With around 300 farmer members along Australia’s eastern seaboard, Dairy Farmers Milk Cooperative (DFMC) was looking to strengthen its value proposition with their processor, as well as building the culture of the cooperative to ensure members also recognised its value.
Currie initially undertook a communications audit for DFMC reviewing branding, messaging, reach and efficacy of its various communications activities and channels. We also undertook an extensive survey to benchmark sentiment towards the cooperative amongst farmer members. Using the findings, Currie worked with the DFMC Board and farmer representatives to develop a communications strategy supported by a 12-month implementation plan.
Key pillars of the strategy included media and messaging training to empower farmer advocates; a social media plan to build a Facebook community; developing a series of video and written case studies profiling members; improving member communications; and facilitating DFMC’s contribution to an ACCC review on milk pricing and cooperatives.
What our client says
“Currie has been very flexible adapting to our changing needs over the last year. They offer wise counsel on our communications and engagement activity, while at the same time delivering practical support for our day-to-day communications needs. We very much enjoy working with Currie and appreciate their responsiveness and knowledge of the dairy industry.”
Mark Kebbell, Executive Officer, Dairy Farmers Milk Cooperative