Case study
Ohio Soybean Council Checkoff Campaign
Working with McCracken means working with a team rooted in agriculture.
We have been focused on farmer communications since the beginning, and our collective team understands the unique needs of a checkoff organization. In partnership with the Ohio Soybean Council, we developed a farmer-centric campaign to communicate the many checkoff benefits provided to Ohio farmers. McCracken navigated the nuances of a checkoff organization and the needs of a farmer audience to create and execute a year-long, multi-faceted campaign.
At a glance
- Client
- Ohio Soybean Council
- Services
- Campaign Development, Creative Concepting, Strategic Planning & Execution
About the organization
Ohio Soybean Council manages the state's soybean checkoff dollars, investing funds to maximize the value of soybeans and increase profit opportunities for Ohio farmers. Their efforts focus on expanding markets for Ohio soybeans, driving innovation in the industry, building understanding with key audiences, and setting up the future generation for success.
The solution
McCracken developed a campaign that demonstrated OSC’s commitment to farmers now, and for generations to come. We wanted OSC’s target audience to “see themselves” in this campaign through authentic, multi-generational imagery. As a result, the creative elements allowed for continuity throughout all tactics, from print and radio to digital and social media.
Implementation
How the work ran
McCracken was charged with developing a year-round campaign for “Invested in Your Future”. The campaign kicked off with publishing OSC’s Annual Impact Report, which showcased checkoff investments throughout the previous calendar year.
Information from the Impact Report, plus two harvest video/photo shoots and farmer testimonial interviews, provided an abundance of content to use across communications tactics.
There has been a real sense of partnership with McCracken on this project. It's clear they understand the agriculture industry as a whole, but also have a deep respect for the work that farmers do. Their knowledge of the Ohio soybean landscape and the importance of the checkoff made them an easy choice when choosing a partner to communicate with our most valued stakeholders - Ohio soybean farmers.
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