American AgCredit Brand Refresh Case Study

How We Helped

Meyocks’ process was three-fold:

• Brand Insights & Strategy — We engaged in internal and external discovery sessions with key stakeholders to develop a revised brand position and subsequent tagline — Your Future Grows Here.
• Creative — We then tackled the design challenge of bringing the brand position and tagline to life. American AgCredit’s refreshed look and feel honors their legacy within the Farm Credit System while symbolizing the modern evolution of American AgCredit. It also represents a new vision of how to serve and collaborate with producers as they navigate through a changing agricultural landscape.
• Brand Launch — We took a phased approach to the brand refresh that included an internal and an external launch.

For the internal launch, American AgCredit leadership traveled to six office locations and introduced the refreshed brand look, feel and vision with employees. Meyocks designed presentation materials that helped illustrate where the brand had been and where it is headed to generate excitement around the upcoming external launch. Employees were also given newly branded items and a gift certificate to purchase wearables.

Next, Meyocks helped successfully launch the refreshed brand campaign to the marketplace. The campaign included a mixture of high-impact tactics targeted at current and prospective American AgCredit customers to help generate awareness of the new brand look and position.

The strategic media campaign focused on digital advertisements (social, display, Connected TV and YouTube) as they are highly measurable, targetable, consumed, and cost-effective and speak to agriculture entering a new age of digital adoption.

In addition, the launch included a presence in major ag publications and targeted radio. Print advertisements included QR codes to drive traffic to the refreshed website and afford the opportunity to measure engagement metrics.