2016 AgGateway Communications Plan

AgGateway 2016 Communications Plan

Situation Analysis

AgGateway continues to provide a dynamic environment that engages many industry leaders from a variety of sectors in steady efforts to enable and expand eAgriculture. While membership growth has slowed slightly in the past two years, a growth trend continues, a direct result of productive work efforts in such areas as precision ag, ag retail, grain & feed, specialty chemical, and other areas, and the continual improvement and development of resources to help the industry better connect electronically.
Despite these successes – and indeed because of them, AgGateway will benefit from increasing its marketing communications activities in 2016. Communications will continue to focus on:

• Awareness: Success of the AgGateway mission requires an appreciation for the importance of eBusiness, yet much of the agriculture community still has little or no awareness of AgGateway, its valuable resources (e.g., AGIIS, AgGlossary.org, ADAPT), its activities, and the value of eAgriculture.

• Participation: AgGateway's success relies on active participation from a critical mass of companies within each focus area, and the growth in that participation to other companies and sectors in order to achieve full implementation. Our communications therefore must present calls-to-action and inspiring reasons for others to become actively involved in our efforts.

• Initiative support (e.g., Councils, Projects, etc.): As we grow there are more project activities, more initiatives, and more information to communicate. The leadership for many of these AgGateway initiatives (SPADE, AIDC, Ag Retail, etc.) and Councils are increasingly asking for support to boost participation in their activities. They are looking for ways to effectively report on their successes and encourage implementation of specific eBusiness processes or use of specific new resources.

• Consistent corporate branding/messaging: With rapid growth – and with these requests for communications support from various groups – comes the need to maintain a standard approach that can be used continuously to promote AgGateway and its activities.

• Corporate positioning: Hand-in-hand with corporate branding is the evolving position of AgGateway as an industry expert source in eAgriculture. As the organization grows and activities increase, we should continually position AgGateway as the leading source in helping the industry implement eBusiness. This involves pulling together the disparate activities and pieces and presenting a clear picture of the progress in eAgriculture.

This plan attempts to address these needs within given staff and budgetary limitations, and in direct correlation with AgGateway's overall 2016-18 strategic objectives.

AgGateway Strategic Objectives

This plan directly addresses AgGateway's second Strategic Objective:

• • Strategy 2: Articulate a powerful message about what we are trying to achieve and the value for the members and the industry (Result: More members and more connectivity); Develop and implement a multi-year marketing plan to communicate a powerful message regarding the benefits and value of eAgriculture and AgGateway resulting in x% membership growth, y% retention, and z% satisfaction by 2018.
    • 2016 Tactical Objective: Establish benchmarks for the measurement parameters and develop multi-year plan by Nov. 1, 2016 and implement 2016 preliminary plan developed in December 2015.
    • 2016 deliverable: established benchmark and a multi-year marketing plan

2016 Tactics:

• • • • Establish benchmarks for membership growth, member retention and member satisfaction
      • Execute 2016 Communication plan
      • Draft multi-year plan based on membership survey and begin implementation.
      • Conduct benchmarking survey

This 2016 Communications Plan will also serve to support the other three 2016-18 Strategic Objectives, especially #1 and #3:

• • Strategy 1: Create and implement a plan to broaden the scope of eAgriculture by 2018 (Result: More members, more eBusiness implementation, and a more connected industry)
    • Tactical objective includes: By October 2016 develop multi-year plan which could include membership drives, promotion of AGIIS and use of unique identifiers, creation and promotion of enabling resources, etc.

• Impact on this Communications Plan: The Director of Marketing Communications will be assisting the COO and CEO in formulating strategic and tactical communications approaches for the multi-year plan, as well as the launch of activities by November 2016.

• • Strategy 3: Grow membership and increase engagement of members (Results: Stronger organization and more members benefiting from eBusiness)

• Impact on this Communications Plan: Member communications efforts in this plan will directly support this objective.

2016 Communications Goals

Goal #1: Complete the tactics included in Strategic Objective 2

• • Develop and implement a multi-year marketing plan by November 2016 to communicate a powerful message regarding the benefits and value of eAgriculture and AgGateway resulting in x% membership growth, y% retention, and z% satisfaction by 2018.
  • Establish benchmarks for the measurement parameters.
  • Conduct a benchmark survey by which to measure progress.

Details
For this 2016 plan, and the subsequent multi-year marketing plan, we will expand some of the basic messaging in our materials that now generally describes "who" AgGateway is, to additional communications on "why" – as in "why eAgriculture is essential", and "why engagement in AgGateway is so important." At the same time, we will further refine messaging and materials by target audience.
Specific tactical steps include:

• • Develop messaging and supporting points around the "Why" of AgGateway – why it is important to be engaged and why eAgriculture is important.
    • Timing: 1st quarter 2016

• • Further refine messaging and materials by target audience: Develop sub-plans for each key audience, and extend into the multi-year plan.
    • Timing: 1st quarter 2016
    • Examples of target audiences: specialty chemical industry, precision ag, ag retail. Work with CEO and COO in the 1st quarter to refine priority audiences for 2016.
    • Include in sub-plans ways to communicate messages to c-level executives, particularly at member companies
      • This might include equipping AgGateway members with messages or materials to share with executives within their companies; and/or media relations activities designed to reach this audience, as well as other tactics.

• • Identify a vendor to assist with a membership satisfaction survey, to establish a benchmark for member satisfaction.
    • Identify vendor (Timing: 1st quarter)
    • Draft survey instrument (Timing: 2nd quarter)
    • Field survey (Timing: 3rd quarter) and establish benchmark.

• • Work with the CEO and COO to establish the benchmarks for membership growth and retention parameters.
    • Timing: 3rd quarter
  • Complete a multi-year plan draft.
    • Timing: 3rd quarter

Goal #2: Continue to increase awareness of AgGateway in the agriculture industry

• • Increase media relations (e.g., press releases, bylined columns in key publications) to highlight how work within AgGateway is helping businesses and the industry.
    • Timing dependent on news and opportunities, but might include:
      • Column or exclusive interview re: ADAPT in 1st quarter
      • Column in Precision Ag publication in advance of InfoAg (July)
      • Column directed to Ag Retailers on need to get engaged (1st or 2nd quarter)

• • 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.
  • Promote the value of AgGateway eBusiness resources (e.g., AGIIS, ADAPT, etc.).
    • This will mostly be done in conjunction with other efforts, such as promotion of ADAPT, updating the website, etc.

• • Support meetings goals to increase attendance at the Mid-Year Meeting and Annual Conference, as a way to increase awareness of AgGateway and engagement in eAgriculture.
    • See sub-plans in appendix.

Goal #3: Support efforts to grow membership, and to increase member engagement and retention - (Strategic Objective #3)

• • Create a campaign plan with the CEO and COO for how the organization can address this goal in 2016.
    • Timing: 1st quarter
    • Execute the communications portions of the campaign plan throughout the year.

2016 Targets

• • Current membership
    • Members within these segments: allied providers (distributors, retailers, software and service providers), ag retailers, crop nutrition, crop protection, feed, grain, precision agriculture, seed and specialty chemical.
    • Leadership within member companies, reached via current member volunteers and other means (media, etc.) as noted below.

Potential members

• • • Other companies within the sectors above.

Ag industry leaders

• • • Progressive growers and grower leadership (e.g., trade associations representing grower community.)
    • Ag industry influencers (trade associations, key media, consultants, etc.)

Tactics

1. Media Relations
   • Press releases – goal of at least 1/month.
   • Guest columns – plan at least 2 guest columns/articles in trade press.
   • Company publications – encourage members to have their company publications run stories on the company's work with AgGateway.
   • Clean/update/expand press list; develop targeted lists for targeted messaging.

Marketing Communications Materials

Further leverage existing materials, and develop new materials as needed; encourage members to serve as ambassadors in promoting the value of AgGateway/eAgriculture both with their trading partners and internally with their corporate leadership.

• • Produce an AgGateway annual report/progress report for annual conference.
  • Promote the "Communications Kit" (Fact sheets, videos, etc.) page and how to use it.

Website

• • Re-evaluate the current content and structure of the website to raise its effectiveness as a marketing tool, including:
    • Freshen content
    • Evaluate how to make the Home page more powerful
    • Address how to facilitate newcomers into orientation of eAgriculture/AgGateway
    • Address new members "area" and education needs
    • 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.

Leveraging Association Ties

• • Connect with the communications staff/function of key organizations (ARA, TFI, CLA, ASTA) to discuss further means to communicate about AgGateway/eAgriculture.

Social Media

• • Work with the Communications Committee to broaden our social media presence.

Advertising

• • As we did last year, explore opportunities to run at least one low-cost or no-cost ad in the trade press to promote 1) AgGateway and 2) the annual conference.

Newsletter

• • Continue tight management and good variety of contributions demonstrating breadth of AgGateway activities.
  • Continue leadership recognition – profile from each council, profile of individuals who have served for good length of time.

AgGateway Meetings

• • Assist in goals to increase attendance at Mid-Year Meeting and Annual Conference.

[See full promotion plans for the MYM and Annual Conference below – Appendix I]

Awards Program

• • Ron Storms Leadership Award
  • AgGateway in Action Awards

Innovation Showcase

• • Try to grow this program for this year's Annual Conference.

Trade Show/Conference Participation

• • Evaluate venues; Ensure we have strong collateral for use as booth materials.

[Events Calendar at end of this document – Appendix II]

Appendix I: Meeting Promotion Plans

2015 Mid-Year Meeting Promotion Plan

June 13-16; Bloomington Doubletree, Minneapolis

Assumes registration opens March 23

Jan-Feb.

• Website: Home page promotion – Mark your calendar (done)
• eBlast: Mark your calendar - both MYM and Annual Conference dates (by 1/22)
• Newsletters:
  • Jan/Feb. - Mark your calendar (both meetings)
  • March issue – Mark calendar (due 2/19; publish 3/4)

March

• 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)

April

• eBlasts
  • Register and Reserve hotel now (4/12)
  • Sponsorships (4/26)
• Newsletter: 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:
  • Hotel reminder, invite a colleague (5 reasons you should be at MYM) – (5/3)
  • Invite a trading partner, hotel/registration reminder – (5/10)
  • Previous attendees eblast (5/17)
  • 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:
  • Final reminder/logistics details (6/7)
  • Survey (6/22)
• Newsletter – July issue – thank sponsors (due 6/17)

Annual Conference Promotion Plan November 7-12
Renaissance at SeaWorld, Orlando
Assumes registration opens 8/5 (about 3 months before meeting)

Jan-Feb.

• Website: Home page promotion – Mark your calendar (done)
• eBlast: Mark your calendar - both MYM and Annual Conference dates (by 1/22)
• Newsletters:
  • Jan/Feb. - Mark your calendar (both meetings)
  • March issue – Mark calendar (due 2/19; publish 3/4)

March-June

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

July

• Newsletter: August issue – register now, invite trading partners, highlights (due 7/15; publish 8/3) Additional related articles: Ron Storms and GTAC nominations open.
• Ads: Work to secure at least two low-cost/free ads in trade pubs by 7/15, to run Sept./Oct.

August

• Press releases: Registration Open! (8/10)
• Website:
  • Rotating banner – Register now!
  • Annual Conference page – pdf of conference flyer posted (8/10)
• Newsletter: Sept issue – Register now, highlights (due 8/17; publish 9/7)
• eBlasts
  • Registration open! (8/16)
  • Ron Storms call for nominations (8/19)
• Councils: Communication to councils to encourage registration, invite teams and trading partners (8/10)

September

• Association Partners: Ask to run promo blurbs in their website/newsletters (by 9/11)
• Press Release: Speakers, educational highlights, special events (9/11)
• Newsletter – October issue: Networking, special events (due 9/18; publish 10/7)
• eBlasts:
  • Ron Storms call for nominations (9/6)
  • Why come? Link to flyer (9/8)
  • GTAC nominations closing soon (9/14)
  • Registered yet? Early bird rates, keynote speaker, educational highlights (9/21)
  • Early bird hotel rate ends [DATE] - UPDATE as needed - (9/28)

• Councils: Communication to councils to encourage registration, invite teams and trading partners (9/8)

October

• Website: Promote list of who's already registered.
• Newsletter: Not too late, last-minute announcements (due 10/14; publish 11/2)
• eBlasts:
  • See who else is coming, location highlights (10/5)
  • Invite a trading partner (10/12)
  • Keynote speaker, thank sponsors (10/10)
  • It's not too late to register! Early bird drawing winner (10/26)
• Councils: Communication to councils to encourage registration (10/5)

November

• eBlasts:
  • Checklist for the conference (11/2)
  • First time attendee lunch

-Survey (11/14)

Appendix II – 2016 Events Calendar

JANUARY
Jan 6-8
(Ornamental) Mid-Atlantic Nursery Tradeshow
Jan 9-12
AFBF 2016 Annual Convention & IDEAg Trade Show Orlando, FL
Jan 12-14
(Structural Pest Control) Georgia Pest Control Association – Athens (Winter) Conference
Jan 13-15
(Structural Pest Control) NPMA Eastern Conference
Jan 18-21
(Structural Pest Control) 2016 Florida Pest Management Association (FPMA) Pest & Lawn Care Expo
Jan 20-22
(Ornamental)Tropical Plant Industry Expo
Jan 25-28
(Structural Pest Control) NPMA PCT School
Jan 26-28
(Structural Pest Control) NPMA Southwestern Conference
Jan 31 - Feb 2
NASDA (National Association of State Departments of Agriculture) Winter Policy Conference, Washington, DC

FEBRUARY
Feb 4-5
(Structural Pest Control) Alabama Pest Control Association Winter Meeting
Feb 6-11
(Turf)
Golf Industry Show
Feb 8-9
(Structural Pest Control) SCPCA Winter School

Feb. 8-10
ASABE 2016 Agricultural Equipment Technology Conference Louisville, Kentucky
Feb. 8-10
The Fertilizer Institute (TFI) The 2016 Annual Meeting Orlando, Fla.
Feb. 9-11
The Pesticide Stewardship Alliance 2016 Annual Conference Albuquerque, NM
Feb. 9-11
WORLD AG EXPO 2016
Tulare, California
Feb 9-10
(Structural Pest Control) NPMA Southern Conference
Feb. 20-23
Association of American Plant Food Control Officials (AAPFCO) Winter Annual Meeting
Albuquerque, New Mexico
Feb 22-23
Crop Life America Winter Board Meeting Arlington, VA
Feb 25-27
(Structural Pest Control) NPMA Northwest Conference (Washington and Oregon Pest Control Association)
Feb. 27-March 1
GEAPS EXCHANGE 2016
Austin Convention Center Austin, Texas

MARCH
March 3-5 Commodity Classic
New Orleans, Louisiana

March 7-9
American Feed Industry Association (AFIA) Spring Committee Meetings
New Orleans
March 9-11
American Feed Industry Association (AFIA) Purchasing & Ingredient Suppliers Conference New Orleans
March 13-15
National Grain and Feed Association (NGFA) Annual Convention
San Diego, Calif.
March 16-17
World Agri-Tech Investment Summit San Francisco
APRIL
April 12-14
CropLife and RISE Spring Conference Renaissance Capital View Hotel, Arlington, VA
April 13-15
2016 Agri-Marketing Conference Kansas City, MO
April 17-20 AFIA
5th Global Feed & Food Congress Antalya, Turkey
MAY JUNE
June 1-3
GS1 Connect Conference 2016 Washington D.C.

June 13-16

AgGateway Mid-Year Meeting Bloomington Doubletree, Minneapolis

June 16-18
(Ornamental) Florida Nursery, Greenhouse and Landscape Association
June 18-22
American Seed Trade Association (ASTA) Annual Convention
Portland, Ore
June 23-25
(Structural Pest Control) California PCOC Convention JULY
July 9-12 (Ornamental) Cultivate
July 17-20
American Society of Agricultural and Biological Engineers (ASABE) 2016 Annual International Meeting
Orlando, Florida
July 25-27
Council of Producers and Distributors of Agrotechnology (CPDA) Summer Conference & Annual Meeting
Stowe, Vermont
July 28-30
(Structural Pest Control) NPMA Carolinas/Mid-Atlantic Summer Conference
July 31-Aug. 5
2016 Joint Annual Meeting with AAFCO & AAPFCO Pittsburgh
AUGUST Aug. 2-4
InfoAg
St. Louis
Aug 25-27
(Ornamental) Far West
Aug. 30-Sept. 1
Farm Progress 2016 Show Boone, Iowa

SEPTEMBER
Sept 21 - 24
NASDA (National Association of State Departments of Agriculture) Annual Meeting, Lincoln, NE
Sept. 25-27
TFI World Fertilizer Conference San Diego, CA
Sept. 25-28
CropLife America (CLA) Annual Meeting
New Orleans, LA
Sept 26-28
(Turf) Florida Turfgrass Association
OCTOBER Oct. 16-18
North American Fertilizer Transportation Conference Hyatt Aviara
Carlsbad, CA
Oct 18-20
(Structural Pest Control) PestWorld 2016

NOVEMBER
Nov. 3-5 AFIA
Equipment Manufacturers Conference Tucson, Ariz.

Nov. 7-12

AgGateway Annual Conference Renaissance Orlando at SeaWorld, Orlando
November 11-13
National Association of Farm Broadcasting (NAFB) Kansas City, MO
Nov. 15-16
Drone World Expo
Commercial Applications of UAS Technology San Jose, CA
Nov. 15-17
2016 Fertilizer Outlook and Technology Conference Ft. Lauderdale, FL
Nov. 29-Dec. 1
ARA Annual Conference and Expo Orlando, FL
DECEMBER
Dec. 11-13 NGFA
45th Annual Country Elevator Conference and Tradeshow Chicago

2017
Ag Transportation Summit
NGFA and the Soy Transportation Coalition Summer 2017
Agritechnica 2017
Nov. 12-18, 2017

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