“For more than 30 years, the Getty Farm has raised beef, pork and poultry without growth hormones, antibiotics or chemical additives,” Getty said. “What we do on our farm is significant, but I need to find ways to get our name and product in front of people so they know about us.”
Getty explained he and the other farmers in the area regularly turn to Penn State Cooperative Extension for answers and support, so he asked Crawford County Extension Agent David Dowler for some ideas about how to reach his customers.
According to Dowler, answering Getty’s question seemed like a job for outreach.
“We do not have marketing expertise in our office,” Dowler said, “but we do within the University. The work of Cooperative Extension is all about getting the best information we can for our clients, so I put Richard Getty in touch with experts in marketing. It was a way to help build opportunities by networking with faculty.”
With a referral from Dowler, Getty contacted Dr. John Magenau, director of the School of Business at Penn State Erie, The Behrend College, and Jana Goodrich, lecturer in management and marketing. Goodrich used Getty Farm as a case study in one of her courses and, with help from senior marketing students Michelle Juneau of Erie and Sarah Peterson of Grove City, developed a plan to promote and expand sales of the farm’s products.
“It was very clear that a lot of thought went into the marketing plan they developed for us,” Getty said. “They created a Web site for the farm, redesigned some of our flyers and helped us figure out some new marketing strategies.”
“The students did a great job on developing the Getty Farm Web site,” Goodrich said. “Michelle got him the domain name and server space, and Sarah created the look of the Web pages.” The Web site is: www.gettyfarm.com.
“These types of experiences are mutually beneficial,” she added. “The businessperson receives assistance from faculty and students specializing in his or her area of need, while the opportunity to participate in these ‘real-life’ work situations increases the students’ understanding of course material and their marketability upon graduation.”
As a result of the students’ marketing presentation and because of the potential market in the Erie County area, Getty is seeking a grant to make a television commercial for the farm.
Richard Getty, his wife Ijenna, and daughter, Morgan, operate the farm as a complete renewable ecosystem. Tillable land is cropped and rotationally grazed, and untilled land is used as a permanent pasture. The farm’s woods are a source for lumber, firewood and maple syrup production.
“The work done by Ms. Goodrich, Michelle Juneau and Sarah Peterson has helped us get the word out about our farm, but I believe it has yet to come to full fruition. I would estimate the dollar value of their efforts at around $5,000,” Getty said, “but to our family, if their plan works, it’s priceless!”
“Personally, I find it exciting to be able to offer professional services and advice to people and organizations who might not otherwise be able to obtain consulting services and to work with students on projects outside the classroom,” Goodrich noted. “It is gratifying to see the benefits derived by both the students and the business-people.”
