Our approach included developing a messenger, a message and a platform for effective engagement with consumers.
Pribro needed to leverage the credibility and passion of a high-profile veterinarian eager to engage in an honest dialogue with consumers, answer pressing questions and serve as a “trusted messenger” in the animal health industry. Enter Dr. Leah Dorman.
Dr. Leah Dorman came on board with an agreement that she would have full license to provide honest, forthcoming answers to the public’s questions about animal care and the safety of our food supply. She has been a tireless traveler who is determined to increase the public understanding of agriculture. Dorman is a veterinarian, wife and mother of three daughters, who still lives on her family farm. She is active in her local community and is a member of the American Veterinary Medical Association, U.S. Animal Health Association and National Institute for Animal Agriculture. She has also been trained as a federal Foreign Animal Disease Diagnostician.
To prepare Dr. Dorman for the task of becoming a trusted messenger, Look East provided Navigate training, as well as media training, to help her develop the skills to be an effective and confident messenger on behalf of Phibro and the animal health industry. Look East then worked with Dr. Dorman and Phibro leaders to develop a message blueprint that addresses hot topics in animal agriculture in a manner that conveys values while being fully grounded in science. Dr. Dorman assists farmers, veterinarians, and other food system stakeholders nationwide interested in increasing their engagement by providing insights and training.
With both messenger and messages in place, Look East produced several video series focused on antibiotics, animal vaccines, nutritional products and other animal health topics. Our next step was to organize and facilitate a very successful influencer tour on behalf of Phibro. The “Care to Farm” influencer tour invited 10 bloggers to a North Carolina farm to take a closer look at animal health and antibiotic use.
Look East developed a consumer-oriented website that would serve as the primary platform to deliver the curated content to answer consumer questions. With millions of websites in cyberspace, we developed a promotional strategy to ensure it would gain traction.