20 AT THE HEART OF HOLSTEIN UK
Giving an update on the happenings in the marketing department recently at Scotsbridge House is marketing manager, Lynette Steel
he marketing and events department has experienced a huge amount of change in the past 12 months with the launch of UK Dairy Day in September 2014 coinciding with Mooandbaa taking on the editorial management of The Journal and an implementation of a strategic marketing plan. Working with the consultation of Rebecca Barningham from Rural Marketing Solutions, we have carried out extensive research of Holstein UK’s position in the market. Feedback from members is key in developing these strategies along with making sure the services the Society offer remain relevant and help to ensure the future profitability and stability of member’s livelihoods.
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The department covers a broad section of work embracing the marketing of our subsidiary companies CIS and CDI also. Our key roles have been grouped in to three pillars Campaigns, PR and Events.
Our primary marketing campaign “Breeding a future proof herd” is targeted at promoting our core services of registrations, classification, genomics and membership to our current and prospective members, dairy industry partners and government bodies. Segmenting our customers in to four groups helps us become smarter in our marketing, developing specific secondary campaigns to focus on target groups such as the launching of “Online invoicing – three steps to paperless”. Keeping data on your membership status is vital to ensure members are receiving relevant information and our work with membership services is ongoing to ensure records are current.
Public relations are a key
part of any marketing strategy and we have been working particularly hard to improve our reputation in the industry. We are delighted to have been included in the 2015 Parliamentary Review which features key industry businesses with editions being
released in Autumn 2015 to thousands of leading policy makers.
The team will continue to raise the profile of UK breeders and our genetics through the launch of the new and improved website due for completion in January 2016. Members are increasingly heading online to keep up to date with the latest news, statistics and results there is a significant need to ensure that our online tools are easier for you to use and access the information you require within three clicks of your mouse.
Our final pillar focuses on our internal and external events such as the HYB Competitions Day, Premier Pedigree Herd Competition and Holstein Celebration just to name a few. It’s a pleasure to welcome old friends and new faces to the stands at the summer and autumn shows. This remains an integral part of our marketing strategy and we look forward to seeing you all at the 2015 Autumn Shows where we
welcome your feedback on all aspects of the Society services, particularly the modernised look of The Journal which we hope you enjoy.
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