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“One of the things I enjoy most about communication is the ability to influence people and then see a result, which to me is what marketing is all about.” – Nicole Erceg
As the Director of Marketing at Agriculture Future of America (AFA), Nicole Erceg leads a talented team responsible for increasing brand awareness, engagement, and loyalty among diverse stakeholders, from college students to agriculture industry leaders. With nearly a decade of experience in communications and marketing roles, she has a passion for compelling content and strategies that add value and showcase the impact of agriculture and food systems. In this interview, Nicole shares her journey, experiences, and future predictions for marketing in agriculture.
About the Episode
Welcome to the latest installment of The NTM Growth Marketing Podcast. Today, we have the pleasure of speaking with Nicole Erceg, a seasoned marketing professional currently holding a senior leadership position at Agriculture Future of America (AFA). In our engaging conversation, Nicole shares her journey from journalism to marketing, the evolving landscape of agricultural marketing, and the impact of short-form video content. Get ready to dive deep into the fascinating world of agriculture marketing with Nicole!
From Journalism to Marketing
Nicole’s professional journey began in journalism, a field where storytelling is paramount. Her degree in journalism laid a strong foundation for her transition into marketing.
“One of the things I enjoy most about communication is the ability to influence people and then see a result, which to me is what marketing is all about.”
Her love for storytelling and the dynamic nature of communication drove her to explore marketing. For Nicole, marketing is an extension of journalism—it’s all about influencing and engaging people, whether to buy a product, change behavior, or support a cause.
Being passionate about agriculture, Nicole found her niche in telling the stories of farmers and ranchers. Working at an agency and then with Certified Angus Beef for seven years, she gained diverse experiences—from capturing on-ranch content to creating innovative PR campaigns.
A Day in the Life of Nicole
Nicole’s current role at AFA keeps her engaged in various aspects of marketing, from leading a remote team to strategizing impactful campaigns. A typical day for Nicole starts with a workout, followed by diving into her home office setup.
Remote Work and Team Dynamics
As a remote employee, Nicole emphasizes the importance of intentional communication and inclusivity in team dynamics. AFA’s virtual-first culture ensures that remote employees feel as connected and valued as those in the office.
“You can still have a close, good relationship building with your team, even though you don’t live in the same location.”
Nicole appreciates the flexibility and productivity benefits of remote work, while also acknowledging the need for structured in-person interactions to strengthen team bonds.
The Power of Short-Form Video Content
When it comes to marketing mediums, Nicole’s current favorite is short-form video. She believes that strong writing is the foundation of all good communication and that video content can effectively capture attention with the right hooks.
“You have to stop the scroll… If you’ve got a good hook at the beginning of that video, then you’re going to get people to stay and watch.”
Nicole’s team is focusing on creating high-energy, engaging videos that move quickly and maintain the viewer’s interest. This strategy is reflected in AFA’s increased presence on platforms like TikTok and their use of video in email communications and stakeholder interactions.
Marketing Principles at AFA
Nicole shares that AFA’s marketing is guided by the principle of doing business with a youthful spirit. This approach is vital in connecting with their primary audience—college students.
“We should be having fun. This should be enjoyable. Our voice and our tone should reflect that.”
AFA aims to create vibrant, engaging content that resonates with young people and reflects the organization’s dynamic culture. Another crucial aspect is recognizing students and young professionals as leaders, giving them a voice and platform to shape the future of agriculture.
Embracing Diversity and Inclusion
In addition to engaging content, AFA is committed to inclusivity. Their marketing efforts strive to represent diverse perspectives and make everyone feel that a future in agriculture is accessible to them.
“We are very mindful about who shows up in our content and what kind of community we are creating.”
By showcasing a diverse range of individuals in their content, AFA promotes a welcoming environment and encourages broader participation in the agricultural sector.
Misconceptions About Gen Z in the Workforce
Nicole addresses common misconceptions about Gen Z, particularly regarding their willingness to relocate or work hard. She finds Gen Z to be enthusiastic and balanced in maintaining work-life priorities, and they seek meaningful work with clear paths to success.
Acknowledging the economic uncertainties faced by Gen Z, Nicole notes that many pursue multiple income streams and prioritize organizations that align with their values.
Looking Ahead: Marketing Trends and AI Integration
Nicole is excited about the future of marketing, particularly the potential of AI. AFA is already incorporating AI tools for content creation and design, enhancing efficiency while maintaining the human touch in their marketing efforts.
“We are starting to implement AI where it makes sense and helps us speed up the process.”
As AFA continues to evolve its marketing strategies, Nicole is keen on exploring the long-term implications of AI, including the emergence of AI influencers and their impact on marketing dynamics.
Measuring Success in Nonprofit Marketing
For AFA, success in marketing is about more than just quantitative metrics. While they track email open rates, web traffic, and application numbers, they also place significant emphasis on qualitative feedback and Net Promoter Scores (NPS).
“Marketing is a strategic way that our mission comes to life, both from a how do we pull people in and how do we share the good work that’s being done.”
By focusing on the overall experience and satisfaction of their stakeholders, AFA ensures that their marketing efforts contribute positively to their mission of fostering leadership and development within the agricultural community.
Connect with Nicole and AFA
To learn more about Agriculture Future of America, visit their website. You can also connect with Nicole Erceg on LinkedIn and follow AFA on their social media channels.
Thank you, Nicole, for sharing your insights and experiences with us. Your passion for marketing and dedication to the future of agriculture is truly inspiring!
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