By ANDREA MCCANN
Indiana Correspondent

INDIANAPOLIS, Ind. — The Indiana 4-H Foundation is unveiling a new marketing campaign this summer that reinforces the foundation’s mission of supporting 4-H youth, leaders and volunteers throughout the state.

“Investing in a Bright Green Future” is the slogan for the new campaign. According to Indiana 4-H Foundation Executive Director Beth Stickles McDaniel, people think “green” when they think of 4-H. She said the foundation believes 4-Hers have a bright future, so bright green is used throughout the materials created for the campaign.

Finally, she said, the Indiana 4-H Foundation invests in today’s 4-H youth – who’ll be tomorrow’s leaders – so all Hoosiers will have a positive future.

“We’ve been working with a company called Marketing Informatics,” McDaniel said. “They presented a variety of slogans that they felt represented the positive forward-looking perspective of 4-H, and we felt this one was the most encompassing.”

The fresh look and new theme are part of a renewed energy and commitment to challenge people to invest in today’s youth. The mission of the Indiana 4-H Foundation is to develop financial resources to support Indiana 4-H Youth Development. Its vision is to be a thriving foundation that builds partnerships to secure financial support, advocacy and promotion of Indiana 4-H Youth Development now and for generations to come.

Since 1961, the foundation has supported programming related to leadership and citizenship for Indiana 4-H youth and mentors in all 92 counties, to the tune of more than $6 million. Programs include 4-H staff support, Junior Leader programs, annual leadership training, scholarships, interest-free loans, publications for Indiana 4-H programs and adult volunteer recognition.

“There’s an ever-increasing need for programming related to leadership and citizenship for young people, and also their adult mentors,” McDaniel said, “and as the 4-H program continues to grow, we want to be able to offer the type of programming to encourage today’s young leaders to be tomorrow’s community leaders.”

Currently, there are approximately 300,000 Hoosier 4-H members. 4-H is available to youth in grades 3-12 in Indiana, and some counties also offer Mini 4-H for younger children. The 4-H program is administered by the Purdue University Cooperative Extension Service.

As part of the marketing company’s research, McDaniel said, its staff interviewed a diverse selection of 4-H alumni to determine how 4-H had most benefited them. She said the interview subjects ranged in age from their early twenties to sixties.

A marketing committee comprised of Indiana 4-H Foundation members gave final approval to the new campaign. McDaniel said the committee included foundation board and non-board members, as well as extension staff. The first step in rolling out the new campaign was the introduction of a revamped website at the end of June.

“Marketing Informatics and Small Box Consulting developed the website with significant input of marketing professionals on the 4-H Foundation board,” McDaniel said.

“With the website, we hope to reconnect alums and friends of 4-H by giving them a chance to share their story of 4-H memories and the impact of 4-H on their lives.”

An estimated one million 4-H alumni currently reside in Indiana, according to foundation data.

“We also added a special section for current 4-Hers, which includes a blog so they can share not only personal stories of 4-H, but things their 4-H groups are doing in their communities ... that other 4-H groups might be interested in learning about,” McDaniel explained.

She said that idea arose from a conversation at a Junior Leader Council meeting.

Council members began sharing ideas for community projects and things they do to engage younger 4-Hers. As the website developed, she said, it seemed like the ideal place for the Junior Leaders to be able to exchange ideas more often and easily.
“The new site is very different from the old one,” McDaniel explained. “It’s very interactive for people to share pictures and stories. It also has areas for past and current 4-Hers.”

Other features of the improved website include a list of Indiana 4-H Foundation programs, such as Indiana 4-H Congress, Junior Leader Conference, adult volunteer leader recognition and scholarships; a marketplace, where 4-H merchandise can be purchased; a newsletter; a blog; a place to make donations; and ways to sign up for the “Bright Green Team.”

“The Bright Green Team is new,” McDaniel said. “It’s a member organization for alums and friends. There are four membership levels with different benefits, such as T-shirts and invitations to special events.”

There will be special events throughout the state to allow alumni and friends to get together and reconnect. The first big event, the “Bright Green Eggs and Ham Breakfast” during the Indiana State Fair, will be the official launch of the “Investing in a Bright Green Future” campaign.

The breakfast is slated for 7:30 a.m. on Aug. 11 at the Hospitality Tent on the north side of the Indiana State Fairgrounds. Cost is $10 per person, and anyone is welcome. Nationally acclaimed WFMS disc jockey J.D. Cannon will host the event, and Lt. Gov. Becky Skillman will be in attendance. Food and drinks are being donated by various Indiana companies and commodity groups, according to McDaniel.

For ticket information, contact the foundation at 317-692-7044 or visit www.in.4h.org online.

This farm news was published in the July 25, 2007 issue of Farm World, serving Indiana, Ohio, Illinois, Kentucky, Michigan and Tennessee.