Ridley Block Operations

Upgrading digital branding and marketing.

Ridley, a longtime Paulsen client, manufactures and markets block and loose animal feed and mineral supplements under a variety of highly recognized brand names.

Recently, we helped Ridley upgrade its digital presence with brand websites, a beef body score app, media planning and our proprietary Marketing Intelligence Program.

New and updated websites include:

These sites are now mobile-friendly, organized for improved user experience and easy to update with a single administrative platform for all sites.

The Beef Body Condition Score app gives producers a convenient way to track both cattle and pastures.

Producers can photograph a cow, enter the ear tag and optionally assign it to a pasture. Photos can be compared to reference images provided for each score. The app also allows users to organize and track cows individually or by pasture, view statistics on animals and pastures over time and export data in CSV format via email.

The CRYSTALYX® Block Blog is a cattle nutrition industry mainstay where Ridley nutritionists share valuable information for livestock producers.

Paulsen helped Ridley extend the Block Blog by creating the Block Talk Podcast. It allows producers to access additional technical expertise by listening to the audio program at their convenience.

The podcast allows Ridley to provide another level of animal health, nutrition and performance information to livestock producers.

Ridley used Paulsen’s exclusive Marketing Intelligence Program to refine messaging and media strategy. For example, we found that educational messaging, in the form of content placement, performed better with beef producers than branding and awareness pieces. Paulsen’s media department provided valuable information and new opportunities to build Ridley’s audience and increase engagement.

More Work

American Rambouillet Sheep Breeders Association

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