Maryland Market Money Promotion and Outreach Resources

Written By MMM
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Outreach and advertising are essential elements of bolstering successful federal nutrition benefit expenditures at farmers markets. While each market will find different strategies successful, this resource round-up should should serve as a starting point.

Full Guide: Maryland Guide to Accepting Federal Nutrition Benefits at Farmers Markets and Farm Stands
Published by Maryland Market Money: A program of SMADC & MARBIDCO

CONDUCTING SUCCESSFUL OUTREACH

The MMM program, with the support of the Maryland Department of Human Services, coordinates an annual mailing of trifold brochures to SNAP recipients in Maryland during the summer months with the names, dates, times, and locations of farmers markets throughout the state. Consider similar mailings to reach large, targeted audiences through one collective effort.

Targeted Mailings and Direct Outreach Efforts

  • Community partners: Send mailings or directly distribute flyers through schools,churches, WIC offices, health centers, and free summer meal sites.

  • Canvass in communities surrounding farmers markets, providing information and directions to the market nearest them.

  • Bus seniors to farmers markets by connecting senior housing units and senior centers with local mobility services (city, hospital, church, adult daycare).

  • Get a neighborhood company or organization to help promote the program by underwriting promotional $5 tokens or coupons to distribute to potential SNAP/EBT customers. When the tokens are distributed, make sure to include a flyer about the market and the incentive program.

  • Host events to bring new customers to markets such as kick-off events, SNAP/EBT outreach, health fairs/screenings, workshops, music, nutrition education, or cooking classes.

Marketing and Advertising

  • Make sure that your market is included in any online directory (Farm Spread, Local Harvest, USDA etc.) or printed farmers markets guide (Maryland Department of Agriculture compiles one). Be sure to indicate what payment forms are accepted if possible.

  • Encourage vendors to advertise benefits stating, for example, “SNAP/EBT/P-EBT, FMNP, and WIC welcome.” Note that FMNP authorized farmers are required to display a sign provided by the Maryland Department of Agriculture.

  • Hang banners and/or yard signs outside of the market with information about the market location, market time, and payment forms (credit/debit, SNAP/EBT, P-EBT, FMNP) accepted at the market. Distribute posters, flyers, and postcards at DSS andWIC offices, schools, community events, churches, food pantries, and soup kitchens, free summer meal sites, and libraries.

  • Get the word out through press (video, radio, newspaper, press releases, newsletters), social media (Facebook, Twitter, Instagram), community event calendars (online, TV), and school/community events.

  • Invest in newspaper advertisements (local papers, neighborhood association papers, audience-specific papers), radio advertisements, and advertisements on public transportation.

Recommended Resources

MMM https://marylandmarketmoney.org
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