Farm Credit Services: Reimagining An 18 Billion Dollar Institution
Farm Credit Case Study
After completing an extensive communications brand audit and key stakeholder interviews, it was apparent that Farm Credit had core equities that could be refreshed across their offices to project a larger, more consistent presence.
We suggested a name change to match customer perceptions and created a new logo and identity system to reinvigorate their brand, convey their strength as leaders in rural lending, and tell the Farm Credit story. In addition, we developed a comprehensive launch with the theme, “Strength in Numbers,” to introduce the refreshed brand, celebrate Farm Credit’s rich history and create a cohesive brand experience. The results have been stellar with both customers and employees embracing the new Farm Credit with enthusiasm.
Farm Credit Services of Mid-America was an $18 billion financial cooperative with an identity crisis. Farm Credit’s business had grown significantly, but its brand was fragmented and inconsistently applied between its local offices. While Farm Credit was well known and trusted as a local lender, it lacked the strong, unified brand presence necessary to compete with national banks.
Farm Credit Services: Client Profile
Farm Credit Services of Mid-America is an agricultural lending cooperative serving over 92,500 farmers, agribusinesses and rural residents in Indiana, Ohio, Kentucky and Tennessee. Headquartered in Louisville, Kentucky, Farm Credit has served the four-state region for more than 95 years, offering loans designed specifically for farm and rural financial needs, including real estate, operating, equipment and housing loans plus related services, such as crop insurance and vehicle, equipment and building leases. With 92 offices and more than 900 employees, FCS is one of the largest lenders to agriculture in the U.S. with a loan volume of nearly $18 billion.
C+M’s PR Partner Wins Seven Anvil Awards – Four Silver Anvils and Three Bronze Anvils
Colle+McVoy’s PR arm, Exponent Public Relations, won seven awards during last night’s Public Relations Society of America (PRSA) 2013 Silver Anvil Awards ceremony in New York.
The Anvil Awards honor organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness. The Silver Anvil are the industry’s oldest and most prestigious awards program honoring complete strategic public relations program.
Exponent won two Silver Anvils for work on behalf of The Medtronic Foundation’s HeartRescue Project, which is dedicated to teaching proper bystander response to sudden cardiac arrest (SCA) — the leading cause of death in the United States. The nominated entries, “HeartRescue Project Rallies Public to Save Lives” and “HeartRescue Project Inspires Virtual — and real-life — Heroes” provide an overview of the Save-a-life-Simulator, an immersive online experience that lets users make virtual life-or-death choices and teaches the proper steps to follow. The Save-a-Life Simulator has gained viral momentum, training more than 5.5 million people to save a life since the spring of 2012.
The agency’s third Silver Anvil was won for the entry, “Land O’Lakes Brings Butter Back.” Exponent helped inspire younger generations to cook with Land O’Lakes Butter more often, through a digitally integrated campaign that leveraged celebrity blogger and Food Network personality, Ree Drummond, The Pioneer Woman.
Exponent’s fourth Silver Anvil was awarded for the entry, “International Olive Council Adds Life to Olive Products Promotion,” in which Exponent developed a multifaceted campaign — called Add Some Life — that showcased how olives and olive oil can add excitement to everyday life, to help reverse stagnant sales in North America.
The Bronze Anvils, which honor tactics within public relations programs, were first announced in May. Exponent received three Bronze Anvils for work on behalf of Farm Credit Mid-America (in the annual report category), Medtronic Foundation (in the website category) and Winfield (in the direct mail category). The agency also received three Bronze Anvil Awards of Commendation for its work on the International Olive Council, Medtronic Foundation and Winfield.
“This recognition is a reflection of the creativity, passion and effectiveness of collaboration with our wonderful client partners,” said Tom Lindell, managing director, Exponent.
C+M Named AOR For Farm Credit Services
MINNEAPOLIS, Feb. 21, 2012 – Farm Credit Services of Mid-America, an $18 billion financial services cooperative serving more than 92,500 farmers, agribusinesses and rural residents in Indiana, Ohio, Kentucky and Tennessee, announced it has selected Colle+McVoy, as well as its public relations partner, Exponent, as communications agency of record. The announcement was made during the organization’s recent all-employee meeting in Louisville, Ky.
This win is significant for the agency’s recently expanded Food and Agribusiness practice, which offers integrated, multidisciplinary expertise in strategic planning, branding, advertising, public relations, marketing, interactive, reputation management and media planning.
“Colle+McVoy and Exponent’s industry expertise and full complement of communications services gave us confidence they were the right communications partner to help us achieve our future business goals,” said Amy Jackson, vice president of marketing and insurance services, Farm Credit Services of Mid-America.
“We are proud to partner with Farm Credit Services of Mid-America in their efforts to provide lending services to the people who work, live and build rural America,” said Christine Fruechte, president and CEO, Colle+McVoy. “Agriculture is important to both our organizations and we look forward to helping them look towards the future.”
C+M Hires And Promotes Within Strategy And Media Departments
MINNEAPOLIS, December 4, 2012 - Colle+McVoy today announced the hire of six employees and the promotion of three others across its strategy and media groups.
"We are thrilled to add this great talent to our team,” said Jim Silburn, director of client services, Colle+McVoy. “These additions will enhance the strong and strategically grounded work our clients expect.”
Colle+McVoy’s six new hires include:
- Briana Peterson, digital strategist. Peterson has experience with brands such as UnitedHealth Group, TCF Bank, Ford, Jack Links, 3M, Pentair, Toro, the National Pork Board and more.
- Carolyn Ahlstrom, senior strategist. Ahlstrom has provided council for brands such as Novartis Animal Health, Land O'Lakes, Rubbermaid, Harley-Davidson, Boston Market, Volkswagen and Dominos.
- Alyssa Raiola, junior analyst. Raiola works with Purina Breeder, Purina Mills, Novartis Animal Health and Land O’Lakes.
- Laura Rubenstein, associate strategist. Rubenstein works with Purina Animal Nutrition, the Recreational Boating & Fishing Foundation and Novartis Animal Health.
- Susan Andersen, strategist. Andersen has experience with brands such as WinField, General Mills, Target, UnitedHealthcare, U.S. Bank, Avon and Hormel Foods.
The three promotions include:
- Megan Weisenberger was promoted to strategist from junior planner. Weisenberger has worked with Hormel, Farm Credit Mid-America, Explore Minnesota Tourism, Purina Mills, Nestlé Purina and Caribou Coffee.
- Casie Cook was promoted to digital strategist from account executive. Cook has worked with Land O'Lakes, Taubman Shopping Centers and Nestlé Purina.
- Kerry Moore was promoted to media supervisor from senior contact planner. Moore has worked with Indian Motorcycle, the Recreational Boating & Fishing Foundation, Novartis Animal Health and Mountain Hardwear.
C+M Wins 43 Awards At The Show
MINNEAPOLIS, November 12, 2012 – Colle+McVoy won 43 awards at The Show, the Advertising Federation of Minnesota’s annual award show, which recognizes the best work in advertising, design and interactive, as well as student work. Colle+McVoy won 43 awards total, including one gold, six silver, six bronze and 30 merit awards.
“It's always great to be recognized among the best work in the Twin Cities, and for such a big range of mediums and clients,” said Mike Caguin, chief creative officer, Colle+McVoy.
Work was accepted into every medium of the awards (interactive, design, print, radio, TV, digital, OOH, guerilla and integrated), recognizing creative work for Caribou Coffee, Indian Motorcycle, Medtronic Foundation, Nestlé Purina, Recreational Boating & Fishing Foundation, Explore Minnesota Tourism, Farm Credit, WinField, as well as internal agency work.
The more than 1,000 entries that were submitted to The Show were voted on by a well-respected panel of industry experts from across the country.
C+M Is Most Awarded Agency At National NAMA Awards
Colle+McVoy and Exponent, its PR partner, won nine first-place awards and three merit awards, making them the most awarded agency at the 2013 National Best of NAMA awards, sponsored by the National Agri-Marketing Association (NAMA). Award-winning work included campaigns for WinField, Purina Animal Nutrition, CHS Inc., DuPont Crop Protection and Farm Credit Mid-America.
NAMA serves the food and fiber industry, focusing on members’ professional development by providing access to solutions and opportunities in agribusiness. Each year, Best of NAMA honors excellence in agricultural communications. Companies and agencies must first qualify through regional competitions to advance to the national level.
Colle+McVoy and Exponent PR’s first-place clients and categories include:
- Single-page ads, series – WinField Answer Plot® Print Ads
- Radio, series – WinField Answer Plot® Radio
- TV, single or series – “We’re With You” for CHS
- Corporate identity – Farm Credit Mid-America Brand Identity Refresh
- Public relations program, internal – Farm Credit Mid-America: A Fresh Coat of Paint
- News or feature article – “South Korea Packs a Wallop” for CHS
- Direct mail, directed to farmers, growers and ranchers - flat – WinField MAX-IN® X-RAY Direct Mailer
- Company publications, internal – WinField Expertise® E-Newsletter
- Companion animal; or turf and ornamental campaign – Purina Animal Nutrition Big Thoughts from Small Animals Videos
Colle+McVoy and Exponent PR’s merit clients and categories include:
- Billboards or other outdoor ads – WinField Answer Plot® Field Giants
- Brochures, catalogues, etc, directed to dealers, distributors, sales reps or others serving agribusiness – WinField Brand Brochure
- Producer or company funded public relations program to consumers – CHS Tanks of Thanks