Who
Progeny Advanced Genetics
Progeny is an international agricultural company that develops proprietary lettuce seed. Progeny is headquartered in Salinas, California, with operations in the Salinas Valley, Central Coast of California, California and Arizona deserts, Canada, Mexico and Spain. The company sells its product in a fiercely competitive arena to a small industry sector: lettuce growers.
BCA was retained six years ago to reposition Progeny for rapid growth. We wrote and implemented a marketing plan that included the creation of all advertising and collateral materials, Web site and public relations programs.
Strategy
BCA created a campaign that relied on integrated materials and consisent messaging targeted at customers. Focused advertising was placed in industry trades, supported by PR-initiated stories written by BCA. We produced industry events and launched a direct mail campaign that continues on a quarterly basis.
Results
Progeny has enjoyed 20%+ increases in sales every year since BCA joined the team.
