Usda National Agricultural Statistics Service Information (Nass) 2022 Census Of Agriculture Marketing/Promotion Campaign

About Project

Once every five years, USDA NASS conducts the Census of Agriculture, which measures a count of United States farms and ranches. The Census evaluates land use, ownership, producer demographics, production process and more — influencing decisions that will shape the future of America’s agricultural industries. NASS turned to Sage to amplify outreach to farmers, ranchers and producers, encouraging them to participate in the 2022 Census of Agriculture.

Sage analyzed general audience research, reviewed analytics and work products from prior research, and compared the master plans for previous Ag Census efforts against current objectives — all in an effort to inform a comprehensive communications plan for 2022. From that communications plan, Sage developed a hierarchy of messaging and audience segments, as well as tactics such as storytelling, radio and podcast segments, print and digital media, industry media pitches, and paid and organic social media campaigns. We developed the campaign narrative theme, “The Ag Census counts because…” featuring personal quotes from farmers, ranchers and industry professionals, and amplified that message through a series of creative assets. Sage continues to support NASS’s Ag Census planning efforts with paid media management, partner engagement, influencer outreach, additional creative executions and trainings for NASS stakeholders through 2023.