FFA TEXAS

The Challenge

For over 90 years, the Texas branch of the Future Farmers of America has made a positive difference in the lives of students by developing their potential for premier leadership, personal growth, and career success through agricultural education. In more recent years, the organization has started to grapple with four key obstacles:
• Brand perception
• Diminishment of “Giving Back” DNA
• Lack of a ‘common hook’ in messaging
• Fragmented online experiences

The Solution

As part of a larger team, we produced a set of stories designed to refresh the perception of the organization among prospective students, their families, and potential corporate sponsors. The films include an inspiring call-to-action for students considering what the FFA has to offer; a success-story about how the FFA prepared one student for the transition to college; an emotional tale of mentorship and the impact that FFA teachers have on students; and a family story of paying forward across multiple generations. The campaign was showcased on a new website and deployed via a robust paid and organic social media strategy, leveraging the current body of FFA students and ambassadors to share the message.