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About the business
Gardin's vision is simple: to create a real-world operating system that will power the future of farming by helping food producers deliver superior yields, nutrition and quality. Their state-of-the-art optical remote sensing technology, machine vision and analytics, allow producers to measure plant physiology and proactively adjust parameters for optimised operations. Gardin enables end-to-end control of the process. Resulting in less waste with increased efficiency, improved margins from higher quality, and healthier consumers from the ability to measure and quantify the nutritional content of our food.
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The problem
Gardin had developed and tested their innovative platform and technology, and needed support to take it to market when it came to their marketing. They needed a solid plan in place to strengthen their marketing activities and find areas they could invest their time and efforts.
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The solution
Gardin came onboard with The Marketing Plot's subscription, to help the leadership team bolster their brand and provide them with a clear plan of action they could implement.
Phase 1: Marketing Audit and Strategy Development
The Marketing Plot initiated the partnership by conducting a thorough marketing audit for Gardin. This audit included in-depth interviews with Gardin's leadership team, an analysis of existing analytics, and a comprehensive assessment of the market landscape. The result was a detailed marketing strategy document that outlined actionable steps for Gardin's growth over the next year.
Phase 2: Top-Level Marketing and Analytics Platform Enhancement
After careful consideration of the marketing strategy, Gardin and The Marketing Plot agreed to kickstart the journey by enhancing Gardin's brand awareness. The Marketing Plot embarked on this journey by implementing top-level marketing tactics. Additionally, they worked on upgrading Gardin's analytics platform, which involved linking marketing activities to their CRM and integrating DataBox into their marketing platforms.
"I can't say enough about the exceptional support we received from Jess at The Marketing Plot! Jess provided invaluable assistance. Her expertise in Digital Marketing, specifically on our LinkedIn page, have shown us what we can do to get more eyes on our brand. Moreover, her dedication to implementing cutting-edge martech solutions seamlessly into our company was game-changing. Thank you Jess!"
Damiana Price, Freelance Marketer
Phase 3: Content Creation
Following the strategy document, The Marketing Plot delivered Gardin a series of high-quality content pieces designed to be used in marketing communications and improve SEO rankings. This content strategically targeted keywords relevant to Gardin's target audience and market. The Marketing Plot also helped develop a lead generation piece of content that would feature on their website and collect first-party data to convert into sales qualified leads for the team.
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Phase 4: Website Redesign
Additionally, The Marketing Plot collaborated with Gardin's head of product experience to redesign their website. This redesign focused on usability, navigation, and SEO optimisation, providing Gardin with a clear and actionable plan for their website's future development.
Hands down one of the best marketing professionals I've had the pleasure of working with! Not only is Jess incredibly smart and professional, but their deep understanding of the problem space consistently leads to creative solutions. Their hard work and dedication shine through in every project. Highly recommend!
Angel Perez, Head of Product Experience
Phase 4: LinkedIn Enhancement
The Marketing Plot devoted a month to improving Gardin's LinkedIn presence. During this period, they conducted a series of tests and optimisations. The results were impressive, with Gardin's LinkedIn profile experiencing a 41.9% increase in impressions and a 22.5% increase in relevant followers during August. These improvements set a solid foundation for Gardin to continue building its brand awareness through this professional network.
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Phase 5: PR and Brand Awareness Campaign
In an effort to increase Gardin's brand visibility within its target audience, The Marketing Plot conducted a two-month PR campaign. This effort resulted in Gardin being featured in 30 pieces of coverage with an estimated 531,000 views. The campaign also generated 60 brand mentions and secured six high-value backlinks to Gardin's website. Key publications that featured Gardin during this period included prestigious names such as The Times, Vertical Farm Daily, FloralDaily, Hortidaily, Agritech Future, MarketWatch, Hortibiz, Business Mondays, The South West Times, and The Farmers Focus.
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Outcome:
With The Marketing Plot's support, Gardin now possesses a robust actionable plan for growth. They have proven marketing strategies to increase their brand awareness, high-quality assets such as blog content, and a website redesign blueprint to implement in the coming months. The successful LinkedIn enhancements and the significant PR campaign coverage have laid a strong foundation for Gardin's future marketing efforts. This case study illustrates how The Marketing Plot effectively partnered with Gardin to drive brand growth and set the stage for continued success in the competitive agritech industry.
"It's been a pleasure working with the team at Gardin: They are on a clear mission to improve the way we grow our food, paving the way for a sustainable future for both the planet and for food businesses. The attention they are getting speaks for itself: They are well and truly one to keep an eye on!"
