Jill McLain
Copy director, brainstormer, problem solver, and ambitious creative.
To show recent high school graduates that they can have a fulfilling career as a John Deere technician, I had to overcome the stigma that technician work is too "blue collar" or "grease monkey" for ambitious professionals.
I traveled to dealerships in the United States, Canada, and New Zealand to interview technicians about how their experiences have led to growth opportunities and promotions. To prove that the work isn't just about turning wrenches, I focused heavily on the fast-paced, technological environment that challenges motivated techs to develop a rewarding career.
Video
Attachments were huge at John Deere — but their advertising budgets were not. With very little money and giant sales goals, I teamed with Meredith Agrimedia to create a fun, half infomercial, half how-to video series showing off attachments. I directed our hosts to combine their reputations as knowledgeable professionals with relaxed, amusing banter (think Mike Rowe from Dirty Jobs).
The series, which includes 20 of John Deere's most popular YouTube videos, is featured on the Machinery Show, Meredith's ag sites, and John Deere.com.
YouTube is the number one social media site for farmers, so if you want the ag community to notice you online, videos are a sure bet. Here are a few samples of videos I've written and produced that go a little beyond the standard how-to farming video.