Professional Documents
Culture Documents
Icih Campaign Plan
Icih Campaign Plan
Table of Contents
Research/Industry................................................. Page 1 Informational/Motivation Objectives................... Page 2 Strategies/Tactics..................................................Page 3 Target Audience.................................................... Page 4 Calendar/Timeline................................................ Page 5 Budget.................................................................. Page 6 Evaluation............................................................. Page 7 Mishap Maintenance Plan/Procedures................ Page 8 Pitch....................................................................... Page 9 Video News Release.............................................. Page 10 Radio Public Service Announcement................... Page 11 Promotional Event Description.............................. Page 12 Promotional Event Schedule.................................. Page 13 Promotional Event Budget..................................... Page 14 Letter to the Editor................................................ Page 15 ICIH Fact Sheet....................................................... Page 16 News Release......................................................... Page 17 Feature Story......................................................... Page 18 Media Advisory..................................................... Page 19 Social Networking Example.................................. Page 20 Target Media List.................................................. Page 21
Research
The industry of hemp farming is just recently on the rise in the United States. Currently, almost every other industrialized nation allows the cultivation and free trade of hemp, and hemp bi-products, and yet only 9 states in America allow it. Kentucky, a promoter of industrial hemp, profits close to $500,000 per acre of hemp, and benefits from increased job opportunities. Many states are still deterred from legalizing the utilization of this natural resource because of the federal ban on marijuana. Although the federal law does not differentiate hemp from medicinal marijuana, many states are pushing for independent laws governing hemp farming. Should Illinois legalize hemp farming what would happen? Well, local farmers, producers, shippers, and consumers would be part of a lucrative, international trade system of over 30,000 hemp products, and we would no longer be forced to import hundreds of millions of dollars of foreign hemp annually. This profitable industry is waiting to be picked off the ground. It benefits the soil, environment, and economy, and is one of the most sustainable movements we could be a part of.
(pg. 1)
Objectives 1. Educate the public about issues, and benefits surrounding industrial hemp farming, and how to take action. 2. Register voters, and make fruitful connections. 3. Gain signatures for the petition, anticipated6,000. 4. Raise donations, and promote website.
(pg. 2)
Strategies/Tactics
1. Earn media coverage through strategically planned promotional activities.
Dinner party, media advisory, opportunities for exclusive media interviews/photo ops. Informational forum with Ron Paul, media invited and welcomed. Hard-hitting, yet subtle letter to the editors, opinion editorials, free newspaper placements. Distribute relevant fact sheet to media outlets
4. Utilize digital aspects to captivate younger generation, and costeffective means of informing.
Interact in blogosphere, create one of our own, and actively post on others. Create Facebook, and Twitter accounts Update website frequently, create effective means of feedback, and utilize hyperlinks.
(pg. 3)
Audiences
Demographics- Residents of Illinois (specifically agricultural parts ex. Southern), working class, middle class, ages 18-53 Education- Current college students (specifically in agriculture/sciences), college graduates, professors, and agriculture/science/business departments. Industry- Farmers, small business owners, nutritionists, dieticians, politicians/law enforcement. Psychologically- Environmental enthusiasts, left-wing, liberal, political activists, shoppers at Whole Foods or other organic stores, health enthusiasts, philanthropists, registered voters, volunteer experience, "hippie"
(pg. 4)
MON TEUS
WED
THURS
FRI
4.Donor Recognition Dinner party noon-11pm.
SAT
5. Give partners brochures/ meeting
1. Finish 2. Finish Gift 3. brochures/ Bags, and fliers dinner party arrangements
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Budget
EVENTS: Donor Dinner- $5,600 expected revenue- $2,500 expected donation- $1,400 Ron Paul- $3,517 lodging- $580 transportation- $600 Demonstration fairproducts- $5,700 booth- $780 entertainment/graphics$520 Total Estimated cost: $2,100 Brochures/fliers: Printing: $295 Hemp paper: $672 Newsletter/Media advisories: $378 Staff: $347
Paid Media:
VNR production cost: $220 Staff: $200
(pg. 6)
Evaluation Monitor placements in key publications, blogs, and media impressions. Increased hits to homepage? Over 6,000 signature on petition? Before and after surveys, via phone, internet, and mail to measure audience awareness and understanding. Provide opportunity for feedback on website to understand public opinion. Donations raised? Measure attendance to events/requests for more information.
(pg. 7)
Mishap Maintenance Plan General policies: BE HONEST! We're working for a good cause, know your facts and statistics and there should be no reason to obscure the truth, ever! Make factual information readily available to media outlets. Provide briefings, info packets etc. Your vocabulary should not include the words "No Comment." If you don't know the answer tell the media you will find out and then DO A FOLLOW UP. Be familiar with media deadlines! Keep steady flow of info to employees, community, volunteers, sponsors, government... Be available. Pay extra attention to your phones/computers during time of mishap. Keep a log of media calls and return promptly. Maintain friendly relations with media at ALL TIMES. Don't worry if they don't want to pitch a story. No means no, there will always be more opportunities.
Mishap response procedures: 1. Spokesperson- Chief of PR, Veronica Jones. Back-up- Marie Richards 2. Tailor statements to best explain and resolve situation- PR staff, CEO, VP, board of directors, Org. Lawyer 3. Practice statements and possible question responses- Jones and Richards. 4. Brief all employees/volunteers/sponsors of situation- Internal PR director- Kenny Chang 5. Gather pertinent information into a press kit/information packet.- PR staff 6. Establish a local information center. 7. Alert local/interested media sources, even blogs, and provide with Jones' contact info.- PR staff 8. Call press conference (if necessary). 9. Update website frequently. 10. Keep an ongoing media contact log- PR staff.
(pg. 8)
March 21, 2012 Jutta Hennig Inside U.S Trade Dear Jutta, With the economy steadily graying our hairs, and adding stress wrinkles to our foreheads, we seek solutions, ways in which our country can climb back up that financial totem pole. When told that there is a simple and environmentallyfriendly way of doing this, most people laugh, assuming that making money and saving the Earth are as juxtaposed as black and white. To combat this uninformed view of capitalism, the Illinois Coalition for Industrial Hemp (ICIH), and many other national organizations are taking part in Hemp History Month. Organizations like this will host conventions with guest speakers to inform agriculturalists, and environmentalists about the need for unrestricted hemp farming. In states and nations that have legalized hemp farming, they are seeing the multi-faceted benefits that are a result of this industry. Instead of importing hundreds of millions of dollars of foreign hemp products, agricultural states are able to collect handsome revenues from growing their own hemp crops, and thousands of jobs are created in the process. I use Kentucky as an example: for each acre of hemp grown, it creates about 1,000 job opportunities, and can produce over 5,000 consumer products. This is not a small part of their agriculture industry. It can be grown anywhere, with high turnover rates, and a short grow period. The crop is also extremely beneficial to the soil, and requires no inorganic fertilizers. Readers of U.S Trade should be aware of this opportunity, and the national Hemp History events taking place in March. Attendance at these events has been outstanding, with over 750,000 participants nationally, including celebrities, politicians, and professionals. Of course, it is fantastic to support international trade, but not when we can produce the same resources on our own soil. With farming season kicking off this spring, farmers should be aware of possibilities and push local governments for this viable opening. I look forward to hearing from you if you have any interest in the Hemp History Campaign or the hemp industry. If you have any questions please see the attached press kit, and contact me via phone or e-mail. Best Regards, Veronica Jones ICIH Public Affairs Director
(pg. 9)
VIDEO: 60 Sec Soundbite: Mark James, President of Illinois Coalition for Industrial Hemp
AUDIO
"To support Illinois' agriculture, the most prevalent industry in the state, we should all be aware of the various possibilities for improvement." ILLINOIS DEVOTES 80 PERCENT OF ITS LAND TO AGRICULTURE. MOST OF THE CROPS GROWN COULD BE REPLACED BY ONE, AND A MORE ECO-FREINDLY CROP, AT THAT.
"Hemp farming is not an industry we can easily turn our backs on, it is rooted in American history, and is an unavoidable resource for America's future."
WITH ELECTIONS APPROACHING, AND A HEMP FARMING BILL IN THE MIX OF THINGS, SUPPORTERS RALLY TO BRING ATTENTION TO STATE BILL HR 1838, COSPONSORED BY STATE REPRESENTATIVE RON PAUL.
Super: Date/Location of Forum, agenda of speakers, ICIH website for more information.
"For more information about hemp farming, attend an open forum May 23 at the Springfield Civic Center. Questions answered, and myths debunked by representative Ron Paul, members of American Farmer's Association, and the Illinois Coalition for Industrial Hemp.
ICIH PSA: 30 A FARMER PLANTS HIS SEEDS. 90 DAYS LATER HIS HARVEST INCLUDES: SOAP, LOTION,CAR PARTS, FUEL, PLASTIC, WOOD, PAPER, SHAMPOO, TEXTILES, FEED GRAIN, COSMETICS, DETERGENT, PAINT, HEALTH FOODS, AND MUCH MORE. THE CROP OF THE FUTURE IS HERE. HEMP PRODUCES THOUSANDS OF CONSUMER PRODUCTS, AND JOBS WHILE SUSTAINING THE ENVIRONMENT. ILLINOIS IMPORTS MILLIONS OF DOLLARS OF FOREIGN HEMP. WE MUST ASK, WHY NOT GROW OUR OWN REVENUE? OUR CROPS SHOULD MAKE A DIFFERENCE. REGISTER TO VOTE AND HELP LEGALIZE HEMP FARMING. FOR MORE INFORMATION VISIT WWW-DOTICIH-DOT-ORG. ICIH PSA: 60 A FARMER PLANTS HIS SEEDS. 90 DAYS LATER HE HARVESTS FIELDS OF: COSMETICS, LOTIONS, CAR PARTS, PLASTICS, FUEL, WOOD, PAPER, SHAMPOO, SUNSCREEN, LIP BALM, FEED GRAIN, DETERGENTS, PAINT, AND HEALTH FOODSIMAGINE A SUSTAINABLE PLANT THAT COULD BE USED FOR VIRTUALLY ANYTHING. IMAGINE A WORLD WHERE THE ENVIRONMENT COMES FIRST, AND OUR REVENUE IS GROWN ON AMERICAN SOIL. THE CROP OF THE FUTURE IS HERE. HEMP PRODUCES THOUSANDS OF CONSUMER PRODUCTS, AND JOBS, AND MAINTAINS HEALTHY SOIL CONDITIONS WHILE DOING SO. ILLINOIS DEVOTES 80 PERCENT OF ITS LAND TO AGRICULTURE, AND STILL IMPORTS 300 MILLION DOLLARS OF FOREIGN HEMP? THE CROPS WE GROW SHOULD MAKE A DIFFERENCE. REGISTER TO VOTE AND HELP LEGALIZE HEMP FARMING IN ILLINOIS. ITS NOT A DRUG, ITS A RESOURCE. VISIT WWW - DOT - ICIH - DOT-ORG FOR MORE INFORMATION ABOUT THE BENEFITS OF INDUSTRIAL HEMP FARMING.
Recognition Dinner The Illinois Coalition for Industrial Hemp will be hosting a dinner party April 6, 2012 at the Carbondale Civic Center. This is just one of the many promotional events that ICIH will be hosting around Illinois this spring. This banquet style meal will be provided at a nominal fee by our sponsor Whole Foods Market, they will also take part in distributing fliers about the event. The American Farmers Association (AFA) made a generous donation of $5,000 to this event, setting the ticket price at $35 a seat. Invitations will be sent to people who have donated their time or money to the cause (anyone registered on our website, or signed the petition). During the evening there will be an open bar, dinner, and speakers from the ICIH, AFA, and state representative Ken Dunkin. Gift bags will be at every place setting to encourage attendance and the products in these bags will be made with hemp (for example, lotions, stationary, T-shirts etc.). Entertainment for the evening will be provided by a local bluegrass band, Spread, that is generously donating their time and equipment to our event. The primary goal of this banquet is to thank everyone who has donated to our cause and to recognize our sponsors. Secondly this event will raise money for our organization and attract the attention of the media, who will be invited to join in the festivities. Proceeds will be divided between the ICIH, the AFA and Whole Foods Market. Lastly, the speakers scheduled will effectively inform the guests on further steps of action they can be a part of, persuade non-members to join the organization and make current members proud to be part of our mission. (pg. 12)
ICIH Donor Recognition Dinner Program: 10 a.m. Meet with volunteers at civic center to confirm duties for the evening. Split into groups: set-up, clean up, and waiters. 12 p.m. Meet with Whole Foods catering manager, confirm arrangements 12:30-1:30 p.m. Coordinate banquet room set-up 1p.m-2 p.m. Finish gift bags 2p.m.-3:30 p.m- Complete seating arrangements, decor, A/V equipment 4 p.m. Programs on each setting 4-6 p.m. Greet media, interviews with state rep, and members of sponsor groups 5 p.m. Sound/light check, lobby signs. 6 p.m. Review agenda with staff. 6-7 p.m. Special gifts to sponsors, pre-reception. 7-7:30 p.m. Doors open to public, greetings, cocktails and appetizers. 7:30-8:30 p.m. Dinner served 8:20 p.m. Chairperson Laura Macbeth of ICIH: thanks to sponsors, introduces M. Jones 8:30-8:50 p.m. M. Jones of AGA explains industrial hemp and benefits 9 p.m. State Rep. presentation on taking action 9:30 p.m. L. Macbeth closing remarks, comments on progress 9:50-11:30 p.m. music, drinks, socializing. Q + A 11:50 p.m. Last call ( pg. 13)
(pg. 14)
Would the DEA Have Arrested George Washington? I am writing regarding last weeks article in which you described the events prior to the arrest of David Bronner, the president of Dr. Bronner's Magic Soaps, and other civillydisobedient farmers as "the peaceful uprisings of modern day hippies." I would like to clarify the differences between the 1970's anti-war movement and the current push for federal law that would enable states to determine their own policies concerning the cultivation of industrial hemp. Although the trespassing charges given to the participants were legitimate, I feel as though the message they were trying to convey was severely undermined and misinterpreted. Hemp is in no way a drug and contains no psychotropic qualities. Just like corn or soybeans, hemp is a viable trade crop, can be manufactures into a myriad of consumer items, and is one of the most sustainable plants on Earth. Currently the North American hemp market exceeds $300 million in annual retail sales, but only a few states are permitted to capitalize on this lucrative industry. Bronner's company alone does millions of dollars of business annually, but is forced to use Canadian grown hemp to provide people with products that are made from this eco-friendly crop. Unlike the hippie trend toward love, peace, and drugs, these farmers were simply expressing the need for uninhibited hemp production in America, and their frustration toward regulations that the DEA have placed on this completely harmless crop. With growing permits almost impossible to acquire and a federal ban still in place we are forced to import hemp at a taxed price for the production of car parts, soap, cosmetics, paper, wood, textiles, and more. Even though hemp has means for recreational uses, and grows wild throughout the United States, farmers are still being arrested and denied the opportunity to capitalize on the same resource that George Washington used to make his clothing. For more information on this subject, or to take part in the push for legalized industrial hemp, visit our website at www.icih.com. Veronica Jones Founder of Illinois Coalition for Industrial Hemp
(pg. 15)
REP. RON PAUL INTRODUCES HEMP FARMING BILL TO ILLINOIS STATE SENATE Open Forum on H.R1838 This May
(SPRINGFIELD, ILL.- MARCH 7, 2012) State representative, and presidential candidate, Ron Paul, will be at the Springfield, Ill. civic center on May 23 to answer any questions about the new hemp farming bill. This proposed legislation will remove federal regulations from the cultivation of industrial hemp, and allow states to govern their own farmers. "Hemp farming is not an industry that we can easily turn our backs on," says rep. Ron Paul, "it is rooted in American history, and it is due time that we allow our farmers to take advantage of this economically and environmentally beneficial industry." The forum will begin at 11 a.m. and is open to the public. Speakers will include Betty Chase, President of Illinois Coalition for Industrial Hemp: "These kind of discussions have taken place in over 40 other states this year alone. So far hundreds of thousands of consumers, supporters, grassroots activists, and celebrities have come to show support for this movement and to enact change." declares Chase. So far over 17 states have passed pro-hemp legislation, and five others have passed hemp resolutions. Attendance is free and encouraged, learn why Illinois should do the same. ### The ICIH is a non-profit organization, lobbying to legalize the cultivation of industrial hemp in Illinois. For more information about this event, industrial hemp legislation, or the uses of this crop please visit www.icih.org (pg. 17)
So what is all the fuss about? Hemp has no psychotropic qualities and it would be impossible to use it as a drug. Hemp should be regarded as a crop, just like corn or soy beans, but it has unfortunately been associated, by law, with its sister species marijuana. Although both marijuana and hemp fall under the category of the controlled substance C. Sativa, their uses, appearances, and chemical makeup are extremely different. The objectives of the Illinois Coalition for Industrial Hemp (ICIH) are to further educate the public about this topic, and to increase awareness of the multi-faceted benefits that await us should we successfully legalize hemp farming in Illinois. In this case we do not need to progress our farming equipment or methods. Counter intuitively, we have a dire need to regress back to this plant with American roots: hemp. Should we do this, a viable 300 million dollar market awaits us, which means immediate job opportunities and increased market sales.
To learn more or to take action in Illinois please visit our webpage at www.icih.com. Or send us an email at icih@votehemp.org
Illinois Coalition for Industrial Hemp Hosting Donor Recognition Dinner Party
WHO: The Illinois Coalition for Industrial Hemp (ICIH), a non-profit, single-issue, organization seeking to inform Illinois voters about the benefits of hemp farming. Sponsors for the event include Dr. Bronner's Magic Soaps, American Farmer's Association (AFA), and Whole Foods Market. Guest speakers will include the president of ICIH: Josh Smith, president of the AFA, and state representative Ken Dunkin. WHAT: This banquet style recognition dinner is made possible by contributions from the American Farmer's Association and Whole Foods Market. It will include a delicious organic meal, provided by Whole Foods, and attendees will receive gift bags which demonstrate the versatility of hemp bi-products. There will be bluegrass music, open bar, and opportunities for one-on-one interviews. WHEN: Friday, April 6, 2012 6p.m. - 11:30 p.m. WHERE: The Carbondale Civic Center, located on 200 S. Illinois Avenue, on the West side of the Amtrak. WHY: Many are unaware of the fiscal, environmental, and health benefits that await us, should the government permit hemp farming. This dinner party is to thank our members, sponsors, and anyone that has helped the cause. The guest speakers and information available at the dinner is pertinent to understanding the subject, will inform non-members about how to take action, and explain why this action is beyond necessary. DETAILS: There will be a chance for exclusive interviews and photo ops before the event at 4 p.m. For more information about the ICIH or this event, visit www.icih.org. or e-mail at icih@growhemp.org. (pg.19)
www.icih.org
Digital
(pg. 20)
www.icih.org
Syndicated Columnist: Mark Battersby.....Ag & Farming: "Farm Taxes" PO Box 527 Ardmore, PA 19003 Magazines: Inside U.S Trade....1225 S Clark St. Ste 1400 Arlington, VA 22202 sub rate: $1,120 (610)924-9150 crcktinc@aol.com (703)416-8539 Fax: (703)416-8534
Farm Journal.....1818 Market St. FL31 Philadelphia, PA 19103 Editor: Charlene Finck........cfinck@farmjournal.com The Kiplinger Agriculture Letter.......1729 H St. NW letters@kiplinger.org www.kiplinger.org Washington, DC 20006
TV: CBS Channel 4....231 18th St. Rock Island, IL 61202 Radio: WDBX 91.1 FM......224 Washington St. Carbondale, IL 62901 www.icih.org