Market Research

For years, we have used an appeal to a farmer’s sense of environmental stewardship as a primary approach to selling cost-share. But we’ve also understood that, as business people, they are also concerned with their bottom line. After talking with farmers, district staff and directors, and other conservation partners, the marketing agency learned that the most effective approach would be to stress the production benefits of agricultural best management practices as well as the conservation ethic.

The agency used qualitative marketing radsesearch to determine how farmers felt about various conservation and agricultural issues. The following messages and tools are based on that research. The research could also prove helpful as districts plan strategies for working with farmers, landowners and other conservation partners in their area.

Follow the links below to download the cost-share market research. Several districts have found the results helpful for strategic planning, staff development and cost-share sales efforts.

• Market Research Presentation (PDF)
• Research Report Executive Summary (PDF)
• Research Report (PDF)

Virginia Department of Conservation and Recreation
Public Communications Office
203 Governor Street, Suite 213
Richmond, VA 23219
(804) 786-5045
bottomline@dcr.virginia.gov