Seeka
Created a compelling communication system to increase Seeka’s orchard-managed portfolio through growers.
Project Information:
Client: Seeka
Industry: Primary Industry
Services: User experience design, Design Research & Customer Insight
Market Research, User experience design, Consumer Testing, Brand Messaging, Visual Identity, Web Design, UX/UI, Marketing collateral, Print Activation
How might Seeka shift from a processing facility to an
integrated orchard management service provider?
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Overview
This project aimed to grow Seeka's leased orchard programme by building a strong, integrated service product around Seeka's orchard management services. It was focused on orchard owners looking to retain ownership but step back from the day-to-day operations. Seeka's value proposition is that they can plan and perform key orchard operations, manage a grower's best interest from harvest to post-harvest, and achieve the best returns possible by securing a healthy supply of crops through to packaging.
Frame
Seeka had three core aims
1/ Increase "secure" supply Increase Seeka's percentage of secure supply of kiwifruit & avocado
2/ Promote our value proposition Promote Seeka's competitive, professional service & people
3/ Management lease & development Focus building a strong customer base and accreditation.
We set out to do some research into the current landscape and talk to some growers and the internal seeka team to find out why orchard management and why do they feel Seeka is the best option. A comms strategegy came out of these interviews and insights. Orchard Management is about several things: 1/. Freedom or succession - finally freeing up time. 2/. Prosperity - increasing returns and de-risking growth opportunities. 3/. Secured supply of quality skilled labour - the primary requirement. Together these three value drivers provide benefits of more time, less stress and more rewards. Everyone wants this! It is the kiwi dream. Strategic Thinking That Inspires Our Ideas: The role of communication is therefore to emotionally connect growers with the sense of these three values (freedom, prosperity, secured labour) that only orchard management with Seeka can provide. What we then did is presented several strategic propositional concepts that bring this “connection” into sharp focus, boosting the emotional value in our storytelling.
Our Approach
From research and interviews with Seeka employees and growers, Virtuo was able to help Seeka understand its position in the market, as well as what growers needed from an orchard management partnership. This work naturally led to the defining of value drivers for the program and the understanding that strong communication from Seeka was needed to emotionally connect with growers.
What is the secret to grower happiness? Freedom. The money matters, but the freedom that comes with it matters more. This space is where the emotional power was unlocked for Seeka orchard programmes.
Only orchard management with Seeka can provide the sense of freedom, prosperity, and secured labor that growers crave. As the project grew, our understanding of the importance of communicating these values (freedom, prosperity, secured labor) to growers became more crucial.
Outcome
Our aim is to emotionally connect growers with a sense of freedom, prosperity, and secured labor that Seeka orchard management can provide. These concepts present several strategic propositions which bring these ideals into sharp focus and elicit emotional value in Seeka's storytelling.
Virtuo created an innovative and compelling communication system to increase Seeka's orchard management portfolio. The strategy targets growers by addressing industry-specific needs realized in our insight work. The language system speaks to a wide range of potential customers, from growers seeking extra support to orchard owners stepping back from daily operations.
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