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American Royal Community Awareness


How did we show the American Royal’s importance to our “Our greatest natural resource”?

The American Royal is a Kansas City institution, founded in 1899. But while many in the community were aware of its long history, its livestock and horse shows, rodeo and BBQ competition, few connected these events to the nonprofit’s educational mission or even knew what that mission was.

Funds raised throughout the year enable the American Royal to impact the future of agriculture through education, competitive learning and scholarships, so community support is vital, from event attendance to volunteering and giving. We created a campaign to increase awareness of the American Royal’s mission and of agriculture in our daily lives. 


Brand strategy

Creative development

Video production

Social media

Digital communications

Content marketing

2020, 2019 Telly Awards


Fewer of us live and work on farms and ranches. But the importance of agriculture in our lives has not changed. We created a video, incorporating original illustrations and animation, to reinforce that connection and to show how important it is to support the young people who will shape our future. The video is featured at events, and on the American Royal website and social media.

Event Signage & Banners

Thousands attend the American Royal’s events every year without seeing messaging about the organization’s mission: the reason for all these events. Our creative team developed on-site signage and banners to boost awareness with receptive audiences.

Brochure and Social Posts

Handouts and social media helped the nonprofit spread its message on a limited budget.