In 2018, Severn Trent first approached us to drive their farmer catchment communications. We were tasked with creating dynamic campaigns to capture the attention of the agricultural target audiences, inspiring behavioural change at a grass roots level.
We have drawn on a strategic PESO approach incorporating a variety of integrated tactics. This has encompassed everything from editorial and media relations through to advertising, social media and videography to achieve the objective of awareness and sign ups to Severn Trent’s catchment schemes.
The campaign brief has since expanded with the target audiences widening to encompass not only a core farming audience, but also anyone with land who could host biodiversity work, whether that be large estates, schools, businesses, or charities.
Over the first two years of the campaign, we’ve seen outstanding results and Severn Trent’s scheme applications continue to grow.
Key highlights from the campaign to-date include:
- A reach of over 3 million across 151 articles published in national, regional and online publications
- Managing six different seasonal advertising campaigns including print and digital adverts in key target publications
- Using sponsored social media posts with Farmers Weekly to overcome the issue of not owning a suitable farmer-facing social channel
- A total of 12 content generation days to capture a wealth of information for editorial, website case studies, videos, and imagery
Why media briefings are so valuable
Getting your target press together in one room on one day is both time and cost efficient. It allows clients to bring their stories to life and really get the journalist’s buy-in while cementing valuable media relationships.
While things have changed as a result of the COVID pandemic and many media briefings have been done digitally, we still see value in getting press out on-farm for a face-to-face event where appropriate. Agricultural journalists want to see the impact on-farm in a real-life scenario to get the full story.
Here are five points to consider when planning an on-farm media briefing:
- Find an accessible location, centrally located, ideally near to a motorway network, if possible
- Speak to key press in advance of setting a date to avoid diary clashes
- Send save the dates early
- Identify different story angles for journalists to explore to ensure they all get ‘exclusive’ content
- Make sure your speakers are briefed on what the press want to hear, considering the current news agenda and seasonality