PUBLIC RELATIONS HOLDSWORTH ASSOCIATES

Agri-Tech East: Creating and sustaining online media strategy

An effective online media strategy is essential for all organisations now and can significantly add value to all comms activities.

About Agri-Tech East

Agri-Tech East is the UK’s first agri-tech cluster organisation. It was created to catalyse economic growth by creating opportunities for interaction between farmers, growers and producers with scientists, technologies, entrepreneurs and investors.  It brings together world-leading research, development and agricultural production and supports the translation and adoption of new innovations across a range of disciplines including bioscience, ICT and engineering.

Objectives:

  • Create an active website for Agri-Tech East, to provide effective communication with interested parties and support the development of an agri-tech cluster
  • Ensure the website remains a source of up-to-date information and news about agri-tech
  • Promote the site effectively to grow the membership
  • To engage with the agri-tech community and promote interactions between parties with mutual interests

Strategy:

  • It was proposed that the website design would allow for it to be news led, including member stories and Agri-Tech East announcements on the home page.
  • A blog would be utilised to allow for personal comments, messages and reports from the director.
  • Pages for members, event information and funding announcements would also be created and updated frequently, providing further resources and purpose for the community.
  • Twitter would be used to build community interest, raise the profile of Agri-Tech East, and to share content from across the internet.
  • Both the main website and the Twitter profile would be updated frequently with news, particularly leading up to and during events to create further publicity and interest.

 

Agri-Tech East Twitter profil

Agri-Tech East’s Twitter profile gained over 500 likes within the first six months and is constantly updated.

 

Agri-Tech East website

The Agri-Tech East website is updated with news, articles and events to ensure a high level of interest.

 

Outcomes:

Powerful presence

The Agri-Tech East website received 50,000 page views within its first six months (June-Dec 2014), as well as averaging over 400 individual users every week.

The site appears in the first page of Google results in searches for ‘agri-tech’, ‘agritech’, ‘agri tech’, and is also third or fourth in the autofill suggestions in the search bar.

Information dissemination

Through the website and the Twitter account, Agri-Tech East reports news alongside organisation news, as well as features on and comments from prominent industry figures, and reports from events and agri-tech research. The emphasis on innovation ensures the content is up-to-date and timely, with the home page displaying the most recent news stories and features for maximum impact.

Community communication

The Twitter account received, in its first six months, 500 followers, with active involvement from users including members of NIAB, PepsiCo, and the NFU, and George Freeman MP, Minister for Health and Innovation.

The main website also received nearly 600 referrals from Twitter, and over 500 from related websites such as the Royal Norfolk Show, the Suffolk Show and Cambridge Network.

 

Want to see more?

Please visit the Agri-Tech East website or Twitter account.

©2015 Holdsworth Associates