Farm Credit unveils first national awareness campaign

DENVER: Farm Credit, which provides financial services to farmers and ranchers in the US, launched a nationwide communications program to collectively define the organization.

DENVER: Farm Credit, which provides financial services to farmers and ranchers in the US, launched a nationwide communications program to collectively define the organization.

Farm Credit is 94 years old and made up of financial organizations that work locally in rural counties across the US. Each retail association is individually named and branded, but "there has never been a coordinated effort to communicate on behalf of all of the organizations as a whole," said Leigh Picchetti, VP of national PR for Farm Credit.

The organization's goals are to increase awareness of Farm Credit, increase media coverage, and build its national corporate contributions program, Picchetti added.

Working with the Denver office of AOR InView Communications, Farm Credit officially launched FarmCredit.com last week at the Agricultural Media Summit in St. Paul, MN. The organization is reaching out to current and potential customers and investors through trade outlets such as Successful Farming, as well as mainstream media outlets including The Wall Street Journal and The New York Times.

Online, Farm Credit is using Facebook and Twitter and its new website has videos, photos, information about grants and loans, and other resources.

"This is a fully integrated communications program for the national Farm Credit system," Picchetti said, "so it includes everything from trying to create a more consistent brand with graphics, logos and a new tagline, to helping people understand at the national level what this system is."

The communications plan also includes crisis planning, providing subject matter experts to the media, and internal communications.

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