Case Studies
Jones and Thomas Develops Personalized Campaign for Farm Credit Services Representatives Throughout Illinois
Farm Credit Services
Customized Ad Campaign
Situation:
Farm Credit Services needed a branding effort that could be executed in newspapers throughout the southern half of the state, featuring individuals from each local office in that office's area.
Primary Goal:
Capture the essence of Farm Credit Services as a group of professionals who live and breathe farming as much as their clients do. Farming is not a job to them; it is a lifestyle.
Marketing Solution:
We developed the theme, "Farming is our life, too," to coexist with their established tagline, "We Understand." This theme was the focal point of the entire ad series, which included several different products, with each message customized for each office location.
In addition to newspaper, umbrella ads that ran in state-wide farm publications and were used as trade show graphics help communication the brand image.
- Brand advertising
- Multi-location advertising
- Print advertising customization
- Trade show display graphics
Results:
Because of this campaign that Jones and Thomas developed, the brand image of Farm Credit Services of Illinois was strengthened, resulting in a steady growth despite the uneven farm economy. Several years after the campaign was developed, it continues to be used in various forms.
Highlights
Farm Credit Services needed a strong branding statement.
Customized communications for each specific office location.
Maintains creativity, messaging, and brand identity.
A campaign that had a long shelf life.
Services
Advertising strategy, print ad development, media strategy, print customization, trade show display graphics