Delivering Policy News and More to a Key Constituency
THE ONE COUNTRY PROJECT
“Voxtopica combines expertise in public affairs and podcasting in a way that lets us focus on what we do best while providing a show that truly represents our mission.”
– Heidi Heitkamp, Former U.S. Senator and Co-founder of the One Country Project
Address rural Americans' concerns and issues at a national level.
After leaving the Senate in 2019, North Dakota Senator Heidi Heitkamp and former Indiana Senator Joe Donnelly co-founded the One Country Project (OCP) to ensure rural issues are properly addressed in Washington.
The One Country Project is dedicated to advancing rural America. The One Country Project’s mission is to ensure rural America’s priorities and values are heard, understood, well-represented and reflected in policy in Washington. The One Country Project provides research on the issues impacting rural voters and how Democrats can best connect with them on the key issues of the economy, inflation, abortion, immigration, crime, and others.
The Challenge
In 2017, while serving as a United States Senator from North Dakota, Heidi Heitkamp began hosting the Hot Dish podcast to keep her colleagues informed about the issues that mattered most to rural Americans. In 2019, the podcast became part of her efforts through the One Country Project.
Heitkamp’s busy schedule and the various responsibilities of the One Country Project staff resulted in an inconsistent podcast production schedule and low listenership. The group contacted Voxtopica to seek a better way to make and distribute the show.
Voxtopica’s Solution
After examining the One Country Project’s communications and other activities, Voxtopica recommended several significant modifications to help OCP achieve its goals.
Our research shows that congressional staff, executive branch administrators, and professionals in public affairs and government relations usually don’t listen to policy-specific podcasts unless there is an explicit or urgent reason to do so.
Therefore, we determined that OCP’s goals would be best served by shifting the target audience from D.C. policymakers to politically active rural and small-town Americans. By delivering valuable content to this audience, OCP can expand its reach and better engage the constituency it serves.
Another area of focus was the podcast’s format. Although talk shows are common in the podcast ecosystem, the data show that the “single interview” structure leads to lower listener consistency. We restructured the podcast to feature three segments that offer multiple views and content variety, so audience members have a reason to listen to every episode.
One Country Project’s Hot Dish — a podcast for rural and small-town Americans about the issues that matter most.
We also added Joel Heitkamp, Heidi’s brother and a radio talk show host, as a new cohost of the show. The siblings’ banter and gentle teasing keep the show light and fun, even when the content includes difficult or stressful reporting.
Finally, Voxtopica streamlined planning and optimized production, so the OCP staff can focus on other priorities and opportunities instead of finding and scheduling guests, planning episode content, or preparing Heidi and Joel.
Measureable Results
Top 20% of showsThe One Country Project’s Hot Dish podcast is consistently in the 80th percentile of all podcasts in its category.
Every 2 WeeksThe show has consistently released a new episode every two weeks since Voxtopica assumed production responsibilities, while the workload for OCP staff has been substantially reduced.
Audience ReachThe audience includes listeners of all ages, who tend to be more educated but earn less than the average podcast listener — another indicator that the show is reaching rural and small town consumers.
The Results
A best-in-class podcast reaching a traditionally under-served market.
The One Country Project’s Hot Dish podcast is followed and heard by thousands of listeners every month, and is consistently in the 80th percentile of all podcasts in its category.
Its audience is concentrated in key areas of the country often ignored by the medium, with many listeners in states like Ohio, Michigan, North Carolina, and Tennessee. The audience includes listeners of all ages, who tend to be more educated but earn less than the average podcast listener — another indicator that the show is reaching rural and small town consumers.
The show has consistently released a new episode every two weeks since Voxtopica assumed production responsibilities, while the workload for OCP staff has been substantially reduced.
More From The One Country Project
Welcome back to another episode of The Hot Dish, where we explore the trials and triumphs within America’s rural and small-town communities. In today's episode, we're thrilled to welcome two incredibly insightful guests who will offer valuable perspectives on overcoming adversity and fostering community growth.
Dale King, a veteran and CrossFit coach, opens up about his difficult journey of reintegration after returning from war. He candidly shares how his early judgment of those battling addiction transformed into empathy and action through his gym, where he helps individuals in recovery rebuild their lives. King also talks to us about his documentary "Small Town Strong," offering a raw glimpse into addiction's grip on rural America and his efforts to mend these broken threads.
We also hear from, Sarah Low, a professor at the University of Illinois and a co-author of a pivotal study, delves into the critical role of high-speed broadband for women entrepreneurs in rural areas. Sarah's insights underscore the need for robust infrastructure and the empowerment of women entrepreneurs as pillars for sustaining and revitalizing rural communities.
Stay tuned as we explore the resilience, compassion, and community spirit that drive America's rural landscapes forward.
Welcome back to another stirring installment of The Hot Dish, where we unwrap the complex layers of issues that hit close to home for America's heartland communities. In this timely episode, we tackle the poignant issue of food insecurity in areas often dubbed the country's breadbasket. We bring together the voices of advocates and policymakers who are at the frontline of this challenge.
Deputy Secretary of Agriculture Xochitl Torres Small joins us with a wealth of knowledge and a commitment to action. She sheds light on the pressing need for a robust farm bill that provides certainty to our farmers and addresses the sting of food insecurity many feel. Through our conversation, listeners will gain an appreciation for the importance of programs like EQIP and rotational grazing, especially for the smaller farm units striving to survive and stay intact.
We also welcome Zach Rodvold from Second Harvest Heartland, diving into the startling levels of food scarcity in rural communities and the critical role federal policies play. Our discussion will reveal the staggering statistics and the human stories behind hunger in the Midwestern landscapes, where the soil is rich, but the tables can be sadly bare.
Hosts Heidi and Joel Heitkamp bring a personal touch to the episode, sharing their family experiences with food assistance, from a pastor's reliance on SNAP benefits to distributing government cheese. The duo will not only make you feel at home with their down-to-earth banter about cooking liver and deer sausage, but they also drive home the point that providing school meals should be as fundamental as supplying books.
Listeners can expect a balanced plate of discourse, from the hearty successes of past farm bills to the potential roadblocks that might delay the next one. Deputy Secretary Torres Small emphasizes opportunities for all farmers, the need for both efficient and resilient markets, and the USDA's role in rural development, encompassing energy, housing, and infrastructure.
So, stir the pot with us as we delve into these heartfelt stories and discuss the vital connections between nutrition, healthcare, and agriculture. You'll leave with a greater understanding of the administrative focus on implementing laws like the Inflation Reduction Act while navigating the complex fabric of federal farm policies.
This episode of The Hot Dish is informative and invites you to reflect on the convergence of policy and the dinner plate. Remember, your feedback is as welcome as a hot supper on a cold day, so tune in, think, and talk back. We'll be simmering on these thoughts and returning in two weeks to serve more food for thought.
