Channeling Good is a national brand citizenship initiative from the Channel Seed brand that highlights how Channel SeedPros support the communities where they live and work. The program reflects a core belief of the brand — local expertise matters, and the people behind the seed are central to how farmers experience Channel.
The initiative began as a disaster-relief effort in 2021 and expanded in 2024 into a larger platform designed to build trust and create meaningful local impact. SeedPros nominate the causes that matter most to their communities, ensuring support reaches organizations where it can make a direct difference in rural communities that are often left behind. In its first year as a national program, Channeling Good awarded $175,000 to 30 projects across 17 states, ranging from agricultural education and youth development to community safety and inclusive recreation.
HLK partnered with Channel to shape the strategy and bring the stories behind these projects to center stage. The campaign took on a dual approach that connected program-level awareness with localized storytelling. National influence messages helped audiences understand the scale of the initiative. Localized impact stories focused on individual SeedPros and the specific needs they addressed in their communities. This structure created a clear narrative that showed both the collective strength of the program and the personal relationships that fuel it.
To support this storytelling, HLK developed an integrated mix of content and media. A video series introduced three SeedPros and the projects they led. Organic, paid and earned media expanded the reach of these stories across social channels, regional outlets and agriculture publications. A dedicated landing page housed the stories, videos and program details and served as the central destination for engagement.
The campaign delivered strong performance. The Channeling Good campaign earned more than 24 earned media placements, reaching more than 37 million people. Social content generated more than 2.1 million impressions and 23,000 engagements, and the video series captured more than 330,000 views. Traffic to the Channeling Good landing page showed high engagement with video and long-form stories.
Most importantly, the program resulted in tangible improvements across rural communities. New rescue equipment for volunteer fire departments. New greenhouses for FFA programs. Upgrades to fairgrounds and community spaces. These projects demonstrate the real impact of SeedPros who understand their communities deeply and bring their commitment to service into every part of their work.
Channeling Good reinforces the strength of the Channel brand and the value of its people, while reflecting the purpose-led, community-centered work HLK helps clients build and scale. The program’s success demonstrates how clear strategy, thoughtful storytelling, and strong partnership can create meaningful outcomes for brands and the communities they serve.
We are grateful to our partners at Channel and proud to see this important work recognized!