U.S. Department of Agriculture
(http://www.usda.gov)

The U.S. Department of Agriculture (USDA) is a multifaceted agency providing an array of services to the nation's farmers and ranchers, ensuring the safety of food products, spurring conservation efforts, and leading the nation's anti-hunger programs. It also serves as steward of national forests, is a leading researcher in everything from human nutrition to new crop technologies, and helps ensure open markets for U.S. agricultural products overseas.

In response to challenges in its relationship with minority farmers and other under-served constituencies, USDA sought to engage these customers through a series of educational briefings.

Participating in a series of planning meetings, the firm helped shaped the Briefing on the 2002 Farm Bill and USDA Programs & Services and developed a comprehensive plan encompassing media outreach, constituent engagement, and conference planning.

To conduct media and constituent outreach, the firm compiled a list of more than 400 media outlets and community-based distribution points in the target area. The firm developed and disseminated publicity materials, including news releases, calendar listings, public service announcements, and flyers.

McKPR also created the online and fax registration systems, designing all registration materials, as well as a guide for onsite registration staff. Planning the program and format for the briefings, communicating with agency contacts and presenters, and producing the program materials rounded out the firm's scope of work.

The briefing generated considerable attention in local media and attendance exceeded USDA expectations.