Growing the story behind the seed. Strategic marketing and communications for Cotton Seed Distributors.
As Australia's sole supplier of elite cotton varieties, Cotton Seed Distributors (CSD) plays an important role in supporting the Australian cotton industry. From variety development and seed quality through to grower support and industry partnerships, there's a bigger story behind the seed.
the project
Bentley & George Communications partnered with CSD to strengthen its marketing and communications, providing strategic and hands-on support across product marketing, grower engagement, sales and corporate communications.
The work spans product positioning, campaign development, program management, digital communications and marketing collateral, helping CSD communicate the value of its products, programs and broader contribution to the cotton industry.
the challenge
With a diverse portfolio of cotton varieties, established industry programs and a strong focus on grower relationships, CSD needed a consistent and engaging approach to communicating the value of its products and services.
The opportunity was to bring greater clarity and consistency to product positioning, build awareness of new varieties and programs, support the sales team with effective marketing resources, and make technical information and grower resources more accessible.
our solution
Working alongside the CSD team, we provide flexible marketing and communications support across a range of business priorities.
This includes:
Product positioning and marketing: Developing positioning and marketing approaches across CSD's cotton seed varieties, clearly communicating their attributes and benefits to growers.
New variety launch: Developing the marketing campaign for the launch of Sicala 320B3XF, creating a clear and compelling story to introduce the new variety to the market.
FastStart™ Cotton Program: Managing the FastStart™ Cotton program, including the redevelopment of its website and the launch and promotion of the Cotton Pathways program. Delivered in partnership with Syngenta, the Cotton Pathways Program provides early-career agronomists with practical, hands-on learning experiences to build their knowledge, skills and confidence across the cotton production system. Marketing and communications support helps raise the profile of the program and connect with the next generation of cotton industry professionals.
Event marketing and storytelling: Supporting the development of CSD's trade stand at the Australian Cotton Conference, including the creative approach, content and storytelling. This included bringing CSD, CSIRO and Bayer Crop Science together to celebrate 30 years of Bt cotton in Australia and tell the story of the research, partnerships and innovation behind this significant industry milestone.
Sales and marketing support: Working with CSD's sales team to develop marketing materials and resources that support product promotion and grower conversations.
Corporate and stakeholder communications: Developing corporate and stakeholder communications and collateral to strengthen how CSD communicates its business, people, expertise and industry contribution.
Social media: Developing and managing social media content to share industry news, promote CSD initiatives, highlight its people and partnerships, and keep growers informed and engaged.
The result is an integrated approach to marketing and communications that connects product positioning, sales support, grower education, industry storytelling and brand awareness – helping CSD communicate the value, innovation and quality behind its varieties and the broader support it provides to the Australian cotton industry.
