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Pat Jackson: Global Agribusiness Industry Leader Alexis Daugherty | Mackenzie Gray | Hunter Holton | Ginny McGowan | Rachel Rhodes

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Page 1: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Pat Jackson: Global Agribusiness Industry Leader

Alexis Daugherty | Mackenzie Gray | Hunter Holton | Ginny McGowan | Rachel Rhodes

Page 2: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Agenda

I. MissionII. Pat Jackson Bio

III. Problems and OpportunitiesIV. Campaign GoalsV. Audiences

VI. TacticsVII. Schedule and Budget

VIII. Evaluation PlansA. Pertinent Research

IX. Communication Samples

Page 3: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Our Mission:

Establish Pat Jackson as a thought leader within the Global Digital

Agribusiness Industry

Page 4: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Pat Jackson: Who is He?● Leads his firm’s Agribusiness

sector globally● Main focus: strategy and

transformation for clients● Lead partner on accounts such

as seed/chem, agri-retail, grain processing, and meat processing

● Strengths: strategy/portfolio management, marketing/merchandising, precision agriculture

● Knowledge leader on matters of importance to global and market-leading companies

Page 5: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

The Situation: Problems and Opportunities

-Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital tool technology

-Middle class and world population increasing, food production needs to double and do so at a faster speed to sustain future population -Digital agribusiness tools are expensive

-Less than 20% of farmland uses high-tech digital techniques-Agribusiness investing requires a deep understanding of specific crops, geographies, and complex value chains- EY could help farms of more diverse sizes and more personal family farms-The three key factors driving shift towards digitization

-Farmers want to stick to their routine, feel no need to digitize, don’t have the digital skills/proficiency-Accenture Precision Agriculture Service

Strengths Weaknesses

Opportunities Threats

Page 6: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Campaign SMART Goals

25% rise in name recognition among industry

players two weeks after the campaign is completed

50% rise in number of businesses and farmers

seeking his digital services within a year

75% rise in mentions of Jackson’s name in trade

and mass media at the end of the 4-week period

Page 7: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Audiences

Farm Corporations Family Farms

Digital/Agriculture Businesses

Page 8: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Audience Identification

Page 9: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Audience MessagesUse emotion as a driver of attention

● Draw attention to the food shortage crisis and the shrinking number of farms

● Show Jackson’s flexibility to work with farms large and small● Position farmers as the heroes who will save us-- but only if they adopt

new technology● Demonstrate increase in production by adopting new technology with

Jackson as the “expert”

Page 10: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital
Page 11: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Schedule & TacticsWeek 1 Week 2

Week 3 Week 4

Speak & Attend the National FFA Convention

- Information Booth-Press Release

Speaking Engagement at Iowa State University

John Deere Social Media Partnership-Social Video

-Ongoing frequent media announcements

Media Day-Press Release

-Technology Demonstration

-Press Conference

Page 12: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Evaluation PlansBefore

● Revisit Goals● Send out

pre-campaign survey● Obtain current sales

of digital agribusiness products

● Look at current social media followers and mentions

During● Monitor and measure

media impressions, conversion rates, downloads, name mentions, web traffic, etc.

● Adjust and make necessary changes and update campaign

After● Measure final media

output ● Assess change in sales

in digital agribusiness products

● Send out post-campaign survey

● Continue use of social media to keep Pat Jackson a thought leader

Page 13: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Budget Allocations● $25,000

○ John Deere Social Media Partnership

● $10,000○ National FFA Convention

■ (Information Booth, gifts, photographer, etc.)

● $10,000○ Allocated towards Pat’s farm demonstration

■ (Farmer for using land, photographer, equipment)

● $5,000○ Miscellaneous Expenses

■ Outsourced media

Page 14: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Page 15: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Groups to post in:1. Sustainable Agriculture (100k)2. Agriculture (136k)3. Africa Agribusiness Platform (37k)4. Agriculture in the Black Sea

Region (25k)

Page 16: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Page 17: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Page 18: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Page 19: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Page 20: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Communication Samples

Page 21: Industry Leader Pat Jackson: Global Agribusiness · -Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital

Conclusion❖ The Digital Agribusiness sector shows great potential for growth❖ We must focus on Jackson’s flexibility to work with farms of all sizes❖ Jackson will attend and speak at the National FFA Convention and Iowa

State University, create a social media partnership with John Deere and produce a media day with a press conference

❖ All of this together will bring Pat Jackson to the forefront of people’s minds when they think about the Digital Agribusiness Industry