Creating A Consistent Message

Friday Dec 5th, 2014 37 Views Fruit Grower Report

Creating A Consistent Message. I’m Greg Martin with today’s Fruit Grower Report.

Creating a consistent message is key for marketing any product and that’s what US Apple is doing. Wendy Brannen, Director of Consumer Health and Public Relations for US Apple explains.

BRANNEN: One of the things that we are doing with this is we develop for all of the participants a toolkit which we’ve sent out to them to access and be able to utilize there in their own organizations and companies and these toolkits include tip sheets on how-to use the messaging we’re providing, a pre-written news release that’s in a template form that they can actually customize. We’ve provided a media pitch for them for consumer medias that they can likewise tailor. A social media calendar which is a he component of this program.

Again, the idea is that any kind of messaging that any apple organizations utilize will have a very consistent message that all ties together for the apple industry and especially starting off during the holiday.

BRANNEN: That’s exactly in a nutshell what we are trying to accomplish. We thought that it would be nice for consumers to have some ideas for holiday gifting and what better than apples over the holidays. IT’s truly giving the gift of health. There’s so many ways your can incorporate apples into quick and easy gifts that you can do.

Forthcoming campaigns will focus on the benefits of resolving to eat two apples a day in January, and promoting apples’ heart health research during American Heart Month in February.

That’s today’s Fruit Grower Report. I’m Greg Martin on the Ag Information Network of the West.