California FFA chapters rely heavily on Agricultural Education Incentive Grant (AIG) funding for things like new equipment and trips to leadership conferences. Without these funds, participation in this premier youth leadership organization would decline.
With a very limited budget, few existing resources and tight legislative deadlines, AdFarm worked quickly and efficiently to develop a strategy that would persuade decision makers to support AIG funding.
AdFarm developed a digital and social media campaign to help restore AIG Funding.
WITHIN 48 HOURS OF LAUNCHING THE WEBSITE AND SOCIAL MEDIA CAMPAIGN:
- 650 people changed their profile picture on Facebook to the #saveFFA image we developed and provided
- 13,000 people visited www.saveffa.com and the link was shared 14,000 times in social media
- 500% increase in page “likes” for the California FFA Facebook page with just $300 invested in targeted advertising
- 140% increase in Twitter followers (this was with no paid ads, just organic reach)
- 2500 tweets and 800 Instagram photos were posted using #saveffa
The campaign peaked with more than 1,200 FFA members travelling to the state capitol to meet with legislators and participate in a rally during California Ag Day. AdFarm was onsite to assist with capturing content, setting up interviews, and coordinating key participants’ messaging. Results following that event included:
- Key bipartisan legislators interacted with @CAFFA on Twitter and Instagram
- The tweet, “RT to tell @JerryBrownGov that California needs FFA! #SaveFFA” gained 200+ retweets
- #SaveFFA on Twitter had 1,283,000 impressions
- In 16 hours, a photo from the rally gained 1,400 likes and 500 shares on the Facebook page and reached 36,000 people
- 1,000 people changed their profile picture on Facebook to the #saveFFA image we developed and provided
- 3,900 people signed the change.org petition to restore AIG funding • 22,000 people visited SaveFFA.com
- 16,000 people shared SaveFFA.com on Facebook and 350 people shared it on Twitter
With steady engagement and interaction in the weeks that followed the rally, we hit a major milestone in a hearing held by the Assembly Budget Subcommittee on Education. Following testimony from key legislators and FFA members from across the state, the Subcommittee voted unanimously to restore the funding into the proposed budget.