Advocating for Plant Science Research Funding Support

The Challenge

North Carolina agriculture is big business - over $100 billion in annual economic impact, to be exact. And to keep it growing, the state's agricultural community envisioned and advocated for a new plant sciences initiative at NC State University, which included a state-of-the-art, $185 million plant sciences research facility that required state funding for completion.

Our Approach

Market & Message senior collaborators Patty Mercer, Amy Burtch, and Richard Campbell, working with NC State College of Agriculture and Life Sciences leadership, key agricultural stakeholders, and the college's central communications team, developed a messaging framework that addressed the local and regional economic impact that improved plant science research would have on agricultural communities across the state, and the overall benefit of the state's first infrastructure bond referendum in nearly 20 years.

What We Did

Developed messaging and talking points shaped by an agricultural research economic feasibility study, for use by college leaders and key stakeholders in conversations with influencers and decision-makers across the state.



Created video testimonials from agricultural leaders touting the role NC State research has played in growing the state's largest segment of the economy, and the emerging challenges that require access to improved research-based solutions.



Crafted stories and designed one-pagers, flyers, and other explainer materials for distribution among state leaders and decision-makers, and used in donor asks.



Launched social media and digital marketing campaigns touting the opportunities and benefits for North Carolina made possible through NC State's plant sciences initiative and the new research building.



Once the initiative was included in the bond referendum, the team coordinated and led statewide grassroots educational efforts, including informational meetings in 24 counties, providing presentations, sample op-eds, and print materials for use by local residents to educate others on the benefits and impact of all investments included in the bond.

The Impact

These efforts helped secure $85M in funding for the N.C. Plant Sciences Initiative, and the NC State University Plant Sciences Building through the successful inclusion in and passage of the bond referendum. This work also helped advance discussions with The Golden LEAF Foundation, which provided a total of $48 million in grants to the initiative, the largest single contribution ever made to the College of Agriculture and Life Sciences (CALS) and one of the largest in the university's history

Why It Worked

The passion of North Carolina's agricultural community and the vision of CALS leadership created an optimal opportunity to secure funding and positioning North Carolina as a global leader in plant science research and thereby growing the state's agricultural economy. The collective focus on "telling the story" from the farmer and researcher perspective ensured that key messaging, proof points, and calls to action reached those in a position to influence a positive outcome for all.