Creating a cohesive marketing experience
Social media ads
Southern States, based in Richmond VA, is a large farmer co-op with over 200,000 members. The agronomy part of the business was looking for a reboot. Working in tandem with our long-time partner Dee Weeda and her team of writers, we created efficient dual-purpose collateral targeted to the larger audience. Our approach was integrated across all existing channels, including the Agronomy Insights newsletter, direct mail, sell sheets, social media, and campaigns.
The first step was creating a look and feel for the co-op’s agronomy marketing. We developed consistent visuals and messaging that fit within established brand guidelines and reinforced Southern States position among the large grower audience.
Direct mail with financing and product offers reached the large-scale grower audience.
Eblasts were designed to continue to work within an existing template and complimented print mailers with offers as well as links to product landing pages and Agronomy Insights.
Working within the established site template, we updated the agronomy section in all materials to position agronomists as local experts and shifted the focus in the Call to Action for large-scale farmers to contact their local agronomist.
In addition, we created landing pages for various products to tie in with social media and print ads.
Facebook posts were targeted to large-scale growers to drive engagement with the website, by linking to Agronomy Insights and landing pages for programs/promotions.