CORPORATE COMMUNICATIONS RETAINER BASELINE STRATEGY FOR AN AGRI-SCIENCES COMPANY
The strategy for the diversified Agri-sciences (listed) company is divided into company and personnel.
Lines of the target stakeholders are employees, investors (regulated communication), general public (with a focus on potential clients).
The nature of the contract 1. Open-ended in scope, 2. Ad-hoc extensions being added in (based on actuals).
Brand related communication are 1. Our products, our process, our facilities (to promote contract manufacturing) and the industry as a whole. 2. The content would go out on LinkedIn, Facebook, Twitter and Google Business. 3. A portion of this content would be internal, it would include material to be delivered by various teams across the organization (like presentations and documents) to interested stakeholders.
Employer brand centric communication – 1. Content on social media with the various internal employee stories and activities carried on by the company in conjunction with CSR initiatives. 2. Employee milestones, activities conducted by the company for staff, community benefits reached by the company, and current jobs on offer. 3. This content would take the form of videos, posts, blogs and GIFs Platforms. 4. Facebook, Instagram, Google Business and LinkedIn. 5. Create a strong and engaged employer brand. 6. Some of this communication could be internal facing - in the form of catalogs given to new joiners, joining kits and orientation material (Chairman speaks, Training Videos) 7. We’d also take care of community management with periodical internal feedback loops with staff; and responses to Glassdoor and other social media reviews.
The third tranche of the corporate communication stack, viz to investors – 1. We ’d handle blog style and longer format communication that would be published on our website 2. It will keep the flow of information transparent, timely and useful to both our current and potential investor community. 3. We ’d be guided by regulatory frameworks in this regard.4. When it comes to the personal branding of leadership personnel; the strategy here is to manage their LinkedIn and Twitter Profiles in a two-phase manner.
Social Media Clean up – 1. The first would be a one-time cleanup activity 2. The second would involve us creating ongoing content about the industry, about the progress of the company, and about achievements of internal teams - primarily going out on Twitter and LinkedIn.
1. We’d complement our corporate communication through ads 2. That would run with a focus on brand across Google, Facebook, LinkedIn and YouTube. 3. These ads would be primarily divided into two target audiences - people who would work at the company, and the boarder public. 4. We’re primarily interested in a creation of a heightened sense of brand among the audience. 5. While the contract is open-ended - we’d want to measure the performance of our content and the ads in the form of a Data Studio report which would help us to keep on track of our spending, effort and resultant impressions.
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