Internal Communications

In order to build on the successes to date, improve functionality, and establish an operating platform to double the number of Dairy Business Groups, MDC called for a day-long conference of DBG leaders. The meeting needed authority and a professional edge to elevate it above the routine.

Agreeing the approach
Working alongside MDC’s Extension Team manager and internal PR manager, ABC helped establish the DBG Partners’ Forum concept and agreed specific actions designed to raise the status of the meeting and ensure that it met the objectives outlined above.

Once a suitable central location had been booked and the agenda agreed, the focus was on delegate communications in advance and the professional presentation of information on the day. Benchmarking was agreed as a topical and highly relevant theme that would help knit the event together.

Delivery
The Partners’ Forum concept was reinforced with a simple logo for use in all support materials and information was disseminated to the relevant audiences during a six week build-up to the event. A suitable third party organisation was integrated into the programme on the first evening to set the scene with an after-dinner presentation on benchmarking.

Pre-event communication included:
• courtesy letter to milk buyer managers
• a series of three electronic newsletters to delegates

Support materials on the day included:
• branded delegate badges
• branded delegate information packs
• co-ordinated PowerPoint presentations for all speakers

Measures of success:
• a well-attended conference
• positive feedback from delegates
•  an appreciative management team with high expectations that the Dairy Business Groups will develop as planned

Direct feedback on this case study can be arranged by contacting Matt Mellor at ABC.