Case Study for Rural 1st, a Performance-Driven Win

Rural 1st is a division of Farm Credit Mid-America (FCMA) and was launched to provide credit and financing to rural customers. The project included:

 

  1. Launch strategy

  2. Brand and identity including logo

  3. Website

  4. SEO

  5. Multiple campaigns (awareness and acquisition—emphasis on digital)

  6. Social and influencer

  7. Public Relations

 

Doing business as NewGround PR & Marketing, the team was hired to build and operate the Rural 1st launch. The OE team built and launched the new brand, and managed it, day and night, from 2017 to 2020. 

 

Starting with the brand name Rural 1st, the team developed a complete brand identity system. As Rural 1st brand elements were developed, initial recommendations were tested in four focus groups across three states.  The focus group participants were fielded to match customer profiles. Hypotheses were tested and minor adjustments were made based on research findings. After the brand launched, the “test and learn” approach was data-driven. What actions drove visits and led conversions? As data was gathered, modifications could be made. The “test and learn” approach was applied across teams, with multiple stakeholders all motivated to share in client success.

 

Following internal rollout of the new brand, we developed the communications and marketing strategy. The communications campaign approach built on the newly-defined brand image and identity, leveraging the consumer insights.

The brand launched in multiple states, across multiple categories.  As part of launch, the team designed the Rural 1st website, which included production of custom photography. Then, with the launch of the website, several advertising campaigns commenced. The advertising campaign continuously ran in print and digital, including paid and organic social, display, and search. Data guided every decision. The team created the brand identity, developed the advertising campaign, engaged consumers, built awareness with influencers, and  leveraged sponsorships. Everything was constantly focused on new customer acquisition.

 

Public Relations

A project of this scope cannot succeed without collaboration across teams and agencies. One benefit of “doing business as” NewGround PR & Marketing is leveraging the expertise of seasoned PR pros. A variety of PR strategies were included with the launch of this new brand. One piece of the PR program was to use celebrity golfer JB Holmes as an influencer and “face” of the new brand. One fine Sunday, JB Holmes, wearing his Rural 1st gear, got a hole in one at a prominent golf tournament. The nascent social program lit up with interest, and website traffic – and interested leads – surged.

 

Direct and Email Marketing

Direct mail and email marketing were important elements of the initiative. For email marketing, custom messages were created and delivered to lead lists. Open and click-thru rates were closely monitored to test messaging. For direct mail, several pieces were developed including for first and subsequent contacts with customers and prospects. The goals for the direct mail campaign were far surpassed. The spectacular response rates rested on having implemented a strategy to increase the value of every customer by selling up and getting referrals.

Results

In the campaign’s first year, Rural 1st generated an awareness of 10% in the targeted four-state territory and far surpassed the ambitious goals set upon engagement. The original lead conversion goal was surpassed by as was the revenue goal for booked loans.

Creative

The team established brand guidelines, and working within these guidelines, launched the brand with an awareness and acquisition campaign in 2019. The dynamic evolution was guided by an effort to understand how attitudes in the marketplace should guide decisions about creative, which included web, social, outdoor, and print.