A new start for Plant-Prod
There was lots of buzz at the Plant-Prod booth Canadian Greenhouse Conference in Niagara this year. It was particularly gratifying for us at Beakbane because it was proof that our contributions were delivering what we had promised ten months earlier when we had first been approached by Plant-Prod’s general manager, Doreen Andrea. Standing in front of the new trade show booth graphics that show Plant-Prod’s new logo and positioning she said, “We had tried a couple of marketing agencies but they were spacey. Beakbane guided us through remaking the company.”
The company had worked through two years of consolidation after it had been spun off from its distribution arm, called, Plant Products Inc. We developed a new marketing strategy and then facilitated a workshop to define the corporate vision, mission and values. Right afterwards, in quick succession, we designed a new corporate identity, defined a new positioning, reworked the website, developed advertising, designed a trade show booth and created a completely new sales presentation for dealers.
The difference between the appearance of the company before and after is dramatic. Previously the company looked like many other agricultural chemical companies and it was not clear what the company did. We stated it simply, Plant-Prod provides “high productivity plant nutrition” and is “the world leader in soluble fertilizers and the partner for growers where high productivity is vital.” The company sells to large horticultural operations that grow colourful flowers and vegetables and so we made the new logo correspondingly lively.
While the company now looks markedly different than it did, nonetheless it “makes sense” to all the key audiences because it is grounded in the company’s mission and core values.
Now we have a foundation of a clear brand focus we are looking forward to implementing integrated marketing programs and building on the new momentum.
Here are a few of the elements we have created in the relaunch of Plant-Prod:
New corporate identity and signage
New website messaging
Print & online advertising
New sales presentation