Grow With Us Campaign Launch

Grow With Us + Pence Media Group

National FFA engaged Pence Media Group (PMG) to execute on the marketing and communications component of a multi-year, $3 million grant from the Lilly Endowment, Inc., to grow agricultural education and FFA in Indiana. The grant was given to National FFA, in partnership with Indiana FFA, to increase awareness among students, parents and caregivers, teachers, and administrators across the state about what agricultural education and FFA are and the benefits they provide, with a specific focus on recruiting and retaining students from underrepresented and marginalized populations.

PMG was asked to develop a strategic and comprehensive marketing and communications plan, campaign brand, videos, microsite, design deliverables, social media accounts, public relations activation, and more.

Working closely with the National FFA team, PMG developed and executed a campaign name and brand (including visuals and messaging) – Grow With Us, along with videos, a microsite, design deliverables, social media channels, marketing, and public relations for all targeted audiences. This blog outlines the strategic approach, content creation, and execution of those elements in 2024.

Brand Development

At PMG, we’re passionate about helping clients cultivate meaningful connections through strategic branding, and the Grow With Us Ag campaign is a prime example. Tasked with creating a name that encapsulated the agricultural industry’s focus on growth, collaboration, and sustainability, our team landed on Grow With Us—a phrase that resonates with farmers, stakeholders, and community partners alike. From there, we developed cohesive brand messaging that reflected these values and designed a fresh, impactful logo that embodies the spirit of agriculture. To ensure the campaign’s success, we introduced a dynamic three-component model that highlights classroom instruction, FFA Leadership, and work-based learning, reinforcing the mission at every touchpoint.

Website Development

As part of the Grow With Us campaign, PMG developed a dynamic microsite to serve as the campaign’s digital hub. From crafting the content and designing the site layout and wireframe to selecting impactful photos and determining links and assets, every element was carefully planned to enhance user experience and storytelling. Our team managed edits throughout the process, ensuring the final product reflected the campaign’s goals and brand. The result is Indiana.GrowWithUs.ag, a polished platform that brings the mission of Grow With Us to life online.

Marketing Assets

PMG developed a comprehensive suite of marketing assets to support teachers, administrators, parents, and students both digitally and in print. From postcards, rack cards, and brochures to slide decks and one-sheeters, every piece was designed with purpose, ensuring clear and engaging messaging. Digital assets, including social templates, banner ads, website graphics, and email templates, seamlessly integrated into email blasts and drip campaigns. PMG also created tailored content for conference promotions and a personalized letter from Tamara Ketchen, ensuring every audience had the resources needed to connect with the campaign.

Social Media Management + Execution

PMG took a strategic approach to social media management, ensuring a seamless presence before, during, and after the campaign launch. Our team developed platform bios for Facebook, Instagram, and LinkedIn, created a detailed content planning calendar, and designed custom tile templates to maintain a cohesive aesthetic. From November to December, we focused on asset creation and execution, capturing attention with dynamic, visually engaging content. Additionally, our team attended the press conference to capture on-site assets, delivering real-time updates and amplifying the campaign’s impact across platforms.

Public Relations

The Grow With Us campaign achieved remarkable public relations success following its launch press conference at Hamilton Southeastern High School. PMG handled every detail, from key message development and crafting press releases and media advisories to organizing the run of show and coordinating an on-site walkthrough. With support from then Lieutenant Governor Suzanne Crouch and prepared talking points for speakers, the event generated significant media attention. Our team developed a comprehensive statewide media list, captured on-site assets, and delivered a detailed media recap. The results? 15 articles, 34 broadcast clips, and a potential audience reach of 1.85 million across key Indiana markets, including Indianapolis, Evansville, and Terre Haute. With an estimated media value of $20,380 for digital and print alone, the campaign’s impact extended far and wide, amplifying its message across the state.