The Work: The goal remains unchanged — to tell the story of Cooper Farms’ values and connect with the people who matter most to the company: team members, farmers, suppliers and customers. As a reflection of its “continuous improvement” mindset, the company wished to evolve the publication to connect with a diversified group of recipients. Shift•ology has provided design and editing since 2020, and began to manage the production process in 2022, coordinating with in-house communicators, HR professionals and division leaders.
Editorial Strategy
The teams collaborated to develop content editorial and work plans. This helped to outline topics to connect the personal and business values of the audience with that of Cooper Farms. To successfully write and compile all of this information, the Shift•ology team works closely with the internal teams, conducts interviews and gathers visuals to create engaging content.
Design Strategy
The layout incorporates images of real people and events with strategic use of design elements that help to tell the story on each layout and show the diversity that exists throughout the company. The prolific use of real images serves to engage the audience and provide a sense of pride for those featured.
The Cooper Connection magazine is printed and distributed via mail to customers and local stakeholders. It is hand-delivered to team members and available to all audiences via the company website and social media each quarter.
