Colorado Rancher

Building a Modern Ranch Brand Through an Integrated Communications Program

Linhart helped establish a cattle ranch family as leaders in progressive ranch management practices through a strategic storytelling approach that earned 3 billion media impressions, drove website traffic and grew the ranch's social presence and following. The program ultimately helped increase direct-to-consumer beef sales by 58.1%.

Challenge

A cattle ranching family engaged Linhart to increase awareness of its ranch and direct-to-consumer beef business; build credibility for its ranch management and land stewardship standards; diversify revenue streams; and help grow beef sales by 20 – 30%.

Strategy

Linhart developed a communications strategy built around six storytelling pillars: ranch heritage, animal care, land stewardship, wildlife conservation, agritourism and direct-to-consumer beef. The approach combined earned media, thought leadership and social media to differentiate the ranch, expand its audience and support sales growth.

Execution

The integrated communications program included proactive media outreach to local and national outlets and agriculture and ranch trades that leveraged thought leadership and seasonal storytelling tied to ranch operations like calving season, rotational grazing and wildlife inclusion and beef offerings like special packages for Valentine's Day and summer grilling. The team also helped grow the ranch's Instagram channel via organic and paid content that was shaped based on our ongoing analysis of top-performing content, as well as close monitoring of – and corresponding adjustments to – algorithm changes. Finally, we secured and coordinated paid and trade brand partnerships that aligned with the family's values and ranch objectives and supported revenue.

Results

Over the course of the three-year program, Linhart:

Secured 222 earned media stories that generated 3B+ impressions
- Media coverage accounted for 56.8% of all website referral sources.
Grew the ranch's Instagram following by 21%, generating 37.5M+ reach and 3M+ engagements.
- Increased website traffic from Instagram by 173%.
Secured paid and trade partnerships with equestrian, ranching, cooking, apparel and outdoor brands.
Generated increased inbound interest from production companies and location scouts who wanted to use the idyllic ranch as a scene or set backdrop.
Strengthened the family's reputation as trusted voices in ranch management and land stewardship, earning consistent positive feedback from industry peers and partners, as well as awards.
Helped increase overall website traffic by 100%+.
Helped increase online store sessions by 132%.
Helped grow direct-to-consumer beef sales by 58.1%, surpassing the client's original 20 – 30% growth target.

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