FCCS Case Study
A transformational marketing burst was sparked at FCCS (Farm Credit Council Services) in 2013 when multiple clients communicated an urgent need for stronger human talent and broader technical support. FCCS’s mission, when established in 1975, was to help primarily ag-related entities improve operations, manage risk, and strengthen governance. Both the world and the workplace, however, had experienced seismic shifts over FCCS’ first 40 years of service. Responding to these far greater client demands meant FCCS must push its boundaries and its budgets.
My selection as Marketing and Communications Director in 2013 was a strategic hire for that initiative, given my experience in targeted messaging for all channels of media and a track record of goals met and exceeded. My promotion to Vice President (2016) and then Senior Vice President (2024) speaks directly to decisions I made independently and in close collaboration with other officers, staff and stakeholders.
During those 13 years of progress, I led or contributed significantly to these efforts.
A comprehensive rebrand of FCCS. Took the opportunity to reposition the brand to increase engagement during the pandemic downturn.
Branding of experiential events.
Led the development and branding of FCCS Leadership Experiences, four destination learning programs.
Launch of the Accelerate Center.
Created a hub to showcase the myriad of events, programs, and experiences powered by FCCS.
Creation of flagship newsletter.
Crafted content for a monthly communication that positioned FCCS as a trusted thought-leader.
Creation of the first FCCS podcast.
Built the Forward Thinking podcast, hosted, sourced speakers, and led the conversation for 85+ episodes.
Revived a waning affinity program. Hired a dynamic lead and rebranded a stagnating program, resulting in an increased revenue stream.
More about the Forward Thinking podcast.
85 episodes | 31,087 listeners
5 Stars on Apple Podcasts
The Forward Thinking Podcast – A Strategic Business Initiative
Recognizing the opportunity to expand FCCS's thought leadership following the organization's rebrand in 2020, I spearheaded the creation of the Forward Thinking Podcast as a cornerstone of our content marketing strategy.
From concept to launch, I researched emerging podcast technologies, evaluated production partners, selected recording and distribution platforms, and developed the operational processes necessary to produce a professional, high-quality program.
Beyond serving as host, I led the strategic vision for the podcast—developing the editorial calendar, identifying topics aligned with organizational priorities, recruiting guests, and integrating episodes into broader marketing campaigns.
The podcast evolved into a powerful business development and brand-building tool, amplifying the expertise of FCCS consultants, promoting conferences and programs, strengthening partner relationships, and positioning FCCS as a trusted voice on leadership, governance, succession planning, organizational effectiveness, and risk management.
The podcast has continued for 6 years with over 85 episodes and has reached 31,087 listeners.
Building branded, strategic events is one of my specialties.
Co-creator of the event
Founding council member
Marketing strategist
The Village – A Women’s Leadership Initiative
Recognizing the need for a dedicated leadership community for women across the Farm Credit System, I co-created The Village, a first-of-its-kind initiative designed to foster connection, leadership development, and professional growth for women at every stage of their careers. Working alongside an advisory council of respected Farm Credit leaders, I helped shape the initiative's vision, brand identity, messaging, and go-to-market strategy, establishing a platform that empowers women to connect, learn, and lead with confidence.
As a member of The Village Council, I played a leadership role in developing and expanding the initiative through an integrated content and engagement strategy. I led the marketing and promotional efforts, managed the LinkedIn community, and created a robust portfolio of thought leadership content, including webinars, newsletter articles, event programming, and Forward Thinking Podcast episodes. By leveraging my professional network and collaborating with subject matter experts across the Farm Credit System, I helped establish The Village as a trusted leadership resource that strengthened engagement, amplified women's voices, and reinforced FCCS's commitment to developing the next generation of leaders.
Co-created The Village, a first-of-its-kind women's leadership initiative for the Farm Credit System, helping define the vision, brand identity, messaging, and long-term strategy to foster leadership development, connection, and professional growth.
Served as a founding member of The Village Council, collaborating with senior leaders from across the Farm Credit System to shape programming, establish strategic priorities, and expand engagement across the community.
Developed and executed the integrated marketing and content strategy for The Village, creating webinars, newsletter articles, podcast episodes, event promotions, and digital campaigns that elevated thought leadership and strengthened participation across multiple channels.
Built and managed The Village's LinkedIn community, developing editorial calendars, creating engaging content, and leveraging professional networks to increase awareness, foster meaningful conversations, and cultivate an engaged leadership community.
Positioned The Village as a premier leadership platform by integrating events, webinars, podcasts, newsletters, and social media into a cohesive brand experience that reinforced FCCS’s commitment to developing women leaders and expanding organizational thought leadership.
Created integrated content that extended The Village's impact beyond live events, transforming leadership insights into ongoing digital engagement through multimedia content, social media, newsletters, and thought leadership campaigns.