My final semester class project. It's obvious, I am not a graphic designer, but I've got some great ideas!

1. MICHIGAN
AGRICULTURE
ADVENTURES

2. Memorandum
Situational
Analysis
History, Swot & Research

3. Client History
Client Description
Product Description
Competition
Target Audience
Prima Civitas was established in 2006 by Michigan State University President Lou Anna
K. Simons. The main purpose of the organization was to involve Michigan State
University in building the economy of Mid­Michigan.
Prima Civitas is a nonprofit economic and community development organization that
works to improve Michigan by connecting, convening, collaborating and adding expert
capacity to projects that support the state's economic growth.
The agriculture industry faces a unique challenge when it comes to their competitors.
The next generation, as well as the current workforce, are drawn to jobs that showcase
high earning potential and career growth. Industries such as technology and medical
tend to draw interest away from agriculture.
Parents and educators of children ages 8­18 and current agricultural industry
professionals.
Prima Civitas provides a service to their clients that includes: Facilitation & Strategic
Planning, Budget, Financial & Legal Analysis, Innovation & Emerging Markets, Talent
Attraction & Retention, and Global Conectivity.

4. S W
O T
57,900 average annual job openings and only
35,400 college graduates expected to fill them
Michigan agriculture is among the most diverse
in the nation
Variety of career paths to choose from within the
industry
Agricultural technology has been rapidly
improving. New technology = creation of more
diverse jobs
The food and agriculture industry contributes
$101.2 billion annually to the state’s economy
High costs to maintain productions
With 98% of the farms in Michigan being family
owned it is difficult to break into the industry as
an “outsider”
Lack of marketing of the industry as a whole
including job opportunities
The average farmworker family makes less than
17,500 a year, which is well below the poverty
level for a family of four
Success and failure depends on weather
conditions
Most of the food eaten in Michigan comes from
out of state and overseas
Poor perceptions of industry
Have to adhere to government policies
Pests and diseases
It is possible to support nearly all of our
nutritional needs in­state
The growth in the population allows for
more demand for agricultural products
Grow interest in agriculture within the
younger generation
Government funds programs to encourage
workers
Healthy/organic eating is becoming an
important trend for consumers

5. Percentage of those surveyed
who said their parents had an
influence on their career choice
75%
68%
Percentage of those surveyed who
said current industry professionals
had an influence on their career
choice
Percentage of those
surveyed who
said personal
interest had an
influence on their
career choice
90%
Key Findings

6. Parents and educators
of children ages 8 - 18
Male and Female
30-50 years old.
Blue collar workers
Involved in their
children's education
and future
Tech savvy
Customer Profile
Primary Audiences

7. Agricultural
Professionals
Male and Female
35- 60 year old
Blue collar worker
Willing to train the
next generation of
skilled workers
Passionate about the
industry

8. Creative
Brief and Design

9. Why we are advertising
Who we are talking to
Insights about them
Main problem
Addressing the problem
To increase the amount of candidates entering the agricultural profession and to retain current
employees.
The Primary audience for this campaign will be top external influencers of career decisions. This
includes: parents and educators of children ages 8­18 and current agricultural industry
professionals
Creative Brief
Fewer skilled workers are deciding to enter the agricultural industry. If this trend continues, the
Michigan agricultural industry will begin to produce less food and revenue for the state.
It is important to attract new skilled workers into the industry. By focusing on influencers of those
workers we want to attract in the future, we can help establish a connection at an earlier age.
Programs should be established that will engage the influencer and student while the student is
at an early age and follow them through their senior year of high school.
Parents and educators are looking for way to instill skills in children at a young age that will be
valuable later in life. Parent's especially want to ensure their children will enter a career field that
will make them successful and happy. Current Professionals are looking for ways to advance
their career and learn new and valuable skills. They are also looking for talent to replace them in
their current roles when they advance in roles or retire.

10. Awareness
Educate
Retain
1. Establish awareness about
the Michigan agriculture industry.
2. Educate influencers on
how to instill passion for
agricultural related activities in
children that will help build
skills for future careers.
3. Retain current skilled workers
in the industry.
Strategy

11. Awareness
Strategy Part One

19. Educate
Strategy Part Two

20. MI Agriculture Adventures
Parent enrolls
child at age 8
School registers
children as a
group at age 8
Classroom
education kits
delivered annually
through age 15
Home education
kits delivered
annually
through age 15
Career in a canCareer of the year
Hands on activities
Online resources with "Jr.
Career Certification"
Invite to annual educational
event
Kits include:

21. Age 15 - 18 Age 15 - 18
Bi-monthly classroom
visit with current
professional
Mentorship with
current professional
College program,
scholarship and
entrepreneurship
information
College program,
scholarship and
entrepreneurship
information
SEED
MONEY

22. Retain
Strategy Part Three

23. MI Agriculture Adventures
Mentorship Program
Enlist current agriculture professionals to participate in
mentorship program.
Provide additional training for mentors to help them
advance in their field.
Provide scholarship opportunities for mentor and their
student upon completion of their program.
27

24. May
June
Children's
Outdoor
Adult
Outdoor
Educate
Retain
Continuous
Media Plan
July
Aug.
Sept.
Oct.