Case Study:

U.S. Bee Buffer Project

The Challenge

Many of our food crops would cease to exist without pollinators. In monetary terms, the honeybee alone, contributes approximately $15 billion to the U.S. economy each year. Despite their importance, bees still struggle to find food and habitat, which in part, caused a 30 percent decline in the bee population from 2012 to 2013.

The U.S. Bee Buffer Project, a Pollinator Partnership (P2) initiative that’s sponsored in part by Burt’s Bees®, sought to recruit 300 California and North Carolina landowners to create bee friendly buffer zones. Participants were asked to dedicate and maintain .25 to 3 acres of land to grow honeybee forage habitats in agricultural areas. Selected applicants received flower seed kits at no cost.

U.S. Bee Buffer Project

The Results

Utilizing a very limited budget, all set objectives for this project were achieved and acceded.

A user-friendly microsite was developed and put forth a professional brand while simply stating the information pertinent to the project. Between November 2014 and March 2015, the site had 4,540 unique visits and 703 completed application forms (20% conversion rate). This far surpassed the goal of securing 300 qualified applicants.

With these new applicants, P2 hoped to created enough new honeybee habitats to provide pollination for 6,000 farmland acres. At completion, the campaign created habitat for more than 9,289 farmland acres in both California and North Carolina.

P2 requested coverage in at least 20 individual media outlets. AdFarm used its long- standing media contacts and press release distribution service to earn coverage in 22 media outlets garnering a total media value of $103,355.

Because the U.S. Bee Buffer Project so greatly exceeded its goals, federal funding was renewed, and the program is slated to continue in 2016 – extending eligibility to 3-4 additional states in key pollinator dependent agriculture regions.