Agricultural R&D Advocacy Site Good leaders know how to engage.

Farmers have a lot on their minds: they worry about droughts and storms, insects and other animals that eat their profits. But reputable growers are also faced with the questions, accusations and even open hostility of the public about farming methods, especially pesticides.

With one of the most widely-used crop protection products coming under regulatory compliance review, farmers needed a reliable resource for proven, credible scientific information - so they didn’t get eaten alive by the critics.

“Fusion Alliance really understands communication and e-business as a primary focus. PR and ad agencies have digital “divisions,” but it’s really not a core competency as it is for Fusion.”

R&D Business Leader

Sometimes the fight isn’t always fair.

Consumer activism can lead to alarm and accusation, which isn’t always a bad thing. Better safe than sorry. But if you were among the scientists working to protect and increase the yields of food crops for a growing global population, you learn the fight isn’t always fair, despite a half-century of proof that your product makes a minimal impact on humans and the environment.

Fusion Alliance’s client, the agricultural R&D division of a Fortune 100 company, needed an attractive, well-researched, web-based solution. The digital marketing strategy would simply be a courageous, plain-language advocacy site to support open, honest dialog and educate stakeholders at all levels, from government review committees to farmers to consumers, about their product’s benefits and the science that supported the company’s claims.

Transparency does not equal image management.

The choice to engage in honest dialog meant addressing public concerns openly and directly, offering solid assurance about the low risk of using their product, and a reasoned case for why pesticides in general are critical to feeding humanity. In an age of image management and spin, a truly transparent website design and content strategy was a bold and respectable choice.

“I like Fusion’s thoughtfulness and time spent developing strategy. It’s really important to ask critical questions and learn the business.”

Global Digital IT Manager

Truth and integrity are [still] worth fighting for.

With deep experience in regulated industries, Fusion Alliance helped this agricultural R&D company build an attractive, informative, and accessible site. It continues to be an honest, refined web presence for educating stakeholders and maintaining brand integrity.