Summary of 2017 Planning for 2018
Pomewest work cooperatively but independently of any national promotion campaigns to focus on local fruit Activities extend the strategies initiated via the Aussie Apples marketing initiatives
Primary school involvement since 2012 Link to Fruit and Veg week in Perth schools. In 2017 involved over 3500 students in 25 schools Active engagement by teachers and school Integrated in variety of curriculum programs
Participation in health Expos Apples promoted as snack food to teenagers. In 2017 involved over 2000 students in 2 schools Positive attitude to apples
Community event to maintain profile of fresh, local apples. Largely self funded – with support from HIA so very cost effective 14,000 people sampled the BRAVO™ apple in the Walk Through WA pavilion. Survey of public opinion Cooking and information presentations
Radio – What’s Fresh weekly report ABC radio and 6PR Newspapers – weekly recipe ideas The West regional Specialty magazines Hospitality, seniors, parenting
Social Media Strategic Plan and annual Content Guide Creation of social media accounts – Instagram and Facebook Building authentic organic (ie NO paid advertising) engagement Ongoing need for news, human angles, images. Industry involvement will improve engagement by followers. An average of 5 posts per channel per week during peak season. The success of this strategy relies on a long term view to develop two way communication.
School Canteen Support To ensure apples are included in school canteens Media Sampling Baskets To media outlets engage media promotion Ride to Work Breakfast 2000 cyclists plus signage and media coverage
Seasonal Outlook Priorities Resources
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