Outcomes
900,000 online news, PR and editorial reach in leading farming publications
200% uplift in social media followers in 6 months
150 print and online press features over 6-month period
In excess of 1M social media impressions
2M total marketing reach (spanning 6 months)
The campaign
To launch Low Carbon Agriculture Show (formerly Energy and Rural Business Show), its move to the East of England Arena, then online due to the pandemic, and highlighting key event highlights, to a farming audience.
This was achieved via management of the digital and print media, including print and digital
news articles targeted at the farming press, advertising, contra agreements with key agri
organisations, e-shots and e-newsletters and social media.
Strategy
A key part of the strategy for the PR and marketing of Low Carbon Agriculture show was to showcase speakers and speaker topics, as well as event highlights in the most influential agri media publications, and across Twitter, Facebook and marketing channels, so that UK farmers in would be aware of the event features and its change of location, and then its move to digital.
Pivotal to the campaign was finding topics to interest farmers, interviewing key speaker subjects and producing news stories which would inform farmers of policy changes and opportunities in farm diversification and renewable energy.
The move to online was challenging, but the event saw an opportunity in hosting monthly 'Digital Insights' webinars, where speakers debated current topics. We promoted each event and they proved hugely popular. The carbon webinar had over 200 live delegates.
We secured press coverage in leading farming titles, including Farmers Guardian, Farmers
Guide, Agronomist and Arable Farmer, Midland Farmer and Anglia Farmer, and the show had over 150 print and online features over a 6-month period.
Social media also saw a 200% uplift in genuine followers over the 6-month period.
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