National FFA + Pence Media Group

Last fall, PMG was proud to help execute the 97th National FFA Convention & Expo in Indianapolis for the third year in a row. National FFA is home to more than 1 million members across the U.S., Puerto Rico, and U.S. Virgin Islands and is focused on growing the next generation of leaders who will change the world. 

For the week of convention, more than 70,000 members gathered in downtown Indianapolis to explore more than 350 careers in agriculture, discover pathways for their future, learn, and engage with universities, agribusiness leaders, and other students from across the nation. 

National FFA engaged PMG to create, manage and execute a strategic marketing and communications plan that included:

• National FFA Public Relations 
• National FFA Social Media Management
• FFA LIVE! Inside Convention Show Production + Hosting
• FFA Live! Newsroom + Intern Management 
• National Social Influencer Management 
• Crisis Communications Planning + Support

This project was led by PMG’s Nicole Pence Becker and Lisa Wallace with support from PMG team members Anna Carrera, Jeni Bostrom, Claire Hunter, Lauren Casey Bemis, Emily Sullivan, Melissa Mattingly, and Lexie Manor.

PMG is incredibly proud to have helped National FFA execute a successful and record-setting 97th National FFA Convention + Expo. We were honored to receive this testimonial about our work from National FFA President and Chief Marketing Officer Molly Ball.

Pence Media Group’s exceptional work for the National FFA exceeded all expectations.  Their strategic and thoughtful approach to marketing, public relations, crisis communications, and brand management showcased unparalleled dedication to the mission of our organization.  They seamlessly navigated large projects such as FFA LIVE! without hesitation, elevating our organization’s visibility.  PMG’s impact on National FFA’s success at telling the story is undeniable, making them an invaluable partner in our mission delivery.

– Molly Ball, National FFA President + Chief Marketing Officer

National FFA Public Relations

Through media coordination, strategic pitching, and extensive storytelling, PMG secured 1,422 media articles, 1,360 broadcast clips, and $91.5 million in Advertising Value Equivalency (AVE) across 39 states, reaching an audience of nearly 9.79 billion. With 60+ tailored media lists, 50 press releases, and over 10,000 pitches sent, PMG positioned FFA’s stories in local, national, and non-agriculture media outlets, further expanding the organization’s reach beyond its traditional audience. The team crafted impactful thought leadership pieces, secured high-profile interviews, and worked directly with on-site media to highlight key convention moments, award winners, and FFA’s larger mission.

Indianapolis coverage highlights included IndyStar’s deep dive into FFA’s legacy, WTHR’s feature on Erwin FFA’s hurricane relief efforts, and WRTV’s volunteer spotlight, along with features on Indy Now (FOX 59) and LifeStyleLive (WISH-TV). PMG’s efforts ensured national visibility for Microsoft FarmBeats, Days of Service, Star Awards, Proficiency Awards, and the announcement of the New National Officer Team. Looking ahead, PMG will continue refining its media outreach, human-interest storytelling, and cross-platform alignment to maximize impact. From onboarding media to post-event follow-ups, PMG’s strategic execution at the 97th National FFA Convention & Expo solidified FFA’s presence in both agriculture and mainstream media, setting a new benchmark for success.

National FFA Social Media Management

From pre-convention content creation in September to real-time updates and engagement during the event, PMG successfully connected FFA members, alumni, and supporters with the convention’s most exciting moments.

PMG leveraged National FFA’s strong Instagram, Facebook, LinkedIn, TikTok, and Snapchat presence to engage core audiences and expand their reach during the organization’s biggest event of the year. PMG produced 25 high-performing reels, driving over 1 million total views and 121,589 interactions—a testament to the power of engaging storytelling and strategic content distribution.

The highest-performing reel, featuring the 24-25 National Officers Election, amassed 128,129 views and 10,356 interactions, while content showcasing Shop FFA, the Kickoff Luncheon, and the National Officers’ tour of Lucas Oil Stadium also generated significant engagement. PMG’s ability to capture and share pivotal moments—from Temple Grandin’s keynote to Nate Smith’s meet-and-greet and the talent show semi-finals—kept audiences connected both on-site and online. Through thoughtful platform management and real-time content execution, PMG helped elevate FFA’s digital presence, ensuring the energy and impact of the convention reached far beyond Indianapolis.

Media Production

For the second consecutive year, PMG brought the FFA Live! Inside Convention Show to life, delivering a dynamic, high-energy recap of each convention day. Hosted by PMG’s own Nicole Pence Becker, the show provided an inside look at the 97th National FFA Convention & Expo, engaging over 1 million FFA members, advisors, families, and supporters. With four 1-hour episodes, FFA Live! captured the energy, impact, and memorable moments of the convention, ensuring that those in attendance—and those tuning in from afar—felt connected to the event’s biggest stories.

PMG coordinated seven in-studio interviews and worked with 11 student reporters to produce 64 compelling news stories, amplifying key convention highlights through engaging storytelling. From inspiring student achievements to behind-the-scenes moments with industry leaders, FFA Live! provided a comprehensive, insider’s perspective on the convention’s most exciting moments. Through seamless production, strategic content planning, and real-time coverage, PMG helped solidify FFA Live! as a must-watch experience, further expanding National FFA’s digital reach and impact.

PMG was proud to be a part of it all and we loved working with our friends at INNOVATIVE on this special project.

Influencer Marketing + Management

By partnering with Tyler Froberg and Lacie Evans, PMG amplified the convention’s reach, leveraging their influence to connect with both current FFA members and new audiences. PMG managed itinerary planning, content coordination, and on-site support, ensuring that both influencers captured key convention moments while authentically sharing their experiences. Across Instagram, Facebook, TikTok, and YouTube, their content generated millions of views, thousands of interactions, and significant audience growth—reinforcing FFA’s digital presence beyond the convention floor.

Tyler Froberg’s content amassed 1.45 million views on Instagram, 1.79 million on Facebook, and 1.32 million on TikTok, with standout posts like “Jacket Zipping,” “Shop FFA,” and “5 Convention Hacks” driving engagement. Meanwhile, Lacie Evans reached 3.45 million accounts on Instagram (a 56% increase) and engaged 372,192 users, sharing convention highlights such as her American Degree journey, Women in Ag interviews, and service projects. Her TikTok content generated 468,000 views, 59,000 likes, and 1,660 shares, extending FFA’s message to a younger audience. PMG’s thoughtful execution of influencer partnerships not only increased FFA’s social engagement but also broadened its reach to new demographics, ensuring that the excitement and impact of the convention resonated well beyond Indianapolis.

Crisis Communications Planning + Support

Our team provided proactive crisis communication support, ensuring a smooth and well-managed event. PMG updated the crisis plan, created an executive summary for streamlined response, and conducted daily media monitoring and social media check-ins from October 21 to November 1. With a diligent watch on potential issues, PMG successfully helped FFA navigate the convention without any on-site concerns, reinforcing the organization’s commitment to a safe, seamless, and positive experience for all attendees.

The event strategy and preparation paid off when it came time for the week-long convention. Several of PMG’s team members worked the convention to advocate for the National FFA brand and make sure the convention was successful. 

PMG was honored to work alongside the incredibly dynamic FFA team for the third year in a row at the convention. After increasing brand awareness through social media, effectively managing a national influencer campaign, and preparing the organization in the event of a crisis, PMG was happy to call the 97th National FFA Convention & Expo a success, and we are excited to support the National FFA organization in 2025. 

#Consideritdone with PMG in 2025! 

What are your business goals for 2025? Maybe it’s a brand refresh, a new social media strategy, or PR + media hits that get your brand in front of new audiences. Whatever your needs may be, PMG is eager to learn more about your organization and to support your goals. Our team of experienced professionals is here to build your brand and tell your story while you focus on your business. Consider it done.