As part of its work to build a more profitable, sustainable and dynamic rural sector, the Rural Industries Research and Development Corporation (RIRDC) enlisted Currie Communications to launch its new farm diversity tool.
The free online resource, farmdiversity.com.au, allows farmers to investigate almost 100 options for diversifying their enterprise and building resilience in the face of increasing financial, environmental and market pressures.
Currie’s three month campaign strategy used traditional and social media, stakeholder engagement and print and online advertising to position farmdiversity.com.au as the go-to site for Australian farmers seeking to broaden their business approach.
The targeted campaign resulted in nearly 50 people visiting the site every day for at least five minutes on average, to see a shortlist of industries that may be viable in their area and learn what else they could be producing.
Two ambassadors, goat farmer Corrine Arnetts and egg farmer Brian Ahmed, were enlisted to tell their story through media activities and case studies. The Minister for Agriculture, the Hon. Barnaby Joyce MP, also issued a supporting media release.
The campaign engaged existing RIRDC stakeholders, including other research and development corporations (RDCs) and commercial and government organisations, to promote the tool (as well as collateral such as postcards and bumper stickers) through their own well-established agriculture networks.
The campaign achieved national coverage via print, radio and television, as well as online publications. Estimated reach for print and online advertising campaign was 25.7% of Australian farmers (excluding North Queensland Register).
The 700,000 impressions delivered through the online campaign resulted in very strong click through to the campaign website.
“It has been a pleasure working with the Currie team on the FarmDiversity PR campaign – the team did a fantastic job on the campaign and the strategy was carried out with precision.” – Damon Whittock, Communications and Public Affairs Manager, RIRDC.