The Milk Suppliers Association (MSA) asked us to focused on a short-term, high level of press campaign, centred on promoting the MSA, its local significance in Dumfries & Galloway, and its pioneering work to develop the dairy industry in Scotland.
Based on the MSA’s brief, we took the decision to target largely regional press for increased local awareness of the group and its members, with a view to further cementing support from membership and demonstrating the breadth of activity undertaken by the association.
The MSA is very much a South West Scotland based group, so we wanted to make sure that we were promoting it to both those who might want to join or support the group, and also local consumers so they could learn more about the local dairy industry, and how they can support it.
We identified six opportunities for coverage, weaving key messages throughout in order to promote the MSA to potential members, as well as local consumers who might not know how they can support local farmers.
1. The Herald SME focus
Regular business feature in The Herald focussing on an entrepreneur/business owner.
2. D&G Life Magazine
Dumfries and Galloway Life is the region’s favourite award-winning magazine with news, features, homes and gardens, food and drink, arts and leisure, walking, wildlife, history, sport.
Scene & Herd wrote and submitted an article for publication entitled “D&G Dairy Farmers Taking Back Control and Giving Peace of Mind”.
3. Friends of The Scotsman
The Friends of The Scotsman piece is a daily article submitted by organisations and businesses looking at issues and topics relevant to them and to the readership. Covering two pages, the MSA piece received a great deal of positive feedback from dairy farmers within Dumfries & Galloway.
4. Wigtown Free Press
We made contact and they expressed an interest to feature Rory, undertaking their own telephone interview with Rory.
5. Galloway News
Rory Christie and the work of the MSA were featured in one of their spring Farming Supplements.
6. DnG24: Annadale Herald and Moffat News
Their regular Farming Round Up section featured an interview with Rory, outlining his own farming enterprise as well as his work with the MSA.