NPFT Retailer Toolbox

Microsite or Landing Page

2024 CAMA Award - Certificate of Merit

Nutrien Premium Fertilizer Technologies (NPFT) wanted to stay top of mind and connected via an all-inclusive website where retailers could access helpful product info, education resources and incentivized training. 

This hub was named the NPFT Fertilizer Toolbox for its “one stop shop” capabilities. The tools offered are truly robust, with nutrient and ROI calculators, geographic soil data, and trending topics. These tools help retailers offer better advice, guidance, and product information to their customers. 

AdFarm created the site and compiled all the different content and resources available to retailers within. The site features each of the NPFT brands: ESN Smart Nitrogen, Smart Nutrition MAP+MST and their thought-leadership platform, eKonomics. 

Retailers are incentivized to use the site via reward and recognition opportunities. Training completions earn entries into draws, with more chances given as you complete more training. This keeps retailers returning to the site and learning more about NPFT’s offerings and crop nutrition information that is vital to their customers. Additionally, retailers can earn CEU credits through the training modules provided.  

The site also gives retailers access to NPFT’s skilled agronomists and sales team. 

A targeted email campaign encouraged retailers to sign up for the site. Two monthly reminder emails are sent, encouraging retailers to complete training for that month’s prize and announcing reward winners. 

The Fertilizer Toolbox was launched on 7 September 2024 and the first season closed on 31 August 2024. 

The Fertilizer Toolbox is a great resource for all NPFT offerings that a retailer would need to know. From in-depth product information to helpful crop guides, ROI tools and calculators, the Fertilizer Toolbox combines all the great resources developed for each brand and places them all in one easy-to-access location. This, plus reward opportunities, brings retailers back to the site monthly to complete brand-specific training and continue their learning.  

While the Fertilizer Toolbox was launched in September of 2023, the first season closed on 31 August 2024. Overall metrics (Canada & US) are extremely promising with a 65% engagement rate and close to 13,000 sessions in its first two months.