Paulsen Rolls Out New BIO-MOS® Campaign for Alltech, Inc.
April 1, 2017
April 1, 2017
Alltech Inc., Lexington, Ky., looked to Paulsen to develop and implement a new multi-media campaign for their flagship product BIO-MOS®. The agency worked closely with Alltech representatives to plan and create separate campaigns targeted to beef and dairy producers throughout the U.S. demonstrating the nutritional and health benefits of BIO-MOS.
For the beef version of the campaign, this year’s National Cattlemen’s Beef Association (NCBA) annual convention and trade show was the focal point for the launch. Using the campaign theme “My Cattle. My Legacy. My BIO-MOS”, numerous tactics were employed to communicate the BIO-MOS message. Direct mail, print ads, digital ads and articles, a Calf Immunity Forum”] and interviews on NCBA’s “Cattlemen to Cattlemen” were part of the rollout. In addition, Alltech’s BIO-MOS experts were interviewed on RFD TV’s live broadcasts from the convention, held at the Gaylord Opryland in Nashville, Tenn.
A unique signage program, using light poles located throughout the Opryland Hotel, invited convention attendees to the Calf Immunity Forum. These banners provided a great deal of exposure for the BIO-MOS brand and invited traffic to the trade show exhibit for interaction with Alltech representatives.
Agency representatives Sara Steever, president, Kacey Herrmann, account coordinator, Anshu Chandra, digital project manager and Greg Guse, EVP, industry analyst, attended the NCBA annual convention to work with Alltech representatives Justin Ellis and Brian Lawless in coordinating all elements of the campaign.
“We thoroughly enjoyed the opportunity to work with Alltech in developing and managing this campaign,” said Steever. “It was truly a team effort involving the creative, media, public relations and account management aspects of our agency along with Alltech marketing representatives. I’m very proud of our efforts and certainly appreciate Alltech’s confidence in our agency.”
The BIO-MOS beef and dairy industry campaigns continue through the first half of 2017.