LSC 435 Final Project

Group Number 6

Farm and Industry Short Course (FISC)

December 6, 2016
Lauren Baker
Jourdan Buchler
Laura Strugnell
**All individuals worked collectively on this project**

Table of Contents
1. Executive summary .......2
2. Situational analysis.................3
1. Company/Organization review
1. Mission
2. Goals
3. Marketing budget/resources
b. Goals
c. Positioning...4
i.
Competition
ii.
Brand promise
iii.
Target audience
1. Segments
ii.
Unique selling propositions
b. Marketing goals..5
c. Strategies and tactics...5-9
i.
Identify communication channels within the budget
ii.
Creative brief
iii.
Research plan
b. Implementation recommendations/Action plan11
i.
Budget
ii.
Timing
b. Evaluation....11-12
i.
How results will be measured
ii.
Steps to collect necessary evaluation information
b. References...13-14

Executive summary
Farm and Industry Short Course (FISC) offers a hands-on, comprehensive certificate program
that allows those interested in agriculture the formal education they want without the two or fouryear commitment of a degree program. While students can come from various backgrounds and
have various goals, enrolled students have a common interest in agriculture. FISC gives students
the ability to start their own agricultural business or operate their own farm.
Across the country there are many two-year and four-year degree programs in agricultural
disciplines, although there is nothing like FISC. FISC offers on campus housing, extensive
scholarship opportunities, and a modified class schedule that does not interfere with the
harvesting and planting seasons.
Based on the competitors FISCs strengths include providing on-campus housing options,
discounted in-state tuition rates, UW-Madison resources, a strong alumni network and job
opportunities. These lead to FISCs positioning in the market: a small-school feel within a world
class university. FISC offers over $140,000 in scholarships making the certificate program more
affordable to students. FISCs target market are individuals taking over their parents farms,
young adults interested in agriculture, older adults looking to change careers, and individuals in
urban communities interested in urban agriculture.
FISCs eighteen-month marketing strategy is to emphasize the benefits and advantages offered as
stated above. The marketing strategy is driven by two goals. The first goal is to increase the
number of applications by 10% to increase enrollment potential within the next application cycle.
The second goal is to increase diversity of applicants by 10% in the next application cycle by
reaching potential applicants from out-of-state, international, and urban populations.
With a marketing budget of $10,000 FISC will use the following strategies to meet the marketing
goals. To directly increase enrollment there are two suggested strategies: increase undergraduate
demand for FISC courses, and increase demand for the FISC programs by promoting the
expanded job potential gained with a FISC certificate. Three strategies were created to increase
diversity of applicants: increase out-of-state enrollment, increase international enrollment, and
increase urban enrollment.
The success of these strategies will be measured by a survey question at the time of application
about how the applicant learned about FISC, by google analytics to measure online traffic and
social media engagement, and by total percent increase in applications compared to the previous
application cycle. These measures can be used to determine a return on investment (ROI) of the
marketing strategies such as percentage increase in enrollment.
It is recommended that FISC follow the suggested marketing strategies for eighteen months
(April 2017 -October 2018) at the end of this cycle, FISC should determine ROI. Based on ROI,
FISC can determine the effectiveness of these strategies and use that information to re-evaluate
which strategies to continue, which to expand, and which to discontinue.

Situational analysis
Organization review:
Mission:
To provide the best research-based, hands-on educational program for individuals preparing
for careers in agriculture.
Goals:
Increase overall enrollment
Increase diversity
Marketing budget/resources:
$10,000 budget
3 part-time employees
CALS Resources
SWOT:

Strengths
On campus housing
Field trips
Hands on
One and two year options
Scholarships for all domestic students
Discounted in-state rates
Alumni Network
Career Fairs, Internships, etc.
Transferable credits to two year and four
year degree programs
Altered class schedule catered to farm
activities and harvest season
Industry experts on staff
UW resources (example: McBurney
Center)

Weaknesses
Traditionally Wisconsin students with
farm backgrounds
Potential intimidation while applying
Admissions criteria and considerations
Low awareness
Limited on campus parking
Big city feeling

Opportunities
Expansive job opportunities
Growth of global agriculture
More demand for innovative agriculture
More interest in conventional agriculture and
urban agriculture

Threats
Cheaper institutions
Closer institutions
Perceptions of not needing a certificate
Two-year and four-year degrees
Decrease in farm numbers

Positioning
Competition:
The main competition FISC faces is direct competition from local technical colleges which offer
similar programs. Fox Valley Technical College, Chippewa Valley Technical College, Lakeshore
Technical College, Northcentral Technical College, Southwest Technical College, and Madison
College are the largest direct competitors.123456
These schools all offer technical diplomas in agricultural management areas. The estimated costs
for these programs range between $3,300 and $6,700 (tuition plus cost of books). Several of
these institutions offer part time programs which are offered over period of years, or completely
online courses, which FISC does not offer. Other indirect competition would come from twoyear associate degree programs789, which may be a particular concern for FISCs second-year
program.
Indirect Competition:
Students who would have been interested in FISCs specialty certificates may choose to forgo
FISC entirely in favor of the degree programs offered elsewhere.
Four year programs may also be indirect competition for FISC, as students interested in pursuing
a bachelors may forgo FISC entirely. However, FISC does have transfer credit options, which
transfer to other degree programs, such as UW-Madison.
Lastly, it may be beneficial to enforce why its important to get a certificate, as some potential
students looking at the promise of the family farm may not see the purpose of leaving the farm
for a year to learn in a classroom what they could learn from experience.
Brand promise:
Meaningful learning and agricultural discovery at your fingertips and on your time.
Target audience:
1Chippewa Valley Technical College. (2016). Farm Operation. Chippewa Valley Technical College. Retrieved from https://www.cvtc.edu/academics/programs/farm-operation
2 Fox Valley Technical College. (N.D.). Agriculture Equipment Service Technician. Fox Valley Technical College. Retrieved from https://www.fvtc.edu/program/agriculturehorticulture-natural-resources/agriculture/31-003-2/agriculture-equipment-service-technician

3 Lakeshore Technical College. (2013). Agriculture Technician. Lakeshore Technical College. Retrieved from http://gotoltc.edu/academics/programs-of-study/agriculturetechnician/index.html

4 Madison College. (2016). Agriculture Systems Management. Madison College. Retrieved from https://madisoncollege.edu/program/agriculture-systems-management
5 Northcentral Technical College. (N.D.). Agriculture Equipment Technician. Northcentral Technical College. Retrieved from https://www.ntc.edu/programscourses/all/technical-diplomas/agriculture-equipment-technician

6 Southwest Tech. (2016). Farm Business and Production Management. Southwest Tech. Retrieved from https://www.swtc.edu/academics/programs/agricultural/farm-businessproduction-management

7 Chippewa Valley Technical College. (2016). Farm Business Production Management. Chippewa Valley Technical College. Retrieved from
https://www.cvtc.edu/academics/programs/farm-business-production-management

8 Northcentral Technical College. (N.D.). Agri-business Associate Degree. Northcentral Technical College. Retrieved from https://www.ntc.edu/programs-courses/all/associatedegrees/agri-business

9 Southwest Tech. (2016). Agribusiness, Science & Technology - Agribusiness Management. Southwest Tech. Retrieved from
https://www.swtc.edu/academics/programs/agricultural/agribusiness-science-technology-agribusiness-management

FISCs target audience are individuals who are interested in agriculture and want a certification
for farming practice to expand their knowledge and further their careers. The target audience also
wants the ability to complete this certification within a year and have the option to continue for a
second year to specialize in a concentration.
FISCs primary market is young adults looking to go take over the farm, while the secondary
market are people with non-agricultural backgrounds who are interested in agriculture.
Segments:
There are four identified audience segments for FISC.
The first audience segment is the person who is taking over the farm. This is the relation to the
farm owner, most commonly a child or grandchild. They want to gain experience off the farm
that they can bring back to help their family. They plan on returning to the farm. This segment
also may want these certifications to get a job off the farm for a while before it is their time to
take over. This is very similar to ESRIs Prairie Living Segment.10
The second is the young adult interested in agriculture. This person is 18-25 who knows about
the agricultural industry but, they are not in succession to own a farm. Some motives for
enrolling are to gain the knowledge to start a farm, or obtain a job in the agricultural industry.
This is similar to ESRIs Down the Road Segment.11
The third segment are adults looking for a change in career. This is the smallest segment. These
are adults past typical college age. People change jobs on average four times before they are 32.12
This is similar to ESRIs Parks and Rec Segment.13
The last segment is young adults 18-24 in urban settings who are interested in learning more
about agriculture, particularly urban agriculture. This is very similar to ESRIs Hard Scrabble
Road segment.14
Unique selling proposition:
FISC offers an opportunity for full immersion in an agriculture-focused culture, motivating and
educating students pursuing careers in agriculture. Hands-on courses facilitate meaningful
learning that provides students with the tools and resources necessary to achieve their goals, on
or off the farm. Students have the opportunity to live on campus in FISCs close-knit learning
community, bonded by the shared interest in and passion for agriculture. FISC offers a
personalized college experience within UW-Madisons top-ranked university by cultivating a
small-school feel. In two short terms that do not conflict with harvesting season, FISC helps
10 ESRI Tapestry. (2014). Prairie Living. ESRI. Retrieved from http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment24.pdf
11 ESRI Tapestry. (2014). Down the Road. ESRI. Retrieved from http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment49.pdf
12 Heather Long. (2016, April 12). The new normal: 4 job changes by the time you're 32. CNN
Money. Retrieved from http://money.cnn.com/2016/04/12/news/economy/millennials-changejobs-frequently/
13 ESRI Tapestry. (2014). Parks and Rec. ESRI. Retrieved from http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment18.pdf
14 ESRI Tapestry. (2014). Hardscrabble Road. ESRI. Retrieved from
http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment39.pdf

students expand their farming knowledge and skills to help them fulfill their aspirations in
agriculture and farming.
Marketing goals

Increase applications received by 10% in the next enrollment period and increase class
size during the school year.

Increase applications received from a more diverse audience by 10% within the next
enrollment period; diversity can be defined as: out of state, international, and minority
populations.
The 10% increase is based on FISCs current application rates and the diversity of the current
FISC students. This percentage is considered realistic and achievable and can be accurately
measured relative to number of applications in previous years.
Strategies and tactics
Increase Overall Enrollment Rate
Increase Undergraduate Demand:
This aims to increase enrollment in FISC certificate seeking students through increasing
undergraduate student demand. Strategies include incorporating FISC courses into existing
certificate and promotion to CALS majors via email and flyers. Execution will begin during
the months approaching and during the next application and enrollment cycle.
Tactics
1. Certificates offer a more specific area of study and are popular among undergraduate
students. The incorporation of FISC classes into existing certificates will increase course
enrollment.
2. Promotion to CALS majors via mass emails to students with declared relevant majors
through advisors email blasts. Emails will inform students about FISC course offerings
and related certificates that require one or more FISC courses.
3. Print marketing tactics, specifically flyers, will be created and posted around campus.
There will be a focus on buildings and study areas with a high concentration of College
of Agricultural and Life Sciences majors and courses in an effort to resonate with student
interests.
Primary Research: Survey
In an online survey, we asked four year students to express interest in a number of FISC
courses. The survey requested the users school year, major, certificates (if applicable), and
asked to indicate level of interest in agriculture or food production based on yes,
somewhat, or no. 21 FISC courses were listed in the survey and users were asked to
click any or all that interested them. The survey data indicates that increasing demand of
FISC courses through inclusion in existing certificates and promotion to four year students
would likely increase enrollment.
93 responses; 71 juniors or senior participants (meaning they likely have officially
declared majors)

Most common majors included Life Sciences Communication, Psychology, Dairy

Science, and a variety of Biology majors.
Most popular courses or subjects that interested students were Food/Agricultural
Safety and Health, Agriculture, Food Systems, and Rural Development, and
Agricultural Business/Communications.

Budget

Item

Cost

Tactic #1

Add FISC classes to certificates

Free

Tactic #2

Emails through advisors

Free

Tactic #3

5000 Flyers

$250 for 5000 ($0.05/pg)

Promote Job Potential:

To increase overall enrollment, FISC will emphasize the job possibilities enabled by the
certificate. When FISC hosts job fairs, there are more interested employers than students
looking for jobs. FISC also has a job page, but the requirement to input your contact
information means that someone not yet enrolled cannot see the job postings.
Tactics:
1. Add an email opt-in on the website so people sign up for the mailing list. Email this list
about job opportunities and with details about FISCs programs and events.
2. Host job fairs and invite potential students, so they can see all the jobs that would be
available to them in just one year of schooling. FISC will promote the events via flyers,
an ambassador reading on Ag Chat on WSUM15, and Facebook and Instagram
promotion.
3. On the FISC jobs and careers tab16, make the information more public. Allow prospective
students to see what types of jobs would be available to them upon completing FISCs
certificate.
Budget

Item

Cost

Tactic #1

Change Website to Free

include a box to add
email to list

Tactic #2

Venue
Flyers
Sidewalk Chalking

Union Space for up to 50 tables $100017

$0.05/page printing = $250 for 5000
Cost of Chalk: $8.48 for 48ct18

15 Endres, S. (2013). Ag Chat. WSUM. http://wsum.org/show/ag-chat/

16 Farm & Industry Short Course. (N.D.). A hands-on education at a world class University. Farm and Industry Short Course. Retrieved from
http://fisc.cals.wisc.edu

17 Wisconsin Union. (N.D.). Wisconsin Union Rates and Policies. Wisconsin Union. Retrieved from https://union.wisc.edu/assets/New-HostYour-Event-PDFs/ceso-webpdf-RatesAndPolicies-16-0811.pdf

Tactic #3

Reading on WSUM
Facebook

Free

Update website

Free

Increase Diversity
Increase Out of State Enrollment:
This increases diversity by bringing in out-of-state students. Farming practices vary across
the United States and bringing in students from around the country provides new
perspectives to students and the curriculum expands out-of-state students knowledge.
Tactics
1. FISC will use Facebook and Instagram advertisements to post to zip codes where there is
a high farming population.19 The states outside of Wisconsin include: North Dakota,
South Dakota, Iowa, Kansas, Nebraska and Oklahoma.
2. FISC will reach out to FFA chapters via email20. This would include a newsletter that is
four times a year highlighting FISC and its successes.
Budget

Item

Cost

Tactic #1

Facebook/ Instagram Part of $10/day Facebook and Instagram budget

Tactic #2

Email Newsletter

$1080

Increase International Enrollment:

This aims to increase international diversity in the FISC program. International agriculture
can be vastly different and use different tools. The FISC program offers a look into American
agriculture for international students. International students allow U.S. students to learn about
various cultures and farming practices.
Tactics
18 Amazon. (2016). Crayola 48 Count Sidewalk Chalk. Amazon. Retrieved from https://www.amazon.com/Crayola-Count-Sidewalk-Chalk-512048/dp/B00AHAJGXK

19 Kirk, C. (2012, June 19). Maps: Agriculture in the U.S. and Around the World. Slate.
Retreived from
http://www.slate.com/articles/technology/future_tense/2012/06/a_map_of_farmers_in_the_u_s_a
nd_world_.html
20 National FFA Organization. (2015).Conferences. National FFA Organization. Retrieved from
https://www.ffa.org/participate/conferences
9

1. Advertise at the Wisconsin Agri-Business Association (WABA) Classic held in January at

the Alliant Energy Center in Madison, WI. FISC will hold an information session, alumni
panel and networking hour, and get booth space to distribute information.
2. Advertise FISC at World Dairy Expo (WDE). This brings in people from all over the
world who are interested in dairy. FISC will have booth space and hold an information
session to promote the certification program.
3. Promote to the International student services (ISS) orientation.21 FISC will have a person
come and give a presentation about the program and opportunities for students to enroll.
Budget

Item

Cost

Tactic #1

WABA Booth Rental

$1038

Tactic #2

WDE Booth Rental

$1700

Tactics #1&2

Booth materials

$337.5022

Tactic #3

ISS

Part time FTE/ ambassador - no cost

Increase Urban Enrollment:

This aims to increase diversity by reaching students who didnt grow up in an agricultural
setting. For students interested in urban agriculture, FISC will give them the necessary skills
to have their local food thrive. Adding an Urban Agriculture concentration to the second year
programs would also increase enrollment and interest in the program.
Tactics:
1. Distribute flyers at urban agriculture centers like Growing Power in Milwaukee, and
urban farmers' markets. This focuses on the end of the school year to engage with high
schoolers who do not have an official plan.
2. Engage with urban high school students and young adults via Facebook and Instagram
promotion. Posts will aim at people engaging with urban agriculture Facebook pages and
people in zip codes 53404, 53140, 61101, 48209, where there is a high density of the
Hardscrabble Road target segment23.
Budget

Description of needs

Cost

Tactic #1

Flyers
Distribution

$250 for 5000 pages (@$0.05/pg)

Ambassador drives to Milwaukee to distribute - Gas

21 International Student Services. (N.D.). Fall 2016 Orientation. International Student Services.
Retrieved from https://iss.wisc.edu/students/orientation/fall
22 TRT Banners. (2014). Budget Trade Show Package. TRT Banners. Retrieved from
https://www.trtbanners.com/budget-trade-show-package?
gclid=CI3dgdi3zNACFQYpaQodmu0CgA
23 ESRI Tapestry. (2014). Zip Code Lookup. ESRI. Retrieved from
http://www.esri.com/data/esri_data/ziptapestry
10

$40
Tactic #2

Promotion of posts

Part of $10/day Facebook and Instagram budget

Identify Communication Channels Within the Budget

Readings over Radio
Email
Social Media
Booths
Events
Flyers
Ambassadors
Creative brief
Client: FISC
Product: FISC Marketing Materials
Project Name: 2017-18 FISC Marketing
Issue date: April 2017
Participants: Lauren Baker, Jourdan Buchler, Laura Strugnell
Objective: Raise awareness and enrollment of FISC certification program
Communication target: FISC should target a new diverse population to enroll in the program as
well as the current students who will continue to the second year.
Primary Audience Demographic: Senior high school students, students who may be interested in
post-high school education.
Primary Audience Beliefs: Students do not need to get a post-high school education to achieve
their career goals.
Current Behavior: Not applying to post-high school programs.
Desired Behavior: Apply to FISC and enroll in program.
Call to action: Apply to FISC program: Tagline Jump start your career in with a certificate from
FISC!
Tone: Inspirational, emotional, heartfelt
Key message: Enrolling in FISC opens a door of opportunity that can advance your career in the
agricultural sector with hands on learning and classes that conform to the farm schedule.
Secondary Messages: Not only for people aged 18-24. A great opportunity for those looking to
gain agricultural experience or those who are looking for a new career path.
Research plan
1. Preliminary research was conducted to determine whether or not FISC courses would be
of interest to non-FISC students. If this is a common area of interest, FISC should
conduct further research.
2. FISC should conduct internal student assessments about why students choose to pursue a
second year vs students who do not continue. This information could help improve
communication to students about returning for a second year.
11

3. FISC should survey students about how they heard about the program and what aspects
of FISC particularly enticed them to join this specific program over competitors. This
information would help serve as a focal point for recruiting communications.
4. FISC should conduct research to understand reasoning behind low female enrollment,
given that the target market is 31% female.2425
Implementation Recommendations
Budget
Total Budget: $10,000
Item

Cost

Strategies

Flyers

$0.05/page = $500/10000 pgs

Facebook26

$3650
-Increase Urban Enrollment
10 dollars/day (total) for 365 days -Increase Out-of-State Enrollment
-Promote Job Potential

Chalk

$8.48 for 48ct box

-Promote Job Potential

Email

$1,080

-Increase Out-of-State Enrollment

Venue for Job Fair

Union Space: $1000

-Promote Job Potential

Booths at Conferences WDE Booth Cost: $1700

WABA Booth: $1038
Booth Materials: $337.50
Total:

-Promote Job Potential

-Increase Undergraduate Demand

-Increase Out-of-State Enrollment

$9313.98

The extra $686.02 will be used as a backup fund. If a tactic is not going as planned or needs
more attention this money will be allocated to do so. It also lowers risk to FISC if there is an
unforeseen expense that is not accounted for in the budget.
Timing
This marketing plan execution will take place April 2017 to October 2018, starting six months
before the FISC application opens in October 2017. As graduation approaches in the spring,
students are still considering and deciding on post-graduation plans. Thus, as awareness

24 USDA. (2015,September 29). Women in Agriculture. USDA. Retrieved from

http://www.usda.gov/wps/portal/usda/usdahome?contentid=women-in-ag.html
25 USDA Census of Agriculture. (2016, November 4). 2012 Census Publications.USDA Census
of Agriculture. Retrieved from https://www.agcensus.usda.gov/Publications/2012/
26 Facebook. (2016). Facebook Business. Facebook. Retrieved from
https://www.facebook.com/business/
12

increases, FISC can be considered for future plans. This time period includes two application
cycles, covering two rounds of applicants to consider during evaluation.
Marketing to high school students: Based on college applications, acceptances, and postgraduation planning
Social media: During both graduation and enrollment periods, social media promotion
should be heavy, about four times a week. There will also be high promotion when the
FISC application opens and then slowly reduce the frequency in January before picking
up again in June.
o Light: Once a week
April 2017 - May 2017
April 2018 - May 2018
o Medium: Twice a week
June 2017 - August 2017
January 2018 - March 2018
June 2018 - July 2018
o Heavy: Four times a week
September 2017 - December 2017
September 2018 - October 2018
Marketing four-year undergraduate students: Based on next semester enrollment and certificate
selection
Flyers and emails: During course enrollment, flyers should be distributed throughout
buildings with CALS courses. Emails will be sent out once a week in the months leading
up to enrollment.
o Fall enrollment: April 2017 - May 2017
o October 2017 - January 2018 (Through add-drop period)
o March 2018 - May 2018
Marketing to prospective applicants for diversity: Based explicitly on FISC enrollment schedule
Social media
o Heavy: Four times a week
June 2017 - August 2017
o Medium: Two times a week
October 2017 - August 2018
Email Newsletter to FFA Chapters
o Four times a year
June
December
May
October
Events: Not all dates for 2018 are available
Dairy Expo:
o October 3-7, 2017
o October 2-6, 2018
Student Organization Fair: February 1, 2017
13

Wisconsin Agri-Business Association:

o January 2017
o January 2018
International Student Services Orientation:
o September 2017
o September 2018
Career fairs:
o Public Service Fair: January 25, 2017
o Spring Career and Internship Fair: February 2, 2017

Evaluation
Collection of Necessary Evaluation Information
The following information collection offers accurate measurements of the most effective
strategies and tactics to increase FISC enrollment and diversity. Quantitative data and survey
responses from prospective students applying to FISC or enrolling in FISC courses increases
knowledge of the most important ways to share information and increase program awareness in
outreach efforts and strategy.
Google Analytics
Increase diversity
o Increase out-of-state enrollment & increase urban enrollment
Social media promotion to out-of-state and urban high school students
(Facebook and Instagram)
Increase overall enrollment
o Increase undergraduate demand
Mass emails
o Promote job potential
Email blasts
Social media promotion (Facebook and Instagram)
Survey

Increase diversity
o Increase out-of-state enrollment
Reach out via email to FFA chapters to raise awareness of FISC
o Increase international enrollment
Advertise at WABA
Advertise at WDE
Promote at ISS orientation
o Increase urban enrollment
Flyers at urban agricultural centers
Increase overall enrollment
o Increase undergraduate demand
Include in existing certificates
Flyers to promote undergraduates with related majors
o Promote job potential
14

Job fairs

Monitoring and Measurement of Tactic and Strategy Effectiveness

FISC marketing plan effectiveness will be analyzed based on correlations involving online and
print tactics used and program or course enrollment. Results will be monitored and analyzed
through Google Analytics and student survey responses. Data will show which tactics and
content work best when communicating with and reaching the target audience. This information
helps indicate direct correlations between tactics used and how each affects enrollment rates and
diversity.

Website, email, and social media tactics will be monitored with Google Analytics to
provide data for effective analysis of online posts, traffic, and website referral rates.
Google Analytics will be used to monitor website hits, both email referral or non-referral,
and social media impressions. This will also indicate which social media tools are most
useful and have the most interaction.
Information collection regarding all offline and physical tactics will be collected through
a survey issued to all FISC applicants. The survey will be included in the FISC
application and ask how the student learned about FISC. There will be a number of
options that includes all events and physical tactics or if it was within their certificate
program. There will also be an option that says other to see if there is another channel,
such as word of mouth, providing information to expand marketing tactics. These
responses will indicate which channels are most effective in reaching the target audience.
Return On Investment (ROI) will be a useful indication of tactic effectiveness in
increasing enrollment rates. This will consider changes in enrollment rates in relation to
the execution timeline.

References:
Amazon. (2016). Crayola 48 Count Sidewalk Chalk. Amazon. Retrieved from
https://www.amazon.com/Crayola-Count-Sidewalk-Chalk-51-2048/dp/B00AHAJGXK
American Farm Bureau Federation. (2016). Fast Facts About Agriculture. American Farm
Bureau Federation. Retrieved from http://www.fb.org/newsroom/fastfacts/
Beginning Farmers. (2016). Farm Succession Planning. Beginning Farmers. Retrieved from
http://www.beginningfarmers.org/farm-succession/
Bonetto, L. (2015, December).Attitudes toward higher education. Mintel Academic. Retrieved
from http://academic.mintel.com.ezproxy.library.wisc.edu/display/758146/
Chippewa Valley Technical College. (2016). Farm Operation. Chippewa Valley Technical
College. Retrieved from https://www.cvtc.edu/academics/programs/farm-operation
Chippewa Valley Technical College. (2016). Farm Business Production Management. Chippewa
Valley Technical College. Retrieved from
https://www.cvtc.edu/academics/programs/farm-business-production-management
15

Endres, S. (2013). Ag Chat. WSUM. http://wsum.org/show/ag-chat/

ESRI Tapestry. (2014). Zip Code Lookup. ESRI. Retrieved from
http://www.esri.com/data/esri_data/ziptapestry
ESRI Tapestry. (2014). Hardscrabble Road. ESRI. Retrieved from
http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment39.pdf
ESRI Tapestry. (2014). Parks and Rec. ESRI. Retrieved from
http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment18.pdf
ESRI Tapestry. (2014). Down the Road. ESRI. Retrieved from
http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment49.pdf
ESRI Tapestry. (2014). Prairie Living. ESRI. Retrieved from
http://downloads.esri.com/esri_content_doc/dbl/us/tapestry/segment24.pdf
Facebook. (2016). Facebook Business. Facebook. Retrieved from
https://www.facebook.com/business/
Farm & Industry Short Course. (N.D.). A hands-on education at a world class University. Farm
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