Australian Honey Bee Industry Council
The Australian Honey Bee Industry Council (AHBIC) is the national representative body for the honey bee industry working to protect the long-term economic viability, security and prosperity of the sector and to promote the important links between honey bees and Australians.
The work Blue Hill undertook for AHBIC was via Agrifutures project funding.
THE BRIEF
- Promote the importance of honey bees and the industry to Australian consumers
- Promote the value of AHBIC as an active and effective industry body
- Bring awareness of the importance of the honey bee industry to government and other agricultural industries
THE STRATEGY
- Elevate AHBIC’s marketing collateral and position it as a modern and effective organisation
- Create a program of written and visual communication to underline key messages and build awareness of the honey bee industry
- Develop a series of educational content for both industry and consumers
- Showcase industry’s best performers as examples of best practice and to grow leadership in the industry
THE CONTENT
- Refreshed AHBIC brand with a consistent and modern look and feel to all marketing and communications materials
- New online newsletter with full website audit, navigation advice and content creation
- Visually engaging fact sheets for consumers
- Explainer videos, supported by written content, targeted at people curious about beekeeping
- Development of ongoing program of media releases and interview opportunities
- Regular content, including imagery, for social media channels to encourage two-way engagement with audiences
- Professional photography to enhance visual engagement
- Promotion of Beekeeper of the Year Award through program of media releases, pitches and social media assets
- Bespoke media training for Award finalists to support leadership within industry
THE IMPACT
- Media coverage in national and regional publications. In particular, pitches made during the Beekeeper of the Year Award were very successful
- Strong engagement with audiences on social media
- An elevated and professional brand value proposition for all audiences
- Positive feedback from industry on the quality of content and materials produced
Copywriting, design and production of fact sheets for consumers.
Created regular and visually engaging content for social media.
Produced three explainer videos for hobby beekeepers.
Copywriting, design and production of written explainers to support videos.
