The Challenge
A grassroots program in its first year of operation, Famers2Founders was an unknown entity across many of the target areas and audiences. The success of the program relied on applications for several mentoring programs designed to develop specific agfood/tech solutions.
The Results
120 media articles across 13 months including;
Qantas Magazine, The Land, The Weekly Times, Stock and Land, ABC Country Hour, The Stock Journal, Farm Online, Wine Titles Media & Queensland Country Life, Graziher, The Farmer Magazine, ABC News Online, Women’s Agenda and ACE Radio Country Hour
Significantly increased the F2F brand exposure including:
Over 4.5 million views of online articles
This reach does not include radio, broadcast tv or magazine titles
The Brief
Generate brand awareness and increase applications for the agfood/tech workshops and mentoring programs offered by Farmers2Founders across regional Australia.
Approach
We decided it was best to approach the outreach in three phases. In the community phase we pitched to local media outlets in small regional centres which were identified as “hotspots” for applications or workshop locations. This included community radio, local newsletters and social media community pages. In this phase messaging was aimed at increasing awareness of the F2F program and upcoming events in local areas.
Moving into the regional phase we secured media coverage in specific regional outlets such as The Weekly Times, Prime7, ABC Radio, localised newspapers and radio programs. In this phase messaging focused on the testimonials and case studies of pre-existing participants to encourage further applications to the mentoring program.
The final national phase focused on contacts and networks at state-wide and national media outlets such as The Farmer Magazine, Qantas Magazine, ABC Country Hour, and Farm Online to build a stronger profile for F2F across metro and regional areas. Messaging in this phase focussed on positive outcomes from the mentoring programs and the benefits for future applicants. The national phase also included coverage of the inaugural Farmers2Founders Bootcamp in Sydney, which saw key target media such as The Land, The Weekly Times, ABC Conversations and ABC Country Hour covering the event.