5. DUPONT PIONEER
Today, DuPont Pioneer is an international biotechnology company that
strives to increase food production around the world. Pioneer seeks
to produce the best products on the market by being committed to
sustainability and environmental stewardship. It has operations in 90
countries around the world and has over 100 research locations.
On December 11th 2015, DuPont announced a merger with Dow
Chemical Company. In a so-called “merger of equals”, the new company,
DowDuPont, will combine research and production assets in three
segments: agricultural, material products, and specialty products.
Agriculture accounts for about $11 billion of DuPont’s revenue and
about $7 billion of Dow’s revenue1
. The new company is expected be a
marketplace leader, commanding around 25 percent of the agricultural
market2
.
We strive to produce the best products on the market.
We deal honestly and fairly with our employees, customers, seed growers, sales
force, business associates and shareholders.
We advertise and sell our products vigorously, but without misrepresentation.
We give helpful management suggestions to our customers to assist them in
making the greatest possible profit from our products.
PIONEER’S CURRENT BUSINESS PHILOSOPHY, THE LONG LOOK
SOURCES
1
“Investor Presentation: Dow and DuPont to Combine in Merger of Equals.” DowDuPont. Dow
DuPont Inc, 11 Dec. 2015. Web. 11 Dec. 2015.
2
Picker, L. (2015, December 14). Dow Chemical and DuPont Set Merger and Plans to Split. The New
York Times. Retrieved December 12, 2015, from http://www.nytimes.com/2015/12/12/
business/dealbook/dow-chemical-and-dupont-merger.html?_r=0
DUPONT PIONEER
2
6. 1926 The Hi-Bred Corn Company is by Henry A. Wallace. Wallace was later elected US Secretary of
Agriculture and eventually held office as the Vice President of the United States under FDR.
2015 DuPont announces merger with Dow. The new company is to be called DowDupont.
1936 The Hi-Bred Corn Company is renamed Pioneer Hi-Bred Corn Company.
It sought to bring innovation and science to seed development.
1946 International expansion begins as Pioneer expands into Canada.
1950 Pioneer uses electronic data processing tools to analyze corn yield data.
1952 Pioneer’s current business philosophy, The Long Look, is developed.
1956 Pioneer opens a research operation in York, NE to focus on drought tolerance in corn.
1962 Pioneer begins its sorghum operation in Longview, TX.
1964 Pioneer establishes a research operation in Jamaica, its first outside of North America.
1970 The Pioneer Hi-Bred Corn Company is renamed Pioneer Hi-Bred International.
1973 Pioneer begins soybean operations and becomes a publicly traded company.
1981 Pioneer becomes the market share leader for seed corn in the United States.
1982 Portable data entry systems are implemented for use by sales representatives.
1989 Pioneer introduces its own biotechnology team.
1990 Researchers begin to use winter seed nurseries.
1991 Pioneer becomes the number one brand of soybean in America.
1996 Pioneer becomes the first to start a genomics effort on corn.
1997 DuPont purchases a 20% stake in Pioneer stock.
1999 DuPont completes the purchase of Pioneer, not long after divesting Conoco.
2002 Pioneer pursues a joint venture opportunity to market seed corn in China.
2008 The Pioneer MarketPoint® website is introduced, enabling grain sellers to sell directly to buyers.
DUPONT PIONEER: A HISTORY
DUPONT PIONEER
3
7. INDUSTRY ANALYSIS
Justifiably, the agricultural industry faces intense regulation from the
government and other regulatory bodies. When a new trait is developed by
a company, it must be tested and approved by numerous agents around
the world before it is allowed to enter the market. Breakthrough traits
are trademarked by the developing companies and then can be used in
competitor products in exchange for royalties. This kind of technological
collaboration allows companies in the industry to be innovative yet still
highly competitive.
HEAVY HITTERS
This industry is dominated by a few large players. As innovations in
biotechnology continue, research and development becomes more
important. Investment in biotechnology research requires substantial
investment, and only large companies with a wealth of capital resources
will have a chance at success. Key players in the industry are constantly
absorbing or divesting businesses as they refine their strategies. This
year, competitors Syngenta and Monsanto flirted with the idea of merging,
which had the executives at DuPont Pioneer on high alert. Monsanto
ended up retracting its $46 billion dollar bid for Syngenta, but reports of a
new bid have floated around the media.
IN THE NEWS
Towards the end of this year, DuPont’s CEO, Ellen Kullman, retired rather
abruptly, leaving the chair from the Board of Directors as an interim
CEO in her place. Most recently, on December 11, 2015, rumors of a
merger between Dow and DuPont was confirmed after a presentation
to investors. The new company, DowDuPont, will become the largest
agricultural conglomerate, bypassing Syngenta and Monsanto in
combined agricultural revenue.
DUPONT PIONEER
4
8. MONSANTO ANALYSIS
MONSTANO: A HISTORY
Monsanto Chemical Works was founded in 1901 by John Francis Queeny,
a pharmaceutical industry veteran3
. Over the course of more than a
century, Monsanto morphed into an entirely different company with the
same name. Originally, it produced food additives saccharin and vanillin.
Upon expanding into Europe in the 1920’s, Monsanto began to produce
basic industrial chemicals including sulfuric acid and PCBs. In the 1940’s,
Monsanto acquired a contract to conduct research for the Manhattan
Project. Under contract with the United States, Monsanto assisted in the
development of the first nuclear weapons.
Monsanto had a hand in developing a wide range of chemicals and
products. In the 1940’s, Monsanto was one of many companies to
begin manufacturing DDT, an insecticide that was effective in repelling
mosquitos4
. The United States banned DDT several decades later due to
its toxicity. It also banned the production of PCBs just a few years after
Monsanto ceased its production of the chemical. Laundry detergent
was a part of Monsanto’s portfolio, until the “All” brand product line was
sold to Lever Brothers in 1957. Monsanto and chemical giant Bayer
created Mobay, a joint venture to sell polyurethanes in the United States.
Monsanto is also notable for introducing light-emitting diodes (LEDs) in
1968, and in 1974, signing a ten-year research grant to support cancer
research. In the 1980’s and 1990’s, Monsanto began to turn its attention
to agriculture. It was one of the first companies to genetically modify a
plant cell and soon after began to test genetically modified crops. Through
a series of mergers, acquisitions, and spin-offs, Monsanto became the
largest-grossing seed company. Due to the specific entailments of these
contracts, the Monsanto Company that existed prior to 1997 is a separate
legal entity than the Monsanto Company that exists today. This hasn’t
prevented the new Monsanto Company from getting in hot water in
multiple situations.
5
9. SOURCES
3
”John Francis Queeny, Founder of Monsanto.” ResearchPedia. ResearchPedia.info, 29 Jan. 2014. Web. 12 Dec. 2015.
4
Monsanto Company SWOT Analysis. (2015, October 16). Business Source Complete Database. Retrieved December 9, 2015.
5
Not So Roundup Ready. (2015). Earth Island Journal, 30(2), 5-5.
6
Public Health - Agent Orange. (n.d.). Retrieved December 12, 2015, from http://www.publichealth.va.gov/exposures/agentorange/
COMPANY SETBACKS
Monsanto has often been referred to as the most hated company in the world. Monsanto’s most recent
controversy centers around its development of a product that is now widely used in crop production. Since
the 1970’s, the chemical glyphosate has been used as a herbicide. Monsanto hasn’t had a patent on the
product since it expired in 2000, so it produces its glyphosate-based herbicide brand, Roundup, alongside
similar competing products. While glyphosate-based herbicides account for a fraction of Monsanto’s gross
revenue, its glyphosate-resistant seed sales bring in a majority of its income. These seeds, which Monsanto
branded as Roundup Ready, are genetically engineered to withstand the application of glyphosate-based
herbicides. This breakthrough technology replaced older weed control tactics, allowing farmers to plant
rows of seeds closer together. As a result, yield-per-acre increased substantially, so farmers began widely
adopting the Roundup Ready technology. Monsanto has licensed the glyphosate-resistant trait technology
to many agricultural competitors, two of which include Syngenta and DuPont Pioneer. To Monsanto’s
dismay, in March 2015, the World Health Organization declared that Roundup was “probably carcinogenic to
humans.” WHO’s International Agency for Research on Cancer says this is based on “convincing evidence”
that Roundup can cause cancer in lab animals and “limited evidence” that it can cause cancer in humans5
.
Monsanto is also associated with Agent Orange, an herbicidal chemical produced in conjunction with Dow
Chemical during the Vietnam War. The chemical was sprayed in South Vietnam and contaminated soil
and water. In some areas, levels were hundreds of times greater than the safe levels established by the US
Environmental Protection Agency6
. Agent Orange has since been cited to cause cancer, birth defects, and
other severe health problems.
THE MONSANTO PROBLEM
The company has been infamous for its high-profile lawsuits over a variety of issues. Monsanto often gets
bad publicity for its strict intellectual property policy enforcement, as it is known to sue farmers with small
operations who replant seed without paying for the patent technology. The company has been emblazoned
as the ag industry’s bully since its early blunders in the European market. The hashtag #MonsantoEvil has
surfaced on social media to express consumer rage. Consumer action groups such as Millions Against
Monsanto have sprung up to rally against the corporation and its resistance to labeling foods containing
GMOs. Documentaries such as Forks Over Knives and David vs. Monsanto have socially linked the
corporation to the loss of small farming practices. This has led to the villainous depiction of the corporation
as Big Bad Monsanto.
Monsanto has found itself buried under negative publicity while some seemingly similar companies fly under
the radar. It has tried to pull itself out of the rut with messaging about sustainability, organics, and images of
smiling farmers, but its image remains the same. The public perception of DuPont Pioneer seem
MONSANTO ANALYSIS
6
10. CREATIVE STRATEGY
OBJECTIVE:
Our deep dive into competitor analysis and industry backgrounding
led us to craft a campaign that garners results and differentiates
DuPont Pioneer in the food production category.
“It’s In Our Roots” connects with our target audience by hitting on
four main objectives:
• Carve out a niche in the agricultural biotechnology sphere by
repositioning DuPont Pioneer based on competitive analysis.
• Own DuPont Pioneer’s accessible and trustworthy presence in a
market many consumers face with skepticism.
• Seize the brand’s unique opportunity to craft a story of
transparency.
• Distribute a message of sustainability and environmental
stewardship to average consumers.
These objectives were integral to crafting a strategy that
emphasizes DuPont Pioneer’s commitment to a sustainable future.
Advertising efforts will ultimately educate North American middle class family
decision makers about the importance of sustainability in agriculture. Support
will be DuPont Pioneer’s long-standing mission to produce sustainable means
of feeding the world. Brand character is approachable. Tone will be family-
friendly and warm.
STRATEGY FOR “IT’S IN OUR ROOTS”
7
11. TARGET MARKET:
Consumer’s perceptions of high performance
agricultural techniques exist in an environment of fear
and misinformation. Our campaign reaches average
consumers who make decisions about food in their
households to provide vetted information to dispel
fearmongering.
CLAIM & SUPPORT:
“It’s In Our Roots” builds a dialogue of understanding
between consumers and seed producers by focusing
on the importance of creating sustainable efforts of
feeding the growing global population. Our campaign
educates consumers and introduces them to DuPont’s
support of sustainability issues.
BRAND CHARACTER:
We build off DuPont’s approachable character to craft
accessible messaging that informs consumers without
overwhelming them.
TONE:
DuPont Pioneer’s competitors tend to misunderstand
the emotional dimensions food and farming carries.
Consumers’ trust in the agricultural biotechnology
industry is in decline. “It’s In Our Roots” strategically
takes a family-friendly and warm tone to build trust
and own our reliable reputation in the market.
TAGLINE:
Perfecting what lies in the ground for what lies ahead.
Our tagline resonates with consumers because it
emphasizes the need for innovative agricultural
biotechnology. It introduces them to the reasons
why food production has taken this route. This is
accomplished by pointing out the relationship between
food and humanity’s needs down the road. This opens
up a conversation about best practices for the future.
CREATIVE STRATEGY
8
12. 7
PRINT ADVERTISEMENT
The print advertisement emphasizes the overarching campaign message
of sustainability. Its primary purpose is to introduce DuPont Pioneer’s
“In Our Roots” campaign to average consumers.
This print advertisement establishes the brand associated with the “In Our
Roots” campaign. Visually, the advertisement teeters between cleanliness
/ modernity and natural / earthy. The visual cleanliness of the overall ad
provides contrast to the handwritten elements. The viewer can infer through
visual cues that DuPont Pioneer is a modern yet approachable company.
The copy evokes an emotional response from the viewers by introducing
an increasingly relevant issue of a growing population in stark contrast
to the availability of farmable land. This message will resonate with the
target market, North American middle class family decision-makers, for
they have children they must provide for.
The advertisement features the campaign’s tagline to promote
consistency. Our main concern is to establish the company in a
new position rather than actively seek new clients. The ad provides
an accessible introduction to the reasons behind progressive food
production techniques. A call-to-action is located at the bottom of the
page directing the viewer to the official Pioneer website.
Placements for this advertisement will be purchases in magazines such
as Parents. According to Parents’ media kit, 81% of its audience is made
up of parents in the 18-49 age range. Parents has a circulation of two
million monthly subscribers in the United States. This makes a placement
in Parents a strategic publication for targeting decision makers in a big way.
9
14. 9
BLOGGER BRUNCH + TOUR
DuPont Pioneer will host an event for key influencers at its
headquarters in Johnston, IA. The event will include a lunch and tour for
bloggers and other digital opinion leaders that in turn influence family
decision-makers. An invitation will be extended to:
MOMMY BLOGGERS
Brooke of modernmom.com
Amber of easygreenmom.com
Amy of resourcefulmommy.com
Megan of housewifeonamission.com
Jenny of themidwestmom.com
Joy of ohjoy.blogs.com
Naomi of lovetaza.com
Jordan of www.ohhappyday.com
HEALTHY LIFESTYLE &
SUSTAINABILITY BLOGGERS
Author of fromgatetoplate.com
Alexisofmissconsciousconsumer.com
Jennifer of ecowarriorprincess.net
FOOD BLOGGERS
Cristen of foodandswine.com
Ally of sweetandsavoryfood.com
Grant & Amy of iowafoodie.com
Kristen of iowagirleats.com
Monica of citygirlcountrylifeiowa
blogspot.com
Katie of chocolatecoveredkatie.com
OTHER WEB OR SOCIAL LEADERS
Buzzfeed editors
Spoon University editors
Allrecipe editors
Jen of @JenAndSustain and
@SustranaTalks
11
15. Ideally, Pioneer will anticipate a group of about 30
bloggers and opinion leaders. The event will begin in
the morning with a continental breakfast where they
will be welcomed by a marketing representative. The
Visitor and Stakeholder Outreach department will
then take attendees on a tour of the DuPont Pioneer
facilities. Attendees will be split up into two groups
for a conversational-style tour, which will include
the research labs, greenhouses, and seed treatment
facilities. Weather permitting, the tour may include a
stop at the outdoor corn and bean field plots.
After the tour, a lunch will be provided on campus.
Attendees will sit in round tables of 6 or 8. Each table
will have one DuPont Pioneer representative, either
an agronomist or account manager, in addition to
an independent farmer. The diverse backgrounds of
these individuals will promote discussion and different
perspectives. Pioneer representatives will prompt
discussion at their individual tables about sustainability,
GMOs, and safety. They will be given discussion
topics beforehand and will be requested to facilitate
discussion. After an allotted time, a DuPont Pioneer
sustainability manager will unite the group in discussion
with a video and a presentation on sustainability.
Upon departure, attendees will receive a token of
appreciation for their time and sustainability efforts.
Each attendee will be given a customized envelope
containing a thank-you card and a refrigerator magnet
pictured on page 13.
SCHEDULE OF EVENTS
7:45am - 8:15am
Registration and Breakfast
8:30am - 8:45am
Welcomed by Marketing Representative
9:00am - 11:15am
Tour of Facilities by Visitor Services
11:30am -12:00pm
Break, Lunch, Discussion at Tables
12:00pm - 1:00pm
It’s In Our Roots: Sustainability
Sustainability Director
SPEAKER PRESENTATION OUTLINE
Introduction
Brief discussion of environmental
stewardship mission
Stewardship and sustainability video
Mission to feed the world
Increasing population, shrinking farmland
Social responsibility to produce more
effective methods to grow food
Stewardship discussion
Open up to large group: discuss
importance of sustainability
Who had good answers to discussion
questions
Pioneer and Sustainability
Sustainability report
Sustainability efforts
Question and Answer
Attendees, farmers and reps can ask
remaining questions about sustainability
Conclusion
TABLE DISCUSSION QUESTIONS
What does sustainability mean to you?
What steps can individuals take for a more
sustainable lifestyle?
How can a company be sustainable?
Why is sustainability important?
What can Pioneer do to get others involved in its
sustainability mission?
BLOGGER BRUNCH + TOUR
12
16. WE’re ALL EARS.
It’s IN OURIt’s IN OUR
ROOTS
Ms. Brooke Burke,
Thank you for joining us today at the
Blogger Brunch. DuPont Pioneer recognizes
how important sustainability is for a healthy
future. We’re so glad you’ve chosen to
partner with us on this very important
mission! Together, we can be make a
difference in how we feed our planet.
Thank you for helping us perfect what lies
in the ground, for what lies ahead. Feel
free to reach out if you have any further
questions!
Sincerely,
Kelly Peterson
Sustainability Director
DuPont Pioneer
7000 NW 62nd Ave
Johnston, IA
50131
THANK YOU NOTE COPY
Mrs. Blogger Name,
Thank you for joining us at DuPont
Pioneer’sBlogger Lunch, part of the “In
Our Roots” campaign. DuPont Pioneer
recognizes how important sustainability is
for a healthy future. We’re so glad you’ve
chosen to partner with us on this very
important mission! Together, we can be
make a difference in how we feed our planet.
Thank you for helping us perfect what lies in
the ground, for what lies ahead. If you have
any further question, please reach out!
Sincerely,
Kelly Peterson
Sustainability Director
DuPont Pioneer
BLOGGER BRUNCH + TOUR
13
17. This event will allow DuPont Pioneer to leverage the massive influence of mommy bloggers and other digital
opinion leaders to ultimately educate family decision-makers.
Studies show that family decision-makers are embracing new methods of information gathering. Kids Today
reported that 62% of moms surveyed regularly read parenting blogs.7
The same article cited a study that
found 61% of moms have made a purchase based on recommendations from a blog. Now more than ever,
blogs are an effective way to reach family decision-makers and influence their behavior, particularly when
they are seeking out information on the web.
It is also important to consider a specific segment of this audience: millennials. In 2015, the oldest
millennials are about 32 years old and of parenting age. They make up a significant segment of the target
audience for this campaign. Researchers have found that as a generation, millennials are known for being
hard to advertise to. Forbes reported that millennials are more likely to be skeptical of advertisements and
that only 1% of millennials said that a compelling ad would make them trust a brand more.8
This is because
millennials value authenticity over content, and they feel that advertisements are not trustworthy sources of
information.
Authenticity is one of the reasons mom bloggers resonate with this audience. Moms tend to trust other
moms for advice, so mom bloggers that have first-hand experiences with certain products or brands are
highly influential. In 2012, Forbes reported that the top 15 mom bloggers influenced more people than the
New York Times. Some of these blogs have a massive following, and if leveraged correctly, will educate the
target audience significantly more than advertising alone.
The tour will teach visitors about the research process as it makes stops in research labs, greenhouses, and
field plots. This will allow visitors to become more familiar with the process and the company as a whole.
The tour will also create a two-way dialogue between Pioneer representatives and the key influencers,
allowing them to ask questions when necessary. By openly inviting visitors into its facilities, DuPont Pioneer
will be perceived as transparent and honest, especially in relation to its competitors.
The lunch following the tour will provide an opportunity for a debriefing and further discussion. Conversation
stimulated by the Pioneer representative will provide a variety of perspectives on the importance of
sustainability and the different ways it can be pursued. By having a farmer at the table, the attendees will
be able to make a personal connection with the individuals who make the decision to produce food in a
sustainable manner. Bloggers and opinion leaders will leave the event with a better knowledge of how
DuPont Pioneer is working to build a sustainable future.
The two takeaway items, thank you note and refrigerator magnet, will serve as reminders of the conversation
held at the event. If the attendees place the magnet on their fridges, they will constantly be reminded of
Pioneer’s sustainability mission. As a result, they will internalize the messages from the event and share
them with their followers. By educating the key influencers of family decision-makers, Pioneer will educate
the family decision-makers themselves.
SOURCES
7
Nickell, S. (2013, May 1). Moms Turn to Blogs for Product News, Advice. Kids Today, 18-19.
8
Schwabel, D. (2015, January 20). 10 New Findings About The Millennial Consumer. Retrieved December 9, 2015, from http://www.
forbes.com/sites/danschawbel/2015/01/20/10-new-findings-about-the-millennial-consumer/
14
BLOGGER BRUNCH + TOUR
18. 13
SHARE THE YUM
SHARE THE YUM
DuPont Pioneer will expand its
presence at the Iowa State Fair
through “DuPont Pioneer Presents:
Share the Yum,” an interactive,
kid-friendly activity. Children ages
2-8 will have the opportunity to
plant a seed and donate it a local
community garden, giving them
a hands-on experience in fighting
food insecurity.
IMAGE COMPATIBILITY
“DuPont Pioneer Presents: Share
the Yum” is compatible with
DuPont’s existing marketing
and branding efforts. The brand
currently ranks as a Blue Ribbon
sponsor through its support of
“Little Hands on the Farm,” an
interactive children’s activity
that focuses on the importance
of agriculture in our daily lives.
“DuPont Pioneer: Share the Yum”
serves as a strategic partner to this
fairground presence by expanding
on its messaging to raise
awareness about food insecurity.
AGENDA
• After going through the “Little
Hands on the Farm” interactive
exhibit, kids will be asked to put
their new skills to the test to help
others. They will select a seed to
plant in a small biodegradable
planter. They’ll decorate a
popsicle stick with their name
and stick it in.
• Instead of keeping their little
plant, kids have the option to
donate their little plant to a local
community garden to do their
part in fighting food insecurity.
• Families will be encouraged to
share photos of the event on
social media with the hashtag
#ISFShareTheYum to raise
awareness about food insecurity.
• Biodegradable pots will be
planted in a plot purchased by
DuPont Pioneer in the Eat Greater
Des Moines’ Franklin Community
Garden. Plots cost $25.9
• Produce will be harvested and
donated to local Des Moines food
pantries to fight food insecurity.
15
SOURCES
9
http://www.feedingamerica.org/hunger-in-america/impact-of-hunger/hunger-and-poverty/hunger-
and-poverty-fact-sheet.html?referrer=https://www.google.com/
19. TARGET MARKET ADVANTAGE
Taking our campaign to the Iowa State Fair audience puts
DuPont Pioneer’s messaging in front of over a million
fairgoers. This year’s Fair reached a record-breaking
attendance of 1,117,398 attendees. This massive audience
is largely made up of our campaign’s specific target
market. Increasing DuPont Pioneer’s interaction at the
Fair dramatically amps up our campaign’s exposure to
family decision makers and provides an on-site, interactive
element to everyday consumers.
The Iowa State Fair largely attracts families to its
fairgrounds making it a ripe venue for reaching family
decision makers. Most attendees are married and many
have to make decisions about food that will affect their
children. A heartwarming and conversational approach
makes the complex issues surrounding GMO’s accessible to
these average consumers who are seeking information.
SOURCES
10
www.feedingamerica.org/hunger-in-america/impact-of-hunger/hunger-and-poverty/hunger-and-poverty-fact-sheet.
html?referrer=https://www.google.com/
11
www.generalagronomics.com/decline-of-arable-land/
12
www.prb.org/Publications/Lesson-Plans/HumanPopulation/PopulationGrowth.aspx
13
http://www.iowastatefair.org/upl/downloads/library/2015-sponsorship-brochure-july.pdf
49% Female
51% Male
23% Small City
24% Small Town
53% Large City
83% of fairgoers
are married
39% have one or
more kids
MESSAGING
Even though many of us are lucky enough to not have to
worry about having food on our plate – food security is a
real problem that too often goes unnoticed. Signage and
materials in the activity area will provide information about
the instability of resources and how it is affecting our
growing population.
Sample statistics include:
High performing crops are needed to help the 17.4 million
U.S. households that don’t have the resources they need to
live a healthy life.10
In the 1950’s, there was acre of farmable land per person in
the world. Now there is only half an acre per person.11
By 2050, the global population is expected to grow to over 9
billion people.12
This messaging shows families that we need to continue
our legacy of innovation to feed humanity’s growing
population. This focus creates a tangible, lasting effect on
kids and families to impress the importance of addressing
food insecurity.
EXPANSION
This approach can be brought to
a nationwide scale after testing
“DuPont Pioneer Presents: Share the
Yum” at the Iowa State Fair. Based
on the “Little Hand on the Farm”
model, we know that interactive
exhibitions for children at state
fairs have gained traction across
the country. We would expand our
reach to the country’s biggest big
fair in Texas and to the Minnesota
State Fair to continue to spread
our messaging nationally to family
decision makers.
SHARE THE YUM
16
statefairstats
13
20. What was your role in marketing Iowa’s State Fair?
I was an intern in their marketing department. Some of my main jobs included:
managing the website and updating it daily, writing press releases, coordinating
outreach events (like setting up booths at the Des Moines and Valley Junction Farmers
Market), and writing copy for our mobile apps. I also compiled the Daily Program for
2015, the fair’s largest publication. It was a giant list that has every event going on
every day of the fair. I also did some various clerical work, and helped film (and star in)
the TV commercials.
Who were your efforts targeting?
Our main target was Iowans, mainly central Iowans, But we also had ads and TV/
Radio spots in the Omaha area. With it being the fair, many fairgoers come out
of tradition, and we try to remind and uphold that sense of familial tradition and
atmosphere.
What benefits do you think brands have in having a presence at the fair?
Millions of people come the fair each year, and this past year was the highest recorded
attendance in history. I think just having a booth or some presence at the fair is a
fantastic way to make your company visible and known. It also makes your brand
seen like a caring family brand, since that is the fair.
What were some of the most innovative and engaging brand experiences at the fair?
The VI building is filled with hundreds of consumer displays, and many companies
offered interactive experiences with their products. I remember one company offered
fairgoers the chance to lay in this water massage-type thing. It looked like a tanning
bed, and you lay down, and close top, and got a Aquamassage. Pretty cool.
What kind of brand experiences received the most social media engagement?
Drake University had good engagement during Drake Day of the fair. A lot of alumni
were posting about it and tagging us in it. Same goes with DMU. In terms of our social
media engagement, our Butter Cow tweets had significant engagement.
TOM SCEARCE
Iowa State Fair Marketing Intern
SHARE THE YUM
17
21. TAKEAWAYS
Brand Building
A partnership with the State Fair can go along way in making a brand seem warm and friendly to consumers.
The fair’s status as a local staple carries a certain fuzzy nostalgia. The GMO sector can really benefit from
this positive connotation, making this an enviable venue for consumer relations. Scearce’s comments also
prove that the State Fair’s marketing tactics specifically target families. This makes the fairgrounds a great
place for reaching family decision makers.
Interactivity
Scearce also touches on interactive brand experiences at the fair gaining a lot of traction with consumers.
Crafting an activity that is hands-on and unique can really make an impression on audiences. Making this
activity social-media friendly can also help to raise awareness. The Iowa State Fair tagged almost all of their
tweets with #ISF2015 to congregate information and drive followers to the @ISF_ButterCow account. This
provided trackable results that shed light on what attendees were interested in and sought out from the fair.
Integrating a hashtag into our campaign reaps the same benefits for DuPont Pioneer. It allows us to shape a
conversation and gives average consumers a way to get involved in the story.
SHARE THE YUM
18
22. 17
CAMPAIGN BUDGET
19
description rate # hours charge
RESEARCH
Brainstorming + Research by Team
Media placement for ads
Industry & Monsanto Research
ACCOUNT PLANNING
Budgeting and setting up plans for campaign
Workforce for designing creative media
Workforce for copywriting media
MEDIA PLANNING
Pre-production and copywriting
Creative design for print advertisement
print advertisement
blogger brunch
Blogger Brunch event planning
Creative design for magnet and thank-you letter
share the yum
Share the Yum event planning
$225
$200
$200
11
3
2
$2,475
$600
$400
$200
$225
$225
11
8
7
$2,200
$1,800
$1,575
$250
$255
2
3
$500
$675
$200
$255
2
1
$200
$255
$200 2 $400
ESTIMATED TOTAL: $11,080
23. CONTACT US
Project Manager, Kassandra Chesire
kassandra.chesire@drake.edu
Graphic Designer, Paityn Langley
paityn.langley@drake.edu
Copy Writer, Katherine Rousonelos
katherine.rousonelos@drake.edu
CONCLUSION
“It’s In Our Roots” provides a cohesive marketing campaign guided by a deep dive into industry
backgrounding and competitor analysis. Our blogger tour strategically gets our messaging to
influencers that have the power to spread information to our target market. “DuPont Pioneer
Presents: Share the Yum” targets consumers in the friendly environment of the State Fair to
create a personal connection and promote education. The campaign’s print ad will connect
with our target through the widespread reach of Parents.
“It’s In Our Roots” produces results by owning DuPont Pioneer’s accessible reputation to share
messaging that focuses on sustainable means of feeding our growing global population.
