Building an education ecosystem with Compeer Financial

Compeer Financial logo

About the project

In partnership with Mission Brands Consulting, Compeer Financial set out to redefine how education could empower agricultural producers and rural communities.

What began as a research and taxonomy project evolved into a multi-year education ecosystem combining strategy, content architecture, and creative execution across digital and live experiences.

Through deep discovery and design collaboration, Mission Brands helped Compeer translate its commitment to member success into a scalable, insight-led Learning Center, a platform that delivers expertise, fosters peer connection, and amplifies Compeer’s role as a trusted industry partner.

Background
Client
Compeer Financial
Category
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The challenge

Compeer Financial’s vision is to strengthen agriculture and rural America through knowledge and connection. Yet its educational content, while rich, was fragmented across platforms, making it difficult for users to discover, engage, and return for more. Mission Brands was engaged to build the strategic, technical, and creative foundation for that transformation.

Compeer needed a unified education experience that could:

Align diverse content (from financial guides to webinars) under one clear structure.
Empower Subject Matter Experts (SMEs) to publish and share expertise effectively.
Position Compeer as the go-to source for lifelong learning across ag finance topics.
Jenny master class gif
New videos showcasing Compeer experts
"Mission Brands Consulting has been a true and trusted strategic partner to Compeer, foundational in every step of shaping our cohesive education ecosystem. From early research and a thoughtful, collaborative approach to understanding our audiences, they seamlessly moved us from insight to execution. The result is a client education experience that brings our vision to life in a way that feels welcoming, intuitive, and designed to grow with our clients over time."
Laura Herbst-Johnson
Laura Herbst-Johnson Client Education and Events Manager, Compeer Financial

Our approach

Mission Brands applied a systems-first lens, integrating insight, content strategy, and digital architecture into one cohesive learning framework.

Phase 1: Research and insight

It began with market research, a deep analysis of young, beginning, and small (YBS) producers. This research revealed key barriers to learning, from lack of accessible guidance to limited peer mentorship, and shaped the foundation for Compeer’s education strategy.

Focus areas identified:

  • Bridging knowledge gaps in financial literacy and transition planning
  • Creating community-driven learning pathways
  • Designing for multichannel accessibility and scalability
Phase 2: Strategy and structure

From there, Mission Brands developed a full Education Content Strategy, anchored in five pillars: Farm Finance, Business Growth, Farm Operations, Leadership & Skills, and Community & Networking.

Each pillar mapped directly to Compeer’s audience personas, ensuring every piece of content served a real user need, from expert videos and webinars to articles, tools, and calculators.

Phase 3: Taxonomy and UX

To bring this to life online, Mission Brands delivered a comprehensive taxonomy and site navigation redesign, positioning the Compeer Learning Center as an intuitive hub for education. Two navigation models were tested, standalone and integrated, to balance prominence and user flow.

Work included:

  • Restructuring educational content architecture
  • Facilitation tools created for Compeer’s focus group, to test and refine how audiences discover and engage with Learning Center content
  • Testing user pathways for discoverability and engagement
Phase 4: Content ecosystem and activation

Once the framework was established, Mission Brands transitioned into content activation, producing an educational video series and Subject Matter Expert (SME) programs under the Learning Center banner.

Masterclass & SME video program highlights:

  • Expert-led virtual interviews, edited into modular short clips
  • Distinct brand identity and motion graphics
  • Integration across Learning Center, social, and event channels
  • Focus on accessibility, tone consistency, and knowledge-sharing at scale
Phase 5: Storytelling and event integration

Mission Brands continues to expand Compeer’s education ecosystem through creative storytelling and content design. Recent work includes the creation of event and video assets that connect Learning Center themes to Compeer’s broader education and engagement initiatives.

Outcomes and impact

Compeer’s Learning Center has become a brand differentiator, reinforcing its leadership in agricultural education and community impact.

Unified platform


Compeer Learning Center launched as a structured, discoverable home for all educational content, from tools to thought leadership.

Strategic ecosystem


Education pillars now guide all content planning, ensuring every asset supports an identified audience need.

Scalable programming


A replicable video model now fuels ongoing programming, adaptable for social, events, or partner co-branding.

Full alignment


Teams across Compeer (Education, Marketing, and Events) operate from a shared framework, strengthening collaboration and delivery consistency.

Desktop taxonomy
New learning center in the website mega menu
Compeer mini guide
Mini guides covering essential ag financing topics

Ready to build your content ecosystem?

Mission Brands helps organizations translate knowledge into engagement through research, structure, and storytelling that scale.

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