Case Study: Women Grow the Farm
Volunteer-led program sought rebrand
Conference-based group aimed to grow attendance and measurable impact
Background:
Women Managing the Farm (WMF) is a program that connects women engaged in the many aspects of agriculture through an annual conference addressing crop and livestock production, commodity marketing, financial planning and legal risks. The program is all volunteer-led.
The ask:
WMF collaboration sought a marketing partner to help clarify their market position, execute a rebranding strategy to recruit and retain conference attendees, expand audience engagement and measure marketing impact.
The deliverable:
WMF aimed to leverage market research findings to develop a comprehensive rebranding strategy that would enhance the organization’s visibility and impact. They hired MMMG to guide the group through the research phase and then develop a brand revitalization strategy.
The approach:
MMMG initially facilitated a two-hour input session with collaborative stakeholders. The input session was followed by comprehensive market research, including a market position review, a competitive analysis and assessment of current participant engagement levels. Following the research phase, MMMG developed a market positioning report to drive the rebranding strategic process.
The eight-month partnership provided WMF with a positioning report including:
- Target audience refinement
- Competitive analysis
- Unique value proposition, features and benefits
- Positioning statement
- Unique brand attributes
The MMMG team helped the committee extract unique brand attributes that position WMF as a comprehensive resource for women in agriculture, differentiating it from other organizations in the field.
From the identified attributes, MMMG recommended a name change to Women Grow the Farm and developed refreshed brand guidelines centered on the group’s unique value proposition, including a positioning statement, a new logo, color palette and typography.
In addition, MMMG equipped the WMF team with recommendations ranging from a new brand transition and website improvements to internal deliverables to get the next year’s conference marketing underway.
“I was really excited to work with MMMG because there’s a deep understanding of agriculture and an opportunity to let everybody be heard. That’s not an easy thing to do, but it was very seamless with our rebranding process.”
The biggest surprise was how long it took…but had I been through this process before, I probably would not have been surprised. It was a great process to think through our identity in collaboration with the MMMG team, which required several conversations but delivered multiple great options our committee and partners could be proud of.