In April of 1998, Polk’s purchased Hickory Hollow Farms along with the Magnolia Brand label. The tremendous growth of the business soon led to a new manufacturing facility. In May of 2000, all manufacturing was consolidated into a large, state of the art plant located in Magee, MS.
Goals
In 2016, Knox Sports negotiated Farm Bureau Insurance’s the first sponsorship contract with University of Michigan. In the first year of the sponsorship, Farm Bureau experienced success with a Register to Win promotion that generated a little over 5,000 registrations which Farm Bureau distributed to agents to contact as prospective leads. Although the 5,000 registrations exceeded the pre-set for the promotion; Knox Sports knew that number could be much higher.
Execution
For 2017, a new, more intriguing, Register To Win promotion was developed which included a Flyaway to Maui, Hawaii to watch the Wolverine Men’s Basketball team play in the Maui Jim Maui Invitational. The registration number goal for this contest was set at 10,000 entries.
The contest kicked off on August 20th and ran for 10 weeks. The contest was promoted primary through Social Media, targeted email blasts and digital banner ads. The registration numbers were monitored weekly by both University of Michigan and Knox Sports and communicated to Farm Bureau Insurance.
Results
By the end of the contest, the total number of registrations reached an astonishing 1110,00 with 15,500 registrations from people who reside in Michigan. Although the in-state registrations are the ones to be used for measurement of success, the fact that the total number reached well over 100,000 solidifies the success of this promotion.
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