the challenge

Encourage greater participation in the Junior Livestock program.

Increase attendance among potential buyers at the annual auction held at the San Diego County Fair.

Educate and increase awareness about the program to encourage participation among the general public.

Increase donations to the scholarship fund.

our solution

We developed an educational marketing program for young participants in the Junior Livestock program called “To Market To Market” to teach students to market their animal projects and help increase attendance at the auction. The program included sample news releases, editorial pitch letters, and sample letters to potential donors, sponsors and auction attendees.

Created a power point presentation and a printed program.

Conducted seminars to teach students to market their animal projects and increase potential buyers’ attendance at the auction.

Developed all new materials for the program, including a brochure, FAQs for potential donors and buyers, auction invitation and a response card.

results

"To Market To Market," which we developed in 2006 and presented to groups in 2006 & 2007, is still being used, and is now taught by 4H and FFA leaders. The collateral materials, including the brochure, are also still in use and won a graphics award for the Fair’s in-house designer.

Participation in the Junior Livestock Program and attendance at the auction, which in turn increases the amount of donations available for the scholarship program, has improved steadily, year after year.