The ProActive Digital team executed a successful, strategic communications program for the Global Harvest Initiative (GHI) that included a website redesign, web-based platform enhancements, social media management, a media campaign around the release of five policy papers, video and multimedia productions, development and promotion of GHI’s signature GAP Report™ as well as event planning for the release announcement event at The World Food Prize Symposium. The following are illustrations of key highlights from our strategic communications program on behalf of GHI:
Media Campaign for GHI’s 5 Policy Papers
ProActive’s earned media services resulted in a multitude of GHI media placements, especially with regards to its 5 policy papers, which promoted GHI’s policy priorities that would increase global agricultural production. ProActive’s media campaign included the promotion of news stories and commentary for publication, the marketing of key announcements by GHI to the news media as well as media interview coordination and media training.
Global Agricultural Productivity Report® (GAP Report®)
ProActive developed strategic messaging and custom-designed the GAP Report® for print and online publication. We were also responsible for the marketing and promotions of the report, which included online advertising, a social media campaign, video productions, electronic newsletters, and promotion through both World Food Prize and GHI platforms.
GAP Report® Release Luncheon at The World Food Prize
The GHI-sponsored events at The World Food Prize Symposium were the culmination more than nine months of comprehensive planning and preparation. As a result of aggressive outreach and promotions using various traditional and digital tools, over 200 guests attended the GAP Report® announcement event, including numerous journalists and high-profile government, NGO and private-sector guests. The event was also streamed live online to GHI’s website, which allowed reporters and visitors from around the world to view the event, resulting in additional media coverage.
Earned Media Placements
Social Media Management
Website Redesign & Web-based Enhancements
In addition to redesigning GHI’s site, ProActive provided regular website and social media enhancements and updates, including the development and addition of an interactive world map featuring statistics from GHI’s five policy priorities, weekly new article postings and blog posts, regular Twitter and Facebook posts as well as search engine optimization (SEO) techniques and various other digital initiatives to consistently increase followers and engagement online.
Video & Multimedia Productions
Understanding the impact of online video, ProActive proposed, designed and produced several video productions to profile GHI, its goals and its various initiatives to address the challenges of global hunger and food security. These productions included the CEO video testimonial series, featuring John Deere CEO Sam Allen, DuPont CEO Ellen Kullman, Monsanto CEO Hugh Grant, and ADM CEO Patricia Woertz.