................................................................... 5 5.0 Product/Service Innovation ...................................................................................................... 6 5.1 Hourglass Strategy .................................................................................................................. 6 6.0 Marketing Materials ..................................................................................................................... 7 6.1 Marketing Kit .............................................................................................................................. 7 6.2 Marketing Story ........................................................................................................................ 7 6.4 Testimonial Plan ........................................................................................................................ 7 6.5 Multi Media Materials .............................................................................................................. 8 7.0 Web Plan .......................................................................................................................................... 8 7.1 Website Marketing Strategy ................................................................................................. 8 7.2 Website Function ...................................................................................................................... 8 7.2.1 Domain Name and Hosting ........................................................................................... 8 7.2.2 Website Content ............................................................................................................... 9 7.2.3 Website Layout and Pages ............................................................................................ 9 Page 2 7.2.4 Keeping it Fresh ................................................................................................................ 9 7.2.5 Design Elements ............................................................................................................... 9 7.2.6 Website Builder ................................................................................................................. 9 7.3 Search Engine Strategy ......................................................................................................... 9 7.4 Social Media Plan ...................................................................................................................... 9 7.4.1 Lead Capture Strategy ................................................................................................. 11 7.4.3 Social Networking .......................................................................................................... 11 8.0 Advertising .................................................................................................................................. 9 Table: Advertising Milestones ............................................................................................... 13 Chart: Advertising Milestones ............................................................................................... 13 8.2 Public Relations ....................................................................................................................... 13 8.2.1 Media List .......................................................................................................................... 13 8.4 Newsletters ............................................................................................................................... 14 Table: Newsletters Milestones .............................................................................................. 14 8.4.1 Mailing List Source ......................................................................................................... 14 9.0 Lead Conversion Plan ............................................................................................................... 14 9.3 CRM Plan .................................................................................................................................... 14 10.0 Service Experience .................................................................................................................. 15 10.1 Community Building Plan .................................................................................................. 15 10.3 Customer Retention ............................................................................................................ 15 11.0 Marketing Calendar ................................................................................................................. 15 12.3 Measurement Plans ............................................................................................................. 16 13.1 Marketing Organization ..................................................................................................... 16 13.1.1 Organizational Chart ................................................................................................... 17 Org. Chart: Organizational Chart ..................................................................................... 17 13.2 Keys to Success Training Plan ........................................................................................ 17 Page 3 1.0 Marketing Vision To reach out to new and diverse audiences with a positive and educational approach. And to keep the plan fresh by:  Regular reviews of the plan over the next year.  Year-end review to kick-off the 2017 plan.  Weekly updates on campaigns, activities, social media, conferences and events. 1.1 Goals 1. 2. 3. 4. 5. 6. Enact sustainable, cohesive marketing plan that will function for years to come. Carry out all planned campaigns for 2016. Keep website fresh on a quarterly basis with updated front page content. Budget CLA's funds as if they were our own. Expand audience for Tell Me More (educators, ag industry, etc.) Expand platforms for social media. o Grow followers and reach. 7. Pursue professional development opportunities. o PRSA, National Journal, Adobe, Softek, Ag Communicators, WWPR, CTIC Conservation in Ag Tours, etc. 8. Enhance our in-house design capabilities. 9. Create more lines of communication with other departments. Regular meetings/updates with government relations, SciReg and legal. 1.2 Purpose Promote CLA's vision and mission via marketing campaigns throughout the year. 1.3 Ideal Picture Members see CLA as highly valuable. The average person on the street understands the important role of pesticides in providing food, fuel and fiber. The EPA and elected officials come to us for information and base their regulatory decisions on science. Government officials consult CLA regarding agricultural policy. Industry employees are empowered to speak on the benefits of modern agriculture. Consumer media contact CLA as industry authority regarding agricultural stories. 2.0 Ideal Customer We've identified four separate audiences with subcategories. It's clear that we have a diverse set of needs and motivations. Our campaigns will reflect these various opinions. 2.1 Market Needs I. Member Companies – Resources to educate internal employees on the benefits of modern agriculture, guidance on research and industry response on emerging issues, thought leadership in the application of digital content. II. Government Page 1      Staffers - Need to look like forward-thinkers, like they "have the in" in front of managers Federal elected - Need to look good in front of constituents; to get re-elected. Federal appointment - Need to keep job, respect from peers. State - Need to look good in front of constituents; to be re-elected; to look supportive of state, not federal. Municipalities - Need to create legacy (family name); to fight "the man" III. Public      Moms - Need to be accepted; to create legacy through children Recent retirees – Looking for best choices, interested in health of grandchildren Millennials - Need to look like forward-thinkers, like they "have the in" in front of managers Ag workers (non-members) - Need to communicate message effectively Food industry o Restaurant Industry - Needs customers; to talk about food origin o Farmers Markets - Needs customers; to talk about food origin IV. Media     Trade publications - Need expert opinion; connection Top tier - Needs quick synopsis; expert opinion; connection Farm broadcasters - Need expert opinion Local - Needs quick synopsis; full story; expert opinion 2.2 Market Trends Our market trends fluctuate at a rapid pace and this marketing plan is developed to address those changing needs, such as adoption of social media or digital technology and changes in sphere of influence related to different stakeholders. 2.3 Market Description 2.3.1 Demographics I. Members    Individual Associate Active o Formulator/Distributor o Basic Manufacturer II. Government      Staffers Federal elected Federal appointment State Municipalities Page 2 III. Public     Moms – Ages 20 - 40 Millennials – Ages 12 - 34 Ag workers (non-members) Food industry o Restaurant Industry o Farmers Markets IV. Media     Trade publications Top tier Farm broadcasters Local 2.3.2 Psychographics I. Member Companies - friendly, supportive, interested in information II. Government      Staffers - socially conscious Federal elected - friend and foe, politically driven, status quo, fickle Federal appointment - friend and foe, politically driven State - socially conscious Municipalities - socially conscious, aggressive, status quo, activist III. Public     Moms - guilt, bullying, competitive Millennials - socially conscious, impulsive, distrust corporations (except Apple) Ag workers (non-members) - supportive, traditional, resigned, low income, displaced, smaller voice, not communicative Food industry o Restaurant industry - ambitious, price-conscious, quality products o Farmers markets - activist, socially-conscious, competitive IV. Media    Trade publications - friendly Top tier - less friendly, fickle Farm broadcasters - friendly 3.0 Remarkable Difference Provide sound information that gives all audiences the necessary details to make informed decisions regarding pesticides. Page 3 3.1 Differentiators Members      Legislative Rally Facilitate meeting opportunities during our annual meeting Host excursion trips during our annual meeting Robust toolkits to deal with emerging issues Give members a voice to EPA and USDA Government      Provide industry perspective Science-backed facts Provide realistic narratives Voice for farmers and ag community On-demand emerging issue information Public    Science-backed facts Provide realistic narratives, tell a story Voice for farmers and ag community Media  Expert, science-based and balanced information - immediately 3.2 Direct Competition Friends of the Earth, EWG, PAN, Center for Food Safety, Union for Concerned Scientists, Mother Jones, Food Babe 3.3 Allied Organizations ASTA, Fertilizer Institute, AFBF, BIO, Grocery Manufacturers, USFRA, American Farmland Trust, Field to Market: The Alliance for Sustainable Agriculture 3.4 Sister Organizations CLI, Regional Associations, Oregonians for Food and Shelter, Washington Friends of Farms and Forests, RISE 4.0 Core Strategy By effectively communicating the vital and necessary role pesticides play in the U.S. food system, CLA enhances the ability of its members to succeed. Page 4 4.1 Core Message Crop protection products are a vital and necessary component of the U.S. food system. 4.2 Positioning Goal Provide value to our members by promoting the benefits of pesticides. 4.3 Key Strategic Indicators       Increase in membership o Increase in member interaction Increase in social media interaction o Growth in diverse follower base Increase in web traffic o Increase in click-throughs o Time on site o Returning visitors o New visitors o Downloads o Member page visits Increase in events participation, attendance Audience reached through conference presentations Narratives received o Photo campaign - #AgLoudAgProud o Stories w/ photos 4.4 Core Branding Elements     Logo Colors Fonts Messages 4.4.1 Colors Refer to the style guide. 4.4.2 Logo Refer to the style guide. 4.4.3 Images Farmers markets, produce display, people in kitchens, families eating fresh produce, friends at a restaurant, commercial kitchen, cafeteria, CSA boxes, produce fields with produce stands, farmers with technology, and bees. 4.4.4 Type Refer to the style guide. Page 5 5.0 Product/Service Innovation I. Member Companies - Offer resources in the areas of communications, science & regulatory affairs, legal, and government relations. Present the industry's perspective and give them a united voice. II. Government - Science-backed, industry perspective. Resources to make informed decisions. III. Public - Providing information that inform purchasing decisions and increase general knowledge of agricultural practices. Education. IV. Media - Access to industry and scientific experts. Science-backed, industry perspective. Resources to write informed articles. 5.1 Hourglass Strategy I. Member Companies - Creating materials that explain the value of membership. II. Government      Staffers - Finding a way to connect (social media, GR Newsletters) Federal elected - Marketing through their staffers and the PAC Federal appointment - Make their lives easier through providing scientifically backed, nontechnical information (GR Newsletter) State - Make their lives easier through providing scientifically backed, nontechnical information and finding a way to connect (GR Newsletter) Municipalities - Giving them the information they need to feel okay about and understand pesticides (GR Newsletter) III. Public     Moms - Working with mom blogger who are friends of the industry Millennials - Social media Ag workers (non-members) – Social media, Tell Me More Food industry – Food centric events (Fancy Food Show) o Restaurant Industry o Farmers Markets IV. Media     Trade publications Top tier Farm broadcasters Local Page 6 6.0 Marketing Materials - Social Media Newsletters Brochures Website Conferences/Meetings/Events/Expos Media: Radio, newspaper articles, TV advertisements Podcasts 6.1 Marketing Kit Materials for member-resource library include: PowerPoint templates, talking points, media statements, infographics, social media sample posts, in-depth white papers/reports, etc. 1. #ScienceOrSwat 2. #AgLoudAgProud 3. Monarch 4. ESA 5. Lab-to-Label 6. Pollinators 7. Soil 8. WOTUS/CWA 9. Neonics 10. Nutrition 11. Seed treatments 12. Food waste 13. LIST 14. Farms in the U.S./Family Farms/Types of Farming o Integrated Pest Management o Conservation Tillage o Women in Ag 15. Invasives 6.2 Marketing Story Pesticides are vital and necessary components in growing the high-quality, nutritious food that we eat, and they also contribute to stronger environmental and human health, sustainable growing practices and ecological diversity. The crop protection industry wants to make the world the best place it can be, and supports farmers and ranchers, families, wildlife and the vital resources that we all share. Would the world be a better place without pesticides? We believe that without them, our overall quality of life would diminish. (*Multiple reports demonstrate the positive impact of crop protection products, such as CLA’s reports, The Contribution of Crop Protection Products to the United States Economy and The Role of Seed Treatment in Modern U.S. Crop Production: A Review of Benefits) 6.3 Testimonial Plan CLA receives testimonials through our Master’s in Modern Ag (MMA) educational quiz program. In the main MMA degree, learners have to write a testimonial or submit a video testimonial on Page 7 how/why they support modern ag. We include these testimonials in our monthly Tell Me More newsletter and in other materials as needed to show the face of modern ag and support advocacy efforts. 6.4 Multi Media Materials     "The Talk" Podcasts Instagram Animated infographics 7.0 Web Plan 7.1 Website Marketing Strategy     Create awareness - Through small campaigns throughout the year Access to information - Through media relations and sharing information Facilitates involvement - Through event sign-ups and sharing information Facilitates advocacy efforts - Through downloadable resources 7.2 Website Function         Staff contacts Tell the story of modern ag Tell the story of CropLife America Facilitate media inquiries Share news releases Provide member resources Provide consumer resources Facilitate event sign-up's 7.2.1 Domain Name and Hosting www.CropLifeAmerica.org www.claabc.com www.clamember.com www.croplife.us www.croplifeamerica.biz www.croplifeamerica.com www.croplifeamerica.net www.croplifeamerica.us www.croplifefoundation.com www.croplifefoundation.net www.croplifefoundation.org www.croplifestewardship.com www.croplifeusa.com www.croplifeusa.org www.cropstewardship.info www.cropstewardship.net www.cropstewardship.org www.farmfamilyexposurestudy.org www.pesticidemodels.org Page 8 www.stewardshipfirst.org 7.2.2 Website Content Over the course of the year, work with COC website workgroup to revise the homepage to reflect current campaigns and provide key information. 7.2.3 Website Layout and Pages Done. 7.2.4 Keeping it fresh We have developed a Homepage Taskforce that meets a few times a quarter to discuss homepage revisions. 7.2.5 Design Elements      Clean Food & consumer focused Colorful Modern Approachable 7.2.6 Website Builder Done. 7.3 Search Engine Strategy Ideal key words: Pesticide(s), agriculture, food, nutrition, crops, Tell Me More, farmers, farms, pollinators, ranchers, fungicide, herbicide, fungicide, weed killer, Round-Up, Glyphosate, poison, Organophosphate, Monsanto, organic, synthetic, conventional, Big Ag, Dow, DuPont, Syngenta, USFRA, AFBF, EPA, crops, crop protection, pyrethroids, atrazine, chlorpyrifos, neonics, neonicotinoids, monarchs, milkweed, cotton, soybeans, corn, agrochemicals, farm chemicals, residue, run-off, leaching, drift, prairie strips, fumigation, fumigants, food supply, food system, sustainability, food quality. 7.4 Social Media Plan Generate a cohesive campaign posting schedule across all active CropLife America social media platforms (Facebook, Twitter, Instagram, LinkedIn, and YouTube). The actions outlined below will be based on campaigns previously addressed. Use Hootsuite to plan out and streamline multiple platform posting. Twitter  Daily posting schedule Page 9 Post a minimum of four tweets per day with at least one tweet tied to one of our campaigns (i.e. #AgLoudAgProud, food waste, nutrition, etc.). o Continue posting about pollinators as an extension of CLA’s Pollinator Outreach Program to balance the conversation around bees and agriculture. o Highlight CLA events (when appropriate) to encourage attendance and highlight CLA as a transparent information source. o Tweet about important industry issues as they emerge (i.e. Zika, etc.) o Continue to post evergreen benefits messages around crop protection to open conversation about pesticides and agriculture. 'Annual day/month/year' posts o Will integrate national food days/months/year (i.e. International Year of Pulses, Fresh Fruit and Vegetables Month, National Beer Lovers Day, etc.) into social media schedule o This will help engage a broader audience who may not be aware of CLA, drawing more followers and possible agvocates to amplify messages Twitter goal = reach 7,000 followers by 1/17. This will represent a 677% increase in followers since CLA began its focus on social media in 2012. o   Facebook  Weekly posting schedule (minimum of three posts per week) o This platform has shown tremendous potential for growth and more employees of member companies are active on Facebook than other platforms. Facebook represents a grassroots advocacy platform for CLA messages.  Relatable narrative content o Facebook will be a repository of positive messages about U.S. agriculture with Way Back Wednesday/Throwback Thursday posts, highlights from the #AgLoudAgProud campaign, materials (i.e. infographics, posters, toolkits, etc.). o Will integrate national food days/months/year (i.e. International Year of Pulses, Fresh Fruit and Vegetables Month, National Beer Lovers Day, etc.) into posting schedule.  Like goal of: 4,000. This will represent a 101% increase in followers since CLA began its focus on Facebook in January 2016. Instagram  Develop standard for gathering photos o Sarah to use clipping tool and save as jpegs on L drive for future use.  500 followers by 1/17  Lunch n'Learn on proper photography o Teach CLA staff how to take interesting photos that can be used on social media as well as CLA newsletters. Provide basics on photography as well as creating unique photos.  Selfie Workshop at Annual Meeting/Spring Conference o Kick-off the selfie #AgLoudAgProud campaign at the Spring Conference. Create a step-and-repeat backdrop for photos that can be used at Spring Conference receptions and at the Annual Meeting. o Provide branded selfie sticks as swag items at the Spring Conference for attendees to use throughout the year to take #AgLoudAgProud photos. o Encourage attendees to follow CropLife America on Twitter, Instagram, Facebook and LinkedIn & join the initiative.  Push out to staff, members, friends o Send emails to CLA committees, in CLA newsletters and on Twitter and Facebook to publicize CLA’s Instagram. Page 10 LinkedIn  Jobs in agricultural industry 'Was your first job cleaning stalls, but then you got a degree in communications? You can still get a job in ag...'  Tell Me More content sharing o Share new infographs, posters, toolkits, etc for use to LinkedIn group members. o Post blog articles on LinkedIn.  Ag Industry articles o Post relevant industry articles on LinkedIn.  Publicize Campaigns o Post messages to introduce major CLA campaigns (i.e. #AgLoudAgProud, Science or Swat, The Talk). YouTube  Post 'The Talk' video series o Reach out to allies and members and ask they help publicize the videos in social media, newsletters, etc. o Outreach to ag trades to publicize the video series.  Post animated videos for smaller campaigns o Reach out to allies and members and ask they help publicize the videos in social media, newsletters, etc. o Outreach to ag trades to publicize the video series.  Reach 200 subscribers by 1/17. This will represent an 81% increase. Tell Me More Blog  Pushing podcasts o Short (i.e. 15 minutes), interview format podcasts on all campaigns. Having a third party chime on will help legitimize CLA’s campaigns and voice. o The lead on each campaign to draft questions and secure the interviewee and appropriate interviewer. o Create Podcast category on Get Involved page on the website to house all podcasts. o Publicize in CLA newsletters, social media and blog.  Glean metrics  Farmer interview series/other series o Create an interview series focused on local farmers. Have standard questions and a few directed questions relevant to the farmer being interviewed. o Depending on the success of the farmer series, we can explore the possibility of other podcast series (i.e. ask a nutritionist, regulatory perspective, etc.) 7.4.1 Lead Capture Strategy    TW&N: Weekly newsletter with information EPA update, CLA events, and other news o Switched newsletter platform to Mailchimp for ease of viewer tracking and mobile compatibility. Tell Me More: Monthly newsletter with information on how to advocate for modern ag and crop protection products o Switched newsletter platform to Mailchimp for ease of viewer tracking and mobile compatibility. CropLife Political Insider News: Monthly newsletter with information on political insight 7.4.2 Social Networking Blog Page 11     Farmer podcasts into blog post; from farmers' perspective o Create blog posts from farmer series podcasts (with farmers’ consent and final review of draft post). o Provides a steady flow of blog content. o Posts can be used on the following social media platforms (IG: photo of farmer, link to blog post in profile; Facebook/LinkedIn: summary of podcast with link; Twitter: direct followers to podcast) Student perspectives (CLASS; interns; etc.) o Create a series of blog posts with youth in ag perspectives. From studying ag to their impressions of the industry, we can capture great content for the blog and segue way into a possible podcast suitable for publication on all social media platforms. Meet a Member o TW&N Meet a Member profiles can be repurposed as blog posts. Videos/infographs/campaign materials/posters/reports o Continue to publicize new CLA materials on blog; ensure packaging of member resource library resources as a themed packet of info. Podcasts:  Possible subjects of podcasts include: o Farmer/Applicator interviews for legislative newsletter o Nutrition interviews (nutritionists) o APHIS on invasive species impact on agriculture o #AgLoudAgProud interviews with students (CLASS, interns) o CSA coordinator interviews o Food waste policy e.g. SOME, food waste orgs o Future farmer interviews o Unique farming operations e.g. Mung farmers in Minnesota 8.1 Advertising Advertising & Outreach Tracking Advertising Medium Contact Name Contact email Distribution Cost/Ad or Booth AgriPulse - Ad Sandi Schmidt sandi@agri-pulse.com 785 offices on the Hill $6,000 (ads) National Farmers Union (March) Chandler Goule cgoule@nfudc.org 550 attendees $5,000 (booth) *paid by GR NAFB Washington Watch (April) Kim Holland kim@nafb.com 50 attendees $750 (booth) Society of Environmental Journalists Conf. (September) Christine Bruggers cbruggs@sej.org 800-1,000 attendees $450 (ad) Teacher's World - FFA Glen Sims gsims@ffa.org (October) 60,000 attendees Cost unknown (booth) Agriculture Future of America Conference (Nov.) Annie Storey Annie.storey@agfuture.org 750 students, 375 industry $350 plus $375 to register NAFB Trade Talks Kim kim@nafb.com 700 attendees $1,500 plus $150 to Page 12 (November) Holland register Table: Advertising/campaign Milestones Campaign The Talk #ScienceOrSwat Nutrition Invasives #AgLoudAgProud Food Waste Farms in the U.S. Start Date 8/1/2016 3/3/2016 6/15/2016 8/1/2016 4/12/2016 8/1/2016 7/1/2016 Total Campaign Budget End Date 12/31/2016 1/31/2017 10/31/2016 10/31/2016 12/31/2016 10/16/2016 12/31/2016 Budget $50,000 $20,000 $10,000 $10,000 $20,000 $20,000 $25,000 Manager Gen Gen Sarah Gen Whitney/Sarah Whitney Jake Department Comm Comm Comm Comm Comm Comm Comm $155,000 Chart: Advertising/campaign milestones [To be inserted in InDesign] 8.2 Public Relations (articles/op-eds) Major Story Ideas:  Bee Health  Lab-to-Label  Food waste  Types of Farming Minor Story Ideas:  #ScienceOrSwat  Monarch  Nutrition  Seed treatments  Farms in the U.S./Family Farms  Invasives 8.2.1 Media List CLA houses its media lists within the online platform, Meltwater. CLA recently switched to the platform as it was half the price of the previous platform, Vocus, and has similar capabilities. Within Meltwater, CLA uses ten main media lists to target specific audiences:  Ag Communicators  Ag Trade Publications  Farm Broadcasters  Policy Trade Publications  Top Tier Media  State Associations  CLA Board  CLA Network (staff, CLI, RISE, etc.) Page 13   Communications Outreach Committee Strategic Oversight Committee 8.4 Newsletters      This Week & Next Tell Me More Government Relations - To be named (Updates From the Hill, Government Relations Report, Hill & Dale) CropLife Political Insider News Distributor Digest Table: Newsletter Milestones Direct Marketing This Week & Next: Weekly Tell Me More: Monthly Government Relations: Bimonthly CropLife Political Insider: Monthly Distributor Digest: Quarterly Total Direct Marketing Budget Start Date 3/16/16 4/15//16 4/15//16 4/15//16 5/1/16 End Date 12/31/20 12/31/20 12/31/20 12/31/20 12/31/20 Budget $0 $0 $0 $0 $0 Manager Jake Yohn Whitney Gray Jared Henderson Jared Henderson Jake Yohn Department Communications Communications Gov’t Relations Gov’t Relations Legal/Communications $0 8.4.1 Mailing List Source 9.0 Lead Conversion Plan We plan to increase the number of crop protection advocates through the following strategies:  Promote the benefits of crop protection products in general.  Enable advocates to talk about crop protection products at social gatherings by giving them quick and easy facts on how crop protection products help farmers produce seasonal/holiday foods (Christmas trees, watermelon in the summer, etc.).  Open up conversation and encourage more people to get involved in the discussion on food.  Put a face to agriculture and show that real people make up the crop protection industry. 9.2.2 Pitch Pesticides are a vital and necessary component of the U.S. food production system. 9.3 CRM Plan Create way to track partner organizations, congressional staffers, mommy bloggers, etc. Page 14 10.0 Service Experience    Member-driven events that provide networking opportunities, facetime with industry experts and government officials. Communications services provided and continually working to increase efficiency and value of services provided. Ensuring service experience is provided in an effective and professional manager e.g. communicating the experience and expertise of our staff 10.1 Community Building Plan Push beyond supporting departments, generate communications-focused campaigns. Develop method of tracking value given to members through materials and determine system of metrics to measure value and analyze growth.  Members: Committees, Spring Conference, Annual Meeting, other events.  Agvocates: Tell Me More materials  Social media followers  Website e.g news releases, public comments  Newsletters e.g TW&N, DD, TMM Newsletter  Push notifications via member app 10.3 Customer Retention Continue to address and promote the unique products CLA provides.           Legislative Rally Facilitate meeting opportunities during our annual meeting Host excursion trips during our annual meeting Robust toolkits to deal with emerging issues Give members a voice to EPA and USDA Science-backed facts Provide realistic narratives Voice for farmers and ag community Expert information – immediately Distributors’ Forum 11.0 Marketing Calendar    Two-hour team meeting on Mondays o Hour one: TW&N, HR, Other Departments, General Department o Second hour: Specifics tactics with communications team Friday - Hour meeting on campaigns, will increase length if needed Set dates for check-in's on marketing plan Table: Milestones Milestones Page 15 Campaign The Talk #ScienceOrSwat Nutrition Invasives #AgLoudAgProud Food Waste Farms in the U.S. Start Date 8/1/2016 3/3/2016 6/15/2016 8/1/2016 4/12/2016 8/1/2016 7/1/2016 End Date 12/31/2016 1/31/2017 10/31/2016 10/31/2016 12/31/2016 10/16/2016 12/31/2016 Total Campaign Budget Total Direct Marketing Budget Totals Budget $50,000 $20,000 $10,000 $10,000 $20,000 $20,000 $25,000 Manager Gen Gen Sarah Gen Whitney/Sarah Whitney Jake Department Comm Comm Comm Comm Comm Comm Comm $155,000 $0 $155,000 12.3 Measurement Plans (Tracking conducted through Meltwater Engage software)      Social Media o Reach o Followers (# of, influential) Conferences and Events o Number of attendees o Social media activity o Our role (booth, seminar, materials taken) o Groups that come to CLA Newsletters o Opens o Click-through's Press Releases o Opens o Click-through's o Pick-up o Articles as a result Views (Videos) 13.1 Marketing Organization        Executive Sci-Reg Legal Government Relations Communications Administration Finance Page 16 13.1.1 Organizational Chart Org. Chart 13.2 Keys to Success Training Plan 1. Introduce marketing plan at All Staff Meeting in April 2016. o Updates on campaigns every month at all staff meetings. 2. Hold Lunch and Learn o Initial lunch and learn to fully explain all campaigns o Subsequent lunch and learns to explain individual campaigns 3. Meetings with individual departments as needed. Page 17 Twitter Profiles Report for @CropLifeAmerica Apr 22, 2016 - May 11, 2016 The Twitter Profiles Report gives you insight on all social activity across your Twitter accounts using a blend of Twitter's metrics and proprietary metrics of our own. Twitter Activity Overview 69,778 610 143 OR G AN IC IMPR ESSION S TOTAL EN G AG EMEN TS LIN K CLICKS Audience Growth N EW F OLLOW ER ALER TS AU D IEN CE G R OW TH , B Y D AY ACTU AL F OLLOW ER S G AIN ED 12 10 8 6 4 2 0 22 APR 23 24 25 26 27 28 29 30 1 MAY 2 3 F OLLOW E R M E T RICS T OTALS Total Followers 5,720 New Follower alerts 97 Actual Followers gained 81 People that you followed 5 4 5 6 7 8 9 10 11 Twitter Profiles Report 1 of 6 Posts & Conversations MESSAG ES PER D AY R ECEIVED SEN T 8 6 4 2 0 22 APR 23 24 25 SE N T / RE CE IVE D M E T RICS Tweets sent Direct Messages sent Total Sent Mentions received Direct Messages received Total Received 26 27 28 29 30 1 MAY 2 3 T OTALS 50 – 50 22 – 22 4 5 6 7 8 9 10 11 The number of messages you sent decreased by 41.9% since previous date range The number of messages you received decreased by 60.0% since previous date range Twitter Profiles Report 2 of 6 Your Content & Engagement Habits SEN T MESSAG E CON TEN T Y OU R TW EETIN G B EH AVIOR 65% 4 PLAIN TEXT 50 TWEETS SENT CON VER SATION 35% U PD ATES 35 PAG E LIN KS 11 PH OTO LIN KS 70% N EW CON TACTS 30% EXISTIN G CON TACTS Twitter Profiles Report 3 of 6 Audience Engagement R EPLIES R ETW EETS EN G AG EMEN T COU N T LIKES TW EETS SEN T 14 12 10 8 6 4 2 0 22 APR 23 24 25 26 E N G AG E M E N T M E T RICS Replies Retweets Retweets with Comments 27 28 29 30 1 MAY 2 3 T OTALS 5 84 11 Likes 80 Engagements per Follower 0.1 Impressions per Follower 12.2 Engagements per Tweet 12.2 Impressions per Tweet Engagements per Impression 4 5 6 7 8 9 10 11 The number of engagements decreased by 4.7% since previous date range The number of impressions per Tweet increased by 108.8% since previous date range 1,395.6 0.9% Twitter Profiles Report 4 of 6 Audience Demographics F OLLOW ER S B Y AG E 18-20 21-24 25-34 35-44 F OLLOW ER S B Y G EN D ER 36% F EMALE F OLLOW ER S 45-54 64% 55-64 MALE F OLLOW ER S 65+ Men between ages of 35-44 appear to be the leading force among your recent followers. Twitter Profiles Report 5 of 6 Twitter Stats by Profile Twitter Profile @CropLifeAmerica Total Followers Follower Increase Impressions Impressions per Follower Engagements Engagements per Follower 5,720 1.4% 69,778 12.20 610 0.11 Retweets Clicks 84 143 Twitter Profiles Report 6 of 6 from April 22, 2016 - May 10, 2016 CropLife America 2.09k Total Likes as of May 10, 2016 FAN GROWTH New Fans 23 Unliked your Page 5 2 0 0 1 Apr 24 Apr 26 Apr 28 Apr 30 May 2 May 4 May 6 May 8 Impressions 9,495 PAGE IMPRESSIONS 1.5k May 10 by 5,990 users 1000 500 0 Apr 24 Apr 26 Apr 28 Apr 30 May 2 May 4 IMPRESSIONS May 6 May 8 BY DAY OF WEEK Page Post 886 May 10 AVG TOTAL Fan 321 Sun 477 1.4k Paid 1.4k Mention 0 Mon 332 996 Organic 6.8k Checkin 0 Tue 359.3 1.1k Viral 1.2k Wed 416 832 Thu 722 1.4k Fri 713.7 2.1k Sat 524.3 1.6k Question 0 User Post 0 Coupon 0 Other 0 Event 0 IMPRESSION DEMOGRAPHICS Here's a quick breakdown of people engaging with your Facebook Page AGE & GENDER TOP COUNTRIES TOP CITIES 13-17 13 / 12 United States 3.8k Washington, DC 67 18-24 568 / 534 India 236 Alexandria, VA 38 25-34 1.1k / 822 Mexico 144 Lima, Peru 37 35-44 620 / 409 Pakistan 114 Cairo, Egypt 34 45-54 488 / 385 Peru 113 Lahore, Pakistan 30 55+ 428 / 490 55% Male 45% Female how people are sharing your content Stories Created 123 STORIES by 108 users 20 10 0 Apr 24 Apr 26 Apr 28 Apr 30 May 2 May 4 SHARE TYPE Other 66 Page Post 32 Fan 23 Mention 1 User Post 1 Checkin 0 Question 0 Coupon 0 Event 0 May 6 May 8 BY DAY OF WEEK May 10 AVG TOTAL Sun 0.7 2 Mon 2.7 8 Tue 8.3 25 Wed 10.5 21 Thu 11.5 23 Fri 10.3 31 Sat 4.3 13 a breakdown of the content you post BY STORY TYPE Reach Photo 3 Link 1 People Talking About This Engagement CONTENT BREAKDOWN DATE AVG TOTAL 1.05k 4.21k 16.5 66 3.01% 2.75% A breakdown of how your individual posts performed POST REACH ENGAGED TALKING REAC COMMENTS SHARES ENGAGEMENT 05/05/16 Grab your margarita – it’s #CincoDeMa... 936 31 18 12 -- 8 3.31% 05/04/16 Is it Tatooine or a mound of potash a... 489 17 11 11 -- -- 3.48% 04/26/16 Science communications can be tricky ... 612 18 9 9 -- 2 2.94% 04/22/16 Happy #EarthDay! While every day may ... 2.2k 50 28 28 1 -- 2.3% Instagram Profiles Report for croplife_america Apr 22, 2016 - May 11, 2016 The Instagram Profiles Report gives you insight on all social activity across your Instagram accounts using a blend of Instagram metrics and proprietary metrics of our own. Top Instagram Posts @croplife_america @croplife_america 8 Engagements 8 Engagements — — Audience Growth AU D IEN CE G R OW TH , B Y D AY F OLLOW ER S G AIN ED 8 6 4 2 0 22 APR 23 24 25 F OLLOW E R M E T RICS Total Followers 26 27 28 29 30 1 MAY 2 3 4 5 6 7 8 9 10 11 T OTALS 54 Followers Gained 11 People that you Followed 14 Instagram Profiles Report 1 of 5 Publishing Behavior MED IA PER D AY MED IA SEN T 1 0 22 APR 23 24 PUB LISH IN G M E T RICS 25 26 27 28 29 30 1 MAY 2 3 T OTALS Photos 2 Videos – Total Media 2 4 5 6 7 8 9 10 11 The number of media you sent decreased by 50.0% since previous date range Instagram Profiles Report 2 of 5 Outbound Hashtag Performance MOST U SED H ASH TAG S #crops MOST EN G AG ED H ASH TAG S 1 #food 1 1 1 1 1 #food 6 #fertilizer 6 #crops 6 1 #agloudagproud 6 #earthday #agriculture #fertilizer 6 #agriculture #retailerslive16 #retailerslive16 6 #maythe4thbewithyou #maythe4thbewithyou #agloudagproud 5 1 #earthday 5 #regulationbytwitter 0 Instagram Profiles Report 3 of 5 Audience Engagement AU D IEN CE EN G AG EMEN T, B Y D AY LIKES R ECEIVED COMMEN TS MED IA SEN T 5 4 3 2 1 0 22 APR 23 24 25 E N G AG E M E N T M E T RICS Likes Received Comments Received 26 27 28 29 30 1 MAY 2 3 T OTALS 18 – Total Engagements 18 Engagements per Follower 0.3 Engagements per Media 9.0 4 5 6 7 8 9 10 11 The number of engagements increased by 125.0% since previous date range The number of engagements per media increased by 350.0% since previous date range Instagram Profiles Report 4 of 5 Instagram Stats by Profile Instagram Profile croplife_america Total Followers Follower Increase Followers Gained Media Sent Comments Sent Total Engagements Engagements per Media Engagements per Follower 54 25.6% 11 2 – 18 9.0 0.33 Instagram Profiles Report 5 of 5 CLA’s Communications Campaign to Reduce Food Loss Audience  Consumers who are unfamiliar with agriculture  Growers who are unaware about the global effort to reduce food loss/waste  Employees of our member companies & other potential agvocates Objectives  Communicate how & when food is lost or wasted  Share how the crop protection industry helps to reduce food loss  Encourage consumers to reduce food waste at home Strategy  Create engaging, shareable content for agvocates and consumers  Focus on food loss at the farm and consumer ends of the spectrum, rather than duplicating materials in the middle of the continuum already covered by the Food Waste Reduction Alliance (see page 3 of Best Practices guide)  Refer potential partnership opportunities to Shefali, CLF Press Release Schedule Date May ~26 Topic Post-Food Waste Hearing August 1 National Farmers’ Markets Week Start of Annual Meeting April 26 October 16 World Food Day *November Outreach to Local Classroom Items to Include Seed-to-plate infographic; fit in wording on school being out for the summer All food loss infographics including from FWRA; new report from FWRA Will include mention of food loss panel within general session Quotes from annual meeting panel; all infographics Photos. This would be led by CLF. Materials to Create I. Main infographic showing food loss continuum II. Second infographic focusing on where crop protection fits in; this would fit with FWRA’s three infographics on the middle of the continuum III. Potentially develop a number of smaller infographics with quick facts IV. Video similar to the “Grown with You” video ($3,322 for “Grown with You”) V. Post a podcast from each panelist in advance of the annual meeting panel; look for other podcast opportunities Events I. II. Co-host a panel during the general session of the annual meeting with CLF.  Find a representative working in different stages of food loss/waste chain  Possibly ask someone from CLF board (Roger Underwood, Julie Borlaug) or FWRA CLF or CLA representative presents to local classroom  First visit to occur October 24 – November 4  Have students do some sort of art project; take photo for display at CLA office Social Media  Focus on food loss visuals for Instagram during National Farmers’ Market Week  Tweet throughout the year at food waste events CLA’s Science or Swat Campaign Primary Audience  Policymakers  Hill staffers  Crop protection industry employees Secondary Audience  U.S. farmers and ranchers Objective  Public facing side of Mega 16 campaign  Take politics out of pesticide policy and place a renewed focus on good science as the foundation of all pesticide policy. After all – if politics keep driving pesticide policy farmers will only be left with a fly swatter to protect their crops! Strategy  Emphasize the need for EPA to follow FIFRA statute and work with registrants to ensure predictability in registration process  Ensure EPA is focused on using sound/complete science and not bowing to pressures from interest groups  Communicate the differences between sound science and precautionary science  Engage allied organizations and thought leaders to join CLA in the campaign  Engage policymakers on the Hill with a clear call to action New Campaign Elements 1. Infographs a. Two complete and on CLA’s website 2. Fly swatters and fliers a. Hand out at CLA conferences and meetings to raise campaign awareness CLA’s Communications Campaign: Growers in the U.S. Direct Audience  CLA member companies  Partner organizations (IFIC, USFRA, AFBF, CFI, national FFA, NASDA, Western Growers, Oregonians for Food & Shelter, other local grassroots organizations, Environmental Defense Fund)  Those who work within the agriculture industry (farmers; ranchers; pesticide applicators; farmers market workers, etc.)  Agricultural students and teachers  Hill members and staff involved in agriculture Indirect Audience  Public  Farm trades (Agri-Pulse, Agri-Marketing, CropLife magazine, etc.) Objectives  Communicate grower efforts  Give crop protection a personable face  Display the diversity of U.S. growers and growing practices Strategy Nation-Wide  Gather data on national-level grower statistics  Design compelling infographics based on gathered data  Use CLA’s social media platforms, newsletters and website to distribute infographics to direct audiences Individual Growers  Conduct site visits and document a variety of grower operations, including use of crop protection products  Develop engaging narratives based on site visits that profile growers and their efforts, to be accompanied by photos gathered on visits  Distribute narratives via the CLA web site and print materials to direct audiences Promotion Schedule Date June 1 July 1 August 1 October 1 November 1 December Deliverable Infographic Narrative Infographic Narrative Infographic Infographic Narrative Infographic Items to Include Yield Differences Hollabaugh Bros., Inc. Distribution of Goods Maryland Eastern Shore Grower (soybeans or corn) Crop Variety Domestic vs. International Consumption Florida Citrus Grower Consumer Demand Influence Materials to Create I. Infographics II. Narrative feature booklets III. Annual Report feature outlining campaign IV. Events I. II. Content for CLA’s social media accounts, including Instagram, Facebook, Twitter and LinkedIn (Infographics, Grower Portraits, Pictures of Operations) Annual Meeting  Include campaign overview in annual report, include narrative booklets with materials Various Conferences  National Agriculture in the Classroom (June 21 – 24); Teachers World at FFA Convention (October 19 – 21); others to be added Social Media  Focus on #USGrowers2016 operations photos on Instagram and Twitter  Continuous promotion of campaign on CLA’s Twitter and Facebook accounts, including promoted posts  Provide GR with narrative booklets and infographics for distribution during Hill visits. CLA’s Nutrition Campaign Audience  Mothers  Health-conscious consumers  Millennials Objective Show the role of U.S. agriculture and crop protection as vital and necessary to the health of consumers by growing ample fresh fruit and vegetables for communities across the country. Strategy  Focus on the many health benefits of a diet rich in produce (fresh, frozen and canned) no matter the growing method. Emphasis on choice.  Materials will also share the important role pesticides play in growing enough produce to keep up with the demand for healthy food.  Create easily shared materials for use on social media, CLA’s website, conferences and industry meetings, etc.  Compose suggested social media posts that members can use on Facebook, Twitter, Instagram and LinkedIn. New Campaign Elements 1. Infographs a. Break down a dish series (how do pesticides help grow our favorite foods). i. Pasta (wheat; tomatoes; basil; wine) ii. Fruit salad (watermelon; grapes; apples; strawberries; blueberries) iii. Greek Salad (lettuce, tomatoes, peppers, onions, olives, etc.) 2. Social media posts (5 -7 tweets; 3 Facebook posts) 3. Resources list: USDA, Nutrition.gov, IFIC, Eatright.org 4. News Release (focus on the role pesticides play in growing healthy produce for every person to have a healthy diet) 5. Fact sheet/talking points a. Background (how crop protection provides healthy produce year-round across the U.S.) b. Talking Points Other Elements to Add Communicating the Safety of our Produce toolkit Socio-Economic report Residue Infograph Socio-Economic infograph Hunger infograph Citrus greening disease – a deadly bacterial infection that causes citrus trees to produce bitter green fruits – has plagued citrus farmers in the U.S. since it was first detected in Florida in 20051. Scientists have not yet developed a cure for the infection spread by the Asian citrus psyllid, an invasive species found in Southern Asia. With the responsible use of insecticides, however, farmers have been able to control the insects, reducing numbers by 76–100%2. Who wants a margarita with no lime? Hundreds of tests and years of development help ensure that new registered products lead to an affordable, healthy and sustainable food supply. Without access to advanced pesticide technology, growers could be left with just a flyswatter to defend their crops. Learn more online: How does crop protection fit into food production? Companies develop crop protection products that fit the needs of fruit, veggie and cereal growers. The U.S. Environmental Protection Agency regulates and licenses the new technology for use. The grower chooses traditional or genetically modified seed varieties that are usually treated to protect against pests and disease. The seeds are planted and nurtured with sunlight, water, fertilizer and crop protection products. At the end of the season, the plants are harvested and may be treated to protect against mold and disease. The fruits, veggies and cereals may be transported directly to a farmers’ market... ...or to a packaging facility, where they are prepared and sent to a grocery store. Consumers purchase the food and serve it to their families. Growers monitor and respond to consumer trends and needs. ...and the cycle continues! Crop protection products are a vital and necessary part of keeping soil healthy and farms productive. Rain or shine, from coast to coast and in every season, producers in the U.S. depend on these tools to prevent crop diseases and other threats from depleting yields and causing food waste due to post-harvest loss.