Unverferth Manufacturing celebrates 75 years of business through video storytelling

Unverferth Manufacturing is a world-class, family-owned manufacturer and marketer of tillage, seed, and hay- and grain-handling equipment in addition to pull-type sprayers, fertilizer applicators, and agricultural dual-, triple- and specialty wheel products. The company has manufacturing locations in Shell Rock, Iowa; Delphos, Ohio; Kalida, Ohio; and Lexington, Nebraska.

Trilix has been privileged to assist Unverferth with a variety of marketing efforts through the years. Recently, we worked with the organization on a multi-channel recruitment campaign as the company opened and looked to staff a manufacturing facility in Shell Rock, Iowa. For the recruitment campaign, Trilix produced a video that would allow potential job applicants to learn about the company and understand Unverferth’s values.

“Unverferth already knew the importance of video marketing to not only inform audiences but create an experience. The video allowed potential candidates to envision themselves in that environment and hear directly from leaders,” said Alex Rich, Trilix senior account manager. “They knew the videos would bring the stories of Unverferth’s 75th anniversary to life and could be used across a variety of communications platforms.”

From there, our videographers went on the road to talk to more than 45 Unverferth employees, dealers and farmers across the Midwest. Our editors took hours of footage and created a nearly 15-minute documentary that encompasses the company’s 75 years of business.

Trilix also crafted four- to six-minute clips from the full piece, which included content that focused on dealers, the Unverferth family and history, employees, the community and customers. This ensured Unverferth could use the video content to promote various aspects of its business through social media video marketing, website content, YouTube video marketing and other digital video marketing.

Through our storytelling, we dove into Unverferth’s history and examined the company’s foundation, which was laid by Lawrence and Richard Unverferth. The basis of that foundation? A family- and customer-oriented business built upon respect and integrity. Not only does that integrity translate to the equipment manufactured, but it runs through every layer of how the company conducts business.

“It’s a very family atmosphere,” said Jeff Kolb, executive director of the Butler-Grundy Development Alliance, who was interviewed for the piece. “They engage all members of the family in their decision-making. That says a lot about the company and a lot about the family.”

Another video served as a testimony to Unverferth’s longstanding partnerships with dealers. The reason dealers recommended Unverferth equipment time and again is because it’s dependable with top-notch quality and product lines that are varied enough to serve customers’ many needs.

Dealers also know that Unverferth equipment creates happy customers because dealers are able to stay in touch with the company even after the point of purchase to provide feedback and secure service. When the farm equipment is used, it’s used for 18 to 20 hours a day all season long, one customer attests. When needed, it’s crucial that equipment runs and runs well. If there is an issue with a piece of equipment, dealers feel comfortable reaching out to Unverferth to provide that feedback and know that the company will do what is needed to repair or enhance the technology.

“No matter the video topic, we’ve ensured that Unverferth’s rich history and commitment to customers and family comes through loud and clear,” Alex said.

It was a pleasure telling your story, Unverferth. Here’s to another 75 years!