Event Planning
Integrated Campaign
Video Production
Public Relations
REIMAGINING A DEEPLY TRADITIONAL BRAND AND ACTIVATING MEMBERSHIP BASE
The National FFA Organization needed an agency partner to challenge the status quo, help evolve their marketing efforts, and meet 21st century demands. PLAID guided the process of evolving brand messaging and activating new communication methods with FFA’s primary audiences, from upstream strategy and creative to tactical implementation. PLAID redesigned FFA’s website and brand image while assisting FFA as they transitioned their focus from traditional farming techniques and values, to a modern, technological, and inclusive approach that connected youth with the future of agriculture.
Awards and Acknowledgements
Davey Award
Integrated Campaign – Marketing Effectiveness
“PLAID empowered the National FFA to think outside our traditional ways of communicating. Our story went from being told only from established methods to stretching beyond who we are, making us more relevant to future audiences. Navigating a complex national organization including staff, government, a Foundation, invested sponsors, Board of Trustees and Directors is no easy feat for any individual or group-even internally. We have been amazed at THE PLAID AGENCY’s ability to ask the tough and right questions, quickly gain trust and respect, challenge and drive us forward. Their impact has been tremendous and almost immediate.”
– MOLLY BALL, FFA PRESIDENT AND CHIEF MARKETING OFFICER
CAMPAIGNS
THE BLUE ROOM
In preparation for its 91st National Convention and Expo, the National FFA came to PLAID for help branding and developing an innovative new idea—one that would revolutionize experiential agriculture education. With this challenge in hand, PLAID crafted the story and creative collateral for Blue 365. PLAID and the FFA unveiled this initiative at the 91st National Convention and Expo with a new attraction—the FFA Blue room, a 17,000-square-foot space exclusively dedicated to experiential learning and exposure to cutting-edge technological innovations and advancements within the food and agriculture sector.
ALUMNI CAMPAIGN
On Alumni Day 2018, PLAID launched the FFA Alumni Check-In campaign, which encouraged alums to “check in” with the organization that supported their journey through agriculture education. PLAID developed the landing page and concept for the initiative, which brought over 12,000 members home in one week and reconnected them with the organization.
