Situation

In the world of ag equipment, you need a differentiator – something to stand apart on a relatively concentrated playing field. It has to resonate with the customer who is focused on getting the most out of each seed’s yield potential.

Objective

Establish Case IH as the true partner in productivity by demonstrating value and creating prospect interest.

Approach

We give you Agronomic Design, an initiative that delivers on the Case IH “Be Ready” brand promise and demonstrates how its ag equipment can influence the soil-seed-plant growing environment and impact yield. A multi-faceted communications campaign demonstrates Case IH value, encourages consideration and creates prospect interest. We leverage third-party research and key opinion leaders whose comments help us bring insights and validate the approach.

Results

From dealer communications and web content to in-person events and media relations, the Agronomic Design initiative gives producers the resources they need to make the most of each seed’s yield potential.

Agronomic design is the topic of 36 print and online articles, receiving 1.9 million impressions 70,000 hits on the website within the first year, with an average site duration of 6 minutes 400+ customers and prospects learn about the initiative during a Case IH VIP event at Ag Connect Expo