CASE STUDY

Sustainable Agriculture

Digital Targeting / Strategic Communications

A Multi-Channel Approach

Overview & Strategy

Signal is an active multi-year partner with a nonprofit organization on a campaign building support for sustainable farming in upcoming federal policymaking. Using compelling personal stories from a diverse array of farmers, we used video and multi-channel marketing to reach, engage, and ultimately build sustainable agriculture champions. Our campaigns have focused on Iowa, Indiana, South Dakota, Arkansas, and Georgia with a focus on reaching and engaging a diverse audience.

WHAT WE DID

Digital Strategy

Analytics & Data Science

RECOGNITION

Signal Tactics

We developed a “campaign funnel”—a sequence of digital, social, and video tactics that were designed to draw the audience deeper into engaging on the issue. Each stage of the funnel had a series of “gates” (i.e., quick completion, multiple returns to the site, social engagement) that provided us insight into the audience’s interests, level of commitment, and potential for enrollment in a future policy campaign.

Results

Millions Reached and An Action Ready Audience

Over the course of 24 months, we reached over 12 million individuals, generating an excess of 350,000 engagements through digital, radio and direct advertising. In the current Georgia and Arkansas campaign, we are currently tracking to build a database of over 3,000 individuals in key federal leadership districts that are primed to advocate for sustainable agriculture.

Months

12M

Individuals

350K

Engagements

CASE STUDIES

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Public Diplomacy Case Study

Sustainable Agriculture Campaign

Signal worked with a nonprofit over 24 months to build public support for sustainable agriculture through storytelling, video, and a multi-channel digital campaign focused in states like Iowa, Georgia, and Arkansas, engaging over 12 million people and more than 350,000 direct interactions. Their strategy used a funnel model—quizzes, repeat site visits, social interaction—to identify and cultivate individuals willing to become advocates, and they’re building a base of over 3,000 in key federal districts ready to push for policy changes.