The Importance of Digital and Analogue Communication

Mackenna Swingswing.6@osu.edu

Ohio State University: English 4567S

4 May 2015

Note: This white paper is based on research from the author’s experience as a community

writing partner with the nonprofit organization Veggie SNAPS.

ABSTRACT

Veggie SNAPS is a nonprofit created by Columbus area farmers’ markets to provide individuals

enrolled in the Supplemental Nutrition Assistance Program (SNAP) with a monetary incentive to

purchase produce at participating farmers’ markets. Veggie SNAPS doubles the customer’s

money with a match up to ten dollars per visit, which allows customers to purchase fresh fruits

and vegetables which had previously been cost prohibitive. In this white paper, I examine the

effects of currently employed digital and analogue communication, as well as the audience

range. At the end of my paper, I will discuss my suggestions for communication plans in order

for Veggie SNAPS to have a higher success rate.

Keywords

Nonprofit, analogue communications, digital communications, farmers’ markets, Supplemental

Nutrition Assistance Program, SNAP, Veggie SNAPS, Columbus

1. Introduction

Veggie SNAPS’ targeted demographic is central Ohio’s vulnerable populations living in or

adjacent to food deserts and who use Electronic Benefit Transfer (EBT) cards. So far, only

analogue communications are employed to promote the program. Digital communications are

nonexistent due to the belief that this demographic does not have consistent Internet access.

During the 2014 season, 4,985 Veggie SNAPS tokens were distributed among the six

participating farmers’ markets, and 4,338 were redeemed. I believe Veggie SNAPS will reach a

wider audience if digital communications are utilized, and proper utilization of these digital

communication affordances would result in a higher success rate for the organization.

2. Problem with Sole Reliance on Analogue Communications

After spending the semester working with Veggie SNAPS, I understood which communication

methods had been useful and which methods lacked effectiveness. No social media was used,

and the only Internet presence of Veggie SNAPS was an electronic informational PDF uploaded

by the Franklin County Board of Commissioners.

The main two questions I had when developing the communication plan were “who is the

targeted audience?” and “what is the best way to reach them?” I believe a combination of both

digital and analogue communications would serve as the most effective because very rarely does

the audience only have access to just the analogue or just the digital world.

3. Smart Phones, Internet Access and Welfare

Today large multimedia corporations are realizing that in order to expand clientele, they must

increase the number of those able to afford their services. Certain demographics, like SNAP

participants, may not have the ability to afford the services. As a result, companies have created

reduced-price Internet packages. For example, Comcast created an Internet package that costs a

flat rate of $10 a month and aims to “bridge the digital divide” between users (Chappell). Along

with the purchase of the Internet package, families will receive a voucher allowing them to

purchase a new computer for $149.99 + tax (Chappell). Comcast is producing a product that is

economically viable to a larger range of clientele and, in addition, is expanding its business

across many economic borders.

In terms of smart phones, a large range of discounted options are available. Many wireless

companies offer biannual upgrade discounts, prepaid phone options, and competitive prices. In

addition, many smart phones cost only a slight increase more than the basic, non-smart phones.

In many cases, smart phones may even be the cheapest overall technology option for consumers

because a smartphone allows them limited Internet access for when necessary, along with their

own phone number and email address. Many wireless providers offer prepaid value plans, such

as T-Mobile, which provides “unlimited data, texting and 100 minutes for $35 a month” (Prepaid

Phone Plans). Virgin Mobile also provides a lower rate with “unlimited data, talk and text for

$35 a month” (Virgin Mobile).

4. What This Means

To assume the majority of people on welfare do not have Internet access, with all the currently

available reasonably priced plans and services, would be to make a gross assumption. Although

technology tends to be more of a luxury, it has slowly become a necessary component to

accompany the analogue world.

5. Funding

With the amount of funding and resources available to Veggie SNAPS through the Wholesome

Wave backing received this year and the additional funding received from the City of Columbus

and Franklin County Commissioners, there are funds readily available to develop a more

comprehensive communication plan, which includes the employment of both more analogue and

digital communications.

6. Conclusion

In accordance with the data presented earlier, I believe that Veggie SNAPS needs to establish an

Internet presence to reach its digital audience. I spent my semester working on the creation of

the first real online space for Veggie SNAPS that I hope will be a fruitful resource. Along with

the website, I would encourage Veggie SNAPS to establish social media accounts, such as

Facebook and Twitter. Many farmers’ markets have Facebook pages currently, and creating a

Facebook for Veggie SNAPS could allow for more online traffic within the Columbus farmers’

market community. Social media is only useful when it is consistently checked and updated, and

for almost no cost I believe utilizing these forms of online promotion could significantly expand

the online audience of Veggie SNAPS.