Integrated Agriculture Content Marketing Strategy
To support the trade show strategy to create a brand that resonates with farmers, Pace Creative created various marketing materials that consisted of a unified message and included the 7 elements of storytelling, to increase leads and sign-ups.
Website Design and Development
Pace Creative underwent website design and development for Candeo’s initial lead generation website. We developed a site map to depict the website layout. The key page of focus for this website is the ‘Request a Demo’ landing page, which displays a clear call to action for prospects to sign up for a trial.
Pace Creative designed a new logo for Candeo that reflects the lava rocks product category and it’s three main benefits. It aligns with the integrated content strategy by promoting the product and enticing prospects to sign up for the testing.
Main Product Advantages
We emphasized these main product advantages in our integrated content strategy. These main product advantages included:
- Significant decrease in water consumption
- Enhanced plant crop yield
- Reduced fertilizer requirements
Business Cards and Trade Show Handouts
We designed new business cards as well as a strategic trade show handout to encourage potential product testers to sign up online.
The trade show handout is titled ‘5 Reasons to Sign Up for a Trial Demo of the Candeo Lava Rock’. It details what the product is, five rewards for using Pisgah Volcanic Rock soil in your plant beds, and clearly states a call-to-action at the bottom of the handout. The back of the handout was designed to show how the lava rock works and designing a graphic to show the many benefits of using the product.
2d Animation Video
To further diversify the agriculture content marketing stack, we created a 2D animated video to explain how Candeo’s product works and highlight the product benefits. The key message was how Candeo’s volcanic rock material enhances soil vitality. We developed a concept for the video to depict how a volcanic rock is like a sponge that absorbs water and causes water and fertilizer to sink into the soil.
We created a tagline for the video which is enhanced yield and conservation. The key messages from this video were to increase yield, need less fertilizer, and water retention. The video explains what the product is and why it is beneficial and displays a CTA at the end of the video, remaining consistent with the other marketing materials.