AgGateway 2016 Communications Plan - Quarterly Goals
Q1 (Jan-March)
- Further refine messaging and materials by target audience: Begin developing sub-plans for each key audience, and extend into the multi-year plan.
- Develop/Refine messaging and supporting points focusing on value and benefits. Articulate the “Why” of AgGateway
– why it is important to be engaged and why eAgriculture is important. - Examples of target audiences: specialty chemical industry, precision ag, ag retail. Refine priority audiences for 2016.
- Develop/Refine messaging and supporting points focusing on value and benefits. Articulate the “Why” of AgGateway
- Increase media relations (e.g., press releases, bylined columns in key publications) to highlight how work within AgGateway is helping businesses and the industry.
- Column or exclusive interview re: ADAPT in 1st quarter
- Goal of at least 3 press releases in 1st quarter
- Promote the value of AgGateway resources (AGIIS, etc.) w/in these communications
- Clean/update/expand press list; develop targeted lists for targeted messaging.
- Clean up distribution lists on Constant Contact with Member Services.
- Leverage relationships with trade association members, particularly ARA, TFI, AFIA, CropLife, and in the precision ag sphere.
- Set plan for series of visits and calls in 1st and 2nd quarter.
- Create a Membership campaign plan with the CEO and COO for how the organization can address this goal in 2016.
Execute the communications portions of the campaign plan throughout the year.- Consider materials needed, leveraging website, LinkedIn Group
- Website
- Freshen content on Home page, Working Group pages.
- Address how to facilitate newcomers into orientation of eAgriculture/ AgGateway
- Address new members “area” and education needs
- Materials/“Ambassador” program: (Q1 and throughout year)
- Publicize to the membership the Communications Kit and how to use it.
- Encourage members to have their company publications run stories on the company’s work with AgGateway.
- Encourage ways to communicate with “c-level” executives within companies.
- AgGateway Global Network
- Presence on AgGateway website with messaging on why it’s important to support these efforts.
- Approach to affiliates’ logos – work with Rod Conner.
- Social Media (Q1 and throughout year)
- Work with the Communications Committee to broaden our social media presence.
- Newsletter (Q1 and throughout year)
- Contributions demonstrating breadth of AgGateway activities; editing and production.
- Mid-Year Meeting Promotion:
- Website: Detailed MYM meeting page under Events (details posted by 3/25)
- Flyer pdf with meeting details – post to website by 3/25
- Home page promotion – Register now! (by 3/30)
- Press release when registration opens (3/23)
- eBlast: Register Now! (3/30)
- Newsletter: April issue – Hotel, registration details; highlights, sponsorships – (due 3/16, publish 4/6)