Case study

Conservation's Impact on the Farm Bottom Line

Brand & design
Content development
Marketing strategy

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.

At a glance

Client: Soil Health Partnership
Services: Strategic Planning, Creative Design, Earned Media

About the organization

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.

Environmental Defense Fund case study photograph

Soil Health Partnership project deliverable

The solution

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