Australian nursery industry communications program (NY18001)
What was it all about?
This investment ran from 2018 to 2022 and effectively communicated levy-funded research and development (R&D) information. Relevant channels were used to increase industry awareness of levy investment activities and stimulate adoption of R&D by growers to promote a more profitable and productive industry.
This project followed on from the previous project, NY15006, which saw the communications program evolve into a pivotal channel to connect growers with the latest R&D and marketing insights. NY18001 continued the successful activities of the previous project, as well as introducing new focus areas, such as the quarterly podcast series and The Plant Pod, which were received well by growers.
In addition, high value content was created across the project, with assets and resources distributed across the Hort Journal, Greenlife Industry Australia channels, YouTube, social media, and traditional media.
The following content was developed:
- A monthly eNewsletter
- Regular blogs
- Monthly nursery papers
- 22 video case studies
- 16 podcasts
- Four ‘Facts at a Glance’ documents: here.
- Three Levy Payer Kits: 2019, 2020 and 2021.
Surveys have demonstrated the effectiveness of this project, with content having a high level of engagement and more importantly, growers are making changes on their farms. A survey demonstrated that 29 per cent of respondents in 2020 and 28 per cent of respondents in 2021 had made changes to their farm, because of the levy-funded communications program.
This project was a strategic levy investment in the Hort Innovation Nursery Fund