How to use this packet

Transcripción

1 How to use this packet Enclosed you will find several tactical ideas for getting the word out about promoting Bridge Card use at your market. It is our goal to provide this tool kit as a beginning resource to help you do one of the most important things as a market manager: grow relationships. As manager of a market, you already know how important it is to maintain relationships and open lines of communications with your vendors and consumers. It is equally as important to maintain communication with your region s media newspaper reporters, television reporters or radio personalities. As a start, take a look through the tool kit and update the documents with your market s information. Once this is done, you can save the files to your computer for easy access. Below, you will find tips for using each of the tools. Posters Posters are an invaluable resource both in and out of your market. In this tool kit, you will find three different types of posters: 1) Internal market poster These posters are designed for use in your market. They give instructions about how to redeem Bridge Cards for tokens or script. 2) Vendor poster These posters are designed for vendors who accept Bridge Cards. Give them to vendors who accept Bridge Card tokens or scripts. They are also another great way to give instructions on how to redeem cards for tokens or scripts. 3) Market posters These posters are designed for locations outside of your market. There may be surrounding businesses that are willing to post them for you. These posters let folks know that your market accepts bridge cards AND the hours, location, etc. of the market. Postcards/Advertisements The postcard/ad was designed as one document to allow for flexibility. Once updated with your information, the postcards can be mailed out to customers, or given out at registers. The advertisements can be run in local newspapers, penny savers and community newspapers and magazines.

2 News Releases News releases are a great way to let people know that your market now accepts Bridge Cards. News releases will be ignored if they are not news worthy. The following are examples of newsworthy events: 1) Our market now accepts Bridge Cards 2) Our market will open for the season 3) We have landed 10 new vendors in our market 4) (Product that s really hot right now) can be found in our market 5) Our market is undergoing a major renovation; moving; or changing hours The most important thing to remember when sending or e mailing a news release to a local media outlet is that whatever is in the news release really needs to be relevant to the outlet s readers, viewers, or listeners. People want to know what s in it for them. Be sure to answer that question in any news release you send. Public Service Announcements (PSA) A public service announcement is valuable in helping get the word out to radio listeners, especially. Most radio stations will do PSA s at no, or very low, charge. The best recommendation is to ask about PSA s when you meet with a radio advertising agent, or when you call the station.

3 Top Ten Tips for Working with the Media 1) Be prepared. If you haven t already e mailed a news release to the reporter you are contacting, be prepared to do so immediately. Many newspapers prefer to take their own photos, but if you have a good photo of the market, you can offer it to the reporter. Most newspapers can use a good quality.jpg file that is at least 300 dpi. 2) Be considerate. Always ask the reporter if he or she is on deadline. If so, offer to call back at another time and do so. 3) Be informative. Everyone is doing less with more lately, reporters included. Get to the point and give the information he or she will need to get the word out. 4) Be sensitive (to deadlines). If a reporter says he or she needs the information by a certain date and time, make sure he or she gets it well before that time. 5) Be helpful. If you know someone who frequents the market and is using his or her Bridge Card and you have checked to see if that person is willing to be interviewed let the reporter know. Someone s story is always interesting. 6) Be accessible. If a reporter calls with a question, get back to him or her right away (same business day). 7) Be perceptive. Try to get a sense of the reporter s beat or the type of stories he or she writes. You probably won t have much interest from a sports writer, but city desk, food writers, or lifestyle reporters may be interested. 8) Be ready to answer questions that you have the answers to. If you don t know the answers, DO NOT make them up or guess. Tell the reporter that you don t know but you can help them find out the answers. 9) Be resourceful. When you see an article or news story by a certain reporter about agriculture, food, farmers markets, make a note of it and find that person s contact information (websites work best). Chances are the reporter will appreciate the lead on a news story in your area. 10) Follow up. If you tell a reporter that you will get him or her information, do it the same day, whenever possible. For television interviews: Television camera people and reporters know what will be a good back drop for the interview. Help guide them to a vendor s booth that looks good and a vendor s booth who has signage about Bridge Cards. When doing an interview on television, remember to look at the reporter or the person asking questions and not directly at the camera. Answer questions by repeating some of the reporter s question in your answer. (Example: Why are farmers markets so popular? Farmers markets are so popular because people are interested in healthy foods, eating local and spending money locally.) Many television stations have a calendar of events of ways to submit information directly to the station (it might not appear on the air, but may make the website).

4 Instructions for News Release: Fill in the appropriate parts of the news release with your information and add your market s logo or letterhead. (A note about using quotes: Quotes can help personalize a news release. Don t over use them, but include one from the manager and maybe one from a vendor who has had great success in accepting Bridge Cards.) When looking for newspaper contacts in your area, the Internet is a great place to start. Also, check out the following websites for newspaper contact information: Also, don t forget about smaller weekly papers and pennysavers published in your community that people read. Decide which news reporter is the appropriate one to receive your news release (is there an agricultural reporter? If no, a news editor can be the correct person). E mail your news release directly to that person with a note that goes something like this: Dear (Reporter Name), I have attached a news release about our market now accepting Bridge Cards. It s very good news for the low income people in our area who rely on using a Bridge Card to supplement their family s needs. Please let me know if you have any questions about this project. We are willing to schedule a photographer at the market, if you are interested. Sincerely, Your name Follow up with a phone call to the reporter/editor on the same day that you send the news release. ALWAYS include the following information in your news release: hours and days of the market s operations; a contact person; location of the market. During the phone call, it is okay to ask if this is something they may run in the newspaper as well as when it may run. (Don t be pushy, just ask.)

5 (Market logo or letterhead) (Farmers Market Name) ahora acepta Tarjetas Bridge DATE CITY OR TOWN, Mich. El (Market Name) acepta Tarjetas Bridge de residentes que dependen de estos beneficios para traer alimentos nutritivos a casa para sus familias. Nuestros vendedores proporcionan alimentos frescos y nutritivos de la localidad, para todos los residentes de la región, dijo market manger name, who manages the de (Market Name). Tiene sentido que mejorar el acceso a alimentos frescos y nutritivos, ayudará a los más necesitados. Para utilizar su Tarjeta Bridge en (Name of Farmers Market), traiga su tarjeta a la oficina del mercado. Ahí, los compradores pueden decidir cuánto quieren gastar y obtener fichas o recibos por esa cantidad. Los compradores pueden usar sus fichas con cualquier vendedor participante del mercado, para comprar cualquier producto alimenticio elegible. Los vendedores no pueden dar cambio, pero podrán negociar con los compradores para asegurar que obtienen el valor de su dinero. Las fichas no caducan, así es que si los compradores no las usan todas el mismo día que las adquirieron, se pueden usar en la próxima visita al mercado. En Michigan, un grupo llamado Asociación para Asistencia de Alimentos de Mercados Agrícolas de Michigan, está trabajando para ayudar a consumidores de bajo ingreso de Michigan a conocer a los agricultores de la región. Este grupo recibió fondos del Programa de Promoción de Mercados Agrícolas del Departamento de Agricultura de EE.UU., con la finalidad de apoyar el uso de Tarjetas Bridge en los mercados agrícolas de Michigan. El proyecto tiene tres objetivos: Aumentar el número de mercados agrícolas en el estado que aceptan Tarjetas Bridge ; Apoyar a mercados que ya participan en el programa de Tarjetas Bridge ; y Mantener la Asociación para Asistencia de Alimentos de Mercados Agrícolas de Michigan. En 2009, 29 de aproximadamente 220 mercados agrícolas del estado aceptaron Tarjetas Bridge. El objetivo de la Asociación es aumentar el número de mercados agrícolas a 50, que aceptan Tarjetas Bridge en Michigan. A nivel nacional, la Coalición de Mercados Agrícolas reporta que $4.3 millones en beneficios se canjearon en mercados agrícolas de todo el país en El Departamento de Agricultura de EE.UU. (USDA por sus siglas en inglés) enumera más de 750 mercados agrícolas en toda la nación que aceptan Tarjetas Bridge. El (Market Name) está ubicado en (location). Está abierto (hours, days). Para más información, comunicarse con (Manager Name) al (Market Phone number) o por correo electrónico a ( address here). ###

6 Instructions for Public Service Announcement: Public Service Announcements (PSA) are a good way to get information out about your market accepting Bridge Cards. They are typically free (or very low production costs) run by radio and sometimes television. PSA s should be given to the radio or television station with as much lead time as possible (a month would be great). A few important tips to keep in mind when writing a PSA are: Write like you talk PSAs should be conversational. Keep in mind that someone will be hearing this. Write it, read it out loud to someone and ask how it sounds. Fill in the appropriate parts of the public service announcement with your information. Call the radio station and ask to speak with the person in charge of public service announcements. The best way to contact your local radio stations (local means the radio stations that your customers listen to) is to look them up on the Internet. Most stations have a directory, or contact us section of their website that makes it easy to e mail or find a phone number. For a television PSA, you can contact the local television stations in your area to find out how they deal with PSA s. Each station has their own way of dealing with them. Check out some of these websites if you re having a hard time locating your local radio or television stations: locator.com/cgi bin/finder?sr=y&s=t&state=mi Ask your contact person if they would prefer the PSA e mailed or sent through the mail. , or send, the public service announcement to the PSA person at the station. Follow up with a call to see if the PSA is something they will run. Also, for public service announcements: Also, don t forget about your local access cable television station. You can contact your local cable access by calling the number that appears on the screen, or contacting your local cable television provider. Check to see if your local PBS station will run a PSA or the information about Bridge Cards.

7 PUBLIC SERVICE ANNOUNCEMENT ANUNCIO DE SERVICIO PÚBLICO (:30 seconds) LE GUSTARÍA SERVIRLE A SU FAMILIA ALIMENTOS MÁS NUTRITIVOS? QUIERE PROPORCIONARLE A SU FAMILIA FRUTAS Y VEGETALES FRESCOS, CULTIVADOS EN LA LOCALIDAD? EL (MARKET NAME) AHORA ACEPTA TARJETAS BRIDGE. ASÍ ES. (MARKET NAME) ACEPTA TARJETAS BRIDGE PARA ADQUIRIR PRODUCTOS AGRÍCOLAS FRESCOS, CULTIVADOS POR AGRICULTORES DE LA REGIÓN. EL (MARKET NAME) ESTÁ UBICADO EN (LOCATION). ESTÁ ABIERTO (HOURS, DAYS). UTILICE SU TARJETA BRIDGE HOY EN (MARKET NAME) PARA ADQUIRIR ALIMENTOS FRESCOS DE LA REGIÓN. PARA MÁS INFORMACIÓN, LLAME A (MARKET NAME) AL (PHONE NUMBER). ES (PHONE NUMBER) O VISITE NUESTRO SITIO ELECTRÓNICO (WEBSITE NAME HERE).

8 Instructions for Market Ad or Postcard: This ad may be used in a newspaper, pennysaver or local magazine. Any time you run an ad, you should expect to pay for it. Rates are determined by each publication individually. Any place that you run an ad will help size the ad to the appropriate size for yours and their needs. To place the ad, this file (after completing the appropriate parts) to the advertising vendor. This document is also formatted to the size of a postcard and may be used that way. To use as a postcard mailer, fill in all appropriate parts of the card; copy and paste so that there are two cards up on the sheet. On the other side of the postcard (a second sheet) put your return address, and a spot for the person s address and postage (check with your local postmaster to ensure you have all the parts in the right places). Bridge Cards Accepted at (name of market) Everyone should have access to fresh, local food. Farmers markets are a great place to purchase local food and connect with the community. The (name of market) now accepts Bridge Cards to increase access to fresh, healthy, local food for all. Experience the market for yourself! Hours and days of operation Insert days and hours of operation here Location Insert location of market here Need more info? Market contact here and website Bridge Cards now accepted at (name of market)

9 Se Aceptan Tarjetas Bridge en (name of market) Todos deben tener acceso a alimentos frescos y nutritivos de la localidad. Los mercados agrícolas son excelentes lugares para comprar alimentos locales y para relacionarse con la comunidad. El (name of market) ahora acepta Tarjetas Bridge para aumentar el acceso a alimentos frescos y nutritivos de la región para todos. Viva la experiencia del mercado! Horas y días de servicio Insert days and hours of operation here Ubicación Insert location of market here Necesita más información? Market contact here and website Se aceptan Tarjetas Bridge en (name of market)

10 Instructions for External Market Posters: Name of Farmers Market Insert Name of Farmers Market here Visit us on: Days of Business & Hours of operation Insert days of business, and hours of operation here Market Location Insert market location (address) here For more information, contact the Market Office at (AREA CODE) PHONE NUMBER or ( ). Market website Insert market office contact here. This document is set up to print on 11X17 paper. You can also choose the Market Poster (8X11) document and use that.

11 Use su Tarjeta Bridge en Name of Farmers Market Visitenos en: Days of Business & Hours open Ubicación del Mercado Website Market Logo Para más información, comunicarse a la oficina del mercado al (AREA CODE) NUMBER o por correo electrónico ( ).

12 Instructions for Internal Market Poster: These posters should be used to communicate how shoppers can use their Bridge Cards at this farmers market. Posters can go outside the manager s office, on bulletin boards, at entry ways, and throughout your market. The bolded text below should be customized for your market. Do you have one of these? Our vendors accept Bridge Cards! Instructions on how to convert cards into tokens go here How do shoppers convert their Bridge Cards into tokens or paper to use with vendors at your market? That information goes here. Market Name Goes here Hours of Operation Insert Picture of Token or Scrip

13 Tiene una de éstas? Nuestros vendedores aceptan Tarjetas Bridge! Instructions on how to convert cards into tokens go here Market Name Goes here Hours of Operation Insert Photo of Token or Scrip