Spending Smarter on Technology & Media

75+ Year Family Farmers of Mint

Over the course of 75 years, this mint manufacturer grew from a small family farm to a nationwide industry mint leader.

Challenge

As farming technologies evolve, so does the marketing landscape. For most of its history, the company put most of its marketing budget into paid media — broadcast, and other traditional channels. But new product launches were either outdated or untimely, with very little return on investment. The brand needed to reach a younger, content driven generation of customers, and to limit overhead expenses for campaigns.

Solution

UniMinds first step was to get all departments, and family “Head Of Farms” involved.

UniMinds creative and technology groups partnered with the company’s partners. Together they mapped the media campaign process and reduced the number of family members involved to a lean think-tank group.

UniMinds constructed a new content marketing and campaign portal that brought all groups together in one common space. It allowed them to create stories to capture reader interest. The content-driven websites were created, each groups were assigned quarterly duties, and campaigns on both print and digital were put into motion. UniMinds utilized their publications and partners publications to simulcast their content.

Impact

Portal created a “Full View” for each team member instilling a Team environment
Quarterly campaigns were voted on, making the decision process 100% more efficient.
Content driven website articles caused a 90% increase in non-organic traffic producing more sales.
Raised over $180,000 USD of online product purchases within a 4 month period.