Background
If there’s one thing you can depend on in agriculture, it’s rising input costs. That’s why companies selling everything from chemicals to combines want farmers to believe that their products will enable higher productivity for farms. CarbonWorks joined this fray 20 years ago, and became a founding Lead Marketing & Design client 5 years ago.
Brand Transformation
The CarbonWorks rebrand presented two problems: One, CarbonWorks’ products didn’t (and still don’t) fit in any familiar industry category. Two, the effectiveness of CarbonWorks’ products is driven by how they work. But no one wants to digest massive amounts of technical information from a virtual firehose. Therefore, we refocused CarbonWorks’ messaging and branding to match the vision that drives the company’s founder to expand the boundaries of crop nutrition: A sincere desire to secure a brighter future for farmers through increased yields and productivity.
Website Contents
Almost every company selling agronomic products to farmers promises yield increases (ROI). Very few of these companies actually make an effort to explain how their products function. Lead Marketing designed the CarbonWorks website to guide farmers from a high-level overview of each product down to the microscopic functions of each product in the soil. Separate pages with crop-specific agronomy plans give farmers another way to discover which CarbonWorks products will work best for their operations.
Page layouts that guide farmers from high-level overview down to the microscopic functions of each product in the soil.
Separate Pages for Crop-Specific Agronomy Plans
Branded Videography and Photography
One of CarbonWorks’ main goals is to share its knowledge with growers across the United States so that everyone can benefit from increased farm productivity and soil health. To facilitate this, Lead Marketing shot several informational videos that demonstrate the effectiveness of CarbonWorks’ products. And photography from the company’s research trials completes the picture for farmers who are searching for products that will improve their farms’ soil health and yield potential.
Results
CarbonWorks has steadily expanded across the United States from its home base in Florida. CarbonWorks’ web presence was particularly important for breaking into the conventional (corn & soybean) market in the Midwest. Check out the CarbonWorks website at: www.carbonworks.com.
