Green & Local Campaign
At Envoy, we pride ourselves on the close and long-standing relationships we have with our clients. Roberts Dairy is the perfect example. Envoy’s relationship with Roberts Dairy began over 24 years ago in 1985 and has grown into a partnership in which Envoy serves as the marketing, advertising, interactive and public relations departments of the dairy. As it has always been, Envoy’s objective is to increase sales of Roberts Dairy products. We accomplish this by developing creative, relevant and flexible campaigns that educate consumers. The 2009 campaign focuses on the fact that Roberts is farmer owned and their products are fresh and local with absolutely no added growth hormones. This translates to the consumer that Roberts is the best and most nutritious choice for busy families on the go.
In order to achieve our objectives, Envoy implemented an integrated marketing communications plan for the designated markets. This strategic plan includes interactive, broadcast, print, couponing, outdoor and e-communications for both B2B and B2C targets. As part of its integration, the plan also includes public relations, as well as relevant industry research and competitive analysis so Roberts stays on top of their game and ahead of their competitors.
For example, the Green and Local webpage on RobertsDairy.com demonstrates to consumers where their quality dairy products originate. Roberts is proud they are farmer owned and produce great tasting dairy products made close to home with absolutely no added growth hormones. This pride generated the 2009 campaign where the Roberts Dairy farm families were the stars. Family profiles, along with other sustainability information, can be seen in this section of the website. The website has experienced traffic counts up to 12,000 unique visitors during some months. Roberts Dairy has had much success with integrated campaigns. While the Internet has become a focal point for many campaigns, full integration will always include broadcast media as a driver toward online connection. The 2009 campaign includes radio, television and cable commercials that convey the farmer-owned message that drive consumers to Roberts’ website for more information and advertisements.
The goal of broadcast media is to inform the public of that Roberts Dairy products are farmer owned, local and contain no artificial growth hormones. The Web address is an important part of all broadcast advertising, serving as a tool that provides the customer more information.