Grower's Secret needed a new way to connect with their audience. Despite having a cost-effective line of superior products, the company struggled to secure meaningful relationships and brand evangelism.
Leading the discovery and brand narrative processes, as well as later support efforts, Mary helped Grower's Secret articulate its story — a core, emotional "why" that spoke to its full audience and range of products. In writing the Grower's Secret brand narrative, Mary balanced themes of responsible innovation and good stewardship of the land with the high stakes, competitive nature of farming. |
"Good for your business, good for the earth."
Striking a balance between the two main concerns of farmers and their channel partners, Mary developed this tagline for Grower's Secret. It has been successfully implemented on its website and marketing materials.
Advertising materials using Mary's writing are seen below. Each headline statement represents a vital concept for Grower's Secret's diverse base of farmers, distributors & other customers.
Advertising materials using Mary's writing are seen below. Each headline statement represents a vital concept for Grower's Secret's diverse base of farmers, distributors & other customers.
Interviews with farmers and channel partners led to crucial discoveries for the brand and its sales team. Mary developed other key messaging through the brand narrative & support materials, connecting with values farmers and channel partners truly felt passionate about.
"Working together, we'll grow your business."
After the success of the StoryKernel and StoryGuide, Grower's Secret asked for additional support for an important trade show, The California Association of Pest Control Advisers (CAPCA) Conference. Working from the StoryKernel and StoryGuide, Mary led this effort with creative direction and ideation, copywriting and editing.
The effort centered around creating relationships with important channel partners that would last well beyond the conference. Mary guided the creation of this program to ensure its benefits truly spoke to the audience. For example, in rural farming areas, billboard advertising provides a meaningful and cost-effective incentive to potential partners in distribution.
The effort centered around creating relationships with important channel partners that would last well beyond the conference. Mary guided the creation of this program to ensure its benefits truly spoke to the audience. For example, in rural farming areas, billboard advertising provides a meaningful and cost-effective incentive to potential partners in distribution.
Proven results.
Leaning on the trustworthy innovation at the heart of Grower's Secret, the company made a real impact with their audience, lasting well beyond the conference. The "Grower's Lab" concept yielded a threefold increase in signups to carry the product.
Leaning on the trustworthy innovation at the heart of Grower's Secret, the company made a real impact with their audience, lasting well beyond the conference. The "Grower's Lab" concept yielded a threefold increase in signups to carry the product.