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Working with ABC Limited
Agriculture
Food Chain
Land Industries
Animal Health
ABC Limited Mosterley Farm Cound Moor Shrewsbury Shropshire SY5 6BH
T: +44 (0)1694 731777 F: +44 (0)1694 731761 E: [email protected]
www.abccomms.co.uk
Agriculture = Food Chain = Animal Health = Land Industries
Contents
 About ABC
 How we work
 Examples of current client work
 Engaging with the media
 Account management
 Summary
About ABC
 Established in 1995
 Leading agricultural communications consultancy
 Full service offering as clients require – client segmentation
 Success through long-term partnerships with clients
 Stable team of marketing professionals – “WYSIWYG”
 Associates and freelance resources
 70+ years of combined experience
Our people
Creative and accountable – with over 70 years of relevant experience
On-going client satisfaction is ultimately dependent upon the quality of the ABC team. We have made it our priority to establish a
team of like-minded and committed professionals who have every incentive to keep their clients delighted.
Matt Mellor BSc Agric (Hons)
Strengths:
 All things agricultural and rural industry related.
 Strategic consultancy from inception through to delivery.
 Press relations, advertising, direct communication and events.
Background:
 22 years agri-sector communications consultancy.
 Agri-journalism and farm advisory work.
 Agricultural degree, Wye College.
David Butler MBA BSc Agric.Sc. (Hons)
Strengths:
 Strategic consultancy through to campaign delivery.
 Well-rounded business and marketing skills.
 Integrating above and below-the-line communication campaigns using traditional and new media.
Background:
 21 years communication agency experience: animal health, forage seed and animal nutrition sectors.
 MBA from Warwick Business School
 Agricultural Science degree
Chris Burgess BSc (Hons)
Strengths:
 Designing and implementing brand and corporate PR campaigns
 Press relations and copywriting
 Literature from concept through to design and print
Background:
 14 years communications agency experience
 BSc (Hons) Applied Biology
 Associate member of the Guild of Agricultural Journalists.
Ashley Fawcett
Strengths:
 Press relations and top level brand communication.
 Campaign planning and execution.
 Crisis and issue management: merger, acquisition and change management.
Background:
 Senior sales and marketing roles in PLC environment.
 Supply chain management.
 Marketing consultancy.
Paul Jennings MSc DipCIPR
Strengths:
 Press relations, technical writing and literature design.
 Communication of mergers, acquisitions, NPD and crisis management.
 Event management from inception through to delivery and execution.
Background:
 16 years experience in dairy manufacturing and food chain PR.
 MSc in Environmental Management.
 Member of the Guild of Agricultural Journalists and Chartered Institute of Public Relations.
The ABC Support Team
An efficient administrative support team underpins the service provided by the ABC consultants
Helen Smith (right)
Client Services Manager
Caroline Francis (left)
Financial Administrator
Sarah Allin (not pictured)
Account support and administration
Full service consultancy
A full range of PR, communication and marketing services:
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Creative marketing strategies and integrated communications campaigns.
Media relations and technical copywriting.
Brand development and positioning.
Direct marketing aids (newsletters, e-zines, pamphlets & literature, etc).
Corporate, sales & technical literature production - inception to printing.
Event management.
Issue preparedness and crisis management.
Merger and acquisition communications.
Product and corporate identity launches.
Advertising campaign management.
Media scheduling.
New technologies: e-commerce, e-communications and social networking.
Examples of our clients
Client
Length of
relationship
ABC service delivery
10 Years
Technical writing, media relations
17 Years
Technical writing, media relations,
publications
10 Years
Technical writing, media relations,
technical guides
12 Years
Media relations, website, publications
4 Years
Media relations, publications, technical
guides, corporate literature
Examples of our clients
Client
Length of
relationship
ABC service delivery
8 Years
Media relations, advertising, acquisition
communications
3 Years
Media relations, technical writing
12 Years
Technical writing, media relations.
4 Years
Media relations, publications, technical
guides, corporate literature
4 Years
Media relations, publications, technical
writing, corporate literature
What separates us from the pack
 Technical knowledge
 Agricultural marketplace understanding
… BOTH combined with market communications expertise
How we work
PRESS
UNDERSTAND
BRIEF
DEVELOP
STRATEGY
OTHER
Stage 1: Understand client’s needs to develop suitable communications strategy
Stage 2: Prepare attention grabbing headlines and engaging copy
Stage 3: Promote the client’s key messages using a range of traditional and e-media
The ABC strategic approach
1. Carry out a full review and appraisal of the sector
2. Understand the client’s position within the sector
3. Identify key target audiences (stakeholders)
4. Distil out key messages by target audience
5. Design and implement an effective communications campaign working
closely with the client
6. Continually monitor and re-assess the campaign to ensure maximum
effectiveness
Press coverage
As well as securing press coverage on your behalf we also offer:
 Media monitoring
 Evaluation & assessment
Newsletter & publications:
 Copywriting
 Design & artwork
 Print & production
Brochures & promotional literature:
 Design
 Artwork
 Print & production
Advertising:
 Design
 Artwork & production
 Media buying
Web content management
 Technical copy-writing & image manipulation
 Content upload
E-materials:
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Electronic newsletters
Bulletins
News updates
Copywriting, artwork & production
Database management & handling
Premium brand development:
 Aber High Sugar Grasses - Aber HSG
 Press, literature, direct communications – no advertising
 Education, cost benefits, industry collaboration
Engaging with the media:
Relationships with editors and freelance contributors
 Working with the editors and knowing their contributors
Monitoring the editorial features lists
 Identifying relevant features and working in advance of deadlines
Key publications (a small selection of specialist farming titles)
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General: Farmers Weekly, Farmers Guardian, Farm Business
Dairy & Livestock: Dairy Farmer, British Dairying, Sheep & Beef Producer
Arable: Crops, CPM, Agronomist & Arable Farmer
Veterinary & Animal Health: In Practice, Veterinary Record, Over The Counter, Vet Times
Machinery: Profi, Farm Contractor, Pro Operator, Tractor & Farm Trader
Pig & Poultry: The Ranger, Pig World, Poultry World, Pig & Poultry Marketing
Regional: The Farmer, South West Farmer, Cumbria Farmer, Scottish Farmer, Northern
Farmer, East Anglian Daily Times, Midlands Farmer, Welsh Farmer, etc.
Account management
Points of contact and regular updates
ABC takes responsibility for ensuring all activity progresses in line with agreed targets.
ABC works with the client to ensure the required exchanges of information occur:
 PR planning meetings – at the client’s discretion
 Regular telephone and email contact
 Continual re-assessment of activities to ensure maximum effectiveness
Accountability and evaluation
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Activity is agreed at the outset – and constantly reviewed.
Press coverage is monitored through ABC’s in-house media monitoring service.
In summary
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ABC Limited has the skills, networks, capacity and hunger to provide professional and
effective solutions to support a range of media relations and communications requirements.
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ABC Limited recognises the need for total “subject immersion” as a prerequisite to any new
client challenge.
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ABC has the strategic marketing skills and understanding to manage the specific challenge of
establishing/maintaining distinctive brand positioning.
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ABC would prepare a fully costed programme of activity following a detailed client brief.
Working with ABC Limited
Agriculture
Food Chain
Land Industries
Animal Health
ABC Limited Mosterley Farm Cound Moor Shrewsbury Shropshire SY5 6BH
T: +44 (0)1694 731777 F: +44 (0)1694 731761 E: [email protected]
www.abccomms.co.uk
Agriculture = Food Chain = Animal Health = Land Industries