Authenticity builds confidence

Client: NutrientStar

NutrientStar is a new, science-based review program for tools designed to help farmers use fertilizer more efficiently and effectively. When a tool passes muster with NutrientStar’s independent review panel, it can benefit everyone in the grain supply chain: agribusinesses that make the tools, food companies, farmers and even their crop advisors. We joined up with the NutrientStar team to help them find their voice and jumpstart participation.

Client Challenge

Develop a core message, brought to life on a new website, that appeals to audiences across the supply chain … and then overcome the biggest barrier to NutrientStar’s success: the skepticism of their most important audience, agribusiness.

Shelton Strategy

We developed messaging centered on the idea of delivering confidence – confidence for farmers that a nutrient management tool really will work for them, for food companies that their grain supply chain can actually make progress on their sustainability goals … and for agribusinesses that all of this can give their tools an edge in the market.

But agribusinesses are hesitant to share company data with this unknown entity in order to undergo review. They first need confidence that NutrientStar’s mission really is to make products as effective as possible for farmers – not to slam tools that don’t meet its standards.

Our solution? Let agribusinesses hear straight from their own end users. By connecting them directly with farmers – and the expectations that drive purchase decisions – agribusiness can’t ignore the message. And NutrientStar proves both its purpose and its value.

Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Laila Waggoner

VP Client Engagement

Laila leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results – and clients’ satisfaction. She brings 25+ years of marketing leadership experience to her client relationships, with particular expertise in the homebuilding and remodeling industries as well as member-driven organizations, such as the Vinyl Siding Institute and Plastics Pipe Institute. Before joining Shelton Group, she led strategic marketing teams for Owens Corning’s insulation business.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Courtnay Hamachek

VP Operations

Courtnay oversees our day-to-day operations to keep us running smoothly and support our growth. She establishes project management systems and processes to help our teams anticipate bottlenecks, prevent process issues, and keep projects on time and on target. Courtnay has built extensive experience over 25 years in all aspects of marketing, from account services and project management to design and production.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.