Background

Alabama Ag Credit provides short and long-term loans for land, real estate and crops for central and south Alabama farmers. The campaign goal was to increase inquiries for loans for all farm and agriculture needs, as well as loans for agri-business, recreational land and timber.

Reasoning

Current clients were primarily made up of older, experienced male farmers. The campaign needed to diversify and expand their client base by reaching out to other target audiences that included young, beginning farmers, women (as part of a family unit), and minority farmers. The new campaign needed to highlight Alabama Ag Credit’s expertise in lending for farms and families, its strength in communities, and that they are the best choice for all rural lending needs.

Challenge

Alabama Ag Credit wanted the ability to change out elements of the campaign to target certain crops or land depending on ad placement or conference attendance–Corn, Cattle, Poultry, Cotton, Hunting, homesite, etc. We also wanted to make sure the campaign lifted farms and communities instead of focusing on individual AAC relationship officers.

Solution

Our “Some Don’t Get It, But We Do.” campaign celebrates actual customers and is flexible enough to incorporate almost any new audience—making campaign expansion cost-effective. The main focal point is custom photography featuring real customers that land in a central design feature incorporating the shape of the state of Alabama (the geography that Alabama Ag Credit serves). This strong design feature, along with friendly and expressive copy, creates an authentic voice for the client’s message.