Cox Inall has provided full public relations services to the CRC for Sheep Industry Innovation (Sheep CRC) since 2007.
Sheep CRC’s ambitious charter is to “assist industry to transform wool, meat and the sheep that produce them” in a program of R&D, extension, education and commercialisation to 2019.
Cox Inall initially built recognition of Sheep CRC’s corporate image and ensured its consistent application. We developed visuals and styles including colour schemes, layouts, logos and branding.
As the key R&D resource for the Australian sheep industry, Cox Inall has communicated the CRC’s research outcomes, opportunities and benefits via a range of media and industry channels.
Tools and techniques we use include media releases, publications, industry events, briefings, video and social media.
Sheep CRC’s website is the central hub for sharing this information. Cox Inall also reviewed the website’s design and layout to ensure optimal presentation and navigability and advised on the establishment of social media channels.
- Outstanding level of engagement: 1000 seminar attendees; 4000 bulletin receivers per month, and 13,000 newsletter receivers per quarter; 8000 Facebook and 1500 Twitter followers.
- Cox Inall coordinated the promoted the web-based app, RamSelect, attracting listings of over 10,000 rams by 120 ram breeders – around 5% of total annual ram sales nationally.
- In 2013, a total of 1143 media reports were recorded by ISentia featuring the Sheep CRC and its program – coverage worth the equivalent of $2.5m in advertising space.