Tar Spot Summit Establishes AgReliant Genetics as a Trusted Industry Authority
The Work
Turn AgReliant Genetics’ early progress in identifying hybrid tolerance into broader industry awareness and establish the company as a trusted authority on tar spot management through proprietary research, expert perspectives and firsthand farmer experiences.
Approach
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Create a Centralized Source of Information
Develop the Tar Spot Summit as a first-of-its-kind media event that could provide timely, credible information on a rapidly evolving issue.
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Bring Perspectives Together
Convene leading plant pathologists, agronomy experts and farmers to share the latest research and real-world insights.
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Ground the Conversation in Research
Use proprietary farmer research to strengthen the event’s content and provide greater understanding around the challenges farmers faced.
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Give Media Direct Access
Create opportunities for media to interview experts, participate in panel discussions, tour research facilities and build connections.
The Challenge
Tar spot quickly emerged as a high-risk threat across the Corn Belt, driving yield loss and costly management decisions. While the industry struggled to keep pace with the emerging disease, AgReliant Genetics had already made critical early progress through its corn research program to identify hybrid tolerance and give farmers a clearer path forward. The opportunity was to turn that head start into broader awareness and establish AgReliant Genetics as a trusted authority on tar spot management.
Creating a Trusted Platform for Tar Spot Information
AgReliant Genetics and MorganMyers created the Tar Spot Summit to provide agricultural media with credible information on a rapidly evolving issue. By combining proprietary research with insights from plant pathologists, agronomy experts and farmers, the event created a centralized source of information on a rapidly evolving issue.
Connecting Media with Research and Experts
Beyond presentations and panel discussions, the Tar Spot Summit gave media time to conduct interviews, tour AgReliant Genetics’ research facilities and connect with experts during group dinners and networking opportunities. This access helped media build confidence in the information and tell more informed stories, extending the reach of the company’s expertise beyond the event.
Results
The Tar Spot Summit positioned AgReliant Genetics as a trusted source of information on one of corn production’s most pressing challenges.
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192media placements
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4.2Monline and print impressions
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800ksocial impressions
