The dairy industry had seen 10 years of stagnant growth and declining confidence from farmers and industry. Dairy Australia recognised that a major change was required in the way they promoted both dairy products and the industry as a whole. Communication programs to farmers, consumers and other key industry stakeholders was fragmented, inconsistent and reactive. The health and wellbeing benefits of dairy for consumers had been undermined by various NGO’s, health bodies and other influencers with the contribution to the economy, particularly in rural areas, not being recognised by politicians or the broader community.
The Vision & Strategy Process
- Data from over 50 different industry documents and interviews with over 50 farmers,
company and industry body representatives from around Australia were undertaken to
precisely define the priority communication issues and identify opportunities.
- A ‘Brand Dairy’ vision, strategy and objectives was established with key stakeholders to
clearly articulate what needed to be done from a communications perspective to
support industry growth.
- A key stakeholder segmentation model, ’Brand Dairy’ positioning and communications
brief was developed with the marketing team and used to appoint a new advertising
- We worked with the marketing team and agency to develop the communications
strategy and marketing communications objectives.
“Meeting the needs of a broad range of stakeholders can be challenging, however Mike’s ability to personally engage with and understand our stakeholders views enabled us to develop a brand platform that the industry can all be proud of. The team’s knowledge of the industry and enthusiasm to deliver a great result made working with them a great experience.”
— Glenys Zucco, Consumer Marketing and Communications at Dairy Australia