McCracken created an impactful conservation report for Soil Health Partnership
McCracken used their in-depth knowledge of the agriculture sector to develop a thorough study on farm finance for the Soil Health Partnership. Even in the face of COVID-19’s obstacles, the study was successfully distributed to a large audience in the agriculture industry using a range of digital and print platforms, including podcasts, webinars, newsletters, blogs, and press conferences.
STRATEGIC PLANNING • CREATIVE DESIGN • EARNED MEDIA
About
Soil Health Partnership
The Soil Health Partnership (SHP) was a farmer-led initiative that championed agricultural transformation through improved soil health. Founded in 2014 by the National Corn Growers Association, SHP established a network of working farms spanning 12 states, where they tested and measured the impact of advanced farming practices on soil health, profitability, and environmental sustainability.
Solution
Earned promotion of the conservation report
A three-part report was generated, including: a PDF summary report, PDF one-pagers for each of the report’s key takeaways, and digital content at SoilHealthPartnership.org/FarmFinance. Due to COVID-19 and the targeted audiences, it was necessary to generate the report in multiple formats, allowing for both long- and short-format copy as well as print and digital production.
The report was promoted through a variety of platforms, including The People of Soil Health Podcast, the Soil Sessions webinar series, SHP’s monthly e-newsletter, SHP’s and EDF’s blogs, a press release and virtual press conference for ag media, and a virtual session during the 2021 Commodity Classic.
Results
This report was one of the most effective projects in SHP’s history. Across all report-related communications, we garnered:
59,861
impressions
3,228
engagements
5.4%
engagement rate
565
downloads of the PDF summary report
26
media placements (earned)
4,694
page views of report-related content
In addition to these metrics, this report will continue to provide intangible benefits as it is used in stakeholder conversations to advocate for additional conservation resources for farmers.
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