Automated Marketing – Ekonomics, ESN, Smart Nutrition MAP+MST, The Dirt Quarterly
Digital
2025 NAMA Award - Certificate of Merit
AdFarm partners with Nutrien to develop, implement, and optimize automated marketing strategies tailored to each of its brands. While all brands have their own subtle differences, the goal is to ensure consistency, efficiency, and measurable impact across campaigns. Impact is measured through awareness and engagement.
Understanding that our customer base prefers a concise and timely communication style, we develop and send a monthly newsletter for each brand, keeping the following goals in mind:
Awareness — Keeping brands top of mind throughout the growing cycle.
Interest — Pique consumers’ interest, promote and prove the benefits of products through testimonials, trials and general agronomic proof points.
Consideration — Ensure our audience is being informed, educated, and served with information that is relevant and persuasive.
We create compelling communications for our top-of-the-line products, while simultaneously highlighting Nutrien as a leader in science-based thought leadership to our customer base. Our goal is to surpass industry benchmarks of 38.02% Open Rate and 2.90% Click Rate.
AdFarm helps Nutrien develop and share newsletters for the following brands on a monthly or quarterly basis:
ESN® Smart Nitrogen®: ESN® Smart Nitrogen® is a urea granule comprised of 44% nitrogen, contained within a flexible polymer coating. This newsletter is sent monthly.
Smart Nutrition™ MAP+MST®: Smart Nutrition™ MAP+MST® is the latest, most efficient fertilizer system for delivering sulfur and phosphorus to your crops. This newsletter is sent monthly.
eKonomics: eKonomics is a thought leadership platform that provides growers with the information and insight they need to make the best choices on their farms. The newsletter is distributed on a monthly basis to two distinct audiences: a broad general subscriber list and a targeted list of independent crop consultants (ICC).
eKonomics LinkedIn newsletter: In 2025, we launched a biweekly LinkedIn newsletter published through the Nutrien eKonomics LinkedIn page. Designed to complement our existing email program, the newsletter highlights seasonal and time-sensitive agronomic themes curated from content on eKonomics.
The Dirt PodKast: The Dirt PodKast features down-and-dirty agronomic science to help grow crops and bottom lines. The podcast breaks down the latest crop nutrition research and news. A quarterly email is sent out highlighting episodes.