Horizon Ag :: Virtual Test Plots
the problem:
Horizon Ag holds annual field days on test plots in three states (Arkansas, Louisiana and Mississippi) to showcase its key CLEARFIELD® rice varieties for planting each season. In 2008 Horizon was looking for a way to allow those who attended the field days to follow progress of the plots throughout the duration of the season and also engage others who may not have been in attendance.
our solution:
After hearing Horizon’s concerns, Brighton developed microsites for each plot location. The purpose of these sites is to two-fold:
* Allow customers who attended the event to follow the progress of the rice plots all season long.
* Allow customers from outside the plot location area to see updated crop images and information and follow the progress from planting through harvest without ever having to go to the actual field plot location.
Each microsite contained photos and performance data for each plot, as well as an interactive timeline to show the progress of each variety.
the result:
After going live with the field plot microsites, traffic to these sites were monitored and evaluated on a regular basis through web analytic reporting. These reports indicated that click-thru traffic to these micorosites substantially increased, bringing views to the site up 38% from the time the links were posted to the homepage and emails were sent to the field plot showcase attendees with the appropriate links. These metrics show that Horizon Ag is engaging the community by making it easy for them to see for themselves the success other farmers in their area have had growing these CLEARFIELD® varieties.
