OFFICIAL
RULES
2014
WHAT IS THE
STATE OFFICER
CHALLENGE?
The State Officer Challenge is an opportunity for state FFA officers to
advocate on behalf of FFA, agricultural education, career and technical
education and the agriculture industry. As a state officer, you have
been given countless hours of training and coaching that enable you to
communicate key messaging on behalf of our industry. That training,
coupled with your rich experiences in FFA, make you one of our best
advocates. This challenge provides you with an opportunity to further
your growth and development and take advantage of opportunities at
your disposal.
Many objectives of this challenge align with the responsibilities of your
office. This challenge is meant to highlight existing functions of a state
officer and document them in a way that showcases your influence. To
put it another way, you will accomplish most if not all of the criteria
of the challenge simply by serving as a state FFA officer. The challenge
encourages you to shine a light on the great work you’re already doing.
THE FFA MISSION
FFA makes a positive difference in the lives of students by developing their potential for
premier leadership, personal growth and career success through agricultural education.
THE AGRICULTURAL EDUCATION MISSION
Agricultural education prepares students for successful careers and a lifetime of informed
choices in the global agriculture, food, fiber and natural resources systems.
The National FFA Organization affirms its belief in the value of all human beings and seeks diversity in its membership,
leadership and staff as an equal opportunity employer.
The National FFA Organization is a resource and support organization that does not select, control, or supervise state
association, local chapter or individual member activities. Educational materials are developed by FFA in cooperation with the
U.S. Department of Education as a service to state and local agricultural education agencies.
WHAT DO I NEED TO DO
TO BE SUCCESSFUL?
This challenge is all
about telling your story
to demonstrate influence.
As a leader within FFA
and agriculture, your
experiences and training
are the best tools in
your arsenal. Still, there
is strength in numbers.
This is a team challenge.
Below are some tips that
will help you and your
teammates complete the
challenge successfully:
Play to your
strengths. You have
talents and interests
that make you stand out
from your teammates.
Identify where you
might be able to leverage
your assets within
the specific objectives
of the challenge.
The challenge is not
about every teammate
playing a part in every
objective; you will be
successful when you
allow your teammates
to specialize in areas
that complements their
talents and passions.
Recognize your
ability to grow.
Ray Kroc, the
entrepreneur who
started McDonald’s,
once said, “When you’re
green, you’re growing.
When you’re ripe, you
rot.” Throughout this
challenge, National FFA
staff will offer additional
training and resources
through www.FFA.
org/TellingYourStory.
Participate in these
growth opportunities
and embrace your
potential for continuous
improvement.
Seize the moment.
Advocacy happens with
every conversation. Has
your official dress started
a conversation in a WalMart check-out line or on
an elevator? Use these
experiences as practice
for delivering your sound
bites and key messages.
Try advocacy on for
size then step back and
reflect on how you could
have improved. While
we cannot measure every
advocacy opportunity
in this challenge, every
instance helps you tell
your story.
Find a mentor. There
are people who make a
living by telling stories.
Engage them. You
will find your greatest
mentors are those who
earn a living through
communications and
advocacy. They work
for agribusinesses and
non-profit agencies
within your state and
their expertise will prove
invaluable. Work with
your state staff to identify
who these people are
and then engage them in
your development and
coaching.
Follow the rules.
Everything you need
to be successful is in
this official rules guide
or available online
at www.FFA.org/
TellingYourStory. There
are no secrets; the rubrics
and judging criteria are
available to you from the
start of the challenge.
Use these suggestions
and the resources
available to you and your
state could be the winner
of the 2014 State Officer
Challenge.
HOW DO WE
TELL OUR STORY?
In order to complete the challenge, state officers will have to tell
their story through six channels:
ONLINE
FOLLOWERS
SOCIAL
MEDIA
CAPSTONE
STUDENT
WORKSHOP
ONLINE
VIDEO
Each member of your team has a different story to tell. Use your
resources to divide and conquer. Not every member of your
team needs to be engaged in all six channels. Think about where
experience, talent and strength lie and be strategic about how
your stories are told. You will document each channel and submit
your results to the National FFA Organization. Submissions will
be scored by the criteria outlined in this rules guide.
PUBLIC
AUDIENCES
MEDIA
INTERVIEW
COMMUNITY
OUTREACH
DECISION
MAKERS
GOVERNMENT
OUTREACH
THE SIX CHANNELS OF STORYTELLING
MEDIA INTERVIEWS
*
There are only a handful of times you will have the opportunity
to influence public opinion in a few seconds. A media interview
is one of them. Through engagement of media, you will have
the chance to provide basic agricultural literacy to the general
public. This channel will give you an opening to promote
agriculture, the economic basis of our nation and FFA. Keep
in mind that this is meant to be a dialogue between you and
a journalist. News releases, public service announcements,
podcasts and other one-sided broadcasts are methods of telling
your story but do not allow for the two-way conversation that
makes this channel unique. Effective use of interviewing skills
and key messages will help you change the public’s perception
of the food on their plate and the farmer who grew it.
Challenge: Promote agricultural literacy in your
state through a media outlet, such as through a TV,
radio or newspaper interview.
Once you have completed the challenge for this channel,
submit evidence using the instructions found at www.FFA.org/
TellingYourStory. You will be asked to provide a video, audio
or written transcript of the interview and describe the size
and scope of the media outlet’s audience. If the interview was
captured on video or audio, speak with the media outlet that
interviewed you and ask for a copy.
THE SIX CHANNELS OF STORYTELLING
STUDENT WORKSHOP
*
You have been honing your skills in workshops, chapter visits and group
facilitation; this is an opportunity to showcase your skills and pay your knowledge
of advocacy forward. It is important that you share with other FFA members how
to identify key messages and the value of telling their story. It is important to
work with them to help them prepare their messages to promote FFA, agricultural
education and the agriculture industry.
Challenge: Share the value and best practices of telling your story
and developing key messages with local members.
Once you have completed the challenge for this channel, upload your submission
by following the instructions found at www.FFA.org/TellingYourStory. You will
be asked to submit your workshop curriculum along with a list of supplies and
electronic copies of any student learning materials, such as worksheets, PowerPoint
presentations or photographs of posters and tear sheets. You will also need to
submit evidence and documentation that the workshop has been delivered to
students, which includes an audience summary and four photographs of the
workshop in progress. Submissions will be scored using the following rubric:
HIGH • 10-7
MID • 6-4
LOW • 3-0
The objectives are formatted
in a logical and sequential
way.
The objectives are mostly
formatted in a logical and
sequential way.
The objectives are not
formatted in a logical and
sequential way.
CLEAR
AND
CONCISE
LANGUAGE
Language used is appropriate
and vocabulary is at a suitable
grade level.
Language used is mostly
age appropriate and some
vocabulary is above/below
grade level.
Language used is not age
appropriate and vocabulary
is clearly unsuitable for grade
level.
ALLOTTED
TIME
An appropriate amount of
time is allotted for every
activity.
An appropriate amount of
time is allotted for some
activities, but not others.
Few, if any, activities are
allotted enough time.
TOOLS,
EQUIPMENT
OR SUPPLIES
Complete list of tools,
equipment and supplies is
detailed.
Most tools, equipment and
supplies are detailed.
Few, if any, of the tools,
equipment and supplies are
detailed.
CONNECTION
AND PREVIEW
Introduces and focuses on the
upcoming lesson.
Relates to the upcoming
lesson but could use clarity.
There is evidently no relation
to the upcoming lesson.
CLOSE AND
REVIEW
Included and directly relates
to objectives.
Included and vaguely relates
to objectives.
Included but does not relate to
objectives.
MOTIVATING
INTEREST
Topics are presented in a way
that incorporates all VAK
learning styles and the audience
is likely to be interested and
engaged in the learning.
Topics are presented in a
way that the audience is less
likely to be interested and
engaged in the learning.
Topics are presented in a way
that the audience is not likely
to be interested and engaged in
the learning.
MATERIAL
DESIGN
The student materials are
well organized and visually
pleasing with age appropriate
graphics and text.
The student materials are
fairly well organized; mostly
visually pleasing with age
appropriate graphics and text.
The student materials are
poorly organized; materials are
not visually pleasing with age
appropriate graphics and text.
Includes audience summary
and four photos.
Includes partial audience
summary or four photos are
not present.
Lacking audience summary and
sufficient photos.
WORKSHOP
OBJECTIVES
DELIVERY
(SCORE X2)
TOTAL:
____/100
THE SIX CHANNELS
OF STORYTELLING
ONLINE VIDEO
What does it take for a video to go viral? We have seen the power and influence
of “So God Made a Farmer” and the rapid movement of something as catchy as
“I’m Farming and I Grow It.” An online video is your chance to tell your story to
business and industry professionals who may not know what FFA is or how the
organization plays an incredible role in the future of agriculture.
*
Challenge: Create a video to showcase FFA, relate FFA to the
current needs of the agricultural industry and what role FFA
members will play in the future of agriculture.
Once you have completed the challenge for this channel, upload your submission
by following the instructions found at www.FFA.org/TellingYourStory. Your
submission will be scored using the following rubric:
MID • 13-7
LOW • 6-0
VIDEO
QUALITY
Video production quality is
high with well composed
shots and seamless editing;
high-definition preferred.
HIGH • 20-14
Video production is well
done with evidence of smart
shot selection but fails to be
a seamless user experience.
Video production quality is low
with shaky cameras, jump cuts
and poor editing.
VIDEO
CONTENT
Messaging content is on
target and relevant to given
objectives.
Messaging content is mostly
related to given objectives.
Rationale for video isn’t
evident and does not relate to
given objectives.
CREATIVITY
Video design is creative and
original.
Video design is somewhat
creative.
Video design is standard and
does not stray from the norm.
VIDEO
LENGTH
Video length feels appropriate
(typically less than three
minutes).
Video feels slightly too
long or slightly too short.
Messaging diluted due to
length.
Video misses mark on length
and subsequently makes little
impact on viewer.
CALL TO
ACTION
Video incorporates strong
and memorable call to action,
ideally related to supporting
agricultural education
and FFA.
Video features call to action
but has little motivation or
relevance.
Video has no call to action and
doesn’t encourage viewer to
seek next steps.
TOTAL:
____/100
THE SIX CHANNELS OF STORYTELLING
GOVERNMENT
OUTREACH
FFA and agricultural education wouldn’t exist without support for career and
technical education. The U.S. Congress controls Perkins dollars needed to fund
career and technical education. While the federal government can influence state
education policy, it provides limited funding. The majority of career and technical
education funding is provided by state and local governments. FFA members
are poised to speak about the benefits and importance of career and technical
education.
*
Challenge: Meet with your federal or state legislators to tell
the story of career and technical education by illustrating key
messages with examples from your own experiences or those of
FFA members in your state.
Once you have completed the challenge for this channel, submit evidence using
the instructions found at www.FFA.org/TellingYourStory. You will be asked to
describe the visit in detail, summarize the talking points you used and insert four
photographs of the meeting taking place.
THE SIX CHANNELS
OF STORYTELLING
COMMUNITY
OUTREACH
*
This is your chance to connect with influencers in your state about the vital
role agricultural education plays in local communities. You’ll need to focus on
interacting with leaders outside the confines of FFA and agriculture. When you
are meeting with a civic organization, principal’s association or state board of
education, your mission is to engage community leaders in conversation around
why agricultural education matters. Building relationships and rapport with
decision makers in your state will strengthen FFA and agricultural education.
Challenge: Engage a group of community leaders with limited
knowledge of agricultural education in dialogue that showcases
the value that agricultural education brings to local communities.
Once you have completed the challenge for this channel, upload your submission
by following the instructions found at www.FFA.org/TellingYourStory. You will
be asked to describe the visit in detail, summarize the talking points you used,
submit any presentation materials and insert four photographs from the meeting.
You will also be asked to provide a summary of the community group to which
you made a connection, share the group’s mission statement and list your
intended outcomes from the meeting.
THE SIX CHANNELS OF STORYTELLING
SOCIAL MEDIA CAPSTONE
Throughout this challenge, you will have a number of opportunities to tell the
story of FFA, agricultural education, career and technical education and the
agriculture industry. While these opportunities are of critical importance, they are
brief. Telling our message is important. Staying on their radar is vital. One of the
best ways you can stay engaged with the general public, agriculture enthusiasts
and policymakers at all levels is through social media.
*
Challenge: During each opportunity that you have to tell your
story, direct your audience back to your state FFA association’s
social media sites. Keep your audience engaged beyond your
meeting by showcasing what FFA looks like in action every day
throughout the year.
Whether your state is using Facebook, Twitter, Instagram, a blog or
multiple social sites your social media engagement is the capstone of the State
Officer Challenge. Complete this objective by following the instructions at
www.FFA.org/TellingYourStory to share the content you are pushing out to your
followers. Since this channel is the challenge capstone, you’ll notice it carries
more weight than other channels. Your submission for this channel will be based
on the following rubric:
HIGH • 25-18
MID • 17-8
CLEAR
PURPOSE
Use of networks to showcase
FFA is clear with no
explanation needed.
Networks showcase FFA but
seem to have various other
defined purposes.
Networks have little to no
purpose; content is confusing
or random.
MULTIPLE
NETWORKS
Uses two or more social
networks in a professional
way; develops content specific
to each.
Uses two or more social
media networks with similar
or redundant messaging.
Uses one social media network
to drive all content.
CONTENT
OF MESSAGE
Messaging is consistently
personalized and relevant.
Messaging is generally
relevant; but isn’t targeted to
a specific audience.
Messaging lacks substance,
relevance and a specific target
audience.
FREQUENCY
Messaging is consistently
fresh and updated on regular
intervals.
Messaging is updated
frequently, but on an
inconsistent basis.
Messaging is updated
infrequently and inconsistently.
FACILITATES
INTERACTION
Messaging encourages
audience dialogue and
broadens network through
intentional use of tagging and
sharing.
Messaging encourages
interaction; but does so
without clear strategy or
purpose.
Messaging does not actively
encourage interaction; content
lacks opportunity for dialogue.
Messaging consistently
encourages users to act
outside the world of social
media.
Messaging contains calls
to action, but on an
inconsistent basis.
Messaging fails to encourage
audience action.
CALL TO
ACTION
TOTAL:
LOW • 7-0
____/150
WHAT’S IN
IT FOR ME?
As a state FFA officer, you are elected to serve FFA
members and agriculture. You have gained remarkable
experiences as a result of your involvement in FFA
and advocating on the organization’s behalf is how
you will ensure that others will continue to have
those same opportunities. You are also receiving skills
and training that are not limited to the objectives of
this challenge. Your experiences as an advocate can
be transferred to any of your passions.
The winning state officer team will be invited to
participate in an all-expense paid experience in
Washington, D.C., where you will have the chance
to learn from the agriculture industry’s top advocates
about how they successfully tell their stories. You
will then have your own opportunity to tell the FFA
story to those in key decision-making roles. Secondand third-place teams will be given a unique in-state
training experience with a chance to tell their stories
on a national scale.
HOW DO
WE ENTER?
Each state is eligible to compete in the challenge,
which runs from Aug. 1, 2014 to March 2, 2015.
To submit your challenge materials, visit www.FFA.
org/TellingYourStory and refer to the Challenge
Submission section. There, you will find instructions
to guide you through successfully submitting your
materials for review and scoring. Items may be
submitted throughout the duration of the challenge
and must be submitted by 5 p.m. EST Monday,
March 2, 2015. Submissions will be scored by
experts in the area of each channel and winning
teams will be announced in late March.
HOW DO I
LEARN MORE?
For a list of frequently asked questions regarding
the State Officer Challenge, visit www.FFA.org/
TellingYourStory. The State Officer Challenge site
will also feature a variety of trainings and resources
that will set your team up for success in each of
the six channels. Do you have a specific question
that isn’t addressed in this rules guide or online?
Send an email to the State Officer Challenge staff at
[email protected].
The State FFA Officer
Challenge is supported by
CSX as a special project
of the National FFA
Foundation.
ffa.org/tellingyourstory
National FFA Organization
6060 FFA Drive
Indianapolis, IN 46268-0960