Branding and Website Services for Global Data Provider

aWhere collects and distributes weather data across the globe in order to help farming organizations of all shapes and sizes plan better, reduce risk and increase yield. After being in business for 15 years, it was time for the company to nail down their positioning, messaging, product architecture and brand identity. aWhere needed to define who they truly were as company and the value their data provided in order to generate awareness and ultimately revenue. To this end, aWhere sought out Carbon8 to bring their brand and online presence into the modern era, provide them with tools for sales enablement and, perhaps most importantly, create clear and concise positioning and product architecture.

Visit aWhere's Website

aWhere
aWhere
aWhere

A Diverse Audience

aWhere’s challenge in defining their audience stemmed from the fact that while their greatest opportunities for revenue growth lay in the large private farming operations around the world, their roots and their hearts were with the small family farmers of developing countries and the charitable and government organizations that serviced them. Ultimately, Carbon8 established that their audience is segmented into three specific groups:

  • Large agricultural organizations, that need to leverage aWhere’s weather data, apps and APIs to improve their bottom lines.
  • Smaller agricultural organizations and consultants, that use aWhere’s platform to build their own applications and software for forecasting and modeling.
  • Government organizations and NGOs that need aWhere's data, platform and consulting services in order to serve the farmers of developing countries.  

 

Our Strategy

Carbon8 conducted over a dozen interviews of aWhere’s leadership and clients. We performed an extensive SEO and competitive audit, benchmarking market share, branding, messaging and online presence against for-profit agricultural data solutions competitors, non-profit partners and other for-profit organizations that serve non-profits. Carbon8 recommended a simple and straightforward approach to tell the story faster and get each audience segment to the appropriate content.

We crafted language to refine their offering. We designed a new logo that speaks to agriculture and aWhere’s ability to provide pinpoint data. Finally, we designed and developed a website with an architecture and navigation that enabled visitors to quickly self-identify and find rich content, like videos and white papers relevant to their specific needs.

Before and After

The result is a beautiful new brand, website and collateral materials that support the increasing sales opportunities of aWhere. The central messaging idea of agricultural intelligence is omnipresent on the site, eliminating all of the confusion of the previous site. Audience segments have clear direction in the global nav and throughout the site. Rich media content is prominently featured and each page was optimized for lead capture with content specific calls to action, forms and downloadable resources.

 

aWhere
aWhere
aWhere

Results

aWhere has been busy with their user-friendly CMS, the enterprise .NET solution Kentico with HubSpot integration, and have been able to leverage their newly branded social media accounts to help promote content. We also implemented technical and on-page optimizations to improve search visibility that resulted in a 31 percent increase in traffic, a 41 percent increase in visitors, and a 200 percent increase in ranking keywords.

 

aWhere

More Work Like This

Faction Inc.

Faction Inc.

website and continuous optimization for cloud services provider

View ProjectView Project
Union Place

Union Place

brand and website for downtown condos

View ProjectView Project
iamges