Working with ABC Limited Agriculture Food Chain Animal Health Land Industries ABC Limited Mosterley Farm Cound Moor Shrewsbury Shropshire SY5 6BH.

Working with ABC Limited

Agriculture Food Chain Animal Health Land Industries

ABC Limited Mosterley Farm Cound Moor Shrewsbury Shropshire SY5 6BHT: +44 (0)1694 731777 F: +44 (0)1694 731761 E: [email protected]

www.abccomms.co.uk

Agriculture Food Chain

Land Industries Animal Health

Contents

About ABC

How we work

Examples of current client work

Engaging with the media

Account management

Summary

About ABC

Established in 1995

Leading agricultural communications consultancy

Full service offering as clients require – client segmentation

Success through long-term partnerships with clients

Stable team of marketing professionals – “WYSIWYG”

Associates and freelance resources

70+ years of combined experience

Our peopleCreative and accountable – with over 70 years of relevant experienceOn-going client satisfaction is ultimately dependent upon the quality of the ABC team. We have made it our priority to establish a team of like-minded and committed professionals who have every incentive to keep their clients delighted.

Matt Mellor BSc Agric (Hons)

David Butler MBA BSc Agric.Sc. (Hons)

Chris Burgess BSc (Hons)

Strengths: All things agricultural and rural industry related. Strategic consultancy from inception through to delivery. Press relations, advertising, direct communication and events.

Background: 22 years agri-sector communications consultancy. Agri-journalism and farm advisory work. Agricultural degree, Wye College.

Strengths: Strategic consultancy through to campaign delivery. Well-rounded business and marketing skills. Integrating above and below-the-line communication campaigns using traditional and new media.

Background: 21 years communication agency experience: animal health, forage seed and animal nutrition sectors. MBA from Warwick Business School Agricultural Science degree

Strengths: Designing and implementing brand and corporate PR campaigns Press relations and copywriting Literature from concept through to design and print

Background: 14 years communications agency experience BSc (Hons) Applied Biology Associate member of the Guild of Agricultural Journalists.

Ashley Fawcett

Paul Jennings MSc DipCIPR

The ABC Support TeamAn efficient administrative support team underpins the service provided by the ABC consultants

Strengths: Press relations and top level brand communication. Campaign planning and execution. Crisis and issue management: merger, acquisition and change management.

Background: Senior sales and marketing roles in PLC environment. Supply chain management. Marketing consultancy.

Strengths: Press relations, technical writing and literature design. Communication of mergers, acquisitions, NPD and crisis management. Event management from inception through to delivery and execution.

Background: 16 years experience in dairy manufacturing and food chain PR. MSc in Environmental Management. Member of the Guild of Agricultural Journalists and Chartered Institute of Public Relations.

Helen Smith (right)Client Services Manager

Caroline Francis (left)Financial Administrator

Sarah Allin (not pictured)Account support and administration

Full service consultancyA full range of PR, communication and marketing services:

Creative marketing strategies and integrated communications campaigns. Media relations and technical copywriting. Brand development and positioning. Direct marketing aids (newsletters, e-zines, pamphlets & literature, etc). Corporate, sales & technical literature production - inception to printing. Event management. Issue preparedness and crisis management. Merger and acquisition communications. Product and corporate identity launches. Advertising campaign management. Media scheduling. New technologies: e-commerce, e-communications and social networking.

Examples of our clients

Client Length of relationship ABC service delivery

10 Years Technical writing, media relations

17 Years Technical writing, media relations, publications

10 Years Technical writing, media relations, technical guides

12 Years Media relations, website, publications

4 Years Media relations, publications, technical guides, corporate literature

Examples of our clients

Client Length of relationship ABC service delivery

8 Years Media relations, advertising, acquisition communications

3 Years Media relations, technical writing

12 Years Technical writing, media relations.

4 Years Media relations, publications, technical guides, corporate literature

4 Years Media relations, publications, technical writing, corporate literature

What separates us from the pack

Technical knowledge

Agricultural marketplace understanding

… BOTH combined with market communications expertise

How we workPRESS

LITER

ATURE W

EB

BROCHURESADVER

TISIN

G

OTHER

UNDERSTAND BRIEF

DEVELOP STRATEGY

Stage 1: Understand client’s needs to develop suitable communications strategyStage 2: Prepare attention grabbing headlines and engaging copyStage 3: Promote the client’s key messages using a range of traditional and e-media

The ABC strategic approach1. Carry out a full review and appraisal of the sector

2. Understand the client’s position within the sector

3. Identify key target audiences (stakeholders)

4. Distil out key messages by target audience

5. Design and implement an effective communications campaign working closely with the client

6. Continually monitor and re-assess the campaign to ensure maximum effectiveness

Press coverageAs well as securing press coverage on your behalf we also offer:Media monitoringEvaluation & assessment

Newsletter & publications: Copywriting Design & artwork Print & production

Brochures & promotional literature: Design Artwork Print & production

Advertising: Design Artwork & production Media buying

Web content management Technical copy-writing & image manipulation Content upload

E-materials: Electronic newsletters Bulletins News updates Copywriting, artwork & production Database management & handling

Premium brand development: Aber High Sugar Grasses - Aber HSG Press, literature, direct communications – no advertising Education, cost benefits, industry collaboration

Engaging with the media:Relationships with editors and freelance contributors Working with the editors and knowing their contributors

Monitoring the editorial features lists Identifying relevant features and working in advance of deadlines

Key publications (a small selection of specialist farming titles) General: Farmers Weekly, Farmers Guardian, Farm Business Dairy & Livestock: Dairy Farmer, British Dairying, Sheep & Beef Producer Arable: Crops, CPM, Agronomist & Arable Farmer Veterinary & Animal Health: In Practice, Veterinary Record, Over The Counter, Vet Times Machinery: Profi, Farm Contractor, Pro Operator, Tractor & Farm Trader Pig & Poultry: The Ranger, Pig World, Poultry World, Pig & Poultry Marketing Regional: The Farmer, South West Farmer, Cumbria Farmer, Scottish Farmer, Northern

Farmer, East Anglian Daily Times, Midlands Farmer, Welsh Farmer, etc.

Account management

Points of contact and regular updatesABC takes responsibility for ensuring all activity progresses in line with agreed targets.ABC works with the client to ensure the required exchanges of information occur: PR planning meetings – at the client’s discretion Regular telephone and email contact Continual re-assessment of activities to ensure maximum effectiveness

Accountability and evaluation Activity is agreed at the outset – and constantly reviewed. Press coverage is monitored through ABC’s in-house media monitoring service.

In summary ABC Limited has the skills, networks, capacity and hunger to provide professional and

effective solutions to support a range of media relations and communications requirements.

ABC Limited recognises the need for total “subject immersion” as a prerequisite to any new client challenge.

ABC has the strategic marketing skills and understanding to manage the specific challenge of establishing/maintaining distinctive brand positioning.

ABC would prepare a fully costed programme of activity following a detailed client brief.

Working with ABC Limited

Agriculture Food Chain Animal Health Land Industries

ABC Limited Mosterley Farm Cound Moor Shrewsbury Shropshire SY5 6BHT: +44 (0)1694 731777 F: +44 (0)1694 731761 E: [email protected]

www.abccomms.co.uk

Agriculture Food Chain

Land Industries Animal Health