McCracken’s insights empowered Ohio Soybean Council’s investment in farmers
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.
CAMPAIGN DEVELOPMENT • CREATIVE CONCEPTING • STRATEGIC PLANNING & EXECUTION
About
Ohio Soybean Council
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 Ohio Soybean Council’s efforts are primarily focused on supporting farmers, particularly with an eye toward their future aspirants.
Research showed that younger soybean farmers in Ohio were not as aware as their older counterparts of the benefits and support provided to them through the checkoff program. With this in mind, OSC wanted their new checkoff campaign to speak to this younger generation of farmers, highlighting the specific ways OSC is invested in the future of the industry.
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
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.
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A strategic media plan was developed for a consistent presence in trusted farmer publications and websites. Placements ran year-round and included print, radio and podcasts, digital, programmatic, and paid social.
A social media strategy guided the content for organic social efforts to specifically focus on this campaign on OSC channels. These platforms offered the opportunity to highlight specific checkoff investments and invited engagement from farmers. A specific focus was given to growing up on the farm and experiences that most farmers and farm kids can relate to.
A strategic media plan was developed for a consistent presence in trusted farmer publications and websites. Placements ran year-round and included print, radio and podcasts, digital, programmatic, and paid social.
A social media strategy guided the content for organic social efforts to specifically focus on this campaign on OSC channels. These platforms offered the opportunity to highlight specific checkoff investments and invited engagement from farmers. A specific focus was given to growing up on the farm and experiences that most farmers and farm kids can relate to.
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.
JULIA BROWN
Director of Communications
Ohio Soybean Council
Explore more of our work
Blanchard River Demonstration Farms Network
Ohio Demonstration Farms website
