Trilix helped long-time client Stine® Seed Company take their award-winning annual Women in Ag campaign to new heights this year. For the second year, Stine — the ag industry’s largest family-owned, independently operated corn and soybean seed company — turned some of their marketing and communications focus on showcasing women in agriculture at the crossroads of Women’s History Month and National Agriculture Week in March. An effort that started as a monthly blog featuring Stine’s female employees a few years back has since grown to an integrated marketing and communications campaign.
This year, Stine and Trilix went direct to the source. We met and interviewed women across the country who serve in different roles in the ag industry — farming, ranching, seed sales and agribusiness. While each woman’s path to agriculture and passion differs, they all share one goal: to work in the industry that feeds and fuels the world. And Stine was thrilled to use its marketing and communication platforms to celebrate the stories of these inspiring women.
Our goals with this campaign were to elevate the women who are currently performing these roles; educate anybody, male or female, about the different aspects of the agriculture industry; and empower young women who are interested in exploring a career in agriculture.
Jess Drake, marketing coordinator at Stine
“This year, we were excited to meet with women from all walks of agriculture to expand the campaign,” noted Jessica Drake, marketing coordinator for Stine. “Our goals with this campaign were to elevate the women who are currently performing these roles; educate anybody, male or female, about the different aspects of the agriculture industry; and empower young women who are interested in exploring a career in agriculture.”
The pièce de resistance and key element that tied the campaign together was securing a proclamation for Women in Agriculture Day in Iowa, which Gov. Kim Reynolds declared as March 25 this year. This is the second year Stine collaborated with the Iowa FFA Foundation, the Iowa 4-H Program, FarmHer and the governor’s office to secure the day, held during National Agriculture Week.
Trilix worked with Stine to transition these stories and news of Women in Agriculture Day in Iowa into videos, blogs, social media posts and more. We also worked with local and ag trade media to ensure Women in Agriculture Day in Iowa was celebrated statewide. But, as it turns out, the campaign was celebrated across the country, as the story was picked up by national ag trade publications and individuals and national organizations engaged with the campaign on social media, using the campaign hashtag #TogetHER4Ag.
Last year’s Women in Ag campaign recently generated a 2020-2021 Best of NAMA (National Agri-Marketing Association) first place award in the social community building and engagement category and a national merit award for brand citizenship. Additionally, the campaign received a 2020 Central Iowa PRSA PRIME Award for event/observance.
Women have roles in all facets of agriculture, and it was a privilege to work with Stine to help share and celebrate their stories. I look forward to what the future holds for the Women in Ag campaign.
Abby Bottenfield, communications director at Trilix
“The key to this campaign’s success was the women who allowed us to share their story,” said Abby Bottenfield, communications director for Trilix. “Women have roles in all facets of agriculture, and it was a privilege to work with Stine to help share and celebrate their stories. I look forward to what the future holds for the Women in Ag campaign.”
Check out some of our work from the Stine Women in Ag campaign. To learn how Trilix can take your next integrated marketing campaign to the next level, contact us.