Case Studies
Case Study: Licensing Programs
Situation:
Progressive Farmer has been the market leader, and an unbiased source of information for all farming and ranching-related topics. The 140-year-old magazine has a sterling reputation and is read by more farmers than any other agricultural publication. Their new CEO at the time felt strongly that the publication should be known as the voice of the farmers and ranchers and a leader in insight around heavy equipment purchase decisions.
Solution:
That direction led us to establish the Progressive Farmer Reader Insights program. The program would consist of two components: A research and insights piece and an awards and licensing recognition element. We worked with the Progressive Farmer team to understand the intelligence their audience needed, including data around the initial purchase experience, short and long-term product quality, and post-acquisition support. With a comprehensive questionnaire in hand, we reached out to Progressive Farmer’s readership and aggregated their feedback using a proprietary index methodology.
Next, we established a turnkey licensing recognition program, including designing an award trophy, graphical representations for use in advertising and marketing, and licensing and advertising guidelines. We coordinated with the Progressive Farmer sales team to promote the research and awards, sharing highlights from the program and contributing to editorial placement in the publication's articles. Finally, once sold, we approved and monitored all licensed awardees.
Results:
The Reader Insights program was a hit. The data from the program fed editorial content for multiple years, and the information was sought after by manufacturers and agencies alike. We consulted directly with manufacturers and advertising agencies on messaging and strategies to promote and amplify the awarded products. To this day, you can still see the award being used in current advertising and marketing campaigns.