Passion Céréales Nuffield – 5 March 2015
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
Two main communication angles Trades and territories Cereals and Food
A strategy that relies on 5 relays RESOURCES CENTRE. Players in the sectors Territorial authorities Press & Public authorities New media Teachers General public
A strategy that relies on 5 relays @: the various Passion Céréales sites @ RESOURCES CENTRE. @ Players @ @ in the sectors @ Territorial @ authorities Press & Public authorities New media Teachers … General public
Five tools to inform Trades and territories Cereals and Food
Focus on some actions
Contributory agriculture Influence and opinion communication programme Since 2009. (TRADE strategic angle) In collaboration with the other major crop producers
Analyse the Agriculture-Society relationship
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.
Activate expert circles
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
Federate and consolidate networks
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.
Spread distribution!
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
SNCF GIVES YOU THE KEY TO THE FIELDS • SNCF / PASSION CÉRÉALES PARTNERSHIP
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" .
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".
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.
An educational booklet is at the basis of the system Games to discover agriculture Observation activities through the window of the train Language games for the special "Paris-Milan" edition Social network contests
Using the book In a duo: with an SNCF In a duo: with a Alone and with the minder farmer parents Use of complementary tools: One-off operations: brochures, goodies, seeds, contests (MCQ, finished products... drawings) Dramatic approach to the trains: window outline sticker, POS advertising, boarding...
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 restaurant- cars • 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
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!" "It's nice that the SNCF offers this kind of activity, thank you very much" "Well done for this fantastic initiative". "Can I too have a notebook for my trip? Can I have two more please for my grandchildren who I'm going to visit?"
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
Tools for agricultural professionals
Tools for agricultural professionals • "Trailer stickers" • Small signs in the fields • Tents and animation panels made available for regional events
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
Thank you for your attention To contact us contact@passioncereales.fr 01 44 31 10 78
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