Following my graduation from the University of Missouri School of Journalism this past May, I was accepted into the Launchpad Internship Program conducted by HLK, a St. Louis-based advertising and digital marketing agency that connects creativity and technology through data-based insights. Over the course of six weeks and with a team of five other interns, we executed two projects for two clients –– agricultural seed brand Channel and luxury cabinetry company MasterBrand (Diamond) Cabinets.

Account Manager | Emily Stisser Account Planner | Madeline Nichols Content Strategist | Me!

Media Strategist | Erica Klenke Copywriter | Jamie Gordon Art Director | Anel Mehmedovic

Brand Situation

Channel is a national seed brand delivering high-touch service and quality seed directly to farmers by offering expert advice, customized service, and elite seed products via the craft of Channel Seedsmanship. As a young brand growing its Seedsman workforce, Channel needed an aggressive approach to recruitment.

Their competitors vie for the same pool of talent, which means Channel’s campaign had to drive increased interest and recruitment of new Seedsmen by positioning Channel as an entrepreneurial business opportunity, illustrate to new talent that Channel has the most lucrative offerings compared to competitors, and create a promotional, conversion-driven campaign to acquire 70 new Channel Seedsman and 120 website conversions by driving prospects to fill out a form to submit more information.

The Brief: Get / Who / To / By

GET: Dealers who feel their business has plateaued AND dealers who are young entrepreneurs

WHO: Want to grow their sales AND want to have their own business

TO: Recognize Channel as a breath of fresh air

BY: Showing how Channel does things differently than larger, more established seed brands

Brand Situation

MasterBrand is one of the largest cabinet manufacturers in North America with a breadth of brands ranging from ready to ship to high-end cabinets. Diamond is one of 14 brands in MasterBrand’s portfolio and offers stylish, versatile solutions that function intuitively as an extension of how you live your life. While COVID-19 continues to disrupt the global supply chain, home improvement projects are being set back months on end. Shortages of parts and raw materials, labor, and shipping delays have taken a toll on Diamond's ability to deliver on a significant part of its brand promise: providing quick, on-time delivery to its customers. Diamond was seeking an outreach campaign that would improve current customers’ brand satisfaction throughout long lead times.

The Brief: Get / Who / To / By

GET: Mid-career working families of four

WHO: Have enough disposable income to not only renovate their kitchen but to spend on reliable cabinets

TO: Recognize Diamond as their family’s grounding structure during times of uncertainty and limbo

BY: Showing how Diamond can ease customers through any extra wait time