Passion Céréales. Nuffield 5 March 2015

Transcription

1 Passion Céréales Nuffield 5 March 2015

2 Passion Céréales in a few words Association to inform the general public Publicise the cereal industry from the cereal producer to the products derived from cereals Represents all players in the cereals industry: Producers, cooperatives, traders, first and second processors (millers, maltsters, starch producers, semolina producers, animal feed) Administered and controlled by the producers and representatives of the industry organisation

3 Two main communication angles Trades and territories Cereals and Food

4 A strategy that relies on 5 relays Players in the sectors RESOURCES CENTRE. Territorial authorities Press & New media Public authorities Teachers General public

5 A strategy that relies on 5 the various Passion Céréales sites Players in Territorial authorities Press & New media Public authorities Teachers General public

6 Five tools to inform Trades and territories Cereals and Food

7 Focus on some actions

8 Contributory agriculture Influence and opinion communication programme Since (TRADE strategic angle) In collaboration with the other major crop producers

9 Analyse the Agriculture-Society relationship

10 Analyse the Agriculture-Society relationship Observation: Difference between the perception of agriculture by the general public and the reality. Need to better inform influence targets (opinion leaders, politicians,...) Objective: "Change of posture" to win over public opinion and seduce the general public (abandon the justification stance to adopt an attitude of dialogue) Action: Position agriculture as a "solution" in a collection of statistical data In the face of future challenges, a contributory agriculture. Result: In 5 years, distribution of 50,000 documents to opinion leaders.

11 Activate expert circles

12 Activate expert circles Observation: The voice of the agricultural world cannot be heard in society. Scientific debate is becoming increasingly controversial in the media. Objectives: Change speakers to say what we wish to say. Have "non-agricultural" experts talk about agriculture to a "non-agricultural" public. Action: Series of meetings with sociologists, geopoliticians, philosophers, economists, opinion leaders... Result: Experts who place agriculture in the sphere of influential audiences

13 Federate and consolidate networks

14 Federate and consolidate networks Objective: Encourage experts from outside agriculture to reflect on agricultural issues. Actions: 3 collective works produced: Farmers are not going away any time soon How to Feed the World? Territories to think about Distributed to policy-makers and in bookstores. Result: 15,000 copies of works distributed a network of active experts.

15 Spread distribution!

16 Spread distribution! Objective: Spread the ideas of the programme to the opinion relays, the press and politicians as much as possible. Actions: National and international symposia Radio chronicles with opinion leaders Press conferences Ad hoc studies Expert interventions in major media Result: A maximum resonance for the programme

17 SNCF GIVES YOU THE KEY TO THE FIELDS SNCF / PASSION CÉRÉALES PARTNERSHIP

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19 Origin of the project A landmark sentence in an exchange with the sociologist Jean Viard: "Agriculture, in fact is what we seen out the window of the train".

20 Objective and principle Objective Take back the concept and transform the train window into a genuine "agricultural and rural knowledge screen" for young travellers. Principle During the Spring and Summer, propose a partnership with the SNCF to design an "observation notebook" for young children: Look out the window, discover the agricultural landscape and learn to recognize what makes farmers work in the fields The heart of the exercises: THE WINDOW OF THE TRAIN. It is considered as "a knowledge screen".

21 Success factors Travel time is conducive to a relationship of trust and calm between parents and children, the opportunity to position the agricultural issue in a serene context. Occupying the children during the trip is the priority for many parents! The diversity of agricultural landscapes greatly increases the number of ways to tackle the contents of the book. A partnership with SNCF can give a major boost to the deployment of the project. The guide would enable a global approach to the main crops (systemic approach). "Experiential" marketing" is a strong trend in current communication actions.

22 An educational booklet is at the basis of the system Observation activities through the window of the train Games to discover agriculture Language games for the special "Paris-Milan" edition Social network contests

23 Using the book Alone and with the parents In a duo: with an SNCF minder In a duo: with a farmer One-off operations: contests (MCQ, drawings) Use of complementary tools: brochures, goodies, seeds, finished products... Dramatic approach to the trains: window outline sticker, POS advertising, boarding...

24 Media and non-media plan Press relations around the operation Websites and social networks The booklet is present in TGV train ticket sale stores Partnership with children's menus in the restaurantcars Flyers in the TGVs Micro-ads on board Distribution of the booklet in stations at the time of mass departures Special distribution to TGV services for families

25 IN IMAGES AND COMMENTS "See mum, I'd be bored stuck here if there wasn't this. But there, I'm having fun! " "Thank you for this initiative that meant my son did not spend the entire trip on his Game Boy!" "Well done for this fantastic initiative". "It's nice that the SNCF offers this kind of activity, thank you very much" "Can I too have a notebook for my trip? Can I have two more please for my grandchildren who I'm going to visit?"

26 Results Quantitative review 3 editions 180,000 booklets distributed 18 TGV events with farmers 150 mentions in the press Qualitative review: Positive and sympathetic reception: Customers were surprised by such an initiative but were very happy to be able to take part with their children The theme and the presence of the farmers was greatly appreciated: children were captivated and the parents also learned a lot Children / grandparents target looking for this type of event to occupy their grandchildren

27 Tools for agricultural professionals

28 Tools for agricultural professionals "Trailer stickers" Small signs in the fields Tents and animation panels made available for regional events

29 Tools for agricultural professionals Passion Céréales a partner for development of the Perf Alim tool. Leadership of a public communication awareness module Training 2.0

30 Thank you for your attention To contact us