The Fusion approach is always to consider how we identify, target and reach effectively the appropriate customers for each product whether dairy farmer or builder, the creative approach we take is highly specific and focussed to each target audience.
Client:
TIAH (The Institute of Agriculture and Horticulture)
Our task:
Membership launch campaign
The Institute of Agriculture and Horticulture (TIAH) was launched to lead a new skills strategy for everyone working in primary food production in England.
Working alongside training providers and stakeholders, their aim is to support farmers and growers and their employees to drive a positive change towards people development and lifelong learning by helping them secure the right skills to run professional, productive and profitable businesses while supporting a resilient and sustainable industry.
Membership of TIAH is designed to support anyone working in farming and growing to access training, online learning resources, support with time saving tools such as job profiles and adverts, record CPD and achievements and more.
Fusion’s task was to develop an engaging advertising campaign to demonstrate and promote the key benefits of TIAH membership to farmers and growers.
Project skills/elements:
- Working with existing TIAH brand guidelines.
- Aspirational signature images that demonstrate TIAH access and support in real world farming, by showing typical users. Imagery that tells a story and connects with the target audiences.
- We identified the key skills/training/development issues that are important to our different target audience segment from existing research to develop leading questions that offer a compelling reasons to join.
- Sector specific creative was then developed for a co-ordinated and integrated advertising campaign.
- Key trade sector media targetting the 6 core sectors included titles such as Agronomist and Arable Farmer, Farmers Guardian to Poultry Business for both on-the page and digital adverts.
- An initial membership offer provided an additional incentive for joining.
- Creative was linked to a specific membership campaign landing page.
- This was further supported through events and exhibitions attended by the TIAH team with a pull-up display graphics and a 6 page membership leaflet.
