Educating farmers in grain marketing and crop nutrition
Donato Group partnered with DKY, a brand marketing and advertising agency, to serve Cargill AgHorizons in two major communication initiatives with farmers: Promoting the appropriate use of phosphorus fertilizer and encouraging participation in Cargill grain marketing contracts.
Holly knew Cargill needed non-profit partners to be perceived as objective in public information about phosphorus. She forged alliances with what is now the International Plant Nutrition Institute and the University of Minnesota Extension Service to co-draft a news release announcing a surprising report about widespread phosphorus deficiencies and urging soil testing. DKY fortified the information campaign with a fun, interactive educational resource called “The Phundamental Phacts of Phosphorus.”
More recently, Holly worked together with DKY to educate farmers on ProPricing, Minimum Price, Daily Floor Plus, and other grain marketing contracts that stood to maximize farm income in a challenging market. On a dedicated website, she blogged about each contract (interviewing subject matter experts), while DKY created waves of digital marketing, direct mail, and videos. The orchestrated effort led to a significant jump in bushel volumes, with one contract seeing a 40x increase in volume over the previous year. Traffic to the website more than doubled year-over-year.
Need: Farmer education about phosphorus and grain contracts
Solution: Media relations and web content supporting direct marketing
Results: Goals exceeded for awareness and bushel volume
“Holly was instrumental in shaping the message we needed in our online content to farmers. She deftly wove together the story about the current market realities with the opportunity that each specific grain contract could deliver to farmers in that very moment. Her ability to find the story within changing market conditions, understand the nuances of how the grain contract worked, and deliver a timely, understandable article was critical to our campaign’s success."
-Mike Dobies, DKY Creative Director