Ag Targets

June 22, 2020

A partnership with the University of Montana, Stroud Water Research Center, and National Fish and Wildlife Foundation using behavioral data to improve how conservation messaging is delivered. 

THE ISSUE: Reaching farmers at scale with the right message

One of the primary challenges conservation outreach campaigns face is the juxtaposition between available investment dollars and the scale of farm-level change needed to drive environmental outcomes. 

Agricultural production is also diverse and farmers are not a monolith. Just as soil types, weather patterns, and local ecosystems vary greatly across America – so do the social norms, identities, and cultures of farmers. This is especially the case in the Chesapeake Bay watershed – which reaches from southern New York to central Virginia. 

Every farm, and indeed every farmer, has differing conservation outreach needs from their neighbor. Sometimes these can be massively different. The more limited the budgetary constraints, the less tailored and targeted the outreach can be. And ultimately the less effective it can be in driving change.

OUR SOLUTION: Use data to intelligently deliver the right message

We are putting the best of customized and targeted marketing to work for conservation outcomes on the ground. By using a combination of publicly available data, as well as Farm Journal’s proprietary first party data the project team is able to predictively segment  farmers across the Chesapeake Bay watershed into specific groups, and then intelligently deliver them conservation information  based on their needs. 

WHAT’S NEXT?: A long runway 

The project (which runs from 2020-2022) will result in predictive models that enable communicators to more effectively segment their target audiences. Ultimately, it’s all about  delivering the right message to the right farmer at the right time. 


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