PRODUCER COMMUNICATIONS

United Sorghum Checkoff Program

Agriculture Checkoff | Integrated Campaign | Producer Communications

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BACKGROUND

As the national checkoff organization for sorghum producers, the United Sorghum Checkoff Program works to build a viable, innovative marketplace for its growers including efforts in crop improvements, renewable fuels and livestock feeds. In 2018, USCP celebrates a decade of advancements in sorghum genetics and breeding, market expansion, increased research efforts and educational resource development and distribution.

CHALLENGE

Communicate the many ways the checkoff has invested in opportunities to grow profit potential for producers over the past 10 years and celebrate the innovative successes with sorghum producers.

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SOLUTION

An integrated communication plan focused on delivering five key success messages as an umbrella for delivering specific, tangible ROI and profit growth metrics tied to USCP investments. Messages were delivered via a celebratory campaign, distributed through checkoff meetings and supported with a targeted media and social plan.

Campaign elements included: Refreshed branding/logo design, system-wide platform creative updates, celebratory anthem video, digital display advertising, broadcast radio, magazine print, website landing page, infographic design, program content calendar development, organic social program, and paid social.

RESULTS

The 2018 attitude and awareness study indicates a very high level of support for the checkoff from sorghum producers and a solid understanding of checkoff communications and programs. The 10-year anniversary campaign exceeded expectations. The USCP communication team has received positive response and feedback to the campaign. Initial tactical results include paid social efforts targeting the narrow audience of sorghum growers and over 60,000 video views (the primary campaign element).

200-125   300-075   210-260   210-060   300-115   100-105   300-101   400-101   300-320   300-070   300-206   200-310   300-135   300-208   810-403   400-050   640-916   642-997   300-209   400-201   200-355   352-001