Case Studies
ADM Corporate Communications Campaign (C3)
Situation:
For many years, Jones and Thomas has helped establish Archer Daniels Midland Company (ADM) as one of the premier corporations in the world. However, as a result of that success, ADM was in danger of being perceived as a large, faceless corporation.
Primary Goal:
Create sophisticated and compelling marketing that reflected the importance of its people, products, and services to the international marketplace.
Marketing Solution:
We worked in conjunction with ADM's Corporate Marketing Department to develop the first phase of the campaign, the key message: "For customers around the world, ADM draws on its resources—its people, products, and market perspective—to help them meet today's consumer demands and envision tomorrow's needs." These simple yet powerful words express the value ADM places on serving its customers—and the vital role its employees play in meeting customers' needs.
However, we understood this message would not be effective unless the creative execution was both captivating and meaningful. To avoid a stagnant, corporate tone, we united consumer images and engaging copy to create a unique dialogue between ADM and its customers.
Before the external campaign launched, Jones and Thomas created an internal communications packet to motivate and inform ADM's employees of the new marketing efforts. This packet included a booklet, CD, and mouse pad to reinforce the C3 message.
The message was communicated in many different ways:
- Print advertisements were placed in select trade publications throughout the U.S. and Europe. The campaign was launched in numerous market segments, including food processing, baked goods, candy and confectionery, beverages, snacks, and more.
- admworld.com/resourceful shows customers how ADM's people, products, and services can work for them. The site features detailed case studies, Advantage WebinarsSM, links to detailed product information, in-depth market research, and more.
- Banner ads on food industry web sites worldwide give busy customers a glimpse into ADM's customer focus and key messaging. Each banner links to admworld.com/resourceful
- Select customers were sent a wall/desk calendar through a direct mailing from ADM Corporate Marketing on behalf of the sales team. Each month of the calendar features a different application area, highlighting ADM's capabilities and products.
- In addition, calendars, magic cubes, and mouse pads were automatically shipped to select industry trade shows for distribution to potential customers at ADM's booths.
