Launch New Specialty Crop In A Crowded Field
Client challenge
- A new specialty crop vies for attention in a crowded field.
- An agricultural company wanted to create awareness and sales of a new specialty crop it had developed.
Our vision
- Tell the story of the 20-year development and how the crop could improve the balance of trade by replacing imported materials.
- Use quotes from USDA, universities, P&G, and growers to show how the new crop would affect all those impacted.
- Launch targeted PR campaign to trade media
Results
- Achieved 31 stories with total audience/circulation of 1,748,059
- Client’s website hits doubled in same month, then up 250% next month.
- The client received more than 300 telephone enquiries and almost immediately met its sales goals.