Introduction

The organisation recently entered the agriculture sector in Jeddah, operating amid significant uncertainty about whom exactly to serve within its market. Its leadership and marketing team lacked defined customer personas, hindered by absent demographic and psychographic data. This created erratic communication efforts and campaigns that failed to engage meaningful segments.

Seeking direction, the brand engaged Moris Media for clear diagnostic insight and a structured approach. The goal was to develop audience intelligence that would enable effective targeting, optimized messaging, and development of acquisition funnels to achieve sustainable market traction.

Background

Before Moris Media’s involvement, the company struggled with lack of audience clarity, unfocused campaign spend across multiple channels, and weak online visibility in Jeddah’s competitive agricultural industry. Internal resource allocation was fragmented, and the absence of targeted customer understanding stalled demand creation and growth forecasting.

Strategy

• Audience Profiling Development
  Created detailed demographic and psychographic customer personas relevant to Jeddah’s agriculture market.
• Targeted Messaging Framework
  Crafted persona-driven narratives to increase relevance and engagement across channels.
• Acquisition Channel Optimization
  Reallocated budgets strategically focusing on highest-converting platforms and local agriculture networks.
• Content Strategy Alignment
  Produced sector-specific content addressing farmer challenges, compliance, and innovation adoption.
• Funnel Structuring and Tracking
  Designed measurable acquisition funnels to monitor behavior, conversions, and inform demand generation.

Challenges Identified

• Unclear target audience leading to low message relevance
• Misallocated budget across multiple ineffective acquisition channels
• Weak digital visibility affecting local reach and credibility
• Limited insights on customer lifetime value and priority segments
• Inconsistent engagement causing poor conversion rates
• Absence of defined acquisition funnel inhibiting growth prediction
• Difficulty in aligning offerings with market needs due to shallow customer data