Figure 2: Audience Segmentation

We also developed a strategy for capturing audience information. When a user clicks on — the campaign’s landing page— from a social media channel, Land.US collects demographic data about that person (marital status, location, age, parental status, etc.) that’s connected to their socia l media profile. We then share this data with Prairie View’s Cooperative Extension Program so that it can better understand and communicate with this audience in the future. We collect the email address of the users who download the Pollinator Prep Guide, so Prairie View can follow up with this audience with supplemental resources.

Creating the Campaign

With our audience defined and a plan for reaching them, the next step was to develop the centerpiece for the campaign, the Pollinator Prep Guide, and the promotions that would drive people to the guide.

Prairie View’s lead pollinator content expert, Nathan Hermond, and NPSEC’s creative director for communications, Kara Maddox, created social media posts and stories for Facebook, Instagram, and Twitter. Kara wrote the radio scripts, and Blackhawk Audio produced the radio spots. Kara, Nathan, and the Land.US team created the targeted web ads, and Learfield IMG published these ads on its college sports networks.

Listen and View our Messages below:


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