DICKEY-john
Situation
DICKEY-john is the industry leader in agricultural electronics. They appointed Jones and Thomas as their full-service agency in 2004; prior to this they had never had an integrated campaign for their complete product line. Several new products were being introduced in 2004, and they had to be introduced as a part of an integrated campaign.
Primary Goal
Develop a brand image for DICKEY-john while also creating interest in the new product offerings.
Marketing Solution
Jones and Thomas developed a campaign theme for all products under the DICKEY-john umbrella, based on the concept "Serious," which reinforces the technical superiority of DICKEY-john products. To draw readers into the messages, our creative approach featured a striking visual that is unlike other advertisements in agriculture publications.
The media exposure was concentrated in the most effective and efficient publications. This high-frequency strategy ensured that we reached the key segment of the target audience with messages on each new product while reinforcing the overall DICKEY-john brand.
Trade advertising was only one part of this campaign. For each new product, we developed a literature piece based on the "Serious" theme and a press release to introduce the product.
In order to market the entire product line more efficiently, we also developed DICKEY-john's first-ever product catalog. Previously, every product had a separate piece of literature. This catalog enables DICKEY-john to provide dealers and end users a single source for information about the complete product line.
Results
DICKEY-john received many unsolicited comments from dealers and producers who took notice of the "Serious" campaign. More importantly, the advertising generated many leads from potential customers requesting more information on the products.
Farm Credit Services
Situation
Jones and Thomas developed an ad series for Farm Credit Services of Illinois. Although Farm Credit Services was going to place the media, Jones and Thomas would be customizing the ads based on their office locations.
Primary Goal
Provide ads customized by location, personnel, and publication.
Marketing Solution
Jones and Thomas provided layouts for the various locations and employees, following specs from 75 publications. The ads were then put on discs so that Farm Credit Services could place the media.
Results
Farm Credit Services has their ads in the formats and sizes they need to place their own media.
Illinois Corn
Growers Association
Situation
The Illinois Corn Growers Association (ICGA) wanted to find out what corn growers thought of the National Corn Growers Association’s (NCGA) farm policy proposal.
Primary Goal
Create a forum for corn growers to share their ideas and attitudes regarding the NCGA farm policy proposal.
Marketing Solution
Through the ICGA web site, Jones and Thomas solicited members to attend Farm Bill Listening Sessions. We arranged 10 Listening Sessions, each located in a different geographic region of Illinois. Corn growers were encouraged to sign up for the sessions online.
A Jones and Thomas representative was present at each session to gather responses to the proposal and to survey attendees on a number of other farm policy and economic issues.
Results
From the survey results and attendees’ comments, Jones and Thomas first created a white paper, which was later the subject of a news conference. Taking key topics from the white paper, we then developed eight fact sheets to provide to members of Congress. These fact sheets will let decision makers know the farm policy preferences of Illinois corn growers. The fact sheets could have a significant impact on the 2007 Farm Bill.
Click on the links below to download PDFs of the National Corn Growers Association's 2007 Farm Bill fact sheets.
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Illinois Soybean Association
Situation
After Jones and Thomas created a new logo, tagline, and promotional items for the Illinois Soybean Association (ISA), the organization wanted its web site—which was outdated and difficult to navigate—to convey the same look and feel.
Primary Goal
To educate and inform the public, farmers, K-12 teachers, dieticians, college students, and ISA directors and members about what the ISA is and what it does for them.
Marketing Solution
Jones and Thomas completely overhauled the web site, starting with a redesign to complement the new identity. We then restructured the site to make navigating so much information a more user-friendly experience.
The content is now database driven to allow for maximum flexibility, making information and downloads accessible wherever they are relevant, no matter what page the user is currently viewing.
We also developed a secured-access area for directors to communicate with each other and to allow the public to find their representatives more easily.
Results
Now users can easily find what they’re looking for; ISA can update news stories and more, and new members can join online. Many programs and committees now use the web site as their main form of communication. Plus, the site won a regional first-place award from the National Agri-Marketing Association.
ADM Alliance Nutrition—
Proud Paws® Pet Foods
Situation
ADM Alliance Nutrition was having trouble getting distribution for its line of dog and cat foods. The pet food line was sold under two brands: Proud Paws®, a baseline product, and Class Act®, a premium product.
Primary Goal
Create a new look for both products and enhance the ability to get distribution.
Marketing Solution
Jones and Thomas re-branded the product under the Proud Paws name. The premium product was renamed Proud Paws Ultra Select.
To properly re-brand the Proud Paws product line, we developed new packaging that created a cohesive look and feel for the line.
Results
The re-branding effort has been met with a positive response from the marketplace.
Bioproducts, Inc.
Situation
Bioproducts markets calcium salts of fatty acids to the dairy industry as feed supplements. When a new, improved product, branded Ener GII®, was launched, we knew the brand had to be introduced in a unique and powerful manner. Marketing could not be the sole driving force; all marketing efforts needed to support the personal selling effort. And it also needed to be a classic push-pull strategy, aimed at both large dairy producers and feed mills.
Primary Goal
Create awareness of and interest in Ener GII among large dairy producers, while at the same time making the name known among feed mills, the primary supplier of the product, so they would be more receptive to sales calls from Bioproducts representatives.
Marketing Solution
Jones and Thomas developed a program that concentrated all marketing efforts in areas with the greatest sales potential. We identified geographic pockets in areas around the country with the highest concentration of large dairy herds and a large number of high-volume feed mills.
Jones and Thomas created a national advertising campaign placed in key publications to generate initial overall awareness. To make an even greater impact, we produced a pre-printed insert and a bellyband. In addition, we developed a targeted sales/marketing effort in the identified pockets, which consisted of a four-step process:
- A three-stage direct mail piece to nutritionists, designed to acquaint them with the product and its benefits
- A series of three letters to large feed mills to create this same awareness
- Spot radio in the targeted markets for additional frequency among both audiences
- A geographic marketing campaign coinciding with these efforts in each market
This was an extended campaign, so the sales team had the manpower to coordinate their efforts with the marketing.
Results
According to a recent research survey, Ener GII has a 25.2% share of the market for calcium salts of fatty acids, second among all brands. Megalac, the primary competitor, has an only slightly higher share (30.1%), even though it was on the market well before Ener GII.
ADM Alliance Nutrition—
ShowTec® Show Feeds
Situation
ADM Alliance Nutrition spanned multiple species and separate brand identities for its swine and ruminant show feeds. The swine product was called ShowTec® show feeds and the ruminant Fast Forward® show feeds.
Primary Goal
Find the best way to market the show feeds lines.
Marketing Solution
Through a strategic planning process, Jones and Thomas determined that greater marketability and penetration could be achieved by marketing the line under a single brand name.
Market research within the show industry determined the ShowTec brand name had a great deal of equity and was perceived as a market leader in regard to both technical support and quality.
Results
ShowTec will become the primary brand for all show feeds. New packaging, advertising, and promotional materials are being developed, and the ShowTec brand was launched in the first quarter of 2007.