E.SUB.0008 - Strategic Communications for ABSF and SSF 2021-24

Summary

In an operating environment in which the sustainability of the Australian livestock supply chain has never been more important to production, to people and to the planet, the Australian Beef Sustainability Framework (ABSF) is an important initiative to unite and lead industry in meeting the changing expectations of consumers, customers, investors and other stakeholders.

The Framework defines sustainable beef production and tracks performance over a series of indicators each year. In 2021, Blue Hill PR successfully worked with the ABSF to edit and launch the Annual Update, including hosting an extremely well attended and covered panel discussion at Beef Australia. We’ve since continued our relationship with the Framework and have pitched concepts for the launch and promotion of the Annual Update in 2022.

However, the ABSF’s communication with industry, customers and other stakeholders has lacked consistency in recent times, and the positioning of the Framework within industry and the public may have lost some clarity and momentum with this silence.

Recognising the importance of demonstrating sustainability credentials, the Australian sheepmeat and wool industry launched the world’s first Sheep Sustainability Framework in 2021, to define sustainable sheep production, prioritise industry issues and measure industry performance against relevant indicators. As a new initiative, strategic communications work is required to build awareness and brand strength at this early and important time.

With the above in mind, Blue Hill PR has been approached to provide a quote for review and revitalisation of communications tools and channels, to take steps to support both the Beef and Sheep Frameworks in reaching target audiences.

Blue Hill PR is a specialist agribusiness public relations agency which strives to collaborate with industry to build an agriculture sector that is good for people, good for business and good for the world. Our team is made up of leading communications professionals with backgrounds spanning strategy, rural and mainstream journalism, corporate affairs, design, event management and stakeholder engagement for some of Australia’s most well known agribusinesses, Research and Development Corporations, tertiary institutions and industry representative bodies. It is our firm belief sustainability is not only critical to delivering what is expected by consumers and the broader community, but also to ensure more profitable and resilient Australian livestock industries.

Objectives

- Updated communication plans: suggested focus on tactics and key messages, as opposed to exhaustive strategy at this time, to keep costs down.
- Annual Updates: content writing, editing, wordsmithing, review, and design.
- Monthly original content for communications: media releases, case studies, feature articles, eNews, monthly WIPs, social media.
- Annual launches: PR Plan, media collateral.