Beef Shorthorn Cattle Society 2017 - 2022
Brief: to promote and position the newly formed organisation offering a unique, modern functional damline to fill a commercial market space, and in turn increase membership, registrations and ultimately, income.
To determine the marketplace, we discussed with commercial producers and carried out a survey taking in over 13,000 suckler cows. Following on, we agreed and deployed a wide range of strategic tactics to ensure optimum engagement.
Peer to peer engagement was paramount, delivering messages carried in case studies featured in key national and regional print titles, socials and web. We developed a series of exemplar Focus Farms, producers using product and providing the opportunity for content, open days and other assets.
We actively engaged with influencers including levy bodies - AHDB, HCC, QMS; SRUC and CAFRE farms and partner processor, Morrisons. We launched and developed both student and herd awards. To maintain engagement of membership and other stakeholders during lockdown we stepped up the campaign’s activities by organising and streaming a series of CPD webinars.
The brief annually culminated editing The Journal - content development and delivery, together with design and layout. 2022 issue amounted to 236p.
The campaign and its expanding reach made a significant contribution within a diminishing marketplace to increases of 15% in registrations and 25% active membership together with new record auction prices.
“Liz produced a highly effective campaign over five years to create a high profile for the Beef Shorthorn breed. The results in increase in membership and registration were measurable. Liz’s professionalism, understanding of our objectives, attention to detail, and ability to communicate with various partners whilst always meeting deadline was exceptional.”
Sally Horrell, Beef Shorthorn Cattle Society president 2017-2019