Bridging the Gap Between Education & Real-World Experience
In the heart of the Corn Belt in a small rural college town, a transformative idea took root for WIU's Ag program. The mission? To shine a spotlight on the often-overlooked grain side of agriculture at the university and unveil the vast opportunities it holds. And so, my journey began—a journey that would redefine our narrative, empower aspiring agriculturists, and bridge the gap between education and real-world experience.
The story unfolded against the backdrop of fall harvest. The catalyst? None other than WIU's 12th president, President Huang, who had recently moved to the area. With a vision to offer him a genuine glimpse into the heartbeat of our local economy, I set my sights on a corn and soybean farm. For President Huang, an unfamiliar territory, this was more than just a farm visit; it was an immersive experience and opportunity to provide him with a hands-on understanding of one of our community's vital economic drivers.
Choosing the perfect stage was crucial, and what better place than my own family's farm, a mere stone's throw from campus? The setting was intimate, yet expansive—a reflection of the boundless opportunities that our small rural state university offers its students.
With meticulous planning, I collaborated with an agriculture professor, curating a select group of three passionate students to join the president on this journey. Simultaneously, I planned a creative endeavor to capture the moment. The campus photography team was enlisted to document the visit, as well as the social media coordinator. The president, the students, and the farmers, all to be showcased amidst the backdrop of farm equipment and what looked like miles of corn fields patiently waiting to be harvested. The goal? To create a visual narrative that not only captured the essence of the day but also conveyed the promise and potential of the university’s agriculture program.
This endeavor, however, was more than just a photo op. It was a story waiting to be told, a testament to the unique opportunity that the university offered to aspiring agricultural enthusiasts. Working closely with my talented creative team, including a designer, two marketing coordinators, and an editor, we meticulously crafted a narrative that resonated not only with our students but also with the communities we aimed to reach.
Understanding the importance of strategic outreach, the creative and marketing team collaborated with the agriculture department and undergraduate admissions. Together, we identified top feeder schools, mapping out the terrain where our efforts would yield the most significant impact. With the help of a marketing assistant, we identified and secured billboards, strategically placed near these schools, which became our canvas to paint the story of WIU's agricultural program. Adding additional touchpoints to the effort, I worked alongside our digital marketing agency to leverage targeted advertising and retargeting efforts, as well as custom homepage messaging for returning users who had previously visited agriculture webpages. To further support the team’s efforts, Undergraduate Admissions also sent out targeted email communications with a similar look and feel.
A Hidden Gem
In our pursuit, we discovered a hidden gem–a private niche agriculture high school in Chicago, a place ripe with untapped potential. Recognizing the opportunity, I spearheaded a comprehensive marketing campaign. Working in tandem with our internal creative and marketing team and digital marketing agency, we strategically deployed billboards and leveraged digital ads. Geofencing and mobile location targeting became our digital allies, ensuring that the echo of our message reached every interested student. Direct mail campaigns and OOH ride-sharing advertising that included branded Uber-wrapped cars further amplified our presence, painting the town with the colors of WIU's agricultural legacy.
In the end, what started as a farm visit transformed into a comprehensive endeavor, a journey that encapsulated the spirit of WIU's Ag program. It was more than just a marketing campaign; it was a testament to our commitment—a commitment to nurturing dreams, fostering connections, and empowering the next generation of agricultural leaders. This was more than a story; it was a legacy in the making. Welcome to the fertile grounds of WIU, where possibilities grow as vast as our fields.
Billboard placed in Chicago, IL near the agriculture high school to create brand awareness for the WIU Agriculture Department.
