Introduction
In order to understand members’ thoughts and perceptions of the Florida Farm Bureau Federation (FFBF) publications, the organization asked the PIE Center to conduct focus groups. FFBF plans to use the results and recommendations to guide potential changes to the identity and strategy of FFBF’s publications.
PIE Center researchers held one focus group with active members of FFBF and two with associate members. Active members are growers or producers who are actively engaged in agriculture while associate members are individuals who hold FFBF insurance.
Key findings
Both active and associate members were asked to describe FFBF’s value to them as well as to the state. Active members described FFBF as the voice of agriculture and also mentioned the economic and financial value of the industry, the jobs provided, and political involvement for Florida agriculture. Unlike the active members, the associate members of FFBF did not distinguish between FFBF’s value to the state and to them personally. Generally, the values associate members discussed only pertained to them individually or personally.
When discussing the organization’s communication materials, active members believed the current target audience was other active members and growers. Realizing this, the active members expressed some concern and a need to be more proactive in order to include general consumers who are not involved with agriculture.
In particular, the active members hope to address the generational gap between young adults and people in agriculture. The active member participants also discussed opening up new communication channels to reach different, younger audiences. Although most of the participants weren’t comfortable with social media or text messaging, they recognized its importance to outreach.
Most associate member participants were happy with or indifferent about the amount of information and communication materials they currently receive from FFBF. However, in general, with both associate and active members, there was a perception or need to receive the publication monthly.
When asked about communications preferences, the participants’ responses varied greatly. Some participants preferred phone calls, others felt more comfortable reading brochures or other materials, or said they would prefer email contact. Several other associate member participants, however, did not want to receive FFBF communication by email.
Associate and active members of FFBF use technology at varying levels, which affects their receptiveness to receiving publications digitally. Some participants wanted to be able to read The FLAG on their iPad or other mobile device, while others wished for the magazine to continue in its current, printed format.
When examining the content of FFBF’s publication The FLAG, active members believed more lifestyle and human-interest content would be more appealing to associate members than heavily agriculturally focused content and associate members agreed. The participants preferred content related to local events and stories about people or students to stories involving technical skills of large agricultural operations. Participants thought the technical, agricultural content was directed at the active member audience only.
Active and associate members of FFBF presented various opinions regarding the format and aesthetics of The FLAG. Some participants preferred glossy paper, others prefer newsprint; some participants preferred a smaller size, others liked a larger, folded publication; some participants like updated graphics, while other preferred an older graphic. Older associate members preferred the publications arrived in a printed newspaper format through the mail, while younger associate members preferred to receive the publication through email.
Recommendations
FFBF should offer more options for how the publication is received, to increase the favorability of readership without disturbing current readership. Options for the receiving The FLAG should include email, the website, ground mail, and a choice to opt out.
Aesthetic preferences of the active and associate members of FFBF were too variable and the individual preferences do not allow for a clear recommendation to be made with regard to paper type, publication size, or overall design of The FLAG. Regardless, PIE Center researchers recommend that FFBF continue to publish The FLAG once a month, as active and associate members believe they might miss important information if the publication was distributed less frequently.
FFBF should use an incremental approach to making changes to The FLAG. Older readers will need time to get used to glossy, thin paper, as well as the more contemporary graphics. The changes should be evolutionary in nature. Younger members will appreciate the changes, while older readers will not be overwhelmed by the gradual alterations.
In order to increase the associate members’ connection with FFBF, the organization should focus on the associate members’ relationship with their insurance agent. FFBF should use the agents as a way to inform associate members about the benefits of membership and FFBF as an organization.
FFBF should include more human interest content in its publication. Active and associate members expressed interest in wanting more articles and information about local events and individuals, students, recipes, and how to farm at a smaller scale. Based on feedback, FFBF should also be sure to make articles more concise with distinct headings and titles.
