Case Study:
Conservation's Impact on the Farm Bottom Line
Conservation's Impact on the Farm Bottom Line
McCracken agency – on behalf of Soil Health Partnership (SHP) / Environmental Defense Fund (EDF)
About the Client:
The Soil Health Partnership (SHP), a former part of the National Corn Growers Association (NCGA), promoted sustainable farming techniques to boost soil health, profitability, and environmental benefits. The Environmental Defense Fund (EDF), known for its science-based environmental solutions, partnered with SHP to assess the economic impacts of conservation agriculture for Midwest corn and soybean producers.
The Soil Health Partnership (SHP), a former part of the National Corn Growers Association (NCGA), promoted sustainable farming techniques to boost soil health, profitability, and environmental benefits. The Environmental Defense Fund (EDF), known for its science-based environmental solutions, partnered with SHP to assess the economic impacts of conservation agriculture for Midwest corn and soybean producers.
Target Audience:
The project focused on Midwest corn and soybean farmers due to their pivotal role in agriculture. Additionally, it provided valuable insights for policymakers, lenders, farmer associations, supply chain companies, and conservation organizations to integrate financial data on conservation practices into their initiatives.
The project focused on Midwest corn and soybean farmers due to their pivotal role in agriculture. Additionally, it provided valuable insights for policymakers, lenders, farmer associations, supply chain companies, and conservation organizations to integrate financial data on conservation practices into their initiatives.
Objectives and Approach:
The initiative aimed to compare production budgets for conventional and conservation practices, highlight the economic benefits and challenges of conservation techniques, and offer actionable financial insights to farmers and their business partners. To achieve these goals, the team conducted interviews and surveys with seven Midwest farmers, compiling their experiences and financial outcomes into a comprehensive report distributed through multiple formats.
The initiative aimed to compare production budgets for conventional and conservation practices, highlight the economic benefits and challenges of conservation techniques, and offer actionable financial insights to farmers and their business partners. To achieve these goals, the team conducted interviews and surveys with seven Midwest farmers, compiling their experiences and financial outcomes into a comprehensive report distributed through multiple formats.
Key Challenges:
A major challenge was transforming data-heavy research into visually accessible content while maintaining consistency across print and digital formats for diverse audiences.
A major challenge was transforming data-heavy research into visually accessible content while maintaining consistency across print and digital formats for diverse audiences.
My Role and Process:
As a freelance contractor for McCracken, I served as the art director for the SHP brand – predating McCracken's contract with the client. For this project, I led the creation of the report’s visual narrative, crafting an engaging layout with clear sections, sidebars, and summaries to enhance readability. I designed charts, tables, and farmer profiles to illustrate key findings and developed website assets from report graphics to expand outreach. Additionally, I coordinated the digital adaptation of the print report for a seamless web PDF experience and contributed ideas for a concise summary version to emphasize essential takeaways.
As a freelance contractor for McCracken, I served as the art director for the SHP brand – predating McCracken's contract with the client. For this project, I led the creation of the report’s visual narrative, crafting an engaging layout with clear sections, sidebars, and summaries to enhance readability. I designed charts, tables, and farmer profiles to illustrate key findings and developed website assets from report graphics to expand outreach. Additionally, I coordinated the digital adaptation of the print report for a seamless web PDF experience and contributed ideas for a concise summary version to emphasize essential takeaways.
Results and Impact:
The published report, Conservation’s Impact on the Farm Bottom Line, became a standout success for SHP, achieving:
The published report, Conservation’s Impact on the Farm Bottom Line, became a standout success for SHP, achieving:
• 59,861 impressions and 3,228 engagements (5.4% engagement rate)
• $0.53 cost per impression and $9.91 cost per engagement
• 565 downloads of the summary report
• 4,694 views of the digital report content
• Coverage in 26 media outlets (earned media)
• $0.53 cost per impression and $9.91 cost per engagement
• 565 downloads of the summary report
• 4,694 views of the digital report content
• Coverage in 26 media outlets (earned media)
The report not only met its objectives but continues to support advocacy efforts for conservation funding, driving awareness and encouraging sustainable practices among Midwest farmers.