Harris Moran
Digital & Print Marketing
As one of two commercial vegetable seed brands under the HM.CLAUSE umbrella in 2019, Harris Moran needed to maintain a strong brand within the US market.
They still relied heavily on tangible deliverables like field guides, product catalogs, and print ads – but they also needed to begin moving forward into the digital space, where growers were increasingly seeking information on new products.
Deliverables
- SEO-Optimized Landing Pages
- Field Guides / Product Catalogs
- Product & Environmental Photography
- Print & Digital Ads
SEO-Optimized Landing Pages
HM.CLAUSE had a strong online presence, but growers in the US were searching specifically for Harris Moran products. We built out a series of custom SEO-optimized landing pages dedicated to specific crops like melon, tomato, and zucchini, and tied these together with a homepage that showcased the Harris Moran brand and its star varieties.
Field Guides & Product Catalogs
Because field events remained a core marketing activity for Harris Moran, printed pocket-sized product guides were a high priority. They needed to be updated with new products each year, along with the latest information on disease resistances. I worked directly with regional and product managers to ensure these guides were current and accurate.
There's always room for overall design improvement to any piece of collateral – so I got to work identifying areas that could be enhanced to support a better experience both during and after our field day events. I improved the readability of the field day maps at the front of each guide, created more sophisticated and legible comparison tables, and added attractive splash pages that tied in with our marketing campaigns where space allowed.
Product & Environmental Photography
The Harris Moran marketing team was completely hands-on when it came to photography. I spent plenty of time behind the camera capturing product photos and on-location environmental shots, then editing and curating this imagery to ensure our photography library contained only the best.
All of this gave me an opportunity to attend field days across the country and gain a deeper understanding and appreciation for our varieties and the people who work to develop them. It was also just plain fun – even when it meant arriving at the field at 5:00am to beat the heat on 120˚ days in the Yuma desert.
Print Ads
To drive awareness of the newest Harris Moran varieties and promotional offers, I developed a series of templates for the wide variety of formats required – from full-page tabloid ads in the National Watermelon Association's quarterly publication "The Vineline" to half- and quarter-page spots in monthly industry publications like VSCNews and Seed World.
These ads were designed to tie in directly with the product landing pages we produced, with UTM (tracking) URL QR codes to take readers directly to the landing page for the advertised crop.
