Seedea

Problems and challenges

We started our cooperation with a workshop led by a marketing consultant, during which we diagnosed the main problems, challenges and needs of the client. In this way, we determined the initial directions for successful implementation of the project:

Expansion abroad

The goal the company wants to achieve with AdWise is to attract customers from abroad for production companies in Poland and Europe, and to build awareness of the possibility of cooperation with Seedea among farmers and family-owned production facilities. Therefore, one path of the company’s development is to interest buyers in food produced in Poland, and the other is to expand the network of suppliers in Central and Eastern Europe for producers in Poland and Europe.

Global brand image

Seedea needs to be strengthened as an international player and distributor of organic products. The company wants to position itself as a reliable, trusted and experienced partner. It bases its operations and communications on a comprehensive approach to the brokerage service and takes care of buyers at each stage:

It verifies suppliers and sources high-quality agricultural raw materials from trusted partners.
Performs quality control.
It takes care of the safe production process.
Coordinates the delivery of goods.

In implementing these processes, Seedea is guided by its core values of partnership, networking, consulting, security, education, and relationships.

Building a new website that would bear global business

The intermediate goal was to create a new website, based on the WordPress CMS system, that would allow easy and intuitive administration and management without the need for the support of a developer or programmer.

The concept of solutions to challenges and problems

In order to achieve this goal, the Client decided to rebrand, the implementation of which was commissioned to Symbol Studio agency. The studio carefully analyzed the brand and the Client’s environment (industry and competition), and on this basis proposed key changes. The previous brand name was Ittelia Foods – this name seemed difficult to remember and could be associated with Italy, with the word “foods” being the only associative element.

That’s where the name Seedea – meaning seeds – came from. The new identity was intended to represent the modernity of the brand in its approach to processes and technology. Already at the first contact with the brand, the recipient was to gain confidence that the services provided by the brand are reliable and ensure safety, precisely thanks to advanced and proven systems.

Since an important aspect in this industry and for the brand itself is the relationship with both manufacturers, the final customer and potential employees, the image was to communicate accessibility and inspire trust.

For this reason, the Studio’s communication strategy focused on communicating a human touch approach and social proof, such as highlighting the brand’s face, informational videos with team members, or statements from manufacturers or customers to balance the technological aspect.

Our solutions

The collaboration with AdWise was initiated by a workshop with a marketing consultant, which resulted in a marketing funnel that illustrated all activities and corresponded to the Seedea customer’s purchase path, mapped together with the client’s buyer persona. In parallel with the work on the marketing strategy, there were discussions about the new website, which was to realize the movement of the purchase path, and the brand’s visual identity strategy.

New Website

After receiving the corporate identity, we began work on the Seedea website. A valuable source of information was the website brief completed in detail by the client, which was then deepened by the so-called debriefing – that is, a meeting between the project team and the client. This allowed us to obtain full information, learn about detailed expectations for the new website, understand even better the purchase path of Seedea’s customers and identify key points and elements of the process.

The main conclusion of the debriefing turned out to be the construction of a two-track user path on the site: for buyers (customers) and suppliers. This activity was intended to point to one of the key activities of the brand – connecting customers with suppliers. An important element of the site was the creation of a “Market News” subpage with cyclical, short reports on the seed, grain, agriculture market, along with comments and forecasts from the report’s author.

The purpose of Market News is to increase awareness of market mechanisms – so that customers buy in an informed way, observe the market situation and base their purchasing decisions on this information. In this way, Seedea wants to position itself as an industry expert who closely follows the market, forecasts and advises.

Another strategic element on the site was the Marketplace – a place where suppliers could offer their products. It was created as an inspiration for recreating a traditional marketplace, bringing traders and customers together in one place.

Seedea has the answer to its customers’ needs.

Aneta i Piotr – the owners of Seedea – know their target group perfectly and know how important it is for them to have direct contact and a conversation before placing an order for whole-car quantities of several tons of agricultural grain or grain products. For this reason, they abandoned the traditional online store solution and purchase option on the site – all orders go directly through them. Therefore, it was crucial to embed contact forms on the site with the graphic design of the new site, allowing direct contact with the brand owners. This allows building partnerships, which are embedded in the Seedea brand’s mission and values.

After discussing assumptions, expectations and key elements, we moved on to the first stage of mapping the site.

Site map as the first step

We began our design work by preparing a site map, that is, an outline of the project including navigation. The map constructed in this way allowed us to visualize the user’s movement on the site, as well as the connections of individual elements and connections between subpages.

We work iteratively on projects: implementing predetermined stages one by one. This approach is the most efficient, as it allows for ongoing refinement and changes, making sure at key moments that we are heading in the right direction, which in turn avoids costly mistakes.

Site mockup, or the site takes visual shape

Once we made sure that the site map replicated the customer’s purchase path, the next step was to prepare a site mockup that depicted the layout of all subpages and their key elements: sections, modules, contact forms and CTAs.

The provided graphic mockup also included a content mockup, which enables the design of information architecture, which in turn supports the process of finding and navigating content. Such a content mockup document enabled the brand owners to develop content for the site: with the right volume and in the correct order.

Smooth work on the project was possible thanks to the involvement of Seedea, which had a great awareness of its services from the beginning – after the Machina B2B training, the owners named and developed the values themselves, and then wrote content tailored to their buyer persona.

In our experience, it is clear that cooperation between the client and AdWise is crucial, especially in the first stages. It is here that the involvement of both parties is required to ascertain strategic issues that have a significant impact not only on the final visual effect, but most importantly on the business effectiveness of the company’s new website.

Proces projektowania identyfikacji wizualnej

Graphic layout that catches the eye

Having the content for the site, we moved on to the stage of developing the graphic layout and designing the homepage – the most important and demanding from the point of view of the user path.At this stage we worked in accordance with the visual identity strategy document developed by Symbol Studio.

If the document did not exhaust the elements, we expanded the identification and defined new iconography, shapes and completed the colors.Once the key graphic elements were worked out (including a graphic visualization of the process, contact form, CTA and other buttons), we began work on designing the other pages.

At the time we designed the site, Aneta and Peter took part in an image session that was consistent with the communication style described in the communication strategy – the photos showed silhouettes of smiling owners building trust.The photos themselves were kept in warm colors and in colors that harmonized with the color scheme proposed in the branding.

Implementation of the Client’s administration-friendly site

The penultimate stage was the implementation of the site.Keeping in mind that the client is keen on self-management of the site, we built it on the WordPress system with the WooCommerce plugin for online stores.The plugin allowed adding nearly 30. products by category: organic, conventional and gluten-free cereals.

The only modification in the use of the plugin was the inability to add the product to the shopping cart and complete the purchase.The owners wanted orders to be processed directly through the form, so when you click on the “Order” button on the product subpage or “Order a sample” on the Marketplace subpage, you are redirected to the contact form.

Importantly, Aneta and Peter respond very quickly to inquiries from the form – a quote is sent to the customer in just 1 hour! This is another differentiator of Seedea from the competition.

The final stage completing the work on the site was the publication of the site preceded by testing and double-checking by our project team.

Summary

The website is not the only joint project between AdWise and Seedea. After its publication, the client also decided to implement the entire marketing strategy in the form of a funnel, which was designed by our consultant.

We started permanent cooperation in October/November 2023. The owners’ goal is to scale the business to match the largest European and global players in the food brokerage industry who are actively building their sales online. For this reason, Seedea wants to position and advertise for foreign markets.

In the first months of cooperation, the main goal is to increase awareness of services among target segments, increase the visibility of the site in organic search results and implement performance marketing activities.

The biggest challenges at this point are understanding buyer habits and analyzing the outreach channels that show the greatest efficiency in generating qualified leads based on aggregated data. At the same time, we make sure to convert traffic from Peter’s LinkedIn PR activities into purchase leads using remarketing activities.

We started our cooperation by implementing analytics, creating advertising accounts, implementing and configuring GetResponse to send mailling. This allows Seedea to publish newsletters that are consistent with the entire visual identity. Among the activities planned in the funnel, we also launched SEO activities to position the new site high in Google search results.

We can’t wait for the first conclusions and results, which we intend to analyze and evaluate in Q1 2024!

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