Collaborative Marketing Program
The Collaborative Marketing (CoMarketing Program) is an initiative by MLA to support Australian beef, veal, lamb and goatmeat brand owners develop superior brand marketing strategies and effective marketing plans. The aim of the Program is to assist brand owners create customer loyalty and sustainable brand growth, through investment that delivers ongoing value for the brand and the industry.
Eligibility / Criteria to apply for the CoMarketing Program
The CoMarketing Program is open to Australian beef, veal, lamb and goatmeat brand owners (companies with an ABN) that wish to collaborate with MLA in the development and implementation of an effective mix of marketing activities that deliver measureable results back down the supply chain.
Prior to submitting an application to the CoMarketing Program, the company representative who is responsible for the development and administration of the CoMarketing Program, MUST have completed the online E-Learning program.
Depending on the markets in which the marketing program(s) will be implemented, the following criteria will also apply:
MSA Brand Licence:
MLA encourages beef and lamb brand owners to have their brands underpinned by MSA, and to obtain an MSA Brand Licence to be able to incorporate the MSA logo in brand marketing activities.
- Beef Brands – Australia: An MSA Brand Licence is required for beef brands promoted in the Australia market. Exceptions will be considered on a case by case basis for non-MSA branded products that are deemed by MLA as:
- Innovative beef products, or
- Value added product that is an extension of an existing (MSA) brand.
- Lamb Brands - Australia: An MSA Brand Licence is desirable for lamb brands promoted in the Australia market, however, exceptions will be considered on a case by case basis for non-MSA branded products that are deemed by MLA as:
- MSA eating quality audit confirms the lamb could achieve MSA grade, or
- Innovative sheep meat product, or
- Value added sheep meat product that is an extension of an existing (MSA) brand.
Please liaise with MLA prior to applying for non-MSA beef or lambbrands for marketing in the Australia market
- Beef & Lamb Brands – Export: MSA brands are encouraged for export to underpin consistency in eating quality attributes, however, is not a pre-requisite.
- Veal and Goat Brands: At this stage, MSA is not relevant for veal or goat brands.
In export markets, MLA encourages participants to have a True Aussie Brand Licence to underpin their own beef, veal, lamb and goat brands. For some regions and some specific marketing activities, where relevant MLA will request the participant to incorporate the True Aussie logo in marketing activities.
Grassfed beef brands underpinned by PCAS or other third party audited verification system
Grassfed beef brands that are underpinned by the Pasturefed Cattle Assurance System (PCAS), or another third party audited verification system for grassfed beef, are eligible for an additional 25% incentive (total 75% MLA contribution) toward eligible activities. Details of the verification system(s) will be required for each grassfed beef brand, uploaded to the CoMarketing site at the time of application.
Terms and Conditions of participating in the CoMarketing Program
Prior to submitting your application online, companies should fully consider the Legal Terms of the program, as only those companies that accept the terms and conditions are able to proceed to submit an application.
Key dates for the CoMarketing Program:
1 May to 2 June 2017:
Apply via the CoMarketing website. Applications are due before 2 June 2017.
Applications received after this deadline will only be considered if budget has not been fully allocated.
MLA assess applications and advise participants.
Participants must submit individual activity proposals prior to the start of the activity.
Once activity has been complete, submit activity report (with invoice and required evidence).
Mid-year review 1 - 31 January 2018 to assess utilisation and progress against annual budget plan.
If budget is available after the mid year review, MLA will consider waitlisted and new applications.
Last quarter review:
Last quarter budget review (process as per mid-year review process) 1 - 7 April 2018.
Annual report on the year’s program due to MLA by 31 July 2018.
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