Arkansas Soybean Month Promotion
The Communications Group partnered with the Arkansas Soybean Promotion Board to develop a consumer-focused campaign for Soybean Month. By leveraging the Governor’s proclamation and strategically targeting health-conscious audiences, the campaign achieved statewide recognition and record-breaking engagement.
History
The Arkansas Soybean Promotion Board (ASPB) represents the largest row crop in Arkansas, with over 3 million acres planted annually and a $2 billion economic impact. Despite the Governor of Arkansas proclaiming November as Soybean Month each year, the event struggled to capture public attention or adequately highlight the industry’s contributions. The ASPB turned to The Communications Group to develop a more impactful public relations strategy to elevate the month’s significance and effectively promote the soybean industry to a broader audience.
The Challenge
Past Soybean Month efforts were limited to a single press release and basic promotional efforts targeting business audiences, leaving the general public largely uninformed. ASPB needed a new strategy to expand outreach and generate meaningful engagement with health-conscious consumers and food industry professionals.
The Solution
ComGroup conducted internal research to identify opportunities for improvement and shifted focus toward a consumer-oriented strategy. This involved:
- Developing compelling content emphasizing soybeans' nutritional benefits and economic contributions.
- Targeting community-based publications and nontraditional media outlets to broaden the message’s reach.
- Leveraging the Governor’s proclamation as a foundational moment to create buzz and frame a month-long promotional campaign.
- Creating ready-to-publish materials for media partners, including graphics, images, and social media content tailored to consumer audiences.
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The Results
The Arkansas Soybean Month campaign exceeded expectations, delivering one of the most successful media efforts in ASPB’s history. With over 11 news stories published across local and statewide outlets, the campaign significantly increased awareness of soybeans’ economic and nutritional contributions. The combined efforts generated more than 2 million potential impressions, effectively reaching both health-conscious consumers and food industry professionals. By creating a more consumer-focused strategy and leveraging the Governor’s proclamation, ASPB not only elevated Soybean Month but also set a new standard for future promotional efforts.
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