SmartApply: Rebrand + Reposition

Purpose:

Get: Large agriculture related companies
Who: Who are potential acquirers of Smart Apply 
To: Acquire Smart Apply
By: By elevating the brand + demonstrating its commercial impact 

Explore the Smart Apply website here.

The Idea:

Smart Apply, Inc., is an agtech startup whose precision spray and data system for specialty crops (tree nuts and fruits, grapes, hops, nurseries) cuts chemical use by an average of 50%, dramatically reduces environmental impact, and captures data each time it sprays crops. The technology has the potential to transform how specialty crops are protected and accelerate sustainable farming practices at a global scale. However, the founder was serving as the de facto marketing director in addition to all of his other roles. To attract an acquirer – as well as customers and dealers – the company needed to level up its branding; use more compelling written and visual content; produce and deploy compelling videos; and increase overall awareness among dealers, growers, media, and potential acquirers.

Lux was initially hired as Smart Apply’s branding consultant in May 2022. She and her team were tasked with:

• New logo, brand identity guidelines + website
• Creation + management of social media channels
• All sales literature
• Ongoing blogs
• Public relations
• Investor relations
• Dealer + trade groups relationship management 
• Trade shows + speaking engagements
• Video scripting + production, including powerful testimonials + system demos 

Within 15 months of Lux being hired, Smart Apply was acquired by the John Deere Company, the biggest name in global agriculture. Deere valued Lux’s work and retained her as Smart Apply fractional marketing director from July 2023 through October 2024 to ensure continued brand growth through the integration period. 

View the Smart Apply website here.

View the Smart Apply blog here.

View more Smart Apply videos produced, sourced, and curated by Lux on the Smart Apply YouTube channel here.