Jones and Thomas Creates Compelling Customer Service Campaign for ADM
ADM
Customer Communications Campaign
Situation
For many years, Jones and Thomas helped establish Archer Daniels Midland Company (ADM) as one of the world’s premier food ingredient corporations. However, because of that success ADM was in danger of being perceived as a large, faceless corporation, too uncaring to deal with smaller customers.
Primary Goal
Create a compelling marketing campaign that focused on the customer service provided by ADM.
Marketing Solution
The first step was to develop the key message for the campaign: “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 words expressed the value that ADM and its employees place on serving their customers. To personalize ADM, we united consumer images and engaging copy to establish a unique dialogue between ADM and its customers. The campaign execution was fully integrated:
- An internal packet informed ADM’s employees of the new marketing effort.
- Print ads and pre-printed inserts reached a variety of market segments.
- Electronic media included a dedicated web site, webinars, and banner ads.
- Direct mail and premiums were targeted to customers and potential customers.
- By-invitation-only, on-site seminars showcased ADM’s R&D and technical support.
Highlights
Created a campaign focused on customer service
Developed the key message for the campaign
Established a unique dialogue between ADM and its customers
Services
Creative strategy and planning, campaign development, direct mail, internal communications, web site development, digital marketing, interactive CD/DVD development, media placement, premium development