1 of 17

Slide Notes

DownloadGo Live

Glynwood

Published on Nov 18, 2015

No Description

View Outline

MORE DECKS TO EXPLORE

PRESENTATION OUTLINE

1.

Glynwood

Cultivating a Vibrant Hudson Valley
2.

Our mission is to ensure that farming thrives in the Hudson Valley.

3.

We FARM, TEACH, PROMOTE and COLLABORATE to realize our vision. We work to advance regenerative agriculture that benefits the natural environment, energizes local economies, enhances human health, and strengthens rural communities.

Photo by Vedran Vrhovac
4.

Our vision is a Hudson Valley defined by food: farmers prosper, food entrepreneurs succeed, people are nourished, and visitors are inspired.

5.

Communications Template:

  • WHO are our stakeholders?
  • WHAT can we do for them? What can they do for us?
  • WHY are we different?
  • WHERE is our audience? How do we reach them?
  • HOW do we look, feel and sound?
6.

We can:

  • Teach & Train
  • Feed & Nourish
  • Advocate
  • Fuel Local Economies
  • Preserve Natural Landscapes
7.

They can:

  • Donate 
  • Buy 
  • Visit
  • Share 
  • Network
8.

WHY we are different:

We empower Hudson Valley and Tri-State area communities to farm, support farming, buy farm products, and conserve farmland via comprehensive business initiatives, hands-on training, awareness campaigns, public & community events, and research.

Keep Farming, Incubator, The Cider Project, Farm Dinners, CSA, HV Chefs
9.

WHERE is our audience:

  • Putnam/Dutchess County, Hudson Valley, Tri-State
  • Offline Contact: Farms, CSA, Events, Conferences
  • Online Contact: Website, E-News, Social Media, Reports
10.

WHAT do we look like and HOW do we sound?

  • The authority on locally appropriate agricultural practices;
  • "Parents" to the next generation of farmers and food entrepreneurs;
  • A destination for engaging our local community;
  • A forum for conversations around food system transformation;
  • The spokesperson for regional agriculture and local economies;
11.

We are:

The Face of Farming
12.

COMMUNICATIONS GOALS & OBJECTIVES

Introduction:

In the past two years, Glynwood (GW) has honed and leveraged its fundamental goals, as well as each main program area (“pillar”), leading to a series of success stories. A communications master plan is needed to grab hold of a wider audience through marketing and publicity strategies that are better integrated to uphold Glynwood’s refined mission.

Photo by shinealight
13.

Goal:

The entire Hudson Valley and New York metro region will know who GW is and what it stands for.

Photo by CarbonNYC [in SF!]
14.

Objectives:

  • Identify audience and stakeholder “personas”;
  • Translate GW’s mission into talking points and keyword phrases;
  • Creative brief and content creation, per platform/vehicle;
  • Differentiate GW and its mission 
Talking points tailored to each "persona" and for each vehicle, e.g. press, newsletter or social media?

Creative brief: ideas for specific content per vehicle and style guide.

Differentiate: benchmark the competition or role models, e.g. Food Tank > GLYNWOOD
Photo by ep_jhu
15.

OBJECTIVE: Write and tell Glynwood

16.

Strategies:

  • Identify brand ambassadors among staff, network & partners;
  • Develop communications tool kit across all vehicles;
  • Annual calendar for press announcements & event-based media;
  • Leverage newly launched website as communications hub;
  • Designate social media satellite system;
Develop storylines, narratives and photo essays;

Tool kit: brand attributes, talking points, creative briefs for photo & video, SEO and social media guidelines (keywords, tags, #hashtags, etc.);

Identify larger opportunities for features, profiles, trend or thought pieces, calls to action/advocacy, local or hyper-local stories:

Ideas: Research reports, cooking trends: seasonal recipes, fermentation, foraging, smokehouse, etc.; industry trends: land use, sustainability, food justice; program news: meat buying, culinary school, farm dinners, incubator – 1st year, animal/people profiles, etc.
17.

Strategies, cont.

  • Research content development and planning software;
  • Create online and offline opportunities to encourage transparency & dialogue
Software suggestions: Content Gather or Contently in order to streamline content management and editorial process (fun, not a time-consuming chore!).

Opportunities: online seminars, web portals, videos, downloads, user-submitted content.

Sommer Hixson

https://www.facebook.com/sommer.hixson