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CHS

Analytics + Digital Marketing + Media + Social Media + Strategy

CHS

Key Takeaways

  • A tight two-month window demanded fast, targeted reach to a very specific grower audience
  • Pairing traditional ag radio with digital and social extended reach without overextending budget
  • Click-through rate doubled industry benchmarks
  • 227 total conversions with strong anecdotal feedback showing real market buzz and competitor disruption

Overview

Allegiant Seed is a division of CHS, a leading global agribusiness owned by farmers, ranchers and cooperatives across the United States. Operating across energy, agronomy, grains and foods, CHS creates connections that empower agriculture and help farmer-owners and customers grow their businesses. Allegiant Seed serves select regions of North Dakota, South Dakota, Minnesota, Nebraska and Colorado with high-quality seed products backed by deep agronomic expertise.

Challenge

Allegiant Seed had a seed financing program available for a limited enrollment period. This program helps growers maximize production and profitability by building a complete crop input strategy with their CHS salesperson ahead of the season. With only two months to promote the offer, the clock was ticking. We needed to get in front of a narrow audience fast and motivate qualified growers to visit the program’s website or contact their local representative.

Strategy & Approach

Reaching farmers requires respecting the rhythm of their days. They are investing long hours in the fields, dedicated to their land and families, with limited time to engage with media. Traditional channels still carry the most consistent weight in their world, especially radio, which delivers reliable reach and frequency. Internet usage offers strong potential but lighter engagement and social delivers limited reach unless supported with broader media.

 

Our approach blended offline and online channels to build reach efficiently within the tight timeline. The client supplied creative assets grounded in what resonates with growers. We paired that insider knowledge with our expertise in placing messages where this audience actually spends time. The result was a strategic mix designed to meet growers where they are and move them quickly toward action.

Execution

  • Campaign Dates:  August 4-September 30
  • Radio: Six-week flight across key ag networks in ND, SD, MN, NE, CO and IL to deliver strong reach and frequency
  • Digital: Farm Progress, JL Farmakis Ag Week, Farm Journal and SimpliFi using a full suite of CHS static sizes to reinforce the financing message
  • Social: Meta and YouTube using CHS static and video assets to boost awareness and drive traffic among active grower audiences

Results

The campaign outperformed expectations and delivered meaningful action from high-value prospects.
  • Click-through rate hit  100% above benchmark
  • 63 online conversions (form fills to contact)
  • 164 click-to-call interactions from growers wanting to talk directly with a rep
Client feedback confirmed the impact beyond the metrics:
  • Competitors took notice, with one salesperson reporting they signed two customers away from a long-time rival thanks to the program
  • Local word-of-mouth took off, generating exactly the kind of community-level buzz that moves real decisions in rural markets

Summary

With a short runway and a specialized audience, Allegiant Seed needed a strategic media plan that could generate fast awareness and real engagement. By combining the power of trusted ag radio with targeted digital and social placements, we delivered reach, frequency and strong performances across all channels. The campaign not only drove conversions but sparked conversation, shifted loyalties and reinforced CHS as a partner committed to helping growers succeed.