FMC FREEDOM PASS
FMC created their proprietary FMC Freedom Pass grower program to encourage long-term customer loyalty to FMC and their complete product line-up, at both the retailer and grower levels. The program was designed to provide retailers and their grower customers with the maximum flexibility to make the best agronomic decisions for their operation and be rewarded for those decisions.
FLM Harvest worked with FMC from the earliest stages of the program to determine strategy, messaging and creative approach to ensure effective communications to internal, distributor, retailer and grower audiences.
Strategic communication tactics began with an internal and retailer training video series developed by our learning services, account management and creative teams in collaboration with client leadership. Additional communications outlined program details and benefits of participation for retailers and growers alike. A cadence of print and digital communications continued throughout the growing season, from preseason program teases to post-harvest mailers containing grower rebates.
This campaign is still underway. However, before the start of the growing season the FMC Freedom Pass program website had already received more than 30,000 unique online views.