Lindsay Yeager enjoys working in the farm equipment industry because every day keeps her on her toes. As marketing manager for Bane-Welker, a Case IH dealership with 13 locations across Indiana and Ohio, she juggles dozens of responsibilities, including everything from event planning and promotions to blog writing and impromptu interview requests from reporters.  

But her favorite part of the job is shining the spotlight on co-workers and customers while educating people about what it’s like to work in agriculture.

“Not everyone knows what various jobs are like in agriculture, so I’m appreciative when people are willing to share their stories,” Yeager says. “Everyone at Bane-Welker works so hard; I definitely love sharing the knowledge and expertise that our team has as well.”

Yeager taps into her passion for storytelling and education through a series of creative videos showcasing the work ethic and talents of her teammates.  

Day in the Life 

The 2025 Bane-Welker Day in the Life series featured 3 episodes that gave viewers an inside look at precision specialist, data specialist and technician jobs during the busiest times of the year. 

Yeager and the marketing team used a Canon R6 Mark II camera, wireless Godox microphones, DJI gimble and monopod to shoot the series at key moments throughout the growing season. 

Yeager primarily uses Adobe Premier Pro to edit her footage and piece together the stories. Once completed, the videos go through an internal review process before going live. 

Yeager locks in a creative angle for one of her camera shots in the Day in the Life series. Lindsay Yeager

“Usually there’s a couple sets of eyes in the marketing department that look at it just to make sure we didn’t miss anything,” Yeager says. 

In one Day in the Life episode, Yeager follows precision specialist Austin Herr, as he walks a customer through the Trimble Steady Steer setup process, troubleshoots a hydraulic steering kit and showcases his problem-solving skills and ability to get customers back up and running. 

Another episode, which has a whopping 49,500 views and counting on YouTube, follows technician Jason Brandenberg, a seasoned pro with over 5 years of experience at Bane-Welker’s Lebanon, Ind., store. Brandenberg takes viewers through a typical day during harvest season, assessing combine issues, handling various repairs and seeking help from colleagues when needed. 

A third episode features precision data specialist Whitney Welker, who helps a precision specialist with getting a customer ready for planting season. She cleans up existing field boundaries in the customer’s display and shares new tricks for getting the most out of their technology and data.   

“Our marketing team’s focus last year was to capture the theme of being a trusted advisor for our growers. We accomplished that in several ways, including videos that showcase those unique stories of customer service,” Yeager says. “Day in the Life highlights our awesome employees, but it’s also a way for people who are interested in ag careers to see what it’s like to work in various roles at a dealership.”

Year With a Farmer 

Yeager took the Day in the Life concept a step further with her Year With a Farmer project, an ambitious 5-part video series following local peppermint farmer and Bane-Welker customer Dan Gumz in North Judson, Ind. 

“That series was lightning in a bottle, and it just happened to work out great,” Yeager says. “I typically try to have plans when I shoot videos on farms or with our employees, but I’m not always the expert or the most knowledgeable on what they’re going to talk about. I’ve made it a point to be flexible and let things go where they naturally progress as long as we accomplish the ultimate purpose of the video. 

Each episode of Bane-Welker’s Day in the Life series focuses on a specific job at the dealership. The episode featuring technician Jared Brandenberg has racked up nearly 50,000 views on YouTube so far. Bane-Welker

“Dan Gumz was so generous with his time and great to work with,” she adds. “When I showed up to his farm that first day, we had some quick introductions and then he said, ‘Let’s jump in the truck and I’ll show you the whole farm.’ I had no idea about the long history of the farm which dates back to 1892, so it was a great experience.”

The idea behind the series is to give viewers a peek behind the curtain during the pivotal moments of a growing season. Yeager initially pitched only 4 visits to Gumz for the series, but she ended up making several more trips than originally planned.  

“We didn’t want to add more stress to his growing season, but every time I was out there, he was like, ‘We’re doing this and this, would you want to come back out?’ He mentioned they had a mint festival, so I went up there on a Sunday and watched the parade and had some mint ice cream. 

“And then during harvest season, there were a few obstacles,” she adds. “One day they were harvesting beans, but corn wasn’t quite ready yet. I ended up visiting the farm 3-4 times during harvest.”

Yeager was a one-woman band on this project. She was the producer, videographer and editor, but she usually invited the store manager or members of the sales department to join her on the visits.

Gumz’s Bane-Welker sales rep Jerrod Thomas tagged along with Yeager one time to get an up-close look at the mint planting process.

“Not many people in Indiana or Ohio grow peppermint, so it’s great that we’re able to highlight the techniques and challenges that come with growing a specialty crop like that in our area,” Yeager says. “You harvest in July or August and keep the mint fields for 8 years and then rotate them out to corn and soybeans for 24 years. It’s a very complex process.”  

Educating Farmers & Students 

On top of the long-form features, Yeager and her team keep the Bane-Welker video feed populated with shorter educational videos from technicians and precision specialists. Some recent “how-to” videos include practical tips on row guidance systems, data management and corn heads, as well as recaps of combine and planter clinics.   

There’s also a video highlighting the dealership’s Technician Apprenticeship Program. Daylen Fruits, student programs manager, details the program and a couple technician apprentices share key takeaways from the experience.   

How I Became a Bane-Welker Marketing Manager

“In high school, I got into FFA relatively late, but I did 4-H for 10 years and realized that I felt right at home in the ag industry,” Lindsay Yeager says. “I ended up going to Purdue for a bachelor’s degree in ag education and thought about going the extension route. When I did student teaching, I found that I liked more informal education, which I think translates now into educating people about our products, services and agriculture as well. 

“For my master’s degree, I got accepted into what is now the Mitch Daniels School of Business at Purdue. It was a step outside of agriculture. I was known in my group as the girl who wanted to go back to tractors, whereas most of my classmates wanted to do sports marketing or go work for a big marketing agency or Google or Microsoft.

“During that time, I got an internship with a competitor and worked there for a few years. But I was looking for something that aligned more with my values, goals and had a community feel. Bane-Welker was definitely that fit.”

The video is a good recruiting tool for future apprentices. Bane-Welker has a technical trainer, and every store has 1-2 technician apprentices. The program is part of the dealership’s plan to build up the technician pipeline. 

“We’ve increased our technician count from 75 to 115, and our goal is to hit 150 by this August,” Yeager says. “We’re also launching an internal training program this year. Aspiring technicians will be placed in one of our stores and have a mentorship opportunity where they’ll get certification, training through Case IH, and hopefully have a long career.” 

Yeager says they find most of their apprentices at high school and college career fairs. They also participate in a junior achievement program for 8th graders.

“They get to learn about what it’s like to be a technician,” Yeager says. “Last year, we set up an interactive station with nuts and bolts, and they had to match them all up.” 

She spends a good chunk of her work week on the road, traveling to career fairs and clinics while covering the dealership’s 9 Indiana locations. There’s always something going on at Bane-Welker, and Yeager always has her camera ready to capture the action.