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Golden wheat stalks sway against a dark, stormy sky. The contrast between the illuminated wheat and the ominous clouds creates a dramatic, atmospheric scene.

Strengthening Community Connections Through Chapter Engagement 

A national campaign that turned local pride into action, this initiative reimagined chapter engagement by uniting communities, amplifying grassroots support, and strengthening sponsor relationships through a friendly, digital-first competition.

Impact

Engaging chapter members had long been a strong suit for this educational and support organisation. However, the challenge had shifted — it now sought to reinvigorate its connection with local communities and deepen engagement with a prominent national sponsor. 

Industry

Agriculture

Problem space

Channel Engagement

Services

Communication

Rewards

Technology

Custom Site

Objectives

To foster grassroots support and elevate partner visibility, the organisation introduced a friendly competition among its local chapters — a strategy designed to ignite community involvement and collaboration.

The Solution

BI WORLDWIDE launched a dynamic online contest that rallied chapters across the country. Each chapter encouraged local farmers to visit the campaign website, register, and cast a vote for their local group. The site featured: 

  • An interactive map to track real-time standings 
  • A leaderboard highlighting top-performing chapters 
  • A toolkit with promotional resources to amplify community outreach 
  • A custom instructional video produced in partnership with the national sponsor 

The Impact 

In just 50 days, the campaign met its engagement goals — and exceeded expectations. Thousands of farmers participated, generating significant traffic and visibility. On average, visitors spent over six minutes on the site, building meaningful connections with both the organisation and the sponsor’s brand.

The program also unlocked powerful public relations opportunities, as the announcement of winning chapters created positive exposure for all stakeholders involved. 

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