Join us for lunch on Wednesday, October 6, at The Marquette Hotel in Minneapolis for the 2010 Trends In Agriculture conference as we honor the 2010 Professional Development Awards of Excellence Recipients.

NAMA honors its members with hands-on responsibility in each of the Professional Development Areas (PDA). This year, awards will be given in the areas of Marketing Communications, Public Relations, Product/Species Management and Sales. The recipients will share their thoughts on the challenges and opportunities in agri-marketing at the luncheon.

The 2010 Awards of Excellence recipients are as follows:

Marketing Communications ~ Scott McClure, Brighton Agency
A 25-year veteran of publishing and marketing communications, Scott has used his expertise and talents to advance the field of agricultural marketing on multiple levels.

Since joining Brighton in 2002, Scott has led the design and implementation of strategic marketing plans for major agricultural companies such as BASF, Monsanto, Delta and Pine Land Company, Horizon Ag, Bo-Jac Seed Company and Iron Solutions.

In 2009, Scott fostered a unique partnership between Monsanto and The Weather Channel to develop an online destination for targeted messaging. Dubbed Farmers’ Forecast (www.weather.com/farming), the innovative microsite offers farmers climate conditions, degree growing units and other important agricultural information in one location.

Scott also oversaw the creation of the Cotton Community (www.cottoncommunity.com), the ag industry’s first social networking site for cotton farmers. Since it went live in December 2008, Monsanto’s innovative networking website has had more than 4,300 individual visitors, while more and more farmers are steadily creating profiles and joining discussions with their regional neighbors about new variety performance.

Scott has served as a National NAMA committee member of the Agri-Marketing Conference Committee. He has also been a Student NAMA judge, Best of NAMA judge, and moderator for numerous Agri-Marketing seminar panel discussions.

Public Relations ~ Sue Otten, AGCO Corporation
Sue Otten, Director of Corporate Marketing & Brand Communications Worldwide, launched AGCO’s comprehensive social media initiative less than a year ago while educating global marketing teams on benefits, policies, technologies, tips & process. Learning as she went, Sue took calculated risks to get the buzz going both internally & externally. AGCO soon was ranked along with Coca-Cola & Delta Airlines with a perfect engagement score and won NAMA’s “Best of” award (Broadcast PR).

As Social Media tools were becoming more popular, it was important to develop a cohesive communications strategy and process within the company. This was important to not only ensure effective use of resources, but to also present a consistent digital message to our market and key stakeholders. Sue developed AGCO’s Social Media strategy and developed a process to get the many global brand and product divisions involved while still maintaining a unified Social Media presence.

At the same time, there was a need to develop the expertise of the AGCO employees. Sue, along with training specialists with the AGCO University department, developed a training course for employees to learn about not only AGCO’s Social Media objective, policy and philosophy, but also shows employees via a guided tour of AGCO’s social media sites how to access the sites and engage with customers, fans and followers.

Since joining AGCO two years ago, Sue has been an active member of  NAMA, participating in the Southeastern chapter. Sue also participated in the NAMA mentor program, working with college students on their resumes and interview process, and helped to evaluate student groups before they went on to present at the National NAMA conferences.

Product/Species Management ~ Elena Lindemann, Land O’Lakes Purina Feed, LLC
Elena’s Marketing Manager position was created by Land O’Lakes in 2006 to develop and market value-added, R&D-based calf feeds for the dairy industry. Land O’Lakes is the US market leader in calf milk replacers, but had previously not focused on value added calf feeds.

Elena led a cross-functional new product development team to launch AMPLI-Calf dairy feeds in 2008 across the United States at more than 30 Land O’Lakes Purina Feed manufacturing locations. The new product’s performance on young calves caught producers’ attention. AMPLI-Calf starter feed was consumed by calves with 11% more intake in pounds, increased calves’ weight by 14%, and grew calves 3% taller than competitive feeds. Previously, dairy producers used commodity type feeds for this lifestage of calf (starter feeds).

Today, AMPLI-Calf dairy feed represents approximately a $5 million annual business and is projected to keep growing at more than 15% for each of the next 2 years. A product extension is planned for the “grower” lifestage.

Elena is an active member of NAMA, has attended local/regional meetings when not traveling in the field with customers.

Sales ~ Marvin Kokes, National Cattlemen’s Beef Association

Marvin Kokes is vice president of association marketing at the National Cattlemen’s Beef Association. His responsibilities include all non-dues revenue development activities such as sponsorships, advertising sales, corporate membership, special projects, leadership development, and NCBA conventions & meetings.

Marvin’s commitment to professional development is witnessed through his work as the long-time leader of the Young Cattlemen’s Conference over the last 16 years.

In 2010, he led the successful transformation of the Young Cattlemen’s Conference, which underwent a significant shift in sponsorship and itinerary.  But Marvin never missed a beat, leading the largest YCC class across country, building young cattlemen into future industry leaders.

Each June, Marvin leads a group of approximately 60 young cattlemen on a cross-country tour, a literal farm to fork agricultural adventure.  These young cattlemen and women, get the chance to visit cities from Denver to Chicago to Washington, D.C. Participants are exposed to segments of the industry they may not have seen before:  a packing plant in Colorado, The Board of Trade in Chicago, and the U.S. Department of Agriculture in Washington, D.C.  The trip is an experience that encompasses not just education, but networking, friendship building and experiences that last attendees a lifetime.

Marvin was a student NAMA member at Colorado State.  As a professional NAMA member, he has served on the national NAMA membership committee, careers committee, and nominating committee. He currently serves as Rocky Mountain Chapter president and is a member of the NAMA Executive Committee.  In 2009, he received the NAMA Horizon award.

The deadline for submitting your entries into the Best of NAMA competition is Friday, October 8 by 5:00 p.m. central time.

The Best of NAMA awards program honors the best work in agricultural communications. Actually, the best of the best, since companies/agencies must first qualify through regional competition in order to advance to the national level. The national awards ceremony will take place April 13, at the Hyatt Regency Crown Center in Kansas City.

Best of NAMA operates on a regional judging format. Entries are sent directly to the national NAMA office and judged by industry professionals at a regional level for possible advancement to national competition. A minimum point standard will be used at the regional level. If you place first or merit at the regional competition and score above the minimum point standard, you are eligible to advance to the national competition.

New this year!
Check out our new category, the Producer’s Choice Award. In this category, you’ll be able to enter a single page ad that will be judged by producers. This category is made possible by Successful Farming & Agriculture Online and Readex Research.

The Call for Entries will be in your mailbox soon, but you can also get a head start by checking it out online at http://www.nama.org/amc/bon/.

Get started on your entries today!

Innovations in communication, production and packaging are revolutionizing the agriculture industry. Combined with the dramatic increase in need for safe, plentiful food, today’s agriculture professionals must navigate the challenges of a “Globally Local” World. NAMA’s 2010 Trends in Agriculture Conference, October 5-6, in Minneapolis will help you stay ahead of the curve and gain an edge in the rapidly changing landscape of our global agriculture market.

Trends in Agriculture at a glance …

• Closely examine the global trends affecting agriculture such as economic growth of world markets, governmental regulations, food safety issues and more
• Get a 360-degree view of the production chain from the producer to the retail shelf from experienced panelists and agriculture experts
• Hear how ag leaders are addressing the population explosion and increased need for food now and how they’re preparing for the future
• Discover how to effectively use social media to engage consumers and build momentum around your brand
• Network with colleagues, prospects and your friends in the industry

Text Updates
Sign up to receive text updates at the Trends In Agriculture conference. Visit http://www.nama.org/trends/text.htm to sign up today. The text updates are powered by CommodityUpdate.

Sponsorships Available
Get the recognition your company deserves by becoming a sponsor of the 2010 Trends In Agriculture conference.

Our next webinar will be Thursday, September 30, at 3:00 central time.  Meredith Stevens, Digital Marketing Manager at National Cattlemen’s Beef Association will be presenting this webinar on social media.

The online environment is constantly evolving – from its origins as simple and relatively static websites to the current interactive forums and dynamic sites that strive to meet user expectations for instant and 24/7 access to information and two-way conversations.  Today, more than ever before, brands and organizations are being held to a higher standard for authentic and honest communication to the immediate questions that are on users’ minds.

The platforms in which users receive that communication are changing as well.  Social media platforms – including Facebook, Twitter and YouTube – are now considered mainstream, mass market communications tools.  As such, social media is playing an increasingly critical role in the everyday lives of users and how they receive and share information.

Using these social media tools can help extend your message out to key audiences, if executed effectively and integrated with existing campaigns or programs.  We’ll look at how to use these tools successfully and ways to measure your engagement with users.

To register for this webinar, visit http://www.nama.org/ConferenceRegistration/Default.aspx?confid=24.

The 2010 MoKan Chapter Ag Tour on August 17 was a resounding success.  Not only did the attendees experience a lot of variety, but it also fell during a one-day upper 70s cool down from the two weeks of +100˚ heat that the Kansas City area had been experiencing.

The first stop was at a row crop and hog farm operation owned by Steve and Sharon Oetting, in Richmond, Missouri.  They are the 7^th generation on the farm, which began in 1839.  One of the sows gave birth during the tour, adding a little extra excitement.

The bus then carried everyone to Carrollton, Missouri, to visit Pence Aerial Service at the Carrollton Airport.  After viewing a video from the National Agricultural Aviation Association, Dale Pence answered questions and gave an aerial demonstration with a liquid version of fertilizer.  Attendees were able to view the global positioning system in the cockpit afterwards.  Ag pilots have a 2-to-3 year wait for new air tractors.  Eighty-eight percent of aerial applications are made by airplane and 12% by helicopter.  Pilots, who must wear protective helmets, must have both a commercial pilot’s license and a commercial pesticide license.  There are only 6,000 such operations within the United States.

The final stop was at Ray Carroll County Grain Growers, a combination ag retailer, grain elevator and ethanol plant just outside Carrollton, Missouri.  As the tourists donned hardhats and eye protection, they were taken through the various grain storage areas.  In addition to grain storage, the site also has various pieces of agricultural equipment, which is often rented out to farmers.  The arms on one of the sprayers were extended to their full 120’ span to give a first-hand look at the breadth of that machine’s reach.  Fertilizer prescriptions are another option that farmers take advantage of there.  Adjacent to the grain elevators is an ethanol plant that processes 19 million bushels of corn annually for ethanol.  One hundred percent of the corn comes from the two local counties; and the byproducts of the corn are also processed.  The grain storage portion began 15 years ago, with the ethanol plant going live just 3 years ago.

The ag industry is constantly changing. New channels. New strategies. New information. After hearing from seasoned agri-marketers and candid producers, attendees at the 2010 NAMA Boot Camp (August 17-19) are now at the top of the agri-marketing learning curve.

Boot Camp kicked off with the traditional Ag Tour where some of the attendees actually got to see a litter of pigs being born at Oetting Hog Farms! The tour also included stops at a grain elevator and an ethanol plant.

That night, a networking reception—where attendees were given pointers on how to meet new people and form new contacts— preceded the evening’s dinner. Dave Mehlhaff demonstrated how to listen and look for common ground with colleagues and co-workers. To maintain and continue to develop the relationship, he emphasized, it’s essential to stay in touch.

A full day of sessions began the next day with a producer panel of representatives from row and cattle production operations as well as a wine producer. Moderated by Janelle Buxton, Successful Farming & Agriculture Online, a forthright Q&A session shed light on how producers use the Internet and the challenges they face juggling work, record keeping and staying on top of the latest innovations on the market. Conversations touched on everything from iPhone apps to YouTube and everything in between.

“The panels are always a big hit,” shared Jenny Pickett, NAMA Executive Vice President/CEO. “They provide such an inside view of what’s really going on within the industry and how marketers can best reach their audiences.”

Other sessions covered a wide range of topics, including building a communications plan, marketing to the animal health industry, using digital media, understanding target audiences, managing crises and marketing to the row crop industry.

Attendees had high marks for the in-depth research presented by Jack Semler, president of Readex Research, on the impact of digital media on farmers and ranchers.

Boot Camp also offered some stellar networking opportunities. Panelists and attendees mingled between sessions and attended a social hour at Kansas City’s famous Boulevard Brewing Company. Plenty of one-on-one Q&A sessions were conducted over drinks and appetizers.

First-time attendee Kassi Williams, Public Relations/Account Coordinator for Swanson Russell, was thrilled with her inaugural Boot Camp experience.

“I would recommend NAMA Boot Camp to anyone looking to jumpstart a career in the agriculture marketing industry,” she shared. “The networking opportunities were immense and the sessions were highly beneficial.”

Boot Camp came to a close with the Advocating for Ag Panel. Attendees were challenged to do their part to tell the real story of American agriculture and given concrete steps to help them achieve that goal.

The NAMA Careers Committee met in Chicago, Illinois on August 27 to plan the upcoming year.  Participating in the meeting were:  Wes Meador, Chair, Rhea + Kaiser; Amy Barron, Novus International; Matt Bornhorst, Agriculture Future of America; Janelle Buxton, Successful Farming & Agriculture.com; Jennifer Christie, Student Advisor, John Deere Ltd.; Deron Johnson, Rhea + Kaiser; Carrie Jorgensen, McCormick Company; Sara Thieding, Makhteshim Agan of North America; Michelle Tollefson, Pfizer Animal Health; Jennifer Pickett, NAMA; and Debbie Brummel, NAMA.  Unable to attend were Kristen Marshall, Vice Chair, Nicholson Kovac; Mike Butler, Archer>Malmo; Amy Jolliff, Bader Rutter; Stacey Noe, Student Advisor, Iowa State University; and Paul Redhage, Executive Committee Liaison, FMC Agricultural Products.

The meeting started with introductions of new committee members and a review of the 2009-10 program year.  Comments gathered during the advisors’ and student chapter presidents’ wrap-up meetings from the 2010 competition were also reviewed.  As a result of the reviews, several changes in the 2010-11 program year will be implemented.  In addition, the Committee will be taking advantage of social media to keep students and advisors updated during the course of the year.