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OLC media campaign focuses on consumer-farmer connection
Buckeye Farm News
The Ohio Livestock Coalition kicked off an extensive media campaign in January that included radio, newspaper and Web site ads.
The goal of the campaign, which ran for two months, was to illustrate the contributions of Ohio’s livestock industry, which provides more than $8.13 billion to the state’s economy and employs more than 47,000 Ohioans.
“We felt we needed to make more of a consumer to farmer connection. Besides, farmers are consumers, too, so we are hitting both groups,” said Sandy Kuhn, OLC’s executive director. “The campaign recognizes that consumers need to feel good about where their food comes from.”
The campaign highlighted three key industry priorities: Ohio livestock producers provide safe and affordable food, are environmentally responsible and take animal care seriously.
Newspaper ads appeared in ThisWeek Newspapers, a weekly publication serving 24 neighborhoods in central Ohio. The ads ran for four weeks in the newspapers, which have a weekly circulation of 352,828. A full-page ad also appeared in Our Ohio magazine.
The radio campaign reached more than 200,000 listeners on WCOL-FM (country), WLZT-FM (adult contemporary), WNCI-FM (pop) and ABN stations. OLC also ran ads on the Web site of NBC4-TV in Columbus for four weeks.
OLC tracked the number of people visiting its Web site, www.ohiolivestock.org, and recorded a 67 percent increase in visitors during the ad campaign. Before the launch of the ad campaign, OLC redesigned its Web site to reflect the organization’s new look and priority messages.
The organization also designed hundreds of new posters that highlight the livestock industry’s animal care standards. The posters, which have the slogan “doing what’s right for our animals, for our environment and for our consumers,” are being distributed this month to state fair managers so they can be hung throughout junior livestock buildings in Ohio.
“We want to get as many educational tools out there that make the connection between farmers and consumers,” Kuhn said.
OLC’s annual meeting will be held April 6 at Der Dutchman Restaurant & Conference Center, 445 S. Jefferson St., U.S. Route 42, Plain City. Registration fee is $30 per person if paid in full and postmarked by March 27; the cost after that is $40 per person. Registration and continental breakfast begins at 9 a.m. with a buffet lunch at noon. The meeting ends about
Topics include “Animal Welfare Activities at the OSU Vet School,” “OLC’s 2009 Industry Image Campaign” and “Becoming an Animal Agriculture Activist: Channeling Your Passion.” The meeting also will feature the 2009 Environmental Stewardship Awards and 2009 Neighbor of the Year Awards.
For more information, visit www.ofbf.org or contact Amy Hurst at
614-246-8262 or [email protected]