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Marketing & Communication
‘Tailoring to our community’s needs’
Marjon Vaartjes - Marketing & Communication Manager
Marketing & Communication is responsible for developing, guarding and implementing the marketing & communication strategy and planning of GMP+ International. M&C supports the other business units in communicating with the GMP+ community. In doing so, it ensures communication is aligned with the organisation’s corporate objectives, and meets the needs of our stakeholders.
Communicating changes – Scheme redesign
“Launching redesigned norms and standards is doomed to fail when not communicated in the right way. So our department focused heavily on supporting the substantive changes to the scheme with a clear and user-friendly design. The new scheme will be divided in different layers, colours and symbols. We also developed a support engagement programme, consisting of images, videos, FAQs and presentations, in order to guide our community through all changes, from participation to realisation.”
Adding a plus – Employer branding campaign
After experiencing difficulties in filling several vacancies, GMP+ International decided to start an employer branding project (see also page 32-33). “Together with a specialised employer branding agency and group of motivated colleagues, we determined the values and strengths of GMP+ International as an employer. We translated this into a campaign, titled ‘Add our + to your career’, with the aim of making ‘ambassadors’ out of our colleagues and having them share their pride of working for GMP+ International. It also raised awareness about feed safety in general. The campaign was a hit: new vacancies lead to a record number of responses – and several new colleagues.”
Building anticipation – Pre-summit webinars
The Global Feed Safety Summit was originally planned for Spring 2021 in Berlin. “Because of the coronavirus pandemic, we decided to reschedule it for 2022. With such a delay, it is important to keep building anticipation and facilitating dialogue. So we organised a series of pre-summit webinars, for which we offered support in communication and promotion.”
The first webinar was held on October 7, and focused on Feed Safety and Security in uncertain times. Two more webinars, about feed-to-food challenges and regional sourcing, are scheduled for 2021.
