Earning public trust is about doing the right thing, assurance and verification, and communicating these commitments.

There is no greater challenge facing the entire agricultural industry than that of earning and maintaining the trust of the consumer. CAMA saw a need to provide professional development to our diverse membership representing the entire value chain of agri-marketers, communicators, brand leaders, producer groups, media and government.

CAMA Manitoba is hosting Canada’s agricultural industry at our Earning Public Trust – An Interactive Working Session professional development event.

Date & Location

Location: Delta Hotels Winnipeg by Marriott
350 St. Mary Avenue, Downtown Winnipeg
Date: April 26 – 27, 2018
Time: 26th: 8:00am to 5:30pm; 27th: 8:30am to Noon

Event Overview

  • The full day working session will feature representatives from some of North America’s leading agri-businesses, ag representatives and food brands.
  • Speakers will present their marketing and communications case studies, describing how they have contributed to earning the trust of the consumer.
  • In groups, through a facilitated process and supplied workbook, attendees will work through each case study to reveal the best practices and common elements.

The additional half-day strategic planning session will use the previous day’s best practices to help attendees apply them in the development of a Public Trust Strategic Plan.

Earning public trust is about doing the right thing, assurance and verification, and communicating these commitments. Tackling the communications component, this half-day strategic planning session will use the previous day’s best practices and help attendees apply them in the development of a Public Trust Strategic Plan. Whether you require a 3-page stand-alone section in your existing marketing or communications plan, or an in-depth strategic plan, this half-day session is perfect for you.

Half Day Strategic Plan Process

Our facilitator, Brent Smith, Brand Strategist, 6P Marketing, will work through a 6-module process, built on the foundation of a research-based brand strategy, in the development of your Public Trust Strategic Plan.

The 6-modules include:

  1. Most important areas to be confirmed and prioritized
    • Selection criteria: hottest issues, strongest pro-industry arguments, common denominators
  2. Communication goals
    • Measurement goals
    • Measurement metrics
  3. Research inputs
  4. Audience profiling; selection criteria of the most relevant audience(s)
    • Psychographics
    • Functional and emotional needs that must be fulfilled
    • Shared values
  5. Determine the top three industry brand attributes
    • Key messages
  6. Implementation
    • Communications tactics (per region, if required)
    • Budget allocation, schedule
    • Influencers and amplifiers
    • Paid media planning, negotiations, buy
    • Media relations plan and implementation (earned media)
    • Content plan, content generation