The brief from Smart Earth Seeds was to create an online marketing and support space for growers in Canada and elsewhere of a proprietary cultivar of camelina. It is, in effect an online agricultural extension service for camelina. Camelina is an oilseed that is a short-season crop suitable for the short Canadian summers and the proprietary cultivar is drought resistant as well as resistant to downy mildew, and black leg disease. But it is not a well-known crop and the site was developed not only to market the benefits and value proposition of growing camelina, but also to provide support to farmers.
A custom-designed database and form was set up to gather information from interested farmers for grower profiles. That information then becomes useful when addressing questions from the field and providing support to individual growers as well as for more general best practices. Coherent Marketing worked closely with Smart Earth Seeds to build a site that provides to registered growers a range of resources. Registered growers are provided a username and password with which they can access the grower gateway which has:
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Coherent Marketing works with towns, counties, state and national governments on economic development. With so many locations to choose from, smart communications is key to promoting places as the location of choice for particular industries. The field in which we have worked is primarily the 21st Century knowledge econonomy. These mean high-paid jobs to the winners. The 21st Century knowledge economiy encompasses sectors such as biopharmaceuticals, renewable fuels, advanced manufacturing and healthcare - all fields where a specialized and highly-trained technical workforce is critical to sustained success and any hope of attracting multi-million dollar facilities. Marketing communications for economic development requires an ability to put together partnerships and consortia to work together on shared communications, set shared goals, and play nice - despite sometimes competing interests.
We have more than ten years of working in this field and a highly successful track record. Here are some multimillion dollar examples:
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An example of the communications integration and change management facilitation provided by Coherent Marketing can be found in services provided to the Smithfield-Selma Chamber of Business. The chamber is the largest chamber of commerce for the region south of Raleigh, NC and the Research Triangle. It is a member-based organization with a small staff representing about 600 businesses in the region.
The chamber wanted to integrate social media and content marketing into their communications processes. Their goals were to more effectively communicate with their members, better represent the interests of the business community, raise the visibility of the organization and its members, and grow its membership base.
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Coherent Marketing provided specialist services to GDP Global for a contract to the Canadian Government's Department of Foreign Affairs, Trade and Development (DFATD) to review and make recommendations to improve direct foreign investment in Canada. The centerpiece of their marketing is a biennially-produced flagship publication, a coffee-table print document running to more than 70 pages. Coherent Marketing offered recommendations on how the DFATD could make their digital marketing more effective, using the publication as a point of departure. Because digital marketing is delivered online, we looked at a range of factors that included:
- Web delivery of the document, which is PDF-based
- The Invest in Canada website
- Online approaches by competitor countries and U.S. states
- Process and workflow implications for producing content, including the current print document versus digital, online content
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Coherent Marketing was contracted to develop a site for the life sciences management and commercialization startup, Bellwether Lifesciences. The company's specialties cover the fields of life sciences commercialization, technology transfer for both start ups and large companies, training, consulting, higher education - industry alliances, investments and private equity.
Turnaround on the 100+ page site from start to completion was four weeks. Services provided by Coherent Marketing included working closely with the company on developing a site plan. This ensured site navigation to the broad array of expertise they provide was kept simple, while simultaneously ensuring key areas of business were front and center.
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North Carolina's biotechnology industry is a success story, built on 30 years of steady support for its development. It is ranked as the third-largest cluster of biotech, pharma and life sciences companies in the U.S., following only California and Massachusetts. It generates almost $60 billion a year. But in the early 2000's, biomanufacturing and biopharmaceutical companies in the state were facing difficulties. The state's capability to train sufficient numbers of workers with the specialized skills and knowledge needed to work in complex, highly-regulated biopharmaceutical manufacturing environments was limited. Companies were poaching each other's workers, driving up the cost of business and limiting the companies' ability to expand. This also negatively impacted companies that had a patent clock ticking down. These workforce challenges were costing billions. The post below outlines how the team at Coherent Marketing played a key role in addressing this challenge and helping North Carolina to grow its economy.
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- NC BioImpact
- Biofuels integrated media campaign
- Public information and education campaign
- NC Advanced Manufacturing Alliance
- The Biofuels Wiki
- Integrated communications - the missing link in workforce development
- Happy holidays and 2012 in review
- Progress on Advanced Manufacturing Alliance site
- Integrated media biofuels public education campaign showcased
- Leaving a biofuels startup, now mature
