The USDA National Agricultural Statistics Service’s (NASS) quinquennial Census of Agriculture provides a close-to-complete count of the nation’s farms and ranches. The Ag Census evaluates land use, ownership, producer demographics, production processes, producer income, and expenditures – providing a main source of US agricultural data and influencing decisions that shape the future of American agriculture.
NASS turned to Sage to amplify outreach to farmers, ranchers, and producers, encouraging them to participate in the 2022 Ag Census.
Discovery, strategy, and planning
Sage undertook an initial assessment of NASS’ outreach strategies for three prior Ag Census cycles. We analyzed their audience research, reviewed analytics and work products, and compared master plans for those previous Ag Censuses against current objectives. We also conducted in-depth interviews with more than 50 farmers, ranchers, and commodity representatives to identify ways in which they would benefit from the Ag Census data.
The result was a comprehensive communications plan for the 2022 Ag Census, in which we proposed a messaging hierarchy arrayed by audience segment, followed by targeted tactics for storytelling, radio and podcast segments, print and digital media, media pitches, and paid and organic social media campaigns. We then developed the campaign narrative theme, “The Ag Census counts because…” featuring personal quotes from farmers, ranchers, and industry professionals, and amplified that messaging through a series of creative assets.
Media strategy
Sage’s earned media strategy focused on educating audiences at a broader scale and encouraging all demographic groups to respond. We coordinated program messaging between NASS’ national staff and state statisticians and their national and state partners, so farmers, ranchers, and producers hear consistent themes from multiple trusted sources. This effort emphasized storytelling using newsworthy angles to show why a comprehensive and inclusive Census count matters; the diverse and valued stakeholders it represents; and the impact Census data has on farming and ranching communities. This coordination also nurtured the agency’s existing partner relationships while making new connections with underrepresented groups.
Media coverage
During the November 2022 through May 2023 campaign, Sage’s outreach secured more than 20 pieces of earned media coverage that generated more than 333 million potential impressions. Most articles were positive and had strong message pull-through, including how and why to respond, key deadlines, how the data is used, confidentiality, new questions, and messages to help overcome respondent fatigue. More than half of the secured articles included a link to the Ag Census website, increasing traffic to USDA properties.
Highlights from the coverage include tier-one national outlets like the Washington Post, Reuters, Forbes, and U.S. News & World Report. These articles had both broad and deep audience reach and the outlets’ strong reputations added validity to the call for response. Targeted coverage spanned numerous agricultural trade media and local news outlets. Syndicated radio segments with Minnesota Public Radio and the Dakota Radio Group reached a large segment of key ag regions. Our campaign also engaged Abasto, a publication whose audience is one of the Ag Census’ key underrepresented groups.
Partner engagement
Sage’s partner strategy focused on nurturing existing relationships and making new connections with underrepresented groups. Our influencer relations outreach focused on engaging macro and micro-influencers with strong Ag community followings and significant reach; neutral platforms; and a willingness to support pro-bono messaging. These outreach efforts generated more than 8.7 million potential impressions.
Our coverage had strong message pull through, sharing deadline information and Ag Census details with links back to the Ag Census website. Many of these partners also used the campaign graphics, increasing their outreach value. Most noteworthy were posts from Andrew Zimmern, whose team directly used USDA’s language and graphics across three platforms, reaching almost three million combined followers. Other highlights included a unique podcast with Food Tank and a pop-up on the Rural Coalition’s website reminding visitors about the Ag Census deadline.
Sage continues to support NASS’ Ag Census outreach with paid media management, partner engagement, influencer outreach, creative executions, and trainings for internal NASS stakeholders.
