2022 KPI s ACHIEVED

Marketing And Promotion

Be recognised as the breed that delivers against all key profit drivers.

• Ensure share of voice is equal to market share during key campaign periods

• Increase website engagement (monthly average sessions from 8,200 to 8,800) while maintaining session duration (2min)

• Increase social media audience, social media click-through rate (CTR) and conversation rate

• Improve effectiveness of digital campaign as measured by CTR

Business Development

Partnerships to inform and accelerate marketing, R&D and adoption and extension activity.

Research And Development

Targeted data and evidence to back breed claims and improve genetic gain, to demonstrate we are breeding commercially relevant cattle.

• Enter into a strategic partnership by end Quarter 2 (e.g. five year strategic partnership with Australian Intercollegiate Meat Judging Association)

Additional Highlights

SCHOLARSHIPS

Continued focus into 2023:

• Complete RD&A strategy and portfolio plan

• Induct two new co-operator herds

• Increase number of records for hard to measure traits

• Automate and streamline data collections for co-operator herds

• Herefords Australia Youth President’s Award - Georgia Wragge, Woormargama, NSW

Adoption And Extension

Member Engagement

Future Business Models

• Jason Sutherland Award - William van Gend, Llandillo Polled Herefords, The Lagoon, NSW

Gather information to support the production of commercially relevant Hereford and Hereford-based cattle, reproductive genetic material and beef.

• Travel scholarships ($2500 each) - Brittany Abbott, Wagga Wagga; Janet Cantwell, Mulloon Pastoral, Braidwood, NSW

Execute, with excellence, initiatives that deliver tangible value to members.

Create new revenue sources to ensure the company’s longevity and prosperity.

• Most Potential Breeder Award (heifer donated by Sugarloaf Creek Herefords) - Katie Kerby, Coongulla, Vic

• CM Hocking Scholarship ($5000) - Emily Taylor, Eclipse Poll Herefords, Quirindi, NSW

• Emerging Leader Award ($2000) - Jill Burgess

Continued focus into 2023:

• 40 attendees at HAL/HAL partner workshop

• Recognise and reward EQ excellence through alignment with Meat Standards Australia (MSA) awards

• Three member forums held

• Two marketing committee meetings and three technical committee meetings

• Member functions following Royal Sydney Easter Show, Melbourne Royal Show and Royal Queensland Show (Ekka)

• Open rate on e-news maintained at greater than 50%

• Seven entries received for CM Hocking Scholarship

• Ten entries received for travel scholarship

• Increase revenue from sale catalogues by 10%

• Increase magazine ad revenue by 10%

• Five new magazine advertisers in 2022