Pas Reform Hatchery Technologies Marketing Communications

Pas Reform Hatchery Technologies Marketing Communications Bouke Hamminga Director International Sales & Business Development

Marketing Communications

Engage, Attract and Connect

Content


• Our aim

• Our story

• Our channels

• Our roadmap

• Summary


Our aim


Our aim

1. Telling an authentic, updated story

2. Producing as much topical and scientific information as possible

3. Making it accessible for everyone

4. By covering the complete communication landscape


From sending to networking

Sender Sender / Receiver Conversation

Top down Top down + Bottom up Network

(offline media) (Pas Reform Academy) (social media)


From sending to networking

• Hatchery industry still dominated by offline media

• Beginning to use social media marketing as a way of communication

• Continue to focus on both offline and online media


Each channel fulfills a vital marketing role

Well on track Trial and error

We want to cover the complete communication landscape


Our story

Our story

Rapid market growth

Global population growth

Increasing prosperity Poultry meat cheap and acceptable worldwide

Our story

Market growth > Further increase in scale

> Need for improved process control

Our story

SmartGrowth™

Smart hatchery solutions for superior chicks

Our mission is to support our customers with smart, integrated, sustainable hatchery solutions that consistently achieve the highest percentage hatch of fertiles and deliver uniform, healthy day old chicks

Our story

From ‘machine manufacturer’ to

Supplier of integrated hatchery solutions

For the most and the best chicks

Our story

Benefits for our customers

• Superior chick quality

• Maximum hatchability

• Highest level uniformity

• Sustainability

• Smooth-running hatchery

Our story

Benefits for Pas Reform

• Future proof

• Unique market position

• More competitive

• Personal development

• Financial results


Our channels and roadmap


Our channels

Exhibitions, Trainings, Print media, Website,

Promotional writing, Educational writing,

Lectures, Columns, Video, E-mail and

eNewsletters, Advertising, LinkedIn, Twitter,

Facebook, Flickr, YouTube, Issuu


Basic identity


Basic identity

• Consistent brand identity, applied throughout the whole organization

• Striking red

• Max size imagery

• Strong, bold typography

• No symmetry

• Part of our DNA


Basic identity

Roadmap

• Rolling out house style to other business areas


Exhibitions


Exhibitions

• Maintaining relationships with existing customers

• Generating sales leads

• Enhancing brand image

• Launching new products


Exhibitions

Roadmap

• Integration of face-to-face business with online media

• Implementation of digital signage solutions


Trainings


Trainings

• Pas Reform Academy at the heart of Pas Reform

• 15 Hatchery management trainings per year

• Development of innovative products and services

• Creating brand ambassadors in the course of one week


Trainings

Roadmap

• Introduction of new teaching methods like digital learning (anytime, anyplace)

• Webinars

• Video blogs and tutorials

• Building a community


Print media


Print media

• To build our professional credibility

• Benefit of tangibility and engagement

• Trusted source for news and product info

• Writing contributes to strategic direction


Print media

Roadmap

• Interactive product flyers, also suitable for print

• Smart use of QR, NFC and Augmented reality to collect data


Website


Website

• Convenient place for hatchery people to research and view our products and services

• A source for continuous reference and topical information


Website

Roadmap

• A new website, based on our SmartGrowth™ story

• Optimized for all devices

• Fully integrated with social media

• Content first

• Call to action


Promotional writing


Promotional writing

• To help get valuable publicity

• Ambitious press office, at least one release per week

• Focus on products and services

• To help get media coverage (250 publications per year)

• To boost Pas Reform visibility

• To promote high website score on search engines


Promotional writing

Roadmap

• Platform specific tailored content

• Extend focus to include SmartGrowth™


Advertising

• On the basis of reciprocity

• Old marketing


Educational writing


Educational writing and lectures

• To achieve ‘expert status’

• 15 articles and 4 columns per year

• Educate the reader

• To boost Pas Reform visibility



Educational writing and lectures

Roadmap

• Infographics

• Building a community

• Ghost and partner writing

• Smart re-use of original copy


Social media


Social media

• Trial and error

• Still ego-driven instead of real interaction

• Age of staff

• Consistent & frequent presence on LinkedIn and Twitter

• For maximum exposure on each platform

• Showing a transparent Pas Reform to a global audience

• Increase engagement and commitment both externally and internally



Social media

Roadmap

• Shift from corporate to personal communication

• Integration with other departments

• Production of unique content for each platform

• Launch ‘Hatchery Talks’ LinkedIn group


E-mail and eNewsletter


eNewsletter and E-mail

• Still most used B2B communication platform

• 5k+ subscribers, organic growth

• 30% avg open rate, 7% above Mailchimp industry avg

• Ultimate way to build qualified database of hatchery professionals

• Subscribing + geographic diversity are good

• Sent weekly to members of the press and own staff, and quarterly to all subscribers

• Social media hyperlinks in email signature


eNewsletter and E-mail

Roadmap

• Increase frequency

• Improve on segmentation


Summary


Engage, Attract and Connect

Pas Reform Hatchery Technologies Thank you!

Date post:	17-Mar-2022
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Pas Reform Hatchery Technologies Marketing Communications

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