Plant Impact develops innovative crop enhancement products that increase crop yield and quality. This UK-based company engaged Signal as a full-service partner to help them enter the U.S. market with the launch of Fortalis, a scientifically proven product for soybean. Our goal was to develop a primarily digital strategy to create brand awareness and engagement with soybean growers in five key states in the Midwest. Additional audiences included crop consultants, advisors, university researchers, ag media and retailers – groups interested in learning more about innovations to help their clients improve soybean crop ROI.
The Signal team started with a series of segmented e-blasts to introduce Plant Impact, their track record of success in other countries, and the Fortalis product. Additional e-blasts were geared towards growers who had participated in Plant Impact product trials. We called these early adopters “Fortalis Forerunners.”
Signal created a dedicated website, to support the product launch. The website features a clean scrolling design and impactful imagery. It’s also interactive, featuring a simple ROI calculator tool and other resources to help educate growers about how Fortalis can improve their soybean yields.
The Signal team created an instructional video which explains the science and technology behind how the product works. The video is featured on the microsite and has been used for marketing.
We developed a comprehensive product brochure, as well as tradeshow collateral and displays for Plant Impact’s booth at the premier ag industry event, Commodity Classic.
The Signal team created Facebook and Twitter pages for audience engagement, and activated a detailed social strategy which included regular posts and promoted ads.
Currently, the brand has inked three main distributor agreements which represent not only the Midwest, but distribution to the retail channel throughout the entire US. Signal is seeing tremendous engagement on completed forms online and links from our efforts. We look forward to seeing even more results as Plant Impact and Fortalis “grow” their brand in the US!