American AgCredit is a member of the Farm Credit System that provides loans and other financial services to agricultural and rural customers throughout California, Colorado, Hawaii, Kansas, New Mexico, Nevada and Oklahoma, as well as to capital markets customers in all 50 states.
Market Research & Insights / Brand Identity & Naming / Creative Development / Web Design & Development / Social Media Strategy / Paid Media Strategy / Media Strategy / Social Community Management
As agriculture enters a new age of digital adoption and is facing changing consumer and producer behaviors, American AgCredit realized that they had to look to the future and evolve the brand to meet these new needs. This brand evolution needed to speak to customers and producers in a large geographic footprint covering a diversified portfolio of commodities. Plus, they needed to position themselves uniquely from other Farm Credit associations.
Looking for fresh ideas, American AgCredit approached Meyocks to assist with a full brand refresh.
Meyocks’ process was three-fold:
For the internal launch, American AgCredit leadership traveled to six office locations and introduced the refreshed brand look, feel and vision with employees. Meyocks designed presentation materials that helped illustrate where the brand had been and where it is headed to generate excitement around the upcoming external launch. Employees were also given newly branded items and a gift certificate to purchase wearables.
Next, Meyocks helped successfully launch the refreshed brand campaign to the marketplace. The campaign included a mixture of high-impact tactics targeted at current and prospective American AgCredit customers to help generate awareness of the new brand look and position.
The strategic media campaign focused on digital advertisements (social, display, Connected TV and YouTube) as they are highly measurable, targetable, consumed, and cost-effective and speak to agriculture entering a new age of digital adoption.
In addition, the launch included a presence in major ag publications and targeted radio. Print advertisements included QR codes to drive traffic to the refreshed website and afford the opportunity to measure engagement metrics.
In addition, several campaign components have seen successful results.
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