AgForce

THE BRIEF

Provide strategic counsel on how AgForce's communications approach could be improved to ensure it is keeping pace with, or advancing, compared to its peers.
Provide strategic counsel on how communications and engagement activity could more effectively support AgForce members to meet their challenges in a complex and ever-evolving economic, environmental and political environment

THE SOLUTION

Benchmark AgForce’s communications and community engagement against peers and relevant organisations
Conduct a review of the effectiveness and utility of existing AgForce communications collateral, including identifying if it is meeting the needs of target audiences
Analyse target audiences, to understand what these audiences want from AgForce in terms of communications and engagement
Assess current capabilities and resources against best practice and trends including identification of required systems or resources
Conduct a digital communications landscape audit and benchmarking to assess effectiveness

THE OUTCOME

Six facilitated discussions/workshops were conducted with AgForce team members to understand the organisation’s current state, short and long-term objectives, and gather data and information
Online surveys sent to 3,938 members, hard copies to 3,500 members and 2,159 non-members.
High-level benchmarking report delivered containing analysis of AgForce peers, evaluation of AgForce performance against best practice, and case studies
Identification of the systems, processes, human resources, strategies and tactics required to implement effective communication change at AgForce
Detailed report and presentation to the Board, providing an assessment of existing communications and engagement activity opportunities and ways to challenge and evolve AgForce’s current approach
Foundation document for the CEO and the communications team to use for developing a long-term, detailed strategic and operational communications, engagement, marketing and membership plan