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TheFood Safety Modernization Act (FSMA) was signed into law by President Barack Obama on January 4, 2011. The FSMA has given the Food and Drug Administration (FDA) new authorities to regulate the way foods are grown, harvested and processed. The FSMA requires states to train farmers and consumers on preventing foodborne disease. Texas leads the nation in the number of farms and ranches with 130.2 million acres and 20,000 produce farms and ranks in the top 15 producers of fresh fruit and veggies. Texas has a diverse population, much of which is Spanish-speaking.
Working with our client Produce Safety client over 3 years, we have developed various outreach solutions that reach both farmers and consumers. For communicating with farmers, we developed compelling creative communicates produce safety and compliance requirements at Texas Farms. As we kicked-off the project, one of the insights we uncovered was that the materials needed to be engaging and easy to understand. This is driven by two factors: 1) farmers and farm workers are rarely stationary and are mostly on-the-go and 2) the actual copy that must be displayed is technically complicated. To solve both, we created a look and feel that would invite any worker regardless of time constraints and literacy status. We also knew that seeing the pictures repeatedly would help explain the message and what they needed to do to be compliant with federal law. In addition to the posters, we developed a tri-fold brochure and one-page ad. The consumer part of the campaign that included billboard and a radio campaign encouraging them to wash their produce.
Texas Wines is a marketing entity managed by theTexas Department of Agriculture. The goal of the group is to build awareness and drive traffic to over 400+ wineries/ vineyards and tasting rooms across the state of Texas.
We began the assignment with an assessment of the category including the target consumer. We wanted to get a better understanding of the core Texas Wine drinker including psychographics and media behaviors. Using third party data, we developed a multi-year strategy to reach our target consumer and promote all things related to Texas Wines. Our campaign kicked-off with October Wine Month 2017 and will continue for the next 3 years. Some of the campaign elements include: strategy development, campaign look & feel, tagline development, media recommendations, digital strategy and creative design.
UNT Dallas is the only four year public university in the City of Dallas. The university offers graduate and undergraduate programs across business, education, criminal justice and public leadership.
Our scope was develop a recruitment campaign that would connect with Latino and African-American students for Fall enrollment periods. The campaign needed to move applicants through the decision making process of selecting a college and enrolling at UNT Dallas. To support this, we developed a comprehensive strategy inclusive of creative, social media, digital ads, digital audio/radio/cinema/billboard ad placements. We prioritized content, connection points and worked with client to develop call to action “Blaze Your Trail”. Our 2017-2018 campaign exceeded enrollment goals by 17%.
TheTexas Department of Agriculturehas one of the largest scopes of any state agency. Beyond its role in promoting agriculture globally, it also oversees school meals affecting 5 million children who attend public schools in Texas. As part of their program they develop educational materials for school children throughout Texas. The program also seeks to raise overall awareness of the importance of agriculture in our local economies and get the community excited about Texas agriculture.
Develop TV/video assets designed to promote the agency’s farm-to-school initiatives. The goal of the materials was to build awareness of the program as well as to showcase the local economic impact of the program’s efforts.