industry leader pat jackson: global agribusiness · -digital agribusiness tools have become...
TRANSCRIPT
Pat Jackson: Global Agribusiness Industry Leader
Alexis Daugherty | Mackenzie Gray | Hunter Holton | Ginny McGowan | Rachel Rhodes
Agenda
I. MissionII. Pat Jackson Bio
III. Problems and OpportunitiesIV. Campaign GoalsV. Audiences
VI. TacticsVII. Schedule and Budget
VIII. Evaluation PlansA. Pertinent Research
IX. Communication Samples
Our Mission:
Establish Pat Jackson as a thought leader within the Global Digital
Agribusiness Industry
Pat Jackson: Who is He?● Leads his firm’s Agribusiness
sector globally● Main focus: strategy and
transformation for clients● Lead partner on accounts such
as seed/chem, agri-retail, grain processing, and meat processing
● Strengths: strategy/portfolio management, marketing/merchandising, precision agriculture
● Knowledge leader on matters of importance to global and market-leading companies
The Situation: Problems and Opportunities
-Digital agribusiness tools have become extremely precise-Over 60% of US Agriculture-input dealers offer variable-rate digital tool technology
-Middle class and world population increasing, food production needs to double and do so at a faster speed to sustain future population -Digital agribusiness tools are expensive
-Less than 20% of farmland uses high-tech digital techniques-Agribusiness investing requires a deep understanding of specific crops, geographies, and complex value chains- EY could help farms of more diverse sizes and more personal family farms-The three key factors driving shift towards digitization
-Farmers want to stick to their routine, feel no need to digitize, don’t have the digital skills/proficiency-Accenture Precision Agriculture Service
Strengths Weaknesses
Opportunities Threats
Campaign SMART Goals
25% rise in name recognition among industry
players two weeks after the campaign is completed
50% rise in number of businesses and farmers
seeking his digital services within a year
75% rise in mentions of Jackson’s name in trade
and mass media at the end of the 4-week period
Audiences
Farm Corporations Family Farms
Digital/Agriculture Businesses
Audience Identification
Audience MessagesUse emotion as a driver of attention
● Draw attention to the food shortage crisis and the shrinking number of farms
● Show Jackson’s flexibility to work with farms large and small● Position farmers as the heroes who will save us-- but only if they adopt
new technology● Demonstrate increase in production by adopting new technology with
Jackson as the “expert”
Schedule & TacticsWeek 1 Week 2
Week 3 Week 4
Speak & Attend the National FFA Convention
- Information Booth-Press Release
Speaking Engagement at Iowa State University
John Deere Social Media Partnership-Social Video
-Ongoing frequent media announcements
Media Day-Press Release
-Technology Demonstration
-Press Conference
Evaluation PlansBefore
● Revisit Goals● Send out
pre-campaign survey● Obtain current sales
of digital agribusiness products
● Look at current social media followers and mentions
During● Monitor and measure
media impressions, conversion rates, downloads, name mentions, web traffic, etc.
● Adjust and make necessary changes and update campaign
After● Measure final media
output ● Assess change in sales
in digital agribusiness products
● Send out post-campaign survey
● Continue use of social media to keep Pat Jackson a thought leader
Budget Allocations● $25,000
○ John Deere Social Media Partnership
● $10,000○ National FFA Convention
■ (Information Booth, gifts, photographer, etc.)
● $10,000○ Allocated towards Pat’s farm demonstration
■ (Farmer for using land, photographer, equipment)
● $5,000○ Miscellaneous Expenses
■ Outsourced media
Communication Samples
Communication Samples
Groups to post in:1. Sustainable Agriculture (100k)2. Agriculture (136k)3. Africa Agribusiness Platform (37k)4. Agriculture in the Black Sea
Region (25k)
Communication Samples
Communication Samples
Communication Samples
Communication Samples
Communication Samples
Conclusion❖ The Digital Agribusiness sector shows great potential for growth❖ We must focus on Jackson’s flexibility to work with farms of all sizes❖ Jackson will attend and speak at the National FFA Convention and Iowa
State University, create a social media partnership with John Deere and produce a media day with a press conference
❖ All of this together will bring Pat Jackson to the forefront of people’s minds when they think about the Digital Agribusiness Industry