Page Comparison

AgGateway 2016 Communications Plan - Quarterly Goals

Q1 Q2 (JanApril-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.

...

June)

Media relations

• • Column in Precision Ag publication in advance of InfoAg
  • Column directed to Ag Retailers on need to get engaged
  • Goal of at least 3 press releases
in 1^st 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.
• • this quarter
    
    

Membership Campaign

• • Messaging - Further refine messaging and materials by target audience (value/benefits).  
  • Tactical activities (based on plan formulated with CEO and COO in Q1) such as letters, flyers, etc.
  • Consider materials needed, leveraging website
, LinkedIn GroupWebsite
• 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
• • LinkedIn Group 

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.

...

Producer Engagement

• Consider concept of producer advisory group or some other way to engage producers/get their input. Consider: roundtable co-promoted with a publication. Or whether there are advisory groups that already exist that we can tap into. 

Leverage relationships withtrade association members

• Visits and calls 

Website

• • Address how to facilitate newcomers into orientation of eAgriculture/ AgGateway
  • Address new members “area” and education needs
  • Re-evaluate current content and structure of the website to raise its effectiveness as a marketing tool, including:
    • Evaluate how to make the Home page more powerful
    • Address ways to maximize promotion of AgGateway resources (AGIIS, etc.)
    • Leadership recognition – Continue to recognize active companies and individuals to encourage continued volunteer participation and to demonstrate the contributions of AgGateway members companies.
    • Leverage further use of photography and video throughout the site.

Mid-Year Meeting Promotion

April

• Flyer pdf
• eBlasts 1) Register and Reserve hotel now (4/12); 2) Sponsorships (4/26)
• Newsletter:
  • 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)

...

• May issue – Highlights, invite a trading partner (due 4/15; publish 5/4)
• Communication to Councils to encourage registration (4/6)
• Trade associations: Blurbs with request to run on their websites/newsletters (4/8)

May

• Press release - promote speaker and educational opps, invite a trading partner – (5/4)
• eBlasts: 1) Hotel reminder, invite a colleague (5 reasons you should be at MYM) – (5/3); 2) Invite a trading partner, hotel/registration reminder – (5/10); 3) Previous attendees eblast (5/17); 4)       Networking opportunities, roughly 2 weeks out registration reminder – (5/24)
• Communication to councils to encourage registration (5/2)
• Newsletter: last minute information, transportation options (due 5/18; publish 6/3)

June (meeting begins June 13)

• Membership eblasts: 1) Final reminder/logistics details (6/7); Survey (6/22)
• Newsletter – July issue – thank sponsors (due 6/17) 

Annual Conference Promotion

June

• Website: Events page set up
• Newsletter: Save the date on right sidebar of newsletter
• MYM: Promotion at the meeting – info table about Annual Conference
  
  

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.