APC aimed to increase confidence in its core swine product line while expanding its market share. They turned to Look East to focus their marketing message effectively to key stakeholders and enhance their public relations through trade and industry media.
With its media relations expertise and expansive agricultural knowledge, Look East stepped right in to fulfill the need. Look East started by engaging thought leaders to validate and measure the credibility of APC’s claims with a variety of stakeholders. Industry leaders identified three areas of focus: 1) Biosecurity, 2) Sustainability, and 3) Product Efficacy. Look East utilized this important discovery information to create a message map with these themes. Each message was tested to ensure it would resonate effectively with the target audience.
Additional visibility was gained as APC advisory board members served as podcast guests and were quoted in industry articles, sharing their expertise and valuable message to a global audience. The content was repurposed for social media and other digital platforms, providing consistency, convenient use and effective fits with each platform.
Furthermore, Look East took on the responsibility of developing, managing and maintaining a media list and successfully timed priority news releases to align with APC’s goals and objectives. This boosted awareness of the company’s efforts in biosecurity, sustainability and product efficacy. The expanded capabilities and refreshed content resulted in an increase of news releases created and distributed. Each message was tested to ensure it would resonate effectively with the target audience.