florida-agriculture.com

Bureau of Education and Communication
Overview of Bureau Activities for 2001-2002 

Introduction

The Bureau of Education and Communication is responsible for educating and informing consumers and helping coordinate the communication efforts of the Department through news releases, brochures and other publications, exhibits and displays, and graphics presentations, the Internet, and other multimedia productions. Bureau productions are instrumental components of many projects that are part of the Florida Agricultural Promotional Campaign (FAPC), a program which assists the state’s agricultural producers in expanding markets and promoting and selling Florida-grown products.

During fiscal year 2001-2002, the bureau issued more than 134 press releases to inform the public about various regulatory and promotional activities of the Department. Additional publications regularly produced and distributed by the bureau include the Department’s Annual Report, and the Department’s employee newsletter, Open Lines.

The bureau also responds to inquiries from the public, and mails out publications upon request. More than 12,000 publications were mailed out in response to nearly 1,300 individual requests received via mail, telephone and email.


Florida Market Bulletin

The Florida Market Bulletin is a primary vehicle for keeping Florida’s farming community informed of issues affecting the state’s agriculture industry and the Department. This agricultural newspaper has been published regularly by the Department since 1917, and is currently available in printed form and on the Internet. In addition to disseminating agricultural news and information, the Florida Market Bulletin provides a forum by which Florida residents can advertise to buy or sell agriculture-related items through its classified advertising section. During the 2001-2002 fiscal year, 4,737 classified ads appeared in the Market Bulletin, which is published monthly and serves approximately 20,000 Florida farming households.


Graphics

The bureau is responsible for the design, illustration and production of printed brochures, booklets, posters, billboards, ads, and other marketing, promotional and educational materials pertaining to agricultural marketing programs and other activities of the Department. The bureau’s graphics section was involved in the production of 110 major/intermediate projects and an additional 300 ancillary projects during the fiscal year.

Major graphics productions included: numerous printed components for the "Dive In" aquarium fish campaign; point-of-purchase materials for the "Northern Exposure: Win A Florida Vacation," "Chill It or Grill It" and "Florida Sun Fresh" spring produce marketing campaigns; an adult volunteer recruitment brochure for the Florida 4-H Foundation; a seafood handling and storage manual promoting product quality and safety; a design swatchbook for the Florida alligator marketing campaign; brochures and print ads for the "Turn Pro" propane campaign; "The Source" directory of Florida seafood and aquaculture producers; the Commissioner’s Agricultural-Environmental Leadership Awards program booklet; and the "Woman of the Year in Agriculture Award" program booklet.


Video and Radio

The bureau produces and disseminates audio and video productions such as television and radio public service announcements, radio programming, agricultural producer assistance videos, informational/promotional videos, documentaries, and training videos. Video projects produced during the fiscal year include:

-- A television spot regarding water quality and proper land management; produced in conjunction with the Florida Forestry Association.

-- Two television spots and one informational/promotional video regarding the recruitment of adult volunteers to work in local programs to benefit children; produced in conjunction with the Florida 4-H Foundation.

-- An informational/promotional video regarding the federal surplus property refurbishment program, which provides firefighting equipment to the Division of Forestry.

-- Two television spots promoting the Florida State Fair in Tampa; produced in conjunction with the Florida State Fair Authority.

-- An informational/promotional video about the Future Farmers of America state officers.

-- A training video detailing the safe handling and storage of seafood; produced in conjunction with the state’s seafood industry.

-- An informational video about Florida’s "Woman of the Year in Agriculture," outlining the contributions to the state’s agricultural community by the 2001 recipient, Barbara Carlton of Sarasota County.

-- Two informational videos about the winners of the 2001 Commissioner’s Agricultural-Environmental Leadership Awards, detailing the progressive environmental efforts of the Barthle Brothers Ranch, located in San Antonio, Florida, and Carlton 2x4 Ranch, located in Arcadia.

-- Three television spots promoting the attributes of Florida’s farming industry, featuring the themes of food safety, affordable food, and abundance; produced in conjunction with the Florida Farm Bureau Federation.

-- A television spot warning about the impact of the Southern Pine Beetle on Florida’s commercial and residential pines, encouraging the public to look for and report possible infestations to state Division of Forestry authorities.

-- A television spot promoting the environmental benefits of propane gas; produced in conjunction with the Florida Propane Gas Safety, Education and Research Council.

Radio programming during the fiscal year included promotional spots for the Florida State Fair; promotional spots for the "Florida Forests Forever" campaign in conjunction with the Florida Forestry Association; and a weekly agricultural news program in conjunction with Southeast AgNet.


Marketing/Advertising Awards

The Division of Marketing and Development’s advertising and marketing efforts for calendar year 2001 were recognized by the professional advertising community through the presentation of six Addy Awards, which recognize excellence in creativity, originality and creative strategy in print and electronic media. The division received four gold and two silver awards. Winning entries included print components for the "Dive In" aquarium fish campaign, and radio spots for the "Florida Forests Forever" campaign.


Promoting Florida Agriculture on the World Wide Web

The Bureau of Education and Communication designed and maintains the Division of Marketing and Development’s web site, florida-agriculture.com. The site contains information and materials that help Florida farmers more effectively market their commodities. These marketing tools include trade leads, market prices, information about export assistance programs, agricultural statistics, weather reports, license and bond requirements, agricultural classified ads, and more. The web site also helps inform consumers about the wholesomeness, variety and availability of Florida agricultural products. This is done by providing nutritional data, recipes, seasonal availability information, food safety tips, etc. The web site fosters the notion that the more consumers know about the many agricultural commodities grown in Florida, the more they will choose to buy products that are "Fresh from Florida."



2000-2001 Overview
1999-2000 Overview
1998-1999 Overview
1997-1998 Overview
1996-1997 Overview
1995-1996 Overview


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