In line with its emerging genetic leadership, Great Lakes is launching an aggressive marketing blitz that’s as bold and unique as the technology that spawned it.

Built on the tag line, “Generations Ahead”, the campaign features outsized messages, doubled type, and a streamlined design concept, complete with double helix. There is also a complete new line of collateral materials, a redesigned website and an energetic launch with our entire sales and dealer force.

“It’s a bold position,” said marketing manager Doug Little. “But we’ve got one of the great breeding technologies of the last hundred years and almost a century’s worth of championship germplasm. We’re looking at a bold new world.”

The GLH website (www.greatlakeshybrids.com) features the seed industry’s first use of Blogs (or web logs). Great Lakes is using this technology to keep their staff, dealers and customers up to date on the latest agronomic trends. The blog is updated by agronomists and other registered users on a daily basis and will soon be a trusted industry resource for the latest agronomic news. Blogs are also going to be installed in the travel, product and dealer/staff login areas.

“The idea of using blogs was presented to us by the company doing our web hosting, VisibleBits, and it really fit with our new market positioning,” adds Clint Hawks, communications manager. “We’d really like to see our agronomy blog be the place on the web to come for all news and trends related to corn, soybean and alfalfa production.”

The rest of the website is backed with information about corn breeding, doubled-haploid breeding, the process of creating hybrids, seed production and quality and much more. The Great Lakes travel programs, employment opportunities and user testimonials are also featured.

In August, a new seed selector feature will be available that will allow farmers to input their exact seed needs and the website will return the GLH products that best fit those needs. Then the user will be able to compare the results of that search to find the best seed fit for their specific situation.