Background Information
Client
Southern States
Timespan
+- 4 months
Services
The Challenge
Southern States has been a cornerstone of agricultural communities for generations. When the agronomy division of this Richmond-based farmer co-op needed a strategic reboot, we were eager to help re-energize their outreach. This project was about more than a new campaign—it was about re-establishing trust and expertise with large-scale growers.
The agronomy business was facing a visibility issue. Southern States needed a clear, consistent message that highlighted their value to high-acreage growers while reinforcing the role of local agronomists. The existing materials lacked cohesion, and the co-op needed a campaign that could educate, motivate, and convert—all without losing brand alignment.
The Insight
We built a cohesive strategy starting with a unifying campaign—Yield Robbers—that put timely agronomy content front and center. From there, we created a tactical roadmap to help every piece of communication work harder. Our materials were built to flex with growing conditions and channel preferences, always driving back to the Southern States difference: expert support from local agronomists.
The Tactics
- Developed the Yield Robbers campaign to engage large-scale growers with timely threats to yield and profitability.
- Established a new look and feel for agronomy marketing—aligned to Southern States’ brand but tailored to the large scale grower audience
- Created an integrated mix of newsletters, blog posts, sell sheets, and social content, all tied to product-specific landing pages.
- Produced targeted direct mail and email offers with measurable calls-to-action.
- Updated the agronomy section of the website and restructured digital calls-to-action to encourage grower engagement with local agronomists.
- Built a long-term communication plan that clarified the role of each tactic, prioritizing grower education and field-level expertise.