About
The Client
For nearly 100 years, PRFC has supported local agriculture and rural living in Puerto Rico by serving their business and home financing needs.
Challenge
Help PRFC celebrate its 100 anniversary as a financial institution in Puerto Rico by sending a message of inspiration and motivation to the agricultural industry.
Approach
Goal
Position PRFC as an expert leader in financing for audiences who are not yet familiar with the brand and enhance its image among prospects, customers and allies.
Strategy
Increase PRFC’s brand awareness by showcasing its 100-year experience, sharing stakeholders’ stories. Strengthen PRFC’s position as a thought leader in the financial and agricultural industries.
Target Audience
Current customers and prospects, investors, board of directors and company employees.
Work
- Created campaign slogan: “Empowering the Agroboricua Dream.”
- Created logo and image for the campaign based on the client’s brand.
- Published brand message via a variety of digital and traditional media channels.
- Capitalized on social media organically and through paid campaigns.
- Developed a landing page exclusively for the campaign, which told the 100-year story, gathered customer testimonials, and generated leads.
- Used state-of-the-art soft platforms: WordPress, HubSpot and LookerStudio.
Tactics & Results
Reach
Achieved greater reach than expected during six-month campaign:
- More than 4.2 million media reach: printed, digital, social media and radio
- More than 15,000 visitors to the landing page
- More than 18% open rate in email campaigns
- About 44,000 views on YouTube
- Six customer’s testimonials
Tactics & Results
Leads
- Generated 40 leads even though this was a positioning campaign