Country Living Loans

Who They Are

Country Living Loans is the lending arm of Farm Credit East and offers specialized financing for rural homes, farms and land in the Northeast U.S.

Services Used

Brand Identity & Naming / Creative Development / Social Media Strategy / Paid Media Strategy

The Challenge

Even though Country Living Loans had been running the same creative messaging in the market for several years, the brand had low awarenes. Looking to modernize the brand, Country Living Loans gave Meyocks enthusiastic approval to reposition the brand and refresh the messaging.

An additional element that needed to be taken into consideration during the brand development is the geographical diversity of the area Country Living Loans serves. By serving customers buying properties from Long Island to rural Maine — the brand needed to have wide appeal.

How We Helped

Meyocks applied our expertise in three significant areas:

Brand Insights & Strategy — We conducted brand workshops with the Country Living Loans brand team to discuss current positioning, brand goals, target audience differences, barriers to the market and other positioning considerations.
Creative — We then developed positioning and messaging built around a new theme: Make the country life yours. We also updated the look and feel of the brand to include refreshing the logo with a modern aesthetic while honoring the rustic visual elements within it. We solved two brand challenges with the refresh:

Included the word “loans” to the logo to clarify what the organization provides.
Connected the brand to Farm Credit East by using its Biostar leaf in the refreshed logo.

Brand Launch — Finally, we developed a comprehensive mix of supporting marketing materials including print, digital, radio, and video. The new branding launched with a strategic media campaign rooted in digital/social tactics.

What We Achieved

The brand refresh was embraced with open arms by the client’s internal team. The digital tactics of the brand launch have also been performing well. Click through rates for paid search, Performance Max, programmatic display and streaming audio have all performed above industry benchmark.

32% increase in the initiation of applications compared to the same period the year prior

Interested in a more meaningful conversation about agriculture marketing strategy or your marketing plan?

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Hy-Vee Curtis Stone

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EXPERTISE / AG ADVERTISING, MARKETING & BRANDING

Country Living Loans Brand Refresh Case Study

Who They Are

Services Used

The Challenge

How We Helped

What We Achieved

Interested in a more meaningful conversation about agriculture marketing strategy or your marketing plan?

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