THE CHALLENGE:
A diverse cooperative, scattered engagement
Farm Credit East serves a diverse set of member-owners with different needs, cycles, and channels. The marketing team needed a clear plan to focus limited resources, sharpen targeting, and raise engagement across email, web, and social without losing the cooperative voice.
THE GOAL: Clarity on who to reach and how to reach them
OUR APPROACH: Strategy, Structure, and Signals
We started with discovery and moved quickly to a working plan the team could execute.
- Discovery & audit
Stakeholder interviews, review of current campaigns, CRM and email performance audit, and a quick VOC scan. - ICP & segmentation
Primary ICP defined using firmographics, production cycles, advisory/credit needs, and digital behavior. - Messaging framework
Clear value props, proof points, and offers per segment and lifecycle stage. - Email strategy development
List hygiene, preferences, frequency guardrails, core programs, modular templates, and A/B tests. - Channel roadmap
Quarterly plan linking email, web, field outreach, and retargeting with clear owners and cadence.
The Results
Cleaner audience definition that reduced list bloat and improved targeting quality
More relevant emails for priority segments, with stronger engagement signals
Shared calendar and process that sped up campaign production and approvals
“White City quickly understood our unique audience and developed a marketing roadmap that drove engagement across channels.”
— VP Marketing, Farm Credit East
Why This Worked
The plan started with member needs and seasonal cycles, not channels. It was small enough to run immediately, aligned to existing tools, and built measurement into the process so wins were visible and repeatable.
Think Your Marketing Could Be Working Smarter?
If your email strategy feels generic or your results are flat, let’s build a practical roadmap your team can run now and scale as you go.