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In Progress

In Progress

Assignment

Newsletter for Belgian dairy farmers

Date

April 2017

No, GEA engineers don’t just offer their expertise to industry. The company also has an excellent global reputation in the dairy farming sector. Nevertheless, Belgian farmers are particularly interested in what their local peers are doing. And they want to read about it on paper, sitting at the kitchen table.

SPECIAL CASE

GEA, an international engineering group with its head office in Düsseldorf, delivers solutions in the food and waste processing industries, pharmaceuticals and farming. The farming target group, dairy farmers, is a bit of a special case. Whereas GEA reaches its industrial clients mainly through professional channels, such as the specialist press, trade shows and LinkedIn, it’s a completely different story when it comes to farmers. The GEA Farming Facebook page has more than 45,000 (!) very active followers and is the only target group in Belgium with its own printed publication.

LOCAL KNOWLEDGE

Farmers the world over are facing the same sort of challenges: despite volatile milk prices and the rising cost of energy and land, they have to produce high-quality milk profitably. GEA may provide innovative automated solutions for farms around the globe, but Belgian dairy farmers still want to know how their peers here at home are dealing with various challenges. A newsletter with exclusive dedicated content is just what’s needed.

IN PROGRESS

Together with the Belgian GEA team, we critically reviewed the existing printed newsletter, ‘In Progress’. What content do Belgian farmers need and how do we put it across as clearly and concisely as possible? Apart from news about products, we now include plenty of information about local events. But the main focus of the newsletter is on telling authentic, ‘home-grown’ stories. Each issue features two Belgian dairy farmers talking about what they do every day and how GEA helps them.

The authentic stories give us a chance to make a direct connection with our audience.

EDDY OP DE BEECK, HEAD OF MILKING & DAIRY FARMING SALES – GEA BELGIUM

MMMMM… MY NEWSLETTER

Does your newsletter do enough to satisfy your readers’ curiosity? If you’re not sure…

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