Field to Film: Career Snapshot Series
4,000+ Video Views in First Nine Months
The Communications Group, in collaboration with the Arkansas Soybean Promotion Board (ASPB), developed the Field to Film: Career Snapshots video series to showcase diverse career opportunities in agriculture to Arkansas high school and college students, leading to significant engagement and interest.
History
The Arkansas Soybean Promotion Board (ASPB) is dedicated to promoting and supporting the soybean industry within the state of Arkansas. As a vital sector contributing to the state's economy, the soybean industry encompasses farming, research, and market development. The ASPB's mission is to provide resources, education, and advocacy to ensure the success and sustainability of Arkansas's soybean farmers. By funding research and promoting soybeans through various programs, the ASPB aims to enhance the profitability and global competitiveness of Arkansas's soybean industry.
The Challenge
The primary challenge was to counter the declining interest in agricultural careers among students. Research indicated that both students and their parents perceived agriculture as an unappealing career path, often seen as a step down. This perception persisted even among students involved in pro-agriculture organizations like the FFA.
The Solution
The Communications Group developed the Field to Film: Career Snapshots video series to communicate the diverse career opportunities in the agricultural industry. The series targeted high school and college students, aiming to demonstrate that agricultural careers extend beyond traditional farming roles.
1. Research and Planning:
• Conducted interviews with agriculture educators and an electronic survey with high school counselors in Arkansas.
• Identified a steady decline in interest in agricultural careers and the perception issues among parents and students.
2. Video Series Production:
• Produced six videos featuring young professionals in various agricultural careers.
• Highlighted diverse work environments, including white-collar roles, to counter the blue-collar stigma.
3. Promotion and Distribution:
• Embedded the videos on the ASPB website under the Students section and promoted them through the board’s social media channels (Facebook, Twitter, Instagram).
• Distributed the series as a YouTube playlist to FFA state administrators for sharing with students and faculty.
The Results
The Field to Film: Career Snapshots Series became the most successful student communication tactic implemented by the ASPB. The six videos produced in the state fiscal year 2018 garnered over 4,000 views in the first nine months, with one video ranking as the third most visited page on the entire website. The series effectively demonstrated the diverse career paths in agriculture, helping to reshape perceptions and increase interest among students.
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