Case GOVERNMENT CONTRACTORS

U.S. Department of Agriculture | Discrimination Financial Assistance Program (USDA | DFAP)

<em>$2.2B federal program</em> across 27 states and territories. Multilingual campaign drove <em>58,000 applications</em>.

The ask

What they came to us for.

The USDA’s Discrimination Financial Assistance Program (DFAP), established under Section 22007 of the Inflation Reduction Act, allocated $2.2 billion to support farmers, ranchers, and forest landowners who faced discrimination in USDA lending programs. Windsor Group LLC was responsible for executing this large-scale initiative across 27 states east of the Mississippi River, plus Puerto Rico and the U.S. Virgin Islands, under an extremely tight deadline.

To meet this challenge, Team Windsor engaged MB to lead high-impact marketing and outreach efforts. Our team was asked to develop and implement strategic campaigns to maximize awareness, drive participation, and ensure equitable access—all within just a few months.

The approach

How we built it.

Strategic outreach

Developed a targeted, data-driven outreach plan built to reach diverse, hard-to-reach populations across 27 states plus Puerto Rico and the U.S. Virgin Islands. Every campaign decision was measured against reach into communities historically underserved by USDA programs.

Multi-channel execution

Executed multilingual social, digital advertising, and print campaigns in concert. Designed program materials, brochures, mailers, conference signage, and digital assets. Every deliverable met ADA Section 508 accessibility requirements.

Stakeholder coordination

Coordinated with multiple government agencies, community organizations, and media partners to amplify messaging and ensure equitable access. Countered misinformation with clear, accessible content produced on the program’s aggressive timeline.

The result

What shipped.

Application scale

Helped drive 58,000 applications across 27 states, Puerto Rico, and the U.S. Virgin Islands. 77% of awardees came from Windsor-managed territories — a direct measure of the outreach’s effectiveness.

Cultural precision

Culturally relevant messaging addressed language and cultural barriers to reach applicants that generic federal outreach typically misses. Program awareness reached communities that don’t usually see USDA-branded advertising.

Delivery reliability

Delivered high-quality marketing materials on the program’s aggressive schedule. Regular progress reports kept every stakeholder informed and aligned as the program scaled from launch through execution.