Ross Creative Works was tasked by the Illinois Soybean Association to design and develop the look and feel of the annual Soybean Summit conference. This is one of the marquee events for ISA and an opportunity for farmers across the state to meet with each other and learn from their peers, as well as receive updates about ISA funded projects and research.

We met with the ISA agronomy team to brainstorm how they wanted to position the conference. The idea of being rooted in legacy but growing toward a brighter tomorrow really felt appropriate for the moment. From that initial planning session, we developed the tagline “Yields of Tomorrow” and the classic Americana look of the logo and conference materials.

Soybean Summit included timely and relevant topics for farmers including pest outbreak and management, details on ISA funded research, and advice on farm management such as succession planning. We want farmers to know the ISA agronomy team is listening to their concerns and taking action to solve problems for their field operations.

The Ross Creative Works team executed the creative and supplemented the paid media by creating additional organic social and ISA owned assets, which the ISA agronomy team deployed through their newsletters, social channels, and online calendar.

The goal was for 250 + attendees at Soybean Summit. The event saw 278 total attendees for Soybean Summit, 227 in-person and 51 virtual, surpassing the overall campaign goal.